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Davies, Sarah R. "University communications as auto-communication: the NTNU ‘Challenge Everything’ campaign." Journal of Communication Management 24, no. 3 (March 19, 2020): 227–43. http://dx.doi.org/10.1108/jcom-08-2019-0120.
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PurposeThis article offers an in-depth exploration of university communications practice by describing and analysing a publicity and recruitment campaign, called ‘Challenge Everything’, carried out by the Norwegian University of Science and Technology (NTNU) in 2018. By providing insight into internal sense-making around the campaign it contributes to literatures in science communication and communication management.Design/methodology/approachThis qualitative research uses semi-structured interviews and informal organisational ethnography, mobilising concepts of sense-making and auto-communication to guide analysis. The focus is on how organisation members made sense of the Challenge Everything campaign.FindingsThe analysis focuses on four key themes within organisational sense-making about the campaign: the openness of the campaign meant that it was readily picked up on and personalised by university staff; its meaning was always contextual, shaped by organisation members' roles, interests, and concerns; its controversy seems to primarily derive from questions of representation, and specifically whether organisation members recognised within it their own experiences of university culture; and its development points to the rise of new forms of expertise within university organisation, and the contestation of these.Research limitations/implicationsThe research offers only a partial snapshot of one instance of university communications. However, in demonstrating how public campaigns also operate as auto-communication it has important implications for strategic communication within complex organisations such as universities.Originality/valueThe research has particular value in offering an in-depth qualitative study of university marketing practices and the effects these have within an organisation.
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Adamos, G., E. G. Nathanail, and P. Kapetanopoulou. "Do Road Safety Communication Campaigns Work?" Transportation Research Record: Journal of the Transportation Research Board 2364, no. 1 (January 2013): 62–70. http://dx.doi.org/10.3141/2364-08.
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Road safety communication campaigns are considered an efficient strategy for reaching a wide audience. They aim at reducing the number and severity of road crashes by influencing road user behavior. Despite the large number of campaigns that have been designed and implemented in recent years, few have been formally evaluated. This paper presents the evaluation design and the implementation of a national road safety communication campaign on the effects of fatigue on driving behavior. The campaign targeted primarily professional drivers and, secondarily, all other drivers The definition of the objectives of the campaign was addressed through the health belief model. Objectives included increasing awareness of the severity of driving while fatigued and of effective countermeasures. The measurement variables of the evaluation design, also addressed by the health belief model, were knowledge, behavioral beliefs, risk comprehension, behavioral intentions, past behavior, and self-reported behavior. The evaluation was based on a nonexperimental design. The use of control groups was not feasible, since the whole population was exposed to the campaign and data were collected by means of a face-to-face questionnaire survey conducted before, during, and after campaign implementation. Process and outcome evaluations were conducted to assess the impact of the campaign on driving behavior. Results indicated that the audience was reached at a mean rate of 13%, and the distribution of campaign leaflets was the most effective media channel (70%). In addition, a statistically significant increase in the proportion of respondents who were aware of the causes and effects of fatigue while driving was observed. Similar results were indicated in testing behavioral beliefs, risk comprehension, behavioral intentions, and past behavior. The main message of the campaign reached both the primary and the secondary target groups, and its success can be seen by the increase in the percentage of professional drivers and all other drivers who self-reported that they stop and rest for 15 min in the “during” and “after” phases, as compared with the “before” phase.
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BOZKANAT, Esra. "TYPES OF CAMPAIGNS IN EVIDENCE-BASED HEALTH COMMUNICATION." TURKISH ONLINE JOURNAL OF DESIGN ART AND COMMUNICATION 11, no. 1 (January 1, 2021): 103–14. http://dx.doi.org/10.7456/11001100/006.
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Health communication is a field of study that has been included in the communication world since the 1970s. Health communication has a field of application carried out by individuals and media-mediated communication in health service delivery and health promotion. Health communication is an applied field of study because it examines both the pragmatic effects of human communication on the provision of healthcare and public health promotion and studies in this area are often used to improve the quality of healthcare delivery. Health communication campaigns are prepared to reveal desired health behaviors in society and to prevent risky health behaviors. However, whether these campaigns achieve their goals is an issue that is rarely discussed. Health communication and its applications at the mass communication level are realized through health communication campaigns. The success of a health communication campaign is measured by comparing the current situation before and after the campaign. This brings us to the concept of evidence-based health communication. This study describes the design stages of evidence-based health communication, which is an effective phenomenon in measuring campaign success. The similarities and differences among non- experimental, quasi-experimental and experimental designs were revealed in the study. The aim of the study is to explain the campaign design stages of evidence-based health communication and provide a guide to the pre-campaign preparation process for practitioners. Thus, practitioners will be able to choose the most suitable design for their target audience and avoid application mistakes.
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BOZKANAT, Esra. "TYPES OF CAMPAIGNS IN EVIDENCE-BASED HEALTH COMMUNICATION." TURKISH ONLINE JOURNAL OF DESIGN ART AND COMMUNICATION 11, no. 1 (January 1, 2021): 103–14. http://dx.doi.org/10.7456/11101100/006.
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Health communication is a field of study that has been included in the communication world since the 1970s. Health communication has a field of application carried out by individuals and media-mediated communication in health service delivery and health promotion. Health communication is an applied field of study because it examines both the pragmatic effects of human communication on the provision of healthcare and public health promotion and studies in this area are often used to improve the quality of healthcare delivery. Health communication campaigns are prepared to reveal desired health behaviors in society and to prevent risky health behaviors. However, whether these campaigns achieve their goals is an issue that is rarely discussed. Health communication and its applications at the mass communication level are realized through health communication campaigns. The success of a health communication campaign is measured by comparing the current situation before and after the campaign. This brings us to the concept of evidence-based health communication. This study describes the design stages of evidence-based health communication, which is an effective phenomenon in measuring campaign success. The similarities and differences among non- experimental, quasi-experimental and experimental designs were revealed in the study. The aim of the study is to explain the campaign design stages of evidence-based health communication and provide a guide to the pre-campaign preparation process for practitioners. Thus, practitioners will be able to choose the most suitable design for their target audience and avoid application mistakes.
