StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Strategic Business Communication - Essay Example

Comments (0) Cite this document
Summary
These PSAs were designed to inform consumers about the potential dangers of various substances, such as tobacco and alcohol, and…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER91.5% of users find it useful
Strategic Business Communication
Read TextPreview

Extract of sample "Strategic Business Communication"

Increasing Consumer Communication Effectiveness thru Elaboration Likelihood and Attitude Certainty Perspectives (Rucker 2006, 39-52 )
I. Abstract
II. Overview
III. Developing Effective Risk Communications

A. Consideration of Audience Elaboration Level
B. Design and Evaluation of Message Characteristics
1. The Central Route
2. The Peripheral Route
C. Message Objectives [Immediate or Enduring Attitude Change]
1. Elaboration and Consequences for Attitude Change
2. Attitude Certainty
D. Evaluation of Audience Elaboration
1. Message Characteristics
2. Message Objectives
3. The Notion of Multiple Roles
E. Testing of Message Effectiveness
F. Evaluation of Message Effectiveness
IV. Perceived Reasons Why Risks Communications Fail
A. When Communications Containing Strong Arguments Fail
B. When Communications Containing Powerful Cues Fail
C. When Attitudes Are Held with Low Certainty
V. Examples of Testing the Effectiveness of Risk Communications to Consumers
A. Example 1: Central Route
B. Example 2: Peripheral Route
VI. Summary
VII. Attitude Certainty and Developing Effective Communications
VIII. Conclusion
IX. Appendix
X. References
“the U.S.Congress allocated $1 billion to the Office of National Drug Control Policy for mass-media prevention campaigns and evaluations. These PSAs were designed to inform consumers about the potential dangers of various substances, such as tobacco and alcohol, and maladaptive behaviors, such as engaging in unprotected sex and not wearing a seatbelt.” (Rucker,and Petty, 39)
“Ippolito and Mathios (1991) discuss how advertising the link between fiber intake and the reduced risk of colon cancer increases consumers’ knowledge of the health benefits of fiber intake. In addition, analysis of the truthtm campaign demonstrated that it was positively correlated with reductions in the smoking behavior of youths and young adults (Thrasher et al. 2004). Unfortunately, scholars have also noted that the effectiveness of other campaigns has been more modest. For example, Hankin, Sloan, and Sokol (1998) conclude that the utility of warning labels in reducing alcohol consumption during pregnancy was only slightly effective, and a review of the effectiveness of several state antismoking advertising campaigns found that several campaigns had mixed or even ineffective results (Pechmann and Reibling 2000).” (Rucker and Petty, 39)
“…it is essential to consider whether the audience is disposed to scrutinize the information carefully or inclined to process the message in a more peripheral manner (Step 1). Second, it is important to evaluate message characteristics and, when possible, to design the message to contain information that will be persuasive on the basis of the audience’s elaboration level (Step 2). Third, it is necessary to consider whether the goal of the message is to create an enduring attitude change or simply an immediate attitude change (Step 3). Fourth, it is important to evaluate fit among audience elaboration likelihood, message characteristics, and message objectives both conceptually (Step 4) and empirically (Step 5). Finally, if there is a discrepancy between the audience elaboration level and the message characteristics or the goals of the message, it is necessary to consider how to remedy this mismatch (Step 6).” (Rucker and Petty, 40)
“Consider the development of an antismoking television commercial that is designed to advocate parents talking to their children about drug use. The message might feature celebrities telling parents to talk to their children, but it might not provide or disclose the specific benefits of having such conversations” ( Rucker and Petty, 48)
“three key variables that should be measured are attitudes, attitude certainty, and thoughts. Each of these variables provides a different piece of information about the effectiveness of the message.” (Rucker and Petty, 49)
“Rucker and Petty (2004, 2006) found that people held their attitudes with greater certainty when they thought that they were aware of both the potential benefits and the potential risks associated with a product rather than just one side. This was true even though the actual information presented to them was identical. Applying this to warning messages, it might be possible to increase attitude certainty not only by alerting consumers to the potential health risks associated with the product but also by emphasizing the lack of health benefits. Thus, cigarette packaging might not only note the health dangers associated with using the product but also specifically emphasize that the product does not offer any health benefits.” (Rucker and Petty, 50)
Reference:

Rucker ,Derek and Petty, Richard (2006). Increasing the Effectiveness of
Communications to Consumers: Recommendations Based on Elaboration Likelihood and Attitude Certainty Perspectives. American Marketing Association, 25, (1), 39-52. Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Strategic Business Communication Essay Example | Topics and Well Written Essays - 500 words - 2”, n.d.)
Strategic Business Communication Essay Example | Topics and Well Written Essays - 500 words - 2. Retrieved from https://studentshare.org/miscellaneous/1538192-strategic-business-communication
(Strategic Business Communication Essay Example | Topics and Well Written Essays - 500 Words - 2)
Strategic Business Communication Essay Example | Topics and Well Written Essays - 500 Words - 2. https://studentshare.org/miscellaneous/1538192-strategic-business-communication.
“Strategic Business Communication Essay Example | Topics and Well Written Essays - 500 Words - 2”, n.d. https://studentshare.org/miscellaneous/1538192-strategic-business-communication.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Strategic Business Communication

