Peterson Michael, Chandlee Margaret, Abraham Avron
University of Delaware, Newark, Delaware, USA.
Health Promot Pract. 2008 Oct;9(4):426-33. doi: 10.1177/1524839907313722. Epub 2008 Mar 26.
A cost-effectiveness analysis of a statewide social marketing campaign was performed using a statewide surveillance survey distributed to 6th through 12th graders, media production and placement costs, and 2000 census data. Exposure to all three advertisements had the highest impact on both intent and behavior with 65.6% of the respondents considering becoming more active and 58.3% reporting becoming more active. Average cost of the entire campaign was $4.01 per person to see an ad, $7.35 per person to consider being more active, and $8.87 per person to actually become more active, with billboards yielding the most positive cost-effectiveness. Findings highlight market research as an essential part of social marketing campaigns and the importance of using multiple marketing modalities to enhance cost-effectiveness and impact.
利用一项面向6至12年级学生的全州范围监测调查、媒体制作和投放成本以及2000年人口普查数据，对一项全州范围的社会营销活动进行了成本效益分析。接触所有三则广告对意愿和行为的影响最大，65.6%的受访者考虑变得更加活跃，58.3%的受访者报告称变得更加活跃。整个活动的人均广告观看成本为4.01美元，人均考虑变得更加活跃的成本为7.35美元，人均实际变得更加活跃的成本为8.87美元，其中广告牌产生的成本效益最为积极。研究结果强调了市场研究作为社会营销活动的重要组成部分，以及使用多种营销方式来提高成本效益和影响力的重要性。