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BOZKANAT, Esra. "TYPES OF CAMPAIGNS IN EVIDENCE-BASED HEALTH COMMUNICATION." TURKISH ONLINE JOURNAL OF DESIGN ART AND COMMUNICATION 11, no. 1 (January 1, 2021): 103–14. http://dx.doi.org/10.7456/11101100/006.
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Health communication is a field of study that has been included in the communication world since the 1970s. Health communication has a field of application carried out by individuals and media-mediated communication in health service delivery and health promotion. Health communication is an applied field of study because it examines both the pragmatic effects of human communication on the provision of healthcare and public health promotion and studies in this area are often used to improve the quality of healthcare delivery. Health communication campaigns are prepared to reveal desired health behaviors in society and to prevent risky health behaviors. However, whether these campaigns achieve their goals is an issue that is rarely discussed. Health communication and its applications at the mass communication level are realized through health communication campaigns. The success of a health communication campaign is measured by comparing the current situation before and after the campaign. This brings us to the concept of evidence-based health communication. This study describes the design stages of evidence-based health communication, which is an effective phenomenon in measuring campaign success. The similarities and differences among non- experimental, quasi-experimental and experimental designs were revealed in the study. The aim of the study is to explain the campaign design stages of evidence-based health communication and provide a guide to the pre-campaign preparation process for practitioners. Thus, practitioners will be able to choose the most suitable design for their target audience and avoid application mistakes.
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Small, Tamara A. "Canadian Cyberparties: Reflections on Internet-Based Campaigning and Party Systems." Canadian Journal of Political Science 40, no. 3 (September 2007): 639–57. http://dx.doi.org/10.1017/s0008423907070734.
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Abstract.Canadian political parties have been using the Internet as a campaign tool since the 1997 election.Rebuilding Canadian Party Politicsby Carty, Cross and Young (2000) presents one of the first analyses of Internet-based communications during a Canadian election. It is also one of the most important assessments of Canadian party systems. The book outlines the components that characterize the fourth party system, which they argue, began after the 1993 election. Regionalization is the defining characteristic of this emerging system. The book argues that the Internet, like other communication technologies, is important in this latest party system. Consistent with the notion of regionalized campaign communications, the authors suggest that Canadian political parties use the Internet to target campaign messages to different regional and sociodemographic groups and enter into private conversations with voters. Using original data collected from the 2004 federal election, this paper reflects on these claims. The paper builds the case that the use of the Internet as a campaign tool is not consistent with their argument. Internet-based campaign communications in Canada by the major parties is neither regionalized nor targeted. Rather, this technology makes campaign communication more transparent and centralized.Résumé.Au Canada, les partis politiques utilisent Internet comme outil de campagne depuis l'élection de 1997.Rebuilding Canadian Party Politics, par Carty, Cross et Young (2000), présente l'une des premières analyses des communications sur Internet pendant une campagne électorale. Il constitue aussi l'une des plus importantes évaluations des systèmes des partis politiques canadiens. Le livre dégage également les éléments qui caractérisent le système à quatre partis qui est né, selon eux, après l'élection de 1993. La régionalisation est la caractéristique déterminante de ce nouveau système. Le livre soutient qu'Internet, comme les autres technologies de communication, est important pour ce nouveau système à quatre partis. Conformément à la notion de communications de campagne régionalisées, les auteurs suggèrent que les partis politiques canadiens utilisent Internet pour cibler les messages de campagne selon les différents groupes régionaux et sociodémographiques et engager des conversations privées avec les électeurs. Le présent article examine ces affirmations à partir des données recueillies lors de l'élection fédérale de 2004. Il établit que l'utilisation d'Internet comme outil de campagne ne cadre pas avec leur argument. Les campagnes de communication sur Internet menées par les principaux partis au Canada ne sont ni régionalisées ni ciblées. Cette technologie rend plutôt les communications des campagnes électorales plus transparentes et plus centralisées.
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Vyas, Amita N., Nitasha Nagaraj, Jordan Genovese, Gayatri Malhotra, Nidhi Dubey, Richa Hingorani, and Lauren Manning. "The Girl Rising ‘We Dream, We Rise’ Social Media Campaign in India: Reach, Engagement and Impact." Journal of Creative Communications 15, no. 1 (March 2020): 106–24. http://dx.doi.org/10.1177/0973258619878354.
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Girl Rising, a global campaign, uses the power of storytelling to build a movement for adolescent girls by inspiring people to change the way girls are valued, and sparking social action. We Dream, We Rise, is a social media campaign that was launched to call attention to age-old gender stereotypes that have gone unquestioned for generations and to inspire adults across the country to ‘dream as big for their girls as they do for their boys’. A descriptive evaluation of the campaign was conducted to measure its reach, saliency, and lessons learned. The campaign evaluation focused primarily on reach, engagement, perceptions of the campaign messaging, and intention to take social action. The campaign reached 25 million people, received more than 600,000 views, and engaged with more than 200,000 people, which yielded a more than 2% engagement rate compared to the industry average of 1%. While extracting meaningful information from social media campaigns can pose to be challenging, there is a need to move beyond just measures of reach. Measurement on quality, saliency, and outcomes are critical to ensuring that future campaigns are successful and yield the desired rigor, quality, and investments needed to facilitate change.
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Wicks, Robert H., and Boubacar Souley. "Going Negative: Candidate Usage of Internet Web Sites during the 2000 Presidential Campaign." Journalism & Mass Communication Quarterly 80, no. 1 (March 2003): 128–44. http://dx.doi.org/10.1177/107769900308000109.
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This study examines the news releases that were posted on the official campaign Web sites of George W. Bush and Al Gore during the 2000 presidential campaign. Analysis of each of the 487 news releases posted during the campaign season reveals that nearly three-quarters of these contained an attack on the opponent. This parallels data on the incidence of attacks appearing in televised political advertising during the 2000 campaign. The study provides support for the Political Competition Model, which posits that close races produce significant negativity. Furthermore, the study offers insights on how presidential political campaigns may use campaign Web sites in the future.
