chapter 6; media and communication channel selection and planning: the plot thickens Flashcards
as every generation evolves, the way we communicate with each other, and how we get and share information, [..]
changes
do network and cable TV, radio and even print magazines, still draw tremendous audience and have credibility unmatched by their social media counterparts
yes
these days we have multiple media options at our disposal to attract specific audiences, not only in different geographic [..] or at specific [..] of day (the traditional media market approach), but also at specific:
- [..] of life, from childhood through our senior years
- stages of a [..] (good or bad, and illness, or a disease
- moments in a [..] change journey, such as awareness, contemplation, preparation, action, and maintenance
specific, locations, times, phases, condition, behavior
the pew research center reports that [..]% of Americans use the internet
89
the [..]% of individuals that do not use the internet are mainly individuals over the age [..] ([…]% of the 11%), earn less than $30,000 annually (19%), have less than a high school or only a high school education (51%), and reside in rural locations (22%)
- 51, 22
nearly all Americans use [..] and [..] among big media devices
TV
radio
the general trend in the US is to [..] broadcast programs aired at set times (TV, radio) and print media with [..] version that can be accessed on demand through personal devices, however, this varies by demographics and time of day,
replace
digital
the Neilsen data shows that broad cast media still provide the most powerful channels to reach large numbers quickly
yes. the average adult spends 4 hours and 9 minutes watching live TV, 1 hour 52 minutes listening to an AM/FM radio, 1 hour and 43 minutes using an app or the web on a tablet, 57 minutes on the internet on a computer, 30 minutes watching time shifted TV (DVR), 14 minutes on a multimedia device, 13 minutes on a gaming console, and 7 minutes using a blu ray device
together , broadcast and interactive media provide an array of outlets for [..] communication
health
a health communication has a [..] of communication channels to choose from when deciding how best to reach an audience. but not every channel is [..] to reach them, depending on media use preferences and the characteristics of the channel.
variety, right
data from the Neilsen Company show [..] million homes with TV in the US and [..] million people older than 2 years living in these homes during the 2015-2016 TV season . overall Americans spend nearly [..] hours a week watching TV, although the amount of time spent varies greatly by demographic group.
116.4
296.8
30
in 2015, those classifying themselves as asian American had the [most or least] amount of TV viewing with an average of [..] hours a week
least
16
those self identifying as aged 65+ averaged a weekly [..] hours of TV viewing
48
the good news for health communicators is that half of all people living in a community will watch their local news on the [..], and many watch smaller [..] networks that have “niche” viewing , like cartoon networks or ESPN
TV
cable
the main downside to television is the need for high quality content, which translates into professional media [..] and [..] talent. other cons include the passive nature of TV (although interactive TV is coming) and the difficulty of finding content in the clutter of competing advertisements and programs.
production , acting
because of the [..] cost of television advertising, health communication campaigns often rely on public service announcements (PSAs). Broadcast stations are obligated to provide [..] air time as a public service but the stations have the right to select the [..] slots. many stations use their [..] advertising time, often in the [..] morning hours, to run PSAs, meaning [..] people will see them.
high, free, time. unsold, early, few
production quality is a major factor in the airing of the PSA. some [..] stations (e.g. MTV and BET) will incorporate well made PSAs into time slots that appeal [..] to their audiences. so, although you relinquish control over the broadcast schedule for a PSA, some stations and markets will give you [..] air times for your air for your target audience
cable, broadly, better
the advertising council has built its reputation on matching nonprofits and government agencies with top communication companies to produce [..] quality campaigns across [..] platforms. the Ad council takes on about 50 issues a year; the primary sponsor underwrites production [..], but talent and quite a bit of air time are donated .
high, multiple, 50, costs
radio remains the most [..] consumed media channel, with [..]% of surveyed Americans tuning in at least once a week. listening format varies greatly by market (geographic [..]), making radio one of the most customizable mass media available
popularly, 93, location
since 2014, the category of [..] music, with a 15.2% listenership, has surpassed “news, talk, information,” which has a 10.6% share.
