This weekly blogging reflection is due as a threaded blog post below by Thursday, February 6 @ noon. No exceptions for late work, except with Dr. W's consent.
Read our HANDS-ON SOCIAL MARKETING book, assignment above.
In a SINGLE blog post below for ALL chapters in the section, provide for EACH chapter:
1. A single sentence, IYOW, that captures the THESIS (main argument) for each chapter.
2. TWO specific pieces of supporting documentation - ideas, concepts, steps - to bolster your thesis for each chapter. (Use 2 - 3 sentences for each.)
3. A SINGLE specific question you have after reading and blogging on ALL chapters of the section.
Game on,
Dr. W
Chapter 10
ReplyDelete1. The design approach can help you determine how to shape your behavioral product and how to structure the physical or social environment.
2. A) By "finding the bright spots" you can focus on what's broken and how to fix it. For example, for those who have good health, you can figure out what they're doing differently to get the good results.
B) The goal for design patterns is to make the choice that is most beneficial to the target audience the one that is easiest or feels the most natural. The six most common design patterns are architectural, error proofing, persuasive, visual, cognitive, and security.
Chapter 11
1. Theories of behavior change and message concepts can effectively change health and social behaviors.
2. A) The six most common theories used to explain health and social behavior are Health Belief Model, Theory of planned behavior, Social cognitive learning theory, Transtheoretical Model, Diffusion of Innovations Model, and Extended Parallel Process Model. The Health Belief Model attempts to explain the conditions that are necessary for behavior changes to occur. The individual will take action to prevent based on perceived susceptibility, perceived severity, perceived benefits, perceived barriers, cues to action, and self-efficacy.
B) The concept development stage determines what you will say in your communications rather than how you will say it.
Chapter 12
1. A channel is a medium that delivers your program's messages including a mix ideas of "place" and "promotion".
2. A) After you identify the appropriate channels, you need to think about which outlet (specific television or radio stations, magazines, social networks, websites, and other alternatives) that will promote your message. The most efficient way to do this is ask embers of your target audience which radio stations they listen to, websites they're on, best streets for billboards, etc.
B) The format is the way in which the message is delivered via a media outlet as an advertisement, a news story, opinion piece, etc. The format you choose will help shape the message and will affect your budget.
Chapter 13
1. This chapter describes how the messages designed in chapter 11 can develop the elements of your creative strategy into the finished communications that will run on the channels selected in chapter 12 and draft them to present to the target audience.
2. A) To move from Point A (messages and channels) to Point B (finished communications) a strategic thought-organizer borrowed from advertising called a "creative brief" is used. This is a short one-to two-page document that lays out key facts and strategic approach to guide the creative development of your communications.
B) The creative process can be the most difficult part of social marketing because it is when you hire an outside agency to assist in developing your program.
Question: Is it better to hire an outside agency to assist you in developing your program at the creative brief stage or before?
Chapter 10
ReplyDelete1. This chapter talks about influencing behavior by design and how to shape your behavioral product and how to structure the physical and social environment.
2. A) The most common design patterns fall into six different categories which are architectural, error proofing, persuasive, visual, cognitive, and security
B) The environment surrounding someone can affect their decisions. The environment can be physical or an active environment. By creating this type of environment it encourages people behaviors to change and it increases the positive choices people will make for the long term.
Chapter 11
1. This chapter talks about how to develop an effective message that can positively help change health and social behaviors.
2. A) There are five important stages that people go through while they are trying to adopt a new behavior called the “Transtheoretical Model”. The five stages are precontemplation, contemplation, preparation, action, and maintenance.
B) The “Curse of Knowledge” is when people want to cram as much information into the communications to get the audience’s attention but in reality keeping the message simple and direct if going to make you better off. Putting a metaphor can also be helpful trying to relay confusing information.
Chapter 12
1. This chapter talks about identifying appropriate channels and how marketing mix ideas of “place” and “promotions”.
2. A) Channels that are commonly used in social marketing are mass Medias which include TV, radio, and newspapers. Then there is social media which is blogs, social networks, and online video. Lastly, websites like project site search engines and online games are all good channels that we use most in our society.
B) A huge part of channel selection is who is going to deliver the message. The person delivering the message can have a huge impact on whether the message is shown to be credible, important, and relevant to the target audience. The messenger is usually someone the target audience does not know but the person might be a recognizable celebrity or public figure.
Chapter 13
1. This chapter talks about producing creative communication and how using the message we learned about in Chapter 11 will help develop the elements of the creative strategy in the finished communication that will run on the channels selected in Chapter 12.
2. A) A “creative brief” is to move from Point A message and channels) to Point B (finished communications) by using a strategic thought-organizer borrowed from advertising. This is a short way to lay out the key facts and strategic approach to guide the creative development of communications.
B) To be effective your communication should have three important characteristics. First it must be relevant and meaningful to the target audience. Second, it must be original stating the message in a new way. Lastly, it must break through the clutter and be noticed. These messages also have to fit the goals and objectives that were stated beforehand.
Question:
Emotions play a big part in communication design, is there a way that emotions can have a negative effect on during the communication design?
Chapter 10: Influences Behavior by Design
ReplyDeleteThesis: Social marketers focus on behavioral change, often through tangible external resources including physical and social elements.
10A: Creating such boundaries can influence people’s influence to do things that aren’t in their best interest. Various types of mental biases can be bypassed with the emphasis on these external factors.
10B: Six design patterns (architectural, error proofing, persuasive, visual, cognitive and security) focus on making the designed behavior easier to perform, or the undesired behavior harder to execute.
Chapter 11: Developing Effective Messages
Thesis: The use of theory-driven messages can effectively change behaviors by producing positive and lasting effects.
11A: There are six different theories that each has their own individual outlooks on effective behavioral change techniques.
11B: Effective messages that promote behavioral change are simple, unexpected, concrete, credible, emotional and story-based.
Chapter 12: Identifying Appropriate Channels
Thesis: Creating successful channels help social marketers effectively and efficiently reach their target audience.
12A: Once, the channels have been identified, the marketing team can decide what media outlets are most effective. If television has been selected as one of the outlets, the team will look at what channels and what time slots will be most appropriate, to reach the target audience.
12B: Deciding the format and choosing who will be the messenger will often determine the outcome of the message. Varying formats with an identifiable messenger is often the most successful approach, yet sometime the most expensive.
Chapter 13: Producing Creative Communications
Thesis: Using the messages from Chapter 11 and the channels from Chapter 12, strategic marketers can begin to the composition of more concrete item known as a creative brief.
13A: The creative brief is a two-page document that will guide the development of communications. Various components such as identifying objectives and barriers, will further aid in the organization process.
13B: Once the components of the creative brief are complete, a draft can be created. Target audiences should be able to visualize the draft in its final form, although necessary changes can be made to the documents over time.
Question: After looking at a few sample creative briefs for visualization purposes, I’m curious if this document fits into the advertising component of a business/marketing plan?
10: Modification of environment rather than attempting behavioral changes is a more effective way of persuasion.
ReplyDelete10a: People are often irrational in their choices, with their rational mind losing to spontaneous nature. If benefits of decisions are seen immediately, and cost comes later, they’re most likely to participate.
10b: In the designing process, it’s important to look at possible behaviors and reactions consumers will most likely have. Scenarios where the audience will most likely partake in the desired behavior are key to consider. Enabling, motivating, and constraining are common design pattern methods used to inspire change in behavior.
11: The combination of research findings and thoroughly understanding the six current behavior change theories can be used to effectively change behaviors.
11a: The Health Belief Model explains the steps that are necessary for a change in behavior to occur. The Theory of Planned Behavior is the most important indicator of predicted behavior. Social Cognitive Learning Theory is about the factors of the individual and the environment.
11b: Transtheoretical Model shows the different stages that occur when someone makes a change in their behavior. They are precontemplation, contemplation, preparation, action, and maintenance. Diffusion of innovations relates to the population and the innovation that occurs within it over time. Extended Parallel Process Model, or “Fear Appeals”, states that people viewing fearful messages will take necessary action to rid the feelings of fear they experience.
12: Evaluating the best potential channels is essential for effective social marketing.
12a: The channel should be both effective and efficient. You need to find out where your potential audience members spend most of their time. Common channels are mass media, social media, web, email, outdoor ads, brochures/posters/newsletters, entertainment education, interpersonal, and word of mouth communication.
12b: Outlets are the specific stations, magazines, and networks that exist within the channel. You can find a lot of information within the media outlets themselves. Media kits, and different advertising businesses can aid as sources of information.
13. The next step is developing a creative ad and other promotional material that engages the audience successfully.
13a: A creative brief is a 1-2 page document that describes the proposed strategic approach. This is the “springboard” where other ideas can grow from, but still stay on task. The target audience must be described as well.
13b: Communication objectives such as barriers, tone/image, media, and support statements are included in the creative brief to clearly separate the different aspects of the campaign.
Q: What’s the most important behavior change theory to examine when trying to create a positive change?
Chapter 10
ReplyDelete1) It is possible to have a greater influence on behavior change by designing the environment where the behavior is likely to occur.
a) Enabling is making the desired behavior easier to do than the alternatives. Education, incentives, and attitude change can motivate a behavior to occur that otherwise might not. Constraining is making all other alternatives harder to do than the desired behavior. Each of these three strategies are design patterns that can be applied in many different situations and desired behavior changes.
b) Design patterns are often architectural, error proofing, persuasive, visual, cognitive, or security "themed." These each have a different approach to affecting behavior change.
