After reading Chapter 7, review Case Activity: A New Campaign to Combat Heart Disease on page 134 of your text and answer the questions from the Writing Prompt section. Be specific to receive full credit.
Case Activity: A New Campaign to Combat Heart Disease
The American Heart Association (AHA) has been educating the public about heart disease for a number of years with great success but has recently found that the level of awareness about how to prevent heart attacks has not increased in the past two years. A new communication campaign is needed to convey key messages through multiple platforms and channels.
What strategies and tactics would you recommend, using this chapter as a guideline in terms of
(1) tailoring messages to what is described as “passive” audiences,
(2)how to make the message relatively simple and easy to u nderstand,
3) reinforcing the message through social media, videos, and even events, and
(4) using word-of-mouth—WOM—techniques.
