COMM 105 1st Edition Lecture 10Outline of Last Lecture 1. Traditional Advertising Conventions2. Facebook and Social Media Advertising3. Multimedia Campaigning4. Social Media and Big DataOutline of Current Lecture1. Campaigns2. A few principles3. Public Health and Social Marketing4. Relative Effectiveness5. Social Marketing and Fear6. Narrowcasting7. Future of Campaigns8. SummaryCurrent Lecture Chapter 11 – CampaignsCampaigns - Campaigns are a “purposive attempt to inform or influence behaviors in large audiences within a specified time period.” (Rice and Atkin 1994)- Campaigns (in this usage) are more about selling behaviors or ideas than selling products.These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.A few principles of Campaigns- Understanding historical and conceptual dimensions - Apply and extend relevant theory and understand theoretical implications- Analyze the audience: both demographics and psychographics- Mix multiple mediated and interpersonal channels- Evaluate messages and goalsPublic Health and Social Marketing- Social marketing was more or less born out of traditional advertising - Advertising Executives were organized into the War Advertising Council during WWII – later became known as Ad Council.- One of their big campaigns was to convince the public to purchase war bonds.- Example: they used Disney characters in their ads because cartoon characters can dothings that real people can’t and because it was funny.- After the war, the Ad Council stuck aroundo Smokey the Bearo McGruff the crime dog = all about child safety- Similar groups, seeing the Ad Council’s effectiveness and also began social marketingo UNICEF, MADD, Truth- Nancy Reagan’s “Just Say No” campaignRelative Effectiveness- As with regular ads, there are barriers to how effective social marketers can beo Behavioral changes take a long time to be realizedo Social causes are very complex. Yet social advertisements (on TV) last about 30 seconds (Why do people do drugs in the first place?) They need to be emotional because they need to have as much impact as they can in a short period of timeSocial Marketing and Fear- Does fear work?o Research shows that moderate levels of fear are very good at enacting behavior change- Often, fear campaigns aren’t necessarily aimed at forcing attitudinal or behavioral changes, but rather encouraging one to look up more information o Agenda Setting from Chapter 5- When inducing fear, we can think of the Extended Parallel Process Model (self-efficacy and response efficacy)-The goal of these campaigns is to induce enough fear that individuals might be (A) feel cognitive dissonance and then (B) take up our recommendations to relieve that dissonanceo 2 responses to fear: Fear Control – when you feel little self efficacy over the decision. You don’t think you can do it. You find a way to suppress the negative emotions, Danger control – you stop whatever behavior is harming you. You act on your feelings.Narrowcasting- Communication Technology opens up the opportunity to talk about social issues with individuals rather than larger groups- Social Media represents an opportunity for social marketers to customize messages for potential greater effectiveness- Example: support groups for people trying to lose weight or quit smoking onlineo The interactivity of social media has made these behavioral changes a little easierFuture of Campaigns- As media becomes more interactive, so will campaigns- 2 Way Symmetrical Public Relationso Consider persuasion as a dialogue, rather than a one way message- Engaging an audience can get them more investing in the messageSummary- The same principles for selling commercial products can be useful in social marketing- A little bit of fear is an important marketing tool for encouraging social change or at least social awareness- Interactive media, such as social media provide an opportunity to dialogue with (rather than shout at) targets of attitudinal or behavioral