Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to...
-
Upload
brook-lawson -
Category
Documents
-
view
221 -
download
0
Transcript of Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to...
![Page 1: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649f135503460f94c27ecd/html5/thumbnails/1.jpg)
Message Design
![Page 2: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649f135503460f94c27ecd/html5/thumbnails/2.jpg)
Learning Objectives
• Be able to
– Apply sender-message-channel-receiver model to campaigns
![Page 3: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649f135503460f94c27ecd/html5/thumbnails/3.jpg)
Communication and Persuasion Matrix (Input/Output Model, McGuire,2001)
Input Communication Factors
• Source
• Message
• Channel
• Receiver
• Destination
Output Communication Factors• Tuning in
• Attending to the communication
• Liking it
• Comprehending it
• Generating related cognitions
• Acquiring relevant skills
• Agree with the position
• Storing the position in memory
• Retrieval of the more position from memory when relevant
• Decision to act on the basis of retrieved position
• Acting on it
• Postaction cognitive integration of the behavior
• Proselytizing other to behave likewise
![Page 4: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649f135503460f94c27ecd/html5/thumbnails/4.jpg)
Source
![Page 5: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649f135503460f94c27ecd/html5/thumbnails/5.jpg)
Source
• Credibility
• Dynamism
• Attractiveness
• Power
• Similarity
![Page 6: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649f135503460f94c27ecd/html5/thumbnails/6.jpg)
Message: Rational v. Emotional
![Page 7: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649f135503460f94c27ecd/html5/thumbnails/7.jpg)
Message: Narrative v. Statistical
![Page 8: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649f135503460f94c27ecd/html5/thumbnails/8.jpg)
Message: Gain v. Loss
![Page 9: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649f135503460f94c27ecd/html5/thumbnails/9.jpg)
Message Characteristics
• Vivid
• Relevant
• Believable
• Understandable
• Actionable
• Novel
![Page 10: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649f135503460f94c27ecd/html5/thumbnails/10.jpg)
Channel
Mass Media
Direct Marketing
Small Group
Interpersonal
![Page 11: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649f135503460f94c27ecd/html5/thumbnails/11.jpg)
Receiver
![Page 12: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649f135503460f94c27ecd/html5/thumbnails/12.jpg)
Transcreation
![Page 13: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649f135503460f94c27ecd/html5/thumbnails/13.jpg)
The audience determines message characteristics.
Conclusion