Social market economy success in the Federal Republic of Germany is due to free competition, enterprise in the business community, and employees' social security. Craft industries play a major role in Germany's market economy. The craft industry is second only to the manufacturing industry, comprising 23 percent of German firms. There are seven…
De Wever, A
After the definition of the economy and its different types, we have to stress the political economy which integrates pure economy and society. The economical science will gradually introduce the health economy of which the definition urges to seek for a better distribution between public and private means to do more and better for the public health. The market economy is different from the state economy. She is principally conducted by the supply and demand law. The consumer's behaviour in a competitive market has some characteristics which favour the balance of this market. The healthcare market put also a health supply and demand forward but not with the same values. The needs, the supply, the consumption and the consumer's behaviour are different in this particular market which quickly evolves and progressively goes closer to the market economy. Is the healthcare an economical good or duty? The choices' criteria and the priorities are changeable. The role of the valuation studies in health economy is to try to clarify them and to favour a better use of the limited resources to the unlimited needs.
Swader, Christopher Scott
This thesis investigates the mechanisms driving changes in social values, or those values emphasizing relationships, intimate bonds, and families, in the new market economies of Russia, China, and Eastern Germany. It is hypothesized that tensions between social values and individualism, materialism, and calculative rationality have arisen as a…
Basu, N.; Pryor, R.J.
This report presents a microsimulation model of a transition economy. Transition is defined as the process of moving from a state-enterprise economy to a market economy. The emphasis is on growing a market economy starting from basic microprinciples. The model described in this report extends and modifies the capabilities of Aspen, a new agent-based model that is being developed at Sandia National Laboratories on a massively parallel Paragon computer. Aspen is significantly different from traditional models of the economy. Aspen`s emphasis on disequilibrium growth paths, its analysis based on evolution and emergent behavior rather than on a mechanistic view of society, and its use of learning algorithms to simulate the behavior of some agents rather than an assumption of perfect rationality make this model well-suited for analyzing economic variables of interest from transition economies. Preliminary results from several runs of the model are included.
Cornia, Giovanni Andrea, Ed.; Sipos, Sandor, Ed.
Organized in two parts, this book explores methods for incorporating concern for human needs into economic policies in eastern and central European countries that are making the transition to a market economy. Part I of the book considers economic reform, social policy, and child welfare in central and eastern Europe as a whole. Topics include:…
Postiglione, Gerard A., Ed.
Market reform, financial decentralization, and economic globalization have greatly accentuated China's social and regional inequalities. Education is expected to address these inequalities in a context of rapid social change, including the rise of an urban middle class, changed status of women, resurgence of ethnic identities, growing rural to…
Zagórski, Z. P.
In the system of totalitarian economy, regulated by bureaucracy, the real value of equipment, materials and services is almost completely unknown, what makes impossible the comparison of different technologies, eliminates competition, disturbs research and development. With introduction of market economy in Central and Eastern Europe, the radiation processing has lost doubtful support, becoming an independent business, subject to laws of free market economy. Only the most valuable objects of processing have survived that test. At the top of the list are: radiation sterilization of medical equipment and radiation induced crosslinking of polymers, polyethylene in particular. New elements of competition has entered the scene, as well as questions of international regulations and standards have appeared.
The role of schooling in social and economic transformations occurring in Sub-Saharan Africa is examined. Compares Chagga cultural ideas about land and livestock with the model of social development in the Tanzanian agricultural science syllabus. Discusses how schooling affects the structuring of social differences. (MMU)
Public higher education has a long history, with its growth associated with mass higher education and the extension of a social right to education from secondary schooling to university education. Following the rise in student numbers since the 1970s, the aspiration to higher education has been universalized, although opportunities remain…
This paper focuses on the relationships between higher education and the labour market in Serbia. In order to understand this relationship better, this paper will first provide a brief history of the country and the history of its higher education structures. The paper will then discuss higher education from post Second World War until the fall of…
Wittman, Hannah; Beckie, Mary; Hergesheimer, Chris
Often organized as grassroots, nonprofit organizations, many farmers' markets serve as strategic venues linking producers and consumers of local food while fulfilling multiple social, economic, and environmental objectives. This article examines the potential of farmers' markets to play a catalyst role in linking local food systems to the social…
The [Chinese Communist] Party's Fourteenth Congress unequivocally confirmed the building of a socialist market system. The Third Plenary Session of the Party's Twelfth Congress in 1984 propounding the market led to economic reforms and the advancing of the theory of a socialist market economy. It constitutes a deepened understanding of the…
Nanama, Siméon; Frongillo, Edward A
Food insecurity negatively impacts outcomes in adults and children including parenting practices, child development, educational achievement, school performance, diet, and nutritional status. Ethnographic and quantitative research suggests that food insecurity affects well-being not only through the lack food, poor diet, and hunger, but also through social and psychological consequences that are closely linked to it. These studies are limited in number, and have mostly been carried out in contexts with market economies where household access to food depends almost solely on income. This study considers the social and psychological experiences closely linked to food insecurity in northern Burkina Faso, a context marked by subsistence farming, chronic food insecurity with a strong seasonal pattern, and a complex social structure. A total of 33 men and women from ten households were interviewed in February 2001 using semi-structured interview guides. Data were analyzed following the principles of thematic analysis. Food insecurity is closely linked with consequences such as concern, worries, and anxiety that ultimately lead to weight and sleep loss. Food insecurity results in feelings of alienation (e.g., shame) and deprivation (e.g., guilt), and alters household cohesion leading to disputes and difficulties keeping children at home. Decisions made by household members to manage and cope with food insecurity are shaped by their fear of alienation and other cultural and social norms. These findings, although derived from data collected 10 years ago before the 2008 food and fuel crises, remain valid in the study context, and emphasize the importance of social and psychological consequences closely linked to food insecurity and their negative impact on the well-being at both individual and household levels in contexts of non-market economy and chronic food insecurity. Attention to these non-nutritional consequences will improve the design, implementation, and evaluation
Nee, Victor; Opper, Sonja
This research applies a transaction-focused institutional analysis to compare the value of political capital in different institutional domains of China's market economy. Our results show that the value of political capital is associated with institutional domains of the economy in which agents can use political connections to secure advantages.…
... International Trade Administration 19 CFR Part 351 RIN 0625-XC001 Use of Market Economy Input Prices in... (``NME'') producer pays to a market economy supplier when a factor of production is purchased from a market economy supplier and paid for in market economy currency, in the calculation of normal value...
A market driven economy has many effects on population growth. The laws of social production were explicated by Marx and Engels, and Comrade Deng Xiaoping presents his views on China's socialist market economy and population problems in this article. Modern market economies have changed greatly over time. Before the 1960s, the focus of the interaction between population and economic change was in macro control. Since the 1960s, the focus shifted to micro control. Theories on maximum growth and neomodern population theory provide only a few useful elements. Cost-benefit analysis of child production functions, despite limitations, has universal appeal. Western theories with sound scientific evidence and Marxist theories should be examined and integrated within the Chinese experience. Two areas of concern in China are the spatial imbalance between population and economic development and an appropriate time period for any research activity. Scientific research in China will be advanced by careful integration of theory and practice, careful study of the Chinese experience, in-depth analysis, and bold, practical approaches which incorporate existing research results from the West. There are three dominant views of economic reforms. 1) Economic development plans should include a market economy. 2) Chinese population control would depend upon administrative means rather than market forces. 3) There are indirect ways in which the market affects population production. The last position is favored. The conclusions are made that family planning has been and continues to be a driving force in declining birth rates and that a focus on government population control does not discount the importance of the influence of economic factors on changes in the birth rate. Market forces are beginning to show their impact on people's choice in reproduction, and the impact is increasing. Reforms must be made appropriate to both the position and the negative influence of the market economy on
Bielicki, T; Szklarska, A; Kozieł, S; Ulijaszek, S J
2001, after the abrupt transition from a command to a free-market economy in the early 1990s.
... International Trade Administration Antidumping Methodologies in Proceedings Involving Non-Market Economies... rate methodology in antidumping proceedings involving non-market economy (``NME'') countries. See Antidumping Methodologies in Proceedings Involving Non-Market Economies: Valuing the Factor of...
... Market Economy Input Prices in Nonmarket Economy Proceedings AGENCY: Import Administration, International... normally will use the price that a nonmarket economy (``NME'') producer pays to a market economy supplier when a factor of production is purchased from a market economy supplier and paid for in market...
Rudich, Kenneth S.
A market intelligence database is a vital tool for continuing education providers and brokers. Its components are as follows: layout of potential markets; analysis of population, demand, environment, and competitors (market opportunities analysis); market performance measures; and college consumer trends. (SK)
Lan, Boon Leong; Tan, Ying Oon
Daily changes in the logarithm of stock market index from 1997 to 2004 are analyzed for countries from three subgroups of economies classified by the International Monetary Fund (IMF): developing Asian countries, newly industrialized Asian economies and major advanced economies. For all markets, the daily changes are well fitted by a non-Gaussian stable probability density. The time evolution of the standard deviation of the daily changes for each market obeys a power law. However, the developing Asian countries have the smallest stable density characteristic parameters α and the largest exponents b of the power law, except China's SSEC and India's SENSEX. The values of α and b for these two markets are closer to those of the newly industrialized Asian economies; in particular, those for China's SSEC are close to those for Hong Kong's HSI. The values of α and b for the newly industrialized Asian economies are in between those for the developing Asian countries and major advanced economies, consistent with the results for generalized Hurst exponent [Physica A 324 (2003) 183]. The daily changes for the developing Asian countries and newly industrialized Asian economies have a weak long-range correlation, whereas the daily changes for the major advanced economies have a weak long-range anti-correlation.
Kuznetsov, Nikolai; Usenko, Lyudmila; Ivanova, Olga; Kostoglodova, Elena
Purpose: The purpose of this paper is to evaluate and determine the effectiveness of university education on the economy of various countries. Design/methodology/approach: To determine the necessity and expedience of making provision for the effectiveness of university education on the market economy, this work uses the method of regression and…
Grier, Sonya; Bryant, Carol A
Social marketing, the use of marketing to design and implement programs to promote socially beneficial behavior change, has grown in popularity and usage within the public health community. Despite this growth, many public health professionals have an incomplete understanding of the field. To advance current knowledge, we provide a practical definition and discuss the conceptual underpinnings of social marketing. We then describe several case studies to illustrate social marketing's application in public health and discuss challenges that inhibit the effective and efficient use of social marketing in public health. Finally, we reflect on future developments in the field. Our aim is practical: to enhance public health professionals' knowledge of the key elements of social marketing and how social marketing may be used to plan public health interventions.
Chadraba, Petr G.; O'Keefe, Robert D.
This article summarizes some of the authors' experiences in introducing marketing concepts to students involved in the transition from planned to market economies. It addresses critical issues involved in the translation of these concepts within languages that often have no words that are synonymous with these terms. The authors discuss methods…
Valiulis, Algirdas Vaclovas
In an ever-changing labour market, university tries to make efforts to estimate the free labour market demands for university graduates. The strength of Engineering Education lies in the range and depth of fundamental knowledge the students acquire during their studies, but the abilities like: taking risk, taking initiative, teamwork,…
Socialist market economies and planned economies differ in that planned economies have decision-making power concentrated at the top levels of administration, and government sets mandatory macrolevel planning. Socialist market economies have decentralized decision making, and government's role is in setting rules and regulations. The market provides information and prices in a socialist market economy, while in a planned economy the government supplies information. Material interests are the stimulus in a market economy, while ideology is the stimulus in planned economies. Externalities or market failures prevent the market from realizing maximum efficiency in resource allocation. Commodity production is best when the social marginal cost equals social marginal efficiency. Externalities can be handled by internalization, taxation or subsidies, or administrative intervention. Externalities in reproduction are costs within the family that are lower than the social costs. Family costs usually do not include consumption of scarce natural resources. Costs vary between rural and urban areas. In a rural area with limited natural resources, lower birth rates in a village mean a greater amount of natural resources per person. If externalities are internalized, resources could be allocated per family which equalized distribution between families so that high birth rates could be contained. Another solution to high birth rates would be to impose fines. In real life, externalities are localized at the village level; poverty in one village affects the region. Under the current Chinese socialist market economy, economic decisions and reproductive decisions are decentralized. Population control regulation exists by province and stipulates the age of childbearing, the conditions determining second children, and the length of birth interval. Each province is subject to macro central government plans which include quotas for birth rates and the number of births per province. Family
... International Trade Administration Non-Market Economy Antidumping Proceedings: Assessment of Antidumping Duties...: Request for comments. SUMMARY: In antidumping duty (``AD'') administrative reviews involving non-market... each company subject to the investigation or review. In market economy (``ME'') proceedings,...
Novelli, W D
Few social organizations have been able to incorporate all the essential components of successful marketing, namely, a customer oriented perspective, careful product development, segmented targets and programs, and an interative process of analysis, planning, implementation, and replanning. The lack of resources is part of the problem of moving forward into comprehensive social marketing. Social organizations may use marketing's 4 "Ps" -- product, price, promotion, and place, but often they must also contend with low visibility, lamentable budgets, little research, and lack of continuity. Several general problems confront marketing planners who try to transfer marketing approaches used to sell toothpaste and laundry detergent to promote concepts like family planning, smoking cessation, and nutrition. It has not been possible simply to apply commercial techniques for market analysis and segmentation or product, price, channel, and communication strategy and implementation to social programs. Evaluating program effectiveness is another area where commercial methods fail to readily apply. Contraceptive social marketing programs can point to quantifiable success measures of units sold and revenue received, but generally social marketers must gauge their longterm program objectives such as reduced fertility rates according to intermediary measures such as knowledge change or reported behavior. Currently, organizational design is being studied by several contraceptive social marketing programs. Trained marketing managers in key positions, a systematic marketing planning process, and careful monitoring and control are key program success ingredients that frequently are missing in social agencies where marketing activities and functions may not be fully understood. Many social organizations have established communication functions, but they are not conducive to the broader role that marketing must play if any significant impact is to result. Additionally, in the absence of
Pakistan's gross domestic product (GDP) has grown at an average of 5.3%/year since 1950 and real per capita income has increased 3.7%/year over the past decade, despite a 3% annual population growth rate. Contributing to this dynamic economic growth have been migration, the construction of a new national economy following independence, controlled irrigation, foreign exchange availability, and an expectation on the part of the public of higher earnings and consumption. Despite these trends, the Pakistan economy is structurally weak and there have been rapid increases in both the domestic and foreign debt. Economic growth has been based largely on trading and soft services. Government departments are known for their corruption. This self-contradictory economic picture derives directly from the structure of Pakistani society, which is dominated by the elite of Punjab Province. Urbanization is increasing economic inequality in the society, and government taxation policies are biased toward big agriculture and industry. Pakistan's poor performance in education, social development, and family planning are expected to inhibit future economic development. Only 26% of Pakistanis are literate, reflecting the low social value placed on education. Even in urban areas, there is no evidence of a decline in fertility. This results from the psychological and economic need for children, women's limited roles, Islamic opposition to family planning, and inefficient government delivery of social services. Within a few years, population growth will magnify the structural weaknesses of the Pakistan economy. It is hoped that the dynamic nature of Panjabi values and behavior, especially of the new middle class, will lead to a redress of this situation.
This article synthesises the social and economic dynamics of both non-market and market production in national education systems, drawing primarily on Marx's analysis of the commodity and Hirsch on positional competition. Market production has six principal aspects: a defined field of production, protocols governing entry/exit, the production of…
Walsh, D C; Rudd, R E; Moeykens, B A; Moloney, T W
Marketing techniques and tools, imported from the private sector, are increasingly being advocated for their potential value in crafting and disseminating effective social change strategies. This paper describes the field of social marketing as it is used to improve the health of the public. A disciplined process of strategic planning can yield promising new insights into consumer behavior and product design. But the "technology" cannot simply be transferred without some translation to reconcile differences between commercial marketing and public health.
