COMM 339 -- Persuasion

Dr. Lee McGaan  

  Office:  WH 308  (ph. 309-457-2155);  email
  Home:  418 North Sunny Lane (ph. 309-734-5431, cell 309-333-5447)

Fall 2016 Office Hours:   MWF:  9:30 - 10am, 11am - Noon & 1 -2pm TTh:  2-3pm & by apt.  |  copyright (c) by Lee McGaan, 2006-2016

Development Features OF Campaign Persuasion



 A Development Model of Campaigns.  Persuasive outcomes that must occur

-- in this order

a.  Identification - recognition

b.  Legitimacy - credibility

c.  Participation - involvement

d.  Penetration - new receivers

e.  Distribution (of benefits/promises) - accountability



 Diffusion of Innovation - How new ideas spread (if and when they do).  (Any campaign that seeks to gain adoption of new practices must take into account the normal developmental stages shown below.)

Innovation types  When new ideas spread, they do so through these groups and  in this order.

(a)  innovators (out of mainstream)

(b)  early adopters - integrated, intelligent, higher status

(c)  early majority - average but high on mass comm. use

(d)  late majority - lower status, followers

(e)  laggards - very traditional, maybe isolated

Last updated 3/28/2008