Strategies of media marketing for

Keiser, Nikki Hutton

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CDC STACKS serves as an archival repository of CDC-published products including scientific findings, journal articles, guidelines, recommendations, or other public health information authored or co-authored by CDC or funded partners. As a repository, CDC STACKS retains documents in their original published format to ensure public access to scientific information.

i

Strategies of media marketing for "America Responds to AIDS" and applying lessons learned.

1991 Nov-Dec
By Keiser, Nikki Hutton
Source: Public Health Rep. 106(6):623-627

English

Details Related Documents You May Also Like

Details:

Alternative Title:

Public Health Rep
Personal Author:

Keiser, Nikki Hutton
Description:

The Centers for Disease Control's (CDC) public service announcement (PSA) campaign on acquired immunodeficiency syndrome (AIDS), entitled "America Responds to AIDS," has provided an opportunity to examine various media marketing techniques and their effectiveness in setting and sustaining a national media agenda for public health. The overall objective was to enlist the media as a partner in the effort to establish a clear national public health agenda on AIDS by reaching as many Americans as possible with disease prevention information in a credible and acceptable way. In order for the media to become interested in a subject traditionally treated as health information rather than a "news story," CDC identified and employed various methods and tools to generate coverage. These included the use of news conferences, video and audio news releases, satellite interviews, and press kits developed for each phase of the campaign. News "hooks" were used to grab attention; for example, the use of well-known public health spokespersons in media events or the promotion of free collateral materials. The marketing approach undertaken for each phase of the campaign varied, and lessons were learned and applied along the way. A model emerged indicating that a combination of techniques could result in maximum exposure in both news stories and public affairs programming. Because the model allowed messages to be delivered credibly and consistently, the result was increased usage of the PSAs to coincide with the media coverage.
Subjects:

[+]

Acquired Immunodeficiency Syndrome Advertising As Topic Health Education Humans Marketing Of Health Services Mass Media Research Article Television
Source:

Public Health Rep. 106(6):623-627
Pubmed ID:

1659707
Pubmed Central ID:

PMCnull
Document Type:

Journal Article
Name as Subject:

America Responds to AIDS ; Centers for Disease Control (U.S.) ; National AIDS Information and Education Program (U.S.) ; America Responds to AIDS ; Centers for Disease Control (U.S.) ; ... More +

America Responds to AIDS ; Centers for Disease Control (U.S.) ; National AIDS Information and Education Program (U.S.) ; America Responds to AIDS ; Centers for Disease Control (U.S.) ; National AIDS Information and Education Program (U.S.) Less -
Place as Subject:

United States
Volume:

106
Issue:

6
Collection(s):

Public Health Reports
Main Document Checksum:

[+]

urn:sha256:cb2c300a3c99546aefb0b1371f120d444c2e39415ed15c206521823d7a54aead
Download URL:

https://stacks.cdc.gov/view/cdc/63656/cdc_63656_DS1.pdf
File Type:

[PDF-957.64 KB]