PH 402: Final Exam Study Guide
Target Audience
The specific subset of people who the message is intended to reach Can be: primary: designed to affect secondary: can help access primary audience
Price
benefits vs. cost of behavior
Entertainment Education
the placement of social marketing objective in the entertainment media
Professional accountabiity
being accountable to self and others
Communication Channel Types
- interpersonal channels (small groups) - community channels (organizations) - mass media channels - technology channels
Peripheral Route definition
- Directed at uninvolved audience who might be attracted through peripheral message cues (light, color, sound, sex) - Mainly to do with using the consumer's emotion and other interests to engage them in the message
Health Communication in Social Media reading: Text only messages
More "likes" for diabetes control management info and negative affect, but not with an image
Outcome evaluation
out a ways (distant) --> assess the long term effects of the intervention or campaign
Example of Qualitative Research Question
"The Purpose of this qualitative study is to explore how engineering undergraduate students at SDSU will respond to a new public health initiative that will ban the sale of soda on SDSU's campus"
Evaluation—What you need to understand
- Critical to determine program effectiveness or success - 4 phases - Formative - Process - Impact - Outcome - Use SMART goals
Health Communication in Social Media reading: commenting
- Crowdsourcing, negative affect and social support messages led to more comments - Negative affect and social support messages only if there was no image
Health communication interventions
- Influence attitudes, perceptions, awareness, knowledge and social norms -->Precursor of behavior change - Draws on social psych, health education, mass communication and marketing to develop health promotions
How to understand the audience
- Meet the audience where they are - Identify what the audience values (marketing based approach) - Who you are motivated behavior more powerfully than what you know- (NOT knowledge→ behavior)
The Strategic Health Communication Model
- Planning - Use of theory - communication analysis - implementation - evaluation and reorientation
Steps to planning for effective health communication
- Review background info to define the problem - Set communication objectives - Analyze and segment target audiences - Develop and pretest message concepts - Selection of communication channels - Create and pretest message products - Develop promotion plan/production - Implement communication strategies and conduct process evaluation - Conduct outcome and impact evaluation
Accuracy
- The content is valid - Content without errors of... (Fact/information, Interpretation, Judgement)
CDC/ National Cancer Institution definition of health communication
- The study and use of communication strategies to inform and influence and individual decisions that enhance health - Communication and advertising efforts designed to promote social causes or related behavior change
The Message
- The what - is a statement that presents key aspects of the communication strategy to the target audience
Reading: VERB Campaign Take-aways
- Used a complex, multi-component evaluation strategy - Theory and evidence-based - VERY extensive formative research stage - The info collected was use to develop the campaign message and materials - VERB planners and implementers could modify the materials and campaign strategies accordingly in real time based on process evaluation findings - The overarching goal for the process evaluation was to gather interim and ongoing feedback about the execution and evolution of VERB - Rather than about the program's effects on participants - Outcome evaluation results indicated how well marketing strategy was working - To reach US tweens and improve attitude and behavior related to PA
Reading: VERB Campaign Outcome Evaluation
- VERB campaign outcomes - "The outcome evaluation of the VERB campaign assessed the changes in the target audiences' awareness, knowledge, attitudes, and behaviors related to physical activity and determined whether these changes could be attributed the VERB campaign" - Included both short-term and long-term outcomes under umbrella term of "outcome evaluation" but really focused primarily on impact evaluation - Campaign from 2002-2006 (with active funding) - Assessed primary outcome using Youth Media Campaign Longitudinal Survey, an annual telephone survey of parent-child dyads in U.S. households. - Also explored subsample by comparing high-dose vs. low-dose communities (using 6 communities) - Found that providing communities with a higher dose of marketing activities and sustaining those activities over time yields more positive outcomes
Attributes of effective health communication
- accuracy - availability - balance - consistency - cultural competence -evidence based - reach - reliability - repetition - timeliness - understandability
Common features of health communication models
- analysis of PH problem - analysis of consumer characteristics that contribute to the problem - strategic design of communication based on... consumer, market factors, communication setting, channels, methods) - pretesting (testing communication with intended audience before full-scale implementation) - evaluation of quality of communication and impact on behavior change and disease outcomes
Common types of sources
- authoritative figures - celebrities - models - advocates - lay individuals and peers
mutual exclusivity
- belongs to only one segment - both homogeneous and heterogeneous
Developing Strategic approach for channel mix
- build reach quickly (reach as many different people in audience segment as possible) - emphasize frequency (steadily convey message to build recall over a long period of time) - combine reach and frequency (build reach, but not at the expense of frequency)
Guide for making ethical decisions
- consider the goals and ideals you are striving for - consider the consequences of each alternative - categorical imperative - select your alternative and act
Balance
- content presents the benefits and risk of potential actions - recognizes different and valid perspectives on issues
Consistency
- content remains internally consistent over time - also should be consistent with information from other sources --> possible issues with sources and contrasting info
Social Marketing is not just mass communication, must be...
