Communication

Campaign

By: Erika Crizel D. Lacsam

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Communication campaigns utilize a
purposeful promotional strategy to
change knowledge, attitudes, behavior
or policy in a specific, intended
audience via marketing and advertising
techniques.

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For example, communication
campaigns can be used to:
Raise awareness
Influence attitudes and norms
Increase knowledge
Reinforce knowledge, attitudes
and/or behavior
Suggest/prompt an action
Refute myths and
misconceptions
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 Campaign Objectives and
Methods
• Objectives
– Refer to the essence of communication
appeals
• Methods
– The genre of communication, the type
of communications media, and the
strategies that the campaign employs

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 Parts of Communication
Campaigns
• The objectives of the campaign or
the media methods employed
• The strategy used to facilitate
change
• The potential benefits resulting
from proposed change
• Public perceptions about the
campaign stakeholder
• The stakeholders themselves 5
 Strategy to Facilitate
Change
• The “three E’s”
– Education
– Engineering
– Enforcement
• Effectiveness depends on:
– Audience’s cultural heritage, form of
government, and level of technological
development

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 Potential Benefits From
Proposed Change
• Potential benefits that individuals or
society will gain may motivate
audiences to change.
• Also, highlighting the negative
aspects of particular behaviors may
also have an impact.

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 Campaign Stakeholders
• Stakeholders- the individuals,
groups, associations, or
organizations that initiate the
campaign in order to promote
reform.
– Individuals and associations
– Media
– Government
– Social scientists
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 Public Perceptions of the
Stakeholder
• Source of campaign messages must
appear to be entitled to offer the
messages, place them on the public’s
agenda and attempt to change the
audience’s behavior.
• Two classes of public issues:
– Obligations
– Opportunities

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Two Classes of Stakeholders
• First-party entitlement
– When an aggrieved group of
stakeholders is seen by the public to be
directly affected by an issue
• Second-party entitlement
– Circumstances in which stakeholders are
not directly impacted by a particular
issue

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 McGuire’s Model
• Emphasizes a number of steps in the
persuasive process
• Inputs include the source, message,
recipient, channel, and the context of the
message.
• Outputs include exposure and attention to
the information, interest, comprehension,
acquisition of new knowledge, etc.

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Elaboration Likelihood Model
(ELM)
• Describes central and peripheral
routes to persuasion
• Persuasion process is influenced by
the likelihood of the audience
member to think carefully or
elaborate cognitively about a
persuasive appeal

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 Reasoned Action and
Planned Behavior
• People decide to change their
behavior because of:
1. Their attitudes about the behavior
2. Their perceptions of how others will
view the behavior
3. Their perceptions of how much control
they have over the behavior

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Automatic Activation Model
• When a specific attitude comes to
mind, a specific behavior follows
spontaneously under two
conditions:
1. The object of the attitude is present.
2. The object is perceived according to
the attitude.

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Social Cognitive and Social
Learning Theories
• Human thought and actions are
determined by three different
factors:
– Behavior factors
– Personal characteristics
– Environmental factors or events

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 Self-efficacy
• The belief in oneself that the behavioral
change can occur
• Ways to increase self-efficacy:
– Use of role models
– Counter attitudinal advocacy
– Offering reasons to change whenever others
encourage the old behavior
– Presenting mild fear appeals,
– Encouraging “deeply held but possibly
unrealistic illusions” that will promote the
desired behavior 16
 Why Campaigns Fail
• Barriers related to audience’s
perceptions of messages block the way
for campaign success
• Audience members attend to messages
selectively
• The lack of clearly defined criteria for
success
• Unsophisticated audience-targeting
techniques
• Unrealistic goals 17
 Successful Campaign
Principles
1. Understand historical and conceptual
dimensions
2. Apply and extend relevant theory
3. Understand theoretical implications
and interactions of campaign
components
4. Plan the campaign: match objectives
to individual cost-benefits
5. Apply formative evaluation
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 Successful Campaign
Principles (Cont’d)
6. Analyze and understand the audience
7. Analyze and understand media choices
8. Mix multiple media and interpersonal
channels when cost-effective
9. Understand uses and contradictions of
mass media
10.Identify reasonable criteria for
campaign success and use summative
evaluation to assess both theory and
program success 19
Understand Historical and
Conceptual Dimensions
• Concepts are keys to understanding
communication campaign components:
– Objectives, methods, strategies of change,
individual or collective benefits, first-party
and second-party entitlement, and
stakeholders
• Study the successful campaigns of the
past
– Women’s suffage, the muckraking efforts,
the New Deal, and the power of propaganda
campaigns
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 Apply and Extend Relevant
Theory
• Theoretical principles help design the
most effective campaigns possible
– McGuire’s Communication/ Persuasion
model
– Elaboration Likelihood model
– Social learning theory

