Using social marketing to develop and test tailored health messages.
OBJECTIVE
To advance and promote procedures to evaluate tailored health messages based on the 4 Ps of social marketing (SM).


METHODS
Three studies are presented for heuristic purposes to show the evolution and application of a "research plan" to 3 phases of SM research that address the 4 Ps.


RESULTS
Qualitative and quantitative methods provide useful information to develop messages and to evaluate message efficacy for public health campaigns, to recruit participants to interventions, and/or to influence program adherence and participant retention.


CONCLUSIONS
Formal, systematic research methods offer a viable means to evaluate the potential of SM constructs.
Black
D R
DR
Department of Health, Kinesiology, and Leisure Studies, Purdue University, West Lafayette, IN 47907-1362, USA. blackran@gte.net
Blue
C L
CL
Coster
D C
DC
D005246:Feedback; D015438:Health Behavior; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008019:Life Style; D008389:Marketing of Health Services; D010934:Planning Techniques; D012107:Research Design; D012309:Risk-Taking; D014481:United States