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ERIC Number: EJ809462
Record Type: Journal
Publication Date: 2007
Pages: 16
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1090-1981
Youth Audience Segmentation Strategies for Smoking-Prevention Mass Media Campaigns Based on Message Appeal
Flynn, Brian S.; Worden, John K.; Bunn, Janice Yanushka; Dorwaldt, Anne L.; Connolly, Scott W.; Ashikaga, Takamaru
Health Education & Behavior, v34 n4 p578-593 2007
Mass media interventions are among the strategies recommended for youth cigarette smoking prevention, but little is known about optimal methods for reaching diverse youth audiences. Grades 4 through 12 samples of youth from four states (n = 1,230) rated smoking-prevention messages in classroom settings. Similar proportions of African American, Hispanic, and White youth participated. Impact of audience characteristics on message appeal ratings was assessed to provide guidance for audience segmentation strategies. Age had a strong effect on individual message appeal. The effect of gender also was significant. Message ratings were similar among the younger racial/ethnic groups, but differences were found for older African American youth. Lower academic achievement was associated with lower appeal scores for some messages. Age should be a primary consideration in developing and delivering smoking-prevention messages to youth audiences. The unique needs of boys and girls and older African American adolescents should also be considered. (Contains 2 figures and 2 tables.)
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Publication Type: Journal Articles; Reports - Research
Education Level: Elementary Secondary Education; Grade 10; Grade 11; Grade 12; Grade 4; Grade 5; Grade 6; Grade 7; Grade 8; Grade 9
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A