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Page 1: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)
Page 2: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

Primary objective:◦ Behavior change

Behavioral objective◦ Something you want the audience to DO

◦ Clear

◦ “Do-able”

◦ Obvious (to TA)

Page 3: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

Possible sub- or process objectives:

Knowledge objectives◦ Facts, Statistics, other information◦ Helpful and motivating

Belief objectives◦ Attitudes, Opinions or Values◦ Encourages change

Page 4: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

Best:◦ Quantifiable

◦ Measureable

◦ Related to campaign focus

Establish a level◦ An actual behavior or amount of change

Process◦ Knowledge, Awareness, Beliefs, Intentions

Page 5: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

Use – 5%

Trial – 20%

Preference – 25%

Liking – 40%

Knowledge – 70%

Awareness – 90%

Behav

iora

l

Cogni

tive

Affe

ctiv

e

Page 6: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

16-6

Informative advertising

Reminderadvertising

Reinforcementadvertising

Persuasiveadvertising

Page 7: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

17-7

Petty & Caccioppo

◦ Two questions:

Motivation to process?

Ability to process?

◦ When YES to both: HIGH elaboration

Central cues

◦ When NO: LOW elaboration

Peripheral cues

Page 8: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

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Page 9: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

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Page 10: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

15-10© Copyright 2008 Pearson Education Canada

Page 11: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

Low Involvement Model

Dissonance/Attribution Model

Do Feel Learn

Learn Do Feel

Lower Involvement Topics

Page 12: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

17-

12

1InformativeThe Thinker

3Habit

FormationThe Doer

Thinking Feeling

Low

In

volv

em

en

t2

AffectiveThe Feeler

4Self-

SatisfactionThe Reactor

Hig

h

Involv

em

en

t

Page 13: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

17-

13

1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)

Possible implicationsTest: Recall diagnosticsMedia: Long copy format

Reflective vehiclesCreative: Specific information

Demonstration

Thinking

Hig

h

Involv

em

en

t

Page 14: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

17-

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Page 15: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

17-

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Page 16: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)
Page 17: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)
Page 18: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

17-

18

2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)

Possible implicationsTest: Attitude change

Emotional arousalMedia: Large space

Image specialsCreative: Executional

Impact

Feeling

Hig

h

Involv

em

en

t

Page 19: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

17-

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Page 20: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

17-

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Page 21: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)
Page 22: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)
Page 23: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

17-

23

3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)

Possible implicationsTest: SalesMedia: Small space ads

10-second ID’sRadio; Point of Sale

Creative: Reminder

Thinking

Low

In

volv

em

en

t

Page 24: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

17-

24

1.1.CDsCDs

2.2. Stamp Stamp

collectingcollecting

Page 25: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)
Page 26: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

17-

26

4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)

Possible implicationsTest: SalesMedia: Billboards

NewspapersPoint of Sale

Creative: Attention

Feeling

Low

In

volv

em

en

t

Page 27: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

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Page 28: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

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Page 29: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)
Page 30: Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)

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