Strategic Brand Communication

Building brand equity requires communication effectiveness. If the brand equity is high, consumers may be willing to process these communications more favourably (Keller, 2009). However, today companies have evolved from these stages of brand management and as per Goodyear’s model many organizations have evolved and reached the stage where brand is viewed as a policy (McEnally and De Chernatony, 1999). Brand communication has evolved from helping consumers organize their knowledge about products and services based on the mental structures enabling them to clarify their decision making. Brand communication must also be directed at employees as they are an important part of ‘performing the brand’. The Body Shop is one such company...
12 Pages(3000 words)Essay

Business Communication

... 27 March 2008 Business Communication Extended Definition Memo Lilac Jones, Head of Human ResourceDepartment From: Your Name Here Date: 27 March 2008 Subject: Reminder on the Hiring Process Our business organization has based performance and skill in hiring potential candidates. Nepotism is highly discouraged as it promotes bias and does not give equal opportunity to potential employees. Worse, it often connotes to giving the job to a less qualified candidate. Per our company's Code of Ethics, nepotism is defined as "the showing of favoritism toward relatives, based upon that relationship, rather than on an objective evaluation of ability or suitability." As the definition implies, it means basing the hiring process according to kinship...
2 Pages(500 words)Case Study

Strategic Management mobile communication

...O2's Management Strategies O2 is a provider of mobile communications services in Europe, with wholly owned businesses in the United Kingdom, Germany,Ireland and the Isle of Man. During the fiscal year ended March 31, 2005, the company had almost 24 million customers. The company's mobile businesses covers some of the largest markets in Europe, with the UK and German markets giving it access to a total population of over 140 million people. The company's markets have also been highly receptive to the first wave of data products, seeing significant increases in the use of text messaging and, in the UK, WAP data access. O2 has a well-established and profitable mobile businesses in the UK and Ireland (former BT Cellnet and Digifone...
2 Pages(500 words)Essay

Leadership - Strategic Communication

Six years later, Bill Clinton, would come out with a book as if to explain to the world what it really was. My life is a 1024 pages autobiography of a former president named William Jefferson Clinton or Bill Clinton who left his office in the shadow of scandal.
Clinton tells about his difficult childhood and his political accomplishments, painstakingly registering his greatest successes and failures, which are perceived by some quarters as "trying to face and banish his private demons." Clinton grew up with a second father, the abusive Roger Clinton. But it is said, Mr. Clinton never told any of his friends what was going on at home. As he writes in his book, he has lived "two parallel lives" -- the public one everyone knew a...
5 Pages(1250 words)Essay

Strategic Business Communication

...Strategic Business Communication Faculty Strategic Business Communication Communication is a process involving three main component. The sender decides on what and how to communicate. Sender designs the message on the basis of communication needs and sends message to the target audience. Message when received by the target audience the communication process is complete. Based on the effect of communication response is generated. The communication process gets impacted by various noise or constraints. Figure 1: Communication Process Strategic business communication is one of the most important tools for the business organizations today. Strategic communications means using corporate or institutional communications to create, strengthen...
2 Pages(500 words)Essay

Strategic Communication

...Strategic Communication Strategic Communication In my current work place, I am familiar with different types of reports. The company develops informational reports that discuss business decisions making all the employees understand why the company made the decision. The presentation of informational reports must include payment records, detailed financial information, business principals, the background of the principals, and all the operations involved. In addition, the organization releases periodic reports that inform both the employees and the public regarding policies, operations, and the range of products that the company deals with. However, the periodic reports target the management team as the main audience so that it can make...
2 Pages(500 words)Essay

Implications of Mobile Communication on Society

Lifestyle has changed and the mobile phone is gradually becoming a part of the culture of modern societies (Hulme & Peters).
Voice transmission is no longer the only way that mobile phones are used. It is a multi-purpose device. Mobile phone networks have become a new platform through which data, information and transactions are exchanged. It serves as an alarm clock, an address book, an entertainment device through games, and to a text message.
At the end of 2003, there were 1.35 billion mobile subscribers worldwide compared to 1.2 billion fixed line users (Shaping the Future Mobile Information Society). It has undoubtedly changed the lives of the people and the biggest factor which induces the purchase of mobile ph...
6 Pages(1500 words)Essay

Business Ethics in the Case of Timberland-City Year

The purpose of this study is to focus on the ethical considerations and dilemmas faced by the organization Timberland in terms of its coalition to City-Year and the steps that are taken and should be taken for the solution of those ethical issues.

In the merger of the two organizations, Timberland and City Year, there are many ethical considerations. To develop legal business relationships between Timberland and City Year and to consider the stipulations of the required business laws, the following ethical considerations should be deemed:
  • None of City Year’s earnings should be incurred to any private shareholder or an individual.
  • City Year cannot participate in any political campaign or...
6 Pages(1500 words)Case Study

Cultural Communication

Following this, I will explain the communication style of my culture and then look at how my cultural background influences the ways in which I interact with people from different cultures. This is not an easy task to do mind you, because communication strategies are often done without ever even thinking about them. Due to this, this essay remains a challenge, but one which I am confident that I tackle. I now turn to an overview of my own cultural background.

