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Adamos, Giannis, Eftihia Nathanail, and Paraskevi Kapetanopoulou. "Does the Theme of a Road Safety Communication Campaign Affect its Success?" Transport and Telecommunication Journal 13, no. 4 (2012): 294–302. http://dx.doi.org/10.2478/v10244-012-0025-5.
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Road safety communication campaigns are considered as an efficient strategy to approach the wide audience and influence road users towards a safe behavior, with main aim to lead to the reduction of the number and the severity of road accidents. When designing the implementation of a campaign, it is important to plan at the same time its evaluation, so that to enable the assessment of its effectiveness. For the achievement of high reliability and the development of “clear” conclusions, the campaign evaluation should be carefully organized, following a feasible scientific design. Towards this direction, three road safety campaigns, two local campaigns addressing drink driving and seat belt usage, and one national campaign addressing driving fatigue, were implemented and evaluated. Presenting the design components of the three campaigns and the evaluation results, this paper aims at revealing the similarities and differences of the effectiveness of road safety communication campaigns on driving behavior.
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Sagala, Riski Bayuni, and Yatri Indah Kusumastuti. "Efektivitas Strategi Komunikasi Pemasaran Sosial Kampanye Sustainable Seafood, WWF-Indonesia." Jurnal Sains Komunikasi dan Pengembangan Masyarakat [JSKPM] 1, no. 1 (2017): 55. http://dx.doi.org/10.29244/jskpm.1.1.55-64.
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Social marketing communication strategy is a tool used by the company to achieve its goal. The effectiveness of social marketing communication strategy can be seen from the change in the attitude of the campaign target refers to the cognitive, affective, and conative. The purpose of this study was to analyze the social marketing communication strategy undertaken by WWF in running campaigns, analyze the effectiveness of social marketing communications conducted by WWF in running his campaign, and analyze correlation between strategy of social marketing and effectiveness of social marketing communications conducted by WWF in running his campaign. The method used in this research was supported by survey method with quantitative and qualitative data. In this research, social marketing communication strategy under study is a social marketing communication strategy Campaign Sustainable Seafood, WWF-Indonesia. The results showed the dominance of media used by the respondent to get a message is a media meeting and the relationship between social marketing communication strategy and media exposure frequency of the effectiveness of social marketing communication strategy on aspect of cognitive, affective, and conative.Keywords: attitude change, strategy, media exposure----------------------------------ABSTRAKStrategi komunikasi pemasaran sosial adalah alat yang digunakan oleh perusahaan untuk mencapai tujuannya. Efektivitas strategi komunikasi pemasaran sosial dapat dilihat dari perubahan sikap target kampanye pada kognitif, afektif, dan konatif. Tujuan dari penelitian ini adalah untuk menganalisis strategi komunikasi pemasaran sosial yang dilakukan oleh WWF dalam menjalankan kampanye, menganalisis efektivitas komunikasi pemasaran sosial yang dilakukan oleh WWF dalam menjalankan kampanyenya, dan menganalisis hubungan antara strategi pemasaran sosial dan efektivitas komunikasi pemasaran sosial yang dilakukan oleh WWF dalam menjalankan kampanyenya. Metode yang digunakan dalam penelitian ini didukung oleh metode survei dengan data kuantitatif dan kualitatif. Dalam penelitian ini, strategi komunikasi pemasaran sosial yang diteliti adalah strategi komunikasi Kampanye Sustainable Seafood, WWF-Indonesia. Hasil penelitian menunjukkan dominasi media yang digunakan oleh responden untuk mendapatkan pesan adalah pertemuan media dan hubungan antara strategi komunikasi pemasaran sosial dan frekuensi keterdedahan media dari efektivitas strategi komunikasi pemasaran sosial pada aspek kognitif, afektif, dan konatif.Kata kunci: perubahan sikap, strategi, keterdedahan media
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Antil, Anjuman, and Harsh V. Verma. "Metaphors, Communication and Effectiveness in Indian Politics." Journal of Creative Communications 15, no. 2 (2020): 209–26. http://dx.doi.org/10.1177/0973258619893806.
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The aim of this article is to give insights on the role and usage of metaphors in political communication. The article studies the use of conceptual metaphors by politicians in two different scenarios, namely election campaign and addresses of a prime minister to a global audience. Both these settings are important from political image building perspective. For studying political communication during election campaigns, we have examined the text of newspaper articles and social media handles of politicians. For analysing metaphors used while addressing an international audience, select speeches delivered abroad by Indian Prime Minister Modi have been studied. The analysis is carried out on the basis of Lakoff and Johnson’s Conceptual Metaphor Theory. For this, important metaphors are culled out and analysed, including POLITICS IS WAR, A POLITICIAN IS A WATCHMAN, WORLD IS COMMUNITY, WORLD IS FAMILY AND NATION IS PERSON.
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Anderson, Jenn, Rebecca K. Britt, Brian C. Britt, Shana Harming, and Nancy Fahrenwald. "Native Americans’ Memorable Conversations About Living Kidney Donation and Transplant." Qualitative Health Research 30, no. 5 (2019): 679–92. http://dx.doi.org/10.1177/1049732319882672.
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Living kidney donation and transplant (LKDT) offers a path of hope for patients on indefinite dialysis treatment. However, identification of a living donor can be challenging; initiating these conversations is difficult. Our study analyzes memorable conversations about LKDT that occurred in response to an LKDT campaign targeted to Native Americans. Our analysis of n = 28 memorable conversations revealed that the campaign prompted conversations and increased communication efficacy about LKDT. Based on these findings, we suggest that campaign designers utilize narratives within campaigns to model communication self-efficacy and then analyze the content of postcampaign conversations as an indicator of campaign effectiveness.
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Hotsur, Oksana. "SOCIAL NETWORKS AND POLITICAL PR IN UKRAINIAN AND FOREIGN ELECTION CAMPAIGNS." Bulletin of Lviv Polytechnic National University: journalism 1, no. 2 (2021): 53–57. http://dx.doi.org/10.23939/sjs2021.02.053.
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The article analyzes the ways of influence of social networks on the formation and conduct of political PR-campaigns. Examples from the political sphere (election campaigns, initiatives), in particular Ukrainian and other foreign presidential and parliamentary elections, revealed the opportunities that Facebook, Telegram, Twitter, YouTube create in promoting a candidate, leader, ideas and opinions. Author blogs created on social networks can be an additional tool in a PR campaign. Social networks interfere in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks is evidenced by such historically significant events as Brexit, the Arab Spring and the Revolution of Dignity. Particular attention was paid to the Ukrainian presidential elections in 2019 and local elections in 2020. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns in terms of network communications, which provide unlimited multimedia and interactive tools for PR. In fact, these concepts significantly affect the effectiveness of the PR-campaign, its ultimate effectiveness, which is determined by the achievement of goals. Choosing a blog as the main tool of a marketing campaign has both positive and negative sides. Only a person with great creative potential can create a blog. In addition, it takes a long time. In fact, these two points lose compared to other instruments. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Second, explore how and / or the concept of PR campaigns in social networks and blogs is constantly changing.
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Liberatore, Florian, Sarah Schmelzer, and Alfred Angerer. "The Relevance of Citizen Co-Creation for the Effectiveness of Public Health Campaigns: Results from the Evaluation of a HIV Prevention Campaign in Switzerland." Zeitschrift für öffentliche und gemeinwirtschaftliche Unternehmen 42, no. 1-2 (2019): 34–46. http://dx.doi.org/10.5771/0344-9777-2019-1-2-34.
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While decreasing public health budgets force campaign managers to spend money more wisely, many public health campaigns still use traditional communication channels and neglect the great potential of citizen co-creation, the active involvement of the target group. This article provides an overview of the issue of citizen co-creation in the context of public health campaigns and presents a case study of an HIV campaign in Switzerland as an example of applied citizen co-creation. The incremental effect of word of mouth on campaign effectiveness and efficiency is examined, showing how citizen co-creation can be quantified in the context of evaluating a campaign. Finally, the article suggests practical implications for the design and evaluation of future public health campaigns involving citizen co-creation.
