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Message Design

Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns

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Page 1: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns

Message Design

Page 2: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns

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

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

Source

Page 5: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns

Source

• Credibility

• Dynamism

• Attractiveness

• Power

• Similarity

Page 6: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns

Message: Rational v. Emotional

Page 7: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns

Message: Narrative v. Statistical

Page 8: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns

Message: Gain v. Loss

Page 9: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns

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

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

Receiver

Page 12: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns

Transcreation

Page 13: Message Design. Learning Objectives Be able to –Apply sender-message-channel-receiver model to campaigns

The audience determines message characteristics.

Conclusion