Is Message Testing Really Necessary?

2020 ◽  
Vol 18 (5) ◽  
pp. 6-6
Keyword(s):  
Message Testing

2012

2019 ◽  
pp. 147-178
Author(s):  
Jennifer Stromer-Galley
Keyword(s):  
Social Media ◽  
Data Driven ◽  
Maximum Effect ◽  
Media Environment ◽  
Presidential Candidates ◽  
Demographic Groups ◽  
Message Testing ◽  
Complex Hybrid

The 2012 presidential candidates refined proven practices and ran the most data-driven campaigns in history. The candidates deployed social media, strategic online ad buys, and used their websites as the cornerstones of their campaign practices in the increasingly complex, hybrid media environment. Obama’s and Romney’s campaigns produced a variety of tactics to interact with supporters in a way that suggested that controlled interactivity had been perfected. They built massive voter files to target usual demographic groups while expanding to new groups typically unreached by campaigns and conducted careful message testing to yield maximum effect. Yet, for the carefully scripted work to structure interactivity between supporters and the campaign and among supporters to greatest advantage for the candidate, a substantial challenge remained: how to manage messaging in the complex, hybrid media environment where gaffes and opposition discourse can be amplified in ways unintended and with unknown consequences for campaigns.

scholarly journals Using Market Research to Characterize College Students and Identify Potential Targets for Influencing Health Behaviors

2010 ◽  
Vol 16 (4) ◽  
pp. 41-69 ◽  
Author(s):  
Carla J. Berg ◽  
Pamela M. Ling ◽  
Hongfei Guo ◽  
Michael Windle ◽  
Janet L. Thomas ◽  
...  
Keyword(s):  
College Students ◽  
Health Behaviors ◽  
Binge Drinking ◽  
Undergraduate Students ◽  
Market Research ◽  
Online Survey ◽  
Health Campaigns ◽  
Market Segments ◽  
Message Testing ◽  
Health Related

Marketing campaigns, such as those developed by the tobacco industry, are based on market research, which defines segments of a population by assessing psychographic characteristics (i.e., attitudes, interests). This study uses a similar approach to define market segments of college smokers, to examine differences in their health behaviors (smoking, drinking, binge drinking, exercise, diet), and to determine the validity of these segments. A total of 2,265 undergraduate students aged 18–25 years completed a 108-item online survey in fall 2008 assessing demographic, psychographic (i.e., attitudes, interests), and health-related variables. Among the 753 students reporting past 30-day smoking, cluster analysis was conducted using 21 psychographic questions and identified three market segments – Stoic Individualists, Responsible Traditionalists, and Thrill-Seeking Socializers. We found that segment membership was related to frequency of alcohol use, binge drinking, and limiting dietary fat. We then developed three messages targeting each segment and conducted message testing to validate the segments on a subset of 73 smokers representing each segment in spring 2009. As hypothesized, each segment indicated greater relevance and salience for their respective message. These findings indicate that identifying qualitatively different subgroups of young adults through market research may inform the development of engaging interventions and health campaigns targeting college students.

Constructing Recommendation Systems for Effective Health Messages Using Content, Collaborative, and Hybrid Algorithms

2015 ◽  
Vol 659 (1) ◽  
pp. 290-306 ◽  
Author(s):  
Joseph N. Cappella ◽  
Sijia Yang ◽  
Sungkyoung Lee
Keyword(s):  
Recommendation System ◽  
Recommendation Systems ◽  
Theory Development ◽  
Health Messages ◽  
Recommendation Algorithms ◽  
Public Health Messages ◽  
Message Testing ◽  
Conventional Models ◽  
Content Similarity ◽  
Empirical Approaches

Theoretical and empirical approaches to the design of effective messages to increase healthy and reduce risky behavior have shown only incremental progress. This article explores approaches to the development of a “recommendation system” for archives of public health messages. Recommendation systems are algorithms operating on dense data involving both individual preferences and objective message features. Their goal is to predict ratings for items (i.e., messages) not previously seen by the user on content similarity, prior preference patterns, or their combination. Standard approaches to message testing and research, while making progress, suffer from very slow accumulation of knowledge. This article seeks to leapfrog conventional models of message research, taking advantage of modeling developments in recommendation systems from the commercial arena. After sketching key components in developing recommendation algorithms, this article concludes with reflections on the implications of these approaches in both theory development and application.

Using Pictures in Health and Risk Messages

2017 ◽  
Author(s):  
Sarah C. Vos ◽  
Elisia Cohen
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Visual Information ◽  
Visual Communication ◽  
Message Content ◽  
Ethical Considerations ◽  
Pictorial Warnings ◽  
Public Health Organizations ◽  
Different Types ◽  
Message Testing

