| Rob
Donovan
Developing
Effective Communications in Mass Media
This paper deals with the major prerequisites
for successful media campaigns: getting the right
message and getting the message right. The former
involves identifying just what will motivate members
of the target audience to take the desired action;
the latter involves executing the message in such
a way as to attract the target audience’s
attention, and then delivering the message in
a credible, personally relevant way that evokes
appropriate emotions.
Early formative research techniques will be discussed,
along with a description of the total process
involved in recent research for developing ad
executions relating to positioning smoking as
‘disgusting’. This session is not
for the squeamish.
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