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Van Spanje, Joost, Hajo G. Boomgaarden, Matthijs Elenbaas, et al. "Getting the Message Across: Perceived Effectiveness of Political Campaign Communication." Journal of Political Marketing 12, no. 1 (2013): 100–120. http://dx.doi.org/10.1080/15377857.2013.752248.
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Davis, Kevin C., W. Douglas Evans, and Kian Kamyab. "Effectiveness of a National Media Campaign to Promote Parent–Child Communication About Sex." Health Education & Behavior 40, no. 1 (2012): 97–106. http://dx.doi.org/10.1177/1090198112440009.
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Background. Although there is debate on the effectiveness of youth-focused abstinence education programs, research confirms that parents can influence their children’s decisions about sexual behavior. To leverage parent-based approaches to adolescent sexual health, the U.S. Department of Health and Human Services launched the Parents Speak Up National Campaign (PSUNC) to encourage parent–child communication about sex. Previous experimental studies have found the campaign to be efficacious in increasing parent–child communication. But to date, the actual reach of the campaign and its real-world effectiveness in promoting parent–child communication has not been established. The present study addresses this gap. Method. The authors surveyed 1,804 parents of 10- to14-year-old children from the nationally representative Knowledge Networks online panel. The survey included questions about parents’ awareness of PSUNC ads and parent–child communication behaviors. The authors also analyzed market-level data on campaign gross rating points, a measure of market-level intensity of PSUNC advertising in the United States. Multivariate regressions were used to examine the association between PSUNC exposure and a three-item scale for parent–child communication. Results. Overall, 59.4% of parents in the sample reported awareness of PSUNC. The authors found that higher market-level PSUNC gross rating points were associated with increased parent–child communication. Similar relationships were observed between self-reported awareness of PSUNC and increased frequency of communication and recommendations to wait. These associations were particularly strong among mothers. Conclusions. This study provides the first field-based data on the real-world reach and effectiveness of PSUNC among parents. The data support earlier experimental trials of PSUNC, showing that the campaign is associated with greater parent–child communication, primarily among mothers. Further research may be needed to develop additional messages for fathers.
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Et. al., SRI DESTI PURWATININGSIH,. "Campaign Effectiveness on Communication Engineering Behavior in Use of Sinovac Covid-19 Vaccine." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 4 (2021): 1538–45. http://dx.doi.org/10.17762/turcomat.v12i4.1409.
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The spread of the Covid-19 virus in Indonesia is increasingly widespread and more than 1 million people have been infected with the Coronavirus. The Indonesian government is making various efforts to slow the spread and rate of the Coronavirus and one of them is by campaigning for the Sinovac vaccine. Various campaigns on the importance of vaccination as the most effective effort to prevent the Covid-19 pandemic from spreading have been carried out di Indonesia. This research uses a quantitative approach, with the nature of the research is explanatory research. This research method uses a survey research type. The population in this study were members of the Istiqomah Taklim Council, and the sample used in this study amounted to 30 people. Using non-probability sampling, with the Accidental Sampling technique. The results showed that the campaign effectiveness of using the Covid-19 Sinovac vaccine had a major or significant effect on people's behavior in receiving the vaccine.
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Parvanta, Sarah, Laura Gibson, Heather Forquer, et al. "Applying Quantitative Approaches to the Formative Evaluation of Antismoking Campaign Messages." Social Marketing Quarterly 19, no. 4 (2013): 242–64. http://dx.doi.org/10.1177/1524500413506004.
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This article shares an in-depth summary of a formative evaluation that used quantitative data to inform the development and selection of promotional ads for the antismoking communication component of a social marketing campaign. A foundational survey provided cross-sectional data to identify beliefs about quitting smoking, that campaign messages should target, as well as beliefs to avoid. Pretesting draft ads against quantitative indicators of message effectiveness further facilitated the selection and rejection of final campaign ads. Finally, we consider lessons learned from the process of balancing quantitative methods and judgment to make formative decisions about more and less promising persuasive messages for campaigns.
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Güçeri-Uçar, Gözem. "Enhancing Mobile Advertising Effectiveness in Turkey through Peer Influence." Journal of Electronic Commerce in Organizations 11, no. 4 (2013): 1–18. http://dx.doi.org/10.4018/jeco.2013100101.
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This article aims to explain how involvement and peer influence may enhance mobile advertising effectiveness by increasing consumers’ intention to participate in SMS-based mobile marketing campaigns. Both individual and joint effects of these variables on marketing campaign participation intentions of Turkish consumers are analyzed. Findings indicate that involvement is not necessarily a strong predictor of campaign participation intentions in the context of mobile marketing. Peer influence, on the other hand, was shown to have a significant effect on intention to participate in an m-marketing campaign, as well as being a moderator of the relationship between involvement and campaign participation intention. A unique contribution of this study is the linking of involvement and peer influence in a unified framework to demonstrate how these two variables can jointly be used to increase m-marketing campaign participation numbers.
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Rosidah and Amia Luthfia. "An Effort to Improve the Effectiveness of Integrated Marketing Communication on Anticorruption Campaign." Advanced Science Letters 21, no. 4 (2015): 855–59. http://dx.doi.org/10.1166/asl.2015.5902.
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Integrated Marketing Communication (IMC) is often used as a promotional activity of brands, products or ideas. In Indonesia, Komisi Pemberantasan Korupsi (Corruption Eradication Commission) has been using IMC to disseminate anticorruption values to society in purpose to reduce and eliminate corruption acts in Indonesia. To improve the effectiveness of IMC on anticorruption campaign, particularly to the youth, this study aims to measure students’s attitude towards anticorruption values. It is also to describe the exposure of the agency’s IMC programs on anticorruption campaign to students, and to discuss the relationship between the two variables: anticorruption campaign exposure and students’s attitude towards anticorruption values. Quantitative approach is used by conducting a survey to Bina Nusantara University students. Descriptive and correlation analysis are used to analyze the data. It is found that students fairly accept the anticorruption values, although there is still lack of exposure to them on the IMC programs. The correlation analysis shows no significant relationship between the two variables. However, the students can accept the importance of anticorruption values which this fact can support the work of the initiator in doing their future campaign. Further research is suggested to conduct it in wider scope.
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Sunarya, Lusyani, Po Abas Sunarya, and Jasmine Dara Assyifa. "KEEFEKTIFAN MEDIA KOMUNIKASI VISUAL SEBAGAI PENUNJANG PROMOSI PADA PERGURUAN TINGGI RAHARJA." CCIT Journal 9, no. 1 (2015): 77–86. http://dx.doi.org/10.33050/ccit.v9i1.401.
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The development of visual communication media at this time is very helpful in supporting information and communication. But often presented visual communication media are less effective and appropriate. While so many universities in Indonesia, the increasingly fierce competition in attracting new students. Media Visual Communication can be applied to college in introducing or raising the image and popularity or promote and provide information to prospective students. In essence, in this case the effectiveness of media campaigns assessed in spreading information, influence or persuade prospective students and new student to join the university. The method used by the questionnaires to assess the effectiveness of implemented that have been implemented such as brochures, banners, posters, billboards, catalogs, paper bag, flyers and merchandise. In conclusion, this article specifically assess visual communication media from case studies in Perguruan Tinggi Raharja considered effective and consistent contribution.. This study found a great opportunity to improve the promotion of additional digital marketing media campaign called the college through the stages resulting in some visual communication media that can be received by the target audience. To create a media campaign needs planning in accordance with the background of the problem so that the media are made to overcome the problems encountered
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Sundstrom, Beth, Heather M. Brandt, Lisa Gray, and Jennifer Young Pierce. "It’s My Time: applying the health belief model to prevent cervical cancer among college-age women." Journal of Communication Management 22, no. 2 (2018): 161–78. http://dx.doi.org/10.1108/jcom-06-2016-0044.
