This abstract proposes a session comprised of 4 individual papers related to the KNOW NOW campaign– a multimedia effort designed by CDC, using both public health and marketing data to promote voluntary HIV testing. The components would comprise the following abstracts which have already been submitted for consideration: Session 1- KNOW NOW : Campaign overview and research for reaching at-risk audiences (Abstract ID #- 22478) Session 2- KNOW NOW: Audience analysis- examination of AIDS incidence data and PRIZM clusters (Abstract ID #--22726) Session 3- KNOW NOW: Implications of marketing data in message development and message testing (Abstract ID # - 22751) Session 4- KNOW NOW: Assessing the effectiveness of a social marketing campaign for increasing awareness of HIV status (Abstract ID # - 22780)
Most public health communication campaigns use only demographics, such as age and/or race as the segmentation variables that determine which specific audience segments will be targeted. We hypothesized that by segmenting the population by marketing clusters, determined by zip codes and census tracts, and analyzing data from consumer marketing data bases, more insight could be gained, resulting in a greater degree of accuracy in targeting specific populations. This presentation will provide an overview of the KNOW NOW! communications project, describe the formative research, the message development and implementation stage and the evaluation implications for health communications and social marketing.
Learning Objectives: At the conclusion of this presentation , participants will be able to (1) Understand and explain how marketing data can be used in tandem with traditional public health surveillance information to craft, deploy and evaluate health communication messages, programs and materials, (2) Discuss benefits and barriers to conducting social marketing and health communication activities which target diverse populations, using these marketing techniques.
Keywords: Communication, Audience Segmentation
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.