Development of a smoking prevention mass media program using diagnostic and formative research.
Development of a smoking prevention mass media program using diagnostic and formative research.
复制标题
利用诊断和形成性研究开发预防吸烟大众媒体计划。
DOI：
10.1016/0091-7435(88)90051-5
复制
发表时间：
1988
影响因子：
5.1
通讯作者：
Costanza,MC
中科院分区：
文献类型：
--
作者：
Worden,JK;Flynn,BS;Geller,BM;Chen,M;Shelton,LG;Secker-Walker,RH;Solomon,DS;Solomon,LJ;Couchey,S;Costanza,MC
The process of developing a mass media campaign to prevent smoking among adolescents is described in detail. This campaign supplements a school smoking prevention program and shares educational objectives with the school program but is otherwise independent. It comprises various television and radio 30- and 60-sec “spot” messages. The campaign development process includes identifying educational objectives and strategies for appealing to young people; conducting diagnostic surveys and focus groups to determine target audience interests and perceptions about smoking and media content; suggesting approaches to producers to create preliminary television and radio messages for testing; conducting formative pretests with target groups to select optimal messages and suggest improvements to those messages; producing final messages for media presentation; and developing a media exposure plan to place messages in local media at optimal times for reception by target audiences. The media campaign is being evaluated in a 5-year project with 5,500 adolescents in four communities to determine the additional effect of mass media over a school program alone in preventing smoking.
