Communication plan: a good instrument for a successful campaign.

The methodology used to design acommunication plan for a Campaign to increase beanconsumption in a Costa Rican urban community is describedin this article. Results of an initial assessment, complementedwith behavior tests, were the input used to obtain thepreliminary information necessary to generat...

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Autores Principales: Páez Arroyo, Paola, Rodríguez, Ligia
Formato: Artículo
Idioma: Español
Publicado: Universidad de Costa Rica 2013
Acceso en línea: http://revistas.ucr.ac.cr/index.php/agromeso/article/view/11884
http://hdl.handle.net/10669/17753
Sumario: The methodology used to design acommunication plan for a Campaign to increase beanconsumption in a Costa Rican urban community is describedin this article. Results of an initial assessment, complementedwith behavior tests, were the input used to obtain thepreliminary information necessary to generate main ideas forthe messages to be disseminated throughout the population.The communication plan (Version I) was designed based onthis information and on conditions previously established bythe Project. On the other hand, the contents for messageswere drawn up, tested, and integrated into the plan, based onthe main ideas. Then, the final communication plan (VersionII) was the result of a group analysis. The process to designthe communication plan is described emphasizing on theimportance of team work and the direct knowledge of thepopulation under study. The communication plan is afundamental instrument to plan, implement, and evaluate theCampaign.