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A mixed methods evaluation of televised health promotion advertisements targeted at older adults

Author

Listed:
  • Berry, Tanya R.
  • Spence, John C.
  • Plotnikoff, Ronald C.
  • Bauman, Adrian
  • McCargar, Linda
  • Witcher, Chad
  • Clark, Marianne
  • Stolp, Sean

Abstract

The purpose of this research was to evaluate television advertisements targeted at 55-70-year olds that promoted physical activity and fruit and vegetable consumption. Awareness of the campaign, perceived credibility of the source, intentions to visit a promoted website, and intentions to perform the healthy behaviors were evaluated using mixed methods research. Results from a population level survey (n = 1600) showed low unprompted and prompted awareness of the campaign and no differences in intentions or behaviors among those who were aware of the campaign. Unprompted recall resulted in a very wide range of responses including the citation of many commercial advertisers. Qualitative themes that emerged from the focus groups included neutral, positive, and negative comments about the advertisements, source credibility, website considerations specific to seniors, and suggestions about appropriate advertising for older adults. This research showed that the increased attention paid to the advertisements was due in a large part to negative reactions to the character used in the advertisements. Another important finding was the government was not considered to be a credible source of health information. Finally, health promoters should be cautious about websites as the primary source of information, particularly for older adults.

Suggested Citation

  • Berry, Tanya R. & Spence, John C. & Plotnikoff, Ronald C. & Bauman, Adrian & McCargar, Linda & Witcher, Chad & Clark, Marianne & Stolp, Sean, 2009. "A mixed methods evaluation of televised health promotion advertisements targeted at older adults," Evaluation and Program Planning, Elsevier, vol. 32(3), pages 278-288, August.
    • Handle: RePEc:eee:epplan:v:32:y:2009:i:3:p:278-288
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    References listed on IDEAS

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    1. Bauman, Adrian & Smith, Ben J. & Maibach, Edward W. & Reger-Nash, Bill, 2006. "Evaluation of mass media campaigns for physical activity," Evaluation and Program Planning, Elsevier, vol. 29(3), pages 312-322, August.
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    Cited by:

    1. Halder, Deepa & Pradhan, Debasis & Roy Chaudhuri, Himadri, 2021. "Forty-five years of celebrity credibility and endorsement literature: Review and learnings," Journal of Business Research, Elsevier, vol. 125(C), pages 397-415.
    2. Costa, António Firmino da & Pegado, Elsa & Ávila, Patrícia & Coelho, Ana Rita, 2013. "Mixed-methods evaluation in complex programmes: The national reading plan in Portugal," Evaluation and Program Planning, Elsevier, vol. 39(C), pages 1-9.

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