A Typology of Middle School Girls: Audience Segmentation Related to Physical Activity

Autor/inn/en	Staten, Lisa K.; Birnbaum, Amanda S.; Jobe, Jared B.; Elder, John P.
Titel	A Typology of Middle School Girls: Audience Segmentation Related to Physical Activity
Quelle	In: Health Education & Behavior, 33 (2006) 1, S.66-80 (15 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1090-1981
DOI	10.1177/1090198105282419
Schlagwörter	Adolescents; Females; Middle Schools; Audiences; Classification; Marketing; Intervention; Grade 7; Grade 8; Focus Groups; Persuasive Discourse; Ethics; Physical Education; Physical Activity Level; United States + Suchen Sie Ihr Suchwort? Adolescent; Adolescence; Adoleszenz; Jugend; Jugendalter; Jugendlicher; Weibliches Geschlecht; Middle school; Mittelschule; Mittelstufenschule; Spectator; Zuschauer; Classification system; Klassifikation; Klassifikationssystem; School year 07; 7. Schuljahr; Schuljahr 07; School year 08; 8. Schuljahr; Schuljahr 08; Persuasion; Persuasive Kommunikation; Ethik; Körpererziehung; Sportunterricht; USA
Abstract	The Trial of Activity for Adolescent Girls (TAAG) combines social ecological and social marketing approaches to promote girls' participation in physical activity programs implemented at 18 middle schools throughout the United States. Key to the TAAG approach is targeting materials to a variety of audience segments. TAAG segments are individuals who share one or more common characteristic that is expected to correlate with physical activity. Thirteen focus groups with seventh and eighth grade girls were conducted to identify and characterize segments. Potential messages and channels of communication were discussed for each segment. Based on participant responses, six primary segments were identified: athletic, preppy, quiet, rebel, smart, and tough. The focus group information was used to develop targeted promotional tools to appeal to a diversity of girls. Using audience segmentation for targeting persuasive communication is potentially useful for intervention programs but may be sensitive; therefore, ethical issues must be critically examined. (Contains 2 tables and 2 figures.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10