Q1.  Parvanta et al., Chapter 8: Behavior Change Communication. There are “immutable laws” of social marketing defined by Parvanta, including Audience Segmentation, Behavioral Focus, Exchange of Benefits, Barriers, and Competition. Use the same health issue as your intended 30 second PSA in Media Project 3.  Then discuss three of these critical components as they relate to developing a possible 30 second ad for the audience.

Q2.  Parvanta et al., Chapter 8: Behavior Change Communication. According to Parvanta, message framing can be as important as the message itself when it comes to persuasion.  For a health topic of your choice, identify your target population and develop your key message for that specific audience, using one of the message framing approaches (loss or gain, progressive, impact, disparities, etc.). Describe the message and how you use aspects of that frame to fit your intended audience. Use the same health issue as your intended 30 second PSA in Media Project 3.

Q3.  Parvanta et al., Chapter 8: Behavior Change Communication. Discuss how you could use either inoculation theory, elaboration likelihood model, or extended parallel process model as the theory framework for designing your 30 second PSA. What is the difference between practice strategies and theories?  Offer examples of each and how they differ.

Q4. Parvanta et al., Chapter 8: Appendix. How could each of the following types of research (theory based message design, formative and laboratory research, field research) be used to improve a planned public service announcement on X?