Evaluating the effectiveness of I'm a lifeline campaign's informative web posters using communication pretesting /
Gacel Jed A. Mendoza, Julius A. Piala, adviser
- 2015
- 82 leaves
Thesis (BA Communication Arts) -- University of the Philippines Mindanao, June 2015
This study evaluated the effectiveness of the informative web posters being produced by the Philippine Network for Organ Sharing (PhilNOS) for its ? I'm a Lifeline? campaign in enticing them to pledge as organ donors through the use of communication pretesting. It was conducted in Barangay Mintal, Davao City. There were sixty respondents who participated in the evaluation of the posters: the FAQs about organ donations informative web poster and the myths about organ donation informative web poster. Through communication pretesting, the posters were measured by their components of effectiveness, namely their comprehensibility, attractiveness, acceptability, involvement and persuasion. The respondents found both posters to be ineffective. Despite the fact that both posters were perceived to have high comprehensibility and high attractiveness, their perceived low acceptability demand low involvement is what made them ineffective. Low acceptability and low involvement could be attributed to two major reasons: (1) they were unable to accept the concept of organ donation and the messages on both posters because of their religious or traditional beliefs; and (2) they were unable to find personal relevance with both posters because they believe that they are not the posters? intended audience. The results of the evaluation coincides with reinforces the assumptions in William J. McGuire's Communication Persuasion Theory wherein it states that effectiveness is achieved if all five components are subsequently met, and that if one component is not met along the process then most likely it would end up ineffective.