Tapp, Alan, and Eagle, Lynne (2008) Lighting the Touchpaper: how social marketing can help ignite active Bristol. Report. UNSPECIFIED.

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Abstract

[Extract] Social marketing provides you with a set of principles, a process to follow and a set of priorities. We have identified the following as particularly important:

Attracting new people (acquisition) to active travel or leisure is likely to require a different marketing approach compared with retaining people (retention). Attracting new entrants into your schemes may be best done by concentrating on fun, enjoyment and sociability. Retention activities can concentrate more on health messages.

In general, health messages do not seem to work well in motivating people to exercise.

Item ID:	28499
Item Type:	Report (Report)
Keywords:	social marketing, physical activity, persuasive communication
Date Deposited:	10 Sep 2013 02:41
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes:	91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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