This is a summary of the communication theory reading of the 2.1 course Campaign: Policy and Concept. This includes everything for the exam except for research (see my other documents for sale).
Table of Contents
Communication theory reading..........................................................................................1
1 Principles and practice of social marketing (Donovan & Henley)......................................4
.....................................................................................................................................................4
1.1 Chapter 5, principles of communication and persuasion.........................................................4
1.1.1 Communication principles for successful campaigns............................................................................4
1.1.2 Principles of exposure and attention.....................................................................................................5
1.1.3 Implications for initiating the communication process.........................................................................6
1.1.4 Cognitive processing models for persuasion: elaboration-likelihood model........................................7
1.1.5 Cialdini’s six principles of persuasion....................................................................................................7
1.1.6 Framing effects......................................................................................................................................8
1.2 Chapter 10, Segmentation and targeting..............................................................................10
1.2.1 Stage approach to segmentation........................................................................................................10
1.2.2 Stages of change for public opinion....................................................................................................13
1.2.3 Community readiness model...............................................................................................................13
1.2.4 Personality...........................................................................................................................................14
1.3 Cialdini’s six principles of persuasion....................................................................................14
1.3.1 Reciprocity...........................................................................................................................................14
1.3.2 Commitment and consistency.............................................................................................................14
1.3.3 Social proof..........................................................................................................................................15
1.3.4 Liking....................................................................................................................................................15
1.3.5 Authority..............................................................................................................................................15
1.3.6 Scarcity.................................................................................................................................................16
2 OASIS: a guide to campaign planning............................................................................17
2.1 What is a campaign?...............................................................................................................................17
2.2 OASIS.......................................................................................................................................................17
3 Government communication service (2014); the government communication service
guide to communications and behaviour change..............................................................19
3.1 What is behavioural theory....................................................................................................................19
3.2 EAST framework......................................................................................................................................19
3.3 Applying behaviour change with the OASIS planning model.................................................................20
3.4 Beyond EAST...........................................................................................................................................21
4 Government Communication Network (2011), Communications and behaviour change 22
4.1 Understanding the factors that influence behaviour.............................................................22
4.1.1 Personal factors...................................................................................................................................22
4.1.2 Knowledge and awareness..................................................................................................................22
4.1.3 Attitudes...............................................................................................................................................22
4.1.4 Habit and routine.................................................................................................................................22
4.1.5 Self-efficacy..........................................................................................................................................22
4.1.6 Emotions..............................................................................................................................................23
4.1.7 Social factors........................................................................................................................................23
4.1.8 Communications and social norms......................................................................................................23
4.1.9 Environmental factors.........................................................................................................................23
4.1.10 The local (exo) environment..............................................................................................................23
4.1.11 The wider (macro) environment........................................................................................................23
Property of Loes Tjassens, 2020
, 4.1.12 The implications for communicators.................................................................................................24
4.2 Behaviour theories...............................................................................................................24
4.2.1 The Theory of Planned Behaviour (TPB)..............................................................................................24
4.3.1 The Theory of Interpersonal Behaviour (TIB)......................................................................................24
4.4.1 The Needs, Opportunity, Ability (NOA)...............................................................................................24
4.5.1 The stages of change...........................................................................................................................24
4.3 Behavioural economics.........................................................................................................25
4.3.1 Mental shortcuts (heuristics)...............................................................................................................25
4.3.2 Biases...................................................................................................................................................25
5 Marketing Communications (de Pelsmacker).................................................................26
5.1 Hierarchy-of-effects models..................................................................................................26
5.1.1 Foote-cone-belding (FCB) grid.............................................................................................................26
5.1.2 The Rossiter-Percy grid........................................................................................................................27
5.1.3 Attitude................................................................................................................................................29
5.1.4 Fishbein model.....................................................................................................................................31
5.1.5 The Theory of Reasoned Action (TORA)..............................................................................................32
5.1.6 Self-generated persuasion...................................................................................................................33
5.1.7 Affect-as-information..........................................................................................................................33