- designed to meet buyer's needs - must be priced and packaged appropriately - must be accessible with intermediary varies available - must be trialpable
The Strategic Health Communication Model - communications analysis
- market/audience segmentation - channel selection
Secondary Audience
- may indirectly receive the message - Can be anyone who will receive a copy, see, hear about or be affected by your message - The group of people that you identify. Educate and activate to influence the primary audience
Criteria for ethical issues
- must be a controversy - must involve a question of right and wrong
Things to consider when choosing channels
- understand which are most likely to reach your audience - ID the best approach for the channel mix/ multi-channel approach - focus on reach and/or frequency - evaluate the effectiveness of different channels
Related to Health Communication in Social Media Reading
-Assessed what features of social media messages made them more or less effective for Type II Diabetes - Looked at "negative affect' and "positive affect" Kind of similar to loss or gain framing Authors hypotheses that positive affect would predict higher rates of engagement with messages Found opposite—only negative affect predicted engagement -- That relation varied across the response methods --Messages with negative affect=shared less Text-only negative affect messages=higher rates of "likes" and comments --All effects minimized when combined with imagery
Quantity of arguments
-If a message has a large number of arguments, there is a tendency to accept to the message -Considered a peripheral cue
How do you find the data for pretesting
-Search the literature -Use secondary data sources (PEW, census data) -Ask a sample of your target audience (Focus groups, in depth interviews, surveys)
Other ways to segment an audience
-Sex appeal -Image -Fitness level -Pleasure -Social connection
Quality of argument
-Strong arguments create more favorable thoughts, and fewer unfavorable thoughts, than weak arguments (Petty & Cacioppo, 1984) -Related to central route
3 phases of audience segmentation
1. Divide the audience into segments, and develop profiles of these segments 2. Evaluate each segment and select one or more as target markets 3. Develop a detailed strategy for each of the segments
6 steps for advocating legislation
1. Identify issue and develop factsheet 2. Understand steps needed to enact legislation - Educate a policymaker about issue or (even better) persuade them to sponsor or author a bill addressing the issue. 3. Identify partners and form/join coalitions to strengthen likelihood of success 4. Build grassroots support 5. Use internet for advocacy 6. Work with policymakers -Get bipartisan support to increase likelihood bill will pass
VERB Campaign Formative Evaluation: Pt 1—Developing the Brand
1. Lit review to understand target audience of 9-13 y/o ("tweens") - Key finding=physical and emotional changes associated with being a tween and need to develop own identity, likes and preferences 2. Formative research on how to brand PA to tweens and formulate overarching message strategy - 48 interviews with triads of tweens - 6 FGs with parents of tweens - 2 FGs with influencers (adults who work with tweens) - 8 IDIs with industry professionals 3. Developing ads to communicate PA messages and program activities to tweens - Analyzed existing ads targeted to tweens (e.g., Nike, Nintendo, Mountain Dew, MTV) - 25 IDIs with parents and tweens - 25 parent-tween dyads kept diaries about after-school experiences and follow-up phone calls 4. Target specific segments - 12 FGs with AA tweens - 4 FGs with Asian tweens - 9 IDIs with Hispanic tweens - 8 IDIs with Native American tweens 5. Elicit brand and programming ideas from tweens (working with creative agencies) - 3 brainstorm FGs with tweens on how to get tweens to be physically active - 16 FGs and 19 IDIs with tweens - 4 FGs and 17 IDIs with parents - 8 IDIs with adult influencers
Reading: VERB Campaign Formative Evaluation: Pt 2—Developing the VERB Advertising Steps
1. Step 1: Exploratory research about what motivates tweens - 10 FGs, 10 IDIs and 16 dyadic interviews with tweens - 6 FGs and 4 IDIs with parents 2. Step 2: Concept testing à ID best message to promote PA to tweens - ~100 FGs, dyadic and triadic interviews 3. Step 3: Message testing à test near complete versions of messages and ads - ~100 FGs, dyadic and triadic interviews 4. Document and summarize findings (including conducting qualitative and thematic analyses)
Reading: VERB Campaign Formative Evaluation: Pt 2—Developing the VERB Advertising
1. Worked with advertising/creative agencies 2. VERB used a three-step qualitative process - For each step, data were collected through focus FGs, individual interviews or dyadic interviews. - Participants in the FGs and interviews were divided into 3 categories: (1) tweens (children aged 9-13), (2) parents of tweens, and (3) adult influencers of tweens - Tested materials with each targeted segment specifically - E.g., specific gender, racial, ethnic or non-English speaking groups 3. Can access the tools and outcomes of the evaluation: 4. Test the 12 positioning statements to assess what worked and didn't work for tweens - 10 FGs with tweens focused on if a given positioning statement would motivate tweens to be active 5. Concept development by creative agencies - Generate a one-word description of the core message of the campaign = the brand essence - Develop full brand concepts 6. Message testing on two brand concepts - Assess brand clarity, relevance, acceptability and credibility - 16 dyadic interviews with tweens - 8 FGs with parents 7. CDC selects the final brand - VERB.™ It's what you do!
