Using Online Message Testing to Evaluate TV Ads, Select Effective Messaging, and Improve Public Health Campaigns

2016 ◽  
Vol 22 (3) ◽  
pp. 179-199 ◽  
Author(s):  
Andrea Mowery ◽  
Paul Riedesel ◽  
Marietta Dreher ◽  
Barbara A. Schillo ◽  
Jessie E. Saul
Keyword(s):  
Public Health ◽  
Online Survey ◽  
Program Effectiveness ◽  
Target Audience ◽  
Health Campaigns ◽  
Media Campaigns ◽  
Message Testing ◽  
Control And Prevention ◽  
Public Health Campaigns ◽  
Intended Effect

Background: This article describes two examples of online ad testing used to assess effectiveness of tobacco control ads in Minnesota (United States). The U.S. Centers for Disease Control and Prevention (CDC) recommends mass-media campaigns to change tobacco-related attitudes and encourage quitting. ClearWay MinnesotaSM uses online surveys to test ads with target audiences, select the most effective ads, and complement traditional evaluations of its campaigns. Two examples in this article demonstrate the method and how results have been used. Methods: Example 1 used an online survey to test two ad campaigns with 600 tobacco users. Participants were randomly assigned to evaluate two CDC Tips From Former Smokers ads and two ClearWay Minnesota QUITPLAN® Services ads for motivational effectiveness. In Example 2, 805 adult Minnesotans evaluated three of ClearWay Minnesota’s Still a Problem educational ads to determine whether the campaign was having the intended effect on its target audience. Results: Results for Example 1 revealed CDC’s ads were more effective than QUITPLAN Services ads in motivating tobacco users to seek help. Results for Example 2 demonstrated that the Still a Problem campaign was having the intended effect on the target audience. Discussion: Example 1 results compelled ClearWay Minnesota to tag CDC’s ads with the QUITPLAN Services brand and buy more advertising time. Observed service volumes increased. Example 2 results suggested no need for adjustments to change the Still a Problem campaign because it was working as intended. Traditional evaluation requires longer time frames than online testing. Online message testing can inform social marketing and educational campaign development in real time, typically for less cost than traditional methods. Conclusions: Online message testing is an efficient way to test ads, improve program effectiveness, and protect investments in public health marketing campaigns.

Viral Marketing for Public Health Campaigns in Social Networks

2021 ◽  
Vol 11 (2) ◽  
pp. 313-320
Author(s):  
Xiaofeng Wang ◽  
Wei Zhuo ◽  
Qianyi Zhan ◽  
Yuan Liu
Keyword(s):  
Public Health ◽  
Social Networks ◽  
Information Diffusion ◽  
Viral Marketing ◽  
Target Audience ◽  
Health Campaigns ◽  
Public Health Campaign ◽  
Network Information ◽  
Target Network ◽  
Public Health Campaigns

Viral marketing for public health campaigns aims at identifying a group of seed users to maximize the message of public health information in a target social network. Different from traditional viral marketing problems, public health campaigns try to expand social influence in the target network, meanwhile it also focus on their target audience, who are difficult to discover. Meanwhile, besides the target network, users nowadays can also participate many other social networks. Discovering target audience and viral marketing in these networks, referred to as the source networks, can be relatively easier, and the shared users can act as intermediate nodes transmitting information from these networks to the target one. In this paper, we propose to carry viral marketing for public health campaign in the target network in a roundabout way, by selecting seed users from the target and other external networks and influence users through intra- and inter-network information diffusion. To achieve such an objective, a new inter-network information diffusion model IPADH is introduced in this paper. Based on IPADH, cross-network viral marketing framework IMDP is proposed to solve the problem. Extensive experiments are conducted on anti-smoking campaign datasets, and results demonstrate that IMDP can outperform traditional intra-network viral marketing methods with significant advantages.

scholarly journals Trustworthiness of Doctors from Public Health Campaigns

2020 ◽  
Author(s):  
Jens Koed Madsen
Keyword(s):  
Public Health ◽  
Message Content ◽  
Health Campaigns ◽  
Four Dimensions ◽  
Exploratory Factor Analyses ◽  
Ethical Stance ◽  
Public Health Campaigns ◽  
The Uk ◽  
Meta Analyses ◽  
The Impact

Previous research concerning the effectiveness of public health campaigns have explored the impact of message design, message content, communication channel choice and other aspects of such campaigns. Meta analyses reported in the literature reveal, however, that the choice of endorsers in health campaigns remains unexplored. The present study addresses this gap in the literature by studying what makes doctors from public health campaigns appear trustworthy in the eyes of the receiver. The present research examines propensity for trust as well facets of trustworthiness of such expert doctors based on a survey carried out in the UK (155 respondents). Underlying factors of trustworthiness are explored to gain more insight into the understanding of how trust may affect the public’s belief updating and the formation of intentions. Exploratory factor analyses suggest four dimensions of trustworthiness. Multiple regression analyses demonstrate that these factors explain almost 70% of the variance in the participants’ expressed trust in doctors from public health campaigns. Doctors’ ethical stance and their care for the health of the general population appear to be more important for perceived trustworthiness than their actual professional background, although their abilities and competences are closely related to ethics and benevolence. For policy makers this has important implications when selecting endorsers for public health campaigns in order to design effective health related communication, for example to combat obesity.

scholarly journals Prevalence of Tobacco Use and Efforts for Tobacco Control in The Democratic People’s Republic of Korea