Hanlon, Eileen; Lane, Amy; Romano, Rose Mary
This book is about understanding people's behavior and changing that behavior using a discipline called "social marketing." It is based on the idea that all marketing is an exchange: if you want people to change their behavior, you have to offer them something, be it security, information, an image, or a feeling of belonging. The book…
Seker, Mustafa; Osmanoglu, Ahmet Emin
Having an efficient and satisfactory economy education may enable an individual to actively participate in decision making process about economy-related issues. This is very important for democratic societies. This research aims to search methods and levels of teaching "economy" concepts prepared for Turkey 2005 Social Studies Program in…
Examines the use of social role theory in the study of marketing, addresses the question of whether buyer-seller is a role relationship, and discusses consumption as a function inherent in many roles. (Author)
Arcaro, P; Mannocci, A; Saulle, R; Miccoli, S; Marzuillo, C; La Torre, G
Social marketing uses the principles and techniques of commercial marketing by applying them to the complex social context in order to promote changes (cognitive; of action; behavioral; of values) among the target population in the public interest. The advent of Internet has radically modified the communication process, and this transformation also involved medical-scientific communication. Medical journals, health organizations, scientific societies and patient groups are increasing the use of the web and of many social networks (Twitter, Facebook, Google, YouTube) as channels to release scientific information to doctors and patients quickly. In recent years, even Healthcare in Italy reported a considerable application of the methods and techniques of social marketing, above all for health prevention and promotion. Recently the association for health promotion "Social marketing and health communication" has been established to promote an active dialogue between professionals of social marketing and public health communication, as well as among professionals in the field of communication of the companies involved in the "health sector". In the field of prevention and health promotion it is necessary to underline the theme of the growing distrust in vaccination practices. Despite the irrefutable evidence of the efficacy and safety of vaccines, the social-cultural transformation together with the overcoming of compulsory vaccination and the use of noninstitutional information sources, have generated confusion among citizens that tend to perceive compulsory vaccinations as needed and safe, whereas recommended vaccinations as less important. Moreover, citizens scarcely perceive the risk of disease related to the effectiveness of vaccines. Implementing communication strategies, argumentative and persuasive, borrowed from social marketing, also for the promotion of vaccines is a priority of the health system. A typical example of the application of social marketing, as
Clavner, Jerry B.
Social sciences in the community college are at a critical point in their history and development. Except for a few statistical aberrations, enrollment in the social sciences and humanities is declining significantly. The idea of marketing a segment of a college's or university's offerings, particularly when it is not tied to a particular problem…
Lussi, Isabela Aparecida de Oliveira; Pereira, Maria Alice Ornellas
The psychiatric reform process requires the implementation of public policies that guarantee the work inclusion of individuals with mental disorders. To do this, work must be understood as a promoter of autonomy, emancipation and citizenship. The objective of this study is to reflect on the theoretical concepts related to social insertion through work, with the purpose of exploring the inclusion of individuals with mental disorders in the work market. The concepts social company and solidary economy where selected as fundamental for the study. In the social company, the subject is considered to be a social being, focusing on the development process towards emancipation. In solidary economy, the objective is to develop an economy that is more just, equal and solidary. Further discussions on these concepts should be developed to support the implementation of projects for social inclusion through work.
Guo, Shibao; Guo, Yan; Beckett, Gulbahar; Li, Qing; Guo, Linyuan
Fuelled by forces of globalisation, China has gradually shifted from a centrally planned economy to the "socialist market economy". This study examines changes in Chinese education under globalisation and market economy, focusing on the teaching and living conditions of teachers. The study reveals that the profound transformation of…
Rosenau, Fred S.
This introductory guide to nonprofit social marketing provides marketing techniques and guidelines in seven chapters. Topics covered include a general discussion of social marketing, with several definitions; market research, including factors to be considered in planning a marketing strategy, forces for and against educational changes, cluster…
... International Trade Administration Non-Market Economy Antidumping Proceedings: Assessment of Antidumping Duties... CBP to liquidate such entries at the non-market economy (``NME'')-wide rate. FOR FURTHER INFORMATION... it instructs CBP to liquidate certain entries from non-reviewed exporters. See Non-Market...
Many educators attended the World Conference on Education for All in March 1990 in Thailand. To meet the goal of education for all, they need to attain enough resources to provide basic education to everyone who wants it. They also must guarantee that the education is efficient and effective. The toughest task is gaining the support of parents of those children needing primary education. Social marketing techniques may be able to generate the needed enthusiasm for education among parents. It must lead parents to toss aside the common belief that education is primarily a way to secure employment and a steady income. A national campaign to better parent participation and the quality of education should emphasize 6 areas. It should stress that eating a balanced breakfast and overall good nutrition increase a child's ability to concentrate and do well in school. The campaign must also emphasize attendance of both students and teachers thereby providing continuity and allowing students to build on past knowledge. Research indicates that homework strengthens achievement, therefore parents need to provide guidance and encouragement for their children while at home. Social marketing can further increase primary school attendance by promoting parent participation in school activities. It can also inform parents about the performance responsibilities of teachers and administrators so they can remind educators what they are expected to accomplish. In some countries, resources from the government are insufficient, so social marketing can encourage community incentive programs bound to satisfying specific educational standards. Educators and social marketers need to work together to empower parents to make education for all come true.
This commentary is on the role of population studies in a market oriented economy which reflects Marxist theories on productive forces. Population development must not be viewed unidimensionally. Prior thinking focused on the mode of social production determining population development and vice versa. The assumption prevalent prior to 1978 was that there was no common pattern among different societies. This view was openly challenged in the 2nd national population science symposium in Chengdu, Sichuan Province. It was stated that population development is affected by production techniques in either capitalist or socialist countries. Further understanding of this relationship based on quantitative and qualitative research was required. Public ownership is the basis of a socialist economy. Marxist views were that populations in market or nonmarket economies are different, and population scholars need to study these relationships. There was a mistaken belief that a socialist economy was nonmarket oriented. Correcting the mistake meant taking into consideration migration, urbanization, employment, expenditure, and the relationship to reproduction, as well as rethinking the development patterns. When the price of the labor force differs from its value, the investment in population and population quality will be affected. This has led to rampant commercialization and higher school dropout rates. Short term interests predominate. The trend does not benefit the quality of the population or the promotion of social productive forces. Further examination is needed of the effects of urbanization on a planned market oriented economy with socialist public ownership.
Experiences of 165 Chinese immigrants to San Francisco (California) who arrived between 1965 and 1975 suggest that workers employed in the ethnic labor market (enclave economy) have lower wages, higher turnover, and less promotional opportunities than workers in other labor markets. Positive aspects of the enclave economy are discussed. (SLD)
The canonical neoclassical model is insufficient to understand business cycle fluctuations in emerging market and developing economies. The author reformulates the model proposed by Aguiar and Gopinath (2007) in a simple setting that can be used to teach business cycle macroeconomics for emerging market and developing economies at the…
Ling, J C; Franklin, B A; Lindsteadt, J F; Gearon, S A
This review of the public health role of social marketing begins by tracing the history of social marketing and noting that social marketing adopts the traditional marketing framework of product, price, place, and promotion and embraces several methods of commercial marketing as well as consumer research. However, no universally acknowledged definition exists. A review of the literature is divided into three time periods representing early theoretical development, the evaluation of experiences, and increasing acceptance. Concerns about social marketing are discussed in terms of ethics, disempowerment, and the commercialization of health information. Examples of social marketing are then provided from developing countries and are analyzed in groupings defined as tangible products, sustained health practices, and service utilization. Practitioners' views and concerns are also reviewed. The strengths of social marketing include knowledge of the audience, systematic use of qualitative methods, use of incentives, closer monitoring, strategic use of the mass media, realistic expectations, aspiring to high standards, and recognition of price. Weaknesses of social marketing include its time, money, and human requirements; the fact that marketing elements are missing (public health lacks the flexibility to adjust products and services to clients' interests and preferences); and the potential serious impact on the future of Public Service Announcements, which may die out because social marketers pay for air time. After placing social marketing in context with other practices designed to achieve social change, the review ends with the prediction that the public health role of social marketing is likely to increase. The World Health Organization's recent call for health promotion and the UN Children's Fund's social mobilization actions are provided as examples of this increased role. It is noted, however, that social marketing alone cannot solve public health problems.
Blair, J E
1. Social marketing provides a theoretical basis to increase awareness of preventable health conditions and to increase participation in wellness programs. 2. The philosophy of social marketing underscores the necessity to be aware of and responsive to the consumer's perception of needs. 3. Social marketing is distinguished by its emphasis on "non-tangible" products such as ideas, attitudes, and lifestyle changes. 4. "Marketing mix" is a social marketing strategy that intertwines elements of product, price, place, and promotion to satisfy needs and wants of consumers.
Da Cunha, G
Social marketing became respectable only in the late 1970s in places like Indonesia, Brazil, Egypt, Honduras, and Gambia. In practice social change and marketing are both about modifying group behavior. Social change provides opportunities for marketing, which is the process that identifies the unmet consumer need and satisfies it at a profit. Social research and production technologies are involved in market segmentation, target group selection, pricing, distribution, selling, and promotion. The crucial, people-centered and community-based characteristic of marketing is its social relevance. Marketing is a neutral methodology and social marketing is its adaptation to social imperatives. Among a set of underlying ideas related to marketing is the primacy of the consumer in all marketing decisions. Marketing clusters are a way of analyzing a situation, making a product, and pricing and distributing it. Demand is the driving force behind marketing with the components of price, performance, and decision. The benefit obtained from the product must justify the price. Advertising is commercial mass persuasion, the centerpiece of promotion; it is also needed for marketing communications. Promotional tools include special price offers, merchandizing, and dealer incentive schemes. Straightforward information rarely causes lasting behavioral changes. In a Bangladeshi community, 90% of women could have correct knowledge about oral rehydration salts, yet only 8% of them might actually use them correctly. Information that is resisted does not work, yet huge amounts of money go into producing manuals, leaflets, radio programs, and posters. The issues of distribution and competition are often neglected in social marketing programs. Other deficiencies are failure to monitor, evaluate, and innovate. To be successful, social marketing must aim at a 100% conversion of the market actors. Some successes of the social marketing approach include: a nutrition education and behavior change
Thapa, S; Prasad, C V; Rao, P H; Severy, L J; Rao, S R
Contraceptive social marketing is a way of supplying contraceptives to consumers who cannot afford to buy them at full market price, yet are not reached by the free public distribution program. The process involves supplying a subsidized product through existing commercial distribution networks, using the mass media and other retail marketing techniques to commercially advertise the products. India was the first country to introduce this concept to its family planning program. India's social marketing program is also the largest in the world. Over the past 25 years, total condom sales in India have expanded under the program from less than 10 million per year to more than one billion. The authors present an overview of India's social marketing initiative, describe the firms participating in the program, and summarize the lessons learned from the social marketing experience. Problems and prospects, and experiences and implications are discussed.
Kürten, K. E.; Kusmartsev, F. V.
We argue about the application of methods of statistical mechanics to free economy (Kusmartsev F. V., Phys. Lett. A, 375 (2011) 966) and find that the most general distribution of money or income in a free-market economy has a general Bose-Einstein distribution form. Therewith the market is described by three parameters: temperature, chemical potential and the space dimensionality. Numerical simulations and a detailed analysis of a generic model confirm this finding.
Kotler, P; Zaltman, G
This article examines the applicability of marketing concepts to social causes and social change. Social marketing is defined as the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research. Wiebe examined four social advertising campaigns and concluded that their effectiveness depended on the presence of adequate force, direction, adequate and compatible social mechanism, and distance (the "cost" of the new attitude as seen by message's message"s recepient). A marketing planning approach is not a guarantee for the achievement of social objectives; yet, it represents a bridging mechanism linking the knowledge of the behavioral scientist with the socially useful implementation of that knowledge.
Polack, Robert J.
The globalization of the economy creates new challenges for social work in the arenas of social and economic justice. This article outlines social justice issues related to the debt crisis of the Global South and sweatshops. A presentation of colonial precursors is followed by a detailed examination of these global institutions with an emphasis on…
Bloom, P N; Novelli, W D
This article reviews the problems that arise when general marketing principles are applied to social programs. Social marketing is conceptualized as the design, implementation, and control of programs seeking to increase the acceptability of a social ideal or practice in a target group. These problems can occur in 8 basic decision-making areas: market analysis, market segmentation, product strategy development, pricing strategy development, channel strategy development, communications strategy development, organizational design and planning, and evaluation. Social marketers find that they have less good secondary data about their consumers, more problems obtaining valid and reliable measures of relevant variables, more difficulty sorting out the relative influence of determinants of consumer behavior, and more problems getting consumer research funded than marketers in the commercial sector. They tend to have less flexibility in shaping their products and more difficulty formulating product concepts. Problems associated with establishing, utilizing, and controlling distribution channels comprise another major difference between social and more conventional forms of marketing. Social marketers also find that their communications options are somewhat limited as a result of problems associated with use of paid advertisements, pressures not to use certain types of appeals in their messages, and the need to communicate large amounts of information in their messages. Moreover, social marketers must function in organizations where marketing activities are poorly understood, underappreciated, and inappropriately located. Finally, they face problems trying to define effectiveness measures or estimating the contribution their program has made toward the achievement of certain objectives. If all these problems are anticipated and handled creatively, social marketing efforts can succeed.
Martin, Ashley; Grundin, Erica; Harrison, Dash; Espinoza, Jessica
Social media use has moved beyond just being a way for family and friends to keep in touch. Now it is imperative that all businesses implement a social media strategy into their overall marketing plan. Medical practices are no exception. Using social media within your medical practice will allow you take your marketing to a new level of success. It also allows you to connect with patients on a more personal, less corporate level.
Yu, Bei; Chen, Miao; Kwok, Linchi
Popularity of social marketing messages indicates the effectiveness of the corresponding marketing strategies. This research aims to discover the characteristics of social marketing messages that contribute to different level of popularity. Using messages posted by a sample of restaurants on Facebook as a case study, we measured the message popularity by the number of "likes" voted by fans, and examined the relationship between the message popularity and two properties of the messages: (1) content, and (2) media type. Combining a number of text mining and statistics methods, we have discovered some interesting patterns correlated to "more popular" and "less popular" social marketing messages. This work lays foundation for building computational models to predict the popularity of social marketing messages in the future.
The goal of this paper is to highlight how instructors may integrate the different social media into various marketing classes. The paper will address the major social networks, and then follow with discussions of microblogging, media sites, and social gaming. Given that there is a great deal of research highlighting the effectiveness of utilizing…
David, S P; Greer, D S
Medical education is often a frustrating endeavor, particularly when it attempts to change practice behavior. Traditional lecture-based educational methods are limited in their ability to sustain concentration and interest and to promote learner adherence to best-practice guidelines. Marketing techniques have been very effective in changing consumer behavior and physician behavior. However, the techniques of social marketing-goal identification, audience segmentation, and market research-have not been harnessed and applied to medical education. Social marketing can be applied to medical education in the effort to go beyond inoculation of learners with information and actually change behaviors. The tremendous potential of social marketing for medical education should be pilot-tested and systematically evaluated.
Pirani, Sylvia; Reizes, Tom
Social marketing can be an effective tool for achieving public health goals. Social marketing uses concepts from commercial marketing to plan and implement programs designed to bring about behavior change that will benefit individuals and society. Although social marketing principles have been used to address public health problems, efforts have been dominated by message-based, promotion-only strategies, and effective implementation has been hampered by both lack of understanding of and use of all of the components of a social marketing approach and lack of training. The Turning Point initiative's Social Marketing National Excellence Collaborative (SMNEC) was established to promote social marketing principles and practices to improve public health across the nation. After 4 years, the Collaborative's work has resulted in improved understanding of social marketing among participating members and the development of new tools to strengthen the social marketing skills among public health practitioners. The Collaborative has also made advances in incorporating and institutionalizing the practice of social marketing within public health in participating states.
