Notizen
2.1 Policy and Concept Research and Communication Theory Lecture Notes
- Kurs
- Hochschule
Complete lecture summaries and notes of the lectures for 2.1 - Policy and Concept block in 2021 (2nd year)
[ Mehr anzeigen ]vorschau 4 aus 55 Seiten
Vorschau 4 aus 55 Seiten
In den Einkaufswagen
In den Einkaufswagen
Verkäufer
Folgen
emilia2
Inhaltsvorschau
2.1 IC LECTURES SUMMARY (COMMUNICATIONTHEORY & RESEARCH)
TABLE OF CONTENTS
RESEARCH .........................................................................................................................................................................3
LECTURE 1: INTRODUCTION AND ORIENTATION PHASE .....................................................................................................................3
PHASE 1 – ORIENTATION .................................................................................................................................................................. 3
LECTURE 2: THE RESEARCH IN DESIGN RESEARCH ...........................................................................................................................9
PHASE 2 – ANALYSIS ........................................................................................................................................................................ 9
LECTURE 3: DESIGN THINKING TOOLS ........................................................................................................................................ 14
PERSONAS ................................................................................................................................................................................... 14
EMPATHY MAPS ........................................................................................................................................................................... 17
CUSTOMER JOURNEY MAPS............................................................................................................................................................. 18
USER STORIES ............................................................................................................................................................................... 18
LECTURE 4: FUNCTIONAL ANALYSIS, CONTEXT ANALYSES AND DESIGN DOCUMENTS .............................................................................. 19
FUNCTIONAL ANALYSIS ................................................................................................................................................................... 19
CONTEXT ANALYSIS ........................................................................................................................................................................ 21
DESIGN DOCUMENT ....................................................................................................................................................................... 22
COMMUNICATION THEORY ............................................................................................................................................ 24
LECTURE 1: CAMPAIGN PLANNING ............................................................................................................................................ 24
COMMUNICATION AND BEHAVIOR CHANGE ........................................................................................................................................ 24
THEORIES ..................................................................................................................................................................................... 25
DIFFERENT TYPES OF CAMPAIGNS ..................................................................................................................................................... 25
WHY IS BEHAVIOR CHANGE AND (FOR EXAMPLE) BECOMING MORE SUSTAINABLE SO DIFFICULT? .................................................................... 27
MESSAGES AND SELECTION PROCESSES .............................................................................................................................................. 28
CAMPAIGN PLAN (BASED ON THE OASIS FRAMEWORK) ......................................................................................................................... 28
CAMPAIGN INSIGHTS (EAST FRAMEWORK) ........................................................................................................................................ 29
LECTURE 2: BEHAVIOR & ENVIRONMENT.................................................................................................................................... 30
1
,SOCIAL ENVIRONMENT ................................................................................................................................................................... 30
POLICY INSTRUMENTS TO CHANGE BEHAVIOR....................................................................................................................................... 32
LECTURE 3: BEHAVIORAL THEORIES ........................................................................................................................................... 33
KNOWING-DOING GAP, VALUE-ACTION GAP, DAGMAR & AIDA MODEL ............................................................................................... 33
HIERARCHY OF EFFECTS MODELS ...................................................................................................................................................... 35
SOME RELEVANT BASIC TERMINOLOGY ............................................................................................................................................... 35
THEORY OF PLANNED BEHAVIOR (TPB) ............................................................................................................................................. 36
ELABORATION LIKELIHOOD MODEL (ELM) ......................................................................................................................................... 37
MOTIVATION AND ABILITY .............................................................................................................................................................. 39
BEHAVIORAL ECONOMICS (KAHNEMAN) ............................................................................................................................................ 39
LECTURE 4: SEGMENTATION, TARGETING & COMMUNICATION OBJECTIVES ......................................................................................... 40
THREE-STEP PROCESS FOR SELECTING A TARGET AUDIENCE FOR A SPECIFIC CAMPAIGN .................................................................................. 40
STEP 1: SEGMENT A MARKET POPULATION ........................................................................................................................................ 40
STEP 2: EVALUATE THE SEGMENTS .................................................................................................................................................... 43
STEP 3: TARGET SEGMENTS ............................................................................................................................................................. 43
LECTURE 5: BEHAVIORAL DETERMINANTS & COMMUNICATION TOOLS I ............................................................................................. 45
BEHAVIOR AND COMMUNICATION TOOLS I ......................................................................................................................................... 45
1. DETERMINANT: SOCIAL ENVIRONMENT .......................................................................................................................................... 46
2. DETERMINANT: PHYSICAL/ LOCAL ENVIRONMENT ............................................................................................................................ 48
3. DETERMINANT: KNOWLEDGE ....................................................................................................................................................... 49
LECTURE 6: BEHAVIORAL DETERMINANTS & COMMUNICATION TOOLS II ............................................................................................ 50
4. DETERMINANT ATTITUDE (TPB) .............................................................................................................................................. 50
5. DETERMINANT ABILITY .......................................................................................................................................................... 52
6. DETERMINANT SELF EFFICACY (TPB) ........................................................................................................................................ 53
7. DETERMINANT INTENT ........................................................................................................................................................... 54
8. DETERMINANT EMOTIONS ...................................................................................................................................................... 54
9. DETERMINANT HABITS & ROUTINES......................................................................................................................................... 55
2
,RESEARCH
LECTURE 1: INTRODUCTION AND ORIENTATION PHASE
What is design research?
