23 stavros thurs

A HEALTHY BALANCE Victorians Respond to Obesity: 

A HEALTHY BALANCE Victorians Respond to Obesity Con Stavros RMIT University

Agenda: 

Agenda Questions Setting the scene Putting the media into perspective Rebellion in the ranks Reality andamp; myth Suggestions

Questions: 

Questions How can the media and advertisers influence children and families to participate in physical activity and healthy eating? How can we use the media and marketing to promote healthy weight?

Setting the scene: 

Setting the scene Media – any vehicle which allows us to transfer information or a thought to a target audience. Advertising – a component of marketing that focuses specifically on communicating (informing, persuading or reminding) to a target audience about a brand or concept. Marketing – a management system designed to facilitate exchange between brands/concepts and target audiences

Media: 

Media Fragmented Diverse Measurement issues Cluttered Works best when integrated

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Myths of marketing & advertising: 

Myths of marketing andamp; advertising Truth Dollars Mind Control Art Competition Interruption

Reality of marketing & advertising: 

Reality of marketing andamp; advertising Perception Deflection Social Acceptance Partnerships Integration Science

Some Suggestions….: 

Some Suggestions…. Target opinion leaders Put your arm around your audience - don’t lecture them Take the widest possible definition of 'media' Integrate the strategy Use a visual approach

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Vs Classical Cognitive

Some suggestions….: 

Some suggestions…. Think national - and if possible international as the media has no borders Identify your key audiences and target each separately - one message doesn’t suit everyone Avoid the temptation to regulate – education and engagement are superior Think long-term

Thank You.: 

Thank You.

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