Healthcare Driven: Q21 Receptivity to health care advertising
Level: Somewhat agree
Question: q21
Core statement: I am not worried about using a hospital service I see advertised
Response: Somewhat agree
Intrinsic Motivation: I want to know what healthcare options are available and health care advertising can be helpful.
Recommendations: The advertisement can be a "healthcare" advertisement. Let statements of relevance proceed the key message to initiate greater receptivity. In its initial phase, the advertisement should highlight the health care context to capture and hold attention for delivery of the core message.
Themes: Visual cues can include medical or non-medical settings (e.g., home, work place). Medical or healthcare settings can communicate the health care context. Visual or auditory cues should portray an individual who is receptive to healthcare advertising. For example, the individual should be portrayed paying attention to an healthcare ad on billboard, or internet, or saying things like, "After seeing the cancer screening advertisement, I decided to call and get more information."
Further considerations: Include some detailed information along with the core message (e.g., name, location, why they should like you). Use both long and short phrases in body text to communicate key points and statements of relevance. Lead with statements of relevance and bait with further information and testimonials.
Appeal style: More attention to utilitarian (facts, features, and benefits) versus hedonic (e.g., entertainment elements)
Repetitions: Lower repetitions
Durations: Longer duration messages
Complexity: Balance key points with broad based information, directing to more detailed information
Content emphasis: Focus on attribute benefits and relevance-building message elements
Primary medium: Television/radio supported by more detailed print and online media
Fear appeals: Avoid use of fear appeals
Humor: Minimal use of humor
Implicit conclusions: Focus on letting these adults draw implicit conclusions
Type of argument: Use one-sided arguments
Authority appeals: Peer testimonial or medical authority
Spokesperson: Use of either referent (i.e. person/patient like me) or expert spokesperson
Level: Somewhat agree
Question: q21
Core statement: I am not worried about using a hospital service I see advertised
Response: Somewhat agree
Intrinsic Motivation: I want to know what healthcare options are available and health care advertising can be helpful.
Recommendations: The advertisement can be a "healthcare" advertisement. Let statements of relevance proceed the key message to initiate greater receptivity. In its initial phase, the advertisement should highlight the health care context to capture and hold attention for delivery of the core message.
Themes: Visual cues can include medical or non-medical settings (e.g., home, work place). Medical or healthcare settings can communicate the health care context. Visual or auditory cues should portray an individual who is receptive to healthcare advertising. For example, the individual should be portrayed paying attention to an healthcare ad on billboard, or internet, or saying things like, "After seeing the cancer screening advertisement, I decided to call and get more information."
Further considerations: Include some detailed information along with the core message (e.g., name, location, why they should like you). Use both long and short phrases in body text to communicate key points and statements of relevance. Lead with statements of relevance and bait with further information and testimonials.
Appeal style: More attention to utilitarian (facts, features, and benefits) versus hedonic (e.g., entertainment elements)
Repetitions: Lower repetitions
Durations: Longer duration messages
Complexity: Balance key points with broad based information, directing to more detailed information
Content emphasis: Focus on attribute benefits and relevance-building message elements
Primary medium: Television/radio supported by more detailed print and online media
Fear appeals: Avoid use of fear appeals
Humor: Minimal use of humor
Implicit conclusions: Focus on letting these adults draw implicit conclusions
Type of argument: Use one-sided arguments
Authority appeals: Peer testimonial or medical authority
Spokesperson: Use of either referent (i.e. person/patient like me) or expert spokesperson