Social Marketing: marketing in the service of societal problems. Does this approach represent dangerous social engineering, or is it the best hope we have to treat what are often regarded as intransigent problems? For both academics and practitioners involved with social marketing, the domain remains in its infancy. Programs and approaches are being developed and implemented by practitioners; academics are defining "what it is," "where it comes from," and "where it is going."

This book incorporates many of the presentations made at the "Role of Advertising in Social Marketing" Conference sponsored by the Society for Consumer Psychology. Professionals from academia, government, and non-government organizations address a highly diverse and interesting set of societal concerns ranging from organ donation to violence in sports, from efforts to promote safe sex and family planning to better understand cigarette smokers and their perceptions. Are marketing's "four Ps"--product, price, place, and promotion--enough to help solve these problems, or does social marketing at the end of the 1990s need to call on other Ps, such as political persuasion? This volume thoughtfully addresses theoretical and empirical issues challenging academics and practitioners alike to find out how to borrow the best of marketing for application in social marketing.

part I|58 pages


chapter 1|17 pages

Challenges for the Science and Practice of Social Marketing

ByAlan R. Andreasen

chapter 2|8 pages

Social Marketing: Beyond the Nostalgia

ByWilliam A. Smith

chapter 3|15 pages

Advertising in the Social Marketing Mix: Getting the Balance Right

ByMartine Stead, Gerard Hastings

part II|62 pages

Methodological Issues/Psychographic Segmentation

chapter 5|14 pages

Keep Me Posted: A Plea for Practical Evaluation

ByGeorge I. Balch, Sharyn M. Sutton

chapter 7|19 pages

Useful Correlates of Pro-Environmental Behavior

ByMichael R. Swenson, William D. Wells

part III|65 pages

Fighting AIDS/Promoting Family Planning

chapter 9|24 pages

Using a Theory-Based Community Intervention to Reduce AIDS Risk Behaviors: The CDC’s AIDS Community Demonstration Projects

ByMartin Fishbein, Carolyn Guenther-Grey, Wayne Johnson, Richard J. Wolitski, Alfred McAlister, Cornelis A. Rietmeijer, Kevin O'Reilly

chapter 10|21 pages

Advertising Affordable Contraceptives: The Social Marketing Experience

ByPhilip D. Harvey

chapter 11|17 pages

Marketing, Safer Sex, and Condom Acquisition

ByDarren W. Dahl, Gerald J. Gorn, Charles B. Weinberg

part IV|78 pages

Antismoking Efforts

chapter 13|13 pages

Social Advertising and Tobacco Demand Reduction in Canada

ByJames H. Mintz, Neville Layne, Rachel Ladouceur, Jane Hazel, Monique Desrosiers

chapter 14|14 pages

Low Yield, Light, and Ultra Light Cigarettes: Let’s Understand the Product Before We Promote

ByLynn T. Kozlowski, Christine T. Sweeney

part V|67 pages

Three Differing Institutional Approaches: Government, Nongovernment Organizations, Private Corporations

chapter 16|23 pages

Marketing Public Health: The CDC Experience

ByFred Kroger, Jeffrey W. McKenna, Melissa Shepherd, Elizabeth H. Howze, Dorothy S. Knight

chapter 18|19 pages

The Benefits of Corporate Social Marketing Initiatives

ByPaul N. Bloom, Pattie Yu Hussein, Lisa R. Szykman

part VI|84 pages

The Broad Potential of Social Marketing

chapter 19|18 pages

Reducing the Level of Violence in Hockey

ByMarvin E. Goldberg, Ozlem Sandikci, David Litvack

chapter 20|21 pages

Effective Health Promotion Among Communities of Color: The Potential of Social Marketing

ByJune A. Flora, Caroline Schooler, Rosalind M Pierson

chapter 21|11 pages

Advertising and Its Role in Organ Donation

ByJeffrey Prottas

chapter 22|30 pages

Hippocrates to Hermes: The Postmodern Turn in Public Health Advertising

ByJerome B. Kernan, Teresa J. Domzal