Exam (elaborations)

COM3708 Assignment 1 (PORTFOLIO DETAILED ANSWERS) Semester 1 2025 - DISTINCTION GUARANTEED

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Course
Advertising and Public Relations (COM3708)

Institution
University Of South Africa (Unisa)

Book
Advertising and Public Relations

COM3708 Assignment 1 (PORTFOLIO DETAILED ANSWERS) Semester 1 2025 - DISTINCTION GUARANTEED - DISTINCTION GUARANTEED - DISTINCTION GUARANTEED Answers, guidelines, workings and references .... PHASE 1: ASSESS Outcome of phase 1 A document should be produced that exhaustively details particulars of ...

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,Table of Contents Page

INTRODUCTION................................................................................................................................1
1 PHASE 1: ASSESS....................................................................................................................2
1.1 Identifying the Communicator.......................................................................................2
1.1.1 The approached organisation with the proposal to plan a communication
campaign....................................................................................................................................2
1.1.2 A letter to the organisation.....................................................................................2
Report Writing...............................................................................................................................3
1.1.3 My experience in approaching the organisation...............................................3
1.1.4 How the organisation responded to my request...............................................3
1.1.5 How I established a working relationship with the organisation..................3
1.1.6 Who the communicator for the campaign would be........................................3
1.2 The target audience..........................................................................................................4
1.2.1 A brief problem statement for the research........................................................4
1.2.2 Sub-problems.............................................................................................................5
1.2.3 Research question for each sub-problem...........................................................5
1.2.4 The unit of analysis..................................................................................................6
1.2.5 The population...........................................................................................................6
1.2.6 The sampling procedure.........................................................................................6
1.2.7 Methodology and measuring instrument............................................................6
1.2.8 Results.........................................................................................................................7
1.2.9 Audience segmentation...........................................................................................8
1.2.10 What I learned from the research exercise.........................................................8
1.3 Analysing the situation and identifying campaign aims.........................................9
1.3.1 Historical review and forecast...............................................................................9
1.3.2 Social, political, and economic environment.....................................................9
1.3.3 Competitors..............................................................................................................10
1.3.4 The organisation and its culture.........................................................................11
1.3.5 Three communication issues based on the research results and situation
analysis that are relevant to the campaign.......................................................................11
1.3.6 Three broad general aims for the campaign....................................................11
PHASE 2: CREATE.........................................................................................................................12
2.1 Stipulating the communication problem or opportunity.......................................12

, 2.1.1 The main communication problem or opportunity for the chosen
organisation.............................................................................................................................12
2.1.2 The need to conduct the campaign....................................................................12
2.1.3 What the campaign aims to achieve...................................................................12
2.2 Defining strengths, weaknesses, opportunities and threats (SWOT analysis)13
2.2.1 Three Audience characteristics...........................................................................13
2.2.2 The needs of the audience....................................................................................13
2.2.3 The SWOT Analysis................................................................................................14
2.3 Campaign topic...............................................................................................................15
2.4 Strategic communication objective............................................................................15
2.5 The communication message......................................................................................16
2.5.1 The “big idea” for the campaign.........................................................................16
2.5.2 Message approach..................................................................................................16
2.5.3 Different ways of presenting the message.......................................................17
2.5.4 Communication mix...............................................................................................18
2.6 Selecting the media........................................................................................................20
2.6.1 Medium 1...................................................................................................................20
2.6.2 Medium 2...................................................................................................................20
2.6.3 Medium 3...................................................................................................................21
2.6.4 Medium 4...................................................................................................................21
2.7 Producing the communication material....................................................................22
2.7.1 Material to be used in different media................................................................22
2.7.2 How each activity contributes to the “big idea”..............................................24
2.8 Proof of authenticity.......................................................................................................26
CONCLUSION..................................................................................................................................27
SELF-ASSESSMENT AND SELF-REFLECTION.......................................................................28
SOURCES CONSULTED................................................................................................................29
APPENDIX........................................................................................................................................31

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Exam (elaborations)

COM3708 Assignment 1 (PORTFOLIO DETAILED ANSWERS) Semester 1 2025 - DISTINCTION GUARANTEED

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