Marketing Physical Activity: Lessons Learned From a Statewide Media Campaign
Marketing Physical Activity: Lessons Learned From a Statewide Media Campaign
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DOI：
10.1177/1524839904266797
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发表时间：
2005-10-01
影响因子：
1.9
通讯作者：
Waterfield, Allan
中科院分区：
文献类型：
--
作者：
Peterson, Michael;Abraham, Avron;Waterfield, Allan
介绍了创建、实施和初步评估针对18至30岁青少年的全州范围内的体育活动社会营销活动所采取的步骤。包括了联合群分析在形成市场研究和信息开发中的应用的概要演示。最初的竞选后问卷调查(n=363)结果显示，39.1%的受访者看过电视广告，其中31.2%的受访者表示他们打算更积极地参与，62.5%的受访者曾接触过电视或户外媒体广告。提供了从社交营销过程中学到的经验教训，包括媒体渠道有效性、信息开发和评估以及营销公司关系。
Steps taken to create, implement, and initially assess a statewide physical activity social marketing campaign targeted to 18- to 30-year-olds are presented. Included is a summary demonstration of the application of the associative group analysis in formative market research and message development. Initial postcampaign questionnaire (n = 363) results indicated that 39.1% of respondents had seen the television ad, of which 31.2% indicated they intended to be more active, and 62.5% of respondents had been exposed to either the television or outdoor media ads. Lessons learned through the social marketing process including media channel effectiveness, message development and assessment, and marketing firm relationships are provided.