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Article
Publication date: 1 February 2000

Kaye Wellings and Wendy Macdowall

Broad spectrum approaches to health promotion, using mass media techniques to reach the general population, have potential value in raising the profile of health issues, providing…

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Abstract

Broad spectrum approaches to health promotion, using mass media techniques to reach the general population, have potential value in raising the profile of health issues, providing legitimacy to efforts at community level and providing the impetus for other activities. Their cost‐effectiveness, however, is difficult to assess and has been questioned by some. This paper makes the case for a systematic approach to the evaluation of mass media health promotional interventions. Formative evaluation is needed to ensure the optimally effective design of such interventions, followed by process evaluation to identify factors which have enhanced or hindered implementation, followed by outcome evaluation, to assess the extent to which desired effects have been achieved, and adverse effects avoided. An eclectic approach to outcome evaluation is recommended including the use of experimental approaches wherever possible, but also ensuring that non‐experimental methods are rigorous and comprehensive. This review is aimed at practitioners using mass media interventions in health promotion as well as students of health promotion and its evaluation.

Details

Health Education, vol. 100 no. 1
Type: Research Article
ISSN: 0965-4283

Keywords

Article
Publication date: 1 October 2003

Mairead McCoy and Owen Hargie

This paper considers the implications of mass communications theory on public relations (PR) evaluation and briefly reviews mass communication effects, persuasion, and cognition…

3495

Abstract

This paper considers the implications of mass communications theory on public relations (PR) evaluation and briefly reviews mass communication effects, persuasion, and cognition, attitude and behaviour change theories. The implications for evaluation are then examined. Reliance on domino models is shown to be too simplistic. It is suggested that claims of PR behavioural effects may be unrealistic and it is argued that more moderate and/or alternative goals are needed if preordained failure is to be avoided. Evaluation results must be interpreted cautiously so that further significance that is not supported by theory is not assumed. This paper shows how the concept of PR evaluation could be widened to include formative evaluation and broad environmental monitoring, which are especially important in identifying and understanding why and how communication works, what its effects are, what factors restrict or facilitate effectiveness and under what conditions success can be maximised.

Details

Journal of Communication Management, vol. 7 no. 4
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 28 June 2022

Jessica Charlesworth, Caitlin Liddelow, Barbara Mullan, Henry Tan, Bree Abbott and Abbey Potter

The prevalence of foodborne illness remains high in Australia. In response, government initiatives have been implemented to inform consumers of ways to safely handle food. The aim…

Abstract

Purpose

The prevalence of foodborne illness remains high in Australia. In response, government initiatives have been implemented to inform consumers of ways to safely handle food. The aim of this study was to examine the accuracy of prompted and unprompted recall of messages from a safe food-handling media campaign in Western Australia, and whether this accuracy of prompted and unprompted recall differed by demographic factors and the mode of delivery of the campaign materials.

Design/methodology/approach

Survey responses from 121 participants (Mage = 47.15 years, SD = 15.52) who reported seeing or hearing the campaign were analysed. A series of chi-square tests were used to determine the accuracy of recall when prompted and unprompted, and the accuracy of unprompted and prompted recall across demographic factors and mode of delivery.

Findings

Results indicated that more participants accurately recalled the campaign messages when prompted (66.1%) compared to unprompted (35.5%), when they had seen outdoor advertisements (e.g. at bus stops or in shopping malls), and if they were between 30 and 45 years of age.

Originality/value

This study is the first to explore the uptake and comprehension of messages from a safe food-handling media campaign. Evaluation of safe food-handling media campaigns has shown some efficacy in relation to behaviour change; however, little is known about the uptake or comprehension of the campaign messages, and factors that may influence this.

Details

British Food Journal, vol. 125 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 8 May 2018

Beth Sundstrom, Heather M. Brandt, Lisa Gray and Jennifer Young Pierce

Cervical cancer (CxCa) incidence and mortality remain unacceptably high in South Carolina, USA, presenting an ideal opportunity for intervention. To address this need, Cervical…

Abstract

Purpose

Cervical cancer (CxCa) incidence and mortality remain unacceptably high in South Carolina, USA, presenting an ideal opportunity for intervention. To address this need, Cervical Cancer-Free South Carolina developed an academic-community partnership with researchers and students at a public university to design, implement, and evaluate a theory-based CxCa communication campaign, It’s My Time. The paper aims to discuss this issue.

Design/methodology/approach

The goal of this campaign was to decrease CxCa by increasing human papillomavirus (HPV) vaccination and appropriate screening. This paper describes the development, implementation, and evaluation of a successful theory-based CxCa prevention communication campaign for college women based on formative audience research and targeted messages delivered to audience segments through new and traditional communication channels. The health belief model (HBM) served as a theoretical framework for the campaign throughout development, implementation, and evaluation.

