Evaluation of the development, dissemination and effectiveness of mass media health programming

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Abstract
Many mass media health promotion programs seem to fail because of inadequate attention to several levels of evaluation research, possibly during product development. A rational sequence of evaluation research is suggested and described. Pre-production research includes planning research, concept testing, and pretesting of rough forms of the product. Audience testing research is suggested post-production but prior to dissemination – it includes small-scale assessments of message/product acceptability and efficacy. Post-dissemination research includes implementation, effectiveness, and process evaluation. It is argued that greater emphasis be placed on formative (pre-production) research and audience testing (particularly efficacy testing) than is usually the case.

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