Chapter 11
1) In order to develop an effective message for social media a lot of planning must take place otherwise behavior change might not happen.
a) There are a number of theories about how to effectively create a behavior change. The theories are: Health belief model, theory of planned behavior, social cognitive learning theory, transtheoretical model (stages of change theory), diffusion of innovation, and extended parallel process model. The theories can be overwhelming which is why it is more important that your target audience posses a number of traits, all of which will make behavior change more attainable.
b) There are also a number of message concepts to consider when crafting a message. It is essential that you keep simplicity in mind when crafting messages. You are the expert, and need to assume that your audience is not. If too complicated and overwhelming, they will not listen.
Chapter 12
1) After you decide your message, you must determine what the most appropriate channel is to communicate it to your audience in the most effective manner.
a) It is often the case where you will use a number of different communication channels and each one will serve a different purpose for your campaign. Each medium has a different set of pros and cons, and it is important to consider your audience when choosing who you want to reach. If your audience is older than email may be better than twitter, for example.
b) Once you decide to use a certain channel, take radio for example, you must decide which outlet to use. Z100 might reach 13 year olds, where NPR might reach an older audience. This choice is very essential to success.
Chapter 13
1)Now that you have decided your message, and where to broadcast it, you must decide how you want to creatively communicate it.
a) Considering the tone of your message is important. If you are approaching a touchy subject, it is important to take it seriously, and consider the audiences feelings when addressing it.
b) Your ultimate product should clearly define a promise that the audience will receive if they adopt the behavior. This answers the question of "WHAT IS IN IT FOR ME???" that your consumers will need in order to motivate them to actually change.
QUESTION: What has the most effective communication channel been throughout the years (how has it changed over time) ?
Chapter 10
ReplyDelete1. This chapter talks about how designing the environment that you want to have social change occur in can be beneficial to your getting your audience to adopt that behavior change.
a. The environment that an individual is surrounded by affects their decisions greatly. This type of influence is very important on top of the influence that they are receiving from the product.
b. Error proofing is an important way to prevent deviations from the target behavior by making it harder for error's to occur. This type of effective design help to make sure that the social marketing campaign runs smoothly.
Chapter 11
1. This chapter talks about how to change health and social behaviors through a combination of your research results and your understanding of behavior change.
a. The theory that states that behavior change is influenced by environmental and emotional factors is social cognitive learning theory. the individual will act if the positive outcomes of the behavior out weigh the negative outcomes.
b. The theory of planned behavior states that if a person plan's to perform the behavior then it is more likely that they will perform it if a situation arrises.
Chapter 12
1.This chapter discusses identifying appropriate channels of communication that you can use to reach your audience involving the marketing mix ideas of "place" and "promotion"
a. Once you have identified the most appropriate channels to use to reach your audience the next step is to think about what specific outlets you are going to use to promote the message. ex. television or radio stations
b. One thing that is very important to think about when considering channel selection is who is going to be the one to deliver the message. The messenger you choose can have a very big effect on how well your message is received by the target audience.
Chapter 13:
1. This chapter discusses the production of creative communications. To effectively reach your target audience you must understand your audiences lives and mindsets to create ads that will engage them more deeply.
a. It is important to remove barriers that will prevent people from adopting the behavior that you are trying to achieve, these may include physical, emotional, psychological, social and cultural barriers. You can get over these barriers by changing the target audiences perceptions of these barriers.
b. Language plays a very important role in the communication process, the language that you use to communicate will affect how the target audience is influenced by your ads.
Question: Which is more effective the format of an ad or the language used in the ad and does there exist a relationship between the two?
Chapter 10: Influencing Behavior by Design
ReplyDeleteThesis: Altering how the physical or social environment is designed may sometimes be more effective in changing behavior than outright advocating for a specific behavior change.
1. “I made up my mind… that I would never try to reform man- that’s much too difficult. What I would do was to try to modify the environment in such a way as to get man moving in preferred directions.” –R. Buckminster Fuller (page 93)
2. Humans are not always rational decision makers, but often act irrationally in predictable ways. The book used the example of humans considering Star Trek’s logical Mr. Spock and The Simpson’s impulsive main character, Homer.
Chapter 11: Developing Effective Messages
Thesis: For a message to be effective, it must take theories of health and social behavior into account, because actual behavior change involves a complex thought process.
1. An important element of the Health Belief Model is self-efficacy, or that an individual must belief he or she can take action.
2. Both the Theory of Planned Behavior and the Social Cognitive Learning Theory state that if an individual believes positive outcomes will outweigh the negative, he or she will be motivated to act.
Chapter 12: Identifying Appropriate Channels
Thesis: Choosing an efficient channel for which to disseminate your message on, consider how to reach the most members of the target audience per dollar expended.
1. Channels commonly used in social marketing include: mass media (television, radio, newspapers, magazines), social media (blogs, social network sites, online video), websites, e-mail, outdoors advertising (billboards, transit ads), and more.
2. “The more time someone is exposed to a message in different ways, the more likely it will stick.” (page 126)
Chapter 13: Producing Creative Communications
Thesis: After gathering information about all aspects of your program, producing the creative piece should align with previously researched information (for example: making sure to reach the specific target audience).
1. Make sure to account for the several types of obstacles your audience may encounter including: physical barriers (inaccessibility of services, lack of transportation, monetary cost), emotional or psychological barriers (fear of social disapproval or rejection, fear of failure, dislike of the product), and social or cultural barriers.
2. “To improve your chances of success, try to expose target audience members to the message at a time that they will be most receptive and able to act on it” (page 139).
Question: Do the most successful social media campaigns have one or two strategies or characteristics in common?
Chapter Ten – This chapter discusses how behavior can be influenced and how to shape your product and the physical/social environment.
ReplyDelete1. There are eight mental biases: anchoring, availability, representativeness, unrealistic optimism, loss aversion, status quo, framing and priming.
2. There are six design patterns that make the behavior easier to perform: architectural, error proofing, persuasive, visual, cognitive and security.
Chapter 11- This chapter discusses how in order to have an effective message and have health/social behavior change, intensive and thorough planning must be done.
1. The theory of planned behavior says that if the person plans for the behavior to happen, they will most likely perform the behavior if the situation comes up.
2. Self-efficacy (individual believes they can take action) is important in the Health Belief Model.
Chapter 12- This chapter discusses how to identify the best channel to deliver your message, the medium for which you choose and the place/promotion.
1. When deciding what channel to use, it’s important to research the target audience to see where they get their information.
2. After you decide the channel, you can move on to what media outlets work the best, including: television, internet, radio etc.
Chapter 13 – This chapter discusses creative communications and how you must understand the audience to engage them deeply.
1. In most cases, you hire an outside agency to help with the creative communications so it can be difficult to connect with them to get your message out the way you want to.
2. There are barriers when trying to reach your audience including: physical, emotional, psychological, social and cultural barriers.
Question: Have there been any well-known stories of creative communications gone wrong- have outside agencies really screwed up the company’s message?
Chapter 10
ReplyDelete1. Design can help affect behavior change by altering the audience’s environment, making it easier to adapt the new behavior.
2. A. People are often unknowingly irrational in thought, and often make decisions that may not be in their best interest. The limbic brain often wins out over the rational brain by appealing to emotions and spontaneity. Taking people’s predictable mental biases into account can help form designs that overcome people’s impulses.
B. Campaign designs fall into 6 categories – architectural, errorproofing, persuasive, visual, cognitive, and security. In order for any of these to be successful there must be a blend of desirability, feasibility, and viability in order to properly motivate the target audience.
Chapter 11
1. Behavior change is a deeply complex process, and in order for a behavior to change, a campaign must look at theories used to understand the process of actually changing a behavior.
2. A. The theory of controlled behavior is an example of how complex behavior change is. The theory covers 3 main factors that influence an individual’s intention; attitude toward the behavior, subjective norms associated w/ the behavior, and perceived behavioral control. Behavior change is complex.
B. Theory is important when crafting a message as well. Messages that are simple, unexpected, concrete, credible, or emotionally appealing are proven to resonate more with people, increasing opportunity for behavior change.
Chapter 12
1. Figuring out where and how your target audience members get information is the key to creating a campaign that resonates and creates behavior change in a financially sound way.
2. A. Of all the different channels to use, mixing them can be most effective. TV and radio reach large numbers of people, but websites and printed materials can provide more depth. Mixing channels also covers people who absorb info in different ways, by seeing it, hearing it, or experiencing it.
B. When deciding which channels to use, it is important to consider which particular channels your audience uses; which TV and radio stations to they listen to a and watch? What social media are they on? The messenger that is going to deliver your message also needs to be carefully considered.
Chapter 13
1. Crafting ads and promotional materials that speak to and engage your audience is based on well-designed messages and carefully selected channels.
2. A. Barriers are a big consideration when producing communication. Physical barriers to adaptation, emotional/psychological behaviors, and/or social/cultural barriers all present obstacles between you and the target audience.
B. Creativity is different for everyone but all communications need to be relevant and meaningful to the target audience, original in the way the message is stated, and noticeable. Issues with things like language and reading level are very important, depending on audience segmentation.
Question: Are there any trends or similarities in terms of creative strategy with well established companies like Coke and Beer companies?
Chapter 10:
ReplyDelete1: Sometimes, changing the physical or social environment can be more effective in achieving desired behavioral changes, rather than focusing on changing one person at a time.
2a: Science in recent years has popularized the idea that, unlike what many economists assume, humans don’t always act rationally. In fact, they often act irrationally, failing to effectively weigh the costs and benefits of certain choices. By taking into account these moments of impulsivity and spontaneity, you can more effectively manipulate your messages, and the social and physical environment in order to overcome these irrational thought processes.
