Identify a specific theme for the campaign (e.g., a slogan) and argue why that is appropriate based on the audience and theory.

Identify a specific timeframe for the campaign’s implementation—how long will your campaign take to complete each objective/ stage that you identify. Identify what will have to happen before the campaign begins, describe what will happen during the campaign, and describe what happens at the end of the campaign. Be explicit and specific grounding your campaign in research.
Identify a specific theme for the campaign (e.g., a slogan) and argue why that is appropriate based on the audience and theory.
Propose how that theme should be communicated (i.e., how it would translate across different media).
Identify what kinds of supporting messages would be needed to support the theme.
Identify what kind of visual messaging would be needed (if any) to support.
Identify, defend, and develop an explanation of the theory you believe should guide the messages you develop in the communication plan. More specifically, this section should discuss the theory guiding the campaign by:
Building a brief argument for your theory’s applicability to the needs and target audience you have identified for the campaign.
Thoroughly explain the theory by identifying: (a) the overall purpose of the theory; (b) identifying the key components; and (c) identifying how the theory has been incorporated into campaigns similar to yours in the past.
Explain what component(s) of the theory your campaign will focus on and why. Often times, there are elements of the theory that may not apply to your problem (e.g., if you were using ELM as your theory, you may only want to have peripheral messages…if that’s the case, you need to explain why—this is likely a place where your analyst’s findings will be used).This should be a well-researched paper based on the following minimum requirements.
Incidentally, “minimum” does not mean the ultimate goal—you need to have research appropriate to your topic and concepts so if you do a source count find that you have met your minimum requirements, but you have information that is not well-supported, then you are not doing a good job of researching the paper.
Also, if you cite a source in the reference section, it must also be meaningfully incorporated in your paper itself. This means you cannot pad your reference section and be doing “appropriate” research.

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