ERIC Number: ED230973
Record Type: RIE
Publication Date: 1983-Aug
Reference Count: 0
The Effects of Direct Mail Appeals on Awareness, Readership, and Cognitive Response Content in a Community Heart Health Campaign.
Loken, Barbara; And Others
A study was conducted to determine the effectiveness of direct mail appeals in a heart health campaign and to explore the effects of three appeal types (positive, negative, and informational) on knowledge levels and behavior patterns. Seven-hundred fifty randomly selected households were mailed brochures representing one of the three appeal types. A control group of 250 households received no brochure. A telephone survey conducted 1 week after the mailing indicated that about one-fifth of the population remembered receiving the brochure, and 14% reported actually reading all or part of it. Further, those receiving the brochure showed greater heart disease awareness and risk factor knowledge 1 week later than did those who did not receive it. None of the three appeal types proved to be superior to the others. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Sponsor: National Institutes of Health (DHHS), Bethesda, MD.
Authoring Institution: N/A
Identifiers: Direct Mail Campaigns
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (66th, Corvallis, OR, August 6-9, 1983).