Evaluating the Effectiveness of Health Communication Messages on Iraqi Satellite Channels
A Proposed Framework for Developing a Motivational Advertising Model
DOI:
https://doi.org/10.33282/abaa.v18i73.1328Keywords:
Health motivation, evaluation, media messages, satellite channels, advertising modelAbstract
Objectives: This research aims to evaluate the effectiveness of health communication messages based on several factors, including clarity, cultural appropriateness, and credibility, as well as to determine the extent to which these messages influence health motivation and behavioral intention among the target audience.
Methodology: The researcher adopted a mixed-methods approach (qualitative and quantitative) by selecting a sample for content analysis of 20 health advertising campaigns, based on specific criteria from four Iraqi satellite channels, as well as conducting a field survey of a sample of 200 individuals from four districts in Diyala Governorate.
Results: The research findings revealed statistically significant differences in certain demographic variables associated with the Iraqi audience’s responses to public health messages, as well as the presence of emotional appeals and high production quality in the advertisements, reflecting the influence of these factors on public health motivation.
Conclusion: The study concluded that the frequency of health advertisement broadcasts had no effect, despite the clarity of the advertising messages and the credibility of their sources.
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