HSC 300 Exam Questions with
Complete Answers
Peripheral cues - ANSWER-cultural references
Social marketing - ANSWER-not a theory, but a systematic approach to developing
health interventions. consumer centered and stress the important of the four P's
Product- the behavior, service, product, or policy
Price- price of the product (i.e. time, money, emotional, physical)
Place- the distribution channels, or place most appropriate to expose target audience
to message or product
Promotion- how the message is conveyed
Targeting - ANSWER-focusing on one small group of ppl within a larger population
that has critical features in common
Tailoring - ANSWER-Focusing on one small group within a larger population that has
critical features in common
Audience segmentation - ANSWER-division of large group of ppl into smaller
homogenous groupings based on shared characteristics. for communication
Partner-based segmentation - ANSWER-working through intermediate groups who
have the desired target audience in their mind. commonly used to ksimply logistics
and reduce cost
channel segmentation - ANSWER-based on personal media preferences and
extremly popular
Traditional Media - ANSWER-all communication medium used before the invention
of internet to coommunicate auxh aas televison radio, billboards etc
Entertainment education - ANSWER-purposely designing nad implementing a media
message to both entertain and educate. strategy to bring out behavoral and social
change
Consumer generated media - ANSWER-websites created using web 2.0
technologies such as blogs wikis, social networking wtc. aka ugc and ucc
Viral marketing - ANSWER-strategy that facillitates and encourages people to pass
along a message through social networks.
why called viral - ANSWER-relies on a small group of ppl initially exposed passing it
to others
, Creative brief - ANSWER-document that includes information that will be needed by
a creative team in order to develop concepts and messages
Gatekeeper - ANSWER-person who has a reputation or responsibility for upholding
standards in a community. can help support a behavior change goal if in agreeance
of prevent its adoption
Messages - ANSWER-memorable explanatory words or images that ocnvey an idea.
Concept - ANSWER-ideas communicated symbolically or artistically for discussion
sometimes referring to something broad or new
Cognitive research - ANSWER-number of techniques derived from pyschology that
help us understand how we process information.
Cognitive interviews - ANSWER-qualitative method that asks participants to
commment on their own thought proeesses in reference to some stimuli such as a
survey. often used in pretesting phase
Pilot test - ANSWER-attempt a small-scale trial of all the elements of the strategy in
a limited number of locations for a brief period of time
Usability - ANSWER-research step in the design and launch of a website where
users evaluate the ease of the website navigation layout etc
Information processing theory - ANSWER-mental process where consumers
interpret info from the environment to make it meaningful and make
decisions.focuses on how the mind receives, stores, and uses info.
Elaboration likelihood model - ANSWER-suggest that if youre already engaged in an
issue you will pay more attention to new information about this issue. if engaged
need peripheral stimuli to grab attention
Persuasion theory - ANSWER-...
Health belief model - ANSWER-first developed to explain individual public health
behaviors. in this model individual beliefs motivate or discourage health behaviors
such as perceived susceptibility, severity, benefits, cost of intervention, behavior
change, and ability to act
Social Marketing Model - ANSWER-...
Social cognitive theory - ANSWER-hypothesizes that individual behavior is the result
of constant interaction between the external environment and internal psychosocial
characteristics sand perceptions self efficacy included in this
Stages of Change (TTM) - ANSWER-individuals move through a specific process
when deciding whether to change their behavior and when actually changing their
behavior. stages are precontemplation, contemplation, preparation, action,and
maitenance
Complete Answers
Peripheral cues - ANSWER-cultural references
Social marketing - ANSWER-not a theory, but a systematic approach to developing
health interventions. consumer centered and stress the important of the four P's
Product- the behavior, service, product, or policy
Price- price of the product (i.e. time, money, emotional, physical)
Place- the distribution channels, or place most appropriate to expose target audience
to message or product
Promotion- how the message is conveyed
Targeting - ANSWER-focusing on one small group of ppl within a larger population
that has critical features in common
Tailoring - ANSWER-Focusing on one small group within a larger population that has
critical features in common
Audience segmentation - ANSWER-division of large group of ppl into smaller
homogenous groupings based on shared characteristics. for communication
Partner-based segmentation - ANSWER-working through intermediate groups who
have the desired target audience in their mind. commonly used to ksimply logistics
and reduce cost
channel segmentation - ANSWER-based on personal media preferences and
extremly popular
Traditional Media - ANSWER-all communication medium used before the invention
of internet to coommunicate auxh aas televison radio, billboards etc
Entertainment education - ANSWER-purposely designing nad implementing a media
message to both entertain and educate. strategy to bring out behavoral and social
change
Consumer generated media - ANSWER-websites created using web 2.0
technologies such as blogs wikis, social networking wtc. aka ugc and ucc
Viral marketing - ANSWER-strategy that facillitates and encourages people to pass
along a message through social networks.
why called viral - ANSWER-relies on a small group of ppl initially exposed passing it
to others
, Creative brief - ANSWER-document that includes information that will be needed by
a creative team in order to develop concepts and messages
Gatekeeper - ANSWER-person who has a reputation or responsibility for upholding
standards in a community. can help support a behavior change goal if in agreeance
of prevent its adoption
Messages - ANSWER-memorable explanatory words or images that ocnvey an idea.
Concept - ANSWER-ideas communicated symbolically or artistically for discussion
sometimes referring to something broad or new
Cognitive research - ANSWER-number of techniques derived from pyschology that
help us understand how we process information.
Cognitive interviews - ANSWER-qualitative method that asks participants to
commment on their own thought proeesses in reference to some stimuli such as a
survey. often used in pretesting phase
Pilot test - ANSWER-attempt a small-scale trial of all the elements of the strategy in
a limited number of locations for a brief period of time
Usability - ANSWER-research step in the design and launch of a website where
users evaluate the ease of the website navigation layout etc
Information processing theory - ANSWER-mental process where consumers
interpret info from the environment to make it meaningful and make
decisions.focuses on how the mind receives, stores, and uses info.
Elaboration likelihood model - ANSWER-suggest that if youre already engaged in an
issue you will pay more attention to new information about this issue. if engaged
need peripheral stimuli to grab attention
Persuasion theory - ANSWER-...
Health belief model - ANSWER-first developed to explain individual public health
behaviors. in this model individual beliefs motivate or discourage health behaviors
such as perceived susceptibility, severity, benefits, cost of intervention, behavior
change, and ability to act
Social Marketing Model - ANSWER-...
Social cognitive theory - ANSWER-hypothesizes that individual behavior is the result
of constant interaction between the external environment and internal psychosocial
characteristics sand perceptions self efficacy included in this
Stages of Change (TTM) - ANSWER-individuals move through a specific process
when deciding whether to change their behavior and when actually changing their
behavior. stages are precontemplation, contemplation, preparation, action,and
maitenance
