1 INTRODUCTION 3
2 THE INTEGRATED COMMUNICATION CAMPAIGN 3
2.1 Five elements of the communication campaign definition 3
2.2 Primary and secondary audiences 4
2.3 Communication campaign objectives 4
3 CONCLUSION 5
SOURCES CONSULTED 6
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I have read and understood Tutorial Letter CMNALLE/301 regarding technical and presentation requirements, referencing techniques and plagiarism.
19 August 2015
The importance of an integrated communication campaign will determine the degree to which a product or service succeeds in the market place. Using the example of Silky Cosmetics, this essay will discuss various elements of an integrated communication campaign, starting with defining what it is it, and then discussing possible primary and secondary audiences for Silky Cosmetic. Finally, two objectives of the communication campaign will be discussed; namely attainability and measurability.
1 THE INTEGRATED COMMUNICATION CAMPAIGN
1.1 Five elements of the communication campaign definition
(Barker & Angelopulo, 2006) define a communication campaign as a “…purposive undertaking that is engaged in to achieve specific outcomes among a defined audience, during a specified time period, using an organised set of communication activities.” With this definition in mind, the communication campaign can be broken down into its five elements, the first being that the communication campaign is purposive. This means that the campaign is: considered, planned and structured (Barker & Angelopulo, 2006) Silky Cosmetics conforms to this element because the company is planning to promote its new product. The second element drawn from the...