5 Dimensions of Audience Segmentation
1. demographic (age, sex, income, education, marital status) 2. geographic (country, state, local gov't area, zip code) 3. psychographic (behavior, values, lifestyles, sexual orientation, stages of change/theory) 4. epidemiological (risk factor status) 5. benefits sought (fear reduction, money, physical attractiveness)
6 characteristics of optimal segmentation
1. mutual exclusivity 2. exhaustiveness 3. measurability 4. different responsiveness 5. reachability 6. substantial
Three of the most common sampling methods used in qualitative research:
1. purposive sampling 2. quota sampling 3. snowball sampling
Ashley Madison: 3 major components to consider Ethics of
1. the data/info we share (message) 2. the data we can collect (can v should) 3. how we segment using these data
PR form of Porter/Novelli identified 7 healthstyles of target markets
1.Decent do littles- 24% 2.Active attractives- 13% 3.Hard living hedonests- 6% 4.Tense but trying- 10% 5.Non Interested nihilists- 7% 6.Physical fanatics- 24% 7.Passively healthy- 15%
Planning Steps
A statement of Communication Objectives Definition of Data to be collected Methodology Instrumentation Data Collection Data Collection Data Processing Data Analysis Report
Framing
About how people interpret and integrate information they receive compared to what they already know
Campaign objectives: 4As
Announce Advise Activate Advocate 5th A= 2 or more
Good health communication evaluation design is
Appropriate to the particular communication activity Ensures that adequate timing is given between communication exposures and outcome evaluation Considers what level of evidence is required to convey success Considers what baseline measures are available to monitor changes over time Ensures outcome measures focus on specific communication objectives and not necessarily campaign goals, and finally Ensuring that any progress towards positive outcomes is identified by the evaluation study
Porter/Novelli "Healthstyles" Profiles
Approximately 9 out of 10 Americans fall into 1 of 7 "healthstyle" categories, based on their perceptions of health and wellness Researchers used five core health behaviors and beliefs to create the profiles The core health behaviors were: 1.Diet and nutrition u Exercise 2.Weight control 3.Smoking 4.Alcohol consumption
Health Communication in Social Media reading: Imagery
Associated with more "likes" and shares Use with positive affect (for tone) - Images that were visually appealing and messages aimed at motivating behaviors using positive or rewarding experiences
Behavior Mod Principles
Behavior is driven by its relationship to the physical, social and societal environment through a series of contingent relationships Consequences for one behavior may serve as antecedents for the following action Contingencies do not need to be experienced personally, but may be learned through observation (vicarious learning)
PH Potential - Genetics
Can tailor specifically based on risk factors, know what treatments would be most effective, etc. When more mutations & patterns are known, can aggregate data and ID patterns; predictive?
Fishbein's Attitude Changes
Change a belief - very difficult if it's a negative attitude Change the importance of the evaluative criteria
Social media refers to:
Creation and sharing of media
Availability
Content is delivered of places where audience can access it - varies according to audience, message complexity and purpose - different channels depending on needs
Pre-production
Data collected on audience characteristics - Related to understanding how and why target behavior occurs or does not occur
What is evaluation?
Defining the object of inquiry Defining the range of acceptable standards Helping to identify the comparisons that are allowed Reflects how evaluation information can be used and the objectives it helps to pursue Can help determine the evaluator's role with regard to the program
Outcome evaluation
Determines whether and how well the long-term goals were achieved
Announce
Direct audience to where obtain services, purchase or get more resources and info Directing people to where and how to get help, obtain a product, etc. It can include informing the target audience about specific media or community events
Central Route defintion
Directed at highly involved audience: more effective to reach them through messages with focus on specific attributes with focus on specific attributes after thoughtful consideration of the ideas and content of the message. The central route is based around logic and is used mainly when making major decisions
Beneficence
Doing good one should help others or at least remove from harm
Gain framed messages
Emphasize benefits of performing behavior More effective for health affirming (prevention) behaviors
Loss framed messages
Emphasize the costs of not performing the behavior More effective for illness detecting (screening) behaviors
Fear appeal
Essentially messages that are designed to scare the receiver and make them think that if they do not follow the advice in the message, the terrible thing communicate will happen to them
McGuire's Outputs
Exposure Attending Interest Comprehension Skill acquisition Attitude change Behavior Reinforcement Maintenance and generalization
Formative evaluation measures the reach of a campaign?
