Exam 3

Question 1

Pilot Testing/Piloting

Answer 1

selecting members from the target audience to review campaign and comment on materials.

Question 2

Scapegoating

Answer 2

blame one person or group for the whole problem.

Question 3

Gatekeeper

Answer 3

people in media and community who decide what info will be publicized and how.

Question 4

Social Mobilization

Answer 4

large-scale efforts in which community members and professionals work interactively to define goals, raise awareness, and create hospitable environments for healthy behaviors.

Question 5

Critical/Cultural Approach

Answer 5

Cognitive models share common focus by treating health as product of choices we make as individuals. Proposed that health is not merely the result of individual choices but intertwined with issues of culture, power, control, identity and social consciousness.

Question 6

Sensationalism

Answer 6

Media favors sensational news rather than useful information.

Question 7

Social Cognitive Theory

Answer 7

people make decisions by considering the interplay of internal and environmental factors;

Question 8

Health Belief Model

Answer 8

proposes that people base behavior choices on 5 primary considerations
1 Adversely effected if they don’t change
2 The adverse effect will be considerable
3 Behavior change will be effective in preventing the undesired outcome
4 The effort and cost of preventative behavior is worthwhile
5 They are moved to action by a eye opening occurence

Question 9

Unscheduled Interview

Answer 9

Data gathering option: Interviewers are given a list of topics but are encouraged to phrase questions as they wish and probe for more information. Useful for collecting info on feelings but not easily comparable or tallied.

Question 10

Imaginary Audience

Answer 10

Teens are overly self-conscious and feel like people are scrutinizing their appearance and behavior, these make teens sensitive to peer pressure and social approval, which can work for or against health promotion efforts.

Question 11

Personal fable

Answer 11

Adolescents often believe they are unlike other people and others do not understand them.

Question 12

Sensation Seekers

Answer 12

People who enjoy new and intense experiences.

Question 13

4 channels of communication

Answer 13

1 Reach
2 Specificity
3 Impact
4 Arousal

Question 14

Narrowcasting

Answer 14

transmit a television program, especially by cable, or otherwise disseminate information, to a comparatively small audience defined by special interest or geographical location

Question 15

Collective efficacy

Answer 15

the ability of members of a community to control the behavior of individuals and groups in the community

Question 16

Sampling

Answer 16

Choosing people to include in a focus groups, surveys and questionnaires.

Question 17

Psychological Reactance

Answer 17

adolescents desire to assert their independence and personal control

Question 18

Social Adaptation Theory

Answer 18

people evaluate messages by considering how useful the information is going to be in their lives

Question 19

Third Person Effect

Answer 19

Most of us feel we are not personally susceptible to persuasive messages in media but we think other people are

Question 20

Direct-to-Consumer Advertising

Answer 20

Selling prescription drugs in public venues such as mass media.

Question 21

Social Capital

Answer 21

the networks of relationships among people who live and work in a particular society, enabling that society to function effectively

Question 22

Trans-theoretical Model

Answer 22

People change in 5 stages (may not proceed directly from thought to change)
1 Pre-contemplation (not aware of problem)
2 Contemplation (thinking about problem)
3 Preparation (deciding to take action)
4 Action (making a change)
5 Maintenance (sticking with change 6 months or more)

Question 23

Social Marketing

Answer 23

an approach used to develop activities aimed at changing or maintaining people’s behaviour for the benefit of individuals and society as a whole

Question 24

Objective

Answer 24

Measurable (what you want to do/achieve)

Question 25

Social Norms

Answer 25

People base their behavior partly on what they consider appropriate and socially acceptable.

Question 26

What are the key principles listed in your book for designing a health campaign?

Answer 26

1 Define the situation and potential benefits
2 Analyze and segment the audience
3 Establish campaign goals and objective
4 Selecting channels of communication
5 Designing campaign goals and objectives
6 Piloting and implementing the campaign
7 Evaluating and maintaining the campaign

Question 27

Physician Marketing

Answer 27

Drugs are marketed to doctors who then make paints aware of drugs as needed.