Evaluating Health Campaigns with the...

The theory for this study is the communication- persuasion matrix, in which originally developed in 1989 by William J. McGuire. It is one of the famous theories in evaluating health campaigns like anti- smoking campaigns. He was one of the pioneers in trying to understand how mass media messages like advertising, persuade people or people are persuaded by mass media messages. The theory explains persuasion effects by identifying inputs and outputs of the communication factors. Inputs include the credibility of the source, design of the target, delivery channel used, type of target audience, and the context. As for outputs, include the hierarchy of effects which from exposure or attention to the acceptance of the behavior. The Communication-Persuasion Matrix utilize the inputs and outputs of the communication factors that compose the process of being persuaded. The output side of Communication-Persuasion Matrix can be considered as a series of sequential behavioral steps that persuasi ve communications tend to evoke and reach a climate in the desired output behavior. For example, adopting the more healthful lifestyles being encouraged in a public health campaign. The outcome of this theory is changes in knowledge, attitudes or behaviors in the receivers. McGuire listed the 6 steps of the persuasion process in communication, including exposure to a persuasive message, being aware of the message, gaining knowledge by understanding the message content, forming attitudes andShow MoreRelatedMidterm 1 Practice7849 Words   |  32 Pagescan be functional (the performance of the product), experiential (what it feels like to use the product), and/or psychological (feelings such as self-esteem or status that result from owning a particular brand). 2. How did integrated marketing communications (IMC) revolutionize the role of marketing? 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