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                                          第 2 卷第 4 期，2005 年 10 月                                                                                                                                                                  
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第 2 卷第 4 期，2005 年 10 月
                                          原文出处                                                                                                                                                                                    
                                          促进低脂牛奶消费“1% 或更低”的媒体宣传活动的成本效率                                                                                                                                                            
 
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                                          Margo G. Wootan, DSc, Bill Reger-Nash, EdD, Steve Booth-Butterfield, EdD, Linda Cooper, MSW, LCSW                                                                                       
                                          建议在引用本文时注明下列出处：由 Wootan MG, Reger-Nash B, Booth-Butterfield S, Cooper L. 所著的《促进低脂牛奶消费“1% 或更低”的媒体宣传活动的成本效率》 [摘要]。2005 年 10 月 [引用日期] 刊载于《慢性疾病预防》[网上期刊]。可从下面网址获取： http://www.cdc.gov/pcd/  
                                          issues/2005/                                                                                                                                                                            
                                          oct/05_0019_zhs.htm。                                                                                                                                                                    
                                          经同行评审                                                                                                                                                                                   
                                          摘要                                                                                                                                                                                      
                                          简介                                                                                                                                                                                      
                                          我们的研究目的是对采用“1% 或更低”成份的四项策略的成本效率进行比较，从而促进以人口为基础的行为变化。“1% 或更低”是一项鼓励从高脂（全脂或 2%）牛奶向低脂（1% 或脱脂）牛奶转换的大众媒体宣传活动。                                                                                 
                                          过去曾经利用准实验性设计在西维吉尼亚的四个社区中进行过这项宣传活动，当时采用不同的组合，即 1）付费广告；2）媒体关系和 3）以社区为基础的教育活动。电话调查和超市牛奶销售数据用于衡量此项宣传活动的有效性。                                                                                 
                                          方法                                                                                                                                                                                      
                                          利用从过去完成的研究中获得的数据，我们分析了每项宣传活动的成本。然后，我们计算了参加活动的人均成本以及从高脂牛奶转换到低脂牛奶的人均成本。                                                                                                                   
                                          结果                                                                                                                                                                                      
                                          付费广告和媒体关系的组合是成本效率最高的宣传活动，从高脂牛奶向低脂牛奶转换的人均成本为 0.57 美元。而媒体关系和以社区为基础的教育活动是成本效率最低的宣传活动，实现转换的人均成本为 11.85 美元。                                                                                  
                                          结论                                                                                                                                                                                      
                                          以人口为基础的宣传活动采用付费广告和媒体关系策略的组合可以成为促进社区内行为变化的一个有效方法。                                                                                                                                        
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