Comments on: How much public anthropology is enough public anthropology? /2014/12/23/how-much-public-anthropology-is-enough-public-anthropology/ Notes and Queries in Anthropology Fri, 08 Dec 2017 18:00:10 +0000 hourly 1 https://wordpress.org/?v=4.9.1 By: John McCreery /2014/12/23/how-much-public-anthropology-is-enough-public-anthropology/comment-page-1/#comment-835028 Thu, 25 Dec 2014 07:34:49 +0000 /?p=15776#comment-835028 Is the issue really “How much?” or “What kind of?” Is the goal to entertain, to enlighten, or to move to action?

Consider the elements found in creative briefs in the advertising industry.

Target. Who are we trying to influence.
Objective. What response do we want—awareness, understanding, liking, action?
Proposition. What single sentence captures the take-away, what the target will remember even if everything else is forgotten?
Rationale. Why do we believe that communicating this proposition to that target will achieve our objective?
Evidence. How can we support the proposition?
Imperatives. What are the things we mustn’t forget?

Then come the “How much?” issues. How much of which media while staying within the budget and time allowed for the project?

]]>