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Purpose Cervical cancer (CxCa) incidence and mortality remain unacceptably high in South Carolina, USA, presenting an ideal opportunity for intervention. To address this need, Cervical Cancer-Free South Carolina developed an academic-community partnership with researchers and students at a public university to design, implement, and evaluate a theory-based CxCa communication campaign, It’s My Time. The paper aims to discuss this issue. Design/methodology/approach The goal of this campaign was to decrease CxCa by increasing human papillomavirus (HPV) vaccination and appropriate screening. This paper describes the development, implementation, and evaluation of a successful theory-based CxCa prevention communication campaign for college women based on formative audience research and targeted messages delivered to audience segments through new and traditional communication channels. The health belief model (HBM) served as a theoretical framework for the campaign throughout development, implementation, and evaluation. Findings This campaign demonstrated the effectiveness of the HBM to address CxCa prevention, including HPV vaccine acceptability. The campaign aimed to increase perceptions of susceptibility, which were low, by emphasizing that HPV is a sexually transmitted infection. A community-based grassroots approach to addressing disparities in CxCa prevention increased benefits and decreased barriers. Social media emerged as a particularly appropriate platform to disseminate cues to action. In total, 60 percent of participants who responded to an anonymous web-based survey evaluation indicated that they received the HPV vaccine as a result of campaign messages. Originality/value This paper offers practical suggestions to campaign planners about building academic-community partnerships to develop theory-based communication campaigns that include conducting formative research, segmenting target audiences, engaging with young people, and incorporating social media.
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Huckfeldt, Robert, John Sprague, and Jeffrey Levine. "The Dynamics of Collective Deliberation in the 1996 Election: Campaign Effects on Accessibility, Certainty, and Accuracy." American Political Science Review 94, no. 3 (2000): 641–51. http://dx.doi.org/10.2307/2585836.
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We examine the effectiveness of political communication and deliberation among citizens during a presidential election campaign. In order for communication to be effective, messages conveyed through social interaction must be unambiguous, and the recipient must readily, confidently, and accurately perceive the intent of the sender. We address a number of factors that may influence communication effectiveness: the accessibility and extremity of political preferences, the distribution of preferences in the surrounding environment, disagreement between the senders and receivers of political messages, and the dynamic of the election campaign. The analysis is based on a study of the 1996 campaign, which interviewed citizens and discussion partners between March 1996 and January 1997. The citizens are a random sample of registered voters in the Indianapolis and St. Louis areas, and these registered voters identified the discussion partners as people with whom they discuss either “government, elections, and politics” or “important matters.”
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Nashmi, Eisa Al, and David Lynn Painter. "Oh Snap: Chat Style in the 2016 US Presidential Primaries." Journal of Creative Communications 13, no. 1 (2017): 17–33. http://dx.doi.org/10.1177/0973258617743619.
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Based on Goffman’s theories of self-presentation and framing, this exploratory investigation adapted Videostyle and Webstyle protocols to analyse the 2016 US presidential primary candidates’ Snapchat posts. This quantitative content analysis ( N = 871) coded for the visual content, production techniques, nonverbal content and frames used by the five candidates who used Snapchat as a strategic tool to engage voters throughout the course of the 2016 US primary campaign. The results indicate Clinton (D) deviated from the other candidates in the visual and nonverbal content as well as the frames used in her snaps. The implications of these findings on gendered self-presentation theory as well as inferences about the campaigns’ strategic social media motivations and effectiveness are also explored.
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Brescia, Valerio, Myriam Caratù, and Giacomo Scaioli. "A Community-Based Social Marketing Strategy to Prevent HIV and Fight Stigma." International Journal of Business and Management 14, no. 10 (2019): 196. http://dx.doi.org/10.5539/ijbm.v14n10p196.
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There is evidence that Public Service Announcements are a crucial tool in reducing stigma and call for people to overtly seek help for their illnesses (Corrigan, Powell, Al-Khouja, 2015). In this frame, the study analyses the elements that must be present in a campaign to prevent HIV and the stigma of HIV + people, in order to redefine the essential elements in the search for effectiveness and efficiency. This campaign created for the city of Turin (Italy) represents a useful example to analyse the different phases and desired outcomes of a communication campaign. To our knowledge, this is the first European study to use data collected during a community-based activity on HIV / AIDS testing in order to build an effective communication campaign. The analysis was conducted on both quantitative and qualitative aspects of the campaign. To conduct the analysis, the literature on social marketing is analyzed in association with epidemiological and economic elements. A campaign based on community-based elements with the involvement of non-profit organizations leads to positive and innovative effects both in terms of communication and realization and relapses according to the process defined by the social marketing strategy. The statistical analysis shows a relationship between those who take the rapid test at the non-profit organization and the HIV test for the first time, demonstrating the effectiveness of the prevention campaign in the population that does not belong to the health system.
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Prashar, Sanjeev, Harvinder Singh, and Kara Shri Nishanth. "Mumbai Indians: a case on social media marketing." Emerald Emerging Markets Case Studies 3, no. 5 (2013): 1–10. http://dx.doi.org/10.1108/eemcs-02-2013-0014.
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Subject area The courses prominent in this context are: social media marketing, integrated marketing communication, internet marketing. For the students of internet marketing, the case may be focussed on understanding the dynamics of social media marketing. Study level/applicability The case shall be administered among students pursuing their post graduate degree in management. Case overview The case reflects the importance of social media marketing and various successful campaign activities led by Mumbai Indians. It highlights how companies can connect with audience vide social media that provides instant feedback and direct connection with the target audience. The strategic frame that can be used to organize the campaign has been suggested by the authors in teaching notes, besides evolving the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel. Expected learning outcomes The case may be focused on understanding the dynamics of social media marketing. Management students would have a huge learning in terms of how social media campaigns are developed and effectiveness of social media campaigns. The case explains the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel which would be a learning for student studying online marketing. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Schneider, Margaret L., Philip Ituarte, and Daniel Stokols. "Evaluation of a Community Bicycle Helmet Promotion Campaign: What Works and Why." American Journal of Health Promotion 7, no. 4 (1993): 281–87. http://dx.doi.org/10.4278/0890-1171-7.4.281.
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Purpose. This study identifies effective components of a bicycle helmet promotion campaign, and mechanisms by which these components affect child helmet ownership. Design. A random telephone survey identified parents whose children did not own helmets prior to an educational campaign. A follow-up survey was conducted six months later. Regression analysis estimated the effects of four campaign components on child helmet ownership and tested for mediation by cognitive variables. Setting. Study participants were residents of a suburban community which undertook a citywide educational campaign to increase child helmet ownership. Subjects. Subjects were 210 parents with at least one school-aged child, none of whom owned helmets. Intervention. A multicomponent campaign was implemented by a community coalition. In addition, random subsamples of the study participants received direct mail or direct telephone communications. Results. Of the eligible respondents identified in the baseline sample, 39% completed the follow-up survey. Regression analysis showed that children whose parents received either helmet advice from a physician or direct telephone communications were 2.6 and 2.2 times more likely, respectively, to own helmets as children whose parents did not experience similar communication. Parental worry mediated the association, but parental beliefs about the effectiveness of helmets did not. Conclusions. Future helmet campaigns should use interpersonal strategies to increase parental worry about their children being involved in a bicycle accident. Generalization of these findings is limited by the high socioeconomic status of the study participants, and by the outcome measure, which is helmet ownership, not helmet use.
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Hamdani, A. G. "POLITICAL COMMUNICATION OF ACEH GOVERNOR’S CANDIDATE IN INDONESIAN LOCAL LEADERS’ ELECTION IN 2017." INJECT (Interdisciplinary Journal of Communication) 4, no. 1 (2019): 15. http://dx.doi.org/10.18326/inject.v4i1.15-26.
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This study aims to examine the political communication of the Aceh governors’ candidate during the Indonesian local leaders’ election in 2017. The focus of the study is to analyze the political communication of the candidates and the effectiveness of the campaign. This study used a qualitative approach. The findings show that both candidates used propaganda political communication, communication techniques, and various political campaign strategies. The political propaganda strategy and campaign the governor candidate of Irwandi-Nova were far more intense, effective, widespread and comprehensive in quality and quantity compare to Muzakkir-TA. Although the candidate of Irwandi-Nova cannot predict their supporters for granted, apparently their political communication strategy, propaganda and political approach have effectively anesthetized Acehnese voters and placed them as the winner of the Aceh Governor's Election that counted for 898,710 votes while Muzakkir-TA only gained 766,427 votes.
