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Strategic Business Communication - Essay Example

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These PSAs were designed to inform consumers about the potential dangers of various substances, such as tobacco and alcohol, and…
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Strategic Business Communication
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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)

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
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