Using Social Marketing to Develop and Test Tailored Health Messages

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 advance and promote procedures to evaluate tailored health messages based on the 4 Ps of social marketing (SM). Method: Three studies are presented for heuristic purposes to show the evolution and application of a “research plan” to 3 phases of SM research that address the 4 Ps. Results: Qualitative and quantitative methods provide useful information to develop messages and to evaluate message efficacy for public health campaigns, to recruit participants to interventions, and/or to influence program adherence and participant retention. Conclusions: Formal, systematic research methods offer a viable means to evaluate the potential of SM constructs.

Additional Information

Publication
American Journal of Health Behavior 2001; 25(5): 260-271
Language: English
Date: 2001
Keywords
Social marketing, Health promotion, Fitness, Public health, Evaluation