False
According to the TED talk "Social Media and the End of Gender" by Johanna Blakley, what demographic is driving social media use?
Females
Election Examples of Targeted Audience campaigns
Focus on Millennials + 5 issues (college costs, climate change, abortion rights, LGBT rights, immigration)
Irony of Satire Reading
Found biased self-favoring processing of political messages when offered in ambiguous form (ex: deadpan satire or parody) Liberal interpretation: Colbert = just kidding and not Republican, conservative and dislikes liberals Conservative Interpretation: Colbert = Republican, conservative and dislikes liberals Both sides found Colbert funny (Differ in perceptions of what or who is being parodied/satirized)
Default frame
Frame people use to understand world; emphasized motivations US popular culture default frame is "rugged individualism" ¢ Reinforces value of personal responsibility for overcoming harsh odds, like "pull yourself up by your bootstraps" ¢ Triumphant individual
"Applying sunscreen daily can reduce your risk of skin cancer!" is an example of:
Gain framed
Types of appeal
Heat & Light similar to ELM
consumer orientation
Idea that an organization's mission is to bring about the behavior change by meeting the target market's needs and wants
Simplified basic premise of motivation that will lead to elaboration
If a message is about a topic that matters to us, we have a reason (i.e., motivation) to pay attention to it and reflect on the ideas in that message. The less involvement in the topic, the less motivation to think about a message.
Advocacy intent
Increasing community awareness of a health issue Framing the community agenda: the issue from your perspective Creating/ maintaining a favorable attitude toward this issue Legitimizing the issue: make it salient Generate a positive mood about the issue to neutralize resistance and increase support
Peripheral Route Processing Take Away
Influenced by other cues Low cognition Lacks motivation to think deeply Receiver is passive
Everett Rogers: Diffusion of Innovations
Innovators Early adopters Early majority Late majority Laggards
Triangulation
Involves using multiple data sources in an investigation to produce understanding
Why is evaluation important
Justifying the program Providing evidence of success Evidence for the need for additional resources Increasing organizational understanding of and support for health communication Encouraging ongoing cooperative ventures with other organizations Demonstrate how well you've met communication objectives Justifying to funders To avoid making the same mistakes in the future
4 Stages of Diffusion Innovations
Knowledge Persuasion Decision Reinforcement
Peripheral cues are a short cut
Lacks the ability or motivation to think about the message This route occurs when the auditor is unable or unwilling to engage in much thought on the message
Characteristics of PSE Changes Key Take Away
Looking beyond the individual behavior change and THINK BIG!
Tailoring
Micro-marketing, user driven personalization, customization, etc. LOTS of research and data are necessary Getting it to match that particular person's needs - Marketing companies use this=predictive analysis -Social media data, website visits, items purchased and online searches
What are policy, systems, and environmental (PSE) changes?
Modifying the structure and environment so that it is conducive for healthy behaviors!
non-maleficence can be achieved in one of three ways:
Not influencing harm Preventing harm Removing harm
ONPRIME Model
O: organization N: needs/resources assessment P: priority setting R: research I: intervention M: monitoring E: evaluation
News Framed
Organized (framed) to make sense of difficult issues Some elements are left out, while others left in Coverage influences how the issue is "felt" and talked about by public
The EE module reading discussed communication contracts (where each context included a sender, a receiver and a contract). Which were the two types (or contexts) of contracts discussed?
Persuasion & Entertainment
Kotler's 4 Ps
Place Price Product Promotion (Position)
Precede-Procede Model
Phase 7 (Process evaluation) -> Phase 8 (Impact evaluation) -> Phase 9 (outcome evaluation)
Health communication evaluation process
Planning: needs assessment, strategic Plan & Logic Model Development Formative Evaluation Process Evaluation Impact Evaluation Outcome Evaluation
Low health literacy associated with many health disparities
Poorer self-management of chronic diseases Less healthy behaviors Higher rates of hospitalizations Overall poorer health Less awareness of their condition
Advise
Present facts with the intent of informing audience
Public Relations
Process used to create favorable attitudes towards an organization or cause
Advocate
Promote a social or political point of view
Pre- testing
Prototype or pilot messages are tested to understand target audience reactions before final messages are disseminated
From your reading on the Switch-Play intervention to reduce children's sedentary behavior, the process evaluation measurement included assessing:
Quantity (count of how many children came to the classes) Quality/fidelity (whether the classes were delivered as intended) Teacher reported perception of lesson appropriateness and children's enjoyment Child reported awareness and enjoyment of Switch-Play
Central processing has two prerequisites
Receiver must have both the motivation and the ability to think about the message and its topic
In The Irony of Satire of reading, the authors looked at a clip from the Colbert Report and how viewers processed it based on their own personal political beliefs (liberal or conservative). They found which of the following?