The Community-Based Social Marketing (CBSM) Training Guide and recycling toolkit provides an overview of how to increase the adoption of sustainable behaviors and recycling practices with a community.
Lefebvre, R. Craig; Flora, June A.
The proliferation of community-based health education programs has outpaced the knowledge base of behavior change strategies that are appropriate for public health interventions. This article discusses eight essential aspects of the social marketing process. (JOW)
Faulds, David J.; Mangold, W. Glynn
This paper describes the process used and experiences gained in developing a social media and marketing course. As the first known paper on this topic appearing in the marketing education literature, the paper provides educators with a framework for developing similar courses. The course was developed using a sound instructional design model, the…
Shook, Suzan C.; And Others
Studies the effectiveness of a token economy on specific inappropriate social behaviors of three first grade students. Suggests that token economy systems can be very effective in decreasing disruptive behaviors of primary aged students. (MG)
Aims: Through the review of relevant literature this study illuminates the concepts of social marketing and breastfeeding. It specifically discusses the positioning of the link between social marketing and breastfeeding within different fields of study and develops a theoretical framework that tries to bridge the gap between those disciplines. Method: Various electronic databases were used and through systematic selection 11 scientific articles were identified that this literature review is based on. Results: The review indicates that the relationship between social marketing and breastfeeding is complex. There are indications that this relationship is being investigated within three distinct fields of research: psychology/education, public health and marketing. Depending on the research field the emphasis is put on either breastfeeding or social marketing as well as on the other concepts that were discovered to be of importance within this relationship. Namely, group and individual demography as well as behaviour were revealed to be important elements of the link between social marketing and breastfeeding. Conclusions: Based on the results this study concludes that a more multidimensional view on the relationship between the concepts under study is needed since the focus of previous studies is very one-sided and limited to just one element when all elements should be integrated equally. PMID:23618478
Wayman, Jennifer J Clay; Beall, Tom; Thackeray, Rosemary; Brown, Kelli R McCormack
In public health social marketing, is there such a thing as "healthy competition," or is the term an oxymoron? The primary focus of this article is on a type of competition that may not often be considered by public health social marketers--competition from other marketing activities that exist in the marketplace in which your intervention is operating. This could also be termed "promotion" competition. The purpose of this article is to briefly review promotion competition and then review competitive factors that can impact a social marketing initiative's success, examine how to conduct a useful competitive analysis, and offer strategies for maximizing the benefits and minimizing the negative implications of competition on your efforts.
Saunders, S; Smith, W A
Social marketing can refer to the promotion of either a product or an idea. The 1st approach includes the sale of a socially beneficial product such as condoms or oral rehydration salts. Although the product is generally subsidized to keep costs within the reach of consumers, the actual sale is considered critical because of its role in ensuring consumer motivation, increasing internal efficiency, and facilitating longterm self-sufficiency of the program. The 2nd approach stresses the promotion of socially beneficial ideas and practices rather than products, e.g. breastfeeding. Social products differ from commercial products in several important ways: they are more complex, often more controversial, less immediately satisfying to the consumer, require more spectacular results, and are aimed at an audience with fewer resources than most consumers of commercial products. In addition, there are many factors that make social marketing more difficult difficult than marketing in the commercial sector. Social programs have less control over the delivery system and consumer research is more complicated. Despite these differences, both social and commerical marketing are organized aroung the same 4 qualities: product, price, place, and promotion. The product must be configured to maximized consumer acceptance and use. Hidden costs must be considered. There must be an adequate distribution and supply system to ensure easy availability of the product. Finally, the product must be promoted through different communication channels by a wide array of techniques. Attention to these 4 factors can significantly enhance social service delivery of both products and ideas.
Evans, W Douglas
Media-related commercial marketing aimed at promoting the purchase of products and services by children, and by adults for children, is ubiquitous and has been associated with negative health consequences such as poor nutrition and physical inactivity. But, as Douglas Evans points out, not all marketing in the electronic media is confined to the sale of products. Increasingly savvy social marketers have begun to make extensive use of the same techniques and strategies used by commercial marketers to promote healthful behaviors and to counter some of the negative effects of conventional media marketing to children and adolescents. Evans points out that social marketing campaigns have been effective in helping to prevent and control tobacco use, increase physical activity, improve nutrition, and promote condom use, as well as other positive health behaviors. He reviews the evidence from a number of major recent campaigns and programming in the United States and overseas and describes the evaluation and research methods used to determine their effectiveness. He begins his review of the field of social marketing by describing how it uses many of the strategies practiced so successfully in commercial marketing. He notes the recent development of public health brands and the use of branding as a health promotion strategy. He then goes on to show how social marketing can promote healthful behavior, how it can counter media messages about unhealthful behavior, and how it can encourage discussions between parents and children. Evans concludes by noting some potential future applications to promote healthful media use by children and adolescents and to mitigate the effects of exposure to commercial marketing. These include adapting lessons learned from previous successful campaigns, such as delivering branded messages that promote healthful alternative behaviors. Evans also outlines a message strategy to promote "smart media use" to parents, children, and adolescents and
Lange, Wilhelm; Breuer, Michael
Small businesses have made a decisive contribution to the reconstruction and development of the German economy and society since World War II. The Federal Republic of Germany considers small-scale industry important and has granted tax relief and initiated a wide range of loan and guarantee programs for them. The Act against Restraints of…
This lesson plan features a classroom simulation that helps students understand the characteristics of a market economic system. The lesson plan states a purpose; cites student objectives; suggests a time duration; lists materials needed; and details a step-by-step teaching procedure. The "Paper Airplane Challenge" handout is attached. (BT)
In this article the National Transfer Accounts (NTA) method is used to develop a comprehensive account of resource reallocations between population members in Italy, encompassing the age and the gender perspective, the public and the familial institutional sectors as well as the market and non-market dimensions of the economy. The inclusion of the non-market economy, referring to household and care time, allows for an insight into the gender division of labour and the strength of intergenerational obligations in the Italian familistic welfare regime. Results highlight the existence of large flows of resources within the family both between genders and toward young generations, with men and women giving rise to considerable monetary and time transfers, respectively.
Davis, Daniel J; Rubin, Beth A
While scholars and politicians tout education as the salve to employment disruptions, we argue that the geography of the new economy, and the social closure mechanisms that geography creates, may be just as important as individuals' characteristics for predicting post-displacement wage loss (or gain). We use data from the 2012 Displaced Workers ement of the Current Population Survey and from the 2010 United States Census to test hypotheses linking local labor markets in different industrial contexts to post-displacement wage loss. Our results point to age as a closure mechanism, and to the partially protective effect of education in high-tech versus low-tech economic sectors. This study is the first to use national level data to examine how employment in high-tech cities influences post-displacement wages. These findings are relevant both for theorizing about the new economy and for public policy.
El-ansary, A I; Kramer Oe, J
The authors explore social marketing applications in the Louisiana model of statewide program for family planning. The marketing concept has 4 major elements: 1) consumer orientation; 2) social process; 3) integrated effort; 4) profitable operation. Success of program and continued growth are the results of defining services needed by consumer; determining market target; taking services to customer; and emphasizing concept of selling family planning rather than giving free birth control method. Another important facet is the recognition of many participants--community agencies, the church, the American Medical Association, funding sources, and hospitals. This project used anyaltical marketing tools and defined services as human services rather than the narrow family planning services. It also extended activities to multinational environment and adapted the product offering to meet these needs.
Kholmogorova, G T; Gladysheva, N V
At present health education programmes abroad make wide use of social marketing strategy. Unlike commercial marketing whose purpose is competition and struggle for the expansion of commodity markets, social marketing is aimed at disseminating certain ideas or introducing certain practices, using largely the technological base and strategy of commercial marketing. The authors give 8 fundamental principles of social marketing (consumer orientation, the theory of barter, the analysis of audience and segmentation, special surveys to detect the orientation of population, the choice of channels for information transmission application of "marketing mixture", control of ongoing programme and marketing management). Application fields of social marketing in public health are discussed.
The relationship that has existed historically between industry and higher education in Western economies is currently being mirrored in the transforming economies of the former Soviet Union. These emerging market economies have been encouraged by their association with a now obsolete British Council awards scheme to study historical and current…
Manoff, R K
This article was based on a speech presented at a Plenary Session of the 1996 Annual Meeting of the American Society of Tropical Medicine and Hygiene. The address describes the nature of social marketing with examples and some lessons learned in developing countries. The earliest social marketers were Moses with the Ten Commandments of God and Indian religious authorities with fertility motifs inscribed on temple walls. Modern marketers of beer and snack food preempted the ancients and made social marketing more ingenious. The strategy shifted to supplying a product to satisfy a consumer want. Messages became a two-way process that minimized feedback shock. Focus groups were used to probe consumers' thoughts. Research must probe the total environment of the "problem." In Brazil, breast feeding promotions revealed that the perceived problem may not be the real problem, and there was no single magic solution. Most tropical disease prevention approaches do not rely on multistage strategies. The oral rehydration therapy (ORT) strategy became a world-wide model when strategists realized that the formula had to be easy to remember, diarrhea had to be recognized as a disease, and the function of ORT had to be clearly defined. The Bangladesh Social Marketing Campaign was successful in getting men to discuss family planning with their wives and establishing the family planning worker as a heroine. Effective messages must uncover points of resistance to the message. Public health advances in the 19th century were due to social policy to improve water supply, sanitation, and nutrition. The iodization of salt in Ecuador was possible with political will, public awareness, redirection of perception, and motivation of demand. Social marketing resources exist in all countries nowadays. Only medical and scientific professionals can promote concern about tropical diseases and raise the prevention priority on the public agenda.
Gray, Lauren; Lamanette, Michelle; Silva, Alberto; Budden, Michael C.
Since the early months of 2009, the undeniable woes of the economy are being felt by many. With a record number of corporate closings, rising unemployment and the crises in the financial markets, this may prove to be a difficult year for many. This paper uses empirical evidence collected from Southeastern Louisiana University students to learn how…
Seeber, Gunther; Remmele, Bernd
A series of studies in several countries tested the economic understanding of people, particularly students. The performance of the subjects is typically conceived as showing "deficits". These alleged deficits seem to correspond with scepticism towards market economy. Better test scores in general correlate with higher appraisal of…
Schellstede, W P; Ciszewski, R L
Since 1975 there has been a family planning program operating in Bangladesh which advertises and commercially distributes contraceptive products in both rural and urban areas throughout the country. The program, known as the Social Marketing Project (SMP) and managed by Population Services International (PSI), now serves almost 1 million acceptors per month at an annual cost per couple of less than US$6.50, including the cost of donated contraceptives. This paper looks at the evolution of the project and its growth through the years, and addresses some primary concerns of planners of social marketing programs.
Weiss, Charles, Jr.; Passman, Sidney
Reviews science and technology policymaking in five countries with free-market economies: the United Kingdom, Germany, France, the Republic of Korea, and the United States. Implications for eastern European and other countries currently reorganizing toward domestic market economies and greater orientation toward world trade are discussed. (61…
Diamantatou, Christina; Hawes, Thomas
This study explores UK students' motivation to study foreign languages, linking unrewarding past learning experiences with attrition rates and posing questions about the influence of official policy and socially structured conditions. 31 Further Education college students were given a questionnaire based on Gardner's (1975) Attitude/Motivation…
Brown, J.H.; Rosel, V.
Management of a free market power industry, or managing the transition from a planned economy to a free market one, is driven by a fundamental economic premise - it is unrealistic (and economically unsound) to try to shelter end users (manufacturers or otherwise) from the true cost of energy: (i) energy prices are a function of fuel inputs (ii) fuel inputs are world priced (iii) end users must pay prices based on true costs Trying to counter any of these dictates will cause economic inefficiencies and misallocations. Managers of energy production in a free market economy must therefore learn to acquire data, and learn to extrapolate. As information is never complete, or perfect, managers must learn to consider contingencies, alternatives and options. In a free market economy, the decision to build a power facility is not controlled simply by the recognition of a perceived need for more power in an area. Because survival in a free market economy requires making a profit, as part for the decision process managers must: (i) talk to their customers to determine power needs into the future (ii) talk to their input suppliers, and arrange contracts (iii) make sure that there is a spread between cost and revenue As stated this is a simple recipe, but is difficult in practice. To perform any forecasting, managers must acquire control over cost, so as to have a base from which to judge the continued profitability or potential profitability, of any current activity or future ventures. It should be noted that planning for the future is difficult at any time but even more so when moving through an era where in the entire economy is undergoing systemic changes. Historic customer base, and historic supply arrangements, may not mean much. Therefore, managers must keep acquiring information, and updating forecasts.
Bloom, Gerald; Standing, Hilary; Lloyd, Robert
This paper explores the implications of the increasing role of informal as well as formal markets in the health systems of many low and middle-income countries. It focuses on institutional arrangements for making the benefits of expert medical knowledge widely available in the face of the information asymmetries that characterise health care. It argues that social arrangements can be understood as a social contract between actors, underpinned by shared behavioural norms, and embedded in a broader political economy. This contract is expressed through a variety of actors and institutions, not just through the formal personnel and arrangements of a health sector. Such an understanding implies that new institutional arrangements, such as the spread of reputation-based trust mechanisms can emerge or be adapted from other parts of the society and economy. The paper examines three relational aspects of health systems: the encounter between patient and provider; mechanisms for generating trust in goods and services in the context of highly marketised systems; and the establishment of socially legitimated regulatory regimes. This analysis is used to review experiences of health system innovation and change from a number of low income and transition countries.
There is a longstanding debate on the contribution of social marketing to public health in general, and to health education and health promotion in particular. This paper presents further discussion from a public health point of view and concludes that priority should be given to health-oriented approaches rather than market-oriented strategies. It is argued that, at best, social marketing is a tool not a solution for health education's and health promotion's problems. To communicate health education messages effectively and efficiently, health needs assessment is recommended as a way forward. It is a public health approach and contains a range of flexible methods in the implementation of health education/promotion programmes.
The significance of traditional economies in indigenous communities goes beyond the economic realm--they are more than just livelihoods providing subsistence and sustenance to individuals or communities. The centrality of traditional economies to indigenous identity and culture has been noted by numerous scholars. However, today one can detect a…
Lucaire, L E
Social marketing is the application of commercial marketing principles to advance a social cause, issue, behavior, product, or service. Social marketing has added a framework to social efforts that heretofore lacked organization and has inspired projects that otherwise might never have been initiated. In the US, social marketing techniques have been particularly successful in the health field. Although advertising and other communications are central to social marketing, the discipline also depends upon other elements of what is termed the marketing mix: product, price, place, and promotion. Social marketing is a cyclical process involving 6 steps: analysis; planning; development, testing, and refining elements of the plan; implementation; assessment of in-market effectiveness; and feedback. In developing countries, health has similarly been the greatest beneficiary to date of applied social marketing techniques. Family planning programs and oral rehydration therapy (ORT) projects have used social marketing techniques effectively in numerous developing countries. Social marketing has been even more widely applied in the sale of contraceptives in developing countries. Contraceptive social marketing (CSM) programs are well established in Bangladesh, Sri Lanka, India, Thailand, Nepal, Colombia, El Salvador, Jamaica, Mexico, and Egypt. More recently programs have been established in Honduras, Guatemala, Barbados, St. Vincent, and St. Lucia. SOMARC (Social Marketing for Change) is a project funded by the US Agency for International Development (AID) and is working with existing CSM programs and helping to launch new CSM programs. CSM programs are successfully functioning as legitimate marketing organizations in developing countries and are using local private sector resources in the process. Program results are encouraging. Social marketing requires both experience and sensitivity to local conditions. Many developing countries now have their own marketing resources
Khan, Habib Hussain; Ahmad, Rubi Binit; Gee, Chan Sok
In this study, we examine the role of market structure for growth in financially dependent industries from 10 emerging Asian economies over the period of 1995-2011. Our approach departs from existing studies in that we apply four alternative measures of market structure based on structural and non-structural approaches and compare their outcomes. Results indicate that higher bank concentration may slow down the growth of financially dependent industries. Bank competition on the other hand, allows financially dependent industries to grow faster. These findings are consistent across a number of sensitivity checks such as alternative measures of financial dependence, institutional factors (including property rights, quality of accounting standards and bank ownership), and endogeneity consideration. In sum, our study suggests that financially dependent industries grow more in more competitive/less concentrated banking systems. Therefore, regulatory authorities need to be careful while pursuing a consolidation policy for banking sector in emerging Asian economies.
