Week 10 - Advertising and Public Relations

KEY CONCEPTS
- A.M.O.
- Public Relations
- Nature Of Media
.......- TV, Radio, and Print
- PR Tools
.......- Promotions
.......- News Releases
.......- Pitch Letters
.......- Media Advisories
.......- PSAs
- Dr. Jim McBride's Take Away Messages

Week 9 - Message Strategies II and Identity, Positioning, and Branding

KEY CONCEPTS
- Behavior Change As A Process - Not An Event
- Test Behaviors: Feasibility
- Make Sure Behaviors Can Be Performed
- Practicality, Appropriateness
- Identity - Your Soul
- Branding - Symbolism and Communications
- Image - Constellation of Impressions
- Positioning - Where You Live In Hearts And Minds
- Brain/Ladder
- Top Of Mind
- Dr. Linda Lloyd's Take Away Messages

Week 8 - Message Strategies I

KEY CONCEPTS
- Framing Of Decisions
- Psychology Of Choice
- Reference Points/Anchors
- Gain vs. Losses And Risk Aversion vs. Risk Seeking
- 6 Elements Of Communication Strategy
- Benefits And Support
- "Wrong Reason" Health Promotion
- "House" Metaphor
- Message Strategies (fear, humor, slice of life, testimonial) & Effects

Week 7 - Health Literacy

KEY CONCEPTS
-Health Literacy
-Low Literacy Does Not Equal Unintelligent
-Plain Language
-Transcreation

Week 6 - Understanding & Segmenting Your Audiences II

KEY CONCEPTS
- Segmentation As Stereotyping
- Hard To Reach
.......- 4 Assumptions
.......- Alternatives
- Different not deficient
- Society not individual
- Communication As Dialogue
- "Under The Radar" Marketing
- Culture Spies

Week 5 - Understanding & Segmenting Your Audiences I

KEY CONCEPTS
- Segmentation
- Two Steps
- Demographic
- Psychographic
- Geographic
- Behavioral

Week 4 - Formative Research II, Presentation Skills

KEY CONCEPTS
- Qualitative Research
- Focus Groups
- Active Listening
- Types Of Responses
- Communicating With Your Face