This portfolio entails the planning of a real integrated communication campaign that you have
to develop for a local charity, a local school or some other non-profit organisation, based on
the guidelines for integrated campaigns as described in your prescribed book and the studyguide.
0
And please ...
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Name:NeoShai
St
udentnumber
:47391529
Dat
e:09Apr
il2019
Wi
tnes
s:El
is
aShai
,TABLEOFCONTENTS PAGE
1.I
NTRODUCTI
ON 1
2.PHASE1:ASSESS 2
2.
1 I
dent
if
ythec
ommuni
cat
or 2
2.
1.1I
dent
if
iedor
gani
sat
ion 2
2.
1.2 Let
tert
otheor
gani
sat
ion 3
2.
1.3 Repor
t 5
2.
2 I
dent
if
ythet
argetaudi
enc
e 7
2.
2.1 Pr
obl
em s
tat
ementf
ort
her
esear
ch 7
2.
2.2 Sub-
probl
ems 8
2.
2.3 Res
ear
chques
tions 9
2.
2.4 Uni
tofanal
ysi
s 9
2.
2.5 Popul
ati
on(
s) 10
2.
2.6 Sampl
ingpr
ocedur
es 10
2.
2.7 Met
hodol
ogyandmeas
uri
ngi
nst
rument 10
2.
2.8 Res
ult
s 11
2.
2.9 Audi
enc
esegment
ati
on 12
2.
2.10Sel
f-
ref
lec
tion 12
2.
3 Anal
yset
hes
ituat
ionandi
dent
if
ythec
ampai
gnai
ms 13
2.
3.6 Thr
eebr
oadgener
alai
msf
ort
hec
ampai
g 16
, 3.PHASE2:CREATE 17
3.
1 Communi
cat
ionpr
obl
em oroppor
tuni
ty 17
3.
1.1 c
ommuni
cat
ionpr
obl
ems 17
3.
1.2 Reas
ont
oconduc
tthec
ampai
gn 17
3.
1.3 Ai
m oft
hec
ampai
gn 17
3.
1.4 Thr
eeaudi
enc
echar
act
eri
sti
csr
elevantt
othec
ampai
gn 17
3.
1.5 Def
ini
ti
onoft
heneedsoft
heaudi
enc
e 18
3.
1.6 Swotanal
ysi
s 18
3.
2 Des
cri
pti
onoft
hec
ampai
gn 19
3.
3 St
rat
egi
ccommuni
cat
ionobj
ect
ives 19
3.
4 Thec
ommuni
cat
ionmes
sage 19
3.
4.1 The“
bigi
dea” 19
3.
4.2 Mes
sageappr
oac
h 19
3.
4.3 Di
ff
erentwaysofpr
esent
ati
ont
hemes
sage 20
3.
4.4 Communi
cat
ionmi
x 21
3.
5Sel
ectt
hemedi
a 23
3.
5.1 Medi
aone 23
3.
5.2 Medi
atwo 23
3.
5.3 Medi
athr
ee 24
3.
5.4 Medi
afour 24
3.
6 Communi
cat
ionmat
eri
al 26
3.
6.1 Des
ignt
hef
ourac
tivi
ti
es 26
3.
6.2 Howdoeseac
hac
tivi
tyc
ont
ribut
ingt
othe“
bigi
dea” 26
Sel
f-
ref
lec
tionandSel
f-
eval
uat
ion
Sour
ceCons
ult
ed
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