Regardless of party affiliation or beliefs, all found Colbert funny
Adoption of Innovations depends on
Relative advantage Compatibility with values Trialability without commitment Visibility
Use of EE satire implicaitons
Satire requires active interpretation and high levels of cognitive effort - Argument that because interpretation satire is highly cognitive, there is little room to think about if the comedy has truth Some argue that just laugh at it because it is hopeless and too hard too fix, so not solving If people are too funny, we don't take the time to think about solutions Reinforces existing beliefs Take-away! MUST pilot and test with your target audience if you incorporate it into your campaign
Formative research
Seeks to answer questions about target audiences and assess acceptability of message and materials
McGuire's Inputs
Source= who message= what channel= how Receiver Destination
Develop SMART Goals
Specific Measurable Achievable/attainable Realistic/relevant Timely/Time-based
Message
The WHAT Can be: rational, emotional, educational, persuasive, action-oriented
Health literacy
The degree to which individuals have the capacity to obtain, process, and understand basic health information and services need to make appropriate health decisions." the ability to read, understand, and act upon health info
Repetition
The delivery of or access to the content is continued or repeated overtime -- reinforce the message to the audience
Peripheral Route aka
The heat
Central Route Processing Take Away
Thinking about the details High cognition Requires motivation and ability Receiver is active
Qualitative Research
Used to quantify the problem by way of generating numerical data or data that can be transformed into usable statistics
Activate
Try persuade audience to pay attention to the information presented or motivate them to act intent= motivate or persuade
messages can be divided into numerous parts
Type of appeal Argument structure What is included or left out How the included material is organized The amount of material presented Extremity of claim Etc.
Haki Yako in Kenya Example
Used radio, community mobilization and interpersonal communication - radio= lead channel Result was the combo of channels reached ¾ of the adult population - Overlapping coverage increased exposure
NPR Fear messaging article
VERY related to social norms
The three conceptual factors central to MAD
What adopters think about an innovation What they think others think about the same innovation What they think about the innovation compared to alternatives
Using multiple channels leads to
a better chance of changing behavior also associated with.. - achieving objective more quickly - increasing reach - increasing frequency - greater impact
Loss framed: How does your audience perceive target behavior?
When the behavior is perceived as risky or uncertain èuse loss-framed messages (Ex: Detection/ screening behaviors ) Focus on losses of not doing behavior Ex: what happens if you do not get a mammogram? "If you fail to get a mammogram, you are reducing your chances of detecting a breast tumor in the early stages—when it is potentially curable." "If you decide not to get tested for HIV, you will not feel the peace of mind that comes with knowing your health status and may feel more anxious because you may wonder if you are ill."
Campaign
a planned set of communication activities designed to achieve a defined set of objectives
Kotler's 4 Ps aims at
a set of controllable variables that can be used to influence the buyer's response
Media Vehicle
a specific program or publication with a medium especially social media
Community Channels- activities a. channel b. audience reached c. advantages d. disadvantages
a. b. specific audience segments c. participatory, may be more credible than mass media, stimulates institutionalization of community structures, encourages sustainability d. costly, low reach, low frequency
Community Channels (media) a. channel b. audience reached c. advantages d. disadvantages
a. b. men, women, adolescents, children of community c. participatory, may be more credible than mass media, low cost d. costly to scale up, low reach beyond immediate community
Specific a. intervention b. example
a. Explicitly state what you want to happen, where and to whom as a result of your intervention b. Intervention: General: to stop teens from smoking Specific: At least 90 percent of county schools will institute campus wide no-smoking policies by 2017 Individuals: General: to walk Specific: to walk 3000 steps/day from February 1- March 1, 2016
Achievable/ attainable a. intervention b. example
a. Must be achievable and realistic Often means starting with small steps and increasing slowly to help participants build Must be concrete and incremental b. Intervention: Non-achievable: stop youth from using tobacco Achievable: reduce smoking cigarettes in youth ages 14-16 in San Diego county by 5% by January 2017 Individual: Non-achievable: Quit all tobacco use Achievable: To reduce consumption of cigarettes smoked/day by 50% from February 1 - March 1, 2016