2b: In order to promote healthful eating and physical activity, the Active Living by Design program instituted a multi-faceted program in order to reach their goals. After meeting with locals to figure out what kinds of barriers existed and creating groups to help promote physical activity, they conducted and participated in community events to educate people about active living. Additionally, they organized clubs and activities that encouraged and supported individuals to make healthier choices.
Chapter 11:
1: Successful social marketing campaigns use the six theories of behavior change in order to develop a deeper understanding of how to create messages that will produce lasting effects.
2a: In order to get someone to change their behavior using fear appeals, as explained in Extended Parallel Processing Model, there are multiple things one must experience in order for behavior changes to occur. They must believe there is not only an effective response, but that they are capable of undertaking that action. Without understanding this theory, a message might only address one of these and behavior change would not occur.
2b: After developing an understanding of the components necessary for behavior change, messages can be developed that address each point. The synthesis of these theories suggests that one must perceive that they are capable of performing the suggested action. The book echoes this, saying, “Don’t just tell people to save the planet; give them a simple, concrete action they can take and show them what it looks like to save energy in their home” (113).
Chapter 12:
1: In order to gain your target audience’s attention and motivate behavior change, you must evaluate and choose the most effective mediums, or channels, through which you will distribute your messages.
2a: During the research phase, you must find out from your target audience which cannels they use to get their information and which they trust the most. This is especially important because, “They will not go out of their way to find your message; you must go to them” (125).
2b: You don’t have to choose one channel for the entire campaign. Certain channels might be more effective at different stages of your program. For example, “a billboard…is a good way to raise awareness about an issue…but it might take a conversation with a clinician to finally motivate someone to act” (126). Combining different channels can reach a wide variety of people who absorb information in different ways.
Chapter 13: Producing Creative Communications
ReplyDelete1: Before the final implementation of your strategy, you must create what is known as a “creative brief,” a short document that lays out all of the key information and strategies necessary to conduct your campaign that will ultimately help in the final stages of planning.
2a: Once you have done this, you can use this document in order to guide your creative process. For a successful campaign, your communication must be relevant, meaningful, and original. However, the creative brief will aid you in creating communication that is fresh and interesting, while still meeting your goals and objectives.
2b: Finally, this creative brief will help steer the final drafting process of all of your materials. All of these steps will better prepare you for an effective pretesting stage, which is the next component of your strategy. Following pretesting, you can go back over your brief and identify key pieces that may need tweaking, or that worked well.
Question: How does the pretesting phase actually work? Do you conduct more focus groups and things like that? Or, do you actually start producing messages via your chosen channels? How do you get feedback?
Chapter 10
ReplyDelete1. The design of a product is very important. So important that the design of a product, or the design of the product's environment can influence a person's shopping habits. This can also lead to behavior change.
2A. Anchoring, Availability, Representativeness, Unrealistic Optimism, Loss Aversion, Status Quo Bias, Framing, and priming. These are all examples of mental biases that people become susceptible to which can make it harder for a campaign to change behavior.
2B. Enabling the desired behavior and making it easier than the alternatives, as well as motivating the behavior through education and constraining alternatives by making them difficult to access are all tactics involved in design patterns.
Chapter 11
1. Changing the behavior of your target audience is quite an undertaking. There are several theories that can help social marketers change their audience's behavior such as the Health Belief Model, Theory of Planned Behavior, Social Cognitive Learning Theory, Transtheoretical Model, Diffusion of Innovations Model, and the Extended Parallel Process Model.
2A. The Transtheoretical Model is comprised of several stages: Precontemplation, Contemplation, Preparation, Action, and Maintenance. Maintenance helps reinforce commitment to a product or behavior change.
2B. It's more important to be precise about what you're going to say to your audience instead of how to convey your message. This is the idea of message concepts.
Chapter 12
1. There a tons of channels that can effectively grab the attention of your target audience. Each channel can be tailored to serve a different purpose in a campaign. For example, a billboard or a radio ad is a good way to get someone's attention, but a website can provide more information about a certain topic.
2A.Each channel has its strengths and weaknesses. The trick is to use several different methods that compliment each other. The more often people are exposed to a message in different was, it is more likely to stick.
2B. Messengers are an important aspect to grabbing the attention of your target audience. A messenger can have a great impact on how effective, important, credible, and relevant. You need to also be aware of the relationship the audience already has with your messenger.
Chapter 13
1. The "creative brief" lays out the key facts and strategic approaches in order to guide the creative development process. It helps create great ideas while also keeping everyone on task with the strategy in mind. It is the basis of all creative communication projects.
2A. Language issues can create barriers. It is important to personalize your message, use positive appeals to effect attitude change, and give a feeling intimacy. This will help you reach your customer and give you a more positive image. You become more than a salesperson, you become more humanized and trustworthy.
2B. Tone can help create a personality for your product. If you use a humorous tone it can be very effective in drawing someone into your message. However, using the wrong tone to convey a message could give people the wrong impression, confuse them, or make the message ineffective.
Question: Do companies have to create new campaigns every time they want to convey a certain tone in their message?
Chapter 10
ReplyDelete1. This chapter discusses how the placement of the way something is designed or laid out is strategically thought out to influence consumer behavior and increase sales.
2a. You want to make both rational and logical decisions about design but also want to be effective in what you are trying to display.
2b. The use of design is better executed when they follow and track past consumers behavior. It helps them better able to make beneficial decision on design placement.
Chapter 11
1. This chapter discusses creating effective messages to change health and social behaviors.
2a. You need to understand how behavior changes occur before you can create one that will be effective on your target audience.
2b. One will act or take part in something if they feel they will gain the positive outcome they are looking for. Individuals are more motivated to do things that have more pros than cons.
Chapter 12
1. This chapter discussed how place and promotion are used when delivering your marketing message to the appropriate channels
2a. You need to ensure you are reaching out to your target audiences though the write channels. It is your responsibility to go to them in the best way possible they will not be reaching out to you.
2b. Deciding which outlet you are going to use when reaching your channel is huge. You want to ensure you are gaining the largest audience you can but also being effective when reaching them.
Chapter 13
1. This chapter discusses how to create an effective and creative communication strategy.
2a. This chapter explains putting many aspects together to create a plan. Making a creative brief makes it so that you have all of the most important information together and you can develop your plan effectively.
2b. Being clear and precise when creating each aspect is extremely important. Ensure that you include a creative side that gets what you want across in a memorable way.
Question: Are these creative strategies used in today’s current market? Are there certain situations where these strategies have worked tremendously or not at all?
Section 4:
ReplyDeleteChapter 10:
1. This chapter explains how to influence consumers' behavior by creatively using design.
2.a. The first section of the chapter explains what behavioral economics is by giving a general definition. It explains how and when consumers are most likely to make irrational decisions.
b. After behavioral economics is thoroughly explained, the chapter discusses how design enters the process and influences the consumer. It is important to strategically design how your marketing process will take place in order to get the desired results from the target audience. It also goes through all of the different design patterns.
Chapter 11:
1. This chapter discusses the various theories of behavior change.
2.a. After briefly explaining the theories of behavior change, the chapter lists the most common theories used to explain health and social behavior. These include the health belief model, theory of planned behavior, and extended parallel processing model.
b. There are 6 common theories, so after they were explained in greater detail, the chapter goes into depth about different message concepts. Some examples of different message concepts are simple, unexpected, and stories.
Chapter 12:
1. This chapter goes over the ways that different marketing schemes must identify appropriate channels to display this message.
2.a. There are many different types of channels over which marketing schemes can be displayed. These channels include TV, radio, internet, and community events.
b. After explaining when each channel is appropriate, the chapter discusses outlets, formats, and messengers. These three topic areas are crucial when it comes to effectively selecting an appropriate channel.
Chapter 13:
1. Chapter 13 is about producing creative communications and how the right marketing strategy can effect consumers.
2.a. The first part of the chapter explains how to effectively analyze research and apply creative theories to it. Understanding the target audience is important, and when you can identify a creative marketing scheme to take full advantage of the market.
b. There are many different factors is the creative marketing scheme, and the factors are all explained in the next part of the chapter. Examples of these factors are barriers, key promise, and media.
Question: In a diverse area such as a city, how can creative marketing schemes not be too specific? How can the marketing scheme be broad enough, but still effective?
Chapter 10
ReplyDelete1. Your audience can be persuaded to follow a specific behavior just as much by altering the physical and social environment as they can be through crafting messages.
2. A) Humans tend to make decisions in predictable patterns, specific modifications to products, procedures, infrastructure, or the surrounding environment can increase the likelihood of compliance.
B) These modifications tug on peoples' tendencies to be motivated through constraints, enabling, desirability, visibility and viability.
Chapter 11
1. Communication can be most effectively by crafting the message based on well established communication theory.
2. A) Messages can be made more appealing to the audience by keeping it simple, unexpected, appealing to emotions, and using narratives.
B) No matter how much you know about a topic, you don't want to overwelm your audience with too much information.
Chapter 12
1. It is important to consider the characteristics of your target audience when deciding which channels of communication you are going to use, so you don't waste time and money.
2 A) If you're trying to appeal to a youthful crowd then social media, email, and entertainment education would be most fitting.
B) If you want to reach an older crowd your best bet is newspapers, radio, direct/e-mail, and news letters.
Chapter 13
1. The final message should be a balance of creative communications, and research based and theory driven strategy.
2. A) When crafting a creative brief it is important to consider what barriers (thoughts, feelings, stigmas) will dissuade your target audience from listening to you and avoid touching on them.