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Way, Lyndon C. S. "Music video as party political communication." Politics of Sound 18, no. 4 (2019): 579–97. http://dx.doi.org/10.1075/jlp.18063.way.
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Abstract Relations between political parties and music are fraught with issues over effectiveness, limitations and opportunities. On the one hand, political parties and movements use the appeal of popular music to attract audiences who otherwise may not be attentive to their views. On the other hand, mixing the two has seen music and politics “reduced to their lowest common denominator” (Street 1988, 50). Here, I examine how political parties employ popular music to articulate party specific discourses. Leaning on Multimodal Critical Discourse Studies and musicology, I analyse the lyrics, visuals and musical sounds of musical advertisements prepared for two Turkish political events: A parliamentary election campaign and a presidential referendum campaign. Through a detailed analysis I reveal the discourses articulated, how these are articulated and the strengths and shortcomings of musical advertisements as a means of communicating party political discourses.
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PEI, RUI, ELISSA C. KRANZLER, AHNA BALLONOFF SULEIMAN, and EMILY B. FALK. "Promoting adolescent health: insights from developmental and communication neuroscience." Behavioural Public Policy 3, no. 1 (2018): 47–71. http://dx.doi.org/10.1017/bpp.2018.30.
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AbstractAdolescence is a period of remarkable psychosocial and neural development. Many life-long health habits are established during adolescence, making it a window of opportunity for health promotion. One way to promote adolescent health is through mass and social media campaigns. Although some health media campaigns that target adolescents are effective in changing health-relevant cognitions and behaviors, there is considerable room for improving these outcomes. Recent advancements combining neuroimaging tools and health persuasion have suggested key neural mechanisms underlying behavior change and retransmission of health-relevant ideas and norms in adults. This line of work highlights the integral role of the brain's value system in health persuasion and its importance for improving campaign design and effectiveness. Less is known about how these insights could be leveraged to inform adolescent health persuasion. In this article, we review what is known and unknown about the development of the brain's value system and its connections with cognitive control and social cognition systems across adolescence. Combining these insights, we propose that neuroimaging tools offer unique possibilities that could improve adolescent media health campaigns and promote adolescent well-being.
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Widyatmoko, Bima Tri, Frida Purwanti, and Agung Suryanto. "KEPEDULIAN MASYARAKAT DAN EFEKTIVITAS KAMPANYE ZONA INTI DI TAMAN NASIONAL KARIMUNJAWA." Management of Aquatic Resources Journal (MAQUARES) 1, no. 1 (2012): 1–6. http://dx.doi.org/10.14710/marj.v1i1.786.
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Taman Nasional didefinisikan sebagai kawasan pelestarian alam yang mempunyai ekosistem asli, dikelola dengan sistem zonasi, dan dimanfaatkan untuk tujuan penelitian. Persepsi yang salah mengenai pemanfaatan sumberdaya oleh masyarakat akan menjadi pemicu kerusakan ekosistem. Penelitian ini dimaksudkan untuk mengetahui kegiatan penangkapan masyarakat dan kepedulian masyarakat terhadap keberadaan Zona Inti, sekaligus mengetahui efektivitas kampanye dalam hal media komunikasi untuk membantu pemahaman masyarakat terhadap keberadaan Zona Inti. Metode penelitian dilakukan dengan Observasi Lapangan, dengan pengambilan data yang dilakukan dengan melakukan jajak pendapat kepada masyarakat dengan acuan pertanyaan dari kuisioner. Kuisioner yang digunakan dalam kampanye Zona Inti adalah menurut Strategic Plan RARE Coral Triangle 2010-2011 Marine Thematic Cohort. Gambaran kuisioner yang akan diberikan meliputi Profil responden, Kegiatan penangkapan dan lokasi kegiatan penangkapan, Pengetahuan masyarakat mengenai Zona Inti, dan Efektivitas media komunikasi yang digunakan dalam kampanye Zona Inti. Berdasarkan penelitian diketahui bahwa penangkapan dilakukan dalam kegiatan ramah lingkungan karena 46% menggunakan pancing tonda. Sebesar 76% mengakui perbedaan jarak penangkapan yang semakin jauh. Pengetahuan lokasi Zona Inti mengalami peningkatan dan kesediaan menjadi kelompok partisipatif dalam pengawasan Zona Inti sebesar 68,4 %. Efektivitas kampanye terlihat dari penggunaan SMS (Short Message Service) yang menjadi media komunikasi dua arah. Hal ini yang menjadikan SMS sebagai media komunikasi yang efektif dalam penyampaian pesan-pesan kampanye. Kata Kunci : Kepedulian, Masyarakat, Taman Nasional Karimunjawa, Kampanye Zona Inti Abstract National Parks are defined as having a nature conservation area of native ecosystems, managed by the zoning system, and used for research purposes. Karimunjawa community that relies on the natural result will be a problem that would arise if there is no clarity and knowledge on natural resources will be exhausted. This study aimed to determine the incidence of community and public awareness of the existence of the Core Zone, as well as the effectiveness of media campaigns in terms of communication to help people's understanding of the existence of the Core Zone. Data is collected by the distribution of questionnaires. The questionnaire used in the Core Zone campaign is under the Strategic Plan 2010-2011 RARE Coral Triangle Marine Thematic Cohort. Overview will be given a questionnaire that includes profiles of respondents, fishing activities and the location of fishing activities, public knowledge about the core zone, and the effectiveness of the communication media used in the Core Zone campaign. Based on the research note that the arrests were made in an environmentally friendly activity because 46% using a fishing rod Tonda. 76% recognize the difference that the farther the distance catching. Knowledge of the location of the Core Zone and the willingness to increase participation in the surveillance group core zone of 68.4%. The effectiveness of the campaign can be seen from the use of SMS (Short Message Service) is a two-way communication media. This is what makes SMS as effecttive at communications media in the delivery of campaign messages. Keywords: Caring, Community, National Park Karimunjawa, Core Zone Campaign Taman Nasional didefinisikan sebagai kawasan pelestarian alam yang mempunyai ekosistem asli, dikelola dengan sistem zonasi, dan dimanfaatkan untuk tujuan penelitian. Persepsi yang salah mengenai pemanfaatan sumberdaya oleh masyarakat akan menjadi pemicu kerusakan ekosistem. Penelitian ini dimaksudkan untuk mengetahui kegiatan penangkapan masyarakat dan kepedulian masyarakat terhadap keberadaan Zona Inti, sekaligus mengetahui efektivitas kampanye dalam hal media komunikasi untuk membantu pemahaman masyarakat terhadap keberadaan Zona Inti. Metode penelitian dilakukan dengan Observasi Lapangan, dengan pengambilan data yang dilakukan dengan melakukan jajak pendapat kepada masyarakat dengan acuan pertanyaan dari kuisioner. Kuisioner yang digunakan dalam kampanye Zona Inti adalah menurut Strategic Plan RARE Coral Triangle 2010-2011 Marine Thematic Cohort. Gambaran kuisioner yang akan diberikan meliputi Profil responden, Kegiatan penangkapan dan lokasi kegiatan penangkapan, Pengetahuan masyarakat mengenai Zona Inti, dan Efektivitas media komunikasi yang digunakan dalam kampanye Zona Inti. Berdasarkan penelitian diketahui bahwa penangkapan dilakukan dalam kegiatan ramah lingkungan karena 46% menggunakan pancing tonda. Sebesar 76% mengakui perbedaan jarak penangkapan yang semakin jauh. Pengetahuan lokasi Zona Inti mengalami peningkatan dan kesediaan menjadi kelompok partisipatif dalam pengawasan Zona Inti sebesar 68,4 %. Efektivitas kampanye terlihat dari penggunaan SMS (Short Message Service) yang menjadi media komunikasi dua arah. Hal ini yang menjadikan SMS sebagai media komunikasi yang efektif dalam penyampaian pesan-pesan kampanye. Kata Kunci : Kepedulian, Masyarakat, Taman Nasional Karimunjawa, Kampanye Zona Inti Abstract National Parks are defined as having a nature conservation area of native ecosystems, managed by the zoning system, and used for research purposes. Karimunjawa community that relies on the natural result will be a problem that would arise if there is no clarity and knowledge on natural resources will be exhausted. This study aimed to determine the incidence of community and public awareness of the existence of the Core Zone, as well as the effectiveness of media campaigns in terms of communication to help people's understanding of the existence of the Core Zone. Data is collected by the distribution of questionnaires. The questionnaire used in the Core Zone campaign is under the Strategic Plan 2010-2011 RARE Coral Triangle Marine Thematic Cohort. Overview will be given a questionnaire that includes profiles of respondents, fishing activities and the location of fishing activities, public knowledge about the core zone, and the effectiveness of the communication media used in the Core Zone campaign. Based on the research note that the arrests were made in an environmentally friendly activity because 46% using a fishing rod Tonda. 76% recognize the difference that the farther the distance catching. Knowledge of the location of the Core Zone and the willingness to increase participation in the surveillance group core zone of 68.4%. The effectiveness of the campaign can be seen from the use of SMS (Short Message Service) is a two-way communication media. This is what makes SMS as effecttive at communications media in the delivery of campaign messages. Keywords: Caring, Community, National Park Karimunjawa, Core Zone Campaign
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van Onselen, Peter, and Wayne Errington. "Managing Expectations: The Howard Government's Workchoices Information Campaign." Media International Australia 123, no. 1 (2007): 5–17. http://dx.doi.org/10.1177/1329878x0712300103.
