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Florida Cares for Women Social Marketing Campaign: A Case Study

Author: Brown Kelli McCormack   Bryant Carol A.   Forthofer Melinda S.   Perrin Karen M.   Quinn Gwendolyn P.   Wolper Michelle   Lindenberger James H.  

Publisher: PNG Publications

ISSN: 1945-7359

Source: American Journal of Health Behavior, Vol.24, Iss.1, 2000-01, pp. : 44-52

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Abstract

Objective: To describe the application of the social marketing approach to promoting breast cancer screening services. Methods: The Florida Cares for Women project is used to illustrate to the social marketing plan based on the concept of the 4 Ps, product, place, price, and promotion. Results: The 6 phases of social marketing are discussed with specific project examples: (a) initial planning, (b) formative (consumer) research, (c) strategy development, (d) campaign development, (e) implementation, and (f) evaluation. Conclusion: Using a social marketing approach, a campaign was developed to promote breast cancer screening services in Florida.