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 Other Theoretical Models
• Extended Parallel Process model
– Two separate responses to fear appeals,
either cognitive or emotional; encourages a
balance between the two
• Diffusion model
– The spread of ideas or practices via
interpersonal networks
• Transtheoretical model
– 5 stages in the process of behavior change:
precontemplation, contemplation,
preparation, action, or maintenance
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 Understand Theoretical
Implications and Interactions
of Campaign Components
• Campaign goals should not be set too
high.
• Careful decisions should be made
regarding the measure of success.
• The power of particular campaign
components may undermine the
campaign’s overall message.
• Different components may affect each
other in a positive way.
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 Plan the Campaign
• Set realistic goals.
• Define media objectives clearly.
• Campaign timing is essential.
• Choose media carefully.
• Use the four P’s of marketing:
– Product, price, place and promotion.
• Position campaign products
cautiously.
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Apply Formative Evaluation
• Evaluations are necessary for:
– Planning, making, and implementing
improvements
– Administering and scheduling various
components
– Other aspects of the campaign

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 Preproduction Research
• Obtain relevant information about
the sociocultural climate that may
impact the campaign.
• Four stages:
1. Identify audience-related factors
2. Specify behavior-related factors
3. Identify the intermediate steps
4. Identify media use factors

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Analyze and Understand the
Audience
• Identify subaudiences and recognize the
three major types of audiences:
– Focal segments
– Interpersonal influencers
– Societal policy makers
• Sense-making approach:
– Tries to “ensure as far as possible that
dialogue is encouraged in every aspect of
communication campaign research, design,
and implementation”
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 Analyze and Understand
Media Choices
• Includes strategies of media use
– Public service announcements
• Use broadcast rating services and
media books to determine which
channels are most watched by target
audiences

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 Mix Multiple Media and
Interpersonal Channels
• Interpersonal communications should
be used as support for the overall
media campaign when cost-effective.
• Mass media campaign messages are
usually more effective.

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 Understand Uses and
Contradictions of Mass
Media

• Commercials, television programs,

and motion pictures sometimes
deliver messages that conflict with
campaign messages.

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 Criteria for Campaign
Success
• Identify reasonable criteria
• A successful campaign can be one
that raises public awareness and
results in a significant reduction in
the behavior that is trying to be
changed.

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 Summative Evaluation
• The identification and
measurement of several aspects of
the campaign:
– The audience
– Implementation of the campaign
components
– The effects of the campaign on
individuals and society
– The cost effectiveness of the project
– Identification of the steps in the
causal process 32
 Summative Evaluation
(Cont’d)
• Three types of models that may be
used to assess the campaign’s
success:
– The advertising model
• focuses on the early stages of the
communication hierarchy of effects
– The impact-monitoring model
• focuses on the more distal stages and
social impacts
– The experimental model
• focuses on testing hypothesized causal 33
chains through controlled manipulation of
Systems-Theoretical Approach
for Campaign Evaluation
• Seven stages:
1. Specify the goals and underlying
assumptions
2. Specify the process model
3. Specify prior states, system phases, and
system constraints
4. Specify immediate and long-term intended
poststates
5. Specify the process model at individual
level
6. Choose appropriate research approach
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7. Assess implications for design
Recent Research and Future
Trends
• Examine a variety of different types of
campaigns
• Make various theories to guide
communication campaigns
• Evaluate the effectiveness of a
motivational campaign
• Studies have found that political
communication campaigns produce
significant effects

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