Relevant (realistic) a. intervention b. example
a. Objective must be relevant (logically related) to the overall goals Link to outcome and impact goals Idea that these small, incremental goals will help get to the overall big goals and are clearly related b. Intervention: Not relevant (enough): To improve rates of walking in the intervention Relevant: Developing walking groups among older adults living in retirement communities to increase daily steps by an average of 10% over 6 months Individual: Not relevant (enough): To get physically fit Relevant: To attend a workout class -> 2 times a week for a period of 3 months
Measurable a. intervention b. example
a. Objectives must be measurable Allow you to track progress and document change, as well as guiding evaluation Stakeholders/funding required b. Intervention Non-measurable: to have students eat more fruits and vegetables Measurable: To increase fruit and vegetable consumption among elementary school students at Westwood Elementary school by 20% by June 2016 Individual Non-measurable: to walk more Measurable: Increase the number of daily steps (measured by pedometer) by 10% between March 1 - April 1, 2016
Timely/ time- bound a. intervention b. example
a. are limited in time and space, and thus it is critical to ensure goals are met within specificed times Identify baseline and end-point of intervention and set specific times in between those points to implement measures - If resources, follow-up after intervention is done to assess permanence - These relate to outcome and impact objectives too b. Intervention: Non-time bound: to reduce of adults who smoke b 15% Time bound: to reduce the proportion of CA adults who smoke cigarettes by 10& by 2020 Individual: Non-time bound: to eat meals with less carbs and more protein and vegetables Time-bound: to replace three meals/week with an option that has a lean protein and fresh vegetables and no simple carbs for 3 months (Feb 1-May 1)
Mass Media Channels: - TV a. audience reached b. advantages c. disadvantages
a. households, families b. come into homes, reaches large % of intended audience, delivers maximum impact, potentially cost-efficient c. expensive production costs, urban vs. rural, can be too costly, streaming/DVR
Mass Media Channels: - Radio a. audience reached b. advantages c. disadvantages
a. individuals, families, adolescents, children b. used as a personal medium in many countires, delivers frequency, helps build reach, reinforces TV messages, less expensive than TV, send messages in different languages c. fragments, can cost a lot to build reach with multiple stations, no visuals, not always easy to purchase
Mass Media Channels: - Outdoor/transit a. audience reached b. advantages c. disadvantages
a. men, women, adolescents, children b. good for awareness, building, high traffic areas, very brief message, reinforcement of other media messages c. limited time of exposure, limited message content, not very durable
Mass Media Channels: - Magazines a. audience reached b. advantages c. disadvantages
a. men, women, adolescents, youth b. segmented to reach different audiences, pass along leadership, can be prestigious c. low lead team, low frequency, literacy issue, more upscale, cost-efficiency
Mass Media Channels: - Newspapers a. audience reached b. advantages c. disadvantages
a. men/women b. mass medium, timely, length/ sizing, influential c. often high literacy, poor photos, short life space, cost efficiency
Interpersonal Channels a. channel b. audience reached c. advantages d. disadvantages
a. provider to client, spouse, peer to peer, classes b. individuals c. face to face communication leads to high credibility, most participatory, highly effective d. difficult to control messages, require expert training, costly to scale up, takes a long time to build reach
reachability
accessibility
when using central route, receiver is
active participant
exhaustiveness
all audience members must fall into a segment
Model for Accelerated Diffusion (MAD)
an integrates strategy to accelerate the diffusion of best practice interventions
A Subset of a population is selected for
any given study
Qualitative Research quantifies
attitudes, opinions, behaviors, and other defined variables
Product
behavior, purchase or other destination being promoted
Methods triangulation
checking out the consistency of findings generated by different data collection
Direct lobbying
communication about a specific bill or legislation is mentioned for support or veto.
Position
comparisons, favorable or unfavorable with other products
The consumer orientation requires what kind of research?
consumer (audience) research
Legislative advocacy:
contact made with a policymaker or legislator to discuss social or economic issues on behalf of a particular interest group or population; no specific bill or legislation is mentioned.
