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Social Marketing: Developing a Tailored Message for a Physical Activity Program

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Objective: To apply social marketing principles to identify message components for development of a campaign, to recruit participants, and/or to tailor a physical activity program to blue-collar employees. Method: An author-developed, 74-item questionnaire with established validity and reliability was administered to a census of 529 employees, and 468 participants responded (response rate = 88.5%). Results: Descriptive and multivariate statistics were applied to identify significant social marketing variables to compose the “marketing mix” and demographic variables to identify distinct segments of the sample. Conclusions: Different variables that compose the marketing mix should be emphasized to target specific segments and design appropriately appealing messages.
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Document Type: Research Article

Affiliations: 1: Health Promotion, Department of Health, Kinesiology, and Leisure Studies, Purdue University, West Lafayette, IN. 2: Nursing, Purdue University, West Lafayette, IN. 3: Continuing Education for Health Professions, Armstrong Atlantic State University, Savannah, GA. 4: Department of Mathematic and Statistics, Utah State University, Logan, UT.

Publication date: September 1, 2000

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  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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