This volume brings together academic, governmental, and for-profit experts on advertising to address issues of social marketing, which represents an increasingly important corner of marketing. For marketers, consumer psychologists, and policy makers.
This volume brings together academic, governmental, and for-profit experts on advertising to address issues of social marketing, which represents an increasingly important corner of marketing. For marketers, consumer psychologists, and policy makers.
Marvin E. Goldberg, Martin Fishbein, Susan E. Middlestadt
Inhaltsangabe
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.
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.
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