B) You want your message delivery to be as original and exciting enough to get your audiences attention while meeting the goals and objectives of your communication strategy.
Question: Is it more effective/efficient to run one broad campaign that applies to multiple target audiences, or multiple small campaigns that are more tailored to specific target audiences?
Ch.10
ReplyDelete1. In this chapter we learn about how influencing behavior is dependent on the environment that surrounds.
2. Altering the physical or social environment can either make it easier for someone to perform a desired behavior (e.g., vehicles with built-in child safety seats) or make it more difficult to perform an undesirable behavior (e.g., prohibiting smoking in restaurants and work places). If you can identify ways to create structural change, you may not need to focus on changing behavior one person at a time— usually a more difficult proposition.
"I made up my mind ... that I would never try to reform man— that's much too difficult. What I would do was to try to modify the environment in such a way as to get man moving in preferred directions."
Ch.11
1.This chapter gives us the run down on how developing effective messages can be crucial in changing social and health behaviors.
2. On the surface, behavior change appears to be a single-step occurrence; either someone engages in a behavior or not.
According to the theory of planned behavior, behavioral intention is the most important determinant of behavior. If someone plans to perform a behavior when in a particular situation, then the behavior is much more likely to occur.
Ch.12
1. this chapter breaks down for us the ways to get your message out.
2. Efficient means that you reach the most target audience members per dollar expended. If you are trying to reach a very small audience segment such as parents of fifth graders in a particular school district, then using television might be overkill; the message will reach many people, but the efficiency of the medium is low relative to the number of target audience members.
Effective means that the way in which you convey the message attracts attention and inspires behavior change.
Ch.13
1. This chapter discusses how to create a "creative brief" and how that will aid in creating an effective communication strategy.
2. Make clear what outcomes you expect from the target audience being exposed to your communications. These objectives must be very clearly aligned with the overall goal and objectives for your social marketing program and will likely include knowledge, attitude, and behavioral changes.
Several types of obstacles may create resistance to adopting the product among the target audience; this is where the price element of the marketing mix comes in
Q: I would like to see an example of a creative brief.
Chapter 10
ReplyDelete1. This chapter explained how we can use the design process to structure the physical and social environment in order to promote the behavior change you wish to see.
2A. Most people do not weigh the costs and benefits of the specific behavior that we seek to change. They only experience the benefits and don’t have to pay the costs till later, they do not have experience thinking through the decision, they do not receive immediate feedback on the consequences, and they have a hard time imagining the possible outcomes of the behavior.
2B. From there we can implement the design process by either trying to highlight the “bright spots”, instead of focusing on what’s broken and how to fix it or you can create a situation that both encourages and supports individual behavior changes. It is also important to know the design patterns of which to allow the consumer to make the most easy and natural choice through enabling, motivating or constraining.
Chapter 11
1. Chapter 11 allows us to understand the theories of how behavior change occurs and how to determine what we will say in our communications rather than how we will say it.
2A. We must understand the six most common theories used to explain health and social behaviors in order to understand the transition from nonadoption to adoption and to elucidate how to affect that process. The six theories are Health Belief Model, Theory of planned behavior, social cognitive learning theory, Transtheoretical Model (stages of change theory), Diffusion of Innovations Model, and Extended Parallel Process Model (fear appeals) all of which will help us to highlight key issues of behavior change to consider when developing our messages.
2B. We must spend some time thinking about the basic elements of our message based on the theoretical constructs that we choose. We can explain our message clearly and simply to someone without cramming too much information into one thing, demonstrate something about our issue that is counterintuitive or surprising, present our ideas in a relevant and meaningful way to our audience, provide our audience with a reason to believe our message, use the emotions of our audience so that they are more likely to pay attention and remember what we told them, or we can tell them stories that include some of the aspects above.
Chapter 12
ReplyDelete1. In Chapter 12 we are informed on how to identify the appropriate channel, the medium that delivers our message that will reach our audience effectively.
2A. We must consider the most effective and efficient methods of reaching each target audience segment, through either mass or social media or websites. Which specific outlet, or television or radio stations, magazines, social networks, websites, and other alternatives to promote our message must also be examined.
2B. Also, we must consider the format in which our message is delivered, either via an advertisement, a news story, an opinion piece, or anything else. Lastly, who will deliver our message is also important.
Chapter 13
1. Chapter 13 makes us consider the capabilities and limitations of the channels we have selected while developing the elements of our creative strategy into the finished communicated message.
2A. We must use a strategic thought-organizer called a “creative-brief” that lays out the key facts and strategic approach to guide the creative development of our communications. We must be informed our target audience, our communication objectives, the barriers, our key promise to our audience, our support statements, tone/image, the media, our openings, and other creative considerations while developing our communication.
2B. Before we must put it all together by creating drafts of our materials we must make sure our communication is relevant and meaningful to our audience, is original, stating the message in a new way, and must “break through the clutter” and be noticed. Also, the language that we use in our communications will affect how well the target audience comprehends and processes the ideas, and it must allow the audience to pay attention to our message and act on it.
CHAPTER10
ReplyDelete(1) When looking at you potential customers, it is important to prepare yourself for all of the possible behaviors and reactions that you may come across.
1- The six design patterns are architectural, error proofing, persuasive, visual, cognitive and security. These patterns can make the desired behavior more easily adaptable or, vice versa, can make bad behaviors more preventable.
2- It can be more effective to take the previous audience and customers into account to see which strategies work and which ones do not.
CHAPTER11
(1) The Transtheoretical Model shows how the individual goes through a series of stages when trying to change their behavior.
1- The five stages in trying to change (or adapt a new) behavior are pre-contemplation, contemplation, preparation, action and maintenance.
2- Behavioral change is influenced by both emotional and environmental factors, and the individual will take action only when the positives outweigh the negatives; this theory is known as the Social Cognitive Learning Theory.
CHAPTER12
(1) A channel is a medium that conveys your message (including “place” and “promotion”) and is effective in capturing the audience.
1- Types of channels commonly used to deliver messages are mass media, social media, email, internet sites and outside media which includes billboards and bus advertisements.
2- In channel selection, it is important to carefully choose who you have deliver your message to the targeted audience. Who and how you relay the message can have a huge impact on the message and your audience’s perception.
CHAPTER13
(1) When creating an effective and creative communication strategy, it is important to take what was explained in the two previous chapters about behavioral change and channels into account.
1- Using “creative briefs” are effective strategies because these one or two page documents lay out what key factors and useful tactics to help structure creative development.
2- Barriers are obstacles that need to be taken into account when coming up with an effective communication strategy. They can be emotional or psychological, social or cultural, or can be physical. A common example of a barrier is language; language can be helpful or hurtful when relaying a message to your targeted audience.
Question: In today’s world of social marketing, is it more beneficial to advertise via the internet or out in the world (using newspapers, billboards, etc…)?
Chapter 10 – “Influencing Behavior by Design”
ReplyDeleteThesis: Humans are predictably irrational and can be persuaded by changing their environment.
Support 1: You can design the environment to facilitate helping people change their behavior. For example, employers can automatically take money out of an employee’s pay check for retirement savings, and make it an opt-out program instead of an opt-in program.
Support 2: Design patters can be categorized into 3 primary categories: enabling, motivating, and constraining. Enabling is used to make a behavior easier than the alternative. Motivating involves using incentives to change behavior. Constraining increases the difficulty in doing an alternative behavior.
Chapter 11 – “Developing Effective Messages”
Thesis: Theories can help guide the creation of an effective message.
Support 1: In the Theory of Planned Behavior, a person’s intention predicts whether a behavior is taken. Intention is influenced by attitude toward the behavior, subjective norms associated with the behavior, and the perception of external factors to help or hinder carrying out the behavior.
Support 2: Chip and Dan Heath created a guide to design memorable and compelling messages. It involves six elements including simple, unexpected, concrete, credible, emotions, and stories. Any one or a mixture of some of them will help make a message easy to remember, carry out, and pass on.
Chapter 12 – “Identifying Appropriate Channels”
Thesis: You need to identify an appropriate channel in order to get your message out to your target audience.
Support 1: Your audience will not go out of their way looking for your message. Consider where they spend most of their time and how they get their information. Find out which channels your audience pays attention to and trusts.
Support 2: After you have chosen the appropriate channels, you can narrow it down to the right outlets. If you decide to air a radio ad, find out what radio stations your target audience listens to. If you make a magazine ad, find out what magazines they read.
Chapter 13 – “Producing Creative Communications”
Thesis: You need your communications to resonate and be engaging.
Support 1: Create a “Creative Brief” to outline key facts and your strategic approach for your communications. Identify your target audience, communication objectives, barriers, key promise, support statements, tone, media, openings, and other creative considerations.
Support 2: To make your message creative and effective, make sure it has three main characteristics. It should be relevant, original, and noticeable.
Question: With so many messages out there, how can you stand out?
Chapter ten: Consumer behavior is heavily effected by design; purposely crafted to make people buy as much as possible, while having them believe they are making intelligent decisions.
ReplyDeleteGrocery stores use design by placing certain goods in the store that direct the shopper to see and buy more. Staple foods such as milk and bread are placed the furthest away from the entrance, guiding shoppers through the store where they might see other items they didn’t know they wanted.
Design patters are used to create an effect on the consumers behavior and how they act: enabling, motivating and constraining. These behaviors are the end product of one of the six design patterns: architectural, error proofing, persuasive, visual, cognitive and security.
Chapter eleven: Messages are developed though theory and research to change health and social behaviors.
