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3. Make sure your script and production plan for the rough message are complete and timed in advance. 4. Prerecord the audio track before the visuals are shot. 5. Make sure your illustrations, photographs, and/or slides are in the right order when you arrive for the production session. 6. Finally, remember that you are producing a rough message. Save perfection for final production! Rough message production costs may be further reduced by using amateur talent (e.g., friends or coworkers) who can do a respectable job recording the script. These same people may be used for photographs or in a rough live action spot. Shooting the visuals and recording the soundtrack on the same day may also save time and money. Finally, consider contacting a local radio station for recording the soundtrack. The station may provide its facilities free of charge or at a lower rate than a recording studio. Animatics may be less expensive and faster to produce than photomatics because they are composed of artists’ renditions. While you may have to buy the artwork, you eliminate costs for talent (actors), location setting (i.e., obtaining clearance to rent or use property), props, and travel. However, drawings may not communicate the realities or subtleties of the visual portion of the message as well as photographs or rough live action. These drawbacks can be minimized by using a good illustrator and a good, clear soundtrack. Photomatics may be more expensive than animatics, depending upon the cost of the photography. The availability of people who can represent the characters, the accessibility of an appropriate location, and the rate your photographer charges are the major factors that affect costs. These costs can be kept down by working with people who are readily available and by arranging all the details in advance. The major advantage of producing a photomatic over an animatic is that you can produce a more realistic and believable rendition of the final message. Compare the costs of an illustrator versus those of a photographer and factor in the logistics involved when deciding whether you should produce an animatic or a photomatic. A rough live action message can be the least expensive way to produce your message in rough form if: • You are using amateur talent who can do a respectable run-through of the script • Your script can be produced in a readily accessible location that does not require a lot of set-up time • Your production crew can videotape the run-through with a minimum number of takes We recommend that you videotape rather than film the rough message for pretesting because editing and processing are usually less expensive. Home or studio video equipment can be used to produce any of the three rough message forms. 201 APPENDIX A
Sample Theater-Style Pretest Questionnaire Part I Thank you for watching this program. One of the reasons it was shown tonight was to get your reaction to it—to see what parts you liked and what parts you didn’t like. 1. Was there any part of the program that you especially liked 2. Was there anything about the program that you disliked 3. Please indicate your overall reaction to the program by circling one of the phrases below: a. A great program, would like to see it again b. A pretty good program c. Just so-so, like a million others d. Another bad program 4. Would you recommend the program to your friends Why or why not Part II For each commercial that you remember seeing, please write down what the message said and what the message showed on the dotted lines. Write down the main idea each message was trying to get across on the solid lines. a. What did the message say b. What did the message show c. What was the main idea each message was trying to get across 202 Continued on next page...
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uideAPlanner’sGuideAPlanner’sGu
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Acknowledgments Many health communi
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Table of Contents Why Should You Us
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The Role of Health Communication in
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• Organizations—Organizations a
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THEORIES GUIDE ACTION TO INCREASE M
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a systematic, continuous process th
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Use this book to produce and implem
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Why Planning Is Important The plann
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served to date, messages and materi
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occur and potential solutions for e
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• Creating a supportive environme
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GOALS AND OBJECTIVES: HEALTHY PEOPL
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the intended audiences (e.g., those
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train, at a community event, in the
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Organizational and Community Channe
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COMMUNICATION CHANNELS AND ACTIVITI
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• Create and display advertisemen
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• Expanded support for your organ
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STEPS FOR INVOLVING PARTNERS IN THE
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Develop a Communication Strategy St
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SAMPLE STRATEGY STATEMENT CONTINUED
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statement can also help all players
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against your program’s goal. For
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Myth: If we work with partner organ
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Glanz, K., Lewis, F. M., & Rimer, B
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Developing and Pretesting Concepts,
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• Are the materials likely to mee
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or on a contract basis. In either c
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• Acknowledge culture as a predom
