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The Power of Message Framing: Boosting Health Campaigns Through Strategic Advertising
Manage episode 437706371 series 3530127
Journal of Advertising Research에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Journal of Advertising Research 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
In this episode, Alicia Barker, Senior Marketing Scientist at the Ehrenberg-Bass Institute, interviews Celine Northcott, a Research Fellow at the South Australian Health and Medical Research Institute (SAHMRI), about her latest research paper titled "How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness: Consumer Response to Social and Mass Media Promotion for Pregnancy Screening Programs.”
Co-authored with Philippa Middleton, Maria Makrides, and Lucy Simmonds, the study explores how different message framing and visual cues in health-related advertising can impact consumer behavior, particularly in promoting omega-3 screening programs during pregnancy. Celine discusses the key findings and practical implications of the research, offering valuable insights for public health campaigns. Tune in to discover how strategic messaging can enhance the effectiveness of health promotions.
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And read the full paper here:
https://www.journalofadvertisingresearch.com/content/64/1/18
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