Class Notes for Communication Campaigns - Effects of Mass Communication | COM 275, Study notes of Communication

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A campaign is:  A 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 individual/or society at large…  …often complemented by interpersonal support
Why Campaigns Fail  Audience selective attention to messages  Barriers to audience’s perceptions of messages  Unsophisticated audience-targeting techniques  Unrealistic goals  The lack of clearly defined criteria for success
Successful Campaign Principles  Principle One: Understand Historical and Conceptual Dimensions o Study successful campaigns of the past  Principle Two: Apply and Extend Relevant Theory o Theoretical principles help design the most effective campaigns possible  Principle Three: Understand Theoretical Implications & Interaction of Campaign Components o Campaign goal should not be too high  Principle Four: Plan the Campaign o Define clear media objectives  Principle Five: Apply Formative Evaluation o Obtain information about the sociocultural climate that may impact the campaign  Principle Six: Analyze and Understand the Audience o Identify sub-audiences and recognize the three major types of audiences  Focal segments (target groups)  Interpersonal influencers  Societal policy makers  Principle Seven: Analyze and Understand your Media Choices o Strategies of media used must match campaign goals and targets  Principle Eight: Mix Multiple Media and Interpersonal Channels o Interpersonal communications should be used as support for the overall media campaign  Principle Nine: Understand Uses and Contradictions of Media  Principle 10: Identify Criteria for Campaign Success & Use Summative Evaluation o Identify reasonable criteria