A comprehensive analysis is presented of industrial markets potential for direct use of geothermal energy by a total of six industry sectors: food and kindred products; tobacco manufactures; textile mill products; lumber and wood products (except furniture); chemicals and allied products; and leather and leather products. A brief statement is presented regarding sectors of the economy and major manufacturing processes which can readily utilize direct geothermal energy. Previous studies on plant location determinants are summarized and appropriate empirical data provided on plant locations. Location determinants and potential for direct use of geothermal resources are presented. The data was gathered through interviews with 30 senior executives in the six sectors of economy selected for study. Probable locations of plants in geothermal resource areas and recommendations for geothermal resource marketing are presented. Appendix A presents factors which impact on industry location decisions. Appendix B presents industry executives interviewed during the course of this study. (MHR)
Khan, Habib Hussain; Ahmad, Rubi Binit; Gee, Chan Sok
In this study, we examine the role of market structure for growth in financially dependent industries from 10 emerging Asian economies over the period of 1995–2011. Our approach departs from existing studies in that we apply four alternative measures of market structure based on structural and non-structural approaches and compare their outcomes. Results indicate that higher bank concentration may slow down the growth of financially dependent industries. Bank competition on the other hand, allows financially dependent industries to grow faster. These findings are consistent across a number of sensitivity checks such as alternative measures of financial dependence, institutional factors (including property rights, quality of accounting standards and bank ownership), and endogeneity consideration. In sum, our study suggests that financially dependent industries grow more in more competitive/less concentrated banking systems. Therefore, regulatory authorities need to be careful while pursuing a consolidation policy for banking sector in emerging Asian economies. PMID:27490847
Murray, Susan F; Bisht, Ramila; Baru, Rama; Pitchforth, Emma
The complex relationship between globalization and health calls for research from many disciplinary and methodological perspectives. This editorial gives an overview of the content trajectory of the interdisciplinary journal 'Globalization and Health' over the first six years of production, 2005 to 2010. The findings show that bio-medical and population health perspectives have been dominant but that social science perspectives have become more evident in recent years. The types of paper published have also changed, with a growing proportion of empirical studies. A special issue on 'Health systems, health economies and globalization: social science perspectives' is introduced, a collection of contributions written from the vantage points of economics, political science, psychology, sociology, business studies, social policy and research policy. The papers concern a range of issues pertaining to the globalization of healthcare markets and governance and regulation issues. They highlight the important contribution that can be made by the social sciences to this field, and also the practical and methodological challenges implicit in the study of globalization and health.
Dishman, Rod K.
Discusses physical activity and exercise adherence, describing five conundrums that retard advances in knowledge about causal determinants of physical activity and successful interventions that increase physical activity and exercise adherence: adoption versus maintenance; social marketing versus product marketing; mediators of physical activity;…
Over the last quarter-century, China has experienced dramatic changes associated with its development of a market economy. The character of clinical practice is also profoundly influenced by the ways in which reimbursement scales are established in public hospitals. The market distortions that lead to the over-prescription of drugs and the medically unindicated use of more expensive drugs and more costly high-technology diagnostic and therapeutic interventions create the most significant threat to patients. The payment of red packets represents a black-market attempt to circumvent the non-market constraint on physicians' fees for services. These economic and practice pattern changes are taking place as China and many Pacific Rim societies are reconsidering the moral foundations of their professional ethics and their bioethics. The integrity of the medical profession and the trust of patients in physicians can only be restored and protected if the distorting forces of contemporary public policy are altered.
Keller, Heidi; Thackeray, Rosemary
Developing the promotional strategy is often the most exciting and enjoyable part of the social marketing plan. Health communication and social marketing campaigns that combine mass media with the distribution of health-related products, such as child safety restraints and sun protection products, have shown strong evidence of effectiveness for producing intended behavior changes (Guide to Community Preventive Services, 2010). This article discusses the promotional aspect of social marketing plans--the fourth P in the marketing mix that includes product, place, and price--and how public health practitioners can work with creative professionals to be sure that the creative development and execution of promotional messages and materials stay "on strategy" and support their objectives.
A comprehensive analysis is presented of industrial markets potential for direct use of geothermal energy by a total of six industry sectors: food and kindred products; tobacco manufactures; textile mill products; lumber and wood products (except furniture); chemicals and allied products; and leather and leather products. Location determinants and potential for direct use of geothermal resources are presented. The data was gathered through interviews with 30 senior executives in the six sectors of economy selected for study. Probable locations of plants in geothermal resource areas and recommendations for geothermal resource marketing are presented.
iron and steel. The later economic shift from coal and steel to oil and natural gas has left the region’s steel mills totally environmentally ...thuc have performed best in adopting market economy initiativps- Moscow, the Baltics, oil-producing western Siberian cities, and oil and natural gas...these provinces are rich in natural resources that remain to be developed. The third quartile (Figure 3) provides two patterns of note. First, all of the
Lefebvre, R C; Flora, J A
The rapid proliferation of community-based health education programs has out-paced the knowledge base of behavior change strategies that are appropriate and effective for public health interventions. However, experiences from a variety of large-scale studies suggest that principles and techniques of social marketing may help bridge this gap. This article discusses eight essential aspects of the social marketing process: the use of a consumer orientation to develop and market intervention techniques, exchange theory as a model from which to conceptualize service delivery and program participation, audience analysis and segmentation strategies, the use of formative research in program design and pretesting of intervention materials, channel analysis for devising distribution systems and promotional campaigns, employment of the "marketing mix" concept in intervention planning and implementation, development of a process tracking system, and a management process of problem analysis, planning, implementation, feedback and control functions. Attention to such variables could result in more cost-effective programs that reach larger numbers of the target audience.
Daniel, Katherine Lyon
Social marketing approaches can help to shape the formation of and to create demand for preconception care services. This article describes four components of social marketing, often referred to as the 4 P’s, that should be carefully researched and set in place before a national effort to launch and sustain preconception care services is pursued. First, the product or package of services must be defined and adapted using the latest in scientific and health care standards and must be based on consumer needs and desires. Second, the pricing of the services in financial or opportunity costs must be acceptable to the consumer, insurers, and health care service providers. Third, the promotion of benefits must be carefully crafted to reach and appeal to both consumers and providers. Fourth, the placement and availability of services in the marketplace must be researched and planned. With the application of market research practices that incorporate health behavior theories in their exploration of each component, consumer demand for preconception care can be generated, and providers can take preconception care to the market with confidence. PMID:16755400
Prue, Christine E; Daniel, Katherine Lyon
Social marketing approaches can help to shape the formation of and to create demand for preconception care services. This article describes four components of social marketing, often referred to as the 4 P's, that should be carefully researched and set in place before a national effort to launch and sustain preconception care services is pursued. First, the product or package of services must be defined and adapted using the latest in scientific and health care standards and must be based on consumer needs and desires. Second, the pricing of the services in financial or opportunity costs must be acceptable to the consumer, insurers, and health care service providers. Third, the promotion of benefits must be carefully crafted to reach and appeal to both consumers and providers. Fourth, the placement and availability of services in the marketplace must be researched and planned. With the application of market research practices that incorporate health behavior theories in their exploration of each component, consumer demand for preconception care can be generated, and providers can take preconception care to the market with confidence.
The Centers for Disease Control and Prevention, Association of Schools and Programs of Public Health, and the Council on Linkages Between Academia and Public Health Practice have emphasized the increasing need to train the public health workforce in social marketing. With only 21 U.S. academic institutions offering course work in social marketing and only four institutions offering degrees in social marketing there is a gap between what academic institutions are offering and these recommendations (Kelly, 2013 ). The successful application of social marketing in public health practice relies on academic institutions creating and promoting social marketing-related programs.
Zheludev, Ilya; Smith, Robert; Aste, Tomaso
Social media analytics is showing promise for the prediction of financial markets. However, the true value of such data for trading is unclear due to a lack of consensus on which instruments can be predicted and how. Current approaches are based on the evaluation of message volumes and are typically assessed via retrospective (ex-post facto) evaluation of trading strategy returns. In this paper, we present instead a sentiment analysis methodology to quantify and statistically validate which assets could qualify for trading from social media analytics in an ex-ante configuration. We use sentiment analysis techniques and Information Theory measures to demonstrate that social media message sentiment can contain statistically-significant ex-ante information on the future prices of the S&P500 index and a limited set of stocks, in excess of what is achievable using solely message volumes.
Zheludev, Ilya; Smith, Robert; Aste, Tomaso
Social media analytics is showing promise for the prediction of financial markets. However, the true value of such data for trading is unclear due to a lack of consensus on which instruments can be predicted and how. Current approaches are based on the evaluation of message volumes and are typically assessed via retrospective (ex-post facto) evaluation of trading strategy returns. In this paper, we present instead a sentiment analysis methodology to quantify and statistically validate which assets could qualify for trading from social media analytics in an ex-ante configuration. We use sentiment analysis techniques and Information Theory measures to demonstrate that social media message sentiment can contain statistically-significant ex-ante information on the future prices of the S&P500 index and a limited set of stocks, in excess of what is achievable using solely message volumes. PMID:24572909
Zheludev, Ilya; Smith, Robert; Aste, Tomaso
Social media analytics is showing promise for the prediction of financial markets. However, the true value of such data for trading is unclear due to a lack of consensus on which instruments can be predicted and how. Current approaches are based on the evaluation of message volumes and are typically assessed via retrospective (ex-post facto) evaluation of trading strategy returns. In this paper, we present instead a sentiment analysis methodology to quantify and statistically validate which assets could qualify for trading from social media analytics in an ex-ante configuration. We use sentiment analysis techniques and Information Theory measures to demonstrate that social media message sentiment can contain statistically-significant ex-ante information on the future prices of the S&P500 index and a limited set of stocks, in excess of what is achievable using solely message volumes.
Inoue, Jun-Ichi; Chen, He
We discuss social inequalities in labor markets for university graduates in Japan by using the Gini and k-indices . Feature vectors which specify the abilities of candidates (students) are built-into the probabilistic labor market model. Here we systematically examine what kind of selection processes (strategies) by companies according to the weighted feature vector of each candidate could induce what type of inequalities in the number of informal acceptances leading to a large mismatch between students and companies. This work was financially supported by Grant-in-Aid for Scientific Research (C) of Japan Society for the Promotion of Science (JSPS) No. 2533027803 and Grant-in-Aid for Scientific Research on Innovative Area No. 2512001313.
Social marketing uses commercial marketing techniques to change behaviors that benefit individuals or society in general. Unlike conventional marketing, which seeks to sell products or services, social marketing aims to promote voluntary behavior change. Some examples of behaviors that have changed due to social marketing are: using seat belts, wearing bike helmets, child immunizations, and smoking cessation. Although good social marketing campaigns use the same techniques as that of commercial marketers, by letting the customer be the guide for all major decisions, it is not primarily advertising and is not about top-down planning and decisions. Instead, it is about having a consumer orientation, which means understanding the target audience very well. An effective social marketer must be committed to ongoing communication with the audience in order to create programs, products, or practice that enable them to make the changes desired.
This study was undertaken at the request of the General Accounting Office (GAO). Its purpose is to evaluate the impacts on U.S. energy markets and the economy of reducing oil imports. The approach and assumptions underlying this report were specified by GAO and are attached as an Appendix. The study focuses on two approaches: (1) a set of cases with alternative world crude oil price trajectories and (2) two cases which investigate the use of an oil import tariff to achieve a target reduction in the oil imports. The analysis presented uses the National Energy Modeling System, which is maintained by the Office of Integrated Analysis and Forecasting within the Energy Information Administration (EIA), and the DRI/McGraw Hill Macroeconomic Model of the U.S. Economy, a proprietary model maintained by DRI and subscribed to by EIA.
Any decision process requires information about the past and present state of the system, but in an economy acquiring data and processing it is an expensive and time-consuming task. Therefore, the state of the system is often measured over some legal interval, analysed after the end of well defined time periods and the results announced much later before any strategic decision is envisaged. The various time delay roles have to be crucially examined. Here, a model of stock market coupled with an economy is investigated to emphasise the role of the time delay span on the information flow. It is shown that the larger the time delay the more important the collective behaviour of agents since one observes time oscillations in the absolute log-return autocorrelations.
Scott, Janelle; Holme, Jennifer Jellison
The authors situate the emergence and effects of contemporary market-based reforms within a framework of urban political economy that centers on racial inequality. They discuss how and why market-based reforms have evolved alongside racialized political and economic trends that have transformed cities over the past century, and they critically…
De La Macorra, L
The success in social marketing of the PROFAM brand of subsidized contraceptives, by a nonprofit private institution that supports the Mexican government program, is related here. PROFAM began in 1978, when half of contraceptives were purchased commercially from drugstores: they were neither economical, consistently distributed, nor advertised. Comprehensive market research revealed that a great demand existed. It generated information for choice of items to market, package design, and instructions. In 1979, pills, condoms, foam, cream and vaginal suppositories, all locally produced were distributed. A serious problem initially was the impropriety of using the word "contraceptive" in the media. The first phase of advertising targeted newspapers. After 3 months, 40% of Mexico's drugstores carried PROFAM. The second phase of advertising, in radio, magazines and newspapers, approached consumers with information tailored to the specific socioeconomic group involved. The third phase, geared to rural areas and general stores, concentrates on advantages of each method. Other aggressive aspects of the campaign include house to house sampling and a mail-in question and answer service. Evidence of success in broadcasting the PROFAM message is the frequent reference to PROFAM in jokes in the media and even in graffiti. The government's goal is to reduce the growth rate form 2.9 percent annually to 1 percent by 2000.
Social marketing campaigns employ general marketing strategies to deal with social issues and affect behavioral change. These issues include environmental dilemmas, community health problems, and social development. Noting that educational issues are not often addressed, a meeting was convened by the Harvard Family Research Project (HFRP) to…
Muñoz, Caroline Lego; Wood, Natalie T.
The purpose of this research is to examine how the topic of social media has been integrated and executed within academic institutions and marketing courses. An exploratory survey of marketing educators that taught social media in their course(s) was undertaken. The survey addressed how social media was embedded within an institute's curriculum,…
Stoner, M R
The author reviews the growth and development of social marketing practice as a social work strategy and describes how the different categories of marketing correspond to administrative, planning, and community organization practice. She illustrates the similarity between the social planning process and the market planning process in an effort to demonstrate that social marketing is a useful addition to decision making and planning in social service agencies. Social marketing theory, diffusion theory, and exchange theory provide the theoretical frameworks for the argument developed. Drawing upon these theories, the paper draws attention to the fact that marketing is rapidly gaining acceptance as a viable strategy in macro practice designed to attract and retain consumers of services, develop resources, and inform service providers and practitioners of practice issues and innovations.
Vande Zande, Robin
Although goals change and reflect the issues of the time, two primary goals of education in a democracy have remained constant over time. The first goal is to educate for vocational competence and the second is to produce caring, intelligent, and wise citizens. Articulating the connection of design education concepts to the economy and social…
Xi, Ning; Ormerod, Paul; Wang, Yougui
In the market economies, sustained output growth is always accompanied by persistent fluctuations. Whether the fluctuations are caused by external shocks or deterministic forces has been a controversial issue in economics, with the dominant mainstream paradigm favouring the former. Here we examine the hypothesis that an important determinant of periods and sizes of expansion and recession is the constructive and destructive effects of innovations and the consequent chain reactions. We show that an evolutionary two-dimensional Bak-Sneppen model is able to generate results which are very similar to the empirical fluctuations which we observe in GDP dynamics of OECD countries. The finding provides a different framework for understanding aggregate market dynamics from that of conventional economic theory.
