chapter 6; media and communication channel selection and planning: the plot thickens

Question 1

as every generation evolves, the way we communicate with each other, and how we get and share information, [..]

Answer 1

changes

Question 2

do network and cable TV, radio and even print magazines, still draw tremendous audience and have credibility unmatched by their social media counterparts

Answer 2

yes

Question 3

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

Answer 3

specific, locations, times, phases, condition, behavior

Question 4

the pew research center reports that [..]% of Americans use the internet

Answer 4

89

Question 5

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%)

Answer 5

11. 65. 34. 19. 51, 22

Question 6

nearly all Americans use [..] and [..] among big media devices

Answer 6

TV
radio

Question 7

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,

Answer 7

replace
digital

Question 8

the Neilsen data shows that broad cast media still provide the most powerful channels to reach large numbers quickly

Answer 8

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

Question 9

together , broadcast and interactive media provide an array of outlets for [..] communication

Answer 9

health

Question 10

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.

Answer 10

variety, right

Question 11

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.

Answer 11

116.4
296.8
30

Question 12

in 2015, those classifying themselves as asian American had the [most or least] amount of TV viewing with an average of [..] hours a week

Answer 12

least
16

Question 13

those self identifying as aged 65+ averaged a weekly [..] hours of TV viewing

Answer 13

48

Question 14

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

Answer 14

TV
cable

Question 15

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.

Answer 15

production , acting

Question 16

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.

Answer 16

high, free, time. unsold, early, few

Question 17

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

Answer 17

cable, broadly, better

Question 18

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 .

Answer 18

high, multiple, 50, costs

Question 19

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

Answer 19

popularly, 93, location

Question 20

since 2014, the category of [..] music, with a 15.2% listenership, has surpassed “news, talk, information,” which has a 10.6% share.

Answer 20

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

Question 21

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

Answer 21

catchy and memorable
less, professional

Question 22

for both television and radio, entertainment [..] strategies are effective ways to engage a [..] audience and create cross channel opportunities for interaction.

Answer 22

education , loyal

Question 23

you should try to work with specific local stations and hosts to involve them in an issue [..]

Answer 23

directly

Question 24

a pew research center study reported that newspaper readership has been steadily [..] since 2000

Answer 24

declining

Question 25

by 2014, fewer then [..]% of 18 - 24 year olds and fewer than [..]% of those 65 and older were reading a daily newspaper

Answer 25

20% 60%

Question 26

[..]% 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

Answer 26

56%, print

Question 27

have magazines also found a new life with digital audiences

Answer 27

yes

Question 28

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

Answer 28

fallen, increased, faithful

Question 29

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

Answer 29

560,000 780,000 2

Question 30

Digital billboards are also becoming more common because of lower [..] price, ability to display [..] ads, and wide range of visual and graphic options

Answer 30

production multiple,

Question 31

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

Answer 31

complicated. short

Question 32

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.

Answer 32

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

Question 33

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

Answer 33

needs simple and memorable

Question 34

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

Answer 34

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.

Question 35

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.

Answer 35

65% 90% 35%

Question 36

there were small or no differences by gender ([..]% women, [..]% men) or ethnicity (65% [..], 65% Hispanic, 56% African American).

Answer 36

68%, 62% white, hispanic, African American

Question 37

residents in rural areas ([..]%) were significantly less likely to use social media sites than their urban ([..]%) or suburban ([..]%) counterparts

Answer 37

58% 64% 68%

Question 38

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"

Answer 38

92% 24%

Question 39

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)

Answer 39

african, asian

Question 40

social networking sites tend to attract different followers, and the popularity of sites and their features often change

Answer 40

yes

Question 41

[..] 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

Answer 41

Facebook 2.13 84%

Question 42

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

Answer 42

82% 70%

Question 43

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

Answer 43

professional 546

Question 44

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

Answer 44

circles hangouts 9%

Question 45

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

Answer 45

connect billion third

Question 46

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

Answer 46

4 to 1 9

Question 47

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

Answer 47

privately or publicly 500

Question 48

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

Answer 48

80%

Question 49

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.