2021 ◽  
Author(s):  
Heeje Lee ◽  
Minah Kang ◽  
Sangchul Yoon ◽  
Kee B. Park
Keyword(s):  
Public Health ◽  
Tobacco Control ◽  
Tobacco Use ◽  
Republic Of Korea ◽  
World Health ◽  
Online Media ◽  
Health Campaigns ◽  
Media Content Analysis ◽  
Public Health Campaigns ◽  
Health Organization

Abstract Tobacco use is one of the main public health concerns as it causes multiple diseases. The Democratic People’s Republic of Korea (DPRK) is one of the 168 signatory countries of the World Health Organization (WHO) member states agreed to adopt the WHO Framework Convention of Tobacco Control (FCTC). However, there is lack of information regarding the tobacco use in the DPRK and the government’s efforts for tobacco control. The aim of the study was to find the prevalence of tobacco use among the DPRK people and the government’s efforts to control tobacco use among its population, through literature review combined with online media content analysis. In 2020, the prevalence of tobacco smoking in males of 15 years and older was 46.1%, whereas that in females was zero. The online media contents showed the DPRK government’s stewardship to promote population health by controlling tobacco use. Furthermore, the DPRK government has taken steps to implement the mandates of the FCTC including introduction of new laws, promotion of research, development of cessation aids, as well as public health campaigns.

The role of Science Literacy, Trust, and Impulsivity on Adherence to COVID-19 Recommendations: Cross-sectional Study (Preprint)

2021 ◽  
Author(s):  
Perla Amalia Vargas ◽  
Nicole M Lee ◽  
Scott Barclay
Keyword(s):  
Online Survey ◽  
Science Literacy ◽  
Cross Sectional Study ◽  
Health Campaigns ◽  
Sources Of Information ◽  
Cross Sectional ◽  
Fox News ◽  
Positive Attitudes ◽  
Public Health Campaigns ◽  
Perfect Adherence

BACKGROUND To slow down transmission and prevent deaths in the face of the severe acute respiratory syndrome coronavirus 2 (COVID-19) pandemic, the public needs to adhere to recommendations to limit exposure and the spread of the disease. There is emerging evidence that television viewership choices and partisanship are associated to adherence to COVID-19 -related preventive recommendations. On the other hand, some suggest that believing fake news may be due to impulsivity or a lack of thinking rather than partisanship. OBJECTIVE To test whether 1) individuals with high levels of impulsivity will be less likely to adhere to COVID-19 recommendations; and 2) if the odds of adhering to the recommendations will be higher for those with positive attitudes toward science, higher levels of science literacy, and COVID-19 knowledge, who get their news from scientific/reliable sources. METHODS We conducted a cross-sectional online survey administered via Qualtrics (Provo, UT). COVID-related survey items were extracted from recent COVID-19 studies. Respondents completed assessments on impulsiveness, perception of scientists and science literacy. selected their common sources of information including conservative and liberal media (e.g., Fox News or One America News Network – OANN and MSNBC or CNN). The sample was recruited from Amazon’s Mechanical Turk (MTurk) and from the student population of a large university in the southwestern U.S. After removing incomplete responses, the final sample included 1223 cases. RESULTS Consistent with previous reports, compared to respondents who got their News from sources other than Fox News or OANN, those who reported Fox News or OANN as their main source of information had significantly lower scores of COVID-19 knowledge. Consistent with our hypotheses, we found that impulsivity was associated with adherence: high scores was associated to adherence failure while low scores were associated to perfect adherence. COVID-19 knowledge and trust in scientists showed the same significant associations: high knowledge scores were associated to perfect adherence and low to failure. Contrary to our hypothesis, Science Literacy did not predict adherence. Finally, race was also significantly associated with adherence: being white was associated to adherence failure while being non-white predicted perfect adherence. CONCLUSIONS To increase voluntary adherence to COVID-19 measures, it is critical to implement public health campaigns that foster trust in authorities –Republican and Democrat-- and leverage trustworthy individuals in the community to disseminate information. For individuals with high levels of impulsivity, environmental restructuring, and/or nudging may be necessary to increase adherence to preventive recommendations.

COVIDiots and Cogency

2021 ◽  
pp. 62-85
Author(s):  
Roy Schwartzman ◽  
Jenni M. Simon
Keyword(s):  
Public Health ◽  
United States ◽  
The United States ◽  
Heuristics And Biases ◽  
Health Campaigns ◽  
Broadcast Media ◽  
Attitudes And Behaviors ◽  
And Behaviors ◽  
Public Health Campaigns ◽  
Health Experts

The COVID-19 pandemic in the United States spawns a perplexing polemic. Intransigent coronavirus skeptics who defy public health recommendations often get cast as ideological zealots or as perniciously ignorant. Both characterizations overlook a more fundamental epistemic opposition. The authors recast the conflict between COVID-19 skeptics and public health advocates as the rhetorical incompatibility between the deliberative, scientifically grounded public health experts and the intuitive, emotion-driven mental heuristics of the non-compliant. This study examines the discourse of COVID-19 misinformation purveyors on broadcast media and online. Their main contentions rely on heuristics and biases that collectively not only undermine trust in particular medical experts, but also undercut trust in the institutions and reasoning processes of science itself. The findings suggest ways that public health campaigns can become more effective by leveraging some of the intuitive drivers of attitudes and behaviors that scientists and argumentation theorists routinely dismiss as fallacious.

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