Efficacy Methods to Evaluate Health Communication and Marketing Campaigns

The George Washington University, Washington, DC, USA.
Journal of Health Communication (Impact Factor: 1.61). 07/2009; 14(4):315-30. DOI: 10.1080/10810730902872234
Source: PubMed


Communication and marketing are growing areas of health research, but relatively few rigorous efficacy studies have been conducted in these fields. In this article, we review recent health communication and marketing efficacy research, present two case studies that illustrate some of the considerations in making efficacy design choices, and advocate for greater emphasis on rigorous health communication and marketing efficacy research and the development of a research agenda. Much of the outcomes research in health communication and marketing, especially mass media, utilizes effectiveness designs conducted in real time, in the media markets or communities in which messages are delivered. Such evaluations may be impractical or impossible, however, imiting opportunities to advance the state of health communication and marketing research and the knowledge base on effective campaign strategies, messages, and channels. Efficacy and effectiveness studies use similar measures of behavior change. Efficacy studies, however, offer greater opportunities for experimental control, message exposure, and testing of health communication and marketing theory. By examining the literature and two in-depth case studies, we identify advantages and limitations to efficacy studies. We also identify considerations for when to adopt efficacy and effectiveness methods, alone or in combination. Finally, we outline a research agenda to investigate issues of internal and external validity, mode of message presentation, differences between marketing and message strategies, and behavioral outcomes.

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Available from: Doug Evans, Sep 18, 2014
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    • "nce the beginning of Michigan ' s BTB eradication program , driven by perceptions of fairness and agency legitimacy ( Carstensen et al . 2011 ) . As with any management intervention , evaluation is needed to assess the effects of communication and planning for future activities . An experimental approach improves reliability of these evaluations ( Evans et al . 2009 ) . Our research objectives were to 1 . Design and implement a persuasive risk communication campaign aimed at motivating antlerless deer hunters to hunt for and harvest more antlerless deer in the upcoming hunting season than they did the previous season ; 2 . Experimentally evaluate the efficacy of exposure to the persuasive communica"
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    • "The aim was to recruit at least 30 individuals for each of the six different activities who had definitely been exposed to the communication. Communication activities are typically aimed to reach maximum numbers with limited resources and failure to detect results is often due to lack of exposure (Evans et al., 2009). Participants completed two surveys, one immediately following the communication activity, and a second four to five weeks later. "
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    • "For these reasons, the traditional assessment of media communication effectiveness so far appears partial. It has mainly focused on the communication initiative itself; namely, the message reception context, including the features of the advertiser and of the message (for reviews see Harris 2004, Noar 2006, Mazzara 2008, Evans et al. 2009, Graffigna and Bosio 2009). Little research has been done on the quality/quantity of interpersonal exchanges activated by a message as well as on its capacity to encourage a concrete redefinition of the practices related to health behaviours in real risk environments (e.g. "
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    ABSTRACT: Export Date: 1 September 2012, Source: Scopus
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