Physical Activity, Media, and Marketing: Advances in Communications and Media Marketing

Abstract:

There is comparatively little commercial mass marketing for physical activity. Even targeted marketing of tennis rackets, golf resorts, therapy balls, and personal trainers is limited to upscale venues and vehicles, e.g., in-flight airline magazines, affluent neighborhoods, university alumni magazines, and TV shows catering to high income demographics. The marketing of sedentary pursuits, on the other hand, is pursued aggressively, especially to lower income communities and African Americans and Latinos, but pales in comparison to the $33 billion annual marketing tally of the food industry. This chapter summarizes the sparse literature on the marketing of physical activity and sedentary behavior in mass media. We chronicle the commercial and social marketing of physical activity, from the Jack LaLanne era of the 1950s to the recent successes of CDC’s VERB, Kaiser Permanente’s Thrive, and First …

Año de publicación:

2013

Keywords:

Fuente:

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