| Session Title: Evaluating Health Communication and Marketing Campaigns: Efficacy and Effectiveness Methods |
| Expert Lecture Session 551 to be held in Capitol Ballroom Section 4 on Friday, Nov 7, 10:55 AM to 11:40 AM |
| Sponsored by the Program Theory and Theory-driven Evaluation TIG |
| Presenter(s): |
| W Douglas Evans, The George Washington University, sphwde@gwumc.edu |
| Discussant(s): |
| James Hersey, Research Triangle Institute, hersey@rti.org |
| Abstract: Communication and marketing are fast growing areas of public health, but rigorous evaluation research is rare. In particular, there have been relatively few controlled efficacy studies in these fields. In this paper, we review recent health communication and marketing efficacy research, present two case studies that illustrate some of the considerations in making efficacy design choices, and advocate for greater emphasis on rigorous health communication and marketing efficacy research and the development of a research agenda. By examining the literature and two case studies from tobacco control and reproductive health, we identify advantages and limitations to efficacy studies. We present outcome data and examine how it can address specific efficacy and effectiveness evaluation questions. We identify considerations for when to adopt efficacy and effectiveness methods, alone or in combination. Finally, we outline a research agenda to investigate validity, message mode effects, marketing and message strategies, and behavioral outcomes. |