Evaluation Survey on KCS PSA (Interim-first half)

Period of Survey: May 19th, 2008 July 20th, 2008
# of Surveys: 141

Media Outcome
In terms of media effectiveness, when 76% of the participants replied that they found out about this program through the advertisements, it was obvious that these advertisements were very effective in informing people of the health programs that are available to Korean Americans. Those who watched a KCS advertisement generally rated the effectiveness of the ad in raising awareness and educating viewers about Hepatitis B, positively: 57.22% checked off excellent, 33.3% checked off good, and 9.09% checked off fair.

There were different types of advertisements shown on the television and on the radio. The politician television advertisement was the most popular with 47%. On the other advertisements there were 16% for the animation television advertisement and 18% for each of the radio advertisements by Jae, Mi Kyung and Seo, Min Jung. The political television advertisement was the greatest success. We concluded that participation of the renowned politicians and community members was able to get the attention of the local people and produced a positive outcome.

The television broadcast station that the viewers watched the advertisement on the most was MKTV which was 57% of the viewers. While 22% of the viewers watched the advertisements on TKC and 22% heard it on Radio Korea. MKTV seems to be the most popular Korean broadcasting station among the other.

The period of day that most of the viewers watched the advertisements was the evening; with 51% of the viewers stating that they watched them during the evening. Of the remaining, 32% watched the advertisements during the morning and 2% watched the advertisements during the afternoon. The afternoon views were the least because people are probably at work during this time. Most people usually watch television after dinner so there would probably be more viewers during the evening.

The survey also helped to figure out how helpful the advertisement was in increasing their knowledge of hepatitis B. The results showed that 58% of the people said it was very helpful, 33% said it was helpful and 9% said it was normal. The results revealed that the advertisement was successful in increasing the knowledge of Korean Americans on hepatitis B. The participants of the survey said that the importance of medical examination and vaccination left the deepest impression on them. The dangers of hepatitis B to a Korean, appearance of a politician, and expression was also thought to leave an impression on the viewers but not as great. This reveals the concern of Korean Americans of their health.

*Souce: KCS (Korean Community Services) *Contact: (212) 463-9685
*Researcher: Jinny Jihyun Park, KCS Public Health and Research Center Director