How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness: Consumer Response to Social and Mass Media Promotion for Pregnancy Screening Programs

This study examines the impact of message framing and visual cues on the effectiveness of social and mass media advertising promoting omega-3 screening programs for pregnant people and their families.
Northcott et al

Management Slant

  • Advertisement pretesting is important for ensuring that the messages are well received, inclusive, and effective in promoting uptake of health behaviors among the target audience.
  • Basic demographic segmentation can be a cost-efficient and effective way to develop evidence-based segmentation strategies for social and mass media advertising campaigns, instead of relying on highly tailored advertisements.
  • The use of gain-frame messages and emotional visual cues can be effective in promoting positive attitudes and driving behavioral intentions in health-related advertising campaigns.
  • Advertisers should focus on developing such messaging strategies that resonate with their target audience to increase engagement...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands