qualitative factors - MESSAGE QUALITIES Four Qualitative...

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    MESSAGE QUALITIES MESSAGE QUALITIES Four Qualitative Factors Four Qualitative Factors
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    Qualities apply to any message Qualities apply to any message Awareness… Instruction… Persuasive Awareness… Instruction… Persuasive Broadcast… Print… Online Broadcast… Print… Online Political… Health… Commercial Political… Health… Commercial
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    Qualities conveyed via… Qualities conveyed via… STYLE STYLE           -- Creative concepts -- Creative concepts           -- Enticing devices -- Enticing devices SUBSTANCE SUBSTANCE -- --     Essential content Essential content             -- Meaningful material -- Meaningful material
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    1. Informative 1. Informative SIMPLE & EXPLICIT
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    2. Credible 2. Credible REALISTIC & ACCURATE
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    3. Relevant 3. Relevant PERSONALLY INVOLVING  PERSONALLY INVOLVING  ON TARGET ON TARGET
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qualitative factors - MESSAGE QUALITIES Four Qualitative...

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