The theory of planned behavior means that a persons behavior is predictable when they previously decided to perform that behavior when a certain situation is presented. Factors that influence this predetermined intention are: attitude toward the behavior, subjective norms associated with the behavior, and perceived behavioral control.
When planning a message, what you are trying to communicate is more important than how it is said. When designing the central idea of your message it needs to be simple, unexpected, concrete, credible, emotional or have a story.
Chapter twelve: Place and promotion need to be considered when identifying the appropriate channel to communicate your message.
After identifying the appropriate channel the company needs to find specific outlets which they can best promote their message. To figure out which outlet to use you need to see what your target market is paying the most attention to.
The messenger have a large impact on whether the message is perceived as credible, relevant, or important. This messenger can be a famous person, a peer, a role model or just a generic figure.
Chapter thirteen: In order for the communication to be successful it needs to be received by the target audience.
Barriers create resistance between the viewer and the message. These problems include physical, emotional or psychological, social or cultural.
In order for the message to be as effective as possible it should be relevant, original and “break through the clutter”. These characteristics bring out your creativity when brainstorming.
QUESTION: How are behavior change theories chosen when examining a particular target market?
Chapter 10 - Altering the environment in which a consumer lives can do one of two things: make it easier for someone to perform a desired behavior, OR make it more difficult for someone to perform an undesired behavior.
ReplyDeleteA. This approach works because people tend to have predictable mental biases that affect how they interpret situations and how they make decisions.
B. In the first step of the design process, we do what is known as “Empathize”. This involves observing users in the context of their entire lives, and using qualitative research to determine what it is that they need. This can include interviews, immersion, video observation, etc. It is important to look at the problem as a beginner and not make any assumptions. Spend time observing rather than interpreting.
Chapter 11 - Before you can interpret research results and begin a design plan, it is important to have a strong understanding of behavior change and the theories of behavior change.
A. The Transtheoretical Model outlines the different stages of change and adapting a behavior. The stages are: precontemplation, contemplation, preparation, action, and maintenance.
B. The Extended Parallel Process Model discusses the use of fear in social marketing. The theory states that when people are confronted with messages that instill fear in them, they will do one of two things: (1) take preventative action to eliminate the proposed threat, or (2) control their fear through denial or avoiding the issue.
Chapter 12 - A channel is defined as the specific medium that delivers your strategic messaging to your audience. It is important for chosen channels to be both effective and efficient.
A. A common channel used in social marketing is social media (which includes blogs, social networking sites, and online video). Some pros of social media include allowing users to engage with the issue, information is easily spread from person to person, and a low cost. Some cons include users are required to have internet access, there is less control as the message spreads, and social media can be time-intensive.
B. One important aspect to consider besides the channel, outlet, or format is the messenger – who will deliver your message? To determine who is best, you should look at who your audience may admire, find credible, relate to, or trust.
Chapter 13 - After you have designed the messages for your campaign, the next step is to turn your creative strategy into finished communications.
A. An important element of the creative brief is the barriers section. This is where you include obstacles that may cause users to resist adopting the targeted behavior. These barriers may include physical barriers (lack of transportation, cost), psychological barriers (fear of rejection, dislike of product), or social/cultural barriers.
B. Creativity can often be the most difficult step in the communication process. When considering creative elements, remember to keep messages relevant, meaningful, original and noticed.
QUESTION: How do social marketers decide between using real people or using text/images to deliver a message?
Chapter 10-
ReplyDelete1. You can manipulate a person's behavior by more or less coercing them subconsciously into change.
2. a- We have mental biases that we may not even realize exist. We don't consider size unless there is something to compare it to, we value things more once they are already ours, and sometimes we just get stuck in routine. all of these metal biases and more need to be considered when formulating a plan.
b- All of this means when using design tactics, it is important to consider where your audience comes from and where they are most likely to go. Simple, easy changes that are realistic and attainable are always a good starting point.
chapter 11.
1- When a subject is changing their behavior, they go through a series of steps as describes by the transtheoretical model.
2- a. There are five steps in the model: pre-contemplation, contemplation, preparation, action, and maintenance. They are all fairly logical and crucial to the end result of behavior change.
b. The EPPM talks about fear appeals and how they can have behavior change in either a positive or negative manor. Sometimes when you use fear to convince someone to change their behavior, their reaction is too strong and they are discouraged completely from considering the change because they feel they can maybe not attain that goal.
Chapter 12-
1. Channels can be a wide variety of things used to reach an audience and convey a message.
2. A- Some of the most commonly used channels include mass media, social media, and websites. These offer a wide outreach with no extra effort.
b- Considering which channel to choose is based off of your audience. Some groups of people may not have time to check their email, surf the web, etc, but they may catch your flyer on their way out of the grocery store.
Chapter 13-
1. When finally putting together your communication strategy, you will need to combine all of the previous learnings to craft a successful message.
2. A- it is helpful to use a creative brief to lay out your plan. This encourages you to make sure that all of your bases are covered, and your outreach plan will be as successful as possible when it hits your target audience.
B- You will need to consider all of the elements that will affect your plan in a negative way. These are called barriers. They could be emotional, psychological, social, cultural, etc. You will need to decide how to address and work around these barriers.
Question: What if you face a barrier you seemingly can not defeat? What next?
Chp 10
ReplyDelete-Behavior is strongly influenced by design and environment.
1. You can influence someone’s behavior by simply placing a product in the view of a consumer.
2. Enabling, motivating and constraining are forms of influencing the behavior of a consumer provided they take place in the correct setting.
Chp11
- Research and an overall understanding of different behavior is an effective indicator on how to influence it further.
1. Health belief model and Theory of planned behavior are both theories of ways to influence behavior and gain an understanding.
2. understanding behavioral change can be helpful in taking a proper marketing approach to target a certain audiences reaction.
Chp12
-There are different channels of getting a message across to a target audience. It is important to know which one to use.
1. Mass media, social media, tv and the web are only a few different mediums of portraying a message to the target audience.
2. The overall way that the message is delivered has a huge impact on how that message is received by the audience.
Chp13
- Creative communication is used to design the message like in chp11 and learning what the best most effective channel to deliver it will be as we saw in chp12.
1. There are many different barriers that your target audience face and it is effective to understand those barriers in order to eliminate them such as environment in order to modify the message or channel.
2. It important to have different media channels and it is very helpful to be organized in your different channels to direct certain messages to the right audience while keeping the messages stand out and be original in itself.
Chapter 10
ReplyDelete-In order to effectively influence behaviors, one must carefully design behaviors, environments, and patterns
1. There are common patterns that design approaches follow. The fall into six categories 1) architectual 2) error proofing 3) persuasive 4) visual 5) cognitive 6) security. Approaches should be enabling, motivating or constraining.
2. "Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term" An individual's environment can have great affects on their decisions.
Chapter 11
-Effective messages stem from theory and research--it is important to analyze both theories of behavior change and the messages concept.
1. Understanding theories of behavior change allows you to produce more effective, lasting messages on the target audience. Some of the most common ones are Health Belief Model, Theory of planned behavior, Social Cognitive Learning Theory, and the Transtheoretical Model.
2. There are about six different elements that can help to create a message that is both "memorable and compelling" Those elements are: simple, unexpected, concrete, credible, emotions, and stories
Chapter 12
-It is important to consider how it is that you want to deliver your message--decide what channel (medium) would be most effective/appropriate
1. The channel criteria shall be both effective and efficient. The message must be conveyed appropriately and should influence a behavior change. It should also be efficient in reaching many people (target audience). Research should help you in this step.
2. The format chosen to deliver the message will also "help shape the message." There will be formats that appeal to an audience more than another format. Choosing the proper format is critical.
Chapter 13
-The creative brief, creativity, language, and draft materials are all very important elements in producing creative communications.
1. The creative brief summarizes important info, facts and strategic approaches that help to ultimately create the finished communications. It includes elements such as 1) target audience 2) communications objectives 3) barriers 4) key promise 5) support statements 6) tone/image 7) media 8) openings and 9) other creative considerations.
2. Language should be paid close attention to because it helps your audience to actually process and understand the ideas. One suggestion from the text is to use the present tense.
QUESTION
Which formats have, generally, been shown to be most effective and efficient?
Chapter 10
ReplyDeleteUnderstanding human behavior and adapting your marketing strategy to maximize your influence on those behaviors is intelligent social marketing.
a. The founding principle is that “people do not always rationally weigh the costs and benefits of a particular choice…” This goes against a neoclassic understanding of economics and psychology. Often, emotions may lead consumers to a less likely response than they would have come to if weighing out the pros and cons.
b. One way to design behavior is by designing environment. The book refers to an example of providing safe and clean play areas for children as a means to increase physical activity.
Chapter 11
To best affect a change in a health or social behavior, a social marketer must be able to simultaneously present the research with the understanding how to best change a behavior.
a. One of the first models used to understand how individuals respond to an anticipated behavior change is the Health Belief model. This model structures itself around the reasoning that much action is determined from a self-perception about the disease or condition.
b. A very different model, called the Extended Parallel Process Model, depends on developing a deep-seated fear in the consumer. The theory argues that the individual is likely to “do whatever it takes” to no longer feel endangered.
Chapter 12
This chapter focuses on how to best direct a communication effort to find the most effective means for disseminating a message.
a. The chapter has a heavy focuses on the benefits and costs of any particular media. Television, for example, offers a “repitition of messages” but can be extremely costly.
b. Oppositely, social media can be relatively low cost, but limits the audience to those with internet access.