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This article analyses the Howard government's $55 million information campaign to sell its new industrial relations (IR) reforms. The expensive advertising campaign was spread across newspapers, television channels, radio stations and even on internet sites. It was widely criticised by media professionals, politicians and interest groups. The IR information campaign was an example of ‘permanent campaigning’ because it was an overtly partisan information campaign that appeared in the middle of an electoral cycle. It was also emblematic of the blurred lines between government and political advertising. However, the IR information campaign also revealed the limitations of incumbency advantage and the limitations to some aspects of the modern trend towards permanent campaigning. Public anger over the plethora of taxpayer-funded advertisements limited the effectiveness of the messages being delivered. The government persisted with the information campaign — perhaps a signal it was designed not to turn public opinion in favour of the reforms, but to prevent an increase in public dissatisfaction following the negative campaign being waged by the Australian Council of Trade Unions (ACTU).
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Aksenov, N., M. Fryziuk, T. Pavlenko, O. Fedorenko, and O. Mykhailenko. "COMMUNICATION STRATEGIES FOR INFORMATION ABOUT RADON RISKS." Hygiene of populated places 2020, no. 70 (2020): 100–107. http://dx.doi.org/10.32402/hygiene2020.70.100.
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The article analyzes and determines the most effective directions of communication strategies and specific approaches to the choice of ways to inform the population about radon risks. Communicating with the public about radon risks is an integral part of the national radon action plan, and radon risk communication is a specific requirement of the IAEA's Basic Safety Standards. An effective risk communication strategy provides for a multi-stakeholder information flow involving stakeholders (all stakeholders) - representatives of communities living at risk, regulators, experts, radiation safety inspectors, and should focus on informing different audiences and recommending appropriate protective measures. It is also very important to take into account both the demographic and socio-economic context of the population and the use of quantitative and qualitative approaches to information. National and regional departments, local health authorities and non-profit organizations should work together to share knowledge, experience, resources and ideas that will stimulate radon measurements and protective actions. An effective component of a radon risk communication campaign is to identify target audiences that need to be informed and persuaded to take the necessary protection measures, and raising public awareness of the need to reduce radon levels in homes should be a key communication strategy. In the process of risk communication, an important aspect is the approach to the choice of ways of informing and developing the content of information messages. The effectiveness of communications will increase significantly if you join existing other information campaigns, such as energy efficiency, smoking control, labor protection and the like. Communication should be an ongoing process and should be carried out at all stages of the implementation of the radon action plan.
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Zerbini, Cristina, Donata Tania Vergura, and Beatrice Luceri. "How fair-trade claims and emotional empathy affect the consumer’s propensity to buy fair chocolate?" British Food Journal 121, no. 7 (2019): 1605–13. http://dx.doi.org/10.1108/bfj-07-2018-0417.
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Purpose Concerns related to the ethical issues are evident in the increasingly socially conscious marketplace. The purpose of this paper is to investigate the importance of fair-trade communication activities in the buying decision-making process of chocolate. The role of emotional empathy in influencing the willingness to pay and the purchase intention was also explored. Design/methodology/approach A mail survey with a sample of 199 Italian chocolate consumers was conducted. Respondents were equally and randomly distributed among the four print advertising stimuli: conventional brand with conventional campaign; conventional brand with pro-social campaign; pro-social brand with conventional campaign; and pro-social brand with pro-social campaign. A between-subjects factorial design was used to test the hypotheses. Findings Results showed the effectiveness of pro-social marketing campaigns in increasing consumers’ willingness to pay and purchase intention for fair-trade chocolate. Contextually, consumers with a high level of emotional empathy showed a greater purchase intention as opposed to those with a low level. Research limitations/implications As the ethical nature of the product should be communicated in several ways, the effect of different types of textual information on the dependent variables should be considered. Originality/value The study enriches the literature on ethical consumption and provides some guidance to manufacturers and product managers for understanding the role of pro-social marketing communication in influencing consumer behaviour.
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Howarth, D., and S. Butler. "Communicating water conservation: how can the public be engaged?" Water Supply 4, no. 3 (2004): 33–44. http://dx.doi.org/10.2166/ws.2004.0041.
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In 2001 the Environment Agency and Thames Water completed a collaborative research project “The Effectiveness of Marketing Campaigns in Achieving Water Efficiency Savings”. The project attempted to assess the effectiveness of a water efficiency campaign in a residential area of 8000 properties. The results showed that the campaign had no significant effect on water demand both at the individual property level and the total flow into the area. Responses to direct questions about the campaign indicated that at most 5% had noticed it despite the fact that 25% claimed to read the local newspaper and listen to the local radio station used for the campaign, and the fact that a leaflet was sent to all households. The market research provided some clues as to why the customer response to this campaign was so disappointing, principally because the public regard water as low priority compared to other environmental issues. Other research is reviewed that provide additional reasons for the unwillingness of the public to engage on this issue. This paper reviews “success stories” from Phoenix, Arizona and Singapore and identifies the main learning points from these programs. Article 14 of the Water Framework Directive calls for active involvement in water policy. An assessment is made of what this might mean for public participation in water conservation programs.
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Temchur, Karyna. "Qualitative transformations in the media-political space of Ukraine." Obraz 3, no. 32 (2019): 80–86. http://dx.doi.org/10.21272/obraz.2019.3(32)-80-86.
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Introduction. At present, political scientists are stating the crisis of traditional politics. Due to the lack of trust in professional politicians in the world, the men of show business are winning the election. A similar phenomenon is observed in Ukraine, where the showman V. Zelensky won the last presidential election. His political campaign was conducted with the use of social networking resources and transformed genres of political communication, which attracted the attention of young people and citizens who are tired of traditional politics. The relevance of the study is related to the need to examine the transformations that have happened in the Ukrainian media system in 2019. The purpose of the article is to describe the changes in political communication in Ukraine. Methods. The study was conducted by methods of modeling, comparative analysis and media monitoring. Results. In political communication, there are new genres: move- interviews, press marathons, stadium debates, appeals instead of the incumbent president. Their characteristic features are the democratization of language, the use of the latest technical means, a move from political formality and seriousness, the use of humor, intimation, the creation of the effect of involvement. The reasons for the transformation of traditional genres of political communication are the transition of political discourse into a show format, the presence of a contrasting image of the opponent, global political and digital trends. Conclusions. The article first describes the transformation of genres of political communication during and after the 2019 election campaign in Ukraine and its factors. The results of the study can be applied in the preparation of the next political campaigns. The experience of the election campaign in Ukraine has shown the effectiveness of using modified genres of political communication. Keywords: political communication, the transformation of genres, genres of political communication.
