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Lesson 3: Media Workshop Theory Richard Petty and John Cacioppo's elaboration likelihood model (ELM) Theory states that: The listener will process a message through one of two routes: • Central – involves scrutiny of the message content • Peripheral – will accept or reject the message based on irrelevant cues Theory Why is this theory important to you? As a media creator, you must consider which route the target audience will use: If you believe the audience will process the message through the central route, confidently present facts that can be added to the audiences' current knowledge and experience of the topic Theory The peripheral route tends to be more effective in the short term If you believe the audience will process through the peripheral route, use features of a communication that will elicit positive emotions that become associated with the advocated position Theory Whenever possible, create messages that are more likely to be processed via the central route Attitudes changed via the central route are based on active thought processes peripheral route where attitudes are based on passive acceptance/rejection of simple cues Social Marketing Social Marketing: “A program management process designed to influence human behavior through consumer-oriented decision making leading to increased societal benefit” (Smith, 2005) Social Marketing Five steps of social marketing: 1) Permanent, cyclical process 2) Consumer research 3) Audience segmentation 4) Exchange 5) Marketing mix 1) Permanent Process The social marketing process is a cyclical process In order to achieve and maintain behavior change, strategy uses a sequenced framework of: Assessment Planning Setting objectives Pre-testing Application Monitoring 2) Consumer Research People and their behavior are sufficiently complex to warrant a multifaceted research process to identify and track changes in people's knowledge, attitudes, and behavior 3) Audience Segmentation After conducting consumer research, a media planner should segment the audience People and communities are different and can be grouped in ways that maximizes similarities Health media campaigns can take advantage of these similarities and develop specific interventions 4) Exchange Once the specific audience is identified, media planner should identify an exchange that is proposed Behavior change often involves a cost to individuals – the message may have to offer some benefit in order to achieve the desired change 5) Marketing Mix To be considered social marketing, must give thought to: Product/service (or behavior that offers benefit) Price (emotional, social) Place (distribution channels where product is offered) Promotion (methods for motivating or encouraging individuals) Social Marketing Questions that a campaign developer can ask: What is the message goal? Who is the target market? What medium will carry the message? What is the motivational and personal relevance for the majority of people in the target audience? Using Social Media Research has shown found that while non-profit and government organizations utilize social media websites, they do not take advantage of the interactive features that social media sites provide Organizations use social media to disseminate messages, but rarely offered informative videos, links, or detailed information on health issues Organizations also did not take advantage of other social media sites (in additiona to Facebook) that can be incorporated into a social media strategy Most organizations' posts on their social media sites focused on basic health literacy skills versus more critical health literacy skills such as diversity, health disparity, and health care Sites should cater to a variety of skill levels Using Social Media Tools Social media lends to the timely dissemination and potential impact of health and safety information Provides the opportunity to extend reach to include a broader audience Offers an opportunity to personalize and reinforce health messages that can be tailored to a specific group Facilitates interactive communication, connection, and engagement with the public And, is an inexpensive means for communication! Developing a Social Media Strategy Use social media as an element of an overarching communication strategy When creating social media messages and campaigns: Determine target audience Determine objectives Determine amount of time and resources available for the project Developing a Social Media Strategy Social media tips: Make strategic choices; understand the level of effort needed Go where the people are Create messages that are science-based Facilitate viral information sharing Encourage participation Provide messages in multiple formats Set realistic goals Learn from metrics; evaluate your effort