Professional Documents
Culture Documents
Health communication
Done by:
AL-Joharah
& Dina
Content:
Definitions
Types of MM
Positive , Negative influence of MM
Target audience
Advantages vs. Disadvantages of mass media
Media can vs. Cann’t do
Theoretical models underlying campaign
strategies
Developing a campaign
Summary
Mass media campaign
• Communication
• Entertainment
• Dissemination of information
• Advertising
• Marketing
• Expressing and sharing views, opinions and ideas
Mass media is a double-edged sword which means that
there are positive effects of media as well as
negative influences of media.
The positive effect of
MM:
• Print Media:
(Newspaper, Magazines, Pamphlets)
• Electronic Media:
( TV, Radio, DVD)
• New-age Media:
( Internet, Mobile phone )
Advantages vs. Disadvantages Of
Mass Media
Advantages of MM:
o Reaches many people quickly
o Low cost per person reached
Disadvantages of MM:
o Difficult to make specific to local community
o Fixed message
o Can be easily misunderstood
o Access often difficult
o Lacks feedback
The Reality of the Mass Media-
“The Can Do”
The Reality of the Mass Media-
“The Cannot Do”
target audience:
• Age
• education level
• ethnicity/religion
• Attitudes /beliefs /values
• Size (how many people)
• Level of knowledge.
• Readiness to change.
• Skills level.
• Geography.
Questions to identify target audience
• What skills, strengths and knowledge do they have
that you can further develop?
• Economic factor
• Social factor
• Cultural factor
• Environmental factor
• Timing.
Types of target audience
• Primary audience
is the group that needs to make the behavior change
• Secondary audience
are people who can help the primary target audiences
Educator’s Model:
• Why?
They found the educator’s model useless in selling
products, especially in getting consumers to select
their product over similar products.
Cont,
Advertiser’s Model
Cont,
• “Cognitive Dissonance.”
“Advertiser’s
Model”
“Educator’s Model”
Cont,
• Ex:
children often nag their parents into doing something—
such as recycling—that they learned about
at school.
At first the parent responds to please the
child, but later will ask “Why am I really doing
this? Is it really worthwhile?”
Cont,