Strategic Planning and Campaign Management - Theories on Effective Messages and Persuasion
7 important questions on Strategic Planning and Campaign Management - Theories on Effective Messages and Persuasion
How can you measure the effectiveness of the communication programme or campaign?
- Process effects (quality of program)
- Communication effects (do the stakeholders know/think what you were aiming for?)
Why do campaigns fail?
- Assumed audiences would automatically receive and accept message
- Blanketed audiences with messages not properly targeted were ignored or misinterpreted
What happens in the hierarchy of effects model of McGuire?
- Higher grades + faster learning
- Never study anything twice
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What is the Elaboration Likelihood Model (ELM)?
- Alternative to hierarchy of effects model
- Content of ELM: People process messages differently, depending on their own involvement with an issue.
What are the specifics of the Central route of the ELM?
- Emphasis on logical and careful consideration
- Effect more long term
- Used when audience have high degree of involvement
What are the specifics of the peripheral route of the ELM?
- More emotional based strategies, less processing
- Effects more short term
- Achieve changes more quickly, because of less consideration
What three parts does the message of Framing consists of?
- Activation of overall frame
- Latent reasoning as part of that frame
- Connection with deeper and culturally shared categories
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The question on the page originate from the summary of the following study material:
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- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