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Jensen, Michael J. "Social Media and Political Campaigning." International Journal of Press/Politics 22, no. 1 (October 22, 2016): 23–42. http://dx.doi.org/10.1177/1940161216673196.
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This paper develops a way for analyzing the structure of campaign communications within Twitter. The structure of communication affordances creates opportunities for a horizontal organization power within Twitter interactions. However, one cannot infer the structure of interactions as they materialize from the formal properties of the technical environment in which the communications occur. Consequently, the paper identifies three categories of empowering communication operations that can occur on Twitter: Campaigns can respond to others, campaigns can retweet others, and campaigns can call for others to become involved in the campaign on their own terms. The paper operationalizes these categories in the context of the 2015 U.K. general election. To determine whether Twitter is used to empower laypersons, the profiles of each account retweeted and replied to were retrieved and analyzed using natural language processing to identify whether an account is from a political figure, member of the media, or some other public figure. In addition, tweets and retweets are compared with respect to the manner key election issues are discussed. The findings indicate that empowering uses of Twitter are fairly marginal, and retweets use almost identical policy language as the original campaign tweets.
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DRUCKMAN, JAMES N., MARTIN J. KIFER, and MICHAEL PARKIN. "Campaign Communications in U.S. Congressional Elections." American Political Science Review 103, no. 3 (August 2009): 343–66. http://dx.doi.org/10.1017/s0003055409990037.
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Electoral campaigns are the foundation of democratic governance; yet scholarship on the content of campaign communications remains underdeveloped. In this paper, we advance research on U.S. congressional campaigns by integrating and extending extant theories of campaign communication. We test the resulting predictions with a novel dataset based on candidate Web sites over three election cycles. Unlike television advertisements or newspaper coverage, Web sites provide an unmediated, holistic, and representative portrait of campaigns. We find that incumbents and challengers differ across a broad range of behavior that reflects varying attitudes toward risk, that incumbents’ strategies depend on the competitiveness of the race, and that candidates link negative campaigning to other aspects of their rhetorical strategies. Our efforts provide researchers with a basis for moving toward a more complete understanding of congressional campaigns.
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Arya Putra, I. Putu Dudyk, Ramanda Dimas Surya Dinata, and Agung Wijaya. "PORTRAIT PHOTO STUDY AS COMMUNICATION MEDIA IN A POLITICAL CAMPAIGN." Jurnal Nawala Visual 1, no. 1 (May 31, 2019): 52–63. http://dx.doi.org/10.35886/nawalavisual.v1i1.10.
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Campaign in principle is a process of individual or group communication activities institutionalized and aims to create a certain impact. Political contestation at this time currently uses various media as mass communication. One of the most widely used media communications in political campaigns is portrait photos. In a portrait photo that is seen is the protrusion of a figure in a picture frame. Portrait photos are widely used in today's political campaign media and appear to be a mandatory element in campaign media. Its almost certain when there are political activities such as general elections, presidential elections and others, campaign media that display portraits of political figures can be found in strategic public places. Usually photos that are selected or set to be communicative and the appearance of the expressions from political figures sparks smiles and laughter to gain sympathy from their constituents. The form of portrait photos in campaign media appears in various mediums such as banners, billboards, pins, stickers, posters, t-shirts, and others. The communication that is built in the portrait photo media is non verbal communication that requires viewers to see visuals or images. This become interesting to study because portrait photos are not enough to only be read as visual that display personal figures but can be seen from a social angle because their presence functions as signs and illustrative elements.
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Lawson-Borders, Gracie, and Rita Kirk. "Blogs in Campaign Communication." American Behavioral Scientist 49, no. 4 (December 2005): 548–59. http://dx.doi.org/10.1177/0002764205279425.
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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 (December 1, 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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Klotz, Robert John. "Deleveraging Creative Capital." International Journal of E-Politics 10, no. 1 (January 2019): 1–11. http://dx.doi.org/10.4018/ijep.2019010101.
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The purpose of this research is to improve understanding of how democratized video technology is changing the market for video communication during political campaigns. The same content analysis methodology was applied to United States senate campaign YouTube videos during both the 2006 election when YouTube first made its mark on politics and the 2016 election a decade later. The evidence does not support the theory that democratized video technology will produce new winners communicating in new ways about political campaigns. The 2016 election was marked by a slight increase in the proportion of repurposed television ads compared to the 2006 election. Over the course of its first decade, the market for political campaign communication on YouTube has increasingly struggled to attract investors of creative capital.
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Almlund, Pernille, Nina Blom Andersen, Bente Halkier, and Kim Christian Schrøder. "Public communication campaigns as mundane category." MedieKultur: Journal of media and communication research 36, no. 68 (October 1, 2020): 066–87. http://dx.doi.org/10.7146/mediekultur.v36i68.118071.
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This article examines the public connection and understanding of public communication campaigns. Public communication campaigns are widespread, but the audience dimension of the campaign category itself is still a blind spot in research. Drawing on focus group interviews and a survey among Danish citizens, the article shows that public campaigns are recognized as a mundane communicative category. Moreover, drawing on theories of public connection and governmentality, we show how citizens receive and resist, accept and negotiate public campaigns.
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Sheafer, Tamir. "Detecting Campaign Effects in Imbalanced Campaigns." Harvard International Journal of Press/Politics 10, no. 2 (April 2005): 85–93. http://dx.doi.org/10.1177/1081180x05276016.
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Enli, Gunn. "Twitter as arena for the authentic outsider: exploring the social media campaigns of Trump and Clinton in the 2016 US presidential election." European Journal of Communication 32, no. 1 (February 2017): 50–61. http://dx.doi.org/10.1177/0267323116682802.
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In the 2016 US presidential election campaign, social media platforms were increasingly used as direct sources of news, bypassing the editorial media. With the candidates’ millions of followers, Twitter has become a platform for mass communication and the candidate’s main online information channel. Likewise, social media has provided a platform for debating and critiquing the mainstream media by the campaigns and their networks. This article discusses the Twitter strategies of the democratic candidate Hillary Clinton and republican candidate Donald Trump during their US 2016 presidential election campaigns. While the Clinton campaign’s strategy confirms theories regarding the professionalisation of election campaigns, the Trump campaign’s more amateurish yet authentic style in social media points towards de-professionalisation and even amateurism as a counter-trend in political communication.
