Integrated communication campaign portfolio assignment

COM3708




Subject code: COM3708 Advertising and Public Relations

Assignment Topic:

Date: 17th July 2021




1

, COM3708


DECLARATION OF OWN WORK


I, 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



________________ _____________

SIGNATURE DATE



_________________ _____________

WITNESS DATE




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, COM3708


Table of Contents

DECLARATION OF OWN WORK.....................................................................................2

1 PHASE 1: ASSESS........................................................................................................7

1.1 Identify the communicator.................................................................................7

1.1.1 Identify an organisation...............................................................................7

1.1.2 Write a letter to the organisation................................................................7

1.1.3 Report on the organisation..........................................................................8

The Peninsula School Feeding Association (PSFA), a non-profit organisation

based in the Western Cape was approached to discuss a proposal around the

creation of an integrated campaign plan for the organisation. Initial contact

was made telephonically and the matter was briefly outlined and discussed.. . .8

1.2 Identify the target audience................................................................................9

1.2.1 Problem statement for the research...........................................................9

1.2.2 Sub-problems...............................................................................................9

a) Sub-problem 1:.................................................................................................9

b) Sub-problem 2:...............................................................................................10

c) Sub-problem 3:................................................................................................10

1.2.3 Research questions....................................................................................11

a) Research question 1:......................................................................................11

b) Research question 2:......................................................................................11

c) Research question 3:.......................................................................................11
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1.2.4 Unit of analysis...........................................................................................11

1.2.5 Population(s)..............................................................................................12

1.2.6 Sampling procedures.................................................................................12

1.2.7 Methodology and measuring instrument..................................................12

1.2.8 Results........................................................................................................13

1.2.9 Audience segmentation.............................................................................20

1.2.10 Self-reflection...........................................................................................21

a) During the research it was discovered that the organisation is not well

known enough. The majority of respondents had donated to charitable causes

with the 6 months preceding the study. This means that people are willing to

give but potentially unable to do so simply because they do not know of or

understand the importance of the work the organisation is doing...................21

1.3 Analyse the situation and identify the campaign aims.....................................22

1.3.1 Historical review and forecast...................................................................22

1.3.2 Social, political and economic environment..............................................22

1.3.3 Competitors...............................................................................................23

1.3.4 Description of organisation and its culture...............................................24

1.3.5 Three issues based on research results and situational analysis relevant to

the campaign......................................................................................................25

1.3.6 Three broad general aims for the campaign.............................................25

2 PHASE 2: CREATE.....................................................................................................26

2.1 Communication problem or opportunity..........................................................26
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