Austin L S, Husted K
Medical University of South Carolina, Charleston 29425, USA.
Psychiatr Serv. 1998 Jun;49(6):808-11. doi: 10.1176/ps.49.6.808.
Mass media campaigns to influence public attitudes and behaviors in the area of mental health must consider cost-effectiveness, which is based on actual costs, the number of people reached (exposures), and the impact of the program on the individual. Cost per exposure is a critical factor. The authors review their experience in developing media programs in several broadcast formats and in print. Their experience suggests that an effective television production has a very high per-exposure cost and that radio is a more cost-effective way to present health messages. Radio programs also have the advantage of reaching people in their homes or cars or at work. Brief segments may be particularly cost-effective because they can be can be inserted between programs during prime-time hours. Print media--newspapers, magazines, and newsletters--can be cost-effective if magazine or newspaper space is free, but newsletters can be costly due to fixed postage costs. One advantage of print is that it can be reread, clipped out, copied, and passed on.
旨在影响公众在心理健康领域态度和行为的大众媒体宣传活动必须考虑成本效益，这基于实际成本、覆盖人数（曝光量）以及该项目对个人的影响。每次曝光成本是一个关键因素。作者回顾了他们在开发多种广播形式和印刷媒体项目方面的经验。他们的经验表明，一档有效的电视节目制作每次曝光成本非常高，而广播是传播健康信息更具成本效益的方式。广播节目还具有能让人们在家中、汽车里或工作场所收听的优势。简短片段可能特别具有成本效益，因为它们可以在黄金时段的节目之间插播。如果杂志或报纸版面免费，印刷媒体（报纸、杂志和时事通讯）可能具有成本效益，但由于固定的邮资成本，时事通讯可能成本较高。印刷品的一个优点是可以重读、剪下、复印并传阅。
