4308.0: Tuesday, October 23, 2001: 4:30 PM-6:00 PM | ||||
Oral Session | ||||
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| The purpose of this presentation is to describe how public health data and syndicated marketing data can be used to complement each other in audience analysis for health communication planning. In particular we describe how AIDS incidence data and PRIZM market research data can be used to identify audience segments for targeted communication and to identify their communication relevant characteristics. The PRIZM market research data base contains a geodemographic segmentation system whereby all US census block groups can be classified into one of 62 segments or lifestyle clusters that have distinct demographic and marketing characteristics that are relevant for communication design. Identifying the clusters which comprise the target audience provides direction for choice of message content, format, and channels. Here, we consider the linking of AID incidence data, available in aggregate form by ZIP code, with the marketing data base. The objective was to identify PRIZM clusters with the highest concentrations of at-risk population for targeted communication concerning HIV status awareness. Result from the analysis of 26,218 AIDS cases from a three-year period in twelve metropolitan statistical areas (MSAs) are presented. | ||||
| See individual abstracts for presenting author's disclosure statement. | ||||
| Learning Objectives: Participants will be able to (1) explain how public health and marketing data complement each other for health communication planning and (2) describe the advantages of segmentation for communication planning. | ||||
| Judith A. McDivitt, PhD | ||||
| Meg Young | ||||
| Part 1 | ||||
| KNOW NOW : Campaign overview and research for reaching at-risk audiences Michelle Bonds, BJ, Jacqueline Rosenthal, MPA, Gail Goldsmith, MS, Paul Denning, MD, Susan Kirby, PhD, Shepherd Melissa, ABJ, William E. Pollard, PhD, R. Scott McCoy, MEd | ||||
| Part 2 | ||||
| KNOW NOW: A social marketing campaign for increasing awareness of HIV status Michelle Bonds, BJ, Melissa Shepherd, William E. Pollard, PhD, John Anderton, MPA, Jacqueline Rosenthal, MPA, David Davis, PhD, Paul Denning, MD, Erin Dixon, MPAff, Gail Goldsmith, MS, Susan Kirby, PhD, R. Scott McCoy, MEd, Melonie Thomas, MBA | ||||
| Part 3 | ||||
| KNOW NOW: Assessing the effectiveness of a social marketing campaign for increasing awareness of HIV status John Anderton, MPA, Michelle Bonds, BJ, William E. Pollard, PhD, Jacqueline Rosenthal, MPA, Melissa Shepherd, ABJ, David Davis, PhD | ||||
| Part 4 | ||||
| KNOW NOW: Audience analysis - examination of AIDS incidence data and PRIZM clusters William E. Pollard, PhD, Michelle Bonds, BJ, Paul Denning, MD, Gail Goldsmith, MS, Susan Kirby, PhD, Jacqueline Rosenthal, MPA, Melissa Shepherd, ABJ, R. Scott McCoy, MEd | ||||
| Part 5 | ||||
| KNOW NOW: Implications of marketing data in message development and message testing Michelle Bonds, BJ, Erin E. Dixon, MPAff, Gail Goldsmith, MS, Jacqueline Rosenthal, MPA, Melissa Shepherd, ABJ, Melonie Thomas, MBA | ||||
| Sponsor: | Public Health Education and Health Promotion | |||
| Cosponsors: | HIV/AIDS; Population, Family Planning, and Reproductive Health; Socialist Caucus | |||
| CE Credits: | Health Education (CHES), Nursing, Pharmacy, Social Work | |||