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importance when planners and design
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which messages work best with inten
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HEALTH COMMUNICATION MATERIALS OPTI
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PRESENTATION OPTIONS FOR ADVERTISIN
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(do it for them); or ego-driven (su
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health care coverage, it is particu
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TAILORED COMMUNICATIONS: HEALTHY BI
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“universal” symbols, such as a
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Google or Yahoo about the site as w
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• Never skip technical review by
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BENEFITS AND LIMITATIONS OF PRETEST
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name of the one currently speaking)
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new solutions will be effective wit
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Center for Substance Abuse Preventi
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Preparing to Implement Your Program
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patients, physicians, and family me
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1. Make a list of key media contact
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Working With the Media During a Cri
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• Ask callers what prompted their
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through calls, meetings, or letters
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Center for Substance Abuse Preventi
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Assessing Effectiveness and Making
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• How long will the program last
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2. Define the Data You Need to Coll
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OUTCOME EVALUATION DESIGNS APPROPRI
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EXAMPLES OF OUTCOME EVALUATION FOR
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ensure that you include the right m
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• You will be able to give eviden
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Refining Your Health Communication
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Myth: If our program is working, we
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Communication Research Methods In T
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In this section, you will learn whe
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TYPES OF RESEARCH AND EVALUATION CO
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WORKING WITH MARKET RESEARCH PROFES
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• Providing insights into the res
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PROS AND CONS OF DIFFERENT FORMATS
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internal resources, you may choose
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WORKING WITH COMMUNITY ORGANIZATION
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Avoid counting or quantifying types
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USING SOFTWARE TO ANALYZE QUALITATI
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145
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Participant Recruitment If you or s
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• The locations where the pretest
Page 162 and 163: COMPONENTS USED IN MOST QUESTIONNAI
Page 164 and 165: 10. Thank participants for their co
Page 166 and 167: day, 1 hour per day). Share drafts
Page 168 and 169: Analyzing quantitative responses. T
Page 170 and 171: PROS AND CONS OF VARIOUS SURVEY FOR
Page 172 and 173: Follow these steps to conduct a sur
Page 174 and 175: Do this by finding the nearest perf
Page 176 and 177: EXAMPLE USING THE SMOG READABILITY
Page 178 and 179: causing discomfort to those whose r
Page 180 and 181: Communication Planning Forms and Sa
Page 182 and 183: Communication Program Plan Overview
Page 184 and 185: Sample Promotion Plan Promotion Pla
Page 186 and 187: Evaluation: OC will evaluate its pr
Page 188 and 189: Negotiated Partners/Roles of Each:
Page 190 and 191: Strategy Statement/Creative Brief T
Page 192 and 193: Sample Focus Group Screener Form NC
Page 194 and 195: Yes No a. Heart disease (CONTINUE)
Page 196 and 197: Sample Focus Group Moderator’s Gu
Page 198 and 199: 7. What are your thoughts about peo
Page 200 and 201: Sample Intercept Questionnaire Cent
Page 202 and 203: 9. How well does each of the follow
Page 204 and 205: 193 APPENDIX A
Page 206 and 207: Breast Cancer Materials User Survey
Page 208 and 209: Breast Cancer Risk Assessment Tool
Page 210 and 211: Producing Rough-Cut Video for Prete
Page 214 and 215: 1. a. b. c. 2. a. b. c. 3. a. b. c.
Page 216 and 217: Part IV [Following are sample quest
Page 218 and 219: Presentation of New Information 1.
Page 220 and 221: Part V [Listed below are sample que
Page 222 and 223: Sample Script for Hosting a Theater
Page 224 and 225: Average Ratings for Commercial Ads
Page 226 and 227: 215 APPENDIX A
Page 228 and 229: Selected Planning Frameworks, Socia
Page 230 and 231: Kotler, P., & Roberto, E. L. (1989)
Page 232 and 233: To communicate the message successf
Page 234 and 235: combine bits of information into
Page 236 and 237: For Further Reading Beyer, J. M., &
Page 238 and 239: 227 APPENDIX B
Page 240 and 241: Information Sources APPENDIX C
Page 242 and 243: National Center for Chronic Disease
Page 244 and 245: Journal of Health Communication Dep
Page 246 and 247: Selected Readings and Resources APP
Page 248 and 249: Campbell, M. K., DeVellis, B. M., S
Page 250 and 251: Glanz, K., Lewis, F. M., & Rimer, B
Page 252 and 253: National Cancer Institute. (1998).
Page 254 and 255: 243 APPENDIX D
Page 256 and 257: Glossary APPENDIX E
Page 258 and 259: Comprehension. A pretesting measure
Page 260 and 261: Message concepts. Brief statements,
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Social cognitive theory. A theory o
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