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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