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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

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Published on: September 27, 2019

Evaluating social marketing: lessons from ShowCase.

Alex Christopoulos¹, Lucy Reynolds

¹National Social Marketing Centre, 20 Grosvenor Gardens, London, SW1W ODH, UK. a.christopoulos@nsmcentre.org.uk

Perspectives in Public Health

|December 10, 2009

Summary

This summary is machine-generated.

This study reviews social marketing evaluation methods using 40 UK case studies. It identifies common challenges and offers recommendations for improving future program delivery and effectiveness.

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Area of Science:

Social Marketing
Public Health Program Evaluation

Background:

The National Social Marketing Centre launched ShowCase, a resource of 40 UK social marketing programs in April 2009.
This provided an opportunity to examine the current state of evaluation in social marketing.

Purpose of the Study:

To analyze the current practices and challenges in evaluating social marketing programs.
To provide recommendations for enhancing the evaluation process in social marketing.

Main Methods:

Review of 40 best practice social marketing case studies from the ShowCase resource.
Analysis of common challenges encountered during the evaluation of these programs.

Main Results:

Identified common difficulties and limitations in the evaluation of social marketing initiatives.
Highlighted areas for improvement in methodology and reporting of social marketing evaluations.

Conclusions:

Evaluation is a critical but often challenging aspect of social marketing.
Recommendations are proposed to strengthen social marketing evaluation for better program outcomes.