On the need for a life-span approach to health campaign evaluation.

Journal Article (Journal Article)

Campaign evaluation researchers should investigate age not just as an audience segmentation variable but also as a potentially valuable moderator of measure validity and campaign effects. Although researchers interested in physician-patient interaction and family communication have long considered aging dynamics, media campaign evaluation research has insufficiently addressed changes over the life span. In this article, I summarize some examples illustrating the importance of such work and propose additional theoretical possibilities.

Full Text

Duke Authors

Cited Authors

  • Southwell, BG

Published Date

  • September 2010

Published In

Volume / Issue

  • 25 / 6-7

Start / End Page

  • 525 - 528

PubMed ID

  • 20845132

Electronic International Standard Serial Number (EISSN)

  • 1532-7027

Digital Object Identifier (DOI)

  • 10.1080/10410236.2010.496701


  • eng

Conference Location

  • England