Transcript Week 5 - Setting Goals Objectives.ppt

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Primary objective:
◦ Behavior change
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Behavioral objective
◦ Something you want the audience to DO
◦ Clear
◦ “Do-able”
◦ Obvious (to TA)
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Possible sub- or process objectives:
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Knowledge objectives
◦ Facts, Statistics, other information
◦ Helpful and motivating
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Belief objectives
◦ Attitudes, Opinions or Values
◦ Encourages change
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Best:
◦ Quantifiable
◦ Measureable
◦ Related to campaign focus
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Establish a level
◦ An actual behavior or amount of change
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Process
◦ Knowledge, Awareness, Beliefs, Intentions
Use – 5%
Trial – 20%
Preference – 25%
Liking – 40%
Knowledge – 70%
Awareness – 90%
Informative
advertising
Reminder
advertising
Persuasive
advertising
Reinforcement
advertising
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Petty & Caccioppo
◦ Two questions:
 Motivation to process?
 Ability to process?
◦ When YES to both: HIGH elaboration
 Central cues
◦ When NO: LOW elaboration
 Peripheral cues
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© Copyright 2008 Pearson Education Canada
15-10
Lower Involvement Topics
Dissonance/
Attribution Model
Low Involvement
Model
Do
Learn
Feel
Do
Learn
Feel
High
Involvement
Low
Involvement
Thinking
Feeling
1
2
Informative
The Thinker
Affective
The Feeler
3
4
Habit
Formation
The Doer
SelfSatisfaction
The Reactor
17
12
Thinking
1
Informative
High
Involvement
The Thinker
Car-house-furnishings-new products
Model: Learn-feel-do (economic?)
Possible implications
Test:
Media:
Creative:
Recall diagnostics
Long copy format
Reflective vehicles
Specific information
Demonstration
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13
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14
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15
Feeling
2
Affective
High
Involvement
The Feeler
Jewelry-cosmetics-fashion goods
Model: Feel-learn-do
(psychological?)
Possible implications
Test:
Media:
Creative:
Attitude change
Emotional arousal
Large space
Image specials
Executional
Impact
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18
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19
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20
Thinking
3
Habit formation
Low
Involvement
The Doer
Food-household items
Model: Do-learn-feel (responsive?)
Possible implications
Test:
Media:
Creative:
Sales
Small space ads
10-second ID’s
Radio; Point of Sale
Reminder
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23
1.CDs
2. Stamp
collecting
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24
Feeling
4
Self-satisfaction
Low
Involvement
The Reactor
Cigarettes, liquor, candy
Model: Do-feel-learn (social?)
Possible implications
Test:
Media:
Creative:
Sales
Billboards
Newspapers
Point of Sale
Attention
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