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

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Carolyn L. Blue, Professor (Creator)
Institution
The University of North Carolina at Greensboro (UNCG )
Web Site: http://library.uncg.edu/

Abstract: 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.

Additional Information

Publication
American Journal of Health Behavior, 24(5), 323 - 337.
Language: English
Date: 2000
Keywords
Social marketing, Physical fitness, Fitness program, Working class, Blue collar workers