Applying Quantitative Approaches to the Formative Evaluation of Antismoking Campaign Messages.

IF 2.3 Q3 BUSINESS
Sarah Parvanta, Laura Gibson, Heather Forquer, Dina Shapiro-Luft, Lorraine Dean, Derek Freres, Caryn Lerman, Giridhar Mallya, Mihaela Moldovan-Johnson, Andy Tan, Joseph Cappella, Robert Hornik
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引用次数: 26

Abstract

This article shares an in-depth summary of a formative evaluation that used quantitative data to inform the development and selection of promotional ads for the antismoking communication component of a social marketing campaign. A foundational survey provided cross-sectional data to identify beliefs about quitting smoking that campaign messages should target, as well as beliefs to avoid. Pretesting draft ads against quantitative indicators of message effectiveness further facilitated the selection and rejection of final campaign ads. Finally, we consider lessons learned from the process of balancing quantitative methods and judgment to make formative decisions about more and less promising persuasive messages for campaigns.

Abstract Image

应用定量方法对禁烟运动信息的形成性评价。
这篇文章分享了一个形成性评估的深入总结,该评估使用定量数据来为社会营销活动中禁烟传播部分的促销广告的开发和选择提供信息。一项基础调查提供了横截面数据,以确定运动信息应该针对的戒烟信念,以及应该避免的信念。根据信息有效性的定量指标对广告草案进行预测试,进一步促进了最终广告的选择和拒绝。最后,我们考虑从平衡定量方法和判断的过程中吸取的教训,以对更有希望和更少有说服力的广告进行形成性决策。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.30
自引率
16.70%
发文量
21
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