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Designing Health Messages : Approaches from Communication Theory and Public Health Practice - Edward W. Maibach

Designing Health Messages

Approaches from Communication Theory and Public Health Practice

Paperback Published: 1st April 1995
ISBN: 9780803953987
Number Of Pages: 320

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How do you design an effective message for a health campaign? This book explores this question from both practical and theoretical perspectives. The contributors demonstrate the necessity of basing message design decisions on appropriate theories of human behavior and communication effectiveness by synthesizing and integrating knowledge and insights from theory and research in communication and health behavior change. This book will be an essential aid to designing messages for use in health communication campaigns.

Theory-Driven Approaches to Health Message Design
Motivation to Attend to Health Messages
Presentation of Content and Linguistic Considerations
Encouraging Risk Reduction
A Decision-Making Approach to Message Design
Moving People to Behavior Change
A Staged Social Cognitive Approach to Message Design
Fear Appeals in Health Promotion Campaigns
Too Much, Too Little, or Just Right?
Thinking Positively
Using Positive Affect When Designing Health Messages
Designing Messages for Behavioral Inoculation
Reaching Young Audiences
Developmental Considerations in Designing Health Messages
Fishing for Success
Using the Persuasive Health Message Framework to Generate Effective Campaign Messages
Audience-Centered Strategies for Health Message Design
Using Research to Inform Campaign Development and Message Design
Examples from the 'American Responds to AIDS' Campaign
Choosing Audience Segmentation Strategies and Methods for Health Communication
The Gatekeeping Process
The Right Combinations to Unlock the Gates
Use of Database Marketing and Consumer-Based Health Communication in Message Design
An Example From the Office of Cancer Communication's '5 a Day for Better Health' Program
Combining Theory and Practice: Additional Considerations
Supplementing Health Campaign Messages
Recent Developments in Informing Patients about Their Prescription Drugs
Enabling Health
Policy and Administrative Practices at a Crossroads
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780803953987
ISBN-10: 0803953984
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 320
Published: 1st April 1995
Country of Publication: US
Dimensions (cm): 21.39 x 14.78  x 2.13
Weight (kg): 0.43

Earn 277 Qantas Points
on this Book