Journal
AIDS EDUCATION AND PREVENTION
Volume 18, Issue 2, Pages 116-131Publisher
GUILFORD PUBLICATIONS INC
DOI: 10.1521/aeap.2006.18.2.116
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Funding
- NIMH NIH HHS [5R01MH62976-4] Funding Source: Medline
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Designing effective marketing and recruitment strategies for HIV prevention research requires attention to cultural relevance, logistical barriers, and perceived psychosocial barriers to accessing services. McGuire's communication/persuasion matrix (1985) guided our evaluation, with particular attention to success of each marketing channel (i.e., strategy) vis-a-vis the number of all callers, eligible callers, and enrolled callers, as well as reaching so-called hard-to-serve individuals. Nearly all channels offered success in reaching specific subgroups. Latinos responded favorably to posters, bisexuals responded favorably to paid media in an alternative (non-gay) publication, and precontemplators responded to referrals by family and friends. Although multiple recruitment strategies were used, three were crucial to the success of the project: (a) recruiters' presence in gay venues, (b) referrals by family and friends (snowball technique), and (c) paid advertisements in alternative (non-gay) local newspapers. Resource allocation and costs are also presented for each channel.
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