Abstract：
:The VERB campaign promoted physical activity to U.S. children aged 9-13 years (tweens) by surrounding them with appealing messages that were associated with the VERB brand and tag line It's what you do! To maximize the impact of the campaign, VERB had a two-level strategy for its marketing. One level was designed to reach a general audience of tweens (i.e., most tweens who use mainstream media). The second level was designed specifically to reach four racial or ethnic audiences: African Americans, Hispanics, Asian Americans, and American Indians as an augmentation to the first level. This article focuses on VERB's market segmentation strategy and reports how messages for the general audience were adapted to reach specific racial or ethnic segments of the U.S. population. Findings are reported from qualitative studies conducted with tweens and the parents of tweens from these ethnic groups, and the marketing strategies used to reach each ethnic group and the results of evaluations of those strategies are also described.
journal_name
Am J Prev Medjournal_title
American journal of preventive medicineauthors
Huhman M,Berkowitz JM,Wong FL,Prosper E,Gray M,Prince D,Yuen Jdoi
10.1016/j.amepre.2008.03.012subject
Has Abstractpub_date
2008-06-01 00:00:00pages
S194-209issue
6 Suppleissn
0749-3797issn
1873-2607pii
S0749-3797(08)00260-2journal_volume
34pub_type
杂志文章abstract：BACKGROUND:Health promotion programs can be effective in improving the delivery of clinical preventive services and in improving population health; however, the availability of health promotion programs offered through physician organizations, such as medical groups and independent practice associations, are largely un...
journal_title：American journal of preventive medicine
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journal_title：American journal of preventive medicine
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journal_title：American journal of preventive medicine
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journal_title：American journal of preventive medicine
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journal_title：American journal of preventive medicine
pub_type： 临床试验,杂志文章,随机对照试验
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journal_title：American journal of preventive medicine
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journal_title：American journal of preventive medicine
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