Direct mail in a cardiovascular health campaign: Use and Effectiveness

Charles T. Salmon, Barbara Loken, John Finnegan

Research output: Contribution to journalArticle

14 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)438-452
Number of pages15
JournalEvaluation & the Health Professions
Volume8
Issue number4
DOIs
StatePublished - Dec 1985

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