com 275 lecture notes Ch. 15 campaigns

com 275 lecture notes Ch. 15 campaigns - 3 identify the...

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Ch. 15 Campaigns Why campaigns fail: 1) audience selective attention to messages. 2) Barriers to audience’s perceptions of messages. 3) Unsophisticated audience-targeting technique. 4) Unrealistic goals. 5) The lack of clearly defined criteria for success. 10 successful campaign Principles: 1) Understand historical and conceptual dimensions ( study successful campaigns) 2) Apply and extend relative theory (theoretical principles help design the most effective campaigns possible. 3) Understand theorectical implications/interactions of campaign components: (campaign goals should not be set too high, know what will hurt you in the long haul.) 4) Plan the campaign : 5) Apply formative evaluation :( obtain information about the sociocultural climate that may impact the campaign.) 4 Stages: 1) identify audience-related factors: target groups 2) specify behavior-related factors: behavior that must be taught to make change.
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Unformatted text preview: 3) identify the intermediate steps: 4) Identify media use factors: which medium is used by target audience and when? 6) Analyze and understand the audience: (identify sub audiences and recognize the 3 major types of audiences) 1) Focal segments (of target group) 2) interpersonal influences: (opinion leaders.) 3) Societal policy makers. 7) Analyze and understand your media choices 8) Mix multiple media and interpersonal channels. 9) Understand the uses and contradictions of mass media. (Ratio of alcohol commercials to anti-drinking and driving commercials) 10) Identify criteria for campaign success and Use summative Evaluation: (1) identify reasonable criteria, 2) measure several aspects of campaign: implementation of the campaign components, the effects on individual/society, the cost effectiveness of the project.)...
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com 275 lecture notes Ch. 15 campaigns - 3 identify the...

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