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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    • "Estima ‑se que metade dos óbitos em cada ano depende de comportamentos evitáveis e de fatores sociais tais como, entre outros, o tabagismo, a obesidade e o alcoolismo (McGinnis e Froege, 1993). Outros estudos, especialmente na área da psicologia, da comunicação e da sociologia têm mostrado que a comunicação, o marketing e a informação em saúde são efetivos para induzir mudança nos estilos de vida bem como para reduzir os índices de mortalidade e de morbilidade (Evans et al., 2009; Neuhaser e Kreps, 2003). Assim, a partir dos anos 80, foram realizadas várias intervenções com o intuito de incentivar comportamentos saudáveis, entre as quais as campanhas tradicionais de comunicação que tinham preocupações relativas à divulgação de mensagens de especialistas para o público. "

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