Light
content based or logical appeal Tells the receiver exactly what they can do to accomplish the target behavior
Reach
content gets to or is available to the largest possible number of people within the target population. number of segmented audience that will be exposed to a message
Timeliness
content is available when the audience is most receptive to the information -- or in the most need of the information
The consumer orientation needs to recognize that
customers have unique perceptions, needs and wants that we must learn about and adapt to
Formative Eval: Pre-production
data collected on audience characteristics related to message, channels, and situation in which target behavior occurs
Peripheral route to persuasion occurs when the listener
decides whether to agree with the message based on other (i.e. peripheral) cues besides the strength of the arguments or ideas
Primary Audience
directly receive the message the decision maker or the person who you are trying to change ex: the attitude or behavior
Process evaluation measures
dissemination
substantial
each segment should be sufficient for effort to be worthwhile
Risk with high entertainment is that the (health) message is
embedded in something bigger So it is MORE open to interpretation Could be interpreted literally, especially when it is ambiguous
Heat
emotional appeal includes emotional, artistic and expressive aspects of a message Ex: horror, sadness, joy, anxiety, empathy, fear, anger (influence with choice of music, colors or other sounds)
Compared to effect sizes of more traditional forms of PH, EE was
equally (or more) effective multiple leads to larger effects channel type was inconsistent and no significant effect
Source Factors
expertise (creates credibility) trustworthiness attractiveness ELM routes
Health communication targets
external structures and modifies or eliminates certain behaviors
The Strategic Health Communication Model - Use of Theory
for designing, implementing and evaluating
Paternalism
freedom is overridden to prevent harm
Exploratory research primarily used to
gain an understanding of underlying reasons, opinions, motivations, and people
When the behavior is perceived of as safe with a relatively certain outcome use
gain framed messages Ex: Prevention behaviors Focus on gains/benefits of doing behavior Ex: what happens if you use a condom? "Use of condoms can reduce the likelihood you will get HIV and other sexually transmitted diseases, as well as help prevent unintended pregnancy."
Big Data
genetics (blood samples collecteed in prior studies for different purposes) wearable technology (Apple Watch, smartphone data)
Branding
he process of pairing an image, slogan or other stimulus with a product or practice until the two become synonymous in the mind of the audience Makes product selection easier and enhances the value and satisfaction the receiver gets from the product or service People have an emotional relationship with the brand = trust
Confirmability
help ensure as far as possible that the works findings are the result of the experiences and ideas of the informants, rather than the characteristics and preferences of the researcher
peripheral route relies on
heuristics
Credibility
how congruent are the findings with reality
Extended Parallel Process Model (EPPM)
how persuasive messages are that use fear appeals
Impact Evaluation
immediate --> assess the short term effects of the intervention or campaign
Gross Rating Points
in broadcast media- the combination of reach and frequency is measured as gross rating points - only if working with advertising agencies
Exploratory research provides
insights into trends in thought and opinions and allows a researcher to dive deeper into a problem or issue
The most important activity in consumer orientation is
learn as much as possible about the people whose behavior is to be influenced
biased
less trustworthy and procedure more favorable thoughts More persuasive
Place
location where product is availablr or behavior may occur can be engineered relates to cultural and regional context
Promotion
marketing associated with product
Mass Media
means of communication that reach large numbers of people
Components of messages
modality, context, style
Ability
need for cognition and to stay focused
The Strategic Health Communication Model - evaluation and reorientation
outcome evaluation
Justice
one should treat others equally and fairly
when using peripheral route, receiver is
passive
The message derives from
pecific campaign objectives
autonomy
people have the right to choose and act
Attractiveness
physically attractive sources are more persuasive usually peripheral cue
Formative Eval: Production
prototype/pilot messages are tested to obtain audience reactions before final product created
The primary purpose of ethical standards within a profession is to
provide a framework in which to make difficult decisions
Motivation
receiver involvement (or personal relevance)
Our perceptions and expectations influence how we
respond to a situation and/or interpret a message and the source Ex from Modern Family Critical to remember that you ar NOT your target audience
measurability
segment membership can be measured from some form of data
differential responsiveness
segments should respond to different marketing strategies in different ways
The Strategic Health Communication Model - Planning
set clear objectives and know audience
KISS Principle
simple is better Brevity in phrasing; simplicity in vocabulary are key Avoid adverbial dressing gowns: "It is a serious disease", not "It is a terribly serious disease." Avoid lofty leads: "It is important to bear in mind that . . . . ." Avoid dilution: "to study", not "to make a study of . . ."
