The Effective Management of Social Campaigns: Planning and Assessing the Media Message

Anna Borawska ()
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Anna Borawska: University of Szczecin

A chapter in Eurasian Business and Economics Perspectives, 2021, pp 279-291 from Springer

Abstract: Abstract Social campaign is a complex undertaking, and as such, it needs to be planned and managed well to achieve its goals. One of the first planning decisions is to choose activities that would be included in the campaign. Among the most popular activities within the social campaigns’ framework is promotion through different media types. They can reach many potential recipients and initiate many constructive changes. However, media messages could accomplish their goal only if they are adequately prepared. In their planning process, it is vital to assure the effectiveness of the message during pre-testing. Therefore, the chapter aims to present a framework for assessing media messages’ effectiveness in social campaigns using cognitive neuroscience and diagnostic survey methods triangulation. A literature review was conducted to determine the methods and techniques used in advertising research to obtain this goal. The proposed framework is based on experiments described in the literature and personal research experience. It can be used as a primer for designing various studies focused on media message assessment.

Keywords: Social campaign; Media message; Effectiveness; Cognitive neuroscience; Diagnostic survey (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-030-71869-5_18

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DOI: 10.1007/978-3-030-71869-5_18

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