Mkt4025 W6
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The document discusses several models of persuasion and behavior change communication. It summarizes McGuire's 6-step model of persuasion, Fishbein and Ajzen's Theory of Reasoned Action, and the Integrated Model of Behavior Change. The Integrated Model considers demographic, personality, and other individual difference variables that influence attitudes, norms, self-efficacy and ultimately intention and behavior. The model has been applied successfully in health campaigns around HIV/AIDS, smoking cessation, and other issues.
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Know the profession’s history
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Make ethical decisions by applying standards of the National Association of Social Workers’
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3. Provide information:
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Professional Identity
Practice Behavior Examples…
Serve as representatives of the profession, its mission, and its core values 3
Know the profession’s history
Commit themselves to the profession’s enhancement and to their own professional conduct
and growth
Advocate for client access to the services of social work
Practice personal reflection and self-correction to assure continual professional development
Attend to professional roles and boundaries 12
Demonstrate professional demeanor in behavior, appearance, and communication
Engage in career-long learning
Use supervision and consultation
Ethical Practice
Practice Behavior Examples…
Obligation to conduct themselves ethically and engage in ethical decision-making
Know about the value base of the profession, its ethical standards, and relevant law
Recognize and manage personal values in a way that allows professional values to guide
practice
11
Make ethical decisions by applying standards of the National Association of Social Workers’
Code of Ethics and, as applicable, of the International Federation of Social Workers/International
Association of Schools of Social Work Ethics in Social Work, Statement of Principles
12
Tolerate ambiguity in resolving ethical conflicts
Apply strategies of ethical reasoning to arrive at principled decisions 5
Critical Thinking
Practice Behavior Examples…
Know about the principles of logic, scientific inquiry, and reasoned discernment
Use critical thinking augmented by creativity and curiosity
Requires the synthesis and communication of relevant information
Distinguish, appraise, and integrate multiple sources of knowledge, including research-based
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2
Understand the dimensions of diversity as the intersectionality of multiple factors including age,
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status, political ideology, race, religion, sex, and sexual orientation
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Appreciate that, as a consequence of difference, a person’s life experiences may include
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8
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This document discusses key considerations for implementing a successful sales promotion campaign, including:
1) Estimating budgets by calculating opportunity to apply (OTA), redemption rates, and costs per pack. Getting the budget wrong can be risky.
2) Developing a structured planning process using SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) to set KPIs, potential solutions, and operational plans.
3) Understanding important legal aspects like the UK Advertising Codes, ensuring promotions are legal, decent, honest and don't mislead or take advantage of children. Regulations vary significantly in other countries.
PR Research
The document discusses different types of public relations (PR) research, including academic, practitioner, topic-driven, effectiveness, and applied research. It also covers various models and frameworks for evaluating PR programs and campaigns, including levels of measurement (output, outtakes, outcomes), types of metrics (awareness, comprehension, attitude/opinion change), and the importance of using scientific data collection methods in evaluation.
Budgeting In Public Relations
This document outlines a marketing plan for Apple to promote the iMac as the center of the digital lifestyle. The plan includes strategies like participation in exhibitions focused on music, video, and photography; feature articles and contests showcasing work created on Macs; roadshows centered around music festivals; cooperation with TV shows; local workshops on digital photography; and school workshops before students go to university. Evaluation will be done through participant questionnaires, pre- and post-polls, and sales figures in areas with seminars.
Introduction to PR
This document provides information about seminars, lectures, readings, and assessments for an Introduction to PR course. It lists the days and times seminars are available for booking online or by email. It also provides details on where to access lecture notes online and recommended readings available in the campus library. There is information on assessments which include a group presentation, individual assignment, and written exam. The document concludes by defining public relations and contrasting it to marketing and advertising, emphasizing building trust and good relations.
CSR & Community Relations
The document discusses the importance of corporate social responsibility and community relations. It outlines different levels of social responsibility from basic legal compliance to helping alleviate societal issues. Examples are given of companies committed to environmental and social causes. Suggestions are provided for how companies can be good corporate citizens through internal policies and external community support initiatives like donating facilities/equipment, training programs, open days, and sponsorship of local education, arts, charities and community events. Building good community relations benefits the local community, employees, and company through improved public image, recruitment opportunities and local goodwill.
