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6 Cards in this Set
- Front
- Back
- 3rd side (hint)
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The interactive Model Of Communication |
The interactive Model of Communication Campaigns offers a ge eral framework that is applicable to communication Campaigns of all kinds. The model follows 2 related principles: Market Orientation & Integration The interactive model emphasis the importance of interaction between communicator and target audience in the development and implementation of a communication campaign. The interactive model ensures that the communication campaign: - is integrated with thw communicators objectives - integrates with the communicatora tot communication - ascertakns the target audiences needs and wants - inegrates the communicators objectives with target audience needs - maintains positive predisposition of the target audience and important stakeholders - achieves the communication objectives set for it The Intercative Model of Communication Campaigns is Comprehensive. |
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Phase 1: Assess |
The Framework: The Interactive Model of Communication Campaigns
Phase 1: Assess
- Identify the Communication Problem or Opportunity - Identify Communicator - Identify the Communication Planner - Identify Target Audience - Analyse The Situation
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- Communication Problem - Communicator - Communication Planner - Target Audience - Analysis |
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Phase 2: Create |
The Framework: The Interactive Model of Communication Campaigns
Phase 2: Create - Stipulate the Communication Problem - Define problems, strengths, weaknesses, and opportunities - Establish Campaign Topic - Specify Strategic Communication Objectives - Create the Communication Message - Allocate resources and tasks - Select Media - Produce the communication material |
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Phase 3: Implement |
The Framework: The Interactive Model of Communication Campaigns
Phase 3: Implement
- Timing - Media - Budget Control - Supporting Communication - Behavior - measurement
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Phase 4: Evaluate
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The Framework: The Interactive Model of Communication Campaigns Phase 4: Evaluate
- Objective Attainment - Corrective Action and follow up. |
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Reach, Frequency and Impact |
1. REACH: Total number, unduplicated number of people exposed to the message. Greater the reach the greater the number of people who will receive the message 2. FREQUENCY: Number of times the average member of the audience is exposed to the message. 3. IMPACT: The strength of the mediums ability to convey a message or its strength of effect. Impact is property of media but also the property of the message itself. |
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