Event
<p>Professor Hornik's research areas include public health communication, mass media effects, research methodology, evaluations of large-scale public health communication interventions, studies of effects of mass media coverage on health behavior, and tobacco and cancer communication.</p>
Public health agencies planning mass media campaigns have to choose message themes: should an anti-tobacco campaign focus on health consequences, or loss of friendship consequences, or cost, or risk of addiction or any of dozens of other themes that they might emphasize? We have worked with a number of agencies planning such campaigns, making use of survey data and generating estimates of message theme potential. In this talk, Hornikwill describe the approach and its application to the FDA’s Real Cost campaign, show the results and recommendations and play the ads that resulted from the process.