Traditionalist: Q25 Receptivity to health care advertising
Level: Somewhat disagree
Question: q25
Core statement: I pay a lot of attention to ads about healthcare
Response: Somewhat disagree
Intrinsic Motivation: I don’t typically pay attention to health care ads. I often don’t even notice them.
Recommendations: These adults show little interest in healthcare advertising. The advertisement should include tactics that will generate attention before the health care context is cued.
Themes: Visual cues should favor non-medical settings. The use of medical settings may turn off the recipient if placed or mentioned too early in the advertisement. Visual or auditory cues should show an individual who is in need of the healthcare service or product, but making statements consistent with statements of relevance (e.g., other PATH dimension levels). For example, "I don't like seeing healthcare advertised, but the service was important enough to a family member, so I called." is a phrasing tactic that would gain agreement and build relevance based on the involvement in family health dimension. Refrain from using medical professionals as the primary message deliverers (e.g., "As a doctor, I feel that this service is important to every patient!")
Further considerations: The advertisement should work harder to capture attention and build relevance before proceeding with the healthcare issues. Strong statements of relevance to the recipient must be devised to hold attention. Consider possible use of testimonials from peers (not healthcare workers) to build credibility.
Appeal style: Focus on feelings and creating entertainment. Don't lead with healthcare context.
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points
Content emphasis: Focus on general image, not specifics.
Primary medium: Television/radio
Fear appeals: Use fear appeals sparingly and carefully
Humor: Use humor
Explicit conclusions: Let customer draw conclusions.
Type of argument: Two-sided argument on information seeking (We know everyone doesn't have time to get the information they need. That's why we do X)
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)
Level: Somewhat disagree
Question: q25
Core statement: I pay a lot of attention to ads about healthcare
Response: Somewhat disagree
Intrinsic Motivation: I don’t typically pay attention to health care ads. I often don’t even notice them.
Recommendations: These adults show little interest in healthcare advertising. The advertisement should include tactics that will generate attention before the health care context is cued.
Themes: Visual cues should favor non-medical settings. The use of medical settings may turn off the recipient if placed or mentioned too early in the advertisement. Visual or auditory cues should show an individual who is in need of the healthcare service or product, but making statements consistent with statements of relevance (e.g., other PATH dimension levels). For example, "I don't like seeing healthcare advertised, but the service was important enough to a family member, so I called." is a phrasing tactic that would gain agreement and build relevance based on the involvement in family health dimension. Refrain from using medical professionals as the primary message deliverers (e.g., "As a doctor, I feel that this service is important to every patient!")
Further considerations: The advertisement should work harder to capture attention and build relevance before proceeding with the healthcare issues. Strong statements of relevance to the recipient must be devised to hold attention. Consider possible use of testimonials from peers (not healthcare workers) to build credibility.
Appeal style: Focus on feelings and creating entertainment. Don't lead with healthcare context.
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points
Content emphasis: Focus on general image, not specifics.
Primary medium: Television/radio
Fear appeals: Use fear appeals sparingly and carefully
Humor: Use humor
Explicit conclusions: Let customer draw conclusions.
Type of argument: Two-sided argument on information seeking (We know everyone doesn't have time to get the information they need. That's why we do X)
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)