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Strategic Business Communication - Essay Example

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In addition, analysis of the truthtm campaign demonstrated that it was positively correlated with reductions in the smoking behavior of youths and young adults (Thrasher et al. 2004). Unfortunately, scholars have also noted that the effectiveness of other campaigns has been more modest. For example, Hankin, Sloan, and Sokol (1998) conclude that the utility of warning labels in reducing alcohol consumption during pregnancy was only slightly effective, and a review of the effectiveness of several state antismoking advertising campaigns found that several campaigns had mixed or even ineffective results (Pechmann and Reibling 2000).” (Rucker and Petty, 39)
“…it is essential to consider whether the audience is disposed to scrutinize the information carefully or inclined to process the message in a more peripheral manner (Step 1). Second, it is important to evaluate message characteristics and, when possible, to design the message to contain information that will be persuasive on the basis of the audience’s elaboration level (Step 2). Third, it is necessary to consider whether the goal of the message is to create an enduring attitude change or simply an immediate attitude change (Step 3). Fourth, it is important to evaluate fit among audience elaboration likelihood, message characteristics, and message objectives both conceptually (Step 4) and empirically (Step 5). Finally, if there is a discrepancy between the audience elaboration level and the message characteristics or the goals of the message, it is necessary to consider how to remedy this mismatch (Step 6).” (Rucker and Petty, 40)
“Consider the development of an antismoking television commercial that is designed to advocate parents talking to their children about drug use. The message might feature celebrities telling parents to talk to their children, but it might not provide or disclose the specific benefits of having such conversations” ( Rucker and Petty, 48)
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