Deck 13: Planning Health Promotion Campaigns

Question 1

The first step in defining a health campaign is to:

A) Define the situation and potential benefits.
B) Identify your target audience.
C) Encourage social support for healthy behaviors.
D) Create a message that will appeal to the largest number of people possible.

Answer 1

A
Explanation: The first step in creating a health campaign is to research potential benefits of the campaign. Find out who stands to gain, who is already behaving according to campaign recommendations, and what alternatives exist. In assessing the situation, it's important not to assume that everyone is motivated in the same way. People are most receptive to options that satisfy them on many levels (intellectual, emotional, personal, social, and so on).

Question 2

Your campaign about chest pains is complete, and research shows that you were most successful at reaching people who were already fairly well informed about heart attack warning signs. Unfortunately, low-income individuals at highest risk for heart attacks were not as influenced by the campaign. This is an example of:

A) Social exchange theory
B) The knowledge gap hypothesis
C) Cultivation theory
D) Media saturation

Answer 2

B
Explanation: The knowledge gap hypothesis describes the belief that people with plentiful information resources (such as televisions, computers, and well-informed friends and advisors) are likely to know more and to continue learning more than people with fewer information resources.

Question 3

Since you hope to appeal to young people, you design the admission brochure to be colorful and vivid. The emotional stimulation evoked by your message is known as:

A) Involvement
B) Specificity
C) Arousal
D) Reach

Answer 3

C
Explanation: Arousal describes how emotionally stimulating and exciting a message is.

Question 4

In designing health promotion efforts, it is important to set clear goals and measure how successful you are compared with the money and time you invest. This is known as:

A) Objectivity
B) Diffusion of innovations
C) Two-step flow
D) Accountability

Question 5

Before launching your health campaign, you decide to survey a randomly chosen group of 150 graduate students. Choosing a representative group of people to study is called:

A) Particularizing
B) Essentializing
C) Commonality selection variable
D) Sampling

Question 6

Adolescents usually do not like people to tell them what to do. Instead, they like to have a sense of independence and personal control. Another word for this is:

A) Pseudocompetence
B) Psychological reactance
C) Double-bind reasoning
D) Self-fulfilling prophecy

Question 7

Rather than simply informing people in a community about health risks, you would like to help them build a sense of community and establish resources for addressing ongoing concerns that are important to them. You are thinking in terms of:

A) Relational currency
B) Reciprocal effectiveness
C) The boomerang effect
D) Social capital

Question 8

According to the elaboration likelihood model, which of the following is true?

A) Individuals are more likely to respond to messages that appeal to their sense of creativity.
B) Individuals pay closer attention to messages they consider relevant to them.
C) Health promotion campaigns are successful only when they are elaborately designed.
D) Television is the ideal channel for individuals to use for obtaining health information.

Question 9

A message based on details specific to your personal lifestyle and concerns is a:

A) Tailored message
B) Personalized message
C) Customized message
D) High-involvement message

Question 10

According to your book, all of the following are key principles in designing a public health campaign EXCEPT:

A) Know your audience.
B) Take action when words are not enough.
C) Appeal to as many people as possible in your message.
D) Encourage social support for healthy behaviors.

Question 11

One problem with safer sex campaigns is that some people are drawn to risky behaviors. Portraying sex as risky may make it more appealing to people who like novel and intense experiences. Such people can be described as:

A) stimulus-satiated people
B) high-sensation seekers
C) hyperimaginative people
D) electrostatic perceivers

Question 12

According to the book, which of the following would be the best audience participants for a focus group?

A) Twenty to thirty people who represent a diverse range of perspectives.
B) People who are relatively similar to each other.
C) Ten people who know each other well.
D) People who have never been part of a focus group before.

Question 13

Abby decides to start working out after her best friend tells her about a TV news feature on CrossFit. Which theory describes the process wherein media messages reach people indirectly through others?

A) Health belief model
B) Social comparison theory
C) Cultivation theory
D) Diffusion of innovation

Question 14

Adolescent audiences are typically hard to influence because adolescents typically believe in personal fable. This concept is defined as:

A) The belief that they are unlike other people and others do not understand them.
B) The belief that they are invincible and cannot be hurt.
C) The sensation that everyone is staring at them.
D) An exaggerated sense of good health and well-being.

Question 15

"Please check the option below that best describes your income bracket." This is an example of what type of question?

A) Open
B) Unscheduled
C) Double-barrel
D) Fixed-alternative

Question 16

According to your book, which of the following is NOT one of the common strategies health promotors use when tailoring messages?

A) Sociocultural
B) Constituent-Involving
C) Involvement
D) Peripheral

Question 17

You have been asked to conduct unscheduled interviews to learn more about the potential audience for a water safety campaign. Which of the following best defines an unscheduled interview?

A) Interviewers are given a list of topics but are encouraged to phrase questions as they wish and to probe for more information when it seems useful and appropriate.
B) It occurs on street corners and other locations where people naturally congregate.
C) Interviewers are given specific questions to ask and are not allowed to make comments or ask additional questions.
D) Interviewers are given a set of questions but are allowed to ask for clarification and additional information as they see fit.

Question 18

Which of the following models proposes that persuasive messages are most effective when they stimulate an optimal amount of arousal in the reader/viewer?

A) elaboration likelihood model
B) health belief model
C) activation model for information exposure
D) health education model

Question 19

According to your book, all of the following are recommended tactics for crafting messages that appeal to high sensation-seekers EXCEPT:

A) Make messages varied and intense.
B) Make the most of low-distraction environments.
C) Prioritize high-involvement channels.
D) Run PSAs during popular programs.

Question 20

Which of the following terms describes the amount of mental effort required to understand a message?

A) engagement
B) elaboration
C) impact
D) involvement

Question 21

As a general rule, you should try to reach as many people as possible with your campaign message.

Question 22

When creating a public health campaign, it is advisable to start by establishing your goals, then get to know the target audience and its needs and motivations.

Question 23

Audiences who are culturally different from the mainstream generally need less health information and assistance.

Question 24

People usually pay closer attention when using low-involvement channels.

Question 25

The belief among adolescents that people are scrutinizing their appearance and behaviour is called imaginary audience.

Question 26

Tailored messages are seldom as effective as broadcast messages.

Question 27

Interviews, questionnaires, and focus groups are useful ways to learn about potential audience members.

Question 28

Nudging is the practice of making healthy options readily apparent, appealing, and available.

Question 29

The final step in creating a health campaign is to establish clear and measurable objectives so we can accurately assess a campaign's effects.

Question 30

People are motivated by a number of factors that make them more or less receptive to health information and more or less motivated to change their behavior.

Question 31

List and describe three qualities of good campaigns, as illustrated by the exemplary campaigns in Chapter 13. Provide examples.

Question 32

Using the knowledge gap hypothesis, explain why people of low socioeconomic status are often less informed about health issues and why they tend to be harder to reach with health messages.

Question 33

Name and describe the first four steps in creating a health promotion campaign.