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.
Using Social Marketing to Develop and Test Tailored Health Messages
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Created on 2/10/2011
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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