Demand Generation I-Kit for Underutilized, Life Saving Commodities

Media Selection

The most successful demand generation interventions are those that are grounded in sound behavioral and communication theory. But while theory and frameworks are commonly used to guide the design of health messaging content, the same is not always the case for the selection of the media through which those messages are conveyed.

A Theory-Based Framework for Media Selection in Demand Generation Programs provides step-by-step information and practical tools to guide media selection (i.e. communication channels) using a theory-based approach.  The Guide provides a theoretical foundation to guide the design, implementation and evaluation of media selection; with a specific focus on information communication technology (ICT) and new media channels, commonly referred to as e- and m-health.

This Guide contains:

  • Demand generation key concepts and definitions
  • Using Theory to Design Demand Generation Programs
    • Media Richness
    • Uses and Gratifications
  • TIMS: A New Theory-based Framework for Media Selection
    • Applying the TIMS Framework
    • Step 1: Media Richness
    • Step 2: Uses and Gratifications
    • Step 3: Overlapping Media
  • Primer on Media Richness Theory
  • Primer on Uses and Gratifications

For illustrative examples showcasing the use of ICT and new media in demand generation targeted at both providers and families see Utilizing ICT and New Media in Demand Generation for Reproductive, Maternal, Newborn and Child Health: Three Case Studies and Recommendations for Future Programming.

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