Chapter 13
With a focus on creating a true creative communication that has an impact on the viewer, the first portion of this is writing a creative brief that explains the intent of the social marketing campaign.
a. The brief is meant to answer questions about what information has lead you to your communication effort and why. “Getting the ‘what to say’ right at this stage is more important than the ‘how to say it’.”
b. The main elements of the creative brief are Communication objectives, barriers, key promise and support statements.
Chapter 10:
ReplyDelete1. Behavioral change can occur through designing and modifying environment rather than relying on persuasion.
2.a. The goal of the social marketer is to make their product the most beneficial, the easiest and the most natural for the target audience. Then, it is a voluntary choice by the consumer.
b. There are six design patterns that can either enable making the desired behavior easier or do the opposite. The patterns are: architectural, errorproofing, persuasive, visual, cognitive, and security.
Chapter 11:
1. An interpretation of your research results and an understanding of behavior change must be combined to change behavior.
2.a The most common theories that explain health and social behavior are the Health Belief Model, Theory of planned behavior, Social cognitive learning theory, Transtheoretical Model, Diffusion of Innovations Model, and the Extended Parallel Process Model.
b. The theory of planned behavior focuses on behavioral intention. Intention is influenced by three main factors, attitude toward the behavior, subjective norms associated with the behavior, and perceived behavioral control.
Chapter 12:
1. Identifying appropriate channels (mediums) to deliver your programs messages involves place and promotion.
2.a. You must go to your audience to deliver your message, they will not come to you. So, you must find out where the target audience spends most of their time and what channels they pay most attention to.
b. Some of the most common channels that are used to deliver messages include mass media, social media, websites, email, brochures, direct mail, etc. There are many options to choose from and each one serves a different purpose.
Chapter 13:
1.After developing your message you must figure out how to creatively connect with your audience on a deeper visual level.
2.a. When producing creative communications you should be clear about what outcomes you expect. This includes visualizing what step you want the target audience to take.
b. Also, what is the key promise you are making to the target audience. By changing their behavior in the way that you'd like, what will they get out of it.
Question: How do you measure how many mediums of communication are necessary for your program?
Excellent reflections here so far, P-Comm colleagues.
ReplyDeleteGet on the blog by class time for full credit!
Rock,
Dr. Rob
ReplyDeleteChapter 10
1. Structurally designing for behavior change by making it either easier for someone to perform a desired behavior or by making an undesirable behavior more difficult to perform is often more effective than persuasion.
2. “Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustained for a long time” (96)
3. “When policy and structural elements are in place, persuasion is less necessary.” (98)
Chapter 11
1. The message that is marketed to audiences must be well thought out and researches in order to produce behavior change.
2. The “Health Belief Model’ is one theory that encourages both the logical and emotional parts of the brain to react. “It attempts to explain the conditions that are necessary for behavior change to occur.” (106)
3. The Stages of Change Theory is another approach that “describes the stages that an individual passes through on the way to adopting a behavior.” (108)
Chapter 12
1. The best channel, medium through which you deliver our message, is on that catches attention and motivates behavior change as well as reaches the maximum target audience for the dollars expended.
2. “Each type of channel may serve a different role in the campaign. For example, a billboard or radio ad is a good way in which to raise awareness about an issue, and a website can provide more in-depth information, but it might take a conversation with a clinician to finally motivates someone to act.” (126)
3. Who delivers your program’s message determines whether the message will be “perceived as credible, important, and relevant to the target audience.” (130)
Chapter 13
1. The last step of the message planning process is adding some creativity to your strategy. Borrowing a technique from advertising companies, the creative brief helps you to answer specific questions about our audience, objectives, barriers and so forth to discover not only effective, but innovative ways to spread your message.
2. George Bernard Shaw wrote, ‘The single biggest problem in communication is the illusion that it has taken place.” (135)
3. “When you pretest your material, the target audience must be able to visualize them in their final form. With concrete details to comment on (rather than a vague description), the feedback will be much more helpful.” (146)
Chapter 10
ReplyDeleteThis chapter describe that social marketers can influence people`s behavior by modifying the designs of the environment and the product.
- The author introduces some types of the mental biases such as anchoring, availability, representativeness, unrealistic optimism, loss aversion, status quo bias, framing, priming. In different situations, target audience may perform the desired behavior differently so that understand different cognitive behaviors would help us analyze how people react to environment change
- According to the author, creating a situation that both encourage individual behavior changes will increase the possibility that the behavior change will last in a long term. For example, the Active Living health program helps community design an environment that increases the chances for people to participate in healthy physical activities and healthy eating habit.
Chapter 11
This chapter introduces 6 theories to explain health and social behavior: Health Belief Model, Theory of Planned Model, Social Cognitive Learning Theory, Transtheoretical Model, Diffusion of Innovation Model, Extended Parallel Process Model.
- The author emphasizes that we need to design a message that is simple, unexpected, concrete, credible. The messages should involve emotions and stories. `SUCCESS` will help the target audience get information and stick with that information.
- The author introduces a synthesis that combines different theories together, which mentions that in order to achieve behavior change, the target audience must process different traits. The audiences need to believe that the problem is at risk, the changing behavior will lower the risk and there are more advantages than disadvantage to do that. The audiences also need to possess the skill to perform the behavior, believe that they can do it and the behavior is consistent with their self-image. Finally, social norms will help the audience change behavior.
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Chapter 12
This chapter introduces the idea of marketing mix ideas of “place” and “promotion” and gives us advices to identify appropriate channels.
- In order to identify the best channel, we should find out where target audience members spend their time and get information. We also need to find out the channel that the target audience trust and pay attention. Don`t forget your budget.
- You can do research to gather information about the best outlets. You can get information from target audience or from the media outlets themselves. You can also get information from local advertising agencies, public relation firms, advertising clubs, etc…
Chapter 13
This chapter introduces the way to develop a creative communication into a finished communication.
- We use a “ creative brief” to move from point A(messages and channels) to Point B(finish communications). This is a short one or two page documents that list the keys of a creative development. It has different sections: target audience, communication objectives, barriers, key promise, support statements, tone/image, media, openings, creative consideration.
- A successful communication needs 3 characteristics: relevant and meaningful, original and new, “break through the clutter and be noticed”. Even though the guide helps us to have an overall creative strategy, it needs to be fit with the goals and original objectives.
QUESTION: How can we be creative?
Chapter 10
ReplyDelete1. The main focus of this chapter is about having a design that influences behavior.
2. A) When coming up with a design it’s important to think of scenarios where the target might decided to go towards the competition (away from the desired behavior) or scenarios where the audience will demonstrate the desired behavior.
B) There are six categories in which the most common design patterns belong. The categories are architectural, error proofing, persuasive, visual, cognitive and security.
Chapter 11
1. The main focus of this chapter is about developing an effective message that improves health and social behaviors.
2. A) The most common theories that explain health and social behaviors are health belief model, theory of planned behavior, social cognitive learning theory, transtheoretical model, diffusion of innovations model and the extended parallel process model.
B) In the Health Belief Model, it says that individuals will take action if there is perceived severity, perceived susceptibility, perceived benefits, perceived barriers, cues to action and self efficacy.
Chapter 12
1. The main focus of this chapter is about identifying the appropriate channels and the use of place and promotion.
2. A) Some of the commonly used channels in social marketing are as follow. Mass media, social media, websites, e-mail, brochures/posters, mobile phones and billboards just to name a few.
B) When it comes to the format (delivery) of the message it’s important to take into consideration which formats will be most appealing to the audience you’re looking to target. Some common ways in which your message can be displayed are newspapers, radio/TV stations, billboards, smartphone aps, websites and movie theater slide ads just to name a few.
Chapter 13
1. The main focus of this chapter is about producing creative communications.
2. A) In order to be as accurate as possible when defining your target audience it’s important to lay out the segmentation criteria you selected, including any research about them, to get the best understanding of the audience as possible.
B) Creativity s key when producing a communication. To be as effective as possible, it’s important to have three characteristics. They are, it must be relevant and meaningful, it must be original and it must “cut through the clutter” to be noticed.
Question: Which out of all of the theories is most successful in creating a behavioral change?
Chapter 10
ReplyDelete1. This chapter talks about how design can influence behavior and how to shape your behavioral product and how to structure the physical and social environment.
A. There are eight different types of cognitive bias in marketing; they were identified as, anchoring, availability, representativeness, unrealistic optimism, loss aversion, status quo bias, framing and priming are all types of mental biases.
B. The environment surrounding an individual affects a person’s decisions so is it important to look at environment when trying to influence behavior.
Chapter 11
1. The chapter discussed theories of effective messages that can affect behavior change and message concepts that affect health and social behaviors.
A. The most common theories used to explain health and social behavior were cited as Health Belief Model, Social cognitive learning theory, Theory of planned behavior, Trans-theoretical Model, Diffusion of Innovations Model, and Extended Parallel Process Model.
B. The theories identified in this chapter can be change behavior should be simple, concrete and easy to understand or interpret as in story –based messages.
Chapter 12
1. This chapter was about identifying proper social channels of communication for targeting your specific audience, involving the marketing mix ideas of, promotion and place.
A. After there is a decision based on what channel is appropriate to use to for that audience then there must be a specific way of efficiently getting the message to that target audience. Whether it may be threw email, tv etc.
B. The media outlet that one chooses to use to target audience is a crucial part to get the message heard. Also, deciding who would be the best to deliver the messenger is also a very important part .
Chapter 13
1. This chapter was about how to create a creative communication strategy, by using the information in chpt 11 and combining that with the correct channel in chpt 12.
A. Barriers play a big factor while developing your creative brief. Barriers can alter your persuasion to your target audience so discovering what the barriers may be for that audience and staying away from them would be the most beneficial in making the message clear.
