Why Use Theories and Models?
Although theories cannot substitute for effective planning and research, they offer many benefits for the design of health communication programs. At each stage of the process outlined in this book, theories and models can help answer key questions, such as: • Why a problem exists • Whom to select • What you need to know about the population/intended audience before taking action • How to reach people and make an impact • Which strategies are most likely to cause change Reviewing theories and models can suggest factors to consider as you formulate your objectives and approach, and can help you determine whether specific ideas are likely to work. Theories and models can guide message and materials development, and are also useful when you decide what to evaluate and how to design evaluation tools. How Market Research and Evaluation Fit Into Communication Programs Conducting market research is vital to identifying and understanding intended audiences and developing messages and strategie
