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

Message Design

Learning Objectives

• Be able to

– Apply sender-message-channel-receiver model to campaigns

Communication and Persuasion Matrix (Input/Output Model, McGuire,2001)

Input Communication Factors

• Source

• Message

• Channel

• Receiver

• Destination

Output Communication Factors• Tuning in

• Attending to the communication

• Liking it

• Comprehending it

• Generating related cognitions

• Acquiring relevant skills

• Agree with the position

• Storing the position in memory

• Retrieval of the more position from memory when relevant

• Decision to act on the basis of retrieved position

• Acting on it

• Postaction cognitive integration of the behavior

• Proselytizing other to behave likewise

Source

Source

• Credibility

• Dynamism

• Attractiveness

• Power

• Similarity

Message: Rational v. Emotional

Message: Narrative v. Statistical

Message: Gain v. Loss

Message Characteristics

• Vivid

• Relevant

• Believable

• Understandable

• Actionable

• Novel

Channel

Mass Media

Direct Marketing

Small Group

Interpersonal

Receiver

Transcreation

The audience determines message characteristics.

Conclusion