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Bright, Jonathan, Scott Hale, Bharath Ganesh, Andrew Bulovsky, Helen Margetts, and Phil Howard. "Does Campaigning on Social Media Make a Difference? Evidence From Candidate Use of Twitter During the 2015 and 2017 U.K. Elections." Communication Research 47, no. 7 (2019): 988–1009. http://dx.doi.org/10.1177/0093650219872394.
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Political campaigning on social media is a core feature of contemporary democracy. However, evidence of the effectiveness of this type of campaigning is thin. This study tests three theories linking social media to vote outcomes, using a novel 6,000 observation panel data set from two British elections. We find that Twitter-based campaigning does seem to help win votes. The impact of Twitter use is small, though comparable with campaign spending. Our data suggest that social media campaign effects are achieved through using Twitter as a broadcast mechanism. Despite much literature encouraging politicians to engage with social platforms in an interactive fashion, we find no evidence that this style of communication improves electoral outcomes. In light of our results, theories of how social media are changing processes of campaigns and elections are discussed and enhanced.
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Sazonov, A. A. "Research of methods for evaluating the effectiveness of public relations activities." Vestnik Universiteta, no. 10 (December 11, 2020): 40–46. http://dx.doi.org/10.26425/1816-4277-2020-10-40-46.
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The article is devoted to the study of the main methods of evaluating the effectiveness of activities in the field of public relations. The paper indicates the main features that characterize modern PR technologies: innovation, manufacturability, consistency, the guarantee of certain practical results, and so on. Public relations are currently one of the fastest-growing components of the marketing communications complex, which is aimed at forming and strengthening a positive image of the company in the eyes of public groups. The study ascertains that to calculate the effect of PR campaigns and return on investment (ROI), it is necessary to use the construction of special multicomponent correlation models, where media analytical indicators can be correlated with certain financial results. The author considers the metric of the use value norm used to assess the current level and effectiveness of the company’s communication policy, taking into account the complex of various PR activities. The study gives an algorithm for finding an effective commercial offer in the B2B segment. The paper creates a formula that allows calculating the socio-economic efficiency of a PR company. In conclusion of the article, the author presents groups of indicators that should be paid attention to by the company’s top management to evaluate conducted PR campaign.
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Bell, Robert A., Matthew Cholerton, Veronica Davison, Kevin E. Fraczek, and Healther Lauter. "Making Health Communication Self-Funding: Effectiveness of Pregiving in an AIDS Fundraising/Education Campaign." Health Communication 8, no. 4 (1996): 331–52. http://dx.doi.org/10.1207/s15327027hc0804_2.
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Bagić Babac, Marina, and Vedran Podobnik. "What social media activities reveal about election results? The use of Facebook during the 2015 general election campaign in Croatia." Information Technology & People 31, no. 2 (2018): 327–47. http://dx.doi.org/10.1108/itp-08-2016-0200.
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Purpose Due to the significant rise in the use of social media in recent years, the purpose of this paper is to investigate who, how and why participates in creating content at political social networking websites utilising a content analysis of posts and comments published on Facebook during the 2015 general election campaign in Croatia. It shows consequences of a transition from traditional to social media campaigns and the effectiveness of social media at activating and moving public opinion during the general election campaign. Design/methodology/approach This study uses a data collection through a social media website, a classification of data set items by content attributes and a statistical analysis of the classified data. Findings Building on an empirical data set from Croatia, this study reveals that different political parties implement different election campaign strategies on social media to influence citizens who, consequently, respond differently to each of them. The results indicate that political messages with positive emotions evocate positive response from citizens, while neutral content is more likely to invoke negative comments and criticism, and support to the opponent. Another implication of the results is that two-way and tolerant communication of political actors increases citizen engagement, whereas unidirectional communication decreases it. Originality/value This paper provides an original insight into qualitative content analysis of posts and user comments published on Facebook during the 2015 general election campaign in Croatia.
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Kim, Minji, and Joseph N. Cappella. "Reliable, valid and efficient evaluation of media messages." Journal of Communication Management 23, no. 3 (2019): 179–97. http://dx.doi.org/10.1108/jcom-12-2018-0132.
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Purpose In the field of public relations and communication management, message evaluation has been one of the starting points for evaluation and measurement research at least since the 1970s. Reliable and valid message evaluation has a central role in message effects research and campaign design in other disciplines as well as communication science. The purpose of this paper is to offer a message testing protocol to efficiently acquire valid and reliable message evaluation data. Design/methodology/approach A message testing protocol is described in terms of how to conceptualize and evaluate the content and format of messages, in terms of procedures for acquiring and testing messages and in terms of using efficient, reliable and valid measures of perceived message effectiveness (PME) and perceived argument strength (PAS). The evidence supporting the reliability and validity of PME and PAS measures is reviewed. Findings The message testing protocol developed and reported is an efficient, reliable and valid approach for testing large numbers of messages. Research limitations/implications Researchers’ ability to select candidate messages for subsequent deeper testing, for various types of communication campaigns, and for research in theory testing contexts is facilitated. Avoiding the limitations of using a single instance of a message to represent a category (also known as the case-category confound) is reduced. Practical implications Communication campaign designers are armed with tools to assess messages and campaign concepts quickly and efficiently, reducing pre-testing time and resources while identifying “best-in-show” examples and prototypes. Originality/value Message structures are conceptualized in terms of content and format features using theoretically driven constructs. Measures of PAS and PME are reviewed for their reliability, construct and predictive validity, finding that the measures are acceptable surrogates for actual effectiveness for a wide variety of messages and applications. Coupled with procedures that reduce confounding by randomly nesting messages within respondents and respondents to messages, the measures used and protocol deployed offer an efficient and utilitarian approach to message testing and modeling.
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Dono, Joanne, Caroline Miller, Kerry Ettridge, and Carlene Wilson. "The role of social norms in the relationship between anti-smoking advertising campaigns and smoking cessation: a scoping review." Health Education Research 35, no. 3 (2020): 179–94. http://dx.doi.org/10.1093/her/cyaa008.
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Abstract A systematic scoping review of anti-smoking mass media campaign literature provided opportunity to explore how social normative theories and constructs are used to influence smoking cessation. Synthesis of findings was constrained by significant heterogeneity. Nevertheless, the results indicate that a broader conceptualization of social norm is worthy of further exploration. Perceptions of what others think and do contributed in multiple ways to the relationship between anti-smoking messaging and quitting outcomes. Furthermore, integrating research on social norms, social identity and communication may improve understanding of why quitting intentions are enhanced in some circumstances but reactance and counter-arguing responses corresponding to lower quitting intentions occur in others. Integrating a broader theoretical understanding of normative influences into campaign development and evaluation may prove useful in demonstrating the effectiveness of this approach in behaviour change campaigns.
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Desvousges, William H., V. Kerry Smith, and Hillery H. Rink. "Communicating Radon Risks Effectively: The Maryland Experience." Journal of Public Policy & Marketing 11, no. 2 (1992): 68–78. http://dx.doi.org/10.1177/074391569201100207.
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The authors address the effectiveness of two pilot programs for encouraging radon testing: a targeted mass media approach and mass media combined with a community-based implementation program. To measure the effectiveness of these radon risk communication efforts, they used a design that included three Maryland communities with high radon concentrations. Hagerstown received an integrated radon risks/testing media campaign during the winter heating season. Frederick received the same media campaign but also received a community outreach program that included presentations and posters. Randallstown served as the comparison community with no special radon risk testing information. Pre- and post-campaign telephone surveys with 500 randomly selected homeowners were conducted in each area. The post-campaign surveys included an additional independent sample of 500 homeowners in each area to test for presensitization bias. Frederick, which received both the community-based program and the media program, had a 15-percentage-point increase in attitudes favorable toward radon testing, 15-percentage-point increase in knowledge, and an 8.2-percentage-point increase in testing in comparison with Randallstown, the control community. Hagerstown, which received only the media program, had an 8-percentage-point increase in favorable attitudes. There was no detectable increase in testing in Hagerstown.
