A ADPR 3850 1sst Edition Lecture 8 Outline of Last Lectture R an nd Samplingg I Research II Types T of sam mpling III History H of Research R IV The T Researcch Process Outline of Current Lecture II Goals G v Objjectives III Communica C ation IV The T Messagge Currentt Lecture Differen ntiating goals from objeectives Goals General mission orientted not meeasurable o G o EE g to educcate Athenss Clarke Cou unty residen nts about th he US census o EE g to get ssupport for the US Census in Athens Clarke Co ounty Absttract Objectivves o G Grow out off goals are clear and m measurable o O Objectives aare used to communicaate and plan n campaign o P Provide an eevaluative b benchmark o C Can be outp put i e increase newspaper coverrage or imp pact i e raaise aawareness focused ass well as info ormational attitudinal motivation nal aand or behaavioral Objectivves should b be Linked to t goals Linked to t specific p public Linked to t a specific outcome Linked to t research Written explicitly clearly c Measuraable Time deefined Designeed for a single public an nd single ressponse Stretching but attaainable These notes represent a d detailed interp pretation of th he professor s lecture Grad deBuddy is besst used as a supplement to your own notes n not as a substitute Sample objectives Informaational chan nging messaage exposurre compreh hension and d or retention o to increasee awarenesss of a fundraaising eventt by 10 am mong UGA sttudents b by Februaryy 28 2014 Attitudinal Motivattional modify the way an audience feels o To promote favorable attitudes to oward the n new retirem ment policy among a 8 80 of current employyees by Junee 30 2014 Behavio oral the modification of a behavior o To decreasse smoking by b 50 of all employeees at UGA byy the end off 2014 ccalendar year Tips for Writing Ob bjectives What pu ublic is addrressed Is the ob bjective info ormational awareness attitudinal acceptancee or action b behavior What direction of cchange Increase Decrrease Main ntain Reinfforce What efffect Receiving Objectivves from Aw ward Winnin ng Campaigns Depletee 15 20 K casses of ABSO OLUT BROOK KLYN in threee months aand exceed sales of ABSOLU UT BOSTON Drive aw wareness an nd consideraation for AB BSOLUT BRO OOKLYN thro ough targett right partnersships and media m coveraage that will generate b buzz througghout the NYY market they could be more specificc The Thirrd Step Com mmunicatio on Communication o A Aka execution o TThe processs and meanss by which o objectives are actually aachieved o TThe processs by which tactics are developed to o implemen nt the plan The Goaals of Comm munication Messagee exposure o IIntended au udience exp posed to meessage in intended form m Accurate disseminaation Basic messaage remainss intact as seent through h various meedia o B Acceptaance of the m message o A Audience reetains and accepts the intended i message Attitudee change o SShift in attittudes in direection of meessage Behavio or change o M Make donattion purchaase service etc Making the audience see the message m 5 ttypes of com mmunicatio on media Public m media o U Used to build awarenesss and crediibility o P Paid advertiisements in newspaperrs on billbo oards etc Triess to direct yyou hoping you act on tthis Controllled media o U Used to pro omote and p provide greaater detail than public m media o EE g brochu ures newsleetters direct mail a lot more in nfo than billboard or neews ad provvides more detail Interacttive media o U Used to resp pond to queeries engagge audiences and exchaange inform mation o EE g emails blogs web bsites social media o similar to o controlled d media but two way information eexchange ggive aaudience op pportunity tto have a say in the matter One on one communication o O Obtain commitments n negotiate aand solve prroblems o EE g personal visits lob bbying telep phone calls and other face to facee iinteractionss This is affective for obtainin ng commitm ments becau use you can nt ignore one on one Making the audience pay atten ntion to thee message Theorettical perspecctives o M Media uses and gratificcation The communicaator wishes to inform and perhapss persuade The receiver maay want to b be informed d but oftenttimes just w wants to e be entertained Differen nt audiencess o P Passive audiences Mayy only pay atttention beccause they seek s a diverrsion Mayy require styylish and creeative messaages to garn ner their atttention o A Active audieences Already engaged in your m message so d different more m detail b based tactiics likely to work best Making sure the message is un nderstood In the m most simple sense the ccommunicator and receiver must sspeak the saame languagge o in terms of cultural literacy l beiing aware w what won t w work in certtain ccultures an nd literally speaking thee same language but aalso appealing to ttheir valuess but thee communicator must aalso understtand culturaal differencees Check w writing for siimplicity and clarity o R Readability formulas fllesch cloze o FFlesch meaasure of average senten nce length aand numberr one syllabus words o C Cloze ease with which reader can read sentence where w words are removed Use sym mbols acron nyms easy tto remembeer slogans o TThis can also o make for more creatiive content that will ap ppeal to passive aaudiences Avoid jaargon clich hype eup phemisms ee g layoffs as right sizzing discriminatory languagge Making sure the message is credible Source ccredibility o EE g advertiisements vss news articcles New ws articles arre more creedible writeer is unbiaseed so more trustful t Messagee context o M Making suree your messsage is backed up by yo our actions Involvem ment o FFor low invo olvement grroups cues like source attractiveness can enh hance ccredibility w while high in nvolvementt groups will pay more attention to o the aactual logic of the messsage Other isssues related d to believaability Credibility is influen nced by Sleeeper Effectt hat it has been shown to work butt it is incredibly o SSleep effectt exists in th d difficult to replicate r o IIt is the ideaa that if I am m exposed to a messagee and theree is a discoun nted ssource in th he short term m I will disco ount the meessage But after a few w weeks tthe messagee and that discounting d source beco ome unlinkeed and you forget w why you disscounted the message in i the begin nning Credibility influenceed by audieence predisp positions e g Festingeer s theory o of dissonan nce model o C Correcting ffor dissonan nt