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COM3708 Portfolio Assignment 01 2023 (Unisa)
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COM3708 - Advertising and public relationsPORTFOLIO ASSIGNMENT 01 2023
SEMESTER 01
UNIVERSITY OF SOUTH AFRICA (UNISA)
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,DECLARATION OF OWN WORK
I,
(NAME and SURNAME) confirm that:
this MODULE contains my own, original ideas and work
those ideas, or work, that are not my own, have been cited through the prescribed
referencing system which I have familiarised myself with in Tutorial Letter
CMNALL/E/301
I have not submitted the ideas or work contained in this MODULE for any other
tertiary education credit
I have read the University’s Policy of Research Ethics
I have read and understood the PLAGIARISM POWERPOINT FOR UNDER-
GRADUATE STUDIES (available under “Additional Sources” on myUnisa)
I have familiarised myself with the library guides ON PLAGIARISM AND ETHICS
offered by Unisa’s library: https://libguides.unisa.ac.za/research-support/plagiarism
I have read and understood Unisa’s Policy for Copyright Infringement and
Plagiarism, and I am aware that plagiarism is punishable in terms of the Copyright
Act 98 of 1978 and I have read the regulations of the University of South Africa in
this respect, available online:
https://www.unisa.ac.za/static/corporate_web/Content/Apply%20for
%20admission/Documents/
Policy_copyright_infringement_plagiarism_16November2005.pdf
xxxxxxxxxxxx
STUDENT NUMBER
xxxxxxxxxxxx _xx/xx/2023_
SIGNATURE DATE
xxxxxxxxxxx xx/xx/2023_
WITNESS DATE
,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..................................................................................................................25
CONCLUSION.......................................................................................................................................27
SELF-ASSESSMENT AND SELF-REFLECTION..........................................................................................28
SOURCES CONSULTED.........................................................................................................................29
APPENDIX............................................................................................................................................31
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