My name is Yonatan Tan and I was born in Indonesia. I grew up in Indonesia as well and came to this country for a better future. My ancestors originally came from China, and thats why people call us Indo-Chinese, and not Indonesian. For me, it is interesting to tal...
7 Pages(1750 words)Essay

Business Information Systems

In this report, I will suggest the technologies that will be implemented in the future regarding the potential enhancement of the business and overall management operations of Club IT nightclub business.

After the emergence of new business technologies, the overall business management has greatly improved. Now we have better tools and techniques business management. The use of modern and up-to-date technology in the business always offers better support to the business in managing and organizing the organization’s resources. However, the implementation of information technology at business is a challenging task that requires extensive resources, knowledge, and planning. Club IT nightclub aimed to implement a new a...
8 Pages(2000 words)Case Study

Business Administration

2. Describe your career aspirations, the contribution you will make to the programme and, if you will be sponsored, the value you will add to your sponsoring organisation – 500 words

I researched all of the universities in the United Kingdom (UK) and the Warwick MBA called my attention since it is one of the best-reputed universities in Europe. This will give me an opportunity to introduce myself to business and understand Financial Markets and Management. This will expand my horizons both in the theoretical (course content) setting and the praxis (networking). This will also enable me to obtain my degree without having to resign to my current job, especially, during this current financial turmoil.

We s...
6 Pages(1500 words)Essay

Business Plan Real Estate Agency

re representing our company as their business consultants and our responsibilities are limited to the knowledge of the client’s business and information provided by the client.
The company Of-Fit has been operating as office supplies and equipment supplier since 1998. Their corporate office is in Aberdeen and it has excellent industry relations. The company is a sole proprietorship and its owner is Mr. Andrew Schwatz who has been working in the industry for more than 20 years. The company current staff is 8 and its revenues are £115,690 and £156,178 in 2008. The company aims to expand its operations in other business areas and regions of the UK.
The detailed business plan developed for this report incor...
12 Pages(3000 words)Business Plan

Communication Role at the Workplace

Internal communication in any organization has been found to play a significant role in regard to role achievement in any business venture. When the internal communication department closely works with the top management, it has been found that job satisfaction levels rise which in effect translates to higher individual and group output from the workers (HRM guide, 2009). It is the role of the internal communication department to ensure that the strategic organizational direction is passed on to all employees and followed as planned so as to guarantee the achievement of intended outcomes.
With the current developments towards globalization, knowledge availability has become more readily available and the economy has approache...
9 Pages(2250 words)Assignment

The Main Threat to Small Business

When it comes to reliability factor big businesses are able to sustain because of their track record. Big businesses are able to pacify their customers using their past successful track records.
Nowadays most of the business opportunities and orders are posted online. This means that business providers need to be well integrated with supplier systems through online facilities. The infrastructure of the business model needs to be updated. But this is not an easy task for small businesses. E-based procurement is possible only with a well-maintained network on the internet. This requires a lot of financial and technical necessities which could not be supported by small businesses. On the other hand, Big businesses are well equip...
8 Pages(2000 words)Assignment

Business Sustainability and Society: Coca-Cola Company

... than fifty academic institutions in the UK, USA, and Canada immediately terminated contracts with the Coca-Cola that was a major blow for the company (Srivastava, 2008). However, most of the critics (MarketLine, 2005) argue that this showed business profit and continuity as the foremost priority of Coca-Cola, rather than ethical or sustainable impact on the community or stakeholders associated with the company. Besides over-extraction and pollution, the report (Srivastava, 2009) pointed out the third issue that the company was not even following its own policies and procedures of the waste management that became a major risk factor of various diseases in hundreds of families residing near the bottling plant (Flex news, 2008). Lastly...
10 Pages(2500 words)Case Study

Strategic Marketing Communication

...Strategic Marketing Communication Introduction Contemporary conditions demands organisations to pay special attention towards their marketing strategy. Marketing assists the companies to analyse the need of the potential customers and at the same time makes the consumers aware of the products and services offered by the company. New age scholars, treat the 4 Ps’ of marketing mix nothing more than just a communication mix. In communication mix different activities interact either in reinforced manner or in conflicting manner to develop an image that might be favourable or unfavourable for the company (p.124). Efficiency of marketing depends on the manner in which the company communicates with its potential customers. Therefore, it can...
16 Pages(4000 words)Coursework

Globalization and Business Enterprise: Climate Change

Since globalization encompasses political, economical and environmental issues, there has been much debate amongst companies on how resources are to be allocated in order to minimize climate change. Climate change is being dealt with on a global scale. The “Green investing is on the rise”, where investors are buying stocks that are environmentally friendly. New Zealand, like other countries, is supporting the cause for environmental protection by legislative measures in trade, bills regarding carbon emissions and by being part of agreements with the UN and the Kyoto Treaty.

Climate change and globalization are intricately linked. With the passage of time, many environmental issues, like global warming, have...
6 Pages(1500 words)Coursework
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Strategic Business Communication for FREE!

Contact Us