Article

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

ABSTRACT 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.

0 0
 · 
1 Bookmark
 · 
169 Views
  • [show abstract] [hide abstract]
    ABSTRACT: Brand communication specialists are paying increasing attention to new unconventional methods of communicating messages. One such method is ambient communication; a complex form of communication that uses elements of public spaces to convey messages designed to increase customer engagement in corporate objectives. Health communication experts agree that these methods are potentially capable of increasing both an individual's engagement with health communication and the chances that preventive information become part of peers’ discourses. However little research has been done to assess the condition under which these new, alternative methods can effectively communicate health promotion messages. This article is based on the preliminary results of a qualitative study aimed at assessing the effectiveness conditions of ambient communication to prevent unsafe practices. The study considers an ambient initiative recently promoted in Brescia (Italy) by the public institutions to reduce drink-driving by young people. It is important to study the influence of the actual risk context on the effectiveness of a health preventive message. Although the findings of the study indicate the potential ability of ambient communication to sensitise young people towards safe conducts. However, the communication actually had little impact on perceptions of the dangers of drink-driving. To be more effective preventive ambient communication needs to be both part of a more complex and articulated communication mix and designed according to a deep and ecological understanding of real social contexts especially the ways in which young people use public spaces.
    Health Risk & Society 10/2011; Risk & Society(Vol. 13):669-690. · 1.13 Impact Factor
  • [show abstract] [hide abstract]
    ABSTRACT: We conducted a Web-based randomized controlled experiment to test the efficacy of the Take Charge. Take the Test. (TCTT) campaign messages. The experiment had two conditions: (a) exposure to campaign messages and (b) no exposure. Participants completed a baseline assessment, exposure condition participants were exposed to campaign materials for 2 weeks, and all participants completed a follow-up survey at 2- and 6-weeks postbaseline. Multivariate results indicate that exposure to TCTT messages was associated with increases in key knowledge items targeted by the campaign, intentions to get tested for HIV, and increases in peer-to-peer communication about getting an HIV test.
    Health Marketing Quarterly 04/2012; 29(2):117-29.
  • [show abstract] [hide abstract]
    ABSTRACT: Public awareness campaigns have been included in universal, communitywide, and programmatic approaches aimed at preventing child abuse and neglect. More evaluation of campaign effects is needed to identify their place on the continuum of evidence-based programs. This article reports on an efficacy study of the Florida Winds of Change campaign using a randomized experimental design. Investigators conducted an online survey of a web-based panel of Florida residents with children 18 years of age or younger living in the home. Six outcomes were measured at baseline and a 30-day follow-up. Three outcomes referred to knowledge of child development, child disciplinary techniques, and community resources for parents. Prevention attitudes or beliefs, motivation, and action were also assessed. Respondents were exposed to three public service announcements and a selection of parent resource material. Logistic regression models revealed that exposure to campaign messages was associated with significant increases in all but one of the campaign outcomes.
    Journal of Health Communication 12/2011; 17(4):413-31. · 1.61 Impact Factor