Skip to main content
Journal cover image

Can we measure encoded exposure? Validation evidence from a national campaign.

Publication ,  Journal Article
Southwell, BG; Barmada, CH; Hornik, RC; Maklan, DM
Published in: J Health Commun
2002

Exposure is often cited as an explanation for campaign success or failure. A lack of validation evidence for typical exposure measures, however, suggests the possibility of either misdirected measurement or incomplete conceptualization of the idea. If whether people engage campaign content in a basic, rudimentary manner is what matters when we talk about exposure, a recognition-based task should provide a useful measure of exposure, or what we might call encoded exposure, that we can validate. Data from two independent sources, the National Survey of Parents and Youth (NSPY) and purchase data from a national antidrug campaign, offer such validation. Both youth and their parents were much more likely to recognize actual campaign advertisements than to claim recognition of bogus advertisements. Also, gross rating points (GRPs) for a campaign advertisement correlated strikingly with average encoded exposure for an advertisement among both youth (r = 0.82) and their parents (r = 0.53).

Duke Scholars

Altmetric Attention Stats
Dimensions Citation Stats

Published In

J Health Commun

DOI

ISSN

1081-0730

Publication Date

2002

Volume

7

Issue

5

Start / End Page

445 / 453

Location

United States

Related Subject Headings

  • United States
  • Substance-Related Disorders
  • Social Marketing
  • Public Health
  • Program Evaluation
  • Persuasive Communication
  • Humans
  • Health Promotion
  • Child
  • Advertising
 

Citation

APA
Chicago
ICMJE
MLA
NLM
Southwell, B. G., Barmada, C. H., Hornik, R. C., & Maklan, D. M. (2002). Can we measure encoded exposure? Validation evidence from a national campaign. J Health Commun, 7(5), 445–453. https://doi.org/10.1080/10810730290001800
Southwell, Brian G., Carlin Henry Barmada, Robert C. Hornik, and David M. Maklan. “Can we measure encoded exposure? Validation evidence from a national campaign.J Health Commun 7, no. 5 (2002): 445–53. https://doi.org/10.1080/10810730290001800.
Southwell BG, Barmada CH, Hornik RC, Maklan DM. Can we measure encoded exposure? Validation evidence from a national campaign. J Health Commun. 2002;7(5):445–53.
Southwell, Brian G., et al. “Can we measure encoded exposure? Validation evidence from a national campaign.J Health Commun, vol. 7, no. 5, 2002, pp. 445–53. Pubmed, doi:10.1080/10810730290001800.
Southwell BG, Barmada CH, Hornik RC, Maklan DM. Can we measure encoded exposure? Validation evidence from a national campaign. J Health Commun. 2002;7(5):445–453.
Journal cover image

Published In

J Health Commun

DOI

ISSN

1081-0730

Publication Date

2002

Volume

7

Issue

5

Start / End Page

445 / 453

Location

United States

Related Subject Headings

  • United States
  • Substance-Related Disorders
  • Social Marketing
  • Public Health
  • Program Evaluation
  • Persuasive Communication
  • Humans
  • Health Promotion
  • Child
  • Advertising