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Health Education Research, Vol. 2, No. 2, 123-129, 1987
© 1987 Oxford University Press

research-article

Evaluation of the development, dissemination and effectiveness of mass media health programming

Brian R. Flay

Department of Preventive Medicine, Institute for Health Promotion and Disease Prevention and Annenberg School of Communication, University of Southern California 35 North Lake Avenue — Suite 200, Pasadena, CA 91101, USA

Many mass media health promotion programs seem to fail because of inadequate attention to several levels of evaluation research, possibly during product development. A rational sequence of evaluation research is suggested and described. Pre-production research includes planning research, concept testing, and pretesting of rough forms of the product. Audience testing research is suggested post-production but prior to dissemination – it includes small-scale assessments of message/product acceptability and efficacy. Post-dissemination research includes implementation, effectiveness, and process evaluation. It is argued that greater emphasis be placed on formative (pre-production) research and audience testing (particularly efficacy testing) than is usually the case.


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