country
all other music forms, e.g. Top 40, adult contemporary , rock, classics, urban - fall into single digit percentages of listeners; however even single digits represent millions of people tuning in every day
the main cons of radio are that people are often in locations where they cannot write down pertinent information (e.g., in their cars), so the messages you design should be both [..] and [..]. it is also generally [more or less] expensive to buy air time compared to TV, and you may be able to barter to have some paid and some free PSAs run. the more [..] it sounds, the more likely it is to be run
catchy and memorable
less, professional
for both television and radio, entertainment [..] strategies are effective ways to engage a [..] audience and create cross channel opportunities for interaction.
education , loyal
you should try to work with specific local stations and hosts to involve them in an issue [..]
directly
a pew research center study reported that newspaper readership has been steadily [..] since 2000
declining
by 2014, fewer then [..]% of 18 - 24 year olds and fewer than [..]% of those 65 and older were reading a daily newspaper
20%
60%
[..]% read the [..] version of a newspaper, the rest use other platforms, including internet and mobile, to read the same content. this means newspaper content is still read, making it a continued important place for health communication
56%, print
have magazines also found a new life with digital audiences
yes
while the association of magazine media found that readership of general interest print magazines has also [..] substantially in the past few years, including the National Enquirer and Reader’s Digest. digital readership has [..], especially for magazines that attract and measure audiences using print, digital, web, mobile, video, and social media platforms. like their print counterparts, online magazines present highly targeted, curated content and have [..] viewerships
fallen, increased,
faithful
it is estimated that there are between [..] and [..] billboards just on federal roads in the US. combining local and state roads, there are likely over [..] million highway billboards in the US today
560,000
780,000
2
Digital billboards are also becoming more common because of lower [..] price, ability to display [..] ads, and wide range of visual and graphic options
production
multiple,
because people are only seeing billboards quickly as they drive by, billboards should never be used to present [..] heath information. [long or short] messages are encouraged and especially in certain areas where people may drive by the same billboard everyday to be effective
complicated. short
similarly, transit ads are used to reach many people over an [..] period. in regions with a bus system, an advertisement on a bus is like a moving billboard that travels 14 hours a day.
extended
it is estimated that a single ad on the side of a bus will be seen 240,000 to 350,000 times in a week
transit ad e.g. are subway ads, posters in a bus stands, and taxi advertising. like billboards, transit ads should be focused on the [..] of the community that will see the messages, and message content must be [..] and [..] to be effective
needs
simple and memorable
the adoption of social media reflects a widespread sense that these tools are necessary to reach demographic groups that are abandoning traditional technologies (e.g television) and getting less of their information from expert sources
basically; People are using social media more because they believe it’s the best way to reach groups that are moving away from older technologies like TV and relying less on experts for information.
nearly two thirds of US adults ([..])% reported using social networking sites, with [..]% of young adults (18-29 years old) using them, and [..]% of those over 65.
65%
90%
35%
there were small or no differences by gender ([..]% women, [..]% men) or ethnicity (65% [..], 65% Hispanic, 56% African American).