Power, Thomas Michael
The Northwest Forest Plan in the Pacific Northwest sought to stabilize local economies, including local employment and income, by stabilizing the flow of wood fiber from public forests. This is also a common forest management objective in other regions and countries. Because this economic strategy ignores basic market adjustments, it is likely to fail and to unnecessarily damage forest ecosystems. Application of basic economic principles on how markets operate significantly changes the apparent efficacy of efforts to manage local economies by managing timber supply. The emphasis on timber supply tends to ignore the dominant role that the demand for wood fiber and wood products, rather than wood-fiber supply, plays in determining levels of harvest and production. Contemporary economics indicates that markets tend to operate to offset reductions in wood-fiber supply. This significantly moderates the economic cost of reducing commercial timber harvest in the pursuit of environmental objectives. In addition, contemporary economic analysis indicates that the economic links between natural forests and local communities are much broader than simply the flow of commercially valuable logs to manufacturing facilities. At least in the United States, the flow of environmental services from natural forests has increasingly become an amenity that has drawn people and economic activity to forested areas. Attractive site-specific qualities, including those supported by natural forests, can potentially support local economic development even in the face of reduced timber harvests. These market-related adjustments partially explain the Northwest Forest Plan's overestimation of the expected regional impacts associated with reduced federal timber supply and the ineffectiveness of the plan's efforts to protect communities by stabilizing federal timber supply
Social marketing has a proven role in marketing and many manufacturing establishments/ organizations have been marketing their products incorporating social marketing research. Social marketing has its root in the ground fact that the perceptions and expectations of the consumers are important in influencing buying behaviour. The principles of social marketing, therefore, have been extensively utilized in the areas of consumer products. These are also used in several other fields for modifying behaviours such as civil administration, public establishments etc. In health sector social marketing has not found appropriate application whereas it could be utilized in an effective way for creating awareness, formulating health related policies, their implementation and for preventing a variety of illnesses/abnormal behaviours etc. With this background knowledge about social marketing, the author hypothesized that abnormal behaviours could be modified, health education packages could be developed to make more acceptable and effective and desired behaviours could be induced if perceptions and expectations of the community (consumers) are known a prioriori and their expectations are incorporated in programmes and policies. Thus, the author utilizing the concepts of social marketing for understanding community′s perceptions and expectations regarding issues of health, and for incorporating the same in health related programmes and policies, introduced this research concept in medical field in this country. The important findings of three research projects based on the concepts of social marketing research and their implications have been discussed. PMID:21494494
Visions of 21st century's information systems show highly specialized digital services and resources, interacting continuously and with a global reach. For a broad adoption of this vision in a commercial context it is crucial to have a mechanism in place to guarantee quality of service and to decentrally coordinate the involved resources. Current service infrastructures try to tackle these problems by applying socioeconomic mechanisms such as electronic negotiations and service level agreements. Such technologies allow for the implementation of electronic service markets in analogy to real-world markets for everyday goods. However, economic theory claims that different market situations and negotiated products (i.e. SLAs) demand different negotiation protocols in order to reach the highest-possible overall efficiency of the system. Thus we argue that next generation service infrastructures will be based on a global service economy where several different service markets and thus protocols are present at any given point in time. In this paper we present a novel approach for such an infrastructure, based on structured protocol descriptions and software-agent technology.
China and the Former Soviet Union have both undergone substantial political and economic change in recent years as they began the transition from planned to more liberal market economies. The approaches to market liberalization in Russia (privatization in the minimum time) and China (gradual liberalization of prices and slow withdrawal of agricultural subsidies) were quite different. This paper examines some of the health implications associated with these changes, particularly in relation to the increasing burden of diet-related chronic diseases. The changing patterns of tobacco and alcohol use, increase in sedentary lifestyles and increased consumption of non-traditional, energy-dense processed foods, high in salt, fat and sugar are examined, as are the strategies used by foreign direct investors in these emerging markets to ensure market penetration, to gain a fuller understanding of how children and adults' choices of food are being influenced as a result of these socioeconomic changes. Some of the threats and opportunities facing Chinese and foreign food producers in these new conditions are assessed. It is suggested that to ensure successful prevention of future diet-related chronic diseases in such rapidly changing conditions, there needs to be a move beyond reliance solely on health education programmes and individual or local community-based interventions. A series of strategies involving multiple stakeholders should be considered as options for intervention.
Myers, John P.; Stocks, Jessica L.
In this research study, we undertook a content analysis of thirteen economics and business textbooks, which were examined for their coverage of the social economy, which encompasses a range of nonprofit and social enterprise organizations that put "people before profits." The goal was to understand the ways that these textbooks represent official…
Marshall, Robert J; Bryant, Carol; Keller, Heidi; Fridinger, Frederick
Social marketing provides a powerful process for planning and implementing public health programs. Although often applied to the promotion of healthier lifestyles, social marketing can also be used to promote utilization of direct services or policy changes. Despite growing popularity among public health professionals, resistance by senior management, community advocates, policy makers, and others can create barriers to the use of the social marketing model. This article draws on the authors' observations, practice experiences, extensive training interactions, and qualitative studies with public health practitioners across the nation. It examines some of the key reasons that public health practitioners encounter resistance to using social marketing and discusses how a logic model can be used to market social marketing in organizations and communities.
Shkurkin, Anatoly; Lutsenko, Ekaterina; Bazhenova, Natalia; Bazhenov, Ruslan; Bogachenko, Natalia
The main goal of this work is to reveal social filters in the system of assessing the higher education services market. On the basis of the institutional interpretation of market relations, mechanisms and features of asymmetries formation in the educational services market are investigated. The role of the institutional environment ensuring…
Sornette, Didier; Zhou, Wei-Xing
Previous analyses of a large ensemble of stock markets have demonstrated that a log-periodic power law (LPPL) behavior of the prices constitutes a qualifying signature of speculative bubbles that often land with a crash. We detect such a LPPL signature in the foreign capital inflow during the bubble on the US markets culminating in March 2000. We detect a weak synchronization and lag with the NASDAQ LPPL pattern. We propose to rationalize these observations by the existence of positive feedback loops between market-appreciation/increased-spending/increased-deficit-of-balance-of-payment/larger-foreign-surplus/increased-foreign-capital-inflows and so on. Our analysis suggests that foreign capital inflow has been following rather than causing the bubble. We then combine a macroeconomic analysis of feedback processes occurring between the economy and the stock market with a technical analysis of more than 200 years of the DJIA to investigate possible scenarios for the future, three years after the end of the bubble and deep into a bearish regime. We conclude that the low interest rates and depreciating dollar are the indispensable ingredients for a lower sustainable burden of the global US debt structure and for allowing the slow rebuilding of an internationally competitive economy. This will probably be accompanied by a weak stock market on the medium term as the growing Federal deficit is consuming a large part of the foreign surplus dollars and the stock market is remaining a very risky and unattractive investment. Notwithstanding strong surge of liquidity in recent months orchestrated by the Federal Reserve, this macroeconomic analysis which incorporates an element of collective behavior is in line with our recent analyses of the bearish market that started in 2000 in terms of a LPPL “anti-bubble”. We project this LPPL anti-bubble to continue at least for another year. On the short term, increased availability of liquidity (M1) and self-fulfilling bullish
Veeck, Ann; Hoger, Beth
Knowledge of how to effectively monitor social media is an increasingly valued marketing research skill. This study tests an approach for adding social media content to an undergraduate marketing research class team project. The revised project maintains the expected objectives and parameters of a traditional research project, while integrating…
Smith, W A
This paper reviews the applicability of commercial and social marketing to teen driving safety. It draws on a wide range of information, including evaluation studies of specific programs as well as standards of practice within these two professions. Social marketing has been widely applied for more than three decades in the fields of public health, environmental protection, and political marketing with significant success. The paper attempts to distinguish between the practice of commercial marketing, whose goal is profit, and the practice of social marketing, whose goal is societal benefit. Issues of sustainability, segmentation, differences in behavioral characteristics, and cultural competence are discussed with specific examples drawn from the transportation safety literature. The paper suggests that social marketing represents a viable companion to control and education approaches to behavior change to promote teen driving safety. PMID:16788110
Smith, W A
This paper reviews the applicability of commercial and social marketing to teen driving safety. It draws on a wide range of information, including evaluation studies of specific programs as well as standards of practice within these two professions. Social marketing has been widely applied for more than three decades in the fields of public health, environmental protection, and political marketing with significant success. The paper attempts to distinguish between the practice of commercial marketing, whose goal is profit, and the practice of social marketing, whose goal is societal benefit. Issues of sustainability, segmentation, differences in behavioral characteristics, and cultural competence are discussed with specific examples drawn from the transportation safety literature. The paper suggests that social marketing represents a viable companion to control and education approaches to behavior change to promote teen driving safety.
Gibson, David R; Zhang, Guili; Cassady, Diana; Pappas, Les; Mitchell, Joyce; Kegeles, Susan M
Social marketing involves applying marketing principles to promote social goods. In the context of health behavior, it has been used successfully to reduce alcohol-related car crashes, smoking among youths, and malaria transmission, among other goals. Features of social marketing, such as audience segmentation and repeated exposure to prevention messages, distinguish it from traditional health promotion programs. A recent review found 8 of 10 rigorously evaluated social marketing interventions responsible for changes in HIV-related behavior or behavioral intentions. We studied 479 injection drug users to evaluate a community-based social marketing campaign to reduce injection risk behavior among drug users in Sacramento, California. Injecting drugs is associated with HIV infection in more than 130 countries worldwide.
Sheau-Ting, Low; Mohammed, Abdul Hakim; Weng-Wai, Choong
This study attempts to identify the optimum social marketing mix for marketing energy conservation behaviour to students in Malaysian universities. A total of 2000 students from 5 major Malaysian universities were invited to provide their preferred social marketing mix. A choice-based conjoint analysis identified a mix of five social marketing attributes to promote energy conservation behaviour; the mix is comprised of the attributes of Product, Price, Place, Promotion, and Post-purchase Maintenance. Each attribute of the mix is associated with a list of strategies. The Product and Post-purchase Maintenance attributes were identified by students as the highest priority attributes in the social marketing mix for energy conservation behaviour marketing, with shares of 27.12% and 27.02%, respectively. The least preferred attribute in the mix is Promotion, with a share of 11.59%. This study proposes an optimal social marketing mix to university management when making decisions about marketing energy conservation behaviour to students, who are the primary energy consumers in the campus. Additionally, this study will assist university management to efficiently allocate scarce resources in fulfilling its social responsibility and to overcome marketing shortcomings by selecting the right marketing mix.
Although health care in Japan is under the management of an obligatory insurance system, it is within the framework of a capitalist economy, and has helped achieve longevity during the post-war period. However, average lifetime has been improving in western European and Asian countries that have developed later. It has also been said that higher longevity is not necessarily due only to health care but also to the enhancement of environmental health achieved by economic improvements. On the other hand, the so-called 'development' led by capitalism and the market economy, and the luxuries that sometimes can be construed as uncultured, have caused unnecessary environmental destruction and disparities in wealth. Is it too cynical to think that the extended lifespan of the advanced countries has been achieved at the expense of the epidemics, refugee problems and wars which have resulted in a reduced lifespan in developing countries? It is said that capitalism is an economic ideology that includes many contradictions and is following a path of destruction. In addition, under the name of globalization, capitalism has continuously and rapidly caused vicious cycles of corruption, which are features commonly seen in today's world. It is still common that financial failures and threats are indirectly solved by initiating wars--a method completely inimical to health care. Along with environmental factors and the logic of this market doctrine, we have been trying to reform our financially-collapsed health care system. However, we cannot count on the 'durability' of any reform conducted without some awareness of our economic mistakes. It is often said that it is only because of the existence of the economy that we have health care. However, it is more realistic to say that stable health care and social security lead to a stable economy. Health care did not collapse. It was the market economy upon which health care depended that collapsed. Therefore, one must not consider that
Thackeray, Rosemary; Neiger, Brad L; Hanson, Carl L
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.
Atwong, Catherine T.
To prepare students for the rapidly evolving field of digital marketing, which requires more and more technical skills every year, a social media practicum creates a learning environment in which students can apply marketing principles and become ready for collaborative work in social media marketing and analytics. Using student newspapers as…
Thackeray, Rosemary; Neiger, Brad L; Keller, Heidi
Social media is a group of Internet-based applications that allows individuals to create, collaborate, and share content with one another. Practitioners can realize social media's untapped potential by incorporating it as part of the larger social marketing strategy, beyond promotion. Social media, if used correctly, may help organizations increase their capacity for putting the consumer at the center of the social marketing process. The purpose of this article is to provide a template for strategic thinking to successfully include social media as part of the social marketing strategy by using a four-step process.
Abeliuk, Andrés; Berbeglia, Gerardo; Cebrian, Manuel; Van Hentenryck, Pascal
Social influence has been shown to create significant unpredictability in cultural markets, providing one potential explanation why experts routinely fail at predicting commercial success of cultural products. As a result, social influence is often presented in a negative light. Here, we show the benefits of social influence for cultural markets. We present a policy that uses product quality, appeal, position bias and social influence to maximize expected profits in the market. Our computational experiments show that our profit-maximizing policy leverages social influence to produce significant performance benefits for the market, while our theoretical analysis proves that our policy outperforms in expectation any policy not displaying social signals. Our results contrast with earlier work which focused on showing the unpredictability and inequalities created by social influence. Not only do we show for the first time that, under our policy, dynamically showing consumers positive social signals increases the expected profit of the seller in cultural markets. We also show that, in reasonable settings, our profit-maximizing policy does not introduce significant unpredictability and identifies "blockbusters". Overall, these results shed new light on the nature of social influence and how it can be leveraged for the benefits of the market.
Abeliuk, Andrés; Berbeglia, Gerardo; Cebrian, Manuel; Van Hentenryck, Pascal
Social influence has been shown to create significant unpredictability in cultural markets, providing one potential explanation why experts routinely fail at predicting commercial success of cultural products. As a result, social influence is often presented in a negative light. Here, we show the benefits of social influence for cultural markets. We present a policy that uses product quality, appeal, position bias and social influence to maximize expected profits in the market. Our computational experiments show that our profit-maximizing policy leverages social influence to produce significant performance benefits for the market, while our theoretical analysis proves that our policy outperforms in expectation any policy not displaying social signals. Our results contrast with earlier work which focused on showing the unpredictability and inequalities created by social influence. Not only do we show for the first time that, under our policy, dynamically showing consumers positive social signals increases the expected profit of the seller in cultural markets. We also show that, in reasonable settings, our profit-maximizing policy does not introduce significant unpredictability and identifies “blockbusters”. Overall, these results shed new light on the nature of social influence and how it can be leveraged for the benefits of the market. PMID:25831093
Many medical practices are facing the lack of practice growth that their social media efforts are generating. This article provides concrete ideas that can be put in place by any medical practice to realize sustainable practice growth through social media marketing. In the article, the author demonstrates that social media marketing of the medical practice has become absolutely essential in today's evolving, competitive, and fast-paced environment. This demonstration is made through an exploration of the evolution of what "good" marketing has looked like for medical practices over time. In addition, attention is paid to the shift in the definition of good marketing that is required for the practice that is preparing a social media-marketing plan. Specifically, the article investigates the proven requirements for a balanced blend of unique and engaging promotional and nonpromotional community outreach, which is required on a daily basis to achieve the significant, lasting, and sustainable growth that the practice wishes to achieve.