International Public Relations
International PR faces both technical/practical constraints as well as cultural constraints in developing countries. The media environment and how publics use media can be very different than in developed countries. Messages need to be adapted for local publics and frameworks for interpretation may differ greatly. Culture heavily influences communication and cultural differences must be taken into account at different levels of the communication process to ensure messages are culturally adequate.
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Consumer behavior is the study of how individuals, groups, and organizations select, purchase, use, and dispose of products and services. It involves internal factors like personality, values, and attitudes and external factors like culture, family, brands, and marketing. The consumer decision process includes stages like need recognition, information search, evaluation of alternatives, purchase, consumption, and disposal. Researchers study consumer behavior through various methods like surveys, interviews, observations, and experiments to understand influences on consumer attitudes and decisions.
Mkt4025 10
1. The document discusses various psychological concepts related to reactance, avoidance, and scarcity. It describes how reactance is a state of emotional reaction to perceived restrictions on freedom or choice.
2. Experiments are described that show how introducing or removing choice can impact how people value options. Restricting access to something can paradoxically increase how much people want it due to reactance.
3. Different strategies are proposed for dealing with reactance, such as acknowledging resistance, explaining restrictions, using fear appeals combined with efficacy messages, and giving choices to reduce reactance.
Mkt4007 10
Market segmentation involves dividing a market into distinct groups that require separate products or marketing strategies. It aims to improve competitive positioning, minimize cannibalization, identify new product opportunities, and find new customers. Effective segments are homogeneous within the segment, heterogeneous between segments, substantial, accessible, differentiable, and actionable. Markets can be segmented by consumer characteristics like demographics, behaviors, and psychographics. Positioning involves designing an image and value proposition so customers understand a company's offering relative to competitors. It is done through competitive, consumer, and message-based positioning strategies. Proper targeting and positioning using segmentation tools is an art that requires deep consumer insights to avoid issues like underpositioning or confusion.
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This document discusses several theories of social influence on health behavior, including psychoanalytic, behaviorist, and social learning perspectives. It outlines concepts like classical conditioning, reinforcement, and observational learning. A key point is that reinforcement can occur through vicarious expectations rather than direct experience alone. Social learning theory emphasizes reciprocal determinism between personal factors, environment, and behavior. Models like Bandura showed learning occurs through observation of others, not just trial and error. Both social approval and personal factors influence health behaviors.
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- 2. McGuire’s 6 step model Presentat- ion Compre- hension Attention Yielding Retention Behaviour Presentation of persuasive message Comprehension of arguments conveyed in the message Message is retained or stored in memory Receiver pays attention to message content Receiver agrees with message argument Receiver behaves in line with the message argument
- 3. McGuire’s 6 step model Presentat- ion Compre- hension Attention Yielding Retention Behaviour Personality & Personal Characteristics Context
- 4. The moderate effect Yielding High Low High Intelligence, Fear
- 7. Theory of Reasoned Action Aizen, 2006 Behavioural Beliefs Attitude toward the behaviour Normative Beliefs Subjective Norm Control Beliefs Perceived behavioural control Intention Behaviour Actual behavioural control
- 8. Integrated Model of Behaviour Change Distal variables Past behaviour Demographics and culture Attitudes towards targets (stereotypes and stigma) Personality, moods and emotions Other individual difference variables (perceived risk) Intervention exposure/ media exposure Normative beliefs and motivation to comply Attitudes Norms Self efficacy Environmental constraints Intention Skills and abilities Behaviour Behavioural beliefs and outcome evaluations Control beliefs
- 9. Demographic variables Attitudes towards targets External variable Personality traits Other individual difference variables Normative beliefs and motivation to comply Efficacy beliefs Behavioural beliefs and their evaluative aspects Attitude Norm Self-efficacy Skills Intention Environmental constraints Behaviour
- 15. So... Communic- ation Theories Behavioural Theories Cognitive Theories Social Marketing Framework