68%, 62%
white, hispanic, African American
residents in rural areas ([..]%) were significantly less likely to use social media sites than their urban ([..]%) or suburban ([..]%) counterparts
58%
64%
68%
in a 2015 Pew survey of teens (13-17 years old), the authors reported that “…[..]% if this surveyed go online daily - including [..]% who say they are online almost constantly”
92%
24%
by race/ethnicity, similar rates are seen, with [..[ Americans spending the most time of social media (just over 6 hours a week) and [..] Americans the least (5 hours, 25 minutes a week)
african, asian
social networking sites tend to attract different followers, and the popularity of sites and their features often change
yes
[..] leads social networking with the most users and functions. end of 2017, Facebook had [..] billion monthly active users (defined as someone who has logged in to Facebook during the last 30 days) and 1.4 billion daily active users. major international phenomenon - [..]% daily active users are outside of the US and Canada
Facebook
2.13
84%
twitter is a real time information network that enables millions of users to send and read messages of up to 280 characters or less called tweets. can be posted via text message, mobile websites, or a variety of mobile and web applications. [..]% access twitter via mobile devices . [..]% are from outside the US
82%
70%
LinkedIn functions as a [..] networking site. individuals post individual profiles equivalent to a resume and receive job announcements. initial candidate screening. share information about conferences, post links to research and publications, and hold discussion. more 546 million users form over 200 countries, [..] million are students and recent college graduates
professional
546
google+ is a social media platform that uses “[..]” that create categories for your connections and “[..]” that allow for video chats with up to 10 people. instant upload feature automatically sends pictures and videos from a cellphone to a private photo album. with over 2 billion profiles, a 2015 review shows that only about [..]% have posted pubic content, most of which are comments related to Youtube
circles
hangouts
9%
Youtube is a major site for sharing user created videos . videos and associated comments serve as a forum for users to [..] with others having a common interest. elected to generate almost $4 billion in gross revenue in 2018, YT has 6 [..] hours of video viewership per month. [..] billion videos are viewed on mobile phones each day. it is estimated that almost one-[..] of internet users have used Youtube
connect
billion
third
Pinterest serves as an online bulletin board where individuals collect and “pin” media from other online sources. users create thematic boards that are searchable by the public. women outnumber mean [..] to [..] on the site (175 million total users), which trends toward commercial products and resources. over [..] million users connect their Pinterest account to their Facebook account
4 to 1
9
instagram is an online mobile photo and video sharing service that lets users share [..] or [..], often by connecting to other social networking sites like Facebook, twitter, Tumblr, and Flickr. of more than 900 million monthly users, 500 million are active daily users
privately or publicly
500
Tumblr is a microblogging platform used for sharing photos, videos, quotes, and text. it has more than 550 million users and 396 million blogs. most users are millennials, aged 18-35 years. almost [..]% of users access the service through their mobile devices
80%
Flickr is an image and video hosting social network where users can find free, attributable images. owned by Yahoo, 90 million Flickr users share a million photos daily.
image
video
reddit is an entertainment, social news networking, and news website registered users can submit content and vote (up or down) to determine the position of posted content on the webpage, must like Pinterests bulletin board system. content entries are organized by areas of interest called “subreddits”, reddit currently has over 250 million unique users, 60% of whom are [..] it has 8 billion page views a month and 5 million comments are made a day. there are over 850,000 subreddits
male
the downside to using any social media is [..] [..]
direct engagement
direct engagement allows for two way [..] and [..] communication with specific groups formed around a condition, a person, or an intervention, but it is also a double edged sword.
social and emotional
constant [..] of content is required to prevent inaccurate or distorted information and to stay updated as things change
review
the 3forMe campaign in Philadelphia used social media in a health context to urge human papillomavirus (HPV) vaccination in teenagers. the campaign also used Facebook ads and a connected website to increase awareness of the benefits of vaccination
yes
when digital media are just a small puzzle of a larger communication channel puzzle, or the target audience does not use digital media regularly, other channels must be sought
yes
estimates from a Pew Internet study indicate [..]% of US adults and [..]% of those living in US urban areas owns a mobile phone
83%
84%
African Americans and latinos report smartphone ownership (47% and 49% respectively) at [..] rates than whites (42%)
higher
mobile phones are becoming an important channel for health communication, primarily through text messaging or mHealth applications
yes
text messaging (or short message service) is the social media used most often in health communication interventions .
yes
when using social media for health education and promotion, it is essential that the site be monitored [..], so that questions and misinformation can be addressed promptly
daily
mHealth, or [..] health, can use texting as a component, but is more broadly defined as using mobile communications - such as tablets or smartphones - for health services and information.
