STEP 3: Develop a concept for the product.
What do you want your reader to know or do?
Using the information gathered during your audience research, define the
behavioral objective(s) of the material. Behavioral objectives are the
actions that the reader is expected to do (e.g., perform a self-exam, schedule
an appointment, call for information). You must then decide what key information
points are needed for the reader to achieve the behavioral objectives, and
what presentation method is most appropriate. The key information topics
should be organized in the order that the reader will use them.
Is the content relevant to the lives of a Hispanic audience?
The content of the material emphasizes the legitimacy of different lifestyles,
cultures, and values through either the text or illustrations. Emphasis
on family, family themes and family values are one way to accomplish this
objective. For example: Materials on women's health should emphasize a
woman's responsibility to her family as one reason to take care of herself.
The material is unsatisfactory when the content of the material does not
address practices or life circumstances of a Hispanic audience or does not
respect personal or cultural differences.
Is the content organized in a logical, easy to follow manner?
Effective material often limits the number of concepts that can be
presented. Points are clear and logically ordered to provide a smooth, continuous
flow of ideas. Information is sequenced either in numerical order (e.g.,
Steps 1, 2, 3), chronological order (time of the day, month), or by topic
(by headings and subheadings). Important facts are given first and last
so that they are best remembered.
Material is often unsatisfactory when there is an excess of information,
ideas are not organized or logically sequenced, and it assumes that the
reader has a wealth of background knowledge of the topic.
LAST PAGE |
TABLE OF CONTENTS | NEXT
PAGE