A problematic issue reported by many professionals in the sport and recreation industry is that there is a lack of specificity regarding how to effectively promote physical education and town recreation programs. Related to this issue is that there is a need for additional research on how gender differences may influence the utilization of promotional messaging aimed at increasing the importance of sport and physical education. Seven marketer dominated and three non-marketer dominated information sources were examined in this study. Significant differences were found between men and women subject’s ratings of the importance of elementary school, town recreation, and middle school physical education programs. Additionally, significant relationships between importance ratings and utilization of marketer sources of information were found. The results on this study may be relevant to recreation and marketing professionals interested in developing effective marketing communication campaigns.
Costanzo, Paul J. and Costanzo, Cynthia P.
"An Analysis of Gender Differences in Ratings of Importance When Marketing Physical Education and Recreation Programs,"
Atlantic Marketing Journal: Vol. 11:
1, Article 7.
Available at: https://digitalcommons.kennesaw.edu/amj/vol11/iss1/7