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Bruns, Axel. "Tweeting to save the furniture: the 2013 Australian election campaign on Twitter." Media International Australia 162, no. 1 (September 26, 2016): 49–64. http://dx.doi.org/10.1177/1329878x16669001.
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Past years have seen continuing experimentation in the use of social media for political campaigning. By the time of the 2013 Australian federal election, social media of various forms had become comparatively mainstream in Australia and were widely used by members and candidates: more than 350 candidates operated Twitter accounts during the campaign, for instance. This article explores the key patterns both in how politicians and their parties campaigned on Twitter during the 2013 federal election campaign and in how the public responded to and engaged with these campaigns. It documents significant, systematic differences between the major party blocs and interprets these as reflecting the Coalition’s ‘small target’ strategy and Labor’s last-ditch attempts to ‘save the furniture’, respectively.
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Permatasari, Yunita, and Sophia Bernadette. "Analisis Pesan Persuasif Yang Dibangun Oleh Kementerian Kesehatan Melalui Video Cegah, Lawan, Obati Diabetes Di Youtube." SOSIO DIALEKTIKA 5, no. 2 (December 7, 2020): 40. http://dx.doi.org/10.31942/sd.v5i2.3874.
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Abstract
Health messages are important in the field of public health to encourage behavior change. In 2017, through a “Prevent, Treat, Fight Diabetes” Campaign initiated by the Ministry of Health of the Republic of Indonesia, the Government uploaded a digital video public service advertisement through a you tube account with the username of the Ministry of Health's P2PTM Directorate. This research was conducted to understand how the Persuasion Technique used by the Ministry of Health in building messages contained in the communication campaign carried out through the video. The main question in this connection is how the persuasion technique used in the health campaign "Prevent, Treat, Fight Diabetes" conducted by the Ministry of Health in persuading message recipients? To find out how the Persuasion Technique of a health campaign persuasion message carried out by the Ministry of Health in the “Prevent, Treat, Fight Diabetes” campaign by the Ministry of Health in persuading message recipients, this study uses the theory of Campaign Communication, Social Campaigns, and Persuasion Techniques with a fear approach. to analyze the elements in a persuasive message from the Ministry of Health.
Keywords: Persuasive Communication, Persuasion Techniques, Health Campaigns, Ministry of Health
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Stromer-Galley, Jennifer, Patrícia Rossini, Jeff Hemsley, Sarah E. Bolden, and Brian McKernan. "Political Messaging Over Time: A Comparison of US Presidential Candidate Facebook Posts and Tweets in 2016 and 2020." Social Media + Society 7, no. 4 (October 2021): 205630512110634. http://dx.doi.org/10.1177/20563051211063465.
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Political campaigns have a temporal nature, which means that the strategic environment shapes the nature of candidate communication, especially the stages of campaigning—from surfacing to the general election. As social media platforms have matured and political campaigns have normalized their use of those platforms in this decade, this study examines the 2016 and 2020 US presidential campaign communication on Facebook and Twitter using data from the Illuminating project at Syracuse University. Our objective is to explore how the stages of the campaign cycle shape political communication. We also explore social media platforms as additional factors. Moreover, given the distinct and anti-normative communication style of Donald Trump, we examine whether his communication is an outlier relative to his competition in the primaries and the general election, and while a challenger in 2016 and an incumbent in 2020. Our results suggest that campaign messaging changes over the stages of the campaign, with candidates more likely to advocate for themselves during the crowded primaries, and then engage in high volumes of calls to action in the general election. The 2016 posts were substantially more attack-focused than in 2020. There is some evidence to suggest that the global pandemic affected the ways in which campaigns used their social media accounts. Of note, campaigns seem to heavily rely on Facebook for all types of strategic communication, even as the academic community primarily analyzes Twitter. Finally, Trump’s sum-total of his discourse is less negative than Clinton’s in 2016 and more advocacy-focused, overall.
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Smith, Melissa. "Campaign Finance Reform Leads to Fragmented Campaigns, Not Party Strength." Review of Communication 9, no. 3 (July 2009): 239–42. http://dx.doi.org/10.1080/15358590902839584.
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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 (November 2, 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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Steffan, Dennis, and Niklas Venema. "New medium, old strategies? Comparing online and traditional campaign posters for German Bundestag elections, 2013–2017." European Journal of Communication 35, no. 4 (February 17, 2020): 370–88. http://dx.doi.org/10.1177/0267323120903681.
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Election campaigns in hybrid media systems are characterised by the integration of newer and older media. With the rise of social media platforms, newer tools of political communication emerge, such as online campaign posters, complementing older tools, such as traditional campaign posters. This raises the question whether the newer medium online campaign posters replicates strategies of professionalised political communication (i.e. personalisation, de-ideologisation and negative campaigning), and whether major and minor parties differ in their use of these strategies in online campaign posters. Against this background, we conducted a quantitative content analysis of visual and textual elements of online campaign posters and traditional campaign posters ( N = 1,069) for the 2013 and 2017 German Bundestag elections. The results indicate that online campaign posters are significantly more negative than traditional campaign posters. Moreover, the use of online campaign posters tends to moderate the inter-party competition in the social media environment.
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Elmelund-Præstekær, Christian, and Helle Mølgaard-Svensson. "Negative and Personalized Campaign Rhetoric: Party Communication and Media Coverage of Danish Parliamentary Elections 1994–2011." World Political Science 10, no. 2 (October 1, 2014): 365–84. http://dx.doi.org/10.1515/wpsr-2014-0018.
