Study Unit 4

Question 0

What is the interactive model of a communication campaign?

Answer 0

It’s a general framework that follows two related principles: market orientation and integration. The needs of the audience is fundamental in developing a campaign structure and its message.

Question 1

What are the elements of the definition of the communication campaign?

Answer 1

Communication campaign is:

A purposive undertaking

To achieve specific outcomes

In a defined audience

During a specified time period

Using an organised set of communication processes (elements of the marketing mix and activities - direct marketing, advertising, message production and distribution of communication material)

Question 2

What does the interactive model do?

Answer 2

It identifies the communication problem.

It looks to the target audience and advertised their needs and wants, as well as their characteristics.

It identified the alignment between the target audience needs and the communicator’s needs.

It considers the delivery, message creation and procurement of material.

Question 3

What are the four phases in the Communication Campaign framework?

Answer 3

Phase 1: Assess

Phase 2: Create

Phase 3: Implement

Phase 4: Evaluate

Question 4

What does phase 1: assessment, entail?

Answer 4

Assessment phase is where all relevant information is gathered, conditions are of the communication campaign are identified, extensive research is done, and all relevant aspects are considered.

The assessment phase identifies:

The communication problem or opportunity

The communicator

The communication planner

The target audience

The extensive situation analysis (history review and forecast; central idea of communication campaign; social, political and economic environment; competitors; organisation; relationship infrastructure; critical information - timing, budget, constraints, obligations, conditions for integration)

Question 5

What does phase 2: creation, entail?

Answer 5

This is the most important phase because it is where the communication campaign is created. Everything is conceived and formulated here based on the information gathered in the assessment phase.

The creation phase:

Stipulated the communication problem or opportunity

Defines the problems, strengths, weaknesses and opportunities.

Establishes the campaign topic

Strategises communication objectives

Creates the communication message

Allocated resources and tasks

Selects the media (reach, frequency, impact)

Produces communication material

Question 6

What does phase 3: implementation, entail?

Answer 6

The campaign is delivered to the target audience through selected media

It should run according to plan, but the communication planner must be flexible and be prepared to adapt the campaign, if necessary.

The communication planner should pay attention to timing, media, budget control, supporting communication, behaviour results, and measurement.

Question 7

What does phase 4: evaluation, entail?

Answer 7

Evaluation is done at the end of the campaign.

The campaign is evaluated according to the criteria set in phase 2.

The communication planner established whether or not objectives have been attained, if any corrective action is necessary, and establishes the actions that need to be taken following the completion of the campaign.

Assessment criteria:

Target audience reach
Information transfer
Behavioural change with audience
Each element of communication mix
Set budget
Media and creative objectives
Criteria of integration

If the campaign failed, the communication planner should identify he failures and rectify it, if possible.

As a follow up, the campaign message at be retained as a reminder to the audience through a low-frequency follow up campaign.