This essay explores how the concept of social marketing can be employed to change attitudes towards leprosy. Firstly, the concept of social marketing is discussed, then the attitudes that people have about leprosy, the stigma that people with leprosy and their families may face, and the detrimental effects that this can have on their lives. The effect of knowledge and education on attitudes towards leprosy is discussed, as this can be a key component of social marketing campaigns. Various methods of social marketing used to change attitudes and reduce stigma are examined, such as mass media campaigns, school based education, methods which involve community leaders, and the integration and improvement of leprosy services. Principles of social marketing which can lead to the success of campaigns such as incorporating local beliefs are emphasized. The success of the social marketing campaign in Sri Lanka is described, which aimed to remove the fear of leprosy, and to encourage patients to seek and comply with treatment. Finally, it is argued that social marketing, used correctly, can be highly effective at changing community attitudes towards leprosy, reducing stigma and improving the lives of patients, who become able to seek treatment sooner as they lose their fear of stigmatization.
Stivers, Bonnie P.; Veliyath, Raj; Joyce, Teresa; Adams, Janet S.
This exploratory study conducted in the People's Republic of China sought to determine the managerial knowledge, skills, and abilities (KSAs) that are perceived as important for the Chinese market economy. Questionnaire responses were collected from 145 business students in 2001 (before China's WTO entry) and 141 business students in 2006 (after…
Yang, Y Tony; Chen, Brian
Social media marketing is the next frontier for direct-to-consumer advertising of pharmaceutical products, but represents an unchartered territory for regulatory action. With explosive growth in the use of social media, along with pharmaceutical companies' increasing adeptness at taking advantage of opportunities for social media marketing, the Food and Drug Administration (FDA) faces an urgent need to develop its own capacities to monitor and engage with social media marketing. In response to potential FDA action, pharmaceutical companies' marketing, regulatory compliance and legal staffs must work closely to design initiatives that are sensitive to FDA concerns. This article will address the current status of FDA regulations on social media advertising, their historical origins, challenges to implementation, and their likely future direction.
Social marketing involves the application of commercial marketing principles to advance the public good. Social marketing calls for much more than health communications campaigns. It involves four interrelated tasks: audience benefit, target behavior, essence (brand, relevance, positioning), and developing the "4Ps" (product, price, place, promotion) marketing mix. The ongoing U.S. Department of Agriculture "Loving Support Makes Breastfeeding Work" campaign was launched in 1997 based on social marketing principles to increase breastfeeding initiation rates and breastfeeding duration among Special Supplemental Nutrition Program for Women, Infants and Children (WIC) participants. Since then there have been improvements in breastfeeding duration in the country, and the majority of WIC women now initiate breastfeeding. Breastfeeding in public places is still not well accepted by society at large, and any and exclusive breastfeeding durations remain exceedingly low. Lessons learned from "Loving Support" and other campaigns indicate that it is important to design social marketing campaigns to target the influential societal forces (e.g., family and friends, healthcare providers, employers, formula industry, legislators) that affect women's decision and ability to breastfeed for the recommended amount of time. This will require formative research that applies the social-ecological model to different population segments, taking and identifying the right incentives to nudge more women to breastfeed for longer. Any new breastfeeding campaign needs to understand and take into account the information acquisition preferences of the target audiences. The vast majority of WIC women have mobile devices and are accessing social media. The Brazilian experience indicates that making breastfeeding the social norm can be done with a solid social marketing strategy. This is consistent with the recently released "Six Steps to Achieve Breastfeeding Goals for WIC Clinics," which identifies
Levy, B.S.; Levenstein, C.
The report focuses on material presented at the Third Annual Symposium. The topics considered at this conference included policies and programs in Poland, in other countries in Europe, and in the United States; market economies and democratic political systems including reports on market forces and environmental health, and public participation, democracy in action; methods and applications; studies of environmental contamination and health; and studies of social factors and health. Based on the information given at the conference, the general conclusions were that there is a need to establish new working relationships and strengthen existing ones, to develop and provide educational and informational programs and materials, to find ways to balance environmental protection and economic development, to strengthen democratic institutions and processes, and to undertake new policy initiatives.
Loss, J; Nagel, E
SOCIAL MARKETING - SEDUCTION WITH THE AIM OF HEALTHY BEHAVIOR? Social marketing is the use of marketing principles to design and implement programs that promote socially beneficial behaviour change. Contrary to the marketing of consumption goods, social marketing does not deal with material products, but with behaviour, e. g. not smoking. This 'product' has a basic benefit (i. e. reduction of health risks in the long run), which is, however, difficult to convey. Therefore, the intended change in behaviour has to be related to a further reward which consists of symbolic goods, e. g. social appreciation or a better body feeling. The communication policy is essential for information on and motivation for the preventive issue. Social marketing campaigns whose development and management follow the principles of classical marketing can render preventive efforts more effective. In addition, social marketing can lead to a better quality management as compared to conventional preventive activities. These advantages can be explained by a) tailoring the campaign more specifically to the target group's needs and motives, b) presenting health risks more convincingly, and c) continuously analysing and evaluating the campaign and its effects. On the other hand, the marketing of preventive aims through mass media can bear several risks, as exemplified by different national and international public health campaigns. The necessity to communicate briefly and succinctly can lead to misleading simplifications and, in case of cancer screening, to the trivialization of a behaviour's consequences and adverse effects. Also, many campaigns do not intend to educate and inform, but try to persuade target persons of a certain behaviour, using emotions such as fear. This has led to social marketing being criticized as manipulation. Sometimes, social marketing campaigns cause stigma and discrimination of certain population subgroups, e. g. obese or HIV-positive people. Health promoters who plan
Wong, Mee Lian
The implementation of multidrug therapy (MDT) has been highly effective in curing patients and reducing leprosy prevalence. In some countries, however, a significant number of cases remain undetected or are detected late. Although compliance with drug therapy is generally good, a significant proportion still defaults treatment in countries where the leprosy burden is still high. This paper proposes that leprosy control or elimination efforts might be enhanced by the application of social marketing principles. It first outlines the principles of social marketing and then reviews a successful social marketing campaign in Sri Lanka to increase case detection and treatment. The paper concludes with a discussion of the opportunities for using social marketing principles to enhance the success of current leprosy community heath education programmes and leprosy treatment services.
Evans, W. Douglas
Media-related commercial marketing aimed at promoting the purchase of products and services by children, and by adults for children, is ubiquitous and has been associated with negative health consequences such as poor nutrition and physical inactivity. But, as Douglas Evans points out, not all marketing in the electronic media is confined to the…
Colquitt, Gavin; Alfonso, Moya L.; Walker, Ashley
Physical education teachers can champion their profession through marketing the importance of physical activity to children and families in the communities they serve. Social marketing, a consumer-based approach to behavior change, is an excellent choice for physical education teachers who want to "sell" physical activity to their…
Torres-Olave, Blanca M.
The present study examined the extent to which the U.S. STEM labor market is stratified in terms of quality of employment. Through a series of cluster analyses and Chi-square tests on data drawn from the 2008 Survey of Income Program Participation (SIPP), the study found evidence of segmentation in the highly-skilled STEM and non-STEM samples, which included workers with a subbaccalaureate diploma or above. The cluster analyses show a pattern consistent with Labor Market Segmentation theory: Higher wages are associated with other primary employment characteristics, including health insurance and pension benefits, as well as full-time employment. In turn, lower wages showed a tendency to cluster with secondary employment characteristics, such as part-time employment, multiple employment, and restricted access to health insurance and pension benefits. The findings also suggest that women have a higher likelihood of being employed in STEM jobs with secondary characteristics. The findings reveal a far more variegated employment landscape than is usually presented in national reports of the STEM workforce. There is evidence that, while STEM employment may be more resilient than non-STEM employment to labor restructuring trends in the new economy, the former is far from immune to secondary labor characteristics. There is a need for ongoing dialogue between STEM education (at all levels), employers, policymakers, and other stakeholders to truly understand not only the barriers to equity in employment relations, but also the mechanisms that create and maintain segmentation and how they may impact women, underrepresented minorities, and the foreign-born.
Lee, Ronald D.; Lee, Sang-Hyop
Upward intergenerational flows – from the working ages to old age – are increasing substantially in the advanced industrialized countries and are much larger than in developing countries. Population aging is the most important factor leading to this change. Thus, in the absence of a major demographic shift, e.g., a return to high fertility, an increase in upward flows is inevitable. Even so, three other important factors will influence the magnitudes of upward flows. First, labor income varies at older ages due to differences in average age at retirement, productivity, unemployment, and hours worked. Second, the age patterns of consumption at older ages vary primarily due to differences in spending on health. Third, spending on human capital, i.e., spending child health and education, varies. Human capital spending competes with spending on the elderly, but it also increases the productivity of subsequent generations of workers and the resources available to support consumption in old age. All contemporary societies rely on a variety of institutions and economic mechanisms to shift economic resources from the working ages to the dependent ages – the young and the old. Three institutions dominate intergenerational flows: governments which implement social security, education, and other public transfer programs; markets which are key to the accumulation of assets, e.g., funded pensions and housing; and families which provide economic support to children in all societies and to the elderly in many. The objectives of this paper are, first, to describe how population aging and other changes influence the direction and magnitude of intergenerational flows; and, second, to contrast the institutional approaches to intergenerational flows as they are practiced around the world. The paper relies extensively on National Transfer Accounts, a system for measuring economic flows across age in a manner consistent with the UN System of National Accounts. These accounts are
Black, T R; Farley, J U
Because of the restricted nature of clinic systems, commercial channels and social marketing techniques are now being mobilized for family planning purposes. Market research is fundamental to the success of such programs. In addition to normal survey procedures and the limitations of analysis merely in terms of pairwise relationships, systems models are applied to the survey findings of a Kenya contraceptive social marketing experiment in order to gain insights into the enogenous and exogenous variables relating to consumer behavior using bivariate techniques. The results of such analysis on the survey findings are presented. The conclusion is drawn that model building methodologies as described for evaluating contraceptive social marketing programs do not present any significant difficulties and that it is a practical and useful technique that provides useful insights into the dynamics of adoption of socially desirable products such as contraceptives.
Schlee, Regina Pefanis; Curren, Mary T.; Harich, Katrin R.
This study examines the implications of the increased popularity of social enterprise programs and social venture competitions for the marketing curriculum. Social enterprise programs and competitions are often offered outside the school of business and target students from a variety of academic backgrounds. Although social enterprises use…
Husain, Sara; Shaikh, Babar T
Over the last two decades HIV/AIDS has evolved from a series of interesting case-reports to a growing epidemic that threatens the entire world. It is feared to cause devastation among large pockets of populations and may roll back more than thirty years of public health achievements. This killer disease has been more amenable to behavioral change than by provision of curative services and attempts are being made to educate the public about this threat. Various techniques of promotion have been tried through out the world including television dramas/soaps, mass media and school curricula. Social marketing is an evolving strategy used to influence human behavior and choices. By using the principles of marketing and promoting behavior as a product, social marketers attempt to understand the dynamics of human behaviour and devise messages and products to change, modify, accept or reject unsafe behaviors or practices. Thus, social marketers provide an effective force to combat the spread of HIV and may serve to be invaluable allies in health promotion efforts. In a complex and diversified cultural milieu of Pakistan, social marketing can have a significant impact on health determinants and the conditions that will facilitate the adoption of health-oriented behaviors and practices. This paper gives an account of the elements needed for the success of a health promotion strategy adopted in a developing country and makes a case for social marketing to be adopted as the lead strategy for stalling HIV/AIDS in Pakistan.
Luca, Nadina Raluca; Suggs, L Suzanne
The existing literature suggests that theories and models can serve as valuable frameworks for the design and evaluation of health interventions. However, evidence on the use of theories and models in social marketing interventions is sparse. The purpose of this systematic review is to identify to what extent papers about social marketing health interventions report using theory, which theories are most commonly used, and how theory was used. A systematic search was conducted for articles that reported social marketing interventions for the prevention or management of cancer, diabetes, heart disease, HIV, STDs, and tobacco use, and behaviors related to reproductive health, physical activity, nutrition, and smoking cessation. Articles were published in English, after 1990, reported an evaluation, and met the 6 social marketing benchmarks criteria (behavior change, consumer research, segmentation and targeting, exchange, competition and marketing mix). Twenty-four articles, describing 17 interventions, met the inclusion criteria. Of these 17 interventions, 8 reported using theory and 7 stated how it was used. The transtheoretical model/stages of change was used more often than other theories. Findings highlight an ongoing lack of use or underreporting of the use of theory in social marketing campaigns and reinforce the call to action for applying and reporting theory to guide and evaluate interventions.
Kendrick, Alice; Fullerton, Jami A.; Kim, Yeo Jung
Although advertising has played a key role in bringing corporate social responsibility (CSR) to the public agenda on behalf of agency clients, little effort has been made to define what social responsibility means in advertising. A national survey of 1,045 advertising and marketing communications students from 176 colleges and universities were…
Johnson, Susan L.; Bellows, Laura; Beckstrom, Leslie; Anderson, Jennifer
Objectives: To determine the effectiveness of a pilot social marketing program to increase preschoolers' willingness to try new foods. Methods: Four Head Start centers participated (2 experimental, 2 control) in a study using a quasi-experimental design. Experimental sites received a 12-week intervention developed using social marketing…
Gracia-Marco, Luis; Moreno, Luis A; Vicente-Rodríguez, Germán
Obesity, mainly childhood obesity, is a worldwide concern. Childhood obesity continues to adulthood, and it is associated with multiple noncommunicable diseases. One important aspect in the fight against obesity is prevention, the earlier, the better. Social marketing is a novel concept being increasingly used as an approach to address social problems and more and more included in the community-based interventions aiming to change unhealthy behaviors. Although there is limited evidence of its effectiveness, it seems that when conscientiously applied, social marketing principles may be useful to change behaviors and thus better health outcomes.
Mah, Manuel W; Deshpande, Sameer; Rothschild, Michael L
Changing health care worker behaviors is a core function of infection control programs. The social change technologies of education and institutional policy are limited in their capacity to achieve desired behaviors on a sustained basis because they do not address the importance of opportunity and ability in practice enhancement. Social marketing addresses the health care worker's lack of opportunity and ability by offering a bundle of benefits at low cost with high accessibility and by doing this better than the behavioral status quo. This article introduces some social marketing concepts and explicates them in the context of hand hygiene promotion.
Wharf Higgins, Joan
When prominent health issues are chronic, rooted in complex behaviors, and influenced by cognitive, behavioral, social, cultural, economical, and environmental variables, layered and coordinated interventions are needed. Finding solutions that are valid, reliable, and transferable represents a daunting task for researchers. We know that converting science into action is critical for advancing health, but we have failed to appropriately disseminate evidenced-informed research to practitioners. The purpose of this article is to suggest that a social marketing framework can be the compass down this road less traveled in academic research. An experience developing an evaluation toolkit is described as an example of applying social marketing strategies to knowledge translation.
Krumme, Coco; Cebrian, Manuel; Pickard, Galen; Pentland, Sandy
We revisit experimental data from an online cultural market in which 14,000 users interact to download songs, and develop a simple model that can explain seemingly complex outcomes. Our results suggest that individual behavior is characterized by a two-step process–the decision to sample and the decision to download a song. Contrary to conventional wisdom, social influence is material to the first step only. The model also identifies the role of placement in mediating social signals, and suggests that in this market with anonymous feedback cues, social influence serves an informational rather than normative role. PMID:22590493
Krumme, Coco; Cebrian, Manuel; Pickard, Galen; Pentland, Sandy
We revisit experimental data from an online cultural market in which 14,000 users interact to download songs, and develop a simple model that can explain seemingly complex outcomes. Our results suggest that individual behavior is characterized by a two-step process--the decision to sample and the decision to download a song. Contrary to conventional wisdom, social influence is material to the first step only. The model also identifies the role of placement in mediating social signals, and suggests that in this market with anonymous feedback cues, social influence serves an informational rather than normative role.
