Theoretical and Practical Perspectives
Edited by Marvin E. Goldberg, Martin Fishbein, Susan E. Middlestadt
Psychology Press – 1997 – 480 pages
Social Marketing: marketing in the service of societal problems. Does this approach represent dangerous social engineering, or is it the best hope we have to treat what are often regarded as intransigent problems? For both academics and practitioners involved with social marketing, the domain remains in its infancy. Programs and approaches are being developed and implemented by practitioners; academics are defining "what it is," "where it comes from," and "where it is going."
This book incorporates many of the presentations made at the "Role of Advertising in Social Marketing" Conference sponsored by the Society for Consumer Psychology. Professionals from academia, government, and non-government organizations address a highly diverse and interesting set of societal concerns ranging from organ donation to violence in sports, from efforts to promote safe sex and family planning to better understand cigarette smokers and their perceptions. Are marketing's "four Ps"--product, price, place, and promotion--enough to help solve these problems, or does social marketing at the end of the 1990s need to call on other Ps, such as political persuasion? This volume thoughtfully addresses theoretical and empirical issues challenging academics and practitioners alike to find out how to borrow the best of marketing for application in social marketing.
Contents: Preface. Part I: Paradigms/Perspectives. A. Andreasen, Challenges for the Science and Practice of Social Marketing. W.A. Smith, Social Marketing: Beyond the Nostalgia. M. Stead, G. Hastings, Advertising in the Social Marketing Mix: Getting the Balance Right. R. Hornik, Public Health Education and Communication as Policy Instruments for Bringing About Changes in Behavior. Part II: Methodological Issues/Psychographic Segmentation. G.I. Balch, S.M. Sutton, Keep Me Posted: A Plea for Practical Evaluation. J.P. Baggaley, From Madison Avenue to the Field: Cross-Cultural Uses of Media Research Technology. M.R. Swenson, W.D. Wells, Useful Correlates of Pro-Environmental Behavior. C. Currence, Demographic and Lifestyle Data: A Practical Application to Stimulating Compliance With Mammography Guidelines Among Poor Women. Part III: Fighting Aids/Promoting Family Planning. M. Fishbein, C. Guenther-Grey, W. Johnson, R.J. Wolitski, A. McAlister, C.A. Rietmeijer, K. O'Reilly, The AIDS Community Demonstration Projects, Using a Theory-Based Community Intervention to Reduce AIDS Risk Behaviors: The CDC's AIDS Community Demonstration Projects. P.D. Harvey, Advertising Affordable Contraceptives: The Social Marketing Experience. D.W. Dahl, G.J. Gorn, C.B Weinberg, Marketing, Safer Sex, and Condom Acquisition. Part IV: Antismoking Efforts. C. Pechmann, Does Antismoking Advertising Combat Underage Smoking? A Review of Past Practices and Research. J.H. Mintz, N. Layne, R. Ladouceur, J. Hazel, M. Desrosiers, Social Advertising and Tobacco Demand Reduction in Canada. L.T. Kozlowski, C.T. Sweeney, Low Yield, Light, and Ultra Light Cigarettes: Let's Understand the Product Before We Promote. J.B. Cohen, The Dangers of Advertising Low Tar Cigarettes: Let's Understand What Consumers Understand. Part V: Three Differing Institutional Approaches: Government, Nongovernment Organizations, Private Corporations. F. Kroger, J.W. McKenna, M. Shepherd, E.H. Howze, D.S. Knight, Marketing Public Health: The CDC Experience. S.E. Middlestadt, C. Schechter, J. Peyton, B. Tjugum, Community Involvement in Health Planning: Lessons Learned From Practicing Social Marketing in a Context of Community Control, Participation and Ownership. P.N. Bloom, P.Y. Hussein, L.R. Szykman, The Benefits of Corporate Social Marketing Initiatives. Part VI: The Broad Potential of Social Marketing. M.E. Goldberg, O. Sandikci, D. Litvack, Reducing the Level of Violence in Hockey. J.A. Flora, C. Schooler, R.M. Pierson, Effective Health Promotion Among Communities of Color: The Potential of Social Marketing. J. Prottas, Advertising and Its Role in Organ Donation. J.B. Kernan, T.J. Domzal, Hippocrates to Hermes: The Postmodern Turn in Public Health Advertising.