final exam review 4/13- communication campaigns & health
- Michigan State University
- Communication Arts
- Communication Arts 275
- final exam review 4/13- communication campaigns & health
Last Modified: 2011-07-01
Related Textbooks:Fundamentals of Media Effects
2. The strategy used to facilitate change.
3. The potential benefits resulting from proposed change.
4. Public perceptions about the campaign stakeholder.
5. The stakeholders themselves.
-Methods: genre of communication, type of communications media, and strategies that the campaign employs
-Identifies target audiences & behaviors, figure out channel exposure patterns, develop concept, message execution
-Measures behavior (how many ppl engaging in behavior) and behavioral intention (how many intend to engage in behavior after campaign)
-Campaign doesn't clearly define criteria for success
-Wrong medium is selected to reach audience
-Unrealistic goals are set
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