title: Developing a promotional strategy: important questions for social marketing.
abstract: Health practitioners often use the terms marketing and promotion interchangeably. Yet, promotion is just one element of an overall marketing strategy. To realize the greatest impact there must be a combination of all the marketing components, including product, price, place, and promotion. The purpose of this article is to clarify the role of promotion and describe key elements of developing a promotional strategy within the broader context of a social marketing initiative.
authors.affiliation: Brigham Young University in Provo, Utah, USA.
authors.forename: Rosemary
authors.initials: R
authors.lastname: Thackeray
authors.forename: Brad L
authors.initials: BL
authors.lastname: Neiger
authors.forename: Carl L
authors.initials: CL
authors.lastname: Hanson
mesh_terms: D006293:Health Promotion / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services / Q000458:organization & administration; D008402:Mass Media; D011641:Public Relations; D040241:Social Marketing