Communication Campaign

A Communication Campaign is a campaign that aims to inform, persuade, or motivate target audiences using coordinated communication activities (over a certain period).

• Context:
  • It can (typically) involve a series of messages that are conveyed through various communication channels, such as social media, television, radio, print media, and online advertising.
  • It can (typically) be designed to achieve specific objectives, which may include raising awareness, changing public attitudes, promoting behaviors, or driving action among the target audience.
  • It can (often) require careful planning, including the identification of the target audience, the crafting of key messages, the selection of appropriate channels, and the measurement of campaign effectiveness.
  • It can (often) use persuasive communication techniques to influence the perceptions and behaviors of the audience.
  • It can be initiated by a variety of organizations, including government agencies, non-profit organizations, corporations, and advocacy groups.
  • It can face challenges such as message saturation, audience skepticism, and the need to navigate complex media landscapes.
  • ...
• Example(s):
  • An anti-smoking campaign that uses TV commercials, billboards, and social media posts to discourage smoking and promote healthy lifestyles.
  • A voter education campaign conducted by a non-profit organization to increase voter turnout in an upcoming election, utilizing workshops, flyers, and digital marketing strategies.
  • A corporate marketing campaign by a tech company introducing a new smartphone, featuring online ads, product launch events, and influencer marketing.
  • An Advertising Campaign, such as a Google AdWords campaign.
  • A Direct Marketing Campaign.
  • A Customer Retention Campaign.
  • ...
• Counter-Example(s):
  • A Military Campaign involves military operations to achieve specific strategic or tactical objectives.
• See: Strategic Communication Campaign, Communication Campaign Management, Communication Strategy, Public Relations Campaign, Social Media Campaign, Communication Campaign Management.

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References

2012

• (Rice & Atkin, 2012) ⇒ Ronald E. Rice, and Charles K. Atkin. (2012). “Public Communication Campaigns.” In: books.google.com
  • NOTE: It provides a comprehensive, up-to-date look into the field of public communication campaigns, offering insights into their strategies, execution, and impacts. This fully revised and expanded fourth edition covers a range of topics including the planning, implementation, and evaluation of campaigns.

2007

• (Snyder, 2007) ⇒ Leslie B. Snyder. (2007). “Health Communication Campaigns and Their Impact on Behavior.” In: Journal of Nutrition Education and Behavior, Elsevier.
  • NOTE: It discusses the role of health communication campaigns in changing dietary behaviors among large populations, emphasizing the organized communication strategies involved and their effectiveness in promoting health-related behavior change.

2002

• (Coffman, 2002) ⇒ Julia Coffman. (2002). “Public Communication Campaign Evaluation.” In: Harvard Family Research Project, PDF available at dors.it
  • NOTE: It addresses the growing sophistication and strategic nature of public communication campaigns, highlighting a lag in the evaluation practices compared to the campaigns' innovations. The paper calls for enhanced evaluation methods to better understand campaign impacts.

1992

• (Backer, Rogers & Sopory, 1992) ⇒ Thomas E. Backer, Everett M. Rogers, and Pradeep Sopory. (1992). “Designing Health Communication Campaigns: What Works?” In: books.google.com
  • NOTE: It examines various health communication campaigns, focusing on those that utilize mass media components. The book reviews the effectiveness of these campaigns, providing insights into what elements contribute to successful health communication strategies.

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