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Social Marketing in Health Promotion

  • By: W. Douglas Evans & Lorien C. Abroms
  • In: Encyclopedia of Lifestyle Medicine & Health
  • Edited by: James M. Rippe
  • Subject:Health Psychology / Behavioral Medicine, Public Health Education & Health Promotion, Health Psychology

Commercial marketing is among the most successful social endeavors. Since the early 20th century, marketing strategies such as branding have been central to the global economy and have grown in reach and influence as media channels have proliferated and people's exposure to the media has increased. At its core, marketing is about the exchange of value between the marketer and the consumer: If the marketer can promote a product or service in such a way that the consumer perceives sufficient value, he or she is more likely to purchase it.

Encouraging Healthy Behavior

Like commercial marketers, social marketers create value for target audiences by creating positive associations with health behaviors and encouraging their adoption and maintenance. They use market research (formative research with target audiences) to ...

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