Research in the Social Marketing Process

The social marketing approach differs greatly from how public health agencies have typically gone about developing programs or materials. In the past, health educators often focused on providing information to the general public about a particular topic, with the hope that the people who needed it would realize they are at risk and change their behavior as a result. In contrast, social marketers know that there is no such thing as "targeting" the general public. To be most effective, a program must precisely specify its target audience and use very customized methods to reach those people. In addition, social marketing does not rely solely upon educating people about an issue, but uses persuasive messages developed through research with members of the target audience. The participation of the people for whom the program is intended is critical. more.....