Message strategy Focused on the content of your communication NOT THE ultimate slogan scripts and headlines Fokus pada pesan utama httpsoregonimminewswordpresscomcategoryopic One sided vs two sided messages ID: 462109
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Slide1
Message StrategySlide2
Message strategy
Focused on the content of your communication, NOT THE ultimate slogan , scripts and headlines
Fokus pada pesan utama Slide3
https://oregonimminews.wordpress.com/category/opic/Slide4
One sided vs two sided messages
One sided
Fokus
pada
produk
sosial yang ditujuCocok untuk orang yang mulai
percaya
/
sudah
percaya – sebagai informing atau reminding dan addling value Contoh : ibu-ibu mengetahui bahwa vaksinasi penting untuk bayi sehingga pesan yang dibuat cukup mengajak vaksinasi
Two sided
Mencoba
memeberikan
2
sudut
pandang
/
Memberikan
komparasi
dengan
perilaku
kompetitor
Cocok
untuk
orang yang
berpendidikan
yang
terbiasa
berpikir
kritis
Cocok
untuk
orang yang
fanatik
dengan
perilaku
kompetitor
;
misal
pecandu
rokok
yang
percaya
rokok
itu
tidak
berbahaya
dan
justru
bermanfaat
(
langsing
dan
sehat
),
dan
percaya
bahwa
kampanye
anti
rokok
hanya
akal-akalan
negara
maju
untuk
memperburuk
ekonomi
bangsa
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Why Do Information Campaigns Often Fail? Slide6Slide7Slide8
CONCLUSSION :
What to take away
Communication is only a small part of the social marketing story.
The audience is actively involved in the communication process.
Looking more carefully at communications also underlines the importance of thinking about the emotional as well as the rational aspects of consumer behaviour.
Social marketing is, in essence, a process of exchanging values. Likewise, communication is a form of exchange – it requires shared experiences, mutual understanding and empathy.Slide9Slide10
Behaviour is driven by rational & emotional factors
Bakewell
(cited in Hastings 2007, p. 99):
“
For many people reasoned argument is not the final arbiter of how they choose to live their lives.
They are swayed by feelings, moved by loyalties, wiling to set logic aside for the sake of psychic comfort.
”Slide11