HOW TO PLAN A CAMPAIGN TO IMPROVE AWARENESS
Steps to consider during planning
- What is the message that is required to be communicated ?
- What budget is available for the plan ?
- To which group should you communicate it ? (Primary audience : Those who make decisions, Secondary audience : Those who influence the decision makers)
- How should you communicate it ?
- How many times the message should be communicated ?
- Are there special occasions when the communication is more effective than the usual ?
- How long should it go on for effective communication ?
- Which media has the most effectiveness ?
- At which place should the communication take place ?
- What time of the year should the message be communicated ?
- Are the strategies planned realistic in nature ?
- 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
- 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. - 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. - 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. - News paper
Strength : Large audience, immediate reach, short lead time.
Weaknesses : Difficult to target specific groups.
Bangalore - 560 011, tel and fax : 91-80-6633762, email : thomasmaya@hotmail.com
Associate Publication of Asia Pacific Disability Rehabilitation Journal
Vol.2 @ No.1 @ 1999
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