Social marketing initiatives that influence adolescents’ sexual behavior are critical given that adolescents are the most at-risk group for sexually transmitted diseases and unplanned and unwanted pregnancy. This study, involving 1343 middle school– and high school–aged students, explores relationships among several factors that potentially influence adolescents’ sexual knowledge, attitudes, and behavior. The authors examine the influence of several socialization agents, including parents, peers, and mass media. The results show that parental influence is the most consistent socialization agent across age groupings on all dependent variables studied. However, the relative influence of parents, peers, and media may vary between middle school– and high school–aged adolescents. The authors discuss implications for social marketing initiatives, public policy, and further research.

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Examines the impact of a video screen on spectator satisfaction and the advertising effectiveness of rotational-signage systems. A total of 181 spectators at a major college football game were interviewed during the half-time of a regular season contest. Results demonstrate that the screen is a significant component of a stadium's servicescape which can increase the satisfaction of fans and their intentions to attend future events. While fans recognized less than half the companies that were advertised, firms with the most exposure on rotational systems were more readily identified. Results also suggest that companies are likely to generate substantial goodwill if fans recognize them as sponsors of events. Implications, directions for future research, and limitations are discussed in conclusion.