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