L7: Mass Media

Question 1

4 types of mass media

Answer 1

1. Audio-visual broadcast
2. audio-visual non-broadcast
3. Printed material
4. Electronic

Question 2

3 issues of using mass media in health promotion

Answer 2

1. ignore macro-level factors contributing to the health of the target population
2. uncertain is the interpretation of the audience correct
3. may bring bad influence

Question 3

Mass Media Tactics: what are the 2 incentive used in mass media for health promotion

Answer 3

Fear Appeals: warn harm of health-damaging behavior
Positive Appeals: remind benefits of healthy behavior

Question 4

6 principles of effective design of mass media campaign

Answer 4

1. Research: pre-target gp
2. Use theory
3. Segment audience
4. Message: set aims & objective; shd be obvious, understandable, memoriable
5. appropraite channel
6. evaluation: impact, outcome, process

Question 5

what are the 7 social marketing tactics

Answer 5

1. segmentation
2. consumer research
3. 4Ps
4. branding
5. compete
6. exchange
7. monitor

Question 6

7 social marketing tactics: segmentation

Answer 6

classify population into different group base on their characteristics

Question 7

7 social marketing tactics: consumer research

Answer 7

belief, values, lifestyles, opinions …

Question 8

7 social marketing tactics: Marketing Mix

Answer 8

Price, Promotion, Place, Product

Question 9

7 social marketing tactics: Branding

Answer 9

By advertisement
Emotional arousal
Priming

Question 10

7 social marketing tactics: Compete

Answer 10

harming vs healthy behavior

Question 11

7 social marketing tactics: Exchange

Answer 11

compare cost & benefit

Question 12

7 social marketing tactics: Monitor

Answer 12

collect data on reular basis after health promotion campaign

Question 13

3 Strategies for using mass media for health promotion

Answer 13

Incentive
Social Marketing
Principles of effective design of mass media campaign

Question 14

2 benefits of using mass media

Answer 14

Cost effective: wide coverage & low cost
Health Persuasion: infuse message

Question 15

roles of mass media in health promotion

Answer 15

Media Advocacy: pressure public to make social & policy changes

Question 16

Explain Media Advocacy

Answer 16

1. Contextualize info: simple
2. Raise awareness & remind
3. Change behavior

Question 17

Limitation of Media Advocacy

Answer 17

1. X complex info
2. X skills
3. X change bliefs/ attitudes
4. X individualization
5. Require enabling factors