TY - JOUR
T1 - Direct mail in a cardiovascular health campaign
T2 - Use and Effectiveness
AU - Salmon, Charles T.
AU - Loken, Barbara
AU - Finnegan, John
N1 - Copyright:
Copyright 2016 Elsevier B.V., All rights reserved.
PY - 1985/12
Y1 - 1985/12
N2 - Public health specialists have concluded that mass media information campaigns can be “moderately successful” in educating the public on certain health issues. The present study examines the effectiveness of a particular mass medium, direct mail, in influencing the perceived importance of three controllable cardiovascular risk factors: cigarette smoking, high blood pressure, and high-fat, high-salt diets. In addition, this study assesses the relative effectiveness of three message strategiespositive, negative and neutral appeals-in educating the public about cardiovascular disease. The results indicate that direct mail can have significant effects on individuals’ awareness and perceptions of salience of cardiovascular disease.
AB - Public health specialists have concluded that mass media information campaigns can be “moderately successful” in educating the public on certain health issues. The present study examines the effectiveness of a particular mass medium, direct mail, in influencing the perceived importance of three controllable cardiovascular risk factors: cigarette smoking, high blood pressure, and high-fat, high-salt diets. In addition, this study assesses the relative effectiveness of three message strategiespositive, negative and neutral appeals-in educating the public about cardiovascular disease. The results indicate that direct mail can have significant effects on individuals’ awareness and perceptions of salience of cardiovascular disease.
UR - http://www.scopus.com/inward/record.url?scp=84965851089&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84965851089&partnerID=8YFLogxK
U2 - 10.1177/016327878500800405
DO - 10.1177/016327878500800405
M3 - Article
AN - SCOPUS:84965851089
VL - 8
SP - 438
EP - 452
JO - Evaluation and the Health Professions
JF - Evaluation and the Health Professions
SN - 0163-2787
IS - 4
ER -
