Social Marketing Quarterly最新文献

{"title":"Understanding Women's Preconception Health Goals: Audience Segmentation Strategies for a Preconception Health Campaign.","authors":"Molly Lynch, Linda Squiers, Megan A Lewis, Rebecca Moultrie, Julia Kish-Doto, Vanessa Boudewyns, Carla Bann, Denise M Levis, Elizabeth W Mitchell","doi":"10.1177/1524500414534421","DOIUrl":"10.1177/1524500414534421","url":null,"abstract":"<p><p>This article discusses the social marketing planning process and strategies used to design a preconception health campaign, <i>Show Your Love</i>, launched in February 2013. Developing a social marketing strategy for preconception health is a challenging endeavor, in part because preconception health represents a set of diverse behaviors and the audience for the campaign is quite large, encompassing all women of childbearing age whether they intend to become pregnant or not. The network of organizations implementing the campaign, the National Preconception Health Consumer Workgroup, required a broad audience segmentation strategy; therefore, two large audiences were selected. This commentary describes the two primary audiences selected for the campaign based on the Transtheoretical Model-intenders (those in contemplation, preparation, and action) and nonintenders (precontemplators)-and explores how levels of knowledge, motivations, the campaign product, and the campaign goals are distinct for each audience. Additionally, the authors describe potential extensions to the segmentation strategy that could offer finer grained approaches for social marketers who may be building on the <i>Show Your Love</i> campaign or designing other programs in this area.</p>","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"20 3","pages":"148-164"},"PeriodicalIF":2.3,"publicationDate":"2014-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6058727/pdf/nihms886606.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"36351550","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Psychographic Segments of College Females and Males in Relation to Substance Use Behaviors.","authors":"Tiffany Ashley Suragh, Carla J Berg, Eric J Nehl","doi":"10.1177/1524500413495401","DOIUrl":"10.1177/1524500413495401","url":null,"abstract":"<p><strong>Objectives: </strong>A common commercial marketing segmentation technique is to divide a population into groups based on psychographic characteristics (i.e., attitudes and interests). We used this approach to define segments of female and male college students and examine substance use differences.</p><p><strong>Method: </strong>We administered an online survey to 24,055 students at six colleges in the Southeastern United States (response rate 20.1%, <i>n</i> = 4,840), obtaining complete data from 3,469 participants. We assessed sociodemographics, psychographic factors such as those used by the tobacco industry to define market segments, and substance use (cigarettes, other tobacco products, alcohol, and marijuana). Cluster analysis was conducted among females and males using 15 psychographic measures (sensation seeking, Big Five personality traits, and nine measures adapted from tobacco industry documents), identifying three segments per sex.</p><p><strong>Results: </strong>Safe responsibles were characterized by high levels of agreeableness, conscientiousness, emotional stability, academic achievement, and religious service attendance. Stoic individualists were characterized by low extraversion, sensation seeking, and openness. Thrill-seeking socializers were characterized by high levels of sensation seeking and extraversion. Among females, thrill-seeking socializers were significantly more likely than safe responsibles to have used any substance in the prior 30 days (odds ratio [OR] = 2.04, 95% confidence interval [CI] [1.65, 2.52]; Nagelkerke <i>R</i>² = .084). Among males, stoic individualists (OR = 1.50, CI [1.08, 2.08]) and thrill-seeking socializers (OR = 1.53, CI [1.09, 2.13]) were more likely than safe responsibles to have used substances in the past 30 days (Nagelkerke <i>R</i>²: .109).</p><p><strong>Conclusion: </strong>Psychographic segmentation can identify young adult subgroups with differing psychographic and substance use profiles and inform health campaigns and messaging targeting youth.</p>","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"19 3","pages":"172-187"},"PeriodicalIF":3.0,"publicationDate":"2013-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3981460/pdf/nihms-567418.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"32260294","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Social Marketing: 10 Years On","authors":"J. Lindenberger","doi":"10.1080/15245004.2011.629891","DOIUrl":"https://doi.org/10.1080/15245004.2011.629891","url":null,"abstract":"","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"17 1","pages":"57 - 61"},"PeriodicalIF":3.0,"publicationDate":"2011-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15245004.2011.629891","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"59881659","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"“Don't Just Say it Matters”: Reducing the Inequalities in Cervical Screening in New Zealand","authors":"","doi":"10.1080/15245004.2011.624484","DOIUrl":"https://doi.org/10.1080/15245004.2011.624484","url":null,"abstract":"“Don't Just SAY It Matters” is an ongoing three-phase program that addresses ethnicity-based health inequalities in New Zealand. It aims to increase cervical screening among New Zealand's Māori (indigenous Polynesian) and Pacific women by creating an understanding of the importance of screening and enhancing the service to support uptake. Funded by the New Zealand National Screening Unit, the program was launched in September 2007 and is ongoing until 2013. Phase One aimed to start conversations about cervical screening, Phase Two aimed to motivate women to be screened, and Phase Three has built on this work with the introduction of further interventions. By April 2010, screening coverage was Pacific women — 60.90%, a relative increase of 31.25%; Māori women — 55.40%, a relative increase of 16.63%; and all women — 76.10% a relative increase of 7.94% (National Screening Unit, 2010; absolute change is defined as the difference from a previous value to a new value).","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"17 1","pages":"41 - 