Findings

This campaign demonstrated the effectiveness of the HBM to address CxCa prevention, including HPV vaccine acceptability. The campaign aimed to increase perceptions of susceptibility, which were low, by emphasizing that HPV is a sexually transmitted infection. A community-based grassroots approach to addressing disparities in CxCa prevention increased benefits and decreased barriers. Social media emerged as a particularly appropriate platform to disseminate cues to action. In total, 60 percent of participants who responded to an anonymous web-based survey evaluation indicated that they received the HPV vaccine as a result of campaign messages.

Originality/value

This paper offers practical suggestions to campaign planners about building academic-community partnerships to develop theory-based communication campaigns that include conducting formative research, segmenting target audiences, engaging with young people, and incorporating social media.

Details

Journal of Communication Management, vol. 22 no. 2
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 16 August 2019

Auriane Djian, Romain Guignard, Karine Gallopel-Morvan, Olivier Smadja, Jennifer Davies, Aurélie Blanc, Anna Mercier, Matthew Walmsley and Viêt Nguyen-Thanh

In 2016, Santé publique France launched for the first time “Moi (s) Sans Tabac,” a positive social marketing campaign inspired by Public Health England’s “Stoptober” campaign, the…

Abstract

Purpose

In 2016, Santé publique France launched for the first time “Moi (s) Sans Tabac,” a positive social marketing campaign inspired by Public Health England’s “Stoptober” campaign, the aim being to trigger mass quit attempts among smokers. Both programs include a mass-media campaign, national and local cessation help interventions, and the diffusion of various tools to help smokers quit. The purpose of this paper is to analyze the two programs’, specific national contexts and to describe resulting similarities and differences regarding campaign development.

Design/methodology/approach

A contextual analysis was performed to determine differences between the two countries regarding smoking prevalence, health services and culture.

Findings

Smoking prevalence is about twice as high in France as in the UK, leading to a lower degree of de-normalization of smoking. Moreover, cessation support services are much more structured in the UK than in France: all health professionals are involved and services are located near smokers’ residences.

Practical implications

Campaign progress and cessation tools provided during both campaigns are quite similar. However, Santé publique France needed to adjust the British model by favouring a regional smoking prevention network and by building an innovative partnership strategy to reach the target.

Originality/value

The results could be useful for other countries that wish to develop a smoking cessation campaign based on the same positive messaging at local and national levels.

Details

Journal of Social Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 28 October 2014

Sanjit Sengupta and Hui-ming Deanna Wang

– The purpose of this paper is to investigate the effects of different information sources on consumer health behavior during pandemics.

Abstract

Purpose

The purpose of this paper is to investigate the effects of different information sources on consumer health behavior during pandemics.

Design/methodology/approach

We collected survey data from 321 adults in a large western US city during November 2009 by mall and street intercepts. We analyzed their beliefs, attitudes and intentions with regard to adoption of the H1N1 (swine flu) vaccine. We developed and tested two alternative models on the role of mass media and personal information sources on the attitude towards the disease and the intention to get vaccinated.

Findings

Our study finds that mass media and personal sources of information simultaneously impact perceived threat from disease (attitude) and the intention to get vaccinated during a global pandemic. Personal information sources are more effective than mass media sources in impacting both attitude and intention. While the impact of mass media weakens from the attitude stage to the intention stage, the impact of personal information sources increases from the attitude stage to the intention stage.

Originality/value

The contribution of this paper to health policy makers and marketers is to draw implications on how mass media and personal information sources could be better utilized to counter future global pandemics.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 8 no. 4
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 8 August 2018

Lauren Gurrieri, Ross Gordon, Jo Barraket, Andrew Joyce and Celia Green

This paper contributes to emerging discourse about social movements in social marketing by examining how tensions, issues and challenges may arise in areas of social change that…

3191

Abstract

Purpose

This paper contributes to emerging discourse about social movements in social marketing by examining how tensions, issues and challenges may arise in areas of social change that have attracted social movements and the ways actors can come together to drive inclusive social change agendas.

Design/methodology/approach

Through the lens of new social movement theory, a case study of the interactions and dynamics between fat activists and obesity prevention public health actors is examined. This is undertaken through a multi-method qualitative analysis of interview and archival blog data of fat activists located in Australia, which was compared with the campaign materials and formative and evaluative research related to two high profile Australian Government funded anti-obesity campaigns.

Findings

The case analysis highlights the disconnect between public health actors and the marginalized voices of those they are meant to be representing. Whilst public health actors characterise obesity as a social issue of individual responsibility, disease and rational-decision making; fat activists frame a competing collective identity of well-being, support and self-acceptance that characterise their social change efforts.

Research limitations/implications

This research highlights how complexities arise but can potentially be overcome in creating inclusive social change coalitions that incorporate the voices of citizen groups whom have mobilised into social movements. Specifically, we highlight the importance of generating a common language around obesity, the significance of collaborative and supportive relations and the need to create common unity through emotional investment and returns - a departure from the highly rational approaches taken by most social change programs.

