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Introduction

After completing my first portfolio last term, I have gained a better understanding of exactly what is expected of me in order to achieve a commendable mark in this assessment piece. Throughout this year, I believe I have developed a clear understanding of basic communication models and theory that apply to the various aspects of marketing, advertising and public relations and have gained further insight in the practical exercise of developing secondary research, analytical, written and oral communication skills. I have developed an appreciation for the functions of marketing, advertising and public relations professionals, and will aim, through this portfolio to showcase my ability of the above knowledge through my practical experience working with my team on case study number two, the implementation of a light rail system (hereafter LRS) in Canberra.
The focus topics that we as a group decided would be most beneficial research study areas are:
1. Audience R...