Title: Programmatic Research to Increase the Effectiveness of Health Communication Campaigns
Abstract: This article reviews a long program of research designed to investigate ways to increase the effectiveness of televised antidrug public service announcements. The review highlights the importance of audience targeting (adolescent and young adult high sensation seekers) and message design (message sensation value) in campaign research. It also emphasizes the role of theory and evaluation in programmatic research.
Publication Year: 2014
Publication Date: 2014-12-02
Language: en
Type: review
Indexed In: ['crossref', 'pubmed']
Access and Citation
Cited By Count: 19
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