Chapter 11 Flashcards
(20 cards)
What is a campaign?
purposive attempts to inform or infulence behaviors in large audiences within a specified time preiod using an organized set of communication activities and featuring an array of mediated messages in multiple channels generally toproduce noncommercial benefits to individuals and society.
social marketing
the concept that behaviors can be promoted in the same ways as prducts and services.
What emerged from the collaboration of radio advertising and industry leaders?
campaigns aimed at selling war bonds and at conserving materials that could aid the war effort
Ad council
a nonprofit group that essentially founded social marketing, encouraging U.S. citizens to purchase war bonds.
by the end of WWII, how many americans had purchased war bonds and how much did the government raise to aid the war effort?
over 85 million purchases and they raised over
$180 million
What did the marketing efforts with the war bonds prove?
campaigns could be used to sell ideas, behaviors, concepts, and values.
What was the first project that the Ad council began that encouraged responsible, healthy, and pro-social behaviors in 1947?
Smokey the Bear
what may be the most successful MADD campaign and what are the statistics on it?
the campaign against drunk driving. Since 1980, the DUI fatalities have cut down by 1/2 in America
How long do radio and tv spot ads usually last?
ususally 28 seconds, but some are for 58
what are the two outcomes social marketing is really good for?
very effective agenda setting
raising awareness of previously unknown issues
What is one of the most effective way for campaigning?
the use of fear appeals
such as smoking ads
What did Kim Witte contribute to campaigns?
She disovered tthe distiction between danger controls and fear.
Extended Parallel Process Model
A model of persuasion common in social marketing that suggests that fear can be a motivating factor to behavior change, especially when people feel they can do the behavior and it willl work.
Cognitive dissonance
A mismatch between one’s beliefs and one’s actions.
What does a good fear appeal require?
A call to action and requires that the target to feel that they can both do the action and that the action will work to help overcome the threat.
Terror Management
A theory suggesting that the induction of fear of death can lead to compliance with health messages.
Mortality Salience
The perception that one’s behaviors may lead to death.
Are more or less people trusting PR practionioners?
less
Two-way symmetrical relations
an emerging perspective in public relations proposed by Dozier, Grunig and Grunig that emphasizes the audience’s role in avtively discussing rather than passively receiving persuasive messages. In particular this model requires organizations to engage in dialogue with their publics ratehr than simply distributing information to them.