mobile
mobile device communication allows for easy [..] and [..], tailored messages, and also provides the ability to [..] users with each other. a doctor can communicate with patients about their health; a health communicator can provide [..] information or encouragement
accessibility, personalized
connect, prevention
with a patient population, health care providers can send and receive messages about health behavior, send reminders about medications, or connect patients with other patients to provide social support, all outside the boundaries of a physical healthcare setting + prompting patients to do self assessments three times a day and provides opportunities to talk or meet with case managers as needed
yes
another strategy is to use mHealth to target a [..] group to encourage healthy behaviors not [..] to a healthcare provider or facility
specific
connected
e.g. Text 2 Survive Project
most mHealth interventions have been used to target self defined networks of users and the places frequented by others in their networks
yes
there are two ways to get users to view your messages;
inbound marketing outbound marketing
inbound marketing - the process of designing your site to be so visible, accessible, and interesting that users will want to visit your site to find what they are looking for.
outbound marketing - encourages users to visit a site by sending interruptive media (tweets, pop up ads, email blasts) to their device
when a viewer gets to your website, you want them to stay a while, look at your content, and take some action. basically, your content needs to be useful, findable, aesthetically pleasing, and especially because this is health communication, it needs to be accurate
yes
websites with 51-100 generate [..]% more traffic than those with 1-50 pages. and those with more than 1000 pages see [..] times the traffic as those with fewer than 51 pages
48%
five
the more landing pages the more leads. a landing page is how you get to a website. for most pages, the landing page is their home page, but there are reasons to have multiple landing pages (not necessarily connected to the main website) to attract different kinds of audiences and audiences from other platforms. most websites use click through landing pages with the goal of persuading the user to move onto another destination page in the site
yes
these appears to be a linear relationship between the number of monthly blog posts and inbound traffic, with no sharp break in the trend. webpages with 15 or more posts per month will see [..] times more traffic than those with none
five
the downside to website and/or blogs it they must be [..] constantly with new information to avoid appearing out of date. expert website design is needed to maximize usability and access to information . constant [..] and [..] are needed to control content, especially from users.
updated
diligence and attention
targeting information to a specific audience is difficult; websites use a more [..] communication strategy
general
shegog and colleagues state that [..]% of US teens play computer, web, console, or mobile games . of it, [..]% of teen gamers play daily and another [..]% play three to five days per week
97%
31%, 21%
gaming provides a highly customizable format for reaching adolescents through young adults with health related content. within the realm of gaming, virtual worlds provide an immersive experience that enables the user to enact [..] and experience [..], albeit on a fantasy or dramatic plane
decisions
experience
the trick with games is to develop content that has [..] power and will continue to [..] users
staying
engage
more old fashioned forms of communication should not be overlooked
yes
the standard health pamphlet is a communication medium that goes back at least [..] years, when publications concerning health and treatments for a variety of physical and mental issues were available
200
the health pamphlet or chrome has continued to be an important and economical way to reach a large population with health information
e.g. important and economical way to reach a large population with health information,
staple at health departments, clinical settings, and social service agencies
also cheap and easy to produce.
pamphlets or brochures content can be [..] easily and can be target or tailored with a variety of graphics, photos, and text . also have the benefit of being [..]; users can take them home and read them at leisure
updated
portable
one downside of using a pamphlet/brochure is that it can be easily [..] or even [..] by the intended audience, simply because there are so many others competing for attention in the doctors office or in the mail
overlooked, avoided
posters have been used for advertising since the late 19th century and are an effective tool for influencing health behavior
yes
the benefits of posters for increasing awareness about a health issue are the variety of [..] in which they can be hung and their [..] expense. content must be factual , brief, and as far as possible, matched to audience characteristics
location , low
an increasingly popular approach to health education is [..] (education + entertainment), using stories, entertainment, and theater for health and social education . many use media (e.g. Sesame Street or NCIS)
edutainment
community based edutainment can take the form of street theater, puppet shows, or role playing activities . photo novellas (graphic novels, or comic books for adults) can be used to address health issues using narrative, emotional appeal, and low literacy accessibility as features
yes
edutainment is particularly useful when audience [..] is a major issue. it has been used internationally in a variety of settings to present health information in an entertaining way,
comprehension
another growing area of health education is the use of lay health advisors, respected members of a community who have been [..] to talk about a health issue with their peers. they strengthen already [..] community network ties and contribute a unique understanding of what is needed to improve health outcomes.
trained
existing
engagement of community members with their peers in health education has a [..] impact on health behavior
positive
the ultimate decision in selecting communication channels should be based on who your target audience is already listening to, viewing, or reading
yes
the four main criteria when selecting communication channels for health communication:
1. which communication channels does your target audience [..] and have [..] to ?
