音声ブラウザご使用の方向け: SKIP NAVI GOTO NAVI

HOW TO PLAN A CAMPAIGN TO IMPROVE AWARENESS

Maya Thomas* and M.J. Thomas


Steps to consider during planning

  1. What is the message that is required to be communicated ?
  2. What budget is available for the plan ?
  3. To which group should you communicate it ? (Primary audience : Those who make decisions, Secondary audience : Those who influence the decision makers)
  4. How should you communicate it ?
  5. How many times the message should be communicated ?
  6. Are there special occasions when the communication is more effective than the usual ?
  7. How long should it go on for effective communication ?
  8. Which media has the most effectiveness ?
  9. At which place should the communication take place ?
  10. What time of the year should the message be communicated ?
  11. Are the strategies planned realistic in nature ?
  12. Would you like to test it on a representative sample for adequate duration before it is implemented ?

Comparison of different media for their strengths and weaknesses

  1. Television
    Strengths: Fast awareness, high impact, availability of sponsorship, can be scheduled when needed.
    Weaknesses : High costs, up-front commitments, uneven delivery, unable to select the audience.
  2. Radio
    Strengths : Low cost, schedule when needed.
    Weaknesses : Low profile medium, Lack of impact available with visual field, audience per spot is extremely small, unable to select the audience.
  3. Magazines
    Strength : Audience selectivity, long life of the message, large audience per insertion.
    Weaknesses : Long lead time for commitment, readership accumulated slowly, uneven delivery of message.
  4. News paper
    Strength : Large audience, immediate reach, short lead time.
    Weaknesses : Difficult to target specific groups.

*J-124 Ushas Apts, 16th Main, 4th Block, Jayanagar
Bangalore - 560 011, tel and fax : 91-80-6633762, email : thomasmaya@hotmail.com




Friday Meeting Transactions
Associate Publication of Asia Pacific Disability Rehabilitation Journal
Vol.2 @ No.1 @ 1999

Editor:
Dr. Maya Thomas
J-124, Ushas Apts, 16th Main, 4th Block, Jayanagar, Bangalore - 560 011, India
Tel and fax: 91-80-6633762
Email: thomasmaya@hotmail.com

Printed at:
National Printing Press
580, K.R. Garden, Koramangala, Bangalore - 560 095
Tel: 080-5710658