Chapter overviews, subheadings, and summaries facilitate a quick reading and review for graduate students and busy professionals in public health, the social sciences, communication, and related health policy-making fields. --Academic Library Book Review How do you design an effective health campaign message? Designing Health Messages explores this question from both theoretical and practical perspectives. The authors, all well-known for cutting-edge research in their field, 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 communication and health behavior change. Part I covers theory-driven approaches and includes content and linguistic considerations, the role of fear in content, and using positive affect. Part II discusses audience-centered strategies and looks at the America Responds to AIDS campaign and the Cancer Communications 5 a Day for Better Health program. This comprehensive volume concludes with recent developments and policy and administrative practices for health message design. A much-needed book, Designing Health Messages is an indispensable resource and an essential aid for professors, students, and professionals in communication, specifically mass communication, and public health. This book would make a strong addition to a graduate-level course on health communication. With complementary reading to broaden students knowledge of the core theories and empirical research applied by these authors to message design, this book would enhance students capacity to link health communication theory and practice. --Health Policy and Planning
PART ONE: THEORY-DRIVEN APPROACHES TO HEALTH MESSAGE DESIGN Motivation to Attend to Health Messages - Roxanne Louiselle Parrott Presentation of Content and Linguistic Considerations Encouraging Risk Reduction - David R Holtgrave, Barbara J Tinsley and Linda S Kay A Decision-Making Approach to Message Design Moving People to Behavior Change - Edward W Maibach and David Cotton A Staged Social Cognitive Approach to Message Design Fear Appeals in Health Promotion Campaigns - Jerold L Hale and James Price Dillard Too Much, Too Little, or Just Right? Thinking Positively - Jennifer L Monahan Using Positive Affect When Designing Health Messages Designing Messages for Behavioral Inoculation - Michael Pfau Reaching Young Audiences - Erica Weintraub Austin Developmental Considerations in Designing Health Messages Fishing for Success - Kim Witte Using the Persuasive Health Message Framework to Generate Effective Campaign Messages PART TWO: AUDIENCE-CENTERED STRATEGIES FOR HEALTH MESSAGE DESIGN Using Research to Inform Campaign Development and Message Design - Glen J Nowak and Michael J Siska Examples from the `American Responds to AIDS' Campaign Choosing Audience Segmentation Strategies and Methods for Health Communication - Michael D Slater The Gatekeeping Process - John McGrath The Right Combinations to Unlock the Gates Use of Database Marketing and Consumer-Based Health Communication in Message Design - R Craig Lefebvre et al An Example From the Office of Cancer Communication's `5 a Day for Better Health' Program PART THREE: COMBINING THEORY AND PRACTICE: ADDITIONAL CONSIDERATIONS Supplementing Health Campaign Messages - Sharon Lee Hammond Recent Developments in Informing Patients about Their Prescription Drugs Enabling Health - Roxanne Louiselle Parrott, Mary Louise Kahl and Edward W Maibach Policy and Administrative Practices at a Crossroads
Accessing your eBook through Kortext
Once purchased, you can view your eBook through the Kortext app, available to download for Windows, Android and iOS devices. Once you have downloaded the app, your eBook will be available on your Kortext digital bookshelf and can even be downloaded to view offline anytime, anywhere, helping you learn without limits.
In addition, you'll have access to Kortext's smart study tools including highlighting, notetaking, copy and paste, and easy reference export.
To download the Kortext app, head to your device's app store or visit https://app.kortext.com to sign up and read through your browser.
NB: eBook is only available for a single-user licence (i.e. not for multiple / networked users).
