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Health Communications Synopsis |
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In Effective Health Message Design, Ratzan (et al., 1994) attempt to analyze a governmental media campaign, the American Responds to AIDS campaign. In so doing, they use the analysis tool known as WIN (workable integrative negotiation) principles of COAST (communication, options, alternatives, standards, and trust). On both the macro- and micro-levels, the authors' purpose is to reveal shortcomings and strengths in the governmental media campaign designed to promote awareness regarding AIDS to populations most at-risk. Like most marketing campaigns which are being designed to reach more and more segmented
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Responds AIDS, America Ratzan, Design Ratzan, Scientist Vol, Massett Effective, media campaigns, ratzan et, authors argue, ratzan et al, et al, prove effective, governmental media, media campaign, responds aids campaign, national media campaigns, governmental media campaign, attitudes behaviors, responds aids, regarding aids, authors argue health,
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