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AbstractThe Danish 2011 national election campaign was allegedly characterized by the toughest political rhetoric ever in contemporary Danish politics. The political parties and the candidates apparently decided to “go negative” to a greater extent than usually. But was the 2011 campaign rhetoric actually the most negative in modern history? We seek the answer by means of quantitative content analysis of parties’ newspaper ads, party leaders’ letters to the editor and statements in party leader debates. We first compare the 2011 campaign with the five preceding campaigns and conclude that it was indeed the least negative of them all. We then compare the parties’ communication and the media coverage of the campaign to discover that the media strongly – and increasingly – emphasize the parties’ negative campaign messages relative to the positive messages. In sum: Danish parties were not especially prone to engage in negative campaigning in the 2011 election, but the media made the parties look more negative than in earlier campaigns.
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Borawska, Anna, Mariusz Borawski, and Małgorzata Łatuszyńska. "Effectiveness of Electricity-Saving Communication Campaigns: Neurophysiological Approach." Energies 15, no. 4 (February 9, 2022): 1263. http://dx.doi.org/10.3390/en15041263.
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Public communication campaigns are among the tools for promoting electricity saving. A crucial task in the process of creating a campaign is to design a simple message to effectively reach the average consumer. It is a beneficial practice to create alternative messages and pretest them to find the most effective. The research methodology during pretesting includes both quantitative and qualitative methods. However, it is believed that the outcomes obtained with the use of conventional techniques are not fully reliable. Therefore, the following question arises: What additional research methods should be applied at the stage of testing the message of a communication campaign so that its effectiveness can be assessed more reliably and/or improved even before its broadcast? In this study, we aim to present the possibility of applying cognitive neuroscience methods in conjunction with a questionnaire to experimentally check the effectiveness of the message using the example of selected electricity-saving communication campaigns. The key results of this study indicate that merging conscious and subconscious reactions to media messages allows us to gain new knowledge that can be used in the future to improve the communication campaign effectiveness. Our investigation showed the benefits that can be obtained by synergizing traditional research methods with neuroscientific approaches.
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J. Hadji, Mutambuli. "Evaluating government's communication strategy of the 16 Days of Activism campaign for No Violence Against Women and Children in South Africa." African Journal of Gender, Society and Development (formerly Journal of Gender, Information and Development in Africa) 9, no. 4 (December 1, 2020): 219–41. http://dx.doi.org/10.31920/2634-3622/2020/v9n4a10.
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This article aims to evaluate government's communication strategy and citizens' awareness of the 16 Days of Activism for No Violence against Women and Children campaign in Soshanguve, South Africa. The study applied the diffusion of innovation theory because of its ability to assess how communities receive communication about the campaign from various media. Survey method was used to collect data, which was analysed using descriptive statistics. It was found out that mass media and other communication channels were main sources of campaign messages, which help the community to know how to address gender-based violence issues. Notably, this study found that females were more likely to know about the campaign than males. This article recommends that this campaign should be visible throughout the year and there should be more campaigns targeting men, and school curriculum, which educate pupils about the social and economic consequences of GBV.
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PFAU, MICHAEL, and MICHAEL BURGOON. "Inoculation in Political Campaign Communication." Human Communication Research 15, no. 1 (September 1988): 91–111. http://dx.doi.org/10.1111/j.1468-2958.1988.tb00172.x.
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Davidson, Scott. "Campaign Communication and Political Marketing." European Journal of Communication 28, no. 1 (February 2013): 80–82. http://dx.doi.org/10.1177/0267323112468747a.
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Kiwanuka-Tondo, James, Mark Hamilton, and Jessica Katz Jameson. "AIDS Communication Campaigns in Uganda: Organizational Factors and Campaign Planning as Predictors of Successful Campaign Execution." International Journal of Strategic Communication 3, no. 3 (June 30, 2009): 165–82. http://dx.doi.org/10.1080/15531180902984190.
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Kammer, Adrian, Sebastian Niessen, Lukas Schmid, and Norina Schwendener. "Finding One’s Way on the Roads to Social Change." Social Marketing Quarterly 22, no. 2 (March 23, 2016): 89–106. http://dx.doi.org/10.1177/1524500416641385.
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Many theories and models attempt to explain the mechanisms underlying human behavior. In order to maintain an overview of the many aspects involved in communication campaigns, social marketing, and behavior change, the Swiss Federal Office for Public Health has created a metamodel of the impact of its campaigns. This metamodel does not claim to contribute any new findings to behavioral research. Its purpose is primarily to summarize the current state of research in the field in a comprehensive and comprehensible way, with reference to a range of relevant communications, social marketing, and behavior change theories. Dimensions addressed include strategy, processes, and impact, with the final dimension demonstrating the possible ranges of impact from individual to societal and from information to behavior. Social marketers and campaign planners may find this model useful as a planning and evaluation tool for campaigns, programs, or interventions that seek to increase awareness or change behavior. Its focus lies on communication campaigns, while also indicating the limits of campaign efficacy. It makes it clear that campaigns are most effective at the early stages of the behavioral change process, such as capturing attention, while other interventions are more effective at later stages.
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Lubis, Ahmad Syafi'i. "Kritik Komunikasi Kampanye Publik pada Kampanye Stunting Dinas Kesehatan Kulon Progo Tahun 2018." Jurnal Media dan Komunikasi Indonesia 3, no. 1 (March 29, 2022): 36. http://dx.doi.org/10.22146/jmki.69141.
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Nowadays the issue of children, food and nutrition because cases of malnutrition are still high. Indonesia is still a country with children with "malnutrition status" which is below the standard of World Health Organization it is below 10%. The problem of malnutrition affects the development of children or is known as stunting. There are 10 villages in Kulon Progo which have become the stunting special location. Kulon Progo is the first area in DIY to conduct a stunting campaign against the public. This study aims to analyze and criticize more deeply the strategies and tactics in public communication carried out by Dinas Kesehatan Kulon Progo to communicate stunting campaigns, using a qualitative descriptive approach. This study uses the concept of Atkin & Rice, Ostegard, Lee, and Rogers & Storey about Public Campaign Communications and also Public Campaign concept from Lee & Ostegard. Data collection methods and techniques used are secondary data of literature reviews, thesis, journal articles, and other sources related to the object and research of the researcher. The analytical technique used interactive analysis from Miles & Huberman. Overall, the stunting campaign program still has problems in the planning stage, especially the evaluation of the campaign program which only focuses on the final impact, without evaluating the concept of campaign communication strategies and tactics to be able to identify deficiencies as a reference in developing further strategies and tactics.
