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chap 6 : communication : message strategy – appeals

16 October 2015
•Communication is a part of social marketing
•The audience is actively involved in the communication process :
•what we understand from and how we react to particular messages is as much a function of us and our experiences as it is of the characteristics of the message
•(hasting, 2008 pp 83)

6.1.1 communication – message

6.1.2 brief for socmar

6.1.3 message strategy

6.1.4 message appeals

6.1.5 special issues – fear appeal

6.2 promotion-selecting communication channels

Social Marketing

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