Low recall of local television health care news segment topics, sponsors and program names.
In an effort to examine the effectiveness of hospitals' sponsoring of local broadcast news health care segments, viewer recall of information presented in news reports, the program name of the reports, and the names of the hospital sponsors of those reports were analyzed. Despite the fact that telephone survey respondents said they place a higher value on televised health care information than they do for other mass media, recall was found to be generally poor. A majority of respondents could not name the topic of the televised health news report they had viewed, the program name or the program sponsor.
Gibson
R
R
School of Mass Communications, Texas Tech University 79409-3082, USA. rgibson@ttu.edu
Hudson
J C
JC
Watts
L
L
D000293:Adolescent; D000328:Adult; D000329:Advertising; D000368:Aged; D005260:Female; D019981:Health Care Sector / Q000706:statistics & numerical data*; D006801:Humans; D008297:Male; D008389:Marketing of Health Services / Q000379:methods*; D011939:Mental Recall; D008875:Middle Aged; D011639:Public Opinion; D011795:Surveys and Questionnaires; D013690:Television; D013781:Texas