Question 1

What marketing technique divides a heterogeneous audience into a smaller, more homogeneous group?&#10;A) Division&#10;B) Segmentation&#10;C) Orientation&#10;D) Strategy

Accepted Answer

Segmentation is the marketing technique that divides a heterogeneous audience into smaller, more homogeneous groups based on shared characteristics or needs.

Question 2

Stating the advantages of taking an action is known as:&#10;A) gain-framed appeals.&#10;B) loss-framed appeals.&#10;C) persuasion.&#10;D) incentives.

Accepted Answer

Gain-framed appeals focus on the positive outcomes or benefits of taking a specific action, highlighting the advantages.

Question 3

Which of the following is an example of selective exposure?&#10;A) Billboards all displaying similarly messaged advertisements&#10;B) Only having one soda brand option in the cafeteria&#10;C) Obtaining information from sources with which we agree&#10;D) Reading multiple news sources to learn about a topic

Accepted Answer

Selective exposure refers to the tendency to favor information that reinforces pre-existing views while avoiding contradictory information.

Question 4

Using data in health messaging is less effective for which group?&#10;A) Individuals with low numeracy&#10;B) Individuals with low levels of emotional involvement&#10;C) Individuals less familiar with the topic or situation&#10;D) Individuals whose position is supported by the data

Accepted Answer

Individuals with low numeracy may struggle to understand and interpret data, making data-driven health messaging less effective for them.

Question 5

What do we call the group of people most affected by the health problem?&#10;A) Beneficiary&#10;B) Tertiary audience&#10;C) Secondary audience&#10;D) At-risk

Accepted Answer

The answer of What do we call the group of...

Question 6

Which group is made up of community leaders and healthcare professionals that can support a behavioral change goal if they agree with it or prevent its adoption if they disagree?&#10;A) Primary audience&#10;B) Beneficiaries&#10;C) Target audience&#10;D) Gatekeepers

Accepted Answer

Gatekeepers are individuals or groups who have the power to influence or control access to resources and information, and can support or hinder the adoption of a behavioral change goal.

Question 7

Which of the following is defined by age, gender, marital status, number of children, education level, or occupation?&#10;A) Geographic differences&#10;B) Socio-cultural differences&#10;C) Demographic differences&#10;D) Psychographic differences

Accepted Answer

Demographic differences refer to characteristics such as age, gender, marital status, number of children, education level, and occupation.

Question 8

If you are directing communications to a group based on general information about the demographic groups they belong to, you are:&#10;A) targeting.&#10;B) tailoring.&#10;C) flocking.&#10;D) grouping.

Accepted Answer

Targeting involves directing communications to a group based on general information about the demographic groups they belong to.

Question 9

It does not matter if the branding is consistent across an entire health communication campaign.

Accepted Answer

Consistent branding is crucial in a health communication campaign as it helps build trust, recognition, and reinforces the message across different platforms and materials.

Question 10

The most important information should be at the beginning of the message.

Accepted Answer

This is a principle of effective communication known as the "inverted pyramid" style, where key information is presented first to capture attention and ensure the message is understood quickly.

Deck 5: Creating Meaningful Health Communication