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Gard, Jennifer C., Marni L. Kan, Sarah B. Jones, J. Cassie Williams, W. Douglas Evans, and Kevin C. Davis. "Organizational Use of a Media Campaign Booklet to Encourage Parent–Child Communication about Waiting to Have Sex." Social Marketing Quarterly 17, no. 1 (2011): 91–107. http://dx.doi.org/10.1080/15245004.2011.547143.
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Promoting parent—child communication through the use of print materials may be an important health communication approach for preventing teen sexual activity in the United States. Although prior work has suggested successful methods of disseminating print materials, research has not examined dissemination approaches across organization types. Understanding the use and dissemination of print materials among different organizations is crucial to guiding materials development in a way that maximizes uptake and effectiveness among consumers. Accordingly, this study examined the use of a booklet for parents that encouraged parent–child communication about waiting to have sex as collateral material for a national media campaign. We interviewed staff at 9 community organizations, 9 health care facilities, 5 school-based organizations, and 3 campaign outreach centers. Results suggested variability within and across organization types regarding use of the booklet. Community and outreach center staff tended to walk through the booklet content with parents; health care facilities and education-oriented organizations usually reported both direct and indirect distribution approaches. Staff identified useful elements of the booklet and made suggestions for dissemination in line with prior research. A better understanding of how print materials are utilized to supplement media campaigns can improve their usefulness and potential influence on health behaviors.
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Roncarolo, Franca. "Campaigning and Governing: An Analysis of Berlusconi's Rhetorical Leadership." Modern Italy 10, no. 1 (2005): 75–93. http://dx.doi.org/10.1080/13532940500113383.
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SummaryThis article explores the communication strategy of Silvio Berlusconi through the analytical framework of the ‘permanent campaign’ model. Beginning with the distinction between ‘personal popularity’ and ‘political consensus’, the article looks at the different aspects of Berlusconi's political communication strategy since his election victory in May 2001 and assesses the rationale and effectiveness of his permanent campaign. The author concludes that, despite Berlusconi's strong commitment to the communication process, his leadership appears more similar to the rhetorical Presidency model than to the experiences of leaders who have shown that campaigning can also be used to govern. The article identifies two key limits: (1) the link between the drive for personal popularity and the building of support for the government's main policies appears weak; (2) all communication strategies are undermined by deep divisions within the ruling coalition.
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Islam, Mahfuza, Jade Benjamin-Chung, Sonia Sultana, et al. "Effectiveness of Mass Media Campaigns to Improve Handwashing-Related Behavior, Knowledge, and Practices in Rural Bangladesh." American Journal of Tropical Medicine and Hygiene 104, no. 4 (2021): 1546–53. http://dx.doi.org/10.4269/ajtmh.20-1154.
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ABSTRACTWater, sanitation, and handwashing interventions that use intensive interpersonal communication improve targeted behaviors, but are expensive at scale. Mass media is an alternative that could reach more people at lower cost but has rarely been rigorously evaluated. We assessed the effectiveness of a mass media campaign in improving handwashing knowledge and practices in rural Bangladesh. We conducted a cross-sectional assessment before the campaign among 8,947 households and again after 4 months of the campaign among 8,400 different households in the same areas. Trained enumerators conducted spot checks of water, sanitation, and hygiene facilities, and recorded reported knowledge and practices. We compared these outcomes after versus before the campaign using generalized linear models with robust standard errors. After the media campaign, caregivers were more likely to recall ≥ 3 messages regarding handwashing (prevalence ratio [PR] = 1.44, 1.34–1.55), sanitation (PR = 1.45, 1.35–1.55), and safe water (PR = 1.17, 1.08–1.26). After the campaign, the prevalence of using soap and water during handwashing demonstrations was higher among caregivers (PR = 1.15, 1.12–1.19) and children (PR = 1.31, 1.22–1.41). Hands were more commonly observed to be visibly clean among caregivers (PR = 1.14, 1.07–1.20) and children (PR = 1.13, 1.05–1.21). Soap and water was more commonly observed in handwashing stations near latrines (PR = 1.12, 1.06–1.19) and in cooking/eating places (PR = 1.09, 1.01–1.18). Our findings indicate improved handwashing knowledge and behaviors following a mass media campaign. This promising approach can be deployed to improve water, sanitation, and hygiene practices at scale and should be evaluated in other contexts.
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Roberts, Alasdair, and Jonathan Rose. "Selling the Goods and Services Tax: Government Advertising and Public Discourse in Canada." Canadian Journal of Political Science 28, no. 2 (1995): 311–30. http://dx.doi.org/10.1017/s0008423900018862.
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AbstractThis note examines the Canadian federal government's attempts to use communication programmes to influence public opinion toward the Goods and Services Tax (GST). Using internal government documents and polling data, the authors describe the scope and objectives of the GST campaign, and assess its effectiveness in shaping public opinion. They then describe some of the weaknesses in popular discourse about the propriety of communication programmes of this kind.
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Oklander, Mykhailo, and Mykyta Haidaienko. "Omnicanal marketing tools in the political sphere." Marketing and Digital Technologies 5, no. 1 (2021): 74–100. http://dx.doi.org/10.15276/mdt.5.1.2021.5.
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Aim of the article. The purpose of the article is to substantiate the scientific, methodological and practical provisions for the use of omnichannel marketing tools in the political sphere. Achieving the goal of the work necessitated the solution of the following tasks: to analyze the evolution of marketing tools in modern market conditions; determine the content of the marketing complex in the political sphere; to investigate the effectiveness of the use of marketing research to study the political sphere; determine the feasibility of applying the tools of marketing communication policy in the electoral process; substantiate the criteria for selecting priority marketing tools in the political sphere. Analyses results. Modern world trends in the development of society and market relations update digital marketing and its main tools, including targeting technology, which are used to link the success of marketing communication policy in any business project. Political advertising today is a prerequisite for a successful campaign and victory, so politicians are actively using the services of marketers. Election campaigns do not last long, but their success depends on the quality of previous work of the politician in the district, which should be based on marketing research of the main factors, study of possible competitors and requests from voters for goods (deputy). Only marketing research can answer all these questions. Advancing a candidate to win an election requires a well-structured communication policy, where marketing tools are most effective. Politicians actively use the services of PR-managers, but the greatest demand is for quality advertising. Emphasis is transferred to social networks, and the effectiveness of their application directly depends on quality targeting. Conclusions and directions for further research. The study of the experience of marketing tools in the political sphere suggests its universal nature, which, despite all the specifics of the policy and the high level of legal restrictions on its use, proves its effectiveness and is the key to the success of election campaigns. Proven effectiveness of the use of marketing tools in the electoral process at the local level can be fully applied to national elections. Each of these areas, of course, contributes its own features and specifics to its application, but it only enriches the theory and practice of modern marketing. Keywords: marketing, omnichannel marketing, digital marketing, targeting, marketing research, local elections, advertising campaign
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Bushar, Jessica A., Jodie Fishman, Danielle Garfinkel, and Amy Pirretti. "Enrolling Underserved Women in mHealth Programs: Results From Text4baby Outreach Campaigns." Health Promotion Practice 20, no. 2 (2018): 292–99. http://dx.doi.org/10.1177/1524839918763589.
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Public health practitioners have increasingly leveraged technology-based communication to get health information into the hands of hard-to-reach populations; however, best practices for outreach and enrollment into mobile health (mHealth) programs are lacking. This article describes enrollment results from campaigns focused on enrolling underserved pregnant women and mothers in Text4baby—a free, mHealth service—to inform outreach strategies for mHealth programs. Text4baby participants receive health and safety information, interactive surveys, alerts, and appointment reminders through at least three weekly texts and a free app—timed to users’ due date or babies’ birth date. Text4baby worked with partners to implement national, state, and community-based enrollment campaigns. Descriptive statistics were used to compare baseline enrollment prior to a campaign with enrollment during a campaign to generate enrollment estimates. Enrollment rates were calculated for campaigns for which the number targeted/reached was available. National television campaigns resulted in more than 10,000 estimated enrollments. Campaigns that were integrated with an existing program and text-based recruitment had the highest enrollment rates, ranging from 7% to 24%. Facebook advertisements and traditional media targeting providers and consumers were least effective. mHealth programs should consider text-based recruitment and outreach via existing programs; additional research is needed on return on investment for different outreach strategies and on the effectiveness of different outreach strategies at reaching and enrolling specific target populations.
