Your major project for this course is to prepare a miniature version of a communication campaign design paper.The 15 weeks of this semester do not give you enough time to create an entire campaign, but they do enable you to start developing it.You will make various decisions related to the design of your campaign, and you will use Persuasion theory and research to justify your decisions.  

This Assignment: Final Campaign Paper Background

Write the background for your final paper.  Your assignment should contain the following: (a) title page, (b) body, and (c) reference list.  The body should have the following sections:
 

1.    Introduction: Describe the problem that your communication campaign is trying to help solve.  In addition, explain the importance of your paper topic (i.e., who can use the paper and how).  Also provide a roadmap that previews the rest of the paper.
 

2.    Target audience: Identify no more than 1 target audience.  Justify your decision with theory or research.
 

3.    Attitudes and behavior: Present no more than 2 attitudes and no more than 1 behavior.  Justify your decisions with theory or research. (For this part, please review the students’ examples carefully before presenting the attitudes and the behavior)
 

4.    Setting: Specify no more than 2 different settings that involve interpersonal or mass channels through which you will execute your campaign. Typically campaigns use more than one setting, so if you only use one, make sure to provide additional explanation.  Justify your decisions with theory or research. (Please write one setting related to the “campaign on social media”)

The reference list should identify at least 4 primary research sources found on your own.  Try to have at least one each for your target audience, attitudes and behavior, and setting sections.