Bonfadelli H
Seminar für Publizistikwissenschaft, Universität Zürich.
Soz Praventivmed. 1988;33(2):86-92. doi: 10.1007/BF02098309.
Evaluative research clearly shows that public health campaigns can be effective. However, it is important that theories and results of communication research are applied in the planning phase of a health campaign. Questions to be considered are: What are the specific goals of the campaign? Who is the target group, and who selects it? What is the message to be conveyed, and who shall develop it? What is known about the effectiveness of the media in reaching the target audience? And last but not least: Only evaluative research can prove if a campaign has reached its goals!
评估性研究清楚地表明，公共卫生运动可能会有成效。然而，在健康运动的规划阶段应用传播研究的理论和成果很重要。需要考虑的问题有：运动的具体目标是什么？目标群体是谁，又是谁选定的？要传达什么信息，由谁来制定？关于媒体在触达目标受众方面的效果有哪些了解？最后但同样重要的是：只有评估性研究才能证明一项运动是否实现了其目标！