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Min, Young. "Intertwining of Campaign News and Advertising: The Content and Electoral Effects of Newspaper Ad Watches." Journalism & Mass Communication Quarterly 79, no. 4 (2002): 927–44. http://dx.doi.org/10.1177/107769900207900410.
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By integrating content analysis and experimental analysis of newspaper ad watches, this study examines the interactive qualities of news and candidate ads as well as the effects of those interactions. First, the content analysis shows that negative issue advertising is the most frequent focus of ad watch journalism. The tone of journalistic assessments of political ads is not invariably critical; while the press tends to deflate the accuracy of the ad messages, it more often than not reinforces the effectiveness of the messages. Second, an experimental analysis demonstrates that the tone of the news analysis of a campaign ad significantly influences the audiences' preferences toward the sponsoring candidate. However, it provides little support for the demobilizing effects of negativity in the ad watch coverage.
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Alsulaiman, Saud, and Terry Rentner. "The Health Belief Model and Preventive Measures: A Study of the Ministry of Health Campaign on Coronavirus in Saudi Arabia." Journal of International Crisis and Risk Communication Research 1, no. 1 (2018): 27–56. http://dx.doi.org/10.30658/jicrcr.1.1.3.
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As of August 2017, approximately 684 people have died in the Kingdom of Saudi Arabia since the coronavirus Middle East respiratory syndrome (MERS-CoV) outbreak in 2012. Saudi Arabia became the leading country for the number of illnesses and deaths related to MERS-CoV, making this a health megacrisis. Early Ministry of Health (MOH) communication efforts proved ineffective and created anger, confusion, and mistrust. Changes in command, implementation of new guidelines and policies, and a health preventive campaign have been instrumental in the fight. The MOH launched the “We Can Stop It” campaign in 2015. This study shares results from a survey of 875 students from King Saud University on the credibility of MOH information and effectiveness of the campaign’s prevention recommendations. Results show that the MOH is a credible source of information and that Saudis are following most, but not all, recommended preventive measures. Those persons with higher perceived benefits and lower barriers are more likely to follow recommended guidelines.
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Garcia, Angela Cora. "Presidential campaign talk: Question-answering in ‘Neutral Informational Interviews’." Discourse & Society 29, no. 3 (2017): 256–78. http://dx.doi.org/10.1177/0957926517734662.
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This article is a dual-case analysis of presidential campaign interviews conducted with former President George HW Bush when he was campaigning for the Republican presidential nomination in 1980, and former President William J. Clinton when he was campaigning for the presidency in 1991. Both interviews were conducted at high schools in New Hampshire and are publicly available on the C-SPAN website. The purpose of this analysis is to investigate how the success or failure of political campaigns may be tied to candidates’ interactional competence and pragmatic skills. This will be done through an examination of the strengths and weaknesses of the answers each candidate produced in the context of these non-adversarial interviews. This conversation analytic investigation reveals key differences between the two candidates in the successful display of various types of knowledge, interactional competency, sensitivity to audience design, fluency of speech and organization of their responses. The results are discussed in terms of the importance of interactional skills for the success of political campaigns and the effectiveness of ‘Neutral Informational Interviews’ for educating the audience.
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Boulay, Marc, Ian Tweedie, and Emmanuel Fiagbey. "The effectiveness of a national communication campaign using religious leaders to reduce HIV-related stigma in Ghana." African Journal of AIDS Research 7, no. 1 (2008): 133–41. http://dx.doi.org/10.2989/ajar.2008.7.1.13.441.
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Adamik-Szysiak, Małgorzata. "SOCIAL MEDIA AS A TOOL OF POLITICAL PERMANENT CAMPAIGN ON THE EXAMPLE OF THE ACTIVITY OF POLISH POLITICIANS." SWS Journal of SOCIAL SCIENCES AND ART 1, no. 2 (2019): 1–12. http://dx.doi.org/10.35603/ssa2019/issue2.01.
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In the context of the processes of professionalization and modernization of political communication and mediatization of politics, the aim of the article is to show how to use social media in strategies for communicating of party leaders on the Polish political scene.
 The research questions concerned attempts of the politicians to use social media to implement communication marketing strategies, in particular in the aspect of engaging and mobilizing Internet users not only in the periods of electoral campaigns, but also in the long-term perspective.
 The messages disseminated by politicians in social media (mainly on Facebook and Twitter) were analysed primarily from the point of view of their effectiveness (measured by the popularity of entries and their media visibility). It was important to pay attention to the ways of presenting and creating the political reality by politicians through the media.
 The empirical research covered the years 2015-2017 and were of the longitudinal nature.
 The basic research method is the analysis of the content, both quantitative and qualitative. Examining the way of the presentation of specific issues I am using the concept of framing the media messages.
 According to the first hypothesis (H1), the use of social media by Polish politicians proves the growing professionalization of political communication, especially through the prism of its Americanization based on the concept of a hybrid style of communication, thus adapting selected solutions tested on the American political scene to Polish realities.
 The second hypothesis (H2) indicates that in the communication strategies of political party leaders, social media are perceived as a communication tool which primary function is not only to inform but also to maintain relations with a potential electorate, in accordance with the assumptions of relationship marketing.
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Davis, Kevin C., James Nonnemaker, Jennifer Duke, and Matthew C. Farrelly. "Perceived Effectiveness of Cessation Advertisements: The Importance of Audience Reactions and Practical Implications for Media Campaign Planning." Health Communication 28, no. 5 (2012): 461–72. http://dx.doi.org/10.1080/10410236.2012.696535.
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Akil, Hussein, Said Hussein, and Leila E. Zein. "The Effect of Climate Change Semantic Expressions on Perceptions and Attitudes Towards Decarbonisation." International Business Research 11, no. 5 (2018): 92. http://dx.doi.org/10.5539/ibr.v11n5p92.
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This paper is proposed to clarify the effectiveness of semantic expressions used to designate climate change in France context, i.e. “réchauffement climatique” (“global warming”); “changement climatique” (“climate change”); and “derangement climatique” (“climate imbalance”). An experimental study (sample size N = 126) based on ‘linguistic semantics’ approach is conducted in order to assess the effect of these expressions on concerns, perceptions risk and sensitivity regarding Climate Change (CC). Our results show that the expression “réchauffement climatique” (“global warming”) is the most appropriate from a statistical standpoint. It increased the importance of the problem (salience of this issue) relative to other societal issues (e.g. unemployment, social justice, crime, etc.); it also enhanced participants' sensitivity (respondents' emotions associated with CC) more than the other expressions. We can still note however a strong difference in impact among the expressions if we were to calculate their impact on the basis of risk perception and communication objective. Results showed that when focusing our communication campaigns on nature, it would be preferable to use the term “changement” ("change"), when focusing our communication on social level, it would be preferable to use the term “réchauffement” ("warming"), whereas the term “dérèglement” ("imbalance") becomes the most suitable in seeking to build a communication campaign focusing on economic aspects. Semantics therefore should be selected depending on the communication objective.
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Harrington, Nancy Grant, Philip C. Palmgreen, and Lewis Donohew. "Programmatic Research to Increase the Effectiveness of Health Communication Campaigns." Journal of Health Communication 19, no. 12 (2014): 1472–80. http://dx.doi.org/10.1080/10810730.2014.954082.
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Sood, Suruchi, and Devaki Nambiar. "Comparative Cost-Effectiveness of the Components of a Behavior Change Communication Campaign on HIV/AIDS in North India." Journal of Health Communication 11, sup2 (2006): 143–62. http://dx.doi.org/10.1080/10810730600974837.
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