• Communication campaigns are designed. Products are designed based on models.
Communication campaigns, plans and strategies are designed. Therefore, design
research is needed to properly design
• The design research has 6 phases:
1. Orientation
2. Analysis
3. Development
4. Design
5. Evaluation
6. Reflection
PHASE 1 – ORIENTATION
Main deliverables in this phase: Project Initiation Document (PID)
It includes the following deliverables:
• Project description
• Problem statement
• Measurable goals
• Communication objectives
• Time plan
Deliverable 1: Project Description
Explores the surroundings of the client
• What is the client’s organization?
• What is the client’s project or assignment? (In our case: behavioral change, creating
awareness, how to get a target group to do an action)
• Write a client brief (summary)
Deliverable 2: Problem Description
Elaborates on the client’s issue/ problem. It is important to fully understand the problem to
achieve a successful campaign
3
, Problem statement template:
• How can [organization] reach [desired situation] without [negative consequences]?
• How can [organization] reach [desired situation] while [concerns/goals]?
Identify the Present state à Gap Analysis à Desired state
• Present state: where are we at the moment
• Gap analysis: what should we do to achieve this/ how do we do this?
• Desired state: what do we want to achieve (this is not a product but rather a
behavior!)
How to identify the problem
Current situation or future
undesired situation
• What becomes problematic if the
desired situation is actively pursued?
GAP
• Why is the desired situation is not
easily reached? Problem
• What goals or concerns do
stakeholders have?
Desired situation (goal)
• Stakeholder’s concerns and/ or possible negative consequences make up the
problem
Example problem description from the lecture: The organization ‘Gasunie’ is currently
struggling with a poor reputation
4
Alle Vorteile der Zusammenfassungen von Stuvia auf einen Blick:
Garantiert gute Qualität durch Reviews
Stuvia Verkäufer haben mehr als 700.000 Zusammenfassungen beurteilt. Deshalb weißt du dass du das beste Dokument kaufst.
Schnell und einfach kaufen
Man bezahlt schnell und einfach mit iDeal, Kreditkarte oder Stuvia-Kredit für die Zusammenfassungen. Man braucht keine Mitgliedschaft.
Konzentration auf den Kern der Sache
Deine Mitstudenten schreiben die Zusammenfassungen. Deshalb enthalten die Zusammenfassungen immer aktuelle, zuverlässige und up-to-date Informationen. Damit kommst du schnell zum Kern der Sache.
Häufig gestellte Fragen
Was bekomme ich, wenn ich dieses Dokument kaufe?
Du erhältst eine PDF-Datei, die sofort nach dem Kauf verfügbar ist. Das gekaufte Dokument ist jederzeit, überall und unbegrenzt über dein Profil zugänglich.
Zufriedenheitsgarantie: Wie funktioniert das?
Unsere Zufriedenheitsgarantie sorgt dafür, dass du immer eine Lernunterlage findest, die zu dir passt. Du füllst ein Formular aus und unser Kundendienstteam kümmert sich um den Rest.
Wem kaufe ich diese Zusammenfassung ab?
Stuvia ist ein Marktplatz, du kaufst dieses Dokument also nicht von uns, sondern vom Verkäufer emilia2. Stuvia erleichtert die Zahlung an den Verkäufer.
Werde ich an ein Abonnement gebunden sein?
Nein, du kaufst diese Zusammenfassung nur für 10,19 €. Du bist nach deinem Kauf an nichts gebunden.
Kann man Stuvia trauen?
4.6 Sterne auf Google & Trustpilot (+1000 reviews)
45.681 Zusammenfassungen wurden in den letzten 30 Tagen verkauft
Gegründet 2010, seit 14 Jahren die erste Adresse für Zusammenfassungen