Epilogue

Lee, Nancy; Kotler, Philip

doi:10.4324/9781003272106-8

Cited by 6 publications

(10 citation statements)

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“…Formative evaluation research should also be conducted to pretest the slogans and information presented, as in our study men did not entirely agree on a single interpretation, leaving room to improve their clarity and degree of understanding (Lee & Kotler, 2019). This can also potentially be a heuristic cue, as stated in the ELM, given that complex arguments may require higher cognitive elaboration, and as a consequence may discourage viewers to process and integrate the message (Petty & Cacioppo, 1986).…”

Section: Discussionmentioning

confidence: 99%

“…The principles of SM are an example of key theoretical guidelines in the development of campaigns. SM is defined as a set of procedures that makes use of marketing principles and techniques to elicit behavior change in a given target audience, potentially benefiting society as well (Lee & Kotler, 2019). Harvey et al (2007) indicate that campaigns based on SM have higher odds of being effective in changing knowledge, attitudes, and social norms about IPV when compared to traditional public education campaigns that do not resort to this methodology.…”

Section: Introductionmentioning

confidence: 99%

“…Harvey et al (2007) indicate that campaigns based on SM have higher odds of being effective in changing knowledge, attitudes, and social norms about IPV when compared to traditional public education campaigns that do not resort to this methodology. Research on the development of SM campaigns and effective interventions highlights the central role of formative evaluation research and its potential beneficial impact on domestic violence (Lee & Kotler, 2019).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Men Who Suffered Intimate Partner Violence: Impressions About Existing Public Campaigns and Recommendations for New Ones

Reis

Arriaga

Moleiro

2022

J Interpers Violence

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Over the last decades, the negative effects of intimate partner violence (IPV) directed at men in abusive different-sex and same-sex relationships have been increasingly investigated. Men who are the targets of IPV face many barriers to help-seeking, and to overcome them, public awareness campaigns have been developed. Women who experienced IPV have found campaigns targeting them to be harmful and misleading, and previous research suggests that following the principles of formative evaluation research may improve campaigns’ effectiveness and reduce unwanted negative effects. This article documents the theory-based formative evaluation research conducted with 14 men abused in different-sex and same-sex relationships for the creation of targeted campaigns. Through semi-structured interviews, men were asked about their overall knowledge of campaigns, their thoughts about specific pictorial IPV campaigns, and their suggestions for the development of new campaigns. Thematic analysis and a theoretically grounded coding scheme were used to analyze the content of the interviews with high interrater reliability. Overall, our results indicate that most men were not aware of campaigns in Portugal, and their impressions about the ones they recalled were mixed. Most men praised clear messages informing forms of violence, while some responded negatively to the inclusion of words such as “shame” and “victim” and the depiction of bruises. They also considered that future campaigns targeting men should portray “real people” like them and provide information on self-efficacy, the efficacy of recommended responses, and threat susceptibility. Our findings are consistent with previous evidence with women who experienced IPV but also provide theoretically grounded novel contributions and highlight the importance of considering the population of interest’s insights when developing and testing new campaigns.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Men Who Suffered Intimate Partner Violence: Impressions About Existing Public Campaigns and Recommendations for New Ones

Reis

Arriaga

Moleiro

2022

J Interpers Violence

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“…Finally, both process and outcome evaluation should be performed to determine progress against the campaign’s stated objectives. Process evaluation generally takes the form of ensuring that the message reached the priority audience at the desired frequency and intensity, whereas outcome evaluation is designed to measure the extent to which the campaign achieved its mental and behavioral objectives (16). It is always prudent to build evaluation into a health communication campaign plan.…”

Section: Discussionmentioning

confidence: 99%

Promoting Physical Activity through Health Communications Campaigns

King

Della

Eckler

et al. 2021

ACSM's Health and Fitness Journal

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Provides resources for creating more accessible and inclusive communication tools and messages https://www.wellness4ky.org/ Association of University Centers on Disabilities Provides two versions of a plain resource (short and long), easier to digest than the larger documents https://www.aucd.org/template/ page.cfm?id=1207 Tools for design CDC's Public Health Image Library Provides publicly available health-related images https://phil.cdc.gov/ Canva Provides templates for infographics, social media posts, and posters with a free account https://www.canva.com/ infographics/templates/ Volume 25 | Number 4

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“…Unlike disciplines such as business and entrepreneurship (Kjeldgaard et al, 2021), failures are neither publicized nor celebrated in social marketing practice. Instead, there is a tendency to share successes, particularly from a program’s perspective (Akbar, Garnelo-Gomez, Ndupu, Barnes & Foster, 2021b; Lee & Kotler, 2016). Conversely, while failures have recently received some attention in the field, along with illustrations of factors emerging from practice that contributed to interventions' failure (Akbar et al, 2021; Cook et al, 2020, 2021; ), a systematic evaluation of failures is sorely lacking.…”

Section: Introductionmentioning

confidence: 99%

Conceptualizing, Embracing, and Measuring Failure in Social Marketing Practice

Akbar

Foote

Lawson

2023

Social Marketing Quarterly

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Background While failure in social marketing practice represents an emerging research agenda, the discipline has not yet considered this concept systematically or cohesively. This lack of a clear conceptualization of failure in social marketing to aid practice thus presents a significant research gap. Focus This study aimed to conceptualize failures in social marketing practice. Methods A qualitative survey was conducted using purposive sampling to solicit expert views of well-established social marketing academics and practitioners. Participants were asked to discuss failures in social marketing practice based on their experience in the field. A total of 49 participants provided their input to the survey. Thematic analysis was used to develop four themes addressing the research question. Importance It is widely acknowledged that reflecting and learning from past failures to promote future best practices is desirable for any discipline. As an empirically based social change discipline, social marketing would benefit from the elevation of failure within its broader research agenda. Results Four themes were identified: (1) Failures occur when the target behaviors are not achieved, (2) Tactics used to measure failures, (3) Process failure, and (4) Failures either not measured or reframed as lessons learned. A conceptual framework was created to characterize the nature of failures in social marketing practice, representing a feedback loop deemed problematic for the discipline. Recommendations We call for social marketers to explicitly acknowledge and address failures when describing and reporting on their work and project outcomes. Efforts should be made to adopt a reflexive stance and examine and address internal and external factors affecting the program’s failures.

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Epilogue

Cited by 6 publications

References 0 publications

Men Who Suffered Intimate Partner Violence: Impressions About Existing Public Campaigns and Recommendations for New Ones

Men Who Suffered Intimate Partner Violence: Impressions About Existing Public Campaigns and Recommendations for New Ones

Promoting Physical Activity through Health Communications Campaigns

Conceptualizing, Embracing, and Measuring Failure in Social Marketing Practice

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