Practical implications

Obesity is a complex social issue marked by conflict and contestation between those who are obese and the very actors working to support them. Our research contends that creating an inclusive social change coalition between these stakeholders will require a shift towards language anchored in well-being as opposed to disease, relations defined by support as opposed to an emphasis on individual responsibility and emotional investments that work to bolster self-acceptance in place of rational appeals as to the “correct” behaviours one should chose to engage in. Such steps will ensure social change program design is collaborative and incorporates the lived experiences of the very citizens such initiatives are targeted towards.

Originality/value

We contribute to wider discussions in social marketing about the development of holistic and progressive, multi-stakeholder, multi-level programs by advocating that inclusive social change coalitions united through the collective identity elements of cognitions and language, relational ties and emotional investment offer an important step forward in tackling the wicked problems that social marketers work to address.

Details

Journal of Social Marketing, vol. 8 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 28 August 2007

Sven Henkel, Torsten Tomczak, Mark Heitmann and Andreas Herrmann

This study aims to show that brand success can be improved if the brand promise that is communicated through mass media campaigns is lived up to by each employee of a company. The…

10839

Abstract

Purpose

This study aims to show that brand success can be improved if the brand promise that is communicated through mass media campaigns is lived up to by each employee of a company. The paper terms such brand consistent employee behaviour behavioural branding and identifies managerial instruments for its implementation and management.

Design/methodology/approach

The model in the paper explains the brand's contribution to company success by brand consistent employee behaviour, functional employee performance and brand congruent mass media communication. Brand consistent employee behaviour and functional employee performance in turn are modelled as determined by formal and informal management techniques as well as employee empowerment. The model is tested on a sample of 167 senior managers using partial least squares and finds empirical support. Furthermore, practical implications are provided based on additional top management focus groups.

Findings

The paper finds that behavioural branding determines the brand's contribution to company success. Further, the results show that informal management and employee empowerment have a far stronger impact on the brand consistency of employee behaviour than formal management instruments.

Practical implications

Managers should spend more time explaining and discussing targets of behavioural branding, and they should create an organisational environment that enables employees to find their own individual ways of articulating a brand to customers.

Originality/value

The framework in the paper integrates personal and non‐personal facets of interaction for a holistic explanation of brand performance. It provides a broader understanding of factors affecting the accruement of a customer's brand experience and enables researchers and practitioners to develop more consistent and promising brand management activities.

Details

Journal of Product & Brand Management, vol. 16 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 November 2000

Hae‐Kyong Bang

One example of misplaced marketing is the role of mass media in programs in the marketing of public health initiatives. After many years of mass media oriented campaigns against…

3225

Abstract

One example of misplaced marketing is the role of mass media in programs in the marketing of public health initiatives. After many years of mass media oriented campaigns against drunk driving it is clear that the goal of persuading the public to stop drinking and driving has not been achieved. Asserts that media should not be viewed as a short‐term change agent of behaviors, but rather as a change agent to gradually restructure the public’s cognition about various issues related to drunk driving. The assertion is based on agenda‐setting theory which argues that the media’s real power lies in its ability to tell the public what to think about rather than what to think.

Details

Journal of Consumer Marketing, vol. 17 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 20 September 2013

Joshua D. Newton, Fiona J. Newton, Tahir Turk and Michael T. Ewing

The ethicality of using audience segmentation in social marketing contexts has typically been framed within either a consequentialist or non-consequentialist perspective, leading…

6884

Abstract

Purpose

The ethicality of using audience segmentation in social marketing contexts has typically been framed within either a consequentialist or non-consequentialist perspective, leading to a hitherto intractable debate. This paper seeks to shed new light on this debate using two alternative ethical frameworks: the theory of just health care (TJHC) and integrative social contracts theory (ISCT).

Design/methodology/approach

The paper uses cross-sectional survey data from a Kenyan social marketing campaign that aimed to increase awareness and support for the use of anti-retroviral therapy (ART), a class of drugs that inhibit the development of HIV.

Findings

Application of the TJHC and ISCT to the Kenyan social marketing campaign revealed the use of audience segmentation to be ethically justified. Moreover, the TJHC provided a useful framework for guiding decisions about the selection of target audience(s) in health-related contexts.

Practical implications

In situations where there are known asymmetries in exposure to mass media channels, adopting a non-segmented mass-media approach may unintentionally entrench pre-existing disparities in health knowledge.

Originality/value

The application of the TJHC and ISCT to health-related social marketing contexts offers a means of resolving the longstanding debate about the ethicality of audience segmentation. The ethical principles underpinning the TJHC also provide a decision-making framework to guide discussions about whether audience segmentation should be based on cost-effectiveness (consequentialism) or need (non-consequentialism). This is particularly relevant in social marketing settings, where the resources available for conducting campaigns are often limited and segmentation decisions about the groups that are targeted or excluded can have important health-related implications.

Details

European Journal of Marketing, vol. 47 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of over 12000