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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 (July 4, 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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Rozalena, Agustin. "Creative Content on the Digital Campaign Tokopedia “Seller Story”." Jurnal Komunikasi: Malaysian Journal of Communication 36, no. 4 (December 11, 2020): 157–71. http://dx.doi.org/10.17576/jkmjc-2020-3604-10.
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Tokopedia is an e-commerce with the largest number of monthly web visitors in the third quarter of 2019. This study is to analyze the creative content of the digital campaign Tokopedia Seller Story series. This study aim to (1) describe the characteristics of digital campaigns through the video series seller story; (2) analyze discourse framed through digital campaigns. The methodology is descriptive qualitative with the paradigm of framing analysis by Robert N. Entman Model. Researchers use depth interviewing techniques, Focus Group Discussion (FGD), observation, and document to obtain data from predetermined informants. The subjects of this study were three video seller stories of Tokopedia seller story. Researchers used document analysis with data analysis techniques used in the framing analysis. Framing analysis research is interesting to study when the information translates into audiovisual or video. The results found, (1) The content creation of the digital campaign is the persuasion of the company to customers through the "All Begins from Tokopedia" and "MulaiAjaDulu" hashtag. (2) Seller story impressions related to Tokopedia's economic interests as a platform. Based on analysis and interpretation of framing, researchers found a discourse built to strengthen customer perception and awareness in choosing Tokopedia as an empathetic and inspirational platform and stated Tokopedia had helped new entrepreneurs succeed. Keywords: Framing analyzes, creative content, digital campaign, seller story, Entman’s model.
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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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Benoit, William L., Kevin A. Stein, and Glenn J. Hansen. "New York Times Coverage of Presidential Campaigns." Journalism & Mass Communication Quarterly 82, no. 2 (June 2005): 356–76. http://dx.doi.org/10.1177/107769900508200208.
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This study investigates New York Times coverage of the Democratic and Republican general presidential campaigns from 1952–2000. Content analysis reveals that the most common topic of campaign coverage was horse race. Discussion of the candidates' character was more common than discussion of their policy positions (even though candidates discuss policy more than character in campaign messages). The statements in these stories were more often negative than positive (despite the fact that candidates' messages are more positive than negative). Reporters are the most common sources for the statements in these articles, followed by candidates, supporters, and others.
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Kavanagh, Dennis. "New Campaign Communications." Harvard International Journal of Press/Politics 1, no. 3 (June 1996): 60–76. http://dx.doi.org/10.1177/1081180x96001003006.
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Selnes, Florence Namasinga, and Kristin Skare Orgeret. "Activism as political action in Uganda: The role of social media." Journal of African Media Studies 12, no. 3 (September 1, 2020): 283–300. http://dx.doi.org/10.1386/jams_00025_1.
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The article discusses political activism in Uganda and the role of social media. It focuses on two specific cases, the 2011 ‘Walk-to-Work’ and the 2017 ‘Pads4Girls’ campaigns in order to contribute to better understanding of the ever-evolving dynamic between political activism and the media in such campaigns. A disputed presidential election in 2011 in Uganda prompted opposition politicians to call nationwide protests. The architects of the protests hoped this would eventually lead to the downfall of Museveni’s newly elected government. The ‘Pads4Girls’ campaign on the other hand, was spearheaded by a female academic activist and provoked unprecedented response from politicians across the political divide, activists and unaffiliated individuals who added weight to the campaign. The article’s discussions feed into a broader conversation on the interaction of media and politics in semi-democratic contexts such as Uganda, where attempts to curtail media freedom and freedom of expression are frequent.
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Macnamara, Jim, and Gail Kenning. "E-Electioneering 2007–13: Trends in Online Political Campaigns over Three Elections." Media International Australia 152, no. 1 (August 2014): 57–74. http://dx.doi.org/10.1177/1329878x1415200107.
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Following the 2004 US presidential election campaign, which was described as ‘a critical turning point’ in use of social media, and particularly the 2008 Obama campaign, there has been increasing focus on use of social media for political campaigning and what is termed e-electioneering and e-democracy. However, studies of election campaigns between 2010 and 2012 in a number of countries have identified what Steve Woolgar (2002) calls cyberbole in relation to social media for political engagement. With substantive patterns of change in political communication yet to be identified, a quantitative and qualitative study of social media use in the 2013 Australian federal election campaign was conducted using the same methodology as studies of the 2007 and 2010 campaigns to gain comparative longitudinal data. This identified trends in the volume of e-electioneering and the ways in which social media are being used for political communication and democratic engagement.
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Nyarko, Jacob, Michael Yao Wodui Serwornoo, and Benedine Azanu. "Communication lapses to combating COVID-19 pandemic: Evaluating Ghana’s COVID-19 campaign." Journal of African Media Studies 13, no. 2 (June 1, 2021): 159–75. http://dx.doi.org/10.1386/jams_00041_1.
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COVID-19 is described as ‘novel’ largely because the virus has rarely been studied. Without any vaccine, the key to containing the virus was the timely delivery of educative public health information to people. With a population of 29 million composed of small urban segments, Ghana has enormous rural enclaves where most of her citizens live. This study seeks to explore the nature of Ghana’s COVID-19 campaign, focusing on the communication strategies and the extent to which indigenous communication tools (ICTs) have been employed. Relying on document analysis, Ghana’s COVID-19 campaign rarely deployed ICTs but rather paid lip service to the country’s indigenous resources in public addresses to the nation. It also found that the fight against the virus metamorphosed into political campaigns making WHO’s vital information subservient to images of political figures and political iconography in general. We argue that the nature of the campaign created generalized awareness of the pandemic, but did less to educate the masses on the WHO preventive protocols.
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Mahmoud fadol mukhtar, Dr Amal. "The role of communication marketing media campaign programs for Sudanese childs issues." علوم الاتصال 6, no. 8 (September 30, 2021): 255–90. http://dx.doi.org/10.52981/cs.v2i8.1605.
