• Summary
  • Contents
  • Subject index

Winner of the Distinguished Book Award by the Applied Communication Division of the National Communication Association, 2001 Effective Health Risk Messages provides step-by-step instructions for developing theoretically based campaigns that work. Students and readers will learn about message development theories, formative and summative evaluation, and even basic research designs for evaluating your campaign. Worksheets are provided at the end of each chapter to provide readers with hands-on, practical experiences in developing effective health risk messages. This book is suitable for practitioners, researchers, and students alike, and can act as a stand-alone text or supplementary text for persuasion, public health, advertising, and marketing classes.

Data Collection
Data collection

The next two chapters focus on data collection and analysis techniques. In these chapters, we introduce a number of ways to gather information and make sense of it. It is our position that the best health communication campaigns are developed and implemented by incorporating methods of data collection and analysis to assess the effects of your messages. Of course, the complexity of your methods depend on both your knowledge level and the needs of your campaign. The benefits obtained from some basic research on your campaign far outweigh the effort required, and provide the best chance of developing and implementing a successful health communication project. Once you have become familiar with the basic techniques of data collection and analysis, you can use ...

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