Theories of Motivation - Essay Example

The most efficient team member will be rewarded with a raise or bonus while the nonperforming team member is dismissed as a way to increase efficiency in the campaign planning and designing team. The intrinsic motivational approach focuses on the engagement of behavior because it is personally rewarding or fulfilling. It is used to arouse public participation, contribution, and engagement during the campaign simply because it is enjoyable. The intrinsic motivational approach is used in choosing the most effective media platform, the creation of a content calendar, to foster customer engagement and create media content during the designing of the campaign.

 The intrinsic and extrinsic motivational approaches are used in media campaigns to serve as a source of motivation for both the media campaign designer team and the target audience to make the media campaign more effective. The intrinsic motivational approach serves to motivate through personal rewarding or desire fulfillment like solving a word puzzle because it is enjoyable. The extrinsic motivational approach seeks to motivate through rewarding or the avoidance of punishment. The motivational theories used in media campaigns include the drive theory, the intrinsic theory, and the arousal or activation theory.

 The drive theory of motivation refers to the needs motivating an individual which lead to internal stimuli prodding the individual into action. The media uses this theory to highlight the needs of the targeted public to motivate the public to actively participate in the media campaign. The #Shake Your Ears media campaign is an example of a campaign that used the drive motivational theory that helped “fans” unlock a one million donation. Partnering with the Make a Wish Foundation, Disney was able to spring the public into action by highlighting that the public had the power to grant life-changing wishes to children with critical illnesses.

Activation theory also known as arousal theory describes the importance of mental arousing if necessary through certain actions as motivation for a given level of functioning. This motivation theory is used by the media to achieve their goals through grabbing, and holding the attention of the public targeted by arousing a given level of their interest. The media uses the theory to keep the targeted publics hooked to a certain brand or to gain the loyalty of the targeted publics. As a media example of this theory, the Apple campaign captioned a "# AShotOniiPhone" accompanied by consumer-generated photographs to engage their audience in the social media and show how much they had improved their camera feature in their new iPhone.

By using their hashtag people would be able to access the camera features. The intrinsic motivational theory involves the engagement of behavior that is personally rewarding and which in turn serves as motivation to the individual. In a media campaign, the intrinsic motivation theory is used to bring out personal fulfillment, and satisfaction in individuals motivating them to participate and providing feedback for the given media campaign. It is effective as it motivates people to act or function not because they are forced to, but because they desire to.

  Air BnB was a social media campaign that successfully applied the intrinsic theory of motivation by appealing to the values and desires of their target audience. Pairing with professional photographers they took inviting pictures from different destinations, linked them to their destinations, and the individuals who took them, and put a link in their bio to book the next trip. In the future development of media campaigns, more focus is given to the media campaign content. The content should be strategically based on motivational theories.

This will be done through inviting and colorful photographs, humorous and enjoyable content to attract the attention of the media users. The use of content that relates to their everyday life, needs, and interests will be used to motivate their participation, contribution and to engage them.