TOPIC: DRINKING and DRIVING
TARGET AUDIENCE: GEORGIA SOUTHERN UNIVERSITY STUDENTS (Located in Statesboro, GA). Ages 18-25, BUT I am advertising to everyone and everyone can benefit from our social media marketing.
—I have uploaded a sample template blinded so you can refer on and follow exactly as presented.
— Also a rubric of the paper had been uploaded as well. Please, follow the guidelines and instructions. If you do not know what to do, please contact me.
—- I will be downloaded some chapters pages to assist.
—-Please just do what is highlighted on this guideline/ instructions.
—– 2 pages paper, double space, 12 font, Time Roman.
STEP 4: SET BEHAVIOR OBJECTIVES AND TARGET GOALS Objectives 4.1Behavior Objective: What, very specifically, do you want to influence your target audience to do as a result of this campaign or project (e.g., plant native plants)? __In this section I will need only ONE BEHAVIOR. And PLEASE be specific do not repeat youeself.._________________________________________________________________ ___________________________________________________________________ _____ 4.2 Knowledge Objective: Is there anything you need them to know in order to act (e.g., how to identify native plants at the nursery)? ___Also only ONE KNOWLEDGE OBJECTIVE Be very precise and nothing confusing. ______________________________________________________________ ___________ 4.3 Belief Objective: Is there anything you need them to believe in order to act (e.g., native plants can be beautiful and easier to maintain)? Only ONE BELIEF OBJECTIVE.__________________________________________________________________ ___________________________________________________________________ __ Goals 4.4 What quantifiable, measurable goals are you targeting? Ideally, these are stated in terms of behavior change (e.g., increase in sales of native plants). Other potential target goals are campaign awareness, recall, and/or response and changes in knowledge, belief, or behavior intent levels. __This section needs to be more specific. No more than 3 goals. _________________________________________________________________ _______ STEP 5: IDENTIFY TARGET AUDIENCE BARRIERS, BENEFITS, AND MOTIVATORS; THE COMPETITION; AND INFLUENTIAL OTHERS. Just focus on section 5.7. Be clear and specific.
. Barriers 5.1 Make a list of barriers your audience may have to adopting the desired behavior. These may be related to something, physical, psychological, economical, skills, knowledge, awareness, or attitudes. (Try for a list of 5 to 10.) Benefits 5.2 What are the key benefits your target audience wants in exchange for performing the behavior (e.g., a yard that’s easier to maintain and increased wildlife on their property)? This answers the question “What’s in it for me?” (Try for a list of 2 to 3.) Motivators 5.3 What does your target audience say will make it more likely that they would do the behavior? Ask them if there is something you can give them, say to them, or show them that would help them (e.g., an easy way to know which nurseries sell native plants and to identify plants at the nursery). Competition 5.4 What are the major competing alternative behaviors (e.g., planting nonnative plants)? 5.5 What benefits do your audiences associate with these behaviors (e.g., easier to find)? 5.6 What costs do your audiences associate with these behaviors (e.g., requires more fertilizing)? 5.7 Influential Others Relative to the desired behavior, who does your target audience listen to, watch, and/ or look up to? Just focus on this section 5.7. Be clear and specific.
