Corporate Social Marketing: Message Design to Recruit Program Participants
- UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
- Carolyn L. Blue, Professor (Creator)
- Institution
- The University of North Carolina at Greensboro (UNCG )
- Web Site: http://library.uncg.edu/
Abstract: Objective: To identify variables
for a corporate social marketing
(SM) health message based on the
4 P’s of SM in order to recruit
future participants to an existing
national, commercial, self-administered
weight-loss program.
Method: A systematically evaluated,
author-developed, 310-response
survey was administered
to a random sample of 270 respondents.
Results: A previously established
research plan was used
to empirically identify the audience
segments and the “marketing
mix” appropriate for the total
sample and each segment. Conclusions:
Tangible product, pertaining
to the unique program
features, should be emphasized
rather than positive core product
and outcome expectation related
to use of the program.
Corporate Social Marketing: Message Design to Recruit Program Participants
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Created on 2/10/2011
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Additional Information
- Publication
- American Journal of Health Behavior 2002; 26(3): 188-199
- Language: English
- Date: 2002
- Keywords
- Fitness promotion, Commercial
weight-loss programs, Social marketing