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What is Guerrilla Advertising in Public Health about?

This document summarizes a study on the efficacy of guerrilla advertising campaigns for public health issues. The study created a measurement scale called the Resonance and Impact Analysis (RIA) Scale to measure three guerrilla-style public health advertisements based on fear appeal, sensory involvement, and environmental circumstances. The study found that advertisements incorporating a clear fear appeal and enclosed environment scored higher on the RIA scale, indicating higher impact and resonance with th

Author

Bala Thandayutham

Language

EN