Peterson Michael, Abraham Avron, Waterfield Allan
Health Promotion Program at the University of Delaware in Newark, USA.
Health Promot Pract. 2005 Oct;6(4):437-46. doi: 10.1177/1524839904266797.
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.
本文介绍了为针对18至30岁人群开展全州范围的体育活动社会营销活动而采取的创建、实施和初步评估步骤。其中包括在形成性市场研究和信息开发中应用关联群体分析的总结示范。活动后的初始调查问卷（n = 363）结果显示，39.1%的受访者看过电视广告，其中31.2%表示他们打算增加运动量，62.5%的受访者接触过电视或户外媒体广告。文中还提供了通过社会营销过程学到的经验教训，包括媒体渠道效果、信息开发与评估以及营销公司关系。
