Anna Borawska
Institute of Management University of Szczecin, Szczecin, Poland
Email: [email protected]
DOI: 10.23918/ICABEP2022p14
Abstract
Social campaign is a complex undertaking, and as such, it needs to be planned and managed well to achieve its goals. One of the first planning decisions is to choose activities that would be included in the campaign. Among the most popular activities within the social campaigns’ framework is promotion through different media types. Whether it is commercial or social, the campaign’s effectiveness depends heavily on the communicated message. A higher budget does not ensure success if the message is not well prepared. Therefore, it is advised to generate some alternative messages and pre-test them to discover the best one. This is particularly important for social advertisements because they require remembering the presented content and recognizing the significance of the behaviour that is being advocated. An effective message should attract the recipient and influence his consciousness, as it can considerably increase the social campaign’s impact. The pre-test allows us to determine which appeal is the strongest and should be shared with the audience during the campaign. To obtain this information, many different methods are used. They are based mostly on respondents’ declarations and their neurophysiological reactions. Neither of these types of methods alone can provide complete insight into audience perception so there is a need to combine the two approaches mentioned above to acquire as reliable information as possible. Therefore, the proposed framework is based on the triangulation of cognitive neuroscience and diagnostic survey methods. The framework is focused on pre-testing media messages, regardless of their form and the media, in which it will be broadcasted. The procedure is intended to be as general as possible to be applied in many various settings and aims to show a possible sequence of social advertising pre-testing and effectiveness research. As a framework, it does not include detailed guidelines on designing, conducting, and analyzing the experiment. Still, it intends to give an overview of the obtainable options by triangulating two different data acquisition methods. It suggests some hints on the process of managing such research. However, further research on the refinement of the procedure’s steps is advised to bring it closer to people who do not have previous cognitive neuroscience experience. Expanding the group of possible users of the presented framework will propagate this approach and improve social advertising research in the scope of pre-testing the advertisements.
Keywords: Social campaign, management, media, behaviour
ICABEP2022
4th International Conference on Accounting, Business, Economics and Politics
Organized by
Tishk International University, College of Administration and Economics, Salahaddin University-Erbil, and
University of Szczecin, Poland.