Health communication is also known as
social marketing
Peripheral route examples
source expertise, source attractiveness
Frequency
the average number of times that one person is exposed to a message
Internal Source
the communicator originating the message Can include individuals, groups, organizations or institutions, and even labels ("liberal") Often the "peripheral" source" Eg. small font on the bottom
Social Marketing definition
the design implementation, and control of programs aimed at increasing the acceptability of a social idea or practice in one or more groups of target adopters
Elaboration
the extent to which a person carefully thinks about issue relevant arguments in persuasive communication
Cultural Competence
the formative research, design, implementation and evaluation process that accounts for special issues among audiences - different population groups - different education levels and disabilities
Central Route aka
the light
External Source
the medium or person transmitting (delivery) the message Often the primary source Or can be considered whoever the individual receiving the message perceives or thinks the source is Aka the who (or whAT) THAT THE AUDIENCE PERCEIVES AS THE COMMUNICATOR
Transferability
the need for a full description of all the contextual factors impinging on the inquiry
Source
the person, organization, or other entity identified as the origin of the message
Dependability
the process within the study should be reported in detail thereby enabling a future researcher to repeat the work, if not necessary to gain the same results
The use of marketing principles to influence human behavior in order to improve health or benefit society looks at
the provision of health services from the viewpoint of the consumer
Understandability
the reading or language level and format are appropriate to the target audience
Channel
the route of the message delivery Ex: broadcast, print, display, social media
Reliability
the source of the content must be credible and the content itslef must be up to date
Central Route requires
thoughtful consideration of the arguments (ideas, content) of the message by the receiver
Health communication goal
to create change by changing peoples knowledge, attitudes, behaviors, KABs
non-malifecence
to do no harm
Qualitative Research Goal
to generalize results from a larger sample population
Source Credibility
udgements made by a perceiver concerning the believability of a communicator
Evidence Base
use of relevant scientific evidence that has undergone a comprehensive review and rigorous analysis - measures, outcome criteria, guidelines
The Strategic Health Communication Model - Implementation
use several strategies and activities
Reinforcement can be direct, but for PH promotion it has to have a
vicarious component
ELM goes beyond telling us what to put in our message, but also
when messages will be influential and how
The study's research objectives and the characteristics of the study population (such as size and diversity) determine
which and how many people to select (not generalizability)
Characteristics of PSE Changes:
¡ Ongoing ¡ Helps produce behavior change over time ¡ Community/Population level ¡ Long-term/Sustainable
Dissemination
• Amount of time • Print coverage and estimated readership • Quantities of educational materials distributed • # of speeches and presentations given • # of special events • Size of audiences at presentations and events • Feedback from staff
Outcome Evaluation Goals
• Can track disease incidence and mortality, behavior recidivism, work absenteeism, and long term maintenance of a measurable behavior. • Measures can be: tracking targeted individuals over time, policy change, public opinion, decrease (or increase) in prevalence of target behavior, advocacy or community involvement changes, etc.
Types of Outcome Evaluation Designs
• Case study (Post‐Test only) • One group pretest‐posttest design • Non-equivalent control group design • Time Series designs • Repeated Measures/Interrupted Time Series • Repeated Measures/Interrupted Time Series/Comparative
Impact Evaluation Considerations
• Is the project meeting objectives by effecting the target population's behavior? • Measures should be taken before or after, or compare those not exposed. • Impact evaluation measures can be descriptive data on a campaign and document the immediate effects of the project on the target audience. • changes in knowledge/awareness and attitudes • expressed intentions of the target audience • changes in behavior.
Example of Impact Measures for Health Communication Programs: Knowledge
• Pre & Post public surveys • Online or paper and pen or phone/interview • Ex: A public survey conducted before and after a "5 A Day" campaign found that knowledge (awareness) of the message increased by 27% • Other methods: Count referrals made, how many people have signed up for your program, or how many have attended
Example of Impact Measures for Health Communication Programs: Attitude
• Qualitative measures (e.g. IDIs), but possibly self-report on surveys if attitudes have changed • Ex: n 1988, the U.S. Surgeon General sent a pamphlet designed to influence attitudes on AIDS to every U.S. household. An evaluation conducted in Connecticut showed no change in attitude between residents who read the pamphlet and those who did not
Example of Impact Measures for Health Communication Programs: Behavior
• Self-report or objective measures of behavior changes • Ex: A weight-loss awareness program conducted at worksites took baseline preprogram weight and post-program weighed again. • Found participants lost an average of 3.5 lbs each compared to preprogram weight
Why should I conduct an evaluation?
• improve program design and implementation—It is important to periodically assess and adapt your activities • to ensure they are as effective as they can be. • help you identify areas for improvement and ultimately help you realize your goals more efficiently • demonstrate program impact, success, or progress. • allows you to better communicate your program's impact to others, which is • critical for staff morale as well as attracting and retaining support from current and potential funders
Process Evaluation Considerations
•Ongoing assessment and documentation of evaluation measures during the planning, development, and implementation phases of an intervention or campaign •Helps to determine the amount of exposure the campaign needs for behavioral change to occur
Process Evaluation Measures
•Reach and frequency •Program fidelity • Identify Problems •Partner/coalition involvement •Effectiveness of publicity, promotion, and other efforts •Media response •Cost-effectiveness
