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Full-Text Articles in Medicine and Health Sciences
Tailoring A Physical Activity Promotion Program For A Rural Area, Gavin T. Colquitt, Moya L. Alfonso, Ashley Walker, Vanessa Dunmore
Tailoring A Physical Activity Promotion Program For A Rural Area, Gavin T. Colquitt, Moya L. Alfonso, Ashley Walker, Vanessa Dunmore
Community Health Faculty Presentations
Background/Purpose: VERBTM Summer Scorecard (VSS) has used social marketing to successfully promote physical activity for urban and suburban youth. The purpose of this study was to adapt the program to meet the needs of a minority, rural population.
Method: Qualitative marketing research methods including focus groups were used to gather data from parents (N = 12) and their children (N =12) in April 2012. A structured, open-ended focus group guide was developed specific to parents and youth and based on the social marketing framework. Marketing topics covered included Product, Price, Place and Promotion. Attention was given to testing two previously …