Independently Healthy: Q25 Receptivity to health care advertising
Level: Somewhat agree
Question: q25
Core statement: I pay a lot of attention to ads about healthcare
Response: Somewhat agree
Intrinsic Motivation: I want to know what healthcare options are available to me
Recommendations: Healthcare can be the obvious subject of the advertisement. These adults have no issues regarding the quality or appropriateness of a healthcare service or product promoted through advertising.
Themes: Visual cues can include medical or non-medical settings (e.g., home, work place). Visual or auditory cues can show an individual who is discussing or engaging in a medical or health-related activity. The individual should be portrayed as saying things like, "I saw the advertisement about cancer screening, and I called to make an appointment."
Further considerations: Include detailed information along with the core message. Use both long and short phrases in body text to communicate key points and statements of relevance. Inform and teach. Bait with offer of further information.
Appeal style: Utilitarian (focus on use and benefits). Lead with healthcare context.
Repetitions: Low repetitions
Durations: Long duration messages
Complexity: Broad based information
Content emphasis: Product/service performance and benefits
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals
Humor: Refrain from using humor
Explicit conclusions: Draw explicit conclusions.
Type of argument: One-sided on information seeking (We know information is important to you. That's why we do X)
Authority appeals: Medical authority figure or peer testimonial if confidence in medical professionals is low
Spokesperson: Expert spokesperson (experienced peer or doctor, nurse or other health care professional)
Level: Somewhat agree
Question: q25
Core statement: I pay a lot of attention to ads about healthcare
Response: Somewhat agree
Intrinsic Motivation: I want to know what healthcare options are available to me
Recommendations: Healthcare can be the obvious subject of the advertisement. These adults have no issues regarding the quality or appropriateness of a healthcare service or product promoted through advertising.
Themes: Visual cues can include medical or non-medical settings (e.g., home, work place). Visual or auditory cues can show an individual who is discussing or engaging in a medical or health-related activity. The individual should be portrayed as saying things like, "I saw the advertisement about cancer screening, and I called to make an appointment."
Further considerations: Include detailed information along with the core message. Use both long and short phrases in body text to communicate key points and statements of relevance. Inform and teach. Bait with offer of further information.
Appeal style: Utilitarian (focus on use and benefits). Lead with healthcare context.
Repetitions: Low repetitions
Durations: Long duration messages
Complexity: Broad based information
Content emphasis: Product/service performance and benefits
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals
Humor: Refrain from using humor
Explicit conclusions: Draw explicit conclusions.
Type of argument: One-sided on information seeking (We know information is important to you. That's why we do X)
Authority appeals: Medical authority figure or peer testimonial if confidence in medical professionals is low
Spokesperson: Expert spokesperson (experienced peer or doctor, nurse or other health care professional)