Social marketing of condoms in Zaire began in 1987 and sales rose to 8 million in 1990, a notable change from the previous situation where about half a million condoms were distributed by government health clinics only. Social marketing is the use of for-profit sales and marketing techniques for public health problem.s When the Zaire National AIDS Committee initiated social marketing of condoms, with the assistance of Population Services International, they had the experience of successful Asian programs of the 1970s, and the political sanction resulting from the AIDS threat to back them up. Efforts were made to find just the right product name, "Prudence," logo, package, color and slogan by consumer research. Prudence implies responsible behavior, capturing both the AIDS and STD prevention and the family planning markets. Consumers like the package and associate it with quality, since most condoms sold before in Zaire had no special packaging. Distribution outlets include 7000 retail shops, groceries, pharmacies, hotel, social clubs, 300 bars and even Congo River barges which sex workers frequent. The price was set close to that of a pack of gum for 3, or that of a bottle of beer for a dozen. Promotion is limited by a government ban of advertising in mass media, so point of purchase materials, special offers and promotional items are being used. Prudence condoms are now being marketed in Cameroon and Burundi.
Macfarlan, Shane J
Biological market forces shape patterns of cooperation typical of small-scale human societies that are organized by division of labor based on age and gender. Labor specialization promotes trade, while supply and demand affect the amount individuals exchange for commodities.
Dimeglio, Isabelle; Janmaat, Jan Germen; Mehaut, Philippe
The aim of this paper is to test the connections between the indicators used in the literature on social cohesion, which usually reflect "general" values or behaviours, and indicators specific to a particular space, namely the labour market. A key question is the stability of the social cohesion's indicators when moving from a societal…
Janssen, Marco A; Jager, Wander
Markets can show different types of dynamics, from quiet markets dominated by one or a few products, to markets with continual penetration of new and reintroduced products. In a previous article we explored the dynamics of markets from a psychological perspective using a multi-agent simulation model. The main results indicated that the behavioral rules dominating the artificial consumer's decision making determine the resulting market dynamics, such as fashions, lock-in, and unstable renewal. Results also show the importance of psychological variables like social networks, preferences, and the need for identity to explain the dynamics of markets. In this article we extend this work in two directions. First, we will focus on a more systematic investigation of the effects of different network structures. The previous article was based on Watts and Strogatz's approach, which describes the small-world and clustering characteristics in networks. More recent research demonstrated that many large networks display a scale-free power-law distribution for node connectivity. In terms of market dynamics this may imply that a small proportion of consumers may have an exceptional influence on the consumptive behavior of others (hubs, or early adapters). We show that market dynamics is a self-organized property depending on the interaction between the agents' decision-making process (heuristics), the product characteristics (degree of satisfaction of unit of consumption, visibility), and the structure of interactions between agents (size of network and hubs in a social network).
The effective us of marketing strategies by nonprofit organizations necessitates involvement in political activities, i.e., mobilizing power to influence others. Most nonprofit groups and marketing experts who work for nonprofit groups are not sufficiently aware of the value of using the tactics of politics to win support for their causes. The experiences of a voluntary group which used politics and power to develop a program aimed at assisting unemployed black youth were presented. The group wanted to establish a workshop to provide training for hard core unemployed youth. The group needed to raise funds to set up the workshop. The 1st step was to identify a target group of potential donors, and then to develop a strategy for selling their product, i.e., the worthiness of the workshop project. The group decided to direct its fund raising activities toward organizations in the community rather than individuals. The market was segmented, and the product was presented differently to differ groups. Initially, the voluntary group was powerless. Political tactics were subsequently used to legitimate the group and its product. A network of influencial sympathizers, primarily clergymen and politicians, was established. This network helped the group garner the support of the targeted donor organizations. The threat of sanctions was used to gain support for the project, but sanctions were applied with considerable care. For example, the support of local politicians was obtained partially by implicitly threatening them with the possibility of bad publicity if they failed to promote the project. Voluntary organizations are not immune to internal conflict and competition. In introducing a marketing perspective into a voluntary organization, internal politics must be taken into account. In the case presented here, the marketer had to decide who in the organization to align himself with and then develop strategies to increase his influence and the influence of his allies. In
Slaughter, Sheila; Rhoades, Gary
As colleges and universities become more entrepreneurial in a post-industrial economy, they focus on knowledge less as a public good than as a commodity to be capitalized on in profit-oriented activities. In "Academic Capitalism and the New Economy," higher education scholars Sheila Slaughter and Gary Rhoades detail the aggressive…
Russell, Cristel Antonia; Clapp, John D; Dejong, William
College students commonly believe their peers engage in higher levels of dangerous drinking than is actually the case. Social norms marketing campaigns attempt to correct these misperceptions, decrease the perceived normative pressure to drink, and thereby drive down high-risk alcohol consumption. In this case study, we critically examined "Done 4," an unsuccessful social norms marketing campaign conducted as part of a comprehensive prevention trial at a large urban university. As part of this analysis, undergraduate marketing students were shown the principal print advertisement used in the campaign and asked to complete an advertising analysis questionnaire. The results of this case study suggest that the advertisement was poorly constructed, which decreased its effectiveness and led to confusion about the social norms message. We discuss implications of these findings for future prevention campaigns and new research.
Thackeray, Rosemary; Neiger, Brad L
The landscape of sending and receiving information has changed dramatically in the past 25 years. The communication process is changing from being unidirectional to multidirectional as consumers are becoming active participants by creating, seeking, and sharing information using a variety of channels and devices. The purpose of this article is to describe how this shift in the communication process- where gatekeepers control the creation and content of information and consumers are less active recipients to one that reflects a multidirectional and more dynamic process with participative consumers-will affect the social marketing process. This shift in communication does not represent an option for social marketers so much as a necessity. As professionals respond to this evolving communication model, the practice of social marketing can remain vibrant as a relevant consumer-oriented approach to behavior change.
Bryant, Carol A; Mayer, Alyssa B; McDermott, Robert J; Panzera, Anthony D; Trainor, John K
Social marketing applies some of the same principles used in commercial marketing for the analysis, planning, execution, and evaluation of programs designed to motivate voluntary behavioral change. It relies on consumer research for understanding the people they hope to change, including their values, aspirations, fears, lifestyle, and factors that motivate and deter them from adopting desired behaviors. Social marketing has been applied in public health settings since the 1980s for promoting such behaviors as safer sex, hypertension and cholesterol control, reduced occurrence of alcohol-impaired driving, improved utilization of public health prevention and screening services, and enactment of better school nutrition policies in schools. Although most evidence for social marketing's utility comes from interventions directed at adult audiences, its application with adolescents may help to address issues that have been challenging or unresponsive to health behavior change specialists. This article describes the basic tenets of social marketing as a behavior change process, identifies its previously successful applications with adolescent audience segments, and offers both lessons learned and projected future applications that employ emerging communication technologies.
Advocates of social marketing in the 1970s rarely went beyond discussion of the marketing 4Ps (product, place, promotion, and price) and their application to case studies. After two decades of research on social marketing, some misunderstanding of the approach persists, and a substantial theoretical base for social marketing has not been…
Commercial partnerships in social marketing have grown increasingly important in the context of diminishing resources from international donors in developing countries. In 1997, the Futures Group International (Futures) negotiated an agreement with Pharmacia & Upjohn/Brazil to introduce Depo-Provera, a 3-month injectable contraceptive, at a social marketing price with strong consumer marketing support. The key to the collaboration was to demonstrate that making Depo-Provera accessible to low-income consumers was a viable marketing strategy. The author describes the process of designing, negotiating, and implementing the successful commercial partnership. Brazilian women stand to gain the most from the partnership between Futures and Pharmacia & Upjohn/Brazil, for in the absence of such a coordinated effort, Depo-Provera would be available to only upper-income, breast-feeding women whose only source of information on the method would be private physicians. The partnership will bring Depo-Provera to a broader segment of Brazil's women.
Sarvan, Darko; Stratimirović, Djordje; Blesić, Suzana; Miljković, Vladimir
In this paper we have analyzed scaling properties of time series of stock market indices (SMIs) of developing economies of Western Balkans, and have compared the results we have obtained with the results from more developed economies. We have used three different techniques of data analysis to obtain and verify our findings: detrended fluctuation analysis (DFA) method, detrended moving average (DMA) method, and wavelet transformation (WT) analysis. We have found scaling behavior in all SMI data sets that we have analyzed. The scaling of our SMI series changes from long-range correlated to slightly anti-correlated behavior with the change in growth or maturity of the economy the stock market is embedded in. We also report the presence of effects of potential periodic-like influences on the SMI data that we have analyzed. One such influence is visible in all our SMI series, and appears at a period Tp ≈ 90 days. We propose that the existence of various periodic-like influences on SMI data may partially explain the observed difference in types of correlated behavior of corresponding scaling functions.
Greene, D.L.; Leiby, P.N.
The partial monopolization of the world oil market by the OPEC cartel has produced significant economic costs to the economies of the world. This paper reports estimates of the costs of monopolization of oil to the US over the period 1972--1991. Two fundamental assumptions of the analysis are, (1) that OPEC has acted as a monopoly, albeit with limited control, knowledge, and ability to act and, (2) that the US and other consuming nations could, through collective (social) action affect the cartel's ability to act as a monopoly. We measure total costs by comparing actual costs for the 1972--1991 period to a hypothetical more competitive'' world oil market scenario. By measuring past costs we avoid the enormous uncertainties about the future course of the world oil market and leave to the reader's judgment the issue of how much the future will be like the past. We note that total cost numbers cannot be used to determine the value of reducing US oil use by one barrel. They are useful for describing the overall size of the petroleum problem and are one important factor in deciding how much effort should be devoted to solving it. Monopoly pricing of oil transfers wealth from US oil consumers to foreign oil producers and, by increasing theeconomic scarcity of oil, reduces the economy's potential to produce. The actions of the OPEC cartel have also produced oil price shocks, both upward and downward, that generate additional costs because of the economy's inherent inability to adjust quickly to a large change in energy prices. Estimated total costs to the United States from these three sources for the 1972--1991 period are put at $4.1 trillion in 1990$($1.2 T wealth transfer, $0.8 T macroeconomic adjustment costs, $2.1 T potential GNP losses). The cost of the US's primary oil supply contingency program is small ($10 B) by comparison.
Barnes, J R
An article focuses on the influence of social marketing, particularly of condoms and efforts to fight the HIV/AIDS epidemic. Condom sales have increased, especially in Africa. These sales are a good reflection of condoms purchased and used. Concerning the prevention of HIV/AIDS, availability of condoms is the most significant achievement of condom social marketing programs; however, HIV/AIDS prevalence has not declined. The marketing of condoms has been observed to be insufficient compared to the theoretical demand for condoms. All social marketing programs should be focused on marketing and communications, expressing messages that promote safer sexual behavior. Products and services aimed at safe sexual activity are being searched as tools in the fight against AIDS. In Uganda for instance, a kit called "Clear Seven" includes a large dose of pyprofloxin, a seven-day course of doxycycline, seven condoms and partner referral cards. The Population Services International is doing voluntary counseling and testing in Zimbabwe to prevent HIV transmission and contribute to destigmatizing people living with AIDS. It is too soon to assess the effectiveness of the program, yet many countries are already planning to duplicate it.
generate results efficiently. References [Bor03] Stephen Borgatti . The key player problem. In Dynamic Social Network Modeling and Analysis: workshop...form of the equation for determining the centralization of a network is given by CX = ∑N i=1[CX( p ∗)− CX(pi)] max ∑N i=1[CX( p ∗)− CX(pi)] , (6) the...following equation: CD = ∑N i=1[CD( p ∗)− CD(pi)] (N − 1)(N − 2) . Here the maximum possible sum of differences in the denominator in (6) is given by
Whitelaw, S.; Smart, E.; Kopela, J.; Gibson, T.; King, V.
Purpose: Social marketing is increasingly being seen as a potentially effective means of pursuing health education practice generally and within various specific areas such as mental health and wellbeing and more broadly in tackling health inequalities. This paper aims to report and reflect on the authors' experiences of undertaking a health…
Griffiths, Jenny; Blair-Stevens, Clive; Parish, Richard
The urgency and scale of contemporary health challenges are enormous. The review It's Our Health! published in 2006 found that social marketing had considerable potential to increase the effectiveness of health improvement work, with the intention that it should build on core health promotion principles and not replace them. Health promotion has, however, lost its focus and identity in recent years in some parts of the country, partly due to repeated organizational change, and it has suffered from a lack of proactive workforce development. Over the last year, the National Social Marketing Centre (NSMC) and the Shaping the Future of Health Promotion Collaboration (StFofHP), hosted by the Royal Society for Public Health (RSPH), have explored the relationship between social marketing and health promotion and led a debate with stakeholders. A Delphi consultation with an expert panel drawn from specialists and strategic leaders in several settings, and the academic community, is currently under way and will report in the autumn. Findings so far emphasize the wide variation in understanding and interpretation of the two skill sets, much confusion about definitions and what added value both health promotion and social marketing bring to health improvement. Some of the distinctive contributions of both are described in this paper.
Raynolds, Laura T.
This article analyzes the theoretical and empirical parameters of social regulation in contemporary global food markets, focusing on the rapidly expanding Fair Trade initiative. Fair Trade seeks to transform North/South relations by fostering ethical consumption, producer empowerment, and certified commodity sales. This initiative joins an array…
Sorensen, J A; Jenkins, P; Bayes, B; Clark, S; May, J J
Tractor rollovers are the most frequent cause of death in the farm community. Rollover protection structures (ROPS) can prevent the injuries and fatalities associated with these events; however, almost half of U.S. farms lack these essential devices. One promising strategy for increasing ROPS use is social marketing. The purpose of this study was to assess the costs associated with the New York ROPS Social Marketing Campaign in relation to the cost of fatalities and injuries averted as a result of the campaign to determine whether cost savings could be demonstrated in the initial years of program implementation. A total of 524 farmers who had retrofitted a tractor through the program were mailed a survey to assess the number of rollovers or close calls that occurred since ROPS installation. Responses were obtained from 382 farmers, two of whom indicated that they had a potential fatality/injury scenario since retrofitting their tractor through the program. The cost savings associated with the intervention was estimated using a decision-tree analysis adapted from Myers and Pana-Cryan with appropriate consumer price index adjustments. The data were compared to the cost of the New York ROPS Social Marketing Campaign to arrive at an associated cost-savings estimate relative to the intervention. This study indicates that a net savings will likely be demonstrated within the third year of the New York ROPS Social Marketing initiative. These data may provide evidence for researchers hoping to generate support from state and private agencies for similar initiatives.
Farmer, Frank L.; Clarke, Leslie L.; Flocks, Joan D.; Bryant, Carol A.; Romund, Camilla S.; Albrecht, Stan L.
Two community-based projects employed social marketing to design and implement interventions to promote health. The Arkansas project involved key informant interviews, actuarial analysis, citizen and student surveys, and participant observation. The Florida approach included focus groups and provider, worker, and employer surveys. (Contains 25…
Hinrichs, C. Claire; Gillespie, Gilbert W.; Feenstra, Gail W.
Retail farmers' markets are seen as key institutions in a more "civic agriculture," but little is known about how they promote small business entrepreneurship. Drawing on research in economic sociology and economic geography, this paper examines the role of social learning in vendor innovation. Data from a 1999 mail survey of farmers' market…
Igado, Manuel Fandos; Aguaded Gómez, José Ignacio
The development and implementation of web 2.0 or social web are threatening the basis of the ways of mixing with other people. These changes are affecting everybody and, in particular, companies and institutions related to people's education, teaching and training for their inclusion in society and labour market. This article brings up some…
Bydanova, Elizaveta; Mushketova, Natalia; Rouet, Gilles
Purpose: The purpose of this paper is to analyze the impact of demographic, social, economic and international aspects on the market of university services in Russia. It also reminds readers briefly of the evolution of the Russian higher education system during the last 20 years and considers some consequences of the current public policy and…
Baker, Wayne E.
