audiences - TARGET AUDIENCES Segmenting the Public Focal...

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TARGET AUDIENCES Segmenting the Public
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Focal segments of population Sets of people that a campaign seeks to influence… to perform target responses HEALTH: Practice healthy behavior POLITICAL: Vote (and other support) PROSOCIAL: Actions to improve society
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Direct vs. Indirect influence CAMPAIGN Opinion Policy Leaders Makers FOCAL SEGMENT
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CAMPAIGN AUDIENCES 1. Focal segments of population to be directly influenced via media 2. Opinion leaders who can exert influence via two-step flow 3. Policymakers in government, business, and media organizations
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Main emphasis: Direct influence Messages aimed at focal segments Must prioritize who to target… Those most in need of influence? segments that are central to goal attainment Those most readily influenced? segments that are already receptive
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Example… automobile safety belts A) Bad drivers who never wear belts B) Bad drivers who occasionally buckle up C) Good drivers who o ccasionally buckle up D) Good drivers who usually buckle up E) Good drivers who always buckle up
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This note was uploaded on 09/22/2008 for the course COM 475 taught by Professor Kyleandrews during the Spring '08 term at Michigan State University.

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audiences - TARGET AUDIENCES Segmenting the Public Focal...

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