PH 402: Final Exam Study Guide

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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


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