Normative Behavior Continued
Normative Behavior Continued Comm 3313
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This 0 page Class Notes was uploaded by Whitney Ehinger on Monday November 2, 2015. The Class Notes belongs to Comm 3313 at University of Oklahoma taught by in Fall 2015. Since its upload, it has received 5 views.
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Date Created: 11/02/15
11022015 Drinking on College Campus Formative Research did surveys that showed 23 of students did not drink dangerously and about 20 don t drink at all also freshmen do drink dangerously Formative Evaluation 74 of the 190 rstyear students were aware of the RU Sure campaign students felt the campaign was successful because the campaign was delivered by actual students Campaign Objectives changing the descriptive norms of students beliefs about the prevalence of dangerous drinking on campus by increasing their awareness of the actual norms for college students drinking Message Strategy underlying philosophy involved senior students peer education themselves in the campaign from the beginning use of humor Message Design how they create the message all messages were pretested with students to get feedback on the message and then was reviewed by powerful people surveys and intercept interviews focus groups and debrie ng interviews Campaign Channels Tshirts with RU Sure logo RU Sure Bingo increase audience participation Interpersonal communication Outcome Evaluation not only affected the incoming freshmen but the seniors that were running the campaign as well Diffusion of Innovations DOI Everett M Rogers MSU University of New Mexico
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