Objective·
The communication campaign analysis
paper is designed to provide an opportunity for you to further explore an
existing communication campaign by analyzing the campaign and presenting a
written report of your findings. This will be an individual paper.Due
Dates·
TBA Identification of Campaign Analysis
Topic·
TBA Individual Campai
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Objective
·
The communication campaign analysis
paper is designed to provide an opportunity for you to further explore an
existing communication campaign by analyzing the campaign and presenting a
written report of your findings. This will be an individual paper.
Due
Dates
·
TBA Identification of Campaign Analysis
Topic
·
TBA Individual Campaign Analysis Paper
Paper Format
The paper will be approximately 5 typed, double-spaced pages
in 12-sized font with 1” margins on all sides. The major paper sections
include: Campaign Purpose, Target Audience, Channel, Theory of Behavior
Change, Campaign Sponsor, Message Features, and Evaluation. In addition to the 5
page paper, provide a Reference List
of cited research in APA 6 style. For
this paper References are not limited to journal articles, feel free to cite
credible websites, newspaper articles, and the textbook/required readings
posted on Blackboard.
Elaboration
of Major Paper Sections
Campaign Purpose
·
Identify
the campaign's intended purpose.
o
Some
common purposes include: knowledge gain, skill acquisition, attitude change,
behavior change, stimulating political action, mobilizing community response,
or fundraising.
Target Audience(s)
·
Identify
the primary audience of the campaign.
o
What
specifically in the campaign tells you this was the primary audience of
interest?
·
If
applicable, identify the secondary audience of the campaign.
o
What
specifically in the campaign tells you this was the secondary audience of
interest?
Channel(s)
·
Identify
the channel(s) the campaign used to reach the primary audience.
o
Based
on the characteristics of the primary audience, was this the appropriate
channel choice? Why or why not?
·
If
applicable, identify the channel(s) the campaign used to reach the secondary
audience.
o
Based
on the characteristics of the secondary audience, was this the appropriate
channel choice? Why or why not?
·
Identify
whether or not the campaign promoted two-step flow.
o
If
yes, what specifically in the campaign reveals reliance on two-step flow?
Theories of Behavior Change
·
Identify
the theory of behavior changed used by the campaign. Provide a summary of the
theory, as well as define the key aspects of the theory.
o
What
specifically in the campaign relates to the key aspects of the theory? Match up
campaign details that illustrate key terms of the theory.
Campaign Sponsor
·
Identify
the sponsor of the campaign.
o
Who
was the person or organization that funded the campaign?
o
What
was the sponsor's motive for funding the campaign? Consider whether or not the
motive of the sponsor influenced the claims made by the campaign.
Message Features
·
Identify
the key message features of the campaign. Consider the following features:
o
If
applicable, Source Variable(s):
§ Identify the person and/or group
featured in the campaign.
§ Based on the characteristics of the
primary and secondary audiences, was this an appropriate source? Why or why
not?
§ Consider what the target audience(s) might
find credible and likable about the source.
o
If
applicable, Message Variable(s):
§ Vivid language
·
If
yes, identify descriptive language used in the campaign.
·
Consider
whether or not the language was effective for the target audience(s).
§ Message Frame:
Gain or loss frame
·
If
yes, identify the type of frame used in the campaign.
·
Consider
whether or not the benefits/positive consequences or risks/negative
consequences mentioned were effective for the target audience(s).
§ Type of Evidence:
Narrative evidence, Statistical evidence, or Combination
·
If
yes, identify the type(s) of evidence used in the campaign.
·
Consider
whether or not the type of evidence was effective for the target audience(s).
o
Does
the narrative relate to the target audience? Is the experience described
similar to the target audience?
o
Does
the target audience understand statistics? Think about numeracy ability and
knowledge level of the target audience.
§ Novel or shocking message
·
If
yes, identify the novel or shocking aspect of campaign message.
·
Consider
whether or not the use of this message feature was appropriate for the target
audience(s) and campaign topic.
§ Emotional Appeal: Fear, Guilt, Humor, Warmth, and/or Sex
·
If
yes, identify the type(s) of emotional appeals used in the campaign.
·
Consider
whether or not the use of the type(s) of emotional appeals was appropriate for
the target audience(s) and campaign topic.
Evaluation
·
Identify
whether or not the campaign accomplished its intended purpose.
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