53"},"PeriodicalIF":3.0,"publicationDate":"2011-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15245004.2011.624484","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"59881592","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Evaluating a County-Sponsored Social Marketing Campaign to Increase Mothers' Initiation of HPV Vaccine for their Pre-teen Daughters in a Primarily Rural Area.","authors":"Joan R Cates, Autumn Shafer, Sandra J Diehl, Allison M Deal","doi":"10.1080/15245004.2010.546943","DOIUrl":"10.1080/15245004.2010.546943","url":null,"abstract":"<p><p>Routine vaccination against human papillomavirus (HPV), the main cause of cervical cancer, is recommended for 11-12 year old girls, yet vaccine uptake is low. This study evaluates a social marketing campaign initiated by 13 North Carolina counties to raise awareness among parents and reduce barriers to accessing the vaccine in a primarily rural area. The 3-month campaign targeted mothers of girls ages 11-12 and healthcare practices serving pre-teen girls in four counties. Principles of social marketing were: product (recommended vaccine against HPV), price (cost, perception of safety and efficacy, and access), promotion (posters, brochures, website, news releases, doctor's recommendation), and place (doctors' offices, retail outlets). We analyzed (1) website traffic, hotline calls, and media placement; (2) cross-sectional surveys of mothers and providers; and (3) HPV immunization rates in intervention versus non-intervention counties. Of respondent mothers (n=225), 82% heard or saw campaign messages or materials. Of respondent providers (n=35), 94% used campaign brochures regularly or occasionally in conversations with parents. HPV vaccination rates within six months of campaign launch were 2% higher for 9-13 year old girls in two of the four intervention counties compared to 96 non-intervention counties. This evaluation supports campaign use in other primarily rural and underserved areas.</p>","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"17 1","pages":"4-26"},"PeriodicalIF":2.3,"publicationDate":"2011-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3144857/pdf/nihms263573.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"30044864","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Using Market Research to Characterize College Students and Identify Potential Targets for Influencing Health Behaviors.","authors":"Carla J Berg,&nbsp;Pamela M Ling,&nbsp;Hongfei Guo,&nbsp;Michael Windle,&nbsp;Janet L Thomas,&nbsp;Jasjit S Ahluwalia,&nbsp;Lawrence C An","doi":"10.1080/15245004.2010.522768","DOIUrl":"https://doi.org/10.1080/15245004.2010.522768","url":null,"abstract":"<p><p>Marketing campaigns, such as those developed by the tobacco industry, are based on market research, which defines segments of a population by assessing psychographic characteristics (i.e., attitudes, interests). This study uses a similar approach to define market segments of college smokers, to examine differences in their health behaviors (smoking, drinking, binge drinking, exercise, diet), and to determine the validity of these segments. A total of 2,265 undergraduate students aged 18-25 years completed a 108-item online survey in fall 2008 assessing demographic, psychographic (i.e., attitudes, interests), and health-related variables. Among the 753 students reporting past 30-day smoking, cluster analysis was conducted using 21 psychographic questions and identified three market segments - Stoic Individualists, Responsible Traditionalists, and Thrill-Seeking Socializers. We found that segment membership was related to frequency of alcohol use, binge drinking, and limiting dietary fat. We then developed three messages targeting each segment and conducted message testing to validate the segments on a subset of 73 smokers representing each segment in spring 2009. As hypothesized, each segment indicated greater relevance and salience for their respective message. These findings indicate that identifying qualitatively different subgroups of young adults through market research may inform the development of engaging interventions and health campaigns targeting college students.</p>","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"16 4","pages":"41-69"},"PeriodicalIF":3.0,"publicationDate":"2010-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15245004.2010.522768","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"32703466","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"What Do We Want To Be","authors":"B. Simth","doi":"10.5040/9781474286992.ch-039","DOIUrl":"https://doi.org/10.5040/9781474286992.ch-039","url":null,"abstract":"","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"1 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2006-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70529765","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The PMI local site demonstration project: lessons in technical assistance.","authors":"J Strand,&nbsp;J Rosenbaum,&nbsp;E Hanlon,&nbsp;A Jimerson","doi":"10.1080/15245004.2000.9961108","DOIUrl":"https://doi.org/10.1080/15245004.2000.9961108","url":null,"abstract":"","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"6 1","pages":"13-22"},"PeriodicalIF":3.0,"publicationDate":"2000-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15245004.2000.9961108","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"22041807","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Lessons learned from the PMI case study: the community perspective.","authors":"M L Hare, C E Orians, M G Kennedy, K J Goodman, S Wijesinha, B F Seals","doi":"10.1080/15245004.2000.9961093","DOIUrl":"10.1080/15245004.2000.9961093","url":null,"abstract":"","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"6 1","pages":"54-65"},"PeriodicalIF":2.3,"publicationDate":"2000-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"22041717","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Assessing community-wide outcomes of prevention marketing campaigns through telephone surveys.","authors":"J Myllyluoma, P Greenberg, C Wolters, P Kaifer","doi":"10.1080/15245004.2000.9961090","DOIUrl":"10.1080/15245004.2000.9961090","url":null,"abstract":"","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"6 1","pages":"23-32"},"PeriodicalIF":2.3,"publicationDate":"2000-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"22041809","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}