Media campaigns

The objective of this research paper: to define the nature of media campaigns and their pillars, as media campaigns are the outcome of media planning and are among the most important topics discussed in new media.

Outline of the Paper:

• Introduction
• The Concept of Media Campaigns
• Foundations of Media Campaigns
• Types of Media Campaigns in Terms of Objective, Medium, and Topic
• Conclusion

Introduction:

A media campaign is considered the result or outcome of the work of the media planner. It reflects the concepts and principles of communication policy, which in turn mirrors the concepts and principles of the overall public policy of the society. Moreover, the media campaign is based on the standards of media policy, which are later transformed into specific programs and activities that serve the community.

Definition of Media Campaigns:

Story & Rogers define a media campaign as¹ “a system of communication activities intended to create specific effects on a relatively large audience within a defined period of time.”

The foundations of media campaigns as defined by researcher Paisley:²

First: Social Control, which is based on three main axes:

1. Education: This involves providing information related to the campaign’s topic with the goal of informing the public about the issue or phenomenon. Mass and personal communication channels can play this role effectively, influencing all cognitive aspects that help the audience make the right decision in adopting the necessary behavior.
2. Management: This refers to all the guiding and directive measures that must be taken to address the issue presented in the campaign.
3. Reinforcement: This means taking all supportive and confirmatory actions to emphasize the need to adopt necessary measures, such as adjusting behavior towards the campaign’s subject.

Second: The Process:

1. It is based on determining the priorities of planning the media campaign in terms of media methods.
2. suitable in light of the characteristics of the target audience, alongside management plans and planning steps.
3. other steps such as scheduling, evaluating campaign results, available alternatives, and calculating return and costs.

A: Media campaigns are divided into four types based on their objectives:³

1. Public Awareness Campaign: Such campaigns are designed to convey a specific piece of information to the public, often consisting of primary, undetailed information.
2. Public Information Campaign: Also known as general information campaigns, these aim to inform the public and create awareness by providing more in-depth and detailed information, rather than merely mentioning a topic.
3. Educational Campaign: This type of campaign aims at education, with information that is instructive and guiding, targeting the public to advise them on the necessary actions to take and shape their attitudes.
4. Behavior Modification Campaign: These are considered among the most challenging and complex campaigns, as their goal is to change existing behaviors. They are a type of persuasive communication that connects ideas with the target audience to change their behavior.

B: Media campaigns are divided into the following types based on their medium:⁴

1. Public Media Campaign: This type relies on one or more mass media channels, such as television and radio. It is characterized by its ability to spread widely and reach a large audience, as well as the possibility of repeating the message multiple times and in various formats.
2. Electronic Media Campaign: These are campaigns published on electronic websites, known for their immense reach and rapid dissemination. They also create interaction among diverse audiences and have the capability to transcend borders.
3. Direct Communication Campaign: This refers to campaigns that utilize direct personal communication tools and methods. They are distinguished by their high capacity for interaction and persuasion, as well as their ability to inform the campaign audience about the campaign itself and reach specific target groups.

C: Media campaigns based on their subject:⁵

• It is well known that the media serves as a tool for many sectors in society due to its ability to convey messages to the target audience using various methods.

D: Among the types of media campaigns based on their subject that use media to promote their initiatives are the following:

1. Political marketing campaigns: such as electoral campaigns.
2. Social marketing campaigns: such as environmental preservation campaigns.
3. Public relations campaigns: such as banking campaigns.
4. Media campaigns: such as sales campaigns.

Conclusion:

Media campaigns are among the most important scientific topics that must be prominently discussed in the media landscape during the upcoming phase. Media campaigns have evolved in terms of their concepts, significance, effectiveness, features, and how they are designed and implemented through new media compared to traditional media. Campaigns using new media, particularly social media platforms, possess distinct characteristics and attributes that require specific skills and techniques for their design, aligning with the applications and tools of new media. Additionally, these campaigns rely on a variety of multimedia that allow them to be the quickest to appear, most widespread, most impactful, and most interactive in reaching their target audiences and achieving the desired influence. This is especially true given the increasing number of social media users and their active engagement with media campaigns, which may contribute to the evolution of a campaign’s trajectory. The campaign designer can modify aspects that have become focal points of feedback and responses from the target audience regarding their media campaign. They can also track and evaluate their campaign’s performance, determining its success or failure based on the audience’s interaction with it.

In this context, the research problem is framed to provide an analytical and forward-looking perspective on media campaigns through new media by proposing an interactive model that leverages the tools of new media with its various characteristics and elements, as well as how to utilize multimedia in media campaigns to enhance their effectiveness and success through new media.

Dr. Lamis Abo Assaf
Media Office
Research and Studies Department
Studies
Syrian Future Movement (SFM)

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References:

1. Everett Rogens&m.stony communication campaigns , hand book of communication science,N,Y, 1988 ↩︎
2. Paisley, Williampublic communication campaigns ,sage publication , London,1989 ↩︎
3. الصرايرة محمد نجيب استراتيجيات الاعلام والتعليم والاتصال في المحال الصحي منظمة الامم المتحدة اليونسيف عمان 1995 ↩︎
4. الحديدي منى وسلوى امام الاعلام والمجتمع الدار المصرية اللبنانية القاهرة 2006 ↩︎
5. الجمال راسم وخيرات عياد التسويق السياسي والاعلام :الاصلاح السياسي في مصر الدار المصرية اللبنانية القاهرة 2005 ↩︎