SOCMED REVIEWER learning, yielding, and behavior levels.

Theories and Principles of Public Exposure - includes the simple reception of a

Communication Campaigns message and
and Programs the degree of attention to its content.
Processing - encompasses mental
Public communication campaigns - can be comprehension, pro- and
defined as counterarguing, interpretive perceptions, and
purposive attempts to inform or influence cognitive
behaviors in large. connections and emotional reactions produced
audiences within a specified time period using by the
an organized set of communication activities and campaign message.
featuring an array of mediated messages in Learning - comprises information gain,
multiple channels generally to produce. generation of related
noncommercial benefits to individuals and cognitions, image formation, and skills
society. acquisition.
CAMPAIGNS CONCEPTUALISM Yielding - includes acquisition and change in
* Social Marketing - is the use of commercial attitudes,
marketing beliefs, and values.
principles and techniques to improve the welfare Behavior - in the campaign context involves the
of people bottom-line
and the physical, social and economic enactment of the actions recommended in
environment in which messages.
they live. It is a carefully planned, long-term Theoretical foundations of campaigns
approach to 1. Agenda setting (McCombs, 2004). The
changing human behavior. phenomenon of
- This concept holds that the organization's task topical salience applies to campaign impact on
is to the perceived
determine the needs, wants, and interests of importance of societal problems and the
target markets prominence of policy
and to deliver the desired satisfactions more issues.
effectively and 2. Diffusion of innovations (Rogers, 2003).
efficiently than competitors. This theory
* Communication-Persuasion Matrix - is a introduces the ideas of relative advantage and
model that tries trialability of
to explain how mass media communication recommended behaviors, and the individual
helps in adoption decision
persuading people. This model considers that process, as well as opinion leadership that
persuasion is shapes diffusion
due to successfully transiting several steps through interpersonal channels and social
before persuasion. networks via
It has two sets of variables, namely input and multistep flows.
output. 3. Elaboration Likelihood Model (ELM)
- Input–output model - The communication (Petty &
input variables Cacioppo, 1986) and Heuristic Systematic
include source, message, channel, and audience. Model (HSM)
- The output campaign stimuli as proceeding (Eagly & Chaiken, 1993). ELM and HSM
through the process - is when audience highlight the role
responses to of audience involvement level as it shapes
basic stages of cognitive
exposure and processing before effects can be responses, thought generation, and central versus
achieved at the peripheral
routes to persuasion. (Central and Peripheral positive behavior versus loss-frame prevention
Route) of negative
4. Extended Parallel Process Model behavior, especially for audiences likely to
(Stephenson & Witte, display reactance.
2001). Effectiveness of fear appeals is enhanced 9. Self-Efficacy (Bandura, 1997). This key
by construct
understanding cognitive processes that control highlights the role of the individual’s perceived
danger versus capability of
emotional processes, which control the fear via successfully performing behaviors; those who
denial or are confident
coping; perceived efficacy influences type of of carrying out recommended actions are more
response. (Fear likely to
or threat Management) attempt and sustain behavioral enactment efforts.
5. Health Belief Model (HBM) (Becker, 1974).
Several 10. Social Cognitive Theory (Bandura, 1986).
concepts from HBM pertain specifically to the SCT
potency of emphasizes the processes by which source role
health threat appeals: susceptibility multiplied models,
by seriousness explicitly demonstrated behaviors, and depiction
of consequences and the self efficacy and of vicarious
response efficacy of reinforcement enhance the impact of mediated
performing the recommended behavior. messages.
6. Instrumental learning (Hovland, Janis, & 11. Uses and gratifications (Katz, Blumler, &
Kelley, 1953). Gurevitch,
As adapted to mediated communication, this 1974; Rubin, 2002). This offers concepts useful
learning in
mechanism features message-related concepts of understanding audience motivations for selecting
source particular
credibility, reinforcement media, attending to media messages, and
7. Integrative Theory of Behavior Change utilizing learned
(Cappella, information in enacting behaviors.
