Using a Marketing Evaluation Tool to Optimize a Social Marketing Campaign: Insights From a Copy Test of a You're the Mom Campaign Ad.

Autor: Lynskey VM; ChildObesity180, Friedman School of Nutrition Science and Policy, Tufts University, Boston, MA., Shonkoff ET; ChildObesity180, Friedman School of Nutrition Science and Policy, Tufts University, Boston, MA., Matthews E; ChildObesity180, Friedman School of Nutrition Science and Policy, Tufts University, Boston, MA., Zaslow J; ChildObesity180, Friedman School of Nutrition Science and Policy, Tufts University, Boston, MA., Hennessy E; ChildObesity180, Friedman School of Nutrition Science and Policy, Tufts University, Boston, MA., Callender ME; Kantar Millward Brown, Norwalk, CT., Economos CD; ChildObesity180, Friedman School of Nutrition Science and Policy, Tufts University, Boston, MA. Electronic address: christina.economos@tufts.edu., Harelick L; ChildObesity180, Friedman School of Nutrition Science and Policy, Tufts University, Boston, MA.
Jazyk: angličtina
Zdroj: Journal of nutrition education and behavior [J Nutr Educ Behav] 2018 Oct; Vol. 50 (9), pp. 937-946.e1. Date of Electronic Publication: 2018 Aug 27.
DOI: 10.1016/j.jneb.2018.05.009
Abstrakt: A copy test is a business tool for assessing advertisements. This report provides an example of how copy test may be used within nutrition education practice and research. A public health nutrition advertisement for You're the Mom was copy tested with a market research firm. Mothers (n = 300) were aged 22-49years, had a household income <$50,000 and ≥1 child aged 4-8years and bought fast food ≥2-3times/mo. Compared with advertisements for for-profit goods, the advertisement scored high on impact (77th percentile) and moderate on persuasiveness (46th percentile) and communicated 2 key messages at higher rates than norms (51% and 46%) and a third at a lower rate (37%). Copy test results can best inform campaign development when the distinct purpose of the ad (versus the overall campaign) is clear; and when evaluation tools are designed to align directly with that purpose.
(Copyright © 2018 Society for Nutrition Education and Behavior. Published by Elsevier Inc. All rights reserved.)
Databáze: MEDLINE
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