5.1.8 How communication works in the digital age.....................................................................................34
5.2 Marketing Communication Planning.....................................................................................36
5.2.1 The integrated communications plan..................................................................................................36
5.2.2 Situation analysis.................................................................................................................................36
5.2.3 Segmenting, targeting and positioning................................................................................................38
5.2.4 Market segmentation..........................................................................................................................40
6 Lectures.........................................................................................................................43
6.1 Introduction & campaign planning........................................................................................43
6.1.1 Communication and behaviour change...............................................................................................43
6.1.2 Behaviour change................................................................................................................................43
6.1.3 Messages and selection processes......................................................................................................43
6.1.4 Campaigns and sustainability..............................................................................................................43
6.1.5 Theories...............................................................................................................................................43
6.1.2 Why is behaviour change and becoming more sustainable so difficult?............................................44
6.2 Behaviour & environment.....................................................................................................44
6.2.1 Behaviour & environment...................................................................................................................44
6.2.1 Social environment..............................................................................................................................44
6.2.2 Policy instruments to change behaviour.............................................................................................45
6.3 Behavioural theories.............................................................................................................45
6.3.1 Relevant basic terminology.................................................................................................................45
6.4 Segmentation, targeting & communication objectives.........................................................46
6.4.1 VALS framework..................................................................................................................................46
6.4.2 Glocalities segmentation model..........................................................................................................46
6.5 Behavioural determinants & communication tools I.............................................................48
6.5.1 Communication barrier........................................................................................................................48
6.5.2 Gamification.........................................................................................................................................48
6.6 Behavioural determinants & communication tools II............................................................48
6.6.1 Attitude................................................................................................................................................48
6.6.2 Use of messengers...............................................................................................................................49
6.6.3 Framing................................................................................................................................................49
6.6.4 Call to action........................................................................................................................................49
7 CASI cards......................................................................................................................51
7.1 P.24-…...................................................................................................................................51
7.1.1 Knowledge transfer..............................................................................................................................51
7.1.2 Cognitive dissonance...........................................................................................................................51
7.1.3 Concrete action perspective................................................................................................................51
7.1.4 Implementation intentions..................................................................................................................51
7.1.5 Kludges.................................................................................................................................................51
7.1.6 Interpersonal communication.............................................................................................................51
7.1.7 Injunctive norm....................................................................................................................................51
7.1.8 Feedback nudge...................................................................................................................................51
7.1.9 Descriptive norm..................................................................................................................................51
7.1.10 Use of messengers – authority..........................................................................................................51
7.1.11 Use of messengers – fame.................................................................................................................51
7.1.12 Use of messengers – role model.......................................................................................................53
7.1.13 Entertainment education...................................................................................................................53
7.1.14 Gamification.......................................................................................................................................53
7.1.15 Commitment & consistency..............................................................................................................53
7.1.16 Identity...............................................................................................................................................53
7.1.17 Reciprocity.........................................................................................................................................53
7.1.18 Emotions............................................................................................................................................53
7.1.19 Scarcity...............................................................................................................................................53
7.1.20 Framing..............................................................................................................................................53
7.1.21 Stimulus nudge..................................................................................................................................53
7.1.22 Default nudge....................................................................................................................................53
7.1.23 Priming...............................................................................................................................................53
Property of Loes Tjassens, 2020
, 1 Principles and practice of social marketing (Donovan &
Henley)
1.1 Chapter 5, principles of communication and persuasion
1.1.1 Communication principles for successful campaigns
A number of overall principles are relevant to conducting successful communication
campaigns; that is campaign that meet their communication and behavioural objectives
(Egger et al):
1. The receiver is an active processor of incoming information
2. Different target audiences may respond to different messages
3. Formative research, including message pre-testing is essential
4. Comprehensive, co-ordinated interventions are most successful
5. Use multiple delivery channels and multiple sources
6. Stimulate interpersonal communications
7. Campaigns must be sustained
8. Use a theoretical framework
Property of Loes Tjassens, 2020
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