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This research tackles the role of communication in social marketing of child issues in the Sudan, a case study on the ministry of Social Development in Khartoum state.
The purpose of this research is to recognize the communication role done by General Administration of Information and Social Awareness of the ministry of Social Development in marketing the programs of social campaigns of the Sudanese child represented in social patronage, sponsorship and supporting and protection, include the specific social, economic and political aspects, as health, education, providing security and settlement.
The research tried to answer a number of questions, one of them is a basic question.
What is the number and size of information campaigns implemented at the period from August 2019 to August 2020?
The researcher used the descriptive methodology besides the methodology of status study. And the researcher depends on questionnaire, the (systemized) interview form, (not systemized) interview form, and the simple observation .
Findings:
The research concluded to a number of findings, the most important of them are:
1.There is a malfunction in the efficiency of communication with the General Administration of Information and Social Awareness of the ministry. The cause of this is lack of enough trained information cadre, and lack of enough money be specified to the campaign.
2.The subjects and Programs come within the campaign do not cover all sectors of children but concentrate on the children of hard circumstances.
3.The number of information campaigns implemented at the period from 2019 to 2020 are two: a campaign on orphanages (Halima Al-Saadaya) and a campaign to patronize the children of streets (who lost the family caring).
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Nasution, Hasyimsyah, Syukur Kholil, and Muhammad Idris. "The Political Communication Strategy of the Presidential Campaign Team Jokowi-Ma'ruf Amin to Win the Support of the Ummah Islam in the 2019 Election in North Sumatra." Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences 3, no. 4 (October 27, 2020): 2926–37. http://dx.doi.org/10.33258/birci.v3i4.1313.
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This study aims to analyze the communication patterns of President Jokowi-Ma'ruf's campaign team in the 2019 elections in North Sumatra, the communication management of the campaign team, the response of the voters, and the results achieved by the campaign team. The data sources consisted of primary data, namely from the North Sumatra regional campaign team and secondary data from various books, documents, journals, articles, websites and others related to this research. The main informants were the campaign team which was determined purposively in accordance with the research objectives. Besides that, the community also distributed questionnaires to the voters for the Jokowi-Ma'ruf Amin presidential candidate in several cities and districts, namely Medan, Tebing Tinggi, Simalungun, and Tapanuli Tengah as a form of representation from the regions in North Sumatra because of the diversity of ethnicities, cultures, and religion. The results of the study indicate that the communication pattern of President Jokowi-Ma'ruf Amin's regional campaign team in North Sumatra is carried out in broad lines through two forms, namely direct communication with the community and indirect communication or by using mass media. The delivery of infrastructure development work programs to the campaign masses received a response from the voting public. Campaigns through the approach and involvement of religious leaders can also attract sympathy from the voters. The voters for the Jokowi-Ma'ruf presidential candidate in North Sumatra generally answer because of the figure of the presidential candidate. Meanwhile, the position of Kiyai Haji Ma'ruf Amin as a vice presidential candidate is a factor that can influence or increase the electability of Muslims in determining the victory of a presidential candidate.
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Kowitt, Sarah, Allison Lazard, Tara Queen, Seth Noar, and Adam Goldstein. "Adolescents’ Aided Recall of Targeted and Non-Targeted Tobacco Communication Campaigns in the United States." International Journal of Environmental Research and Public Health 15, no. 11 (October 25, 2018): 2363. http://dx.doi.org/10.3390/ijerph15112363.
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We examined whether advertisements from two national tobacco control campaigns targeting adolescents (i.e., The Real Cost, Fresh Empire) and one campaign targeting adults (i.e., Tips from Former Smokers) were reaching adolescents. Data came from a national sample of adolescents aged 13 to 17 years (n = 975) surveyed by phone from August 2016 to May 2017. We assessed recall and attitudes toward five specific advertisements and three campaign slogans and examined differences by sub-groups. Almost all (95%) adolescents recalled seeing at least one campaign advertisement. Aided recall of The Real Cost and Tips from Former Smokers slogans was high (65.5% and 71.6%, respectively), while aided recall of Fresh Empire slogan was lower (15.3%) (χ2 p-value: p < 0.001); however, Black adolescents had higher odds of recalling the Fresh Empire ad (aOR: 2.28, 95% CI: 1.39, 3.73) and slogan (aOR: 2.64, 95% CI: 1.06, 6.54) compared to White adolescents. Increased exposure to the advertisements (i.e., recalling more advertisements) was significantly associated with higher odds of reporting negative feelings toward tobacco products in 4/5 models (aORs from 1.34 to 1.61). Large-scale national campaigns can have wide reach among both targeted and non-targeted audiences with added benefits for cumulative cross-campaign exposure to advertisements.
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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 (May 8, 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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Madrazo-Lemarroy, Pilar, Karla Barajas-Portas, and Maria Elena Labastida Tovar. "Analyzing campaign’s outcome in reward-based crowdfunding." Internet Research 29, no. 5 (October 7, 2019): 1171–89. http://dx.doi.org/10.1108/intr-03-2018-0115.
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Purpose The purpose of this paper is to probe how reward-based crowdfunding campaigns accomplish their goal by adopting the theoretical constructs of social capital dimensions: structural, cognitive and relational. Design/methodology/approach The approach used is a design model for concluded campaigns in a Mexican crowdfunding platform, which determines social capital from operating social networks (Facebook and Twitter). By using this model, the associations between the dimensions are revealed, verifying how social capital flourishes during the campaign and how it alters the campaign’s outcome. Findings The findings demonstrate how social interaction through a wide social network (structural dimension), shared vision and values among entrepreneurs and their potential funders (cognitive dimension), and the development of trustworthiness within the campaign (relational dimension) boost the probability of achieving the crowdfunding goal. Research limitations/implications The results inform researchers on how social capital is forged from social networks during a crowdfunding campaign. However, the method must be validated with other crowdfunding models and other social network platforms commonly used by campaign creators. Practical implications Contributions from this paper include tools (design model and evaluation method) associating theory with the crowdfunding mechanism, complementing previous work. Crowdfunding providers, as well as campaign creators, have now an approach to appraise social capital and obtain the desired goal. Originality/value In addition to providing much-needed research on the current state of crowdfunding, this paper analyzes the link between practice and theory, which can be valuable in confining the mechanism to an accurate theory and ensuring the theory’s longevity.
