Assessing Audience Members' Ability to Identify the Media Source of a Health Campaign Disseminated via Different Media

Frontiers in Public Health

Simone Pettigrew¹ 

关键词: campaign evaluation;    mass media;    campaign recall;    television;    digital media;   

DOI  :  10.3389/fpubh.2018.00196

学科分类：卫生学

来源: Frontiers

【 摘 要 】

Background: An important criterion for health campaign media selection is the ability to achieve campaign awareness among target audiences. However, existing campaign exposure metrics cannot be applied across both traditional and digital media, which complicates decision making. The present study assessed the validity of using self-report as a measure of the extent to which different types of media achieve campaign awareness to assist in determining appropriate media budget allocations.

【 授权许可】

CC BY