The message development tool: a case for effective operationalization of messaging in social marketing practice.

@article{Mattson2010TheMD,
  title={The message development tool: a case for effective operationalization of messaging in social marketing practice.},
  author={Marifran Mattson and Ambar Basu},
  journal={Health marketing quarterly},
  year={2010},
  volume={27 3},
  pages={275-90}
}
That messages are essential, if not the most critical component of any communicative process, seems like an obvious claim. More so when the communication is about health--one of the most vital and elemental of human experiences (Babrow & Mattson, 2003). Any communication campaign that aims to change a target audience's health behaviors needs to centralize messages. Even though messaging strategies are an essential component of social marketing and are a widely used campaign model, health… CONTINUE READING

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