JTC 373 Lecture Notes - Lecture 1: Preposition And Postposition, Bounce Rate, Social Learning Theory
7 Sep 2016
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Public information/ social marketing campaigns: to reduce the incidence of risky behaviors: digital promotion: reaching and engaging people through computers and mobile devices. Consider where digital tools fit in the overall mix of promotional tools: public media: traditional mass media such as newspapers, magazines, radio and television. Special situations that obtain a commitment, negotiation or resolution. Understand how digital promotion involves influencing behavior: communication objective is to influence peoples behavior by buying, investing, donating, voting and working, relies heavily on persuasion, desired behavioral outcomes. Awareness objectives: involve making users knowledgeable about a topic. Attitude objectives: forming an opinion toward the idea based on that awareness. Action objectives: strengthening the behavioral intent to facilitate ultimate adoption of the innovation. Ex: calling an 800 number to place an order over the phone. Adoption: explains how an individual engages in trial of innovation, determining the satisfaction based on experience and then establishes repeating the pattern.