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Burnett, Ken. "Campaign it!: Achieving success through communication." Journal of Direct, Data and Digital Marketing Practice 14, no. 1 (July 2012): 83–84. http://dx.doi.org/10.1057/dddmp.2012.22.
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Perloff, Richard M. "Effects of an AIDS Communication Campaign." Journalism Quarterly 68, no. 4 (December 1991): 638–43. http://dx.doi.org/10.1177/107769909106800404.
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With intravenous drug users as a target audience, distribution of brochures and pamphlets, along with use of some billboards, in Cleveland, Ohio, resulted in an increase in general public awareness of AIDS as a social problem, but did not result in much increase in knowledge of how to prevent AIDS, with the exception that citizens in Cleveland, versus another control city in Ohio, did know that needles can be sterilized with bleach. The campaign did prove its ability to influence public concern about issues by moving one concern up, an example of agenda-setting.
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DUTTON, WILLIAM H., and WAN-YING LIN. "Using the Web in the democratic process. The Web-orchestrated ‘Stop the Overlay’ cyber-campaign." European Review 9, no. 2 (May 2001): 185–99. http://dx.doi.org/10.1017/s1062798701000175.
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In the 1996 US Presidential elections, new information and communication technologies (ICTs), particularly the Internet and World Wide Web (Web), began to play a visible role in US campaigns and elections, and its role has expanded to shape the political process more generally. Case studies have shown how the Web, for example, can facilitate the rapid exchange of information that is essential to coordinating political activity. By virtue of reducing the costs of communication, it has become accessible to grassroots organisations without the resources to mount more traditional media campaigns. This study looks in-depth at one campaign – Stop the Overlay – which employed the Internet and Web to effect public policy and regulatory change locally, but with implications for California and the US. Our study led us to employ the framework of an ecology of games to discuss the interplay among the separate but interdependent decisions and games that shaped the campaign. The case shows how this Web-orchestrated campaign was one element that reconfigured the ecology of games in ways that influenced policy decisions. It accomplished this not only by altering the costs of communication, but by reshaping access and thereby changing the networks of communication among political actors.
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Aqmarina Ardani, Nurul. "Perancangan Desain Komunikasi Visual Dalam Bentuk Kampanye Instagram “Apresiasi Kerja Desainer”." AKSA: JURNAL DESAIN KOMUNIKASI VISUAL 2, no. 1 (April 20, 2020): 203–23. http://dx.doi.org/10.37505/aksa.v2i1.16.
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The working fee of graphic designers is still being felt to be very low because there is no appreciation from business owners and also from the public. To increase the appreciation, there have been many campaigns regarding the appreciation of the work of graphic designers on social media Instagram with positive reviews, but many graphic designers said that there is still no change. The author then tried to analyze some of the shortcomings of these campaigns and tried to add new strategies. The author hoped that the new campaign with the new communication strategy could deliver better message to the business owners and public. The author used brand audit, brand awareness, and brand management theory from Keller (2013), Kartajaya (2016) and also social movement theory from Aspen Institute Roundtable (2013) to do the campaign strategy researches. The outcome of this artwork is a conceptual campaign with a complete communication strategy guide. Keywords
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Basil, Glory, and Agnes E. Bassey. "Repositioning Nigeria: Application of Marketing Communication Tools by Political Parties in Campaign Programs." INTERNATIONAL JOURNAL OF MANAGEMENT SCIENCE AND BUSINESS ADMINISTRATION 2, no. 9 (2015): 20–28. http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.29.1002.
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The study examined application of marketing communication tools by political parties in campaign programs in Cross River State in repositioning Nigeria. Campaign programs have been marred with the use of thugs for rallies, attacks, programs and ideologies between opposing political parties. In order to curb these problems, the study examines the effect of advertising, word-of-mouth marketing, and public relations in campaign programs. Survey research design was adopted, in which questionnaire were administered to 200 respondents in four local government Area in Cross River State. Three hypotheses were formulated and tested at 0.05 level of significance. The results show that marketing communication tools enhance political campaign programs. It was, therefore, recommended that political parties should employ the use of intense advertising without intemperate words to achieve campaign objectives peacefully.
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Dastidar, Surajit Ghosh, and Srividya Raghavan. "Mountain Dew." Emerald Emerging Markets Case Studies 3, no. 8 (November 19, 2013): 1–6. http://dx.doi.org/10.1108/eemcs-07-2013-0143.
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Subject area Marketing, strategy, and integrated marketing communication. Study level/applicability The case is suitable for analysis in an MBA level marketing communication course where the theories of hierarchy of effects (HoE) models, push vs pull strategies as well as positioning strategies can be introduced. The case is suitable for analysis in an MBA level marketing course for the module on marketing communications/advertising and promotions. Case overview Sanjay, the regional head of PepsiCo India (eastern region), had been tasked with the preparation of a support plan for a new communication campaign of Mountain Dew, a yellow-coloured drink in PepsiCo's soft-drink portfolio. He had attended a meeting at the headquarters where he had been briefed on the new national campaign roll-out for Mountain Dew – for the first time with celebrity association. While Mountain Dew had been growing its market share in other regions of the Indian market, the Eastern region had been unresponsive to the mass media image building campaigns. During the meeting, the various aspects of Mountain Dew's performance were discussed and Sanjay was asked to prepare a support plan for the national campaign that will help to increase revenues and market share of the brand in the Eastern region. Expected learning outcomes To understand the complexities of differential impact of integrated nation-wide communications on various segments of the market due to cultural variations, to understand the role of push strategy vs pull strategy in marketing communications, to understand the role of consistency in image between the trade and consumers perception, to understand the impact of celebrity endorsements, an introduction to the HoE communication models and their applications, to understand limitations of the HoE and Think-Feel-Do models in objective setting and understanding the uses of alternative models, to build a communication plan based on pull vs push strategy. 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.