Answer 49

image video

Question 50

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

Answer 50

male

Question 51

the downside to using any social media is [..] [..]

Answer 51

direct engagement

Question 52

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.

Answer 52

social and emotional

Question 53

constant [..] of content is required to prevent inaccurate or distorted information and to stay updated as things change

Answer 53

review

Question 54

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

Answer 54

yes

Question 55

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

Answer 55

yes

Question 56

estimates from a Pew Internet study indicate [..]% of US adults and [..]% of those living in US urban areas owns a mobile phone

Answer 56

83% 84%

Question 57

African Americans and latinos report smartphone ownership (47% and 49% respectively) at [..] rates than whites (42%)

Answer 57

higher

Question 58

mobile phones are becoming an important channel for health communication, primarily through text messaging or mHealth applications

Answer 58

yes

Question 59

text messaging (or short message service) is the social media used most often in health communication interventions .

Answer 59

yes

Question 60

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

Answer 60

daily

Question 61

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.

Answer 61

mobile

Question 62

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

Answer 62

accessibility, personalized connect, prevention

Question 63

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

Answer 63

yes

Question 64

another strategy is to use mHealth to target a [..] group to encourage healthy behaviors not [..] to a healthcare provider or facility

Answer 64

specific connected e.g. Text 2 Survive Project

Question 65

most mHealth interventions have been used to target self defined networks of users and the places frequented by others in their networks

Answer 65

yes

Question 66

there are two ways to get users to view your messages; inbound marketing outbound marketing

Answer 66

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

Question 67

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

Answer 67

yes

Question 68

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

Answer 68

48% five

Question 69

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

Answer 69

yes

Question 70

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

Answer 70

five

Question 71

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.

Answer 71

updated diligence and attention

Question 72

targeting information to a specific audience is difficult; websites use a more [..] communication strategy

Answer 72

general

Question 73

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

Answer 73

97% 31%, 21%

Question 74

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

Answer 74

decisions experience

Question 75

the trick with games is to develop content that has [..] power and will continue to [..] users

Answer 75

staying engage

Question 76

more old fashioned forms of communication should not be overlooked

Answer 76

yes

Question 77

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

Answer 77

200

Question 78

the health pamphlet or chrome has continued to be an important and economical way to reach a large population with health information

Answer 78

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.

Question 79

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

Answer 79

updated portable

Question 80

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

Answer 80

overlooked, avoided

Question 81

posters have been used for advertising since the late 19th century and are an effective tool for influencing health behavior

Answer 81

yes

Question 82

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

Answer 82

location , low

Question 83

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)

Answer 83

edutainment

Question 84

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

Answer 84

yes

Question 85

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,

Answer 85

comprehension

Question 86

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.

Answer 86

trained existing

Question 87

engagement of community members with their peers in health education has a [..] impact on health behavior

Answer 87

positive

Question 88

the ultimate decision in selecting communication channels should be based on who your target audience is already listening to, viewing, or reading

Answer 88

yes

Question 89

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?

Answer 89

use, access like effective stage, effective

Question 90

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

Answer 90

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

Question 91

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 [..]

Answer 91

directly and rapidly modify feeling and emotion

Question 92

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

Answer 92

mix increase

Question 93

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

Answer 93

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

Question 94

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

Answer 94

touch

Question 95

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

Answer 95

broad and diverse less

Question 96

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

Answer 96

ecological understandable accessible

Question 97

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

Answer 97

13% 1%

Question 98

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.

Answer 98

12% 13% 4%

Question 99

[..]% of smartphone dependent Americans report they "frequently" reach the [..] of their data plan, and over half say that this happens [..]

Answer 99

30 limit occasionally

Question 100

health communicators must develop strategies to [..] the relative lack of [..] access in the digital divide where their target populations often reside

Answer 100

counteract internet

Question 101

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

Answer 101

half 61.8

Question 102

some of the standard - more traditional forms of health communication- brochures, health education, television - are still very effective with certain audiences

Answer 102

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.