Using pictures (also called images) in health and risk messages increases attention to messages and facilitates increased retention of message content, especially in low-literate populations. In risk communication, researchers have found that pictorial warnings stimulate communication and that images without text can communicate risk information as effectively (or, in some cases, more effectively) than text. However, little empirically based guidance exists for designing images for health and risk messages because most studies use an absence-presence model and compare visual communication to textual communication, rather than compare different types of visual communication. In addition, visual communication theories focus on describing the “how” aspect of communication instead of offering proscriptive guidance for message design. Further complicating the design of visual messages is that the number of possibilities for a visual message is, like text-based messages, almost infinite. Choices include colors, shapes, arrangement, and the inclusion of text, logos, icons, and so on. As a result, best practices on visual messages often draw on design recommendations. Before the widespread advent of Internet use and the adoption of social networking sites like Facebook and Twitter, using images—especially color images—could be cost prohibitive. However, these online platforms facilitate the distribution of visual content, and many public health organizations use these platforms to distribute visual messages. The need for guidance and research on using pictures effectively is growing. Although there has been increasing focus on images in health messages, many questions still exist about how visual messages should be composed and what their effect is. The existing evidence suggests that visual information can improve persuasive and, on social networking sites, diffusion outcomes. However, visual information may be prone to misinterpretation. Researchers should also evaluate ethical considerations when choosing pictures. Message testing is highly recommended.

scholarly journals Designing an SMS reminder intervention to improve vaccination uptake in Northern Nigeria: a qualitative study

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Chisom Obi-Jeff ◽  
Cristina Garcia ◽  
Obinna Onuoha ◽  
Funmi Adewumi ◽  
Winnie David ◽  
...  
Keyword(s):  
Rural Communities ◽  
Text Messages ◽  
Community Members ◽  
Low Literacy ◽  
Mobile Phone Use ◽  
Vaccination Uptake ◽  
Message Testing ◽  
Sms Reminder ◽  
Sms Reminders ◽  
Behavioural Factors

Abstract Background Penta3 coverage in Nigeria was low at 33 % in 2017. The most reported reason for non-vaccination was lack of knowledge about the immunization place, time, and need. To address knowledge gaps and improve vaccination uptake, we designed an Immunization Reminder and Information SMS System (IRISS) to educate and remind parents/caregivers about immunization using SMS. A formative study was conducted to understand the contextual and behavioural factors that would inform the IRISS intervention design and implementation. Methods We conducted the study in four Local Government Areas (LGAs) of Kebbi State Nigeria in October 2018, amongst a diverse selection of participants. Data on social norms about vaccinations, barriers to immunization uptake, mobile phone use, SMS message testing, and willingness to accept SMS reminders were collected from focus group discussions (N = 11), in-depth interviews (N = 12), and key informant interviews (N = 13). In addition, we assessed 33 messages covering schedule reminders, normative, motivational, educational, and informative contents for clarity, comprehensibility, relevance, cultural appropriateness, and ability to motivate action among community members from Argungu and Fakai LGAs. All interviews were analyzed using a thematic analysis approach. Results We interviewed 135 people, and 90 % were community members. While we found positive perceptions about immunizations among those interviewed, pockets of misconceptions existed among community members. Lack of awareness on the importance of vaccination was a consistent reason for under-vaccination across the LGAs. In addition, most community members do not own phones, could not read SMS messages, and were unaware of how to check/open text messages received. Despite concerns about low literacy levels and phone ownership, community members still saw a role in SMS reminders when phone owners receive messages. For instance, community leaders can disseminate said messages to community members through existing channels such as town announcers and religious gatherings. Therefore, the SMS becomes a source of information, with phone owners acting as a conduit to community dissemination mechanisms. We generally found the tested messages to be relevant, motivating, and culturally acceptable. Conclusions SMS reminders have the potential to bridge the information gap in community awareness for vaccination, which can translate to improved immunization uptake. In rural communities with low literacy levels and phone ownership, immunization information can be disseminated when existing community leadership structures are engaged.

Tailoring Hospital Education Materials for The Period of PURPLE Crying: Keeping Babies Safe in North Carolina Media Campaign

2009 ◽  
Vol 15 (4) ◽  
pp. 49-64 ◽  
Author(s):  
Heidi J. Hennink-Kaminski ◽  
Elizabeth K. Dougall
Keyword(s):  
Full Range ◽  
Shaken Baby Syndrome ◽  
Media Campaign ◽  
Infant Crying ◽  
Focus Group Research ◽  
Rigorous Testing ◽  
Page Brochure ◽  
Message Testing ◽  
Health Education Materials ◽  
And Behavior

The social marketing approach recognizes the need to tailor message and channel strategies to effectively reach the full range of individuals who must act or exert influence to bring about knowledge, belief, and behavior change. However, repurposing health education materials for additional target audiences and communication channels may at times be rationalized as a necessary response to budgetary constraints. Furthermore, when the materials in question are the outcome of rigorous testing, the experts involved may be reluctant to accept the need for tailoring those materials. This study demonstrates how a rigorously designed and tested shaken baby syndrome prevention program comprising a 10-minute DVD and an 11-page brochure delivered in-hospital to parents of newborns by specially trained health care workers was adapted for a media campaign targeting additional audiences and channels. Focus group research determined which messages and images from The Period of PURPLE Crying DVD and brochure were most salient. Participants were surprised to learn about the normalcy of prolonged infant crying, embraced the PURPLE label, and were keen to share this new knowledge. The volume and quality of advice new parents receive emerged as important. Two campaign concepts, including key messages and visuals, were tested using focus groups and intercept interviews. The normalcy of infant crying as a developmental stage rather than an indication of caregiver incompetence or an unhealthy child resonated with respondents and was adopted for the campaign. This approach underscores the value of tailoring and message testing to provide evidence-based guidance for media campaign decisions.

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