Answer to Question 1
Five tips for creating public service announcements (PSAs) are:
1 . Produce announcements of professional quality. One professional PSA is better than several low-quality ones.
2 . Get the audience involved. Sound effects, questions, repetition, and humor are sometimes more effective at grabbing the attention of the audience than the factual approach.
3 . Market the service offered, not just the PSA topic. Offer a brochure, a toll-free information hotline, or a screening service.
4 . Simplify the response action needed. Advertise a local phone number or an easy-to-remember post office box number or web address.
5 . Develop and nurture a good rapport with the television and radio public service directors. They may be able to improve the PSA's production quality and increase scheduled air time.
Answer to Question 2
Market research enables community nutritionists to target specific groups for health promotion and disease prevention in terms of their geography, demography, and psychography. This type of analysis is helpful in many ways: (1) targeting those at risk; (2) carrying out strategic marketing planning;(3) developing marketing media strategies; (4) examining the feasibility of various promotional tools (e.g., direct mailing versus online distribution of nutrition education materials); and (5) determining the appropriate mix of nutrition programs and services to offer on the basis of demographics (such as concentration of women, infants, children, and older adults).
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