COM 275 2
Terms
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- Definition of a campaign
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- Purposive attempt
- To inform, persuade or motivate behavior changes
- In a relatively well-defined and large audience
- Generally for non-commercial benefits to either the indv. And/or society at large
- Often complemented by interpersonal support - Why do campaigns fail?
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- Barriers to audiences perceptions of messages
- Audience selective attention to messages
- The lack of clearly defined criteria for success
- Unsophisticated audience- targeting techniques
- Unrealistic goals - Know and explain the principles of successful campaigns
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1.Understand historical and conceptual dimensions
-Study successful campaigns of the past
-Concepts are keys to understanding com. Campaign components
2.Apply and extend relevant theory
-Theoretical principles help design the most effective campaigns possible
3.Understand theoretical complications and interactions of Campaign components
-Campaign goals shouldn’t be set too high
-Some powerful campaign components may undermine campaigns overall message
-Some components may effect each other in a positive way
4.Plan the campaign
-Set realistic goals
-Choosing media carefully
5.Apply formative evaluation
-Obtain info. About the sociocultural climate that may impact the campaign
-4 stages:
o Identify audience- related factors
o Specify behavior related factors
o Identify the intermediate steps
o Identify media use factors
6.Analyze and Understand the Audience
-Identify subaudiences and recognize 3 major types of audiences
o Focal segments (of target group)
o Interpersonal influencers
o Societal policy makers
7.Analyze and Understand Media Choices
-Strategies of media use must match campaign goals and target
-Use rating services to find those channels most watched by target audiences
8.Mix Multiples Media and Interpersonal Channels
-Interpersonal communications should be used as support for the overall media campaign - What are the effects on various ads on health?
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- Research findings- media messages have intended and unintended effect
- Focus on 3 types of advertisements used:
o Cigarettes
o Alcoholic beverages
o Foods - 1) Effects of viewing alcohol ads
- - Some evidence of effects
- 2) Effects of viewing alcoholic ads
- - Correlation exists between exposure to alcohol ads, increased consumption of alcohol, and drunk driving
- 3) Effects of viewing food ads
- - Food commercials may have positive or negative effects, but more likely negative
- What are the effects on health news?
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- Two types of studies on health related news:
o Those that measure news as source of health info.
o Those that compare public opinion to news coverage - What is edutainment?
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- Health messages embedded in soaps
- Instances and effects have not been studied extensively
o Shows for ex.- saved by the bell (Jessie taking pills) - What is media advocacy?
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- Differs from other types of media communication campaigns
o Ex- MADD (mothers against drunk driving)