Radio & TV Campaigns Lecture Notes PDF

Radio & TV Campaigns (RTV407) Dr. Mahmoud Zaky Lecture (7) sinaiuniversity.net Campaigns Success Factors (Part 1) 2 First 3 @Sinaiunieg [email protected] www.su.edu.e...

Radio & TV Campaigns (RTV407) Dr. Mahmoud Zaky Lecture (7) sinaiuniversity.net Campaigns Success Factors (Part 1) 2 First 3 @Sinaiunieg [email protected] www.su.edu.eg  Widespread exposure to campaign messages is a necessary ingredient in a communication campaign’s effectiveness. Although exposure to campaign messages of a relatively high proportion of the audience certainly does not guarantee a campaign’s success, a campaign will usually fail without it. The first prerequisite of an information campaign is that the campaign must reach the intended audience. Any hope for the effects of the campaign must begin from here. Once wide exposure is reached, then other variables such as the effectiveness of campaign messages enter into the successful campaign equation. 4 @Sinaiunieg [email protected] www.su.edu.eg  Evidence of this point was provided by Star and Hughes (1950) evaluation of the United Nations campaign (The Cincinnati Plan for the United Nations); even though considerable exposure occurred, campaign messages don’t seem to have been appropriately constructed and the campaign’s objective was overly optimistic. The principle derived from the campaign is that information, to be disseminated at all, must be functional, that is, interesting to the ordinary man because he has been made to see that it impinges upon his own affairs. 5 @Sinaiunieg [email protected] www.su.edu.eg Second 6 @Sinaiunieg [email protected] www.su.edu.eg  The mass media can play an important role in creating awareness-knowledge, in stimulating interpersonal communication, and in recruiting individuals to participate in campaign activities. Mass media communication isn’t a campaign panacea. Some messages communicated through some channels affect some people more than others under some conditions. Many campaigns may not so much fail as fall short of unrealistic objectives, perhaps by delivering their messages to the wrong audience. 7 @Sinaiunieg [email protected] www.su.edu.eg  Strongly held opinions and ingrained behaviors are very difficult to change. In their evaluation of a family planning promotion campaign using national mass media advertising, Udry and others (1974) found that the campaign had substantially increased awareness of family planning in the selected communities of study, but it had only negligible effects on contraceptive use and birth rates. Depending on the effects sought, modest changes in audience behavior are frequently achievable. 8 @Sinaiunieg [email protected] www.su.edu.eg  A health promotion campaign might be considered successful if 5% of the members of a large target audience make long- term changes in their overt health behavior. So one key to successful communication campaigns is the setting of reasonable campaign goals. 9 @Sinaiunieg [email protected] www.su.edu.eg Third 10 @Sinaiunieg [email protected] www.su.edu.eg  Interpersonal communication through peer networks is very important in leading to and maintaining behavior change. While the mass media may be effective in disseminating information, interpersonal channels are more influential in motivating people to act on that information. Bandura argued that much individual behavior change is learned through observing (and modeling) the behavior of others like oneself. 11 @Sinaiunieg [email protected] www.su.edu.eg  The Stanford project tried to activate interpersonal networks through health promoters who acted as opinion leaders, behavioral models, and recruiters of new participants in the heart diseases prevention campaign. The influence of lay leaders has been demonstrated in a number of other health-related campaigns, including the North Karelia health education project in Finland, the Mtu ni Afya (Man is Health) in Tanzania, and the Isfahan family planning campaign in Iran. 12 @Sinaiunieg [email protected] www.su.edu.eg  https://www.helsinki.fi/en/news/good-society/north-karelia- project-unrepeatable-success-story-public-health https://eric.ed.gov/?id=ED216682 https://www.jstor.org/stable/1964793 13 @Sinaiunieg [email protected] www.su.edu.eg  Studies had shown that people act on information more readily when appropriate social and environmental support is present. 14 @Sinaiunieg [email protected] www.su.edu.eg  The “Take a Bite Out of Crime” mass media campaign used the strategy of promoting the household participation in neighborhood crime prevention groups (Neighborhood Watch) as a necessary precondition to effective mobilization of preventive crime behavior. This campaign’s success was enhanced by interpersonal channels carrying information not only about a particular behavior bur also about its social acceptability and adoption by others. Thus a group approach at the local level is one means for a campaign to utilize interpersonal networks. 15 @Sinaiunieg [email protected] www.su.edu.eg References Jonathan Matusitz, (2022). Fundamentals of Public Communication Campaigns. 1st Edition. Wiley- Blackwell. @Sinaiunieg [email protected] www.su.edu.eg  THANK YOU For any questions feel free to contact me by mail [email protected]