Social Marketing: Theoretical and Practical Perspectives

Table of contents

• Title Page iii
• Contents v
• Preface ix
• Part I - Paradigms/Perspectives 1
• Chapter 1 - Challenges for the Science and Practice of Social Marketing 3
• Chapter 2 - Social Marketing: beyond the Nostalgia 21
• Chapter 3 - Advertising in the Social Marketing Mix: Getting the Balance Right 29
• Chapter 4 - Public Health Education and Communication as Policy Instruments for Bringing about Changes in Behavior 45
• Part II - Methodological Issues/Psychographic Segmentation 59
• Chapter 5 - Keep Me Posted: a Plea for Practical Evaluation 61
• Chapter 6 - From Madison Avenue to the Field: Cross-Cultural Uses of Media Research Technology 75
• Chapter 7 - Useful Correlates of Pro-Environmental Behavior 91
• Chapter 8 - Demographic and Lifestyle Data: a Practical Application to Stimulating Compliance with Mammography Guidelines among Poor Women 111
• Part III - Fighting AIDS/Promoting Family Planning 121
• Chapter 9 - Using a Theory-Based Community Intervention to Reduce AIDS Risk Behaviors: the Cdc's AIDS Community Demonstration Projects 123
• Chapter 10 - Advertising Affordable Contraceptives: the Social Marketing Experience 147
• Chapter 11 - Marketing, Safer Sex, and Condom Acquisition 169
• Part IV - Antismoking Efforts 187
• Chapter 12 - Does Antismoking Advertising Combat Underage Smoking? a Review of Past Practices and Research 189
• Chapter 13 - Social Advertising and Tobacco Demand Reduction in Canada 217
• Chapter 14 - Low Yield, Light, and Ultra Light Cigarettes: Let's Understand the Product before We Promote 231
• Chapter 15 - The Dangers of Advertising Low Tar Cigarettes: Let's Understand What Consumers Understand 245
• Part V - Three Differing Institutional Approaches: Government, Nongovernment Organizations, Private Corporations 265
• Chapter 16 - Marketing Public Health: the CDC Experience 267
• Chapter 17 - Community Involvement in Health Planning: Lessons Learned from Practicing Social Marketing in a Context of Community Control, Participation, and Ownership 291
• Chapter 18 - The Benefits of Corporate Social Marketing Initiatives 313
• Part VI - The Broad Potential of Social Marketing 333
• Chapter 19 - Reducing the Level of Violence in Hockey 335
• Chapter 20 - Effective Health Promotion among Communities of Color: the Potential of Social Marketing 353
• Chapter 21 - Advertising and Its Role in Organ Donation 375
• Chapter 22 - Hippocrates to Hermes: the Postmodern Turn in Public Health Advertising 387
• Author Index 417
• Subject Index 429

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