Unit 1 AC2.2 Evaluate the effectiveness of media used in campaigns for change Flashcards
BLOGS
An advantage of using a blog in a campaign is that anyone can set blogs up and they are free of charge. They also allow people to express their views and opinions on different topics; as well as containing up-to-date information and statistics that keep content fresh and interesting. They can contain video links and links to another website.
However, blogs are extremely hard to keep up-to-date and can become quite time consuming. It is also becoming an out-of-date method as it can be more appealing to a younger audience. Blogs only have a limited audience.
LEAFLETS
The benefits of using leaflets in a campaign include:
- contact numbers or links to social media allow audiences to take further action,
- they can include a lot of information, such as images,
- they do not rely on technology and are therefore accessible to all.
However, a limitation with leaflets is that they may contain too much information, so the reader may be reluctant to spend a long time reading one and therefore become dissuaded from being involved in the campaign. In addition, leaflets may incur large printing costs but can be easily ignored or thrown away.
TV ADVERTISING
Advertisements are usually a very effective use of moving imagery and sometimes include music that fits the product or the campaign. Additionally, they can make issues more memorable for the audience by the use of celebrity endorsement to seize their attention. Also, they will reach a wide audience, especially during prime-time slots.
However, adverts can be extremely expensive to make, potentially costing thousands, and this only increases if it is for a prime-time slot. Moreover, people can skip adverts they feel they do not want to watch or if they are not interested in the content. Depending on the content of the advert, they can upset younger viewers (depending on the campaign).
EVENT
An advantage of public events is that they may be shown on a news programme which increases publicity, allowing more people to become aware of the campaign. Sometimes, an event may include a well-known celebrity which then increases publicity further.
However, some things at the event may not go according to plan, for example, less people turning up than expected; and they also need funding before the event even takes place, so there is a high risk of loss of money.
PUBLIC APPEARANCE
This method provides a personal approach and realistic touch to campaigns. This in turn generates public support and interest. The information will be informative and true to life.
The weaknesses include a reluctance of some people to appear and speak in public. If they cannot generate interest and a following, the campaign is unlikely to be successful. In addition, people attending may not be supportive and may even be disruptive.
MERCHANDISE
The merchandise can contain the image linked to the campaign or campaign logo, which in turn allows the wearer to provide further publicity. Someone wearing the merchandise may also encourage others to do so too, thus increasing funding.
However, a weakness of using merchandising is the risk of losing money if insufficient people purchase the items. Also, initial capital is needed to initiate production of the items.
SOCIAL NETWORKING
When used for campaign purposes, social networking allows videos, information and other forms of communication to spread quickly and reach a large audience. Approximately 2.3 billion people use social media, so a campaign on one of these platforms will raise a great deal of awareness in a short space of time and in a very cost-effective way.
However, hackers can get onto the network pages and alter information. There is also the possibility of internet trolls, who send upsetting messages or try and deter the cause or purpose of the campaign.
Event
Event – a thing that happens or takes place, especially one of importance.
Funding
Funding – money provided, especially by an organization or government, for a particular purpose.
Internet Troll
Internet Troll –Someone who intentionally upsets people on theInternetby posting inflammatory and digressive, extraneous, or off-topic messages in anonlinecommunity.
Communication
Communication – the imparting or exchanging of information by speaking, writing, or using some other medium.
Effectiveness
Effectiveness – the degree to which something is successful in producing a desired result; success.
