Exam Two - Steps of Planning a Health Campaign Questions & Answers
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Course
Steps of Planning a Health Campaign
Institution
Steps Of Planning A Health Campaign
1. Defining Benefits & Situation - ANSWERSWhat are the benefits, assessing the current situation
2. Analyzing & Segmenting the Audience - ANSWERSAudience analysis is key, data collection: gather various information via different methods to know your audience
Segmenting - ANSWERSIdentifying sp...
Exam Two - Steps of Planning a Health
Campaign Questions & Answers
1. Defining Benefits & Situation - ANSWERSWhat are the benefits, assessing the
current situation
2. Analyzing & Segmenting the Audience - ANSWERSAudience analysis is key, data
collection: gather various information via different methods to know your audience
Segmenting - ANSWERSIdentifying specific groups who are alike in important ways &
whose involvement is important to the purpose of the campaign; avoid grouping by
superficial attributes; instead group by similar goals & experiences
Audience as a Person - ANSWERSImaginary Audience, Psychological Reactance,
Personal Fable
3. Establishing Campaign Goals & Objectives - ANSWERSGoals - broad statement of
what you want to accomplish, Objective - measureable; what you want to do/achieve
4. Selecting Channels of Communication - ANSWERSChannel - what does your
audience most likely use/trust?
Reach - ANSWERSNumber of people exposed in a channel
Specificity - ANSWERSHow accurately messages can be targeting to a specific group
in a channel
Impact - ANSWERSHow influential a message is likely to be in a channel
Arousal - ANSWERSHow emotionally stimulating & exciting message content is in a
channel
5. Designing & Implementing a Campaign - ANSWERSListen & ask questions, choose
a voice/source; if audience can relate to source, spokesperson should be similar to
audience & the audience will be more likely to believe the source
Designing the Message - ANSWERSDesign is effective if it meets the community
expectations of relevance & meaning; logical & emotional appeals
Logical Appeal - ANSWERSWhen a message educates people & demonstrates link
between behavior & result
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