title: Programmatic research to increase the effectiveness of health communication campaigns.
abstract: This article reviews a long program of research designed to investigate ways to increase the effectiveness of televised antidrug public service announcements. The review highlights the importance of audience targeting (adolescent and young adult high sensation seekers) and message design (message sensation value) in campaign research. It also emphasizes the role of theory and evaluation in programmatic research.
authors.affiliation: a College of Communication and Information , University of Kentucky , Lexington , Kentucky , USA.
authors.forename: Nancy Grant
authors.initials: NG
authors.lastname: Harrington
authors.forename: Philip C
authors.initials: PC
authors.lastname: Palmgreen
authors.forename: Lewis
authors.initials: L
authors.lastname: Donohew
mesh_terms: D000293:Adolescent; D058015:Health Communication / Q000379:methods*; D006293:Health Promotion; D006801:Humans; D015397:Program Evaluation; D012106:Research; D019966:Substance-Related Disorders / Q000517:prevention & control; D013690:Television; D055815:Young Adult