Pretesting Health Communication Programs

Question 1

Why do we do pretesting? (3 reasons)

Answer 1

Gives early insight into effectiveness
Saves time and money
Earns buy-in from stakeholders

Question 2

What are some methods used to test concepts, messages, and materials?

Answer 2

Focus Groups
Intercept Interviews
In-depth Interviews
Theater-style Tests
Observation
Questionnaires
Expert Review
Usability/Readability
Print ad
 –TV or radio ad
 –Brochure or pamphlet
 –Web site home page

Question 3

What kinds of slogans work best?

Answer 3

Use a memorable slogan, theme, music, or sound effects to aid recall.

Question 4

What are some of the message appeals discussed in class? Give some examples.

Answer 4

Rational
Emotional–fear
Emotional – humor
Emotional–anxiety or guilt
Emotional–aspiration
Slice-of-life
Expert testimony