Which approach creates individualized communications by gathering personal data to determine the most appropriate strategy to meet that person’s needs?

a. Segmentation

b. Targeting

c. Marketing

d. Tailoring

Which of the following is an example of a secondary audience?

a. An anti-smoking campaign targeting smokers

b. Fathers in a campaign to increase breastfeeding in first-time mothers

c. The primary caregiver in a campaign to vaccinate children

d. Individuals who go out to bars in a campaign to reduce drunk driving

Which of the following is an example of loss-framing?

a. Using a disclosing rinse before brushing enhances your ability to detect areas of plaque accumulation.

b. You can’t win if you don’t play (the lottery).

c. If caught at an early stage, removing polyps during a colonoscopy virtually eliminates the chance of cancer.

d. Wearing sunscreen helps to prevent skin cancer.

4. True or false: The messenger in a health communication campaign is not important as long as the message being communicated is accurate.

a. True

b. False

5. According to Chon and Park’s (2017)’s audience segmentation analysis, the “Health Aware” cluster had which of the following characteristics?

a. High health literacy

b. High income earners

c. Believe they are not healthy

d. More likely to attribute causes of cancer to genetic factors vs. one’s typical health behaviors