B. Delivery is important when trying to persuade your audience. Whether it is language, or tone, both can have an impact on the receiver and persuade them accordingly, therefore it is important to choose which setting is fitting for such delivery to ensure the receivers receive all the information positively.
Question: How important is it to make a creative brief?
Chapter 10:
ReplyDeleteThesis: Rather than altering the person themselves, changing someone’s environment can be a method used to encourage behavior change.
• "Altering the physical or social environment can either make it easier for someone to perform a desired behavior (e.g., vehicles with built-in child safety seats) or make it more difficult to perform an undesirable behavior (e.g., prohibiting smoking in restaurants and work places)." (p.93)
• “When policy and structural elements are in place, persuasion is less necessary.” (p.98)
Chapter 11:
Thesis: Social marketing campaigns are more likely to succeed when they take health, social behaviors and the theories behind them into consideration.
• "On the surface, behavior change appears to be a single-step occurrence; either someone engages in a behavior or not. But a major change in a person's lifestyle...involves a complex thought process. So much so, in fact, that researchers have proposed many different models to explain the transition from non-adoption to adoption and, more important, elucidate how to affect that process." (p.105)
• “According to this model [Diffusion of Innovations], the most effective communication channels for disseminating information about a new idea or practice are opinion leaders and peer-to-peer social networks” (p.109).
Chapter 12:
Thesis: Depending on your target audience, certain channels have different strengths and weaknesses. They are all a waste however, if they are irrelevant to your target audience.
• “They [target audience] will not go out of their way to find your message; you must go to them” (p.125).
• “Combining a number of approaches also helps you appeal to people who absorb information in different ways by seeing it, hearing it, experiencing it, or discussing it with others.”(p.126)
Chapter 13:
Thesis: One measure of the success of a social marketing campaign is the number of people receiving it, in a final stage the creative brief evaluates if the message will be heard.
• “Your job in this step is to make sure that the communication is not just happening from your end but that your messages are heard by and resonate with your target audience.” (p.135)
• “The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions. The resulting strategy document will guide the development of your communications, whether advertisements, websites, workshops, or social media outreach. Getting the “what to say” right at this stage is more important than the “how to say it”.” (p.135)
Question: Wouldn't it make more sense to decide the medium channels after doing the creative brief?
Chapter 10
ReplyDelete1. This chapter tells how you can influence behavior by changing the environment and design surrounding it.
2. A) Design pattern can either be Enabling, Motivating, or Constraining. Enabling means you make the desired behavior easier then the alternatives.
B) The categories for design patter are architectural, error proofing, persuasive, visual, cognitive, and security. Architectural involves changing the built environment to inspire a behavior.
Chapter 11
1. Social marketing requires knowledge of health and behavior theories.
2. A) If someone thinks the pros will outweigh the cons, that person will likely take action. This is seen in the Theory of Planned Behavior, and the Social Cognitive Learning Theory.
B) The theory of controlled behavior involves attitude towards behavior, norms associated with the behavior, and how much you think you have control of the behavior.
Chapter 12
1. There are many channels that must be identified and addressed in marketing.
2. A) Channels such as social media work well when marketing towards youth.
B) Other effective channels are television, radio, websites and magazines. You must carefully choose which channel is the most relevant to your product and demographic.
Chapter 13
1. A creative brief must be used for an effective message, using past research to reach your audience.
2. A) Overall feel and tone of message is important and must be considered. Be serious while not overbearing. Consider all of the cultural differences.
B) Make sure to use language that is accessible to your demographic.
Question-
Does Guerilla Marketing follow these same steps and strategies?
Chapter 10:
ReplyDelete1. Using design as a way to manipulate behavior can generate social and behavioral change.
2. a.) There are design patterns that can be used to make the desired behavior easier to do or the undesirable behavior harder to continue. Some of these patters are enabling, motivating, and constraining.
b.) Designers follow a pattern that allows them to create an effective solution. This design process includes empathize, defining, ideating, prototyping or making their ideas real, and testing those prototypes.
Chapter 11:
1. Social marketing focuses on behavior change and social marketers must not only research but also understand how to change health and social behaviors.
2. a.) One theory that is used to explain health and social behavior is the social cognitive learning theory. This theory focuses on the interaction between the individual and the environment.
b.) There are multiple ways to design the central idea of a message for it to be effective. The different ways include simple, unexpected, concrete, credible, emotional, and by suing stories.
Chapter 12:
1. This chapter talks about the importance of choosing the correct medium by which to deliver the social marketing message through.
2. a.) Some channels that social marketers use to deliver their massages include websites, social media, direct mail and e-mail.
b.) The format of the message is how the message is delivered so one example designing and publicizing a website about the topic so that your audience has access to relevant information.
Chapter 13:
1. In order for the audience to respond to the social marketing message, the message has to not only reach the audience but stick with them. This chapter explains how to create an effective message and also an effective communication strategy.
2. a.) To proceed with completing the communications, social marketers use a creative brief. This creative brief includes information about the target audience, the communication objectives, the barriers, and basically everything else that is needed to finish the communications.
b.) Some examples of barriers that are included in the media brief are physical barriers, emotional or psychological barriers and social or cultural barriers.
Question: Does every social marketing campaign have to have a creative brief?
Chapter 10—
ReplyDelete1. Through strategic design, social marketing has the ability to influence the behavior of your ideas, purchases, and even subconscious.
2.A. Designing an environment properly can influence decisions. Take for example the design of a social environment, which could potentially effect policies such as not allowing smoking in bars and restaurant.
B. The supermarket example applies well to design. You go into a market only wanting a few items, but the strategic design of the environment ended up influencing you to buy many products you didn’t need.
Chapter 11—
1. Effective social marketing messages are well thought out ideas that are designed to reach a particular audience, they are more than just clever slogans.
2. A. One theory that influences behavior change is the health belief model, which tried to prevent a disease or condition based on factors like perceived susceptibility or severity.
B. Buckling down on your message concept is key for good marketing. This concept development stage determines what you will say in your communications rather than how you will say it.
Chapter 12—
1. You may have a great message, or advertisement, but in order to maximize the effectiveness of that particular campaign, knowing which channel to filter it through is important.
2.A. Each type of channel serve a different role in the campaign. For example, a billboard or radio ad is a good way to raise awareness quickly, whereas a website could give more in depth information about that issue.
B. Once you have recognized your channel, the next step is to format your campaign. Thus, how is your message delivered? As an advertisement, a news story, or opinion piece? Whatever format you choose will help shape your message and affect your budget
Chapter 13—
1. Creative briefs are used to lay out the key facts and strategy to guide the creative development of your communications.
2.A. Objectives should include making clear what outcomes you expect from your target audience, and how they might be exposed to your communications. They must be aligned with the overall goal and objectives for the social marketing program.
B. Your delivery affects how the recipient perceives and responds to the messages. Before you turn your message into finished products, you will need to decide the feelings and image you want to evoke with your communications.
Question—Would you say that most retail shops/organizations do some sort of strategic design to influence consumers? I can’t imagine my little corner store up the block did too much strategic design in placing the milk on a certain shelf.
Chapter 10:
ReplyDelete1. It is easier to adapt to a new behavior if a change in how the physical or social environment design has taken place.
2. When you take people’s predictable and mental biases into account, it can help form designs that overcome impulses. The quote by R. Buckminster Fuller on Page 93, emphasizes this by saying “I made up my mind… that I would never try to reform man- that’s much too difficult. What I would do was to try to modify the environment in such a way as to get man moving in preferred directions.” People are more commonly unknowingly irrational in thought, making decisions that may not be in their bet interest, so appealing to the limbic brain is often more successful.
Chapter 11:
1. For effective messages to be successful, theories of health and social behavior must be taken into account, in order to enhance the campaign and understand the process to influence change.
2. Supporting this idea, is the important element of the Health Belief Model of self-efficacy, or an individual believing that he or she can take action in order to make successful change. Theory is important when creating messages- messages that are simple, unexpected, concrete, credible, or emotionally appealing are proven to stick more with people and resonate better, increasing the likelihood of behavior change.
Chapter 12:
1. You need to figure out where and how the audience you have chosen to target gets their information in order to create a campaign that resonates and creates behavior change, while also keeping how to reach the most members of the target audience per dollar in mind.
2. Commonly used channels in social marketing include: mass media, social media, websites, email, and outdoors advertising. When considering all of these channels, it is important to realize that mixing them can be the most effective. It is also important to decide and consider which channels your audiences actually uses within the above categories.
Chapter 13:
1. Once all of the information has been gathered about the aspects of your campaign and program, the creative aspect of the campaign should align with all of the research that has been completed, in order to make sure to reach the specific target audience.
2. All communications need to be relevant and meaningful to the target audience, and barriers may block this from happening. For example, issues with language and reading level are very important, as well as physical barriers, emotional barriers, and social or cultural barriers. Also, it is important to expose the target audience to the message at a time when they will be most receptive and able to act on that behavior
Question: What are the most common ways that companies discover what channels their target audience is using?
Chapter 10: Influencing behavior by design
ReplyDelete1. Design, whether persuasive, visual, cognitive etc, will provide individual ways consumers can connect with a product or service because of how it makes them feel.
A. If your audience believes a product will be efficient in preventing or reducing a problem they have then audience’s will find it acceptable. Only want it if it benefits them or helps.
B. People are sometimes irrational without realizing it when choosing to consume, and although they may be unreasonable, they can still be predicted by researchers.
