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Exposure to all three advertisements had the highest impact on both intent and behavior with 65.6% of the respondents considering becoming more active and 58.3% reporting becoming more active. Average cost of the entire campaign was $4.01 per person to see an ad, $7.35 per person to consider being more active, and $8.87 per person to actually become more active, with billboards yielding the most positive cost-effectiveness. Findings highlight market research as an essential part of social marketing campaigns and the importance of using multiple marketing modalities to enhance cost-effectiveness and impact.<\/jats:p>","DOI":"10.1177\/1524839907313722","type":"journal-article","created":{"date-parts":[[2008,3,26]],"date-time":"2008-03-26T21:09:50Z","timestamp":1206565790000},"page":"426-433","source":"Crossref","is-referenced-by-count":23,"title":["Cost-Effectiveness Analysis of a Statewide Media Campaign to Promote Adolescent Physical Activity"],"prefix":"10.1177","volume":"9","author":[{"given":"Michael","family":"Peterson","sequence":"first","affiliation":[{"name":"University of Delaware in Newark, Delaware"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Margaret","family":"Chandlee","sequence":"additional","affiliation":[{"name":"University of Delaware in Newark, Delaware"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Avron","family":"Abraham","sequence":"additional","affiliation":[{"name":"University of Delaware in Newark, Delaware"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2008,3,19]]},"reference":[{"key":"atypb1","volume-title":"Marketing social change","author":"Andreasen, A.","year":"1995"},{"key":"atypb2","author":"Balamurugan, A.","year":"2005","journal-title":"Preventing Chronic Disease"},{"key":"atypb3","doi-asserted-by":"publisher","DOI":"10.1016\/S1440-2440(04)80273-1"},{"key":"atypb4","doi-asserted-by":"publisher","DOI":"10.1016\/S0749-3797(01)00313-0"},{"key":"atypb5","doi-asserted-by":"publisher","DOI":"10.1016\/j.amepre.2006.11.002"},{"key":"atypb6","volume-title":"The community guide","author":"Centers for Disease Control and Prevention.","year":"2007"},{"key":"atypb7","author":"Coreil, J.","year":"2000","journal-title":"Healthy Delaware"},{"key":"atypb8","volume-title":"Behavioral Risk Factor Surveillance System (BRFSS)","author":"Delaware Department of Health and Human Services.","year":"2001"},{"issue":"2","key":"atypb9","doi-asserted-by":"crossref","first-page":"S6","DOI":"10.1007\/BF03403997","volume":"95","author":"Edwards, P.","year":"2004","journal-title":"Canadian Journal of Public Health"},{"key":"atypb10","doi-asserted-by":"publisher","DOI":"10.1542\/peds.103.6.1175"},{"key":"atypb11","doi-asserted-by":"publisher","DOI":"10.1146\/annurev.publhealth.26.021304.144610"},{"key":"atypb12","doi-asserted-by":"publisher","DOI":"10.1111\/j.1600-0838.2004.00415.x"},{"key":"atypb13","doi-asserted-by":"publisher","DOI":"10.1136\/jech.55.10.755"},{"key":"atypb14","doi-asserted-by":"publisher","DOI":"10.1001\/archfami.3.8.703"},{"key":"atypb15","doi-asserted-by":"publisher","DOI":"10.1016\/S0749-3797(98)00079-8"},{"key":"atypb16","doi-asserted-by":"publisher","DOI":"10.1093\/her\/16.3.357"},{"key":"atypb17","volume-title":"Health, United States, 2000. 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