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Using social marketing to develop and test tailored health messages
D R Black1, C L Blue, D C Coster
1Department of Health, Kinesiology, and Leisure Studies, Purdue University, West Lafayette, IN 47907-1362, USA. blackran@gte.net
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.