Fishbein, Hornik, Ahern, & Sayeed, 2001). 12. Theory of Reasoned Action (Ajzen &
The Fishbein, 1980;
multifaceted model integrates HBM, Social Ajzen, Albarracin, & Hornik, 1997). The TRA
Cognitive Theory and the
(SCT), and Theory of Reasoned Action (TRA) ensuing Theory of Planned Behavior (TPB)
to specify how formulate a
external variables, individual differences, and combination of personal attitudes, perceived
underlying norms of
beliefs contribute to differential influence influential others, and motivation to comply as
pathways for predictors of
outcome behaviors, intentions, attitudes, norms, intended behavior. A key underlying mechanism
and is based on
self-efficacy. the expectancy– value equation , which
8. Message frames (O’Keefe & Jensen, 2007; postulates attitudes
Quick & are predicted by beliefs about the likelihood that
Bates, 2010). This framework focuses on how given
message behavior leads to certain consequences,
appeals are packaged in terms of gain-frame multiplied by one’s
promotion of evaluation of those consequences.
13. Transtheoretical Model (Prochaska & • Mediated Communication Channels: Mass and
Velicer, 1997). Digital
This stage-of progression model identifies sub • Quantitative Dissemination Factors
audiences on 3. Campaign Evaluation Methods
the basis of their stage in the process of behavior • Formative Evaluation - The applicability of
change with general
respect to a specific health behavior campaign design principles depends on the
(precontemplation, specific context
contemplation, preparation, action, or (especially types of audiences to be influenced
maintenance), which and types of
shapes the readiness to attempt, adopt, or sustain product being promoted), so effective design
the usually requires
recommended behavior. extensive formative evaluation inputs . In the
The planning process and elements of a early stages of
communication plan campaign development, designers collect
in conducting communication campaigns and background
programs information about the focal segments and
CAMPAIGN DESIGN interpersonal
1. Audience Segmentation - Audience influencers using statistical databases and
segmentation is the custom surveys to
process of dividing your target audience into learn about audience predispositions, channel
smaller groups usage patterns,
based on specific characteristics such as and evaluations of prospective sources and
demographics, appeals. As
behavior, interests, and more. The idea behind message concepts are being refined and rough
this is that versions are
each segment of your audience has unique created, qualitative reactions are obtained in
needs, wants, and focus group
motivations, and by understanding these, you discussion sessions, and supplemental
can create quantitative ratings can
content that speaks directly to them. be measured in message testing laboratories.
• Identifying the Audience You can define these • Process Evaluation - While the campaign is
segments underway,
according to several different aspects, including: process evaluation assesses the extent to which
- Demographics - Psychographics designed
- Behaviors - Firmographics elements are actually implemented and ways in
• Direct Effects on Focal Audience Segments which the
• Indirect Effects on Interpersonal Influencers campaign program can be improved for
and Policy subsequent designers
Makers and implementers. Process evaluation is useful
2. Campaign Messages for
• Strategic Approaches: Prevention Versus determining effectiveness of campaign
Promotion management and
• Message Content: Informational Versus identifying lessons for overcoming social and
Persuasive structural
• Message Appeals: Persuasive Incentives obstacles.
• Message Design and Implementation: • Summative or Outcome Evaluation - After a
Qualitative campaign
Dimensions has been implemented (but planned and
• Message Sources integrated from the
beginning), summative evaluation research is
performed to
assess outcomes. Valente and Kwan (Chapter
6) summarize
the basic methodologies, including field
experimental,
cross-sectional, cohort, panel, time-series, or
event-history
designs, although qualitative components and
mixed methods
evaluations provide unique, additional, and
triangulated
insights. Summative research can be conducted
both during
and after major campaign phases.
• Campaign Effectiveness - Research findings
suggest that
campaigns are capable of generating moderate to
strong
influences on cognitive outcomes, less influence
on
attitudinal outcomes, and still less influence on
behavioral
outcomes. Further, behavioral outcomes tend to
vary in
proportion to such factors as the dose of
information,
qualitative potency of messages, integration of
mass and
interpersonal communication systems, and
integration of
social-change strategies.