2. which communication channels does your target audience say they [..]?
3. which communication channels are most [..] for communicating the content and images to the audience
4. where is your audience In its [..] of behavior adoption (e.g. ready to act vs. just contemplating), and what communication channels might be most [..] in moving them?
use, access
like
effective
stage, effective
when selecting channels of communication:
- need to match the communication to the message content (is channel credible source of info, motivation, or persuasion for your target audience)
- consider the frequency and reach of the communication channel
- production needs and costs
- consider individual who will receive your message
frequency is the number of times you can get your message to your audience
reach is how many people you actually reach with your message
(depending on your target audience, you may need more frequency to raise awareness of an issue or more reach to contact a large population. sometimes you need both
important richness factors include the following;
- interactivity/feedback: the ability of communicators to interact [..] and [..] with each other
- language variety: the ability to support common (natural, informal, conversational) language as distinct from more formal, specialized, or abstract languages (e.g. medical, legal, or mathematical)
- tailoring: the ability to [..] the message based on the needs of the recipient in real time
- affect: the ability to transmit [..] and [..]
directly and rapidly
modify
feeling and emotion
sometimes the best approach is to create a channel [..], using a variety of communication channels to [..] the likelihood that your target audience will see and hear your message. success depends on an adequate and efficient mix of channels; the goal is to mix channels so that balance gives you a more effective strategy than trying to achieve it all with one channel
mix
increase
the customer journey is an individuals experiences that begin with becoming [..] of an offering- be it an idea, product ,or service - and continues through actions taken. the journey may end with adoption of the idea of purchase of the product, or it might include post purchase or adoption advocacy
aware, actions
in our case, our “customer” is the patient/client/person we are hoping to reach with a health message that we want them to adopt or use to change behavior
the opportunities for a health communicator to engage with these customers during their journey are referred to as [..] points. it can be tangible structures or services normally associated with branding, including buildings, signage, staff clothing, packaging, and products, but they also include every communication interaction
touch
the promise of health communication rests on the ability to reach broad and diverse audiences. communicating via mobile technology and web based health websites is often [..] expensive than using traditional channels but requires the audience to have access to the internet infrastructure
broad and diverse
less
it is our responsibility to develop health communication channel strategies within an [..] context and to ensure that our messages are [..] and [..] by more than one segment of our intended audience
ecological
understandable
accessible
the pew internet survey found that some [..]% of Americans with an annual household income of less than $30,000 per year are smartphone dependent for online access. by comparison just [..]% of Americans from households earning more than $75,00 per year rely only on their smartphones for online access
13%
1%
similarily, findings across race/ethnicity show that [..]% if African Americans and [..]% of latinos are smartphone dependent compared with only [..]% of whites . access can be interrupted by financial stresses and technical constraints.
12%
13%
4%
[..]% of smartphone dependent Americans report they “frequently” reach the [..] of their data plan, and over half say that this happens [..]
30
limit
occasionally
health communicators must develop strategies to [..] the relative lack of [..] access in the digital divide where their target populations often reside
counteract
internet
almost [..] of adults in the US have basic or below health literacy skills .coupled wit a record [..] million US residents (native born, legal immigrants, and undocumented immigrants) speaking a language other than English at home
half
61.8
some of the standard - more traditional forms of health communication- brochures, health education, television - are still very effective with certain audiences
yes , the tire is to understand the communication barriers and opportunities for each audience, the challenge is to keep up with the new communication methods, add them to the established ones, and choose the best mix for each target audience.
