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The Power of Message Framing: Boosting Health Campaigns Through Strategic Advertising
Manage episode 437706371 series 3530127
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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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