Behavior by traders in the stock options market is not governed strictly by economic criteria. Trading among participants exhibited distinct social structural patterns that dramatically affected the direction and magnitude of price changes. Findings are discussed in relationship to microeconomic theory, and implications for public policy are…
Morgan-Siebe, J P
Many people living with human immunodeficiency virus (HIV) do not know that they are infected. It is important for infected persons to get tested for HIV in order to be diagnosed and medically treated. HIV has no known cure, but it can be controlled and sometimes prevented with proper medical care. The social work profession has ideal positioning to be extraordinarily helpful in work that promotes HIV testing, leading to reducing then eliminating new HIV diagnoses. Social marketing interventions, along with audience segmenting are explained. Specific attention is given to two separate subjects-minority health disparities and impulsive and/or sensation seeking sex practices-to showcase the versatility of social marketing in the promotion of HIV testing. Further ideas about how social workers can participate in these interprofessional social marketing campaigns are provided.
Kolodinsky, Jane; Reynolds, Travis
Background The food industry uses market segmentation to target products toward specific groups of consumers with similar attitudinal, demographic, or lifestyle characteristics. Our aims were to identify distinguishable segments within the US overweight population to be targeted with messages and media aimed at moving Americans toward more healthy weights. Methods Cluster analysis was used to identify segments of consumers based on both food and lifestyle behaviors related to unhealthy weights. Drawing from Social Learning Theory, the Health Belief Model, and existing market segmentation literature, the study identified five distinct, recognizable market segments based on knowledge and behavioral and environmental factors. Implications for social marketing campaigns designed to move Americans toward more healthy weights were explored. Results The five clusters identified were: Highest Risk (19%); At Risk (22%); Right Behavior/Wrong Results (33%); Getting Best Results (13%); and Doing OK (12%). Ninety-nine percent of those in the Highest Risk cluster were overweight; members watched the most television and exercised the least. Fifty-five percent of those in the At Risk cluster were overweight; members logged the most computer time and almost half rarely or never read food labels. Sixty-six percent of those in the Right Behavior/Wrong Results cluster were overweight; however, 95% of them were familiar with the food pyramid. Members reported eating a low percentage of fast food meals (8%) compared to other groups but a higher percentage of other restaurant meals (15%). Less than six percent of those in the Getting Best Results cluster were overweight; every member read food labels and 75% of members' meals were "made from scratch." Eighteen percent of those in the Doing OK cluster were overweight; members watched the least television and reported eating 78% of their meals "made from scratch." Conclusion This study demonstrated that five distinct market segments can be
This article tells a different but equally important story about neoliberalism and global health than the narrative on structural adjustment policies usually found in the literature. Rather than focus on macroeconomic structural adjustment policies, this story draws our attention to microeconomic taxation policies on tobacco, alcohol and sugar now widely recognised as the best strategy to control the global non-communicable disease epidemic. Structural adjustment policies are the product of the shift from statist to market-based development models, which was brought about by neoliberal thinkers like Peter Blau and Deepak Lal. In contrast, taxation policies are the result of a different epistemological rupture in international development: the move from economies and physical capital to people and human capital, advocated by Gary Becker and others. This move was part of wider change, which saw Chicago School economists, under the influence of rational choice theory, redefine the object of their discipline, from the study of markets to individual choices. It was this concern with people and their choices that made it possible for Becker and others to identify the importance of price for the demand for tobacco, alcohol and sugar. The same concern also made it easier for them to recognise that there were inefficiencies in the tobacco, alcohol and sugar markets that required government intervention. This story, I suggest, shows that structural adjustment policies and pro-market ideology do not exhaust the relationship between neoliberalism and global health and should not monopolise how we, as political and social scientists, conceive it.
Having coined the word 'eugenics' and inspired leading biologists and statisticians of the early twentieth century, Francis Galton is often studied for his contributions to modern statistical biology. However, whilst documenting this part of his work, historians have frequently neglected crucial aspects of what motivated Galton to establish his eugenics research programme. Arguing that his work was shaped more by social than by biological science, this paper addresses these oversights by tracing the development of Galton's programme, from its roots in a debate about political economy to his appeals for it to be taken up by sociologists. In so doing, the paper not only returns Galton's ideas to their original context but also provides a reason to reflect on the place of the social sciences in history-of-science scholarship.
Quinn, Gwendolyn P; Ellery, Jane; Thomas, Kamilah B; Marshall, Robert
The term social marketing has been used to describe a multitude of interventions that incorporate the use of traditional marketing techniques to promote a behavior that will improve the health or well-being of a target audience or of society as a whole. However, there is wide variation in the way social marketing is defined and used. This systematic review article examines how social marketing has been defined and applied to social problems within the public health literature from 2001-2006, by adapting a grading-system borrowed from evidence-based medicine and utilizing Kotler and Zaltman's definition of social marketing. Additionally, definitions of social marketing were identified in the reviewed articles. Identifying a common language in the description and design of social marketing interventions will benefit researchers and practitioners interested in social marketing as a behavior change approach.
Thackeray, Rosemary; Neiger, Brad L; Hanson, Carl L; McKenzie, James F
The second generation of Internet-based applications (i.e., Web 2.0), in which users control communication, holds promise to significantly enhance promotional efforts within social marketing campaigns. Web 2.0 applications can directly engage consumers in the creative process by both producing and distributing information through collaborative writing, content sharing, social networking, social bookmarking, and syndication. Web 2.0 can also enhance the power of viral marketing by increasing the speed at which consumers share experiences and opinions with progressively larger audiences. Because of the novelty and potential effectiveness of Web 2.0, social marketers may be enticed to prematurely incorporate related applications into promotional plans. However, as strategic issues such as priority audience preferences, selection of appropriate applications, tracking and evaluation, and related costs are carefully considered, Web 2.0 will expand to allow health promotion practitioners more direct access to consumers with less dependency on traditional communication channels.
Beldavs, Vid; Dunlop, David; Crisafulli, Jim; Bernard, Foing
Introduction: The International Lunar Decade (ILD) is a framework for international collaboration from 2020 to 2030 to achieve the ultimate goal in space -- to open the space frontier. Key to opening a frontier is the capacity to "live off the land" through in situ resource utilization (ISRU). Activities in space will remain limited to exploration until ISRU becomes possible on an industrial scale. ISRU, the mining and use of resources on the Moon, asteroids, comets and other cosmic bodies will enable the opening of the space frontier for permanent occupancy and settlement. The capacity for ISRU creates the basis for a space economy where products and services are traded for resources, and increasingly sophisticated products can be produced from mined resources to help sustain life indefinitely. Enabling ISRU will require infrastructure - energy, transportation, and communications systems, as well as navigation, storage and other support services. However, regolith or other lunar/asteroid material will remain regolith until converted to a form useful to customers that will enable the development of markets. NASA's Mars journey, various planetary missions, and emerging operations on the lunar surface and at EML1 and EML2 will provide initial markets for ISRU. This paper will explore a scenario explaining how a self-sustaining space economy can be achieved by 2030, what kind of infrastructure will need to be developed, the role of NASA's Mars Journey in the creation of markets for ISRU, and the role of private-public partnership for financing the various building blocks of a self-sustaining space economy. Also dis-cussed will be the potential for a Moon Village to serve as a formative structure for the nucleation of elements of an emerging space economy, including its potential role as a forum for actors to play a role in the development of governance mechanisms that eventually would enable commercial and industrial development of the Moon. References:  Beldavs
Kaynak, Erdener; Kucukemiroglu, Orsay
Offers ways in which business schools in developing countries can develop need-oriented business programs and how a functional area course, international marketing, can be internationalized in both content and structure. Reports a study of marketing curriculum change and student (n=208) response in Turkey. (MSE)
Discusses factors to consider when developing marketing strategies for building enrollment in child care programs. Factors are (1) focus on a market; (2) the impression of the service that is created in customers' minds; (3) the urgency of the advertising message; (4) perceived value of the service; and (5) cost effectiveness. (SM)
Janzen, S A; Jensen, N D; Mude, A G
Social protection programmes are designed to help vulnerable populations - including pastoralists - maintain a basic level of well-being, manage risk, and cope with negative shocks. Theory suggests that differential targeting according to poverty status can increase the reach and effectiveness of budgeted social protection programmes. Chronically poor households benefit most from social protection designed to help them meet their basic needs and make vital investments necessary to graduate from poverty. Vulnerable non-destitute households benefit from protection against costly temporary shocks, but do not necessarily need regular assistance. Welfare gains occur when a comprehensive social protection programme considers the needs of both types of households. The authors use evidence-based understanding of poverty dynamics in the pastoralist-based economy of northern Kenya's arid and semi-arid lands as a case study to discuss and compare the observed impacts of two different social protection schemes on heterogeneous pastoralist households: a targeted, unconditional, cash-transfer programme designed to support the poorest, and an index-based livestock insurance programme, which acts as a productive 'safety net' to help stem a descent into poverty and increase resilience. Both types of social protection scheme have been shown to decrease poverty, improve food security and protect child health. However, the behavioural response for asset accumulation varies with the type of protection and the household's unique situation. Poor households that receive cash transfers retain and accumulate assets quickly. Insured households, who are typically vulnerable yet not destitute, protect existing herds and invest more in the livestock they already own. The authors argue that differential targeting increases programme efficiency, and discuss Kenya's current approach to implementing differentially targeted social protection.
At the 10th International Conference on AIDS held in Yokohama, Japan, August 7-12, 1994, reports revealed that the social marketing of condoms has become popular and successful in developing countries. The nongovernmental organization distribution approach is very useful in providing condoms to new users, whose numbers have been increasing since the condom was identified as effective in preventing sexually transmitted diseases (STDs), including HIV. The rapid establishment of semi-commercial outlets even in remote areas enabled many people to obtain condoms more easily than from the government program and at a cheaper price. The social marketing concept has a clear advantage: condoms can be distributed with little government budget disbursement, and the project is based on self-reliance. Meanwhile, the additional free supply programs by many governments of developing countries are reportedly not functioning efficiently, since often large quantities of condoms, donated by agencies for family planning and STD programs, pile up in warehouses and do not reach those who need them. Moreover, the demand for condoms is limited because of the lack of effective campaigns to encourage their use. Quality condoms can be procured at lower costs if a special manufacturing plant could be built that produces condoms exclusively for the social marketing free supply program. Such a condom plant could be built in a developing country where good quality latex, the material used for condoms, is available. The unit production cost of condoms at the proposed plant would be lower compared to costs in developed countries because personnel expenses in latex-producing countries such as Malaysia, Thailand, Indonesia, India, and Sri Lanka, are cheaper, and the price of latex itself is lower. Mass production is possible because the demand for condoms for the social marketing projects is expected to grow even more.
Thackeray, Rosemary; Brown, Kelli R McCormack
A successful marketing strategy includes the design of a marketing mix with the right combination of products, offered at the right price, in the right place, and then promoted in such a way that makes it easy and rewarding for the individual to change his or her behavior. A price is incurred in exchange for receiving a bundle of benefits. The social marketer can use various pricing tactics to make the desired behavior appear to have fewer costs and more benefits while making the undesired behavior to have less benefit and greater cost. Place is where and when the target population will perform the desired behavior, purchase or obtain a tangible product, and/or receive associated services. Involving partners in the placement strategy can make products more accessible and increase opportunities for people to perform a behavior. Strategies for making the product available at a desirable price and in places that are convenient are integral to the overall social marketing plan to facilitate behavior change.
Lincoln, Yvonna S
The globalized economy, fueled by late capitalism, has pressed forward its necessity for accumulation and expanding growth into the information and knowledge economy. One result has been the privatization of essentially public knowledge, knowledge produced at public universities, often with public, federal dollars. Both the "mania for ranking academic institutions," where universities compete for students, tuition dollars, and external funding, and the incessant creep of the managerial "audit culture" contribute to this situation. Although there is little individual scholars can do to resist globalization and capitalist forces, understanding the context into which their research is circulated can suggest opportunities for sharing research results between the "center" and "periphery" that counter some of the privatization trends.
Reform of China's Technical and Vocational Education in the Transition from a Planned Economy System to a Socialist Market Economy System--A Case Study. Case Studies on Technical and Vocational Education in Asia and the Pacific.
Yu, Zuguang; Zeng, Zida
Since the early 1990s, China's government has followed a socialist market economy system. Accordingly, the technical and vocational education (TVE) should be restructured to meet its needs. Reform of the TVE system has four aspects. First, reform of the planning system includes a move from a central plan of enrollment to planning according to…
Huong, Dang Boi; Phuong, Nguyen Khanh; Bales, Sarah; Jiaying, Chen; Lucas, Henry; Segall, Malcolm
China and Vietnam have adopted market reforms in the health sector in the context of market economic reforms. Vietnam has developed a large private health sector, while in China commercialization has occurred mainly in the formal public sector, where user fees are now the main source of facility finance. As a result, the integrity of China's planned health service has been disrupted, especially in poor rural areas. In Vietnam the government has been an important financer of public health facilities and the pre-reform health service is largely intact, although user fees finance an increasing share of facility expenditure. Over-servicing of patients to generate revenue occurs in both countries, but more seriously in China. In both countries government health expenditure has declined as a share of total health expenditure and total government expenditure, while out-of-pocket health spending has become the main form of health finance. This has particularly affected the rural poor, deterring them from accessing health care. Assistance for the poor to meet public-sector user fees is more beneficial and widespread in Vietnam than China. China is now criticizing the degree of commercialization of its health system and considers its health reforms "basically unsuccessful." Market reforms that stimulate growth in the economy are not appropriate to reform of social sectors such as health.
Holden, Chris; Lee, Kelley
Drawing on published tobacco document research and related sources, this article applies Farnsworth and Holden's conceptual framework for the analysis of corporate power and corporate involvement in social policy (2006) to the transnational tobacco companies (TTCs). An assessment is made of TTCs' structural power, the impact upon their structural position of tobacco control (TC) policies, and their use of agency power. The analysis suggests that, as a result of the growth of TC policies from the 1950s onwards, TTCs have had to rely on political agency to pursue their interests and attempt to reassert their structural position. The collapse of the Eastern bloc and the liberalisation of East Asian economies presented new structural opportunities for TTCs in the 1980s and 1990s, but the development of globally coordinated TC policies facilitated by the World Health Organisation's Framework Convention on Tobacco Control has the potential to constrain these. PMID:20228951
Sah, Sunita; Fugh-Berman, Adriane
Pharmaceutical and medical device companies apply social psychology to influence physicians' prescribing behavior and decision making. Physicians fail to recognize their vulnerability to commercial influences due to self-serving bias, rationalization, and cognitive dissonance. Professionalism offers little protection; even the most conscious and genuine commitment to ethical behavior cannot eliminate unintentional, subconscious bias. Six principles of influence - reciprocation, commitment, social proof, liking, authority, and scarcity - are key to the industry's routine marketing strategies, which rely on the illusion that the industry is a generous avuncular partner to physicians. In order to resist industry influence, physicians must accept that they are vulnerable to subconscious bias and have both the motivation and means to resist industry influence. A culture in which accepting industry gifts engenders shame rather than gratitude will reduce conflicts of interest. If greater academic prestige accrues to distant rather than close relationships with industry, then a new social norm may emerge that promotes patient care and scientific integrity. In addition to educating faculty and students about the social psychology underlying sophisticated but potentially manipulative marketing and about how to resist it, academic medical institutions should develop strong organizational policies to counteract the medical profession's improper dependence on industry.
This paper describes the global knowledge economy (the k-economy), comprised by (1) open source knowledge flows and (2) commercial markets in intellectual property and knowledge-intensive goods. Like all economy the global knowledge economy is a site of production. It is also social and cultural, taking the form of a one-world community mediated…
Kenway, Jane; And Others
In Australia, education is expected to serve national and international market economies and is being steered by market forces within and beyond education. Recent forms of education markets raise social-justice issues inadequately treated in literature. Markets operate according to profit motive and are not premised on equality or fairness…
Social marketing is a highly systematic approach to health improvement that sets out unambiguous success criteria focused on behaviour change. This paper reviews the key concepts and principles of social marketing and its recent rapid development across government in England in the public health field. This paper outlines the role of the National Social Marketing Centre and concludes with a discussion of the probable future impact of social marketