A Study on the Development of the Advertising Strategy and Public Service Announcement Materials for National Immunization

예방접종 홍보광고 전략개발 조사연구

  • Oh, Kuk-Hwan (Department of Public Health, Graduate School of Public Health and Welfare Konyang University) ;
  • Lee, Moo-Sik (Department of Preventive Medicine college of Medicine, Konyang University) ;
  • Kim, Byung-Hee (Department of Advertising and public Relations, School of Communication Seowon university) ;
  • Na, Baeg-Ju (Department of Preventive Medicine college of Medicine, Konyang University) ;
  • Kim, Keon-Yup (Department of Preventive Medicine college of Medicine, Konyang University) ;
  • Hong, Jee-Young (Department of Preventive Medicine college of Medicine, Konyang University) ;
  • Kim, Young-Taek (Division of vaccine preventable disease control and national National Immunization, Programme Deparament of Infectious Disease Control korea center for disease control and prevention) ;
  • Go, Jae-Young (Division of Vaccine Preventable Disease Control and National Immunization Programme, Department of Infectious Disease Control, Korea Center for Disease Control and Prevention) ;
  • Kim, Young-Suk (Division of Vaccine Preventable Disease Control and National Immunization Programme, Department of Infectious Disease Control, Korea Center for Disease Control and Prevention) ;
  • Lee, Seok-Gu (Department of Preventive Medicine College of Medicine, Chungnam University) ;
  • Cho, Hyung Won (Department of Hospital Management Konyang university)
  • 오국환 (건양대학교 보건복지대학원 보건학과) ;
  • 이무식 (건양대학교 의과대학 예방의학교실) ;
  • 김병희 (서원대학교 광고홍보학과) ;
  • 나백주 (건양대학교 의과대학 예방의학교실) ;
  • 김건엽 (건양대학교 의과대학 예방의학교실) ;
  • 홍지영 (건양대학교 의과대학 예방의학교실) ;
  • 김영택 (질병관리본부 예방접종 관리과) ;
  • 고재영 (질병관리본부 예방접종 관리과) ;
  • 김영숙 (질병관리본부 예방접종 관리과) ;
  • 이석구 (충남대학교 의과대학 예방의학교실) ;
  • 조형원 (건양대학교 병원관리학과)
  • Published : 2005.09.30

Abstract

Objectives: Immunization program is essential public health service under the national responsibility. One of the immunization service of national immunization program is advertising and public relation service, but research for that was rarely conducted. Therefore we conducted the survey for developing advertising strategy of immunization program in 21th century. Methods: Our study subjects were 242 health workers in immunization service department of 169 health centers and 1,193 carers who visited community health center for receiving immunization service of their children. The major questions were general characteristics of the subjects, perceived importance of immunization program, experience of advertising, knowledge and perception about immunization, and items about advertising strategy. Results: Frequently exposed materials in both health workers and carers were TV, community newspapers, and pamphlets. Health workers had high professional knowledges of immunization and carers had high perceptions for need and importance of immunization. Health workers preferred pamphlets and posters as advertising materials and carerers preferred TV and community newspapers. Both health workers and carers preferred green and yellow as advertising posters' color, active and healthy style of immunization advertising, and positive messages of campaign's slogans. Conclusions: Further researches should be conducted for precising long-term immunization advertising strategy in 21th century, and for this we need to develop advertising materials based on public needs and strategy, and evaluate the materials. The national immunization program should be activated throughout more investment of the budgets and human powers.

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