Naturalist: Q21 Receptivity to health care advertising
Level: Moderate
Question: q21
Core statement: I am not worried about using a hospital service I see advertised
Response: Neither agree nor disagree
Intrinsic Motivation: I want to know what healthcare options are available.
Recommendations: The advertisement can be a "healthcare" advertisement, but it should be understated. Let statements of relevance proceed the key message to initiate greater receptivity. In its initial phase, the advertisement should work somewhat hard to capture and hold attention for delivery of the core message in a later phase of the advertisement. This means generate more entertainment or keep building relevance.
Themes: Visual cues can include medical or non-medical settings (e.g., home, work place). Medical or healthcare settings should be somewhat understated. Visual or auditory cues should portray an individual who is receptive to healthcare advertising, but not completely. For example, the individual should be portrayed saying things like, "After seeing the cancer screening advertisement three times, I finally 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: Mixture of hedonic (emotional, feeling) and utilitarian (facts, features, and benefits)
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Balance key points with broad based information
Content emphasis: Combine some active visuals with message elements
Primary medium: Mix of television/radio and print
Fear appeals: Use fear appeals sparingly and carefully
Humor: Use slight humor
Explicit conclusions: Combine drawing explicit conclusions with letting customer draw explicit conclusions
Type of argument: Use combination of one-sided and two-sided arguments
Authority appeals: Peer testimonial or medical authority
Spokesperson: Balance of referent and expert spokesperson
Level: Moderate
Question: q21
Core statement: I am not worried about using a hospital service I see advertised
Response: Neither agree nor disagree
Intrinsic Motivation: I want to know what healthcare options are available.
Recommendations: The advertisement can be a "healthcare" advertisement, but it should be understated. Let statements of relevance proceed the key message to initiate greater receptivity. In its initial phase, the advertisement should work somewhat hard to capture and hold attention for delivery of the core message in a later phase of the advertisement. This means generate more entertainment or keep building relevance.
Themes: Visual cues can include medical or non-medical settings (e.g., home, work place). Medical or healthcare settings should be somewhat understated. Visual or auditory cues should portray an individual who is receptive to healthcare advertising, but not completely. For example, the individual should be portrayed saying things like, "After seeing the cancer screening advertisement three times, I finally 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: Mixture of hedonic (emotional, feeling) and utilitarian (facts, features, and benefits)
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Balance key points with broad based information
Content emphasis: Combine some active visuals with message elements
Primary medium: Mix of television/radio and print
Fear appeals: Use fear appeals sparingly and carefully
Humor: Use slight humor
Explicit conclusions: Combine drawing explicit conclusions with letting customer draw explicit conclusions
Type of argument: Use combination of one-sided and two-sided arguments
Authority appeals: Peer testimonial or medical authority
Spokesperson: Balance of referent and expert spokesperson