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Lessons learned from VERB : findings for general market tweens and their parents
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4/23/09
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Series: VERB
[PDF-309.28 KB]
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Description:Formative audience testing has been a critical component of the VERB™ campaign’s development, driving the content, tone, and implementation of VERB. Before new advertising is launched, concept testing is conducted to validate the communication strategy and aid in the selecting concepts that resonate strongly with the target audience and ensure messages are acceptable, understandable, culturally appropriate, and motivating. After an advertising concept is produced, message testing is conducted to explore the target audience’s reactions to specific concepts; to determine which messages the target audience finds understandable, relevant, appealing, unique, and motivating; and to identify anything that is confusing or controversial. Though much of this information gleaned from the testing is specific to each ad, these data contain a wealth of valuable information about key target audiences — tweens and parents — that can be used to help shape other health communication efforts on physical activity.
Two reviewers from the VERB evaluation team independently analyzed qualitative investigation reports from the concept and message testing to identify recurrent themes and recommendations within each audience segment. In this report, findings will be presented for the general market campaign targeting tweens and their parents. Health communication practitioners can use these findings to assist them in developing more effective and appropriate messages that encourage physical activity among youth.
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Pages in Document:11 numbered pages
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