IGA scope for transfer of findings from advertising to prevention

Status:

completed 05/2008

Aims:

Little is available in the way of scientifically validated findings regarding the effective design of prevention media. By contrast, considerably more research has been performed into the effectiveness of advertising. The purpose of the project was to examine what findings, if any, from research into the effectiveness of advertising could be transferred to the design of prevention media. Of interest in this context were the external design, presentation of the subject-matter, distribution, and further aspects concerning the design of prevention media.

Activities/Methods:

A comprehensive literature analysis was performed in the search for factors and models of advertising effectiveness. For comparison purposes, the results of the latest research into the effectiveness of prevention media were analyzed. Experts in the area of advertising and in that of prevention were consulted regarding their experience in the design of media. Potential target groups were also consulted regarding their experience with prevention media.

Results:

Essential areas were defined in which the findings of the advertising sector could be transferred to prevention media. These include analysis of the targets and of the target groups, attentional focus, to some extent argumentation, and also findings concerning channels of information delivery.

Last Update: