کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018261 940336 2010 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Developing pandemic communication strategies: Preparation without panic
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Developing pandemic communication strategies: Preparation without panic
چکیده انگلیسی

Communication in the media regarding a potential avian influenza epidemic can serve to accurately and effectively inform the public OR misinform and contribute to unnecessary public panic and subsequent undesirable responses. Governments have time to develop communication strategies and specific messages that can effectively convey desired information at different stages of the anticipated pandemic. Effective social marketing incorporates the concepts of formative research, audience segmentation, and consumer focus. Based on the findings from earlier research on public awareness and understanding of bird flu, the collaborators of the project developed evidence-based advertising messages for two primary time-points in pandemic preparation and tested in a series of focus groups; modified them based on the findings; and then re-tested the final campaign. These findings provide important recommendations for the development of future social marketing campaigns in the event of pandemics or other public health crises.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 63, Issue 2, February 2010, Pages 126–132
نویسندگان
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