Campaigns
Terms
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- Effective Frequency
- refers to the number of exposures necessary for a message to have a desired effect
- Copy platform
- Word, phrase, slogan, and/or graphhic that occurs in all campaugn communication
- Promise and Reward
- coercive function in that it involves the exercise of power to obtain compliance. It includes a directive and contingent outcomes which may be explicitly or tacitly linked to performance of the directive request. This strategy uses positive coercion in that it implies that the source of the message controls an outcome desired by the receiver of the message. More effective when short term changes are desired. These are more socially acceptable than threats and punishments
- Gross rating Points
- Reach x Frequency
- Bargaining strategy
- characterized by an organized exchange of messages between communicators. Strategic withholding of information and deceptions designed to mislead others concerning an acceptable range of alternatives and to discover the other parties acceptable range of alternatives are used. Characteristics are publics are likely to have incompatibility goals in information withholding is a common tactic. Only likely to occur when problem recognized and involvements are high and interdependence is high
- Social source
- group solidarity, rejection of outsiders, conformity of norms, and conflict
- Campaign goals
- organizational goals and objectives & communication goals and objectives
- Circulation
- actual number of different listeners or readers for a particular media vehicle
- Coverage
- potential audience for a particular message in a given geographical program
- Reach
- Percentage of different homes or people exposed to at least one message in a given period of time
- Media Schdule
- frequency and timing of media messages
- Communication goals
- identify the impact of communication on publics
- Frequency
- average number of times a home or person is exposed to a message in a given period of time
- Cultural source
- invlolves values and beliefs, ethnocentrism, saving face, incompatibility of cultural practices with change
- Rating
- percentage of people or homes in a particular area tuned to a particular program
- Organizational source
- threats to power and influence, organizational structure, behanvior of top level administration and references
- Persuasive strategy
- characterized by appeals to a person's values and emotions. This strategy may include selective presentation of information. It may use language that is not neutral and reflects the importance of the issue and/or the involvement of the source in the situation. Persuasive messages are directive in the sense that they provide a call for action either tacitly or explicitly. Use with involvement is low. It may be used to increase the perceived importance of a problem or to increase commitment to a solution that is perceived as ineffective. Persuasion may be used when commitment to change is low
- CIP
- Cost Per Impression
- Psychological source
- perception, hoeostasis, confomrity, and commitment and personality
- Flighting
- clustering multiple messages in some time period and having no messages in other periods
- evaluation
- refers to all the works that was put in to the rest of the campaign. It is research after everything that has been implemented and done. Campaigns begin and end with research
- Audience Share
- percentage of total audience for a medium tuned into a particular program
- Threats and Punishment
- employs negative coercion in that it involves the exercise of power and threat to gain compliance. This strategy includes a directive and contingent outcome which may be explicitly or tacitly linked to performance of the directive request. This strategy implies that the source of the message controls an outcome feared or disliked by the receiver of the message. Source must be able to control the outcomes for target publics. Requires more resources frequently than other strategies
- Facilitative strategy
- accomplished by making resources available to a person which allow him or her to act in ways that he or she already predisposed to do. Resources may be tangible artifacts such as tools or money or they may be directions for accomplishing specific tasks. These strategies are indicated when target publics recognize a problem agree that remedial action is necessary, are open to external assistance, and are willing to engage in self-help. Must generally be coupled with a program creating awareness among target publics of the availability of assistance. Used to compensate for low levels of motivation (commitment). Greater ease compensates for lower motivation.
- CMP
- Cost per Thousand
- Which strategies are most likely to be used at each stage of the change process
- persuasive, educational, infomative
- Impressions
- number of people explosed to a message times the frequency
- Pulsing
- A message is present in all time periods but has higher frequency of occurence in selected periods
- Cooperative Problem-solving
- reflects a willingness to jointly define problems and solutions to problem. Messages derived from this strategy are characterized by an open exchange of information to establish a common definition of the problem, common goals, and to share positions and responsibilities about the issue. This strategy uses inclusive symbols such as 'we
- Informative strategy
- based on presentation of unbiased facts. Informative messages do not draw conclusions but instead presume the public will infer appropriate conclusions from accurate data. Informative messages may suggest a variety of alternative solutions to problems. They are characterized by the use of neutral language and natural patterns of organization to create greater ease of comprehension. These strategies are feasible, other things being equal, when change does not have to occur quickly. Time on task and frequency of exposure to messages are positively related to learning. They can be effective in enhancing problem recognition, a foundation for future action. It may not be desirable to mention a specific solution, if it is controversial, until a clear need has been established.