Comm Study Guide Essay

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Adam Saltzer
Health Campaigning Test #2

4/9/13 3:29 PM
1. Know the process of conducting a Health Campaign according to
Wright, Sparks and O’Hair. Pay attention to Persuasive Message
Appeals and various theories and constructs.
• Conduct Audience Analysis Research o Interviews, focus groups, surveys, available data
• Audience Segmentation
• Creating Message Content: o Gaining audience attention, persuading, motivating to take action • Channels and Message Dissemination Process
2. Pfau and Parrott’s strategies for message construction based on each of the three campaign objectives: formation, reinforcement or conversion. • Formation- when trying to form a new opinion about something in the audience, it is best to use one sided, neutral to positive information about the topic/desired behavior. It also helps if the message is personalized, so using concepts of mythos or attention to cultural traditions or ethos, the credibility of the speaker.
• Reinforcement- when trying to reinforce an existing attitude or behavior it is best to use bring up the oppositions suggested behaviors and compare your own to theirs, thus inoculating the other message and strengthening your own, in other words, trash talk other campaigns. Another strategy is to evoke emotion, but be careful, this application of pathos will only be effective if only one type of emotion is evoked.
• Conversion- when trying to change an attitude from where it currently is to your desired outcome, it is most effective to use logos, logical appeals, and to use two-sided messages. This means that a logical comparison using hard facts and honest information to compare and contrast behaviors in your favor is the most effective.
Similar to inoculation, but keep in mind that people who already have formed opinions about things may be likely to defend them even stronger if challenged, causing a boomerang effect.
3. What are the 5 Characteristics of an Effective HCC?
• Define the Communication Campaign Goal Effectively:

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•

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o Describe the specific objectives of the campaign an integrate these into the campaign plan
Define the Intended Audience Effectively: o Learn as much as possible about the intended audience; add information about beliefs, current actions and social/physical environment. Create Messages Effectively: o Select a few well constructed messages and also consider how you will reach your targeted audience.
Pretest and Revise Messages and Materials: o Pretest messages and materials with people who share the

attributes of the intended audiences.
• Implementing the Campaign Effectively: o Follow the plans you developed at the beginning of the campaign and communicate with media partners and audience as necessary to make sure that the campaign runs smoothly. 4. What are the three most common ways to segment an audience?
• Geographic- Where does the audience live?
• Demographic- What is their income, age, gender, etc.
• Psychographic/Behavioral- What is their lifestyle, habits, preferences, attitudes, beliefs, etc.
5. What information is commonly collected on a health topic?
• 1. Incidence and Prevalenceo Incidence is the number of new cases per year or time period, prevalence is the number of cases that exists in the entire population. • 2. Who is effected?
• 3. What are the possible causes and what are some possible preventative measures?
• 4. What are the effects and consequences of the health problem?
• 5. What other similar research or campaigns have been done?
6. What are Rice and Atkin’s types of pretesting techniques used in developing HC messages?
• Focus Group Interviews- using a discussion outline, a mediator talks with 8 to 10 participants, and allows them to talk freely and

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spontaneously. Focus groups consist of hand-chosen people, often in the targeted audience segment.
Individual In-Depth Interviews- One on one interviews that last for up to two
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