Chapter 11: Developing Effective Messages
1. Theories of behavior change can help social media marketers effectively produce lasting effects on the target audience
A. Theory of planned behavior states that if you want to do something, and have positive reinforcement to do so from your peers, and you also want to do it, then you will.
B. Health belief model explains how consumers will take action to prevent or control a disease or condition based on if they know they are susceptible, it is severe, know there are benefits to taking action against it, and must believe that any perceived barriers take less effort than the overall benefit.
Chapter 12: Identifying Appropriate Channels
1. There are many possible channels social media marketers have to choose from, mass, social, websites, outdoor ads, community events, direct mail etc, and all have their own individual effectiveness depending on the message social marketers are trying to put out.
A. A channel is a medium where you deliver your message including specific place and kind of promotion.
B. Channel should be most effective medium and efficient in getting message out and changing behavior
Chapter 13: Producing Creative Communications
1. Social media marketers must gather all the information they can about their target audience before selecting a medium and plan of action/communication.
A. Communication barriers in the form of physical, emotional, or cultural barriers are something social media marketers must deal with and plan a way to work around. If major barriers exist to target audience, you might have to alter target audience or find a new channel to reach them
B. Creativity is subjective and consumers can interpret your message in a way you had not planned. To avoid this make your message as clear as possible for your target audience, you do not want to experience unintended consequences.
Question: Is there a definite ranking of most effective to least effective marketing tactic? How does TV compare to Online social marketing.
Chapter 10
ReplyDelete1. Behavior economics can help social marketers harness the idea that humans struggle between choosing rational behaviors and what comes naturally in order to shape the behavioral product as well as the physical or social environment.
2a. The behavior chosen as your product to promote will depend on what your audience’s beliefs. If they believe the behavior is easily adoptable and effective they will be much more inclined to undertake the change.
2b. The environment surrounding the product will also be a main factor in decision making. Social marketers aim to create an environment that supports and encourages individual behavioral change through enabling, motivating, and constraining.
Chapter 11
1. Several theories of behavior change have been developed to best produce long lasting positive effects on social marketer’s target audience’s.
2a. The theory of planned behavior states that behavioral intention is the most important determinant of behavior. If an individual plans to perform a behavior in a specified situation, then said behavior is much more likely to occur. Attitude, subjective norms as well as the perceived behavioral control all influence intention.
2b. The Extended Parallel Process Model seeks to understand the power of fear appeals and when they can be effective or when they can backfire. If the audience experiences reactance to a fear appeal they will do their best to dispel the unpleasant thoughts from their mind and thus not make a long lasting behavioral change.
Chapter 12
1. It is necessary to select channels that reach your target audience both effectively and efficiently in order to inspire behavioral change
2a. Outlets allow social marketers to target the specified audience in the best way possible. Media kits as well as conversations with audience members help to decide which outlet will be the best option.
2b. It is essential to choose someone who will deliver the message of your campaign with great impact. This plays a role in selecting channel you will select to distribute your message through.
Chapter 13
1. The creative brief serves as a springboard from which ideas can grow while simultaneously making sure that the creativity does not deviate too far from the strategy and works to communicate the message in the most effective way possible.
2a. In order to become as creative as possible one must consider three guidelines for communication. It must be relevant be relevant and meaningful, original, and must break through the media clutter.
2b. The language you use to communicate will affect how well the target audience comprehends and processes the ideas. For example the use of the word “you” can make the message seem more personal.
Question: How does the idea of reactance play into the way marketers structure their messages?
Chapter 12
ReplyDelete1. Every social marketing campaign requires a period of pretesting to ensure that the assumptions made during the creation process are close to correct and that the message once deployed will reach comprehending target audiences in the desired way
A. A message that is pretested according to concepts like memorability, credibility, relevance, comprehension, acceptability and attractiveness and succeeds is more likely to reach the target audience then one that is not pretested
B. It's possible that mistakes have been made that either misrepresent the brand (typos) or misapprehend the audience (wrongly targeted images, text, etc)
Chapter 13
1. Conducting the pretest requires planning and execution to ensure that the right audience is used and the right questions are asked and framed in the right way
2. Focus groups provide an environment for honest and open discussion for the collection of information
Chapter 14
1. Once results are gathered, it's necessary to analyse and interpret them to use them in adjusting the original materials
A Though not every suggested change should be made (as feedback is often contradictory) clear majorities that suggest reasonable changes indicate areas that require reconsideration
B Pretesting can continue indefinitely (within constraints) (paradox i know, stay with me here), so one shouldn't be afraid to keep tinkering
Q: What happens when new pretesting reveals unanticipated ideas about expanding the original target audience?
Section 4: Hands on Social Marketing
ReplyDeleteChapter 10: Influencing Behavior by Design
10.) Social marketers can similarly affect people’s behavior through how an environment or product is designed, making it easier for someone to perform a desired behavior.
10a.) A solid design approach can lead to an uncovering of a “bright spot” behavior to promote. Save the Children in Vietnam uncovered the differences between the diets of well-nourished families versus malnourished families. Pinpointing this crucial difference, Save the Children was able to design a solution based on native behavior where malnourished families cooked and gathered meals together.
10b.) Creating a program or situation that encourages and supports individual behavior change increases the likelihood that those positive choices will be sustainable in the long-term. With Save the Children, six years later, 65% of the children were better nourished and continued to stay well nourished as time went on.
Chapter 11: Developing Effective Messages
11.) Messages need to be well-thought out communications that use theory and research as a support beam where everything else is built upon.
11a.) Although research is the support beam, a curse of having too much knowledge is easy to obtain; Messages must be simple, without an overcrowding of facts, statistics, and expert commentary.
11b.) Having a message that is counterintuitive and surprising creates a “curiosity gap” in an audience that is unexpected, which leads the audience with “an itch that needs to be scratched.”
Chapter 12: Identifying Appropriate Channels
12.) Two marketing mix ideas of “place” and “promotion” are involved when determining the medium that delivers a program message.
12a.) Effective channels consists of channels that reach the most target audience members per dollar expended. The best channels are where the target audience members spend their time, and get their information.
12b.) When a target audience member is exposed to the same message many different ways, this increases the likelihood that the message will resonate. The outlet (specific media outlets like radio stations), format (how the message is delivered), and the messenger(who will deliver the message) are all crucial in creating an effective approach to promoting a message.
Chapter 13: Producing Creative Communications
13.Developing elements of a creative strategy into finished communications is explored.
13a.) Communication objectives should consist of concrete outcomes an organization expects from their target audience. Objectives communicated must be clear, and effectively align with the overall goal of a social marketing program.
13b.) In order to be most effective, communication should always be relevant to the target audience, original, and must be noticed.
Q: What are the negative aspects of design? What are some examples to show campaigns with over-the-top design, and/or examples of campaigns that have unfortunately utilized inappropriate channels of communication and media.
Chapter 10
ReplyDelete1. Environment Design used to influence behavior.
2.A. There are cognitive biases that people are susceptible to. These mental biases are: unrealistic optimism, availability, status quo bias, framing and priming representativeness, anchoring, and loss aversion.
B. By following and tracking past consumers’ behavior, the use of design will be better executed and effective in design placement.
Chapter 11
1. Creating effective messages to change health and social behaviors.
2.A. The most common theories of behavior change (health and social behavior) include the health belief model, the theory of planned behavior, social cognitive learning theory, transtheoretical Model, diffusion of Innovations model, and extended parallel processing model.
B. The six elements that can be applied to any idea to help make them easy to understand, interesting, and remember are simple, unexpected, concrete, credible, emotions, and stories.
Chapter 12
1. How to identify the appropriate channel, the medium that delivers the message that will effectively reach your targeted audience.
2.A. Some more common channels used in social marketing are social media, email, mass media, website, smart phones and many more.
B. “To identify the best channels to use, find out where target audience members spend their time and get their information”
Chapter 13
1. Producing creative communication strategy.
2.A. “To move from point A to point B, we use a strategic thought organizer borrowed from advertising called a creative brief.”
B. Barriers that may occur when trying to reach out to your target audience are: emotional, physical, psychological and cultural or social barriers.
Question: What channels have usually worked best in social marketing campaign to help reach your target audience in the most effective way possible? What do companies usually do?
Chapter 10
ReplyDelete1. Thesis: The best way to create behavioral changes are by making changes to and shaping the environment.
2. A. There are eight bias in marketing. They include; anchoring, availability, representativeness, unrealistic optimism, loss aversion, status quo, framing and priming.
B. There are six outlined design patterns of behavioral changes. They include; architectural, error proofing, persuasive, visual, cognitive and security.
Chapter 11
1. Thesis: Planning is imperative in order to have behavioral changes and effective messaging.
2. A. Self-efficacy means that the individual believes that they can take action and make behavioral changes. This is a very important part of the Health Belief Model.
3. B. The stages of the transtheoretical model are outlined. They include; precontemplation, contemplation, preparation, action, and maintenance.
Chapter 12
1. Thesis: There are many different channels that can be used to get the attention of the target audience.
2. A. The best way to identify channels are studying where the target spends the most amount of time. Then choose the best channel accordingly.
B. The step following identifying channel is deciding which outlet to use which will be dependent upon the target audience age and interest in according to the chosen channel.
Chapter 13
1. Creative communication is a very important step after gathering all the appropriate prior information.
2. A. There can be a number of different barriers when it comes to reaching the target audience. Examples of barriers can be physical, emotional, psychological, social or cultural. B. Understanding target audience is the most important thing. Developing a creative marketing scheme is all about totally understanding the target audience.
Question: Which medium has proven to be most effective for this generation which internet and technology on such a rise?