A Health Hierarchy of Effects Model
Rouse, Ruby A.; Rouse, Ruby A.; San Antonio, TX, 78232-4256
Журнал:
Health Marketing Quarterly
Дата:
1991
Аннотация:
Work by both advertising and health researchers has independently yielded hierarchy of effects models which can be used to predict campaign success. Unfortunately, however, previous work has been criticized as "common sense" approaches which are more "assumed" than "proven." This analysis argues that much of the problem is due to the lack of precision often associated with over-simplified "uni-dimenstional" models. Instead, this perspective synthesized a "two-dimensional" health hierarchy of effects model and outlines a pragmatic strategy for campain measurement.
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