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COM3701 Study Unit 4: Integrated Communication Campaings

COM3701 Study Unit 4: Integrated Communication Campaings. This presentation…. Discuss Chapter 13 See Study Unit 4 p. 55 – 62 for various activities .

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COM3701 Study Unit 4: Integrated Communication Campaings

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  1. COM3701 Study Unit 4: Integrated Communication Campaings

  2. This presentation… • Discuss Chapter 13 • See Study Unit 4 p. 55 – 62 for various activities. • NB to follow study guide AND your prescribed book to truly grasp the various concepts. Prescribed book gives the info and explanations you need to understand each section.

  3. Introduction • Focus of this study unit: What communication campaign is and how it can be integrated in context. • This study unit gives your theoretical overview of the interactive model of the campaign and the practical application thereof.

  4. Take a look at this communicationcampaign

  5. Can you now define a communication campaign? Refer to your prescribed book, page 450 • When defining communication campaigns, the following five elements are key • Purposive • Specific outcome • Defined audience (target audience vs. target market) • Time frame • Organised set of communication process

  6. Application to J&B Campaign Purposive (celebrate true love?) • Specific outcome (increase sales?) • Defined audience (couple who want to celebrate their love?) • Time frame (February activation on social media then & Valentines day actual sale?) • Organised set of communication process (online advertising (facebook), publicity (sharing your love story on facebook) personal selling (on valentines day itself, sales promotion (rare bottle packaging), etc.

  7. The integrated context of communication campaigns • See TL 501/3/2018 page 45, • Think about Can you compare the external and internal context of campaign integration as applied in the J&B campaign?

  8. The nature of communication campaign objectives • Objective should be SMART. However with more emphasis being on (1) Attainability and (2) Measurability For example: To create awareness about J&B True love edition by 40% at the end of February 2018 Such is a smart objective.

  9. S(pecific) – awareness • M(easure) – by 40% • A(ttainable) – how will we communicate (press, facebook, personal selling) etc • R(ealistic) – can the mandate be achieved? • T(ime) – by the end of February. N.B More emphasis should be on Attainability and Measurability. See your prescribed book, Page 451-452

  10. The interactive model of communication • In section 13.5 of Chapter 13 of the prescribed book, the phases of the interaction communication campaign model are identified as follows 1 Assess 2 Create 3 Implement 4 evaluate

  11. Phase 1: Assess • Identify the problem or opportunity • Identify the communicator • Identify the communication planner • Identify the target audience • Conduct a situation analysis Think about Are you able to identify the above mentioned in the case of the J&B True Love is Rare campaign?

  12. Phase 2: Createsome practical aspects given! • Stipulate the problem or opportunity (generate sales or create awareness – what do you think the opportunity was?) • Conduct a SWOT analysis • Establish a communication topic (J&B True Love is Rare) • Specify the strategic communication objection (awareness, or persuasion) • Create a message approach (emotive) • Allocate resources and tasks (look at how the audiences were an integral part of the study – can you identify that?) • Select the media – online media (look at how social media was instrumental as audiences were asked to create the messages)

  13. Phase 3:Implement • Time (around valentine time) • Media (mostly press for call to action and social media) • Budget control (it’s important to review cost. Obviously social media is relatively cheaper as the audience are central in creating the messages) • Supporting communication (the couples photos, their initials for the bottles, their love stories, etc). • Behaviour (did you notice how the messages were shared on facebook? How emotional was that for you to watch?) • Measurement: (did you notice how sales increased drastically – that is amazing)

  14. Phase 4: Evaluate • Objective attained? (of course, sales increased by over 200% - that is amazing) • Corrective action to follow up (the campaing was successful and most couples surely kept those bottles to keep the memories alive)

  15. Practical application • It is important to focus on the structure and equally important is to apply your campaign as I have in previous sides. You need to ensure that you take the marker through the journey of understanding what your communication campaign is about.

  16. Be careful!!! • Please note: • This presentation is not an examination guideline and is based on content provided in the prescribed book and tutorial letters. • Example questions, activities and “think about this” mentions are based on various writings, sections and activities from the prescribed book, and the tutorial letters etc. and cannot be seen as questions you will get in the exam nor can assumptions be made as to the importance of one section over another.

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