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Comm 470

by: Courtney Lester
Courtney Lester
GPA 3.175
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About this Document

This week we went over the main types of campaigns and what steps are taken during each campaign type.
Public Campaigns
Dr. Bryan-Mitchell Young
Class Notes
campaigns, Aristotle




Popular in Public Campaigns

Popular in Communication Studies

This 2 page Class Notes was uploaded by Courtney Lester on Wednesday January 27, 2016. The Class Notes belongs to Comm 470 at Indiana State University taught by Dr. Bryan-Mitchell Young in Spring 2016. Since its upload, it has received 27 views. For similar materials see Public Campaigns in Communication Studies at Indiana State University.


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Date Created: 01/27/16
Public Campaigns 1/20-1/27 1. Aristotle – Rhetoric a. Came up with three ways of persuasive communication that are still relevant today: b. Ethos – the understanding of a message when the speaker and audience share common ground c. Logos – the simple fact of a message being appealing to others d. Pathos – the emotional appeal of a message 2. Plato believed that people only see glimpses of the truth a. He believed that dialogue was the most important form of communication; you could have parties ask and respond to answers back and forth 3. Robert L. Scott a. Thought that you could never be certain of the whole truth b. He believed that rhetoric was not true, and communication and persuasion is a process of constant discovery 4. Marcus Fabius Quintillianus focused on ethos a. Organized rhetoric into five principles i. Roughly ii. Argumentation iii. Organization iv. Style v. Delivery and memorization 5. Kenneth Burke a. The more modern influence on persuasion b. The act, scene, agent, agency, and purpose all work together to form persuasion 6. Walter Fisher a. Believed in behavior as a story/drama b. Persuasive event is the narrative c. Coherence is how the story works and the meaning or impact d. Fidelity is whether it feels true to the hearers experience Chapter 11 – The Persuasive Campaign or Movement 1. Campaigns create “positions” 2. Campaigns are designed to develop over time 3. Campaigns dramatize the product 4. You use different technologies to reach target prospects 5. Campaigns are like TV shows – evolving with beginning, middle, and end, you see the big picture 6. There are 3 campaign types a. Product b. Person – can be focused on a person running for an office, helping a person in need (GoFundMe), etc. c. Ideaology 7. You should do a campaign you can specifically measure; try to increase enrollment by 10%, not just try to increase enrollment 8. Yale 5-step model – highly relates to product, person, ideological campaigns a. Identification – establish position in the mind of the consumers b. Legitimacy – being considered worthy, believable, and a trustworthy brand c. Participation – blends a lot with legitimacy, but this is more focused on the recruitment and involvement of previously uncommitted people d. Penetration – when whatever you are campaigning has reached a meaningful share of the market; ex: when your target audience sees your campaign multiple times a day e. Distribution – the succeeding or rewarding supporters in some way 9. Top Of Mind Awareness (TOMA) a. Consumers top 7 (plus or minus 2, 5 to 9) identifiable brands 10.Communicative function model – the stages that must be completed to achieve success a. Surfacing stage b. Winnowing/competing c. Nomination stage d. Election stage 11.Social Movement model a. Genesis – when people would preach about shortcomings or injustices b. Social Unrest – when people realize the injustices are correct and start voicing their opinions, often daily c. Enthusiastic Mobilization – when the believers convince more and more people to join their side d. Maintenance – when something else is in the spotlight and you must maintain your group of followers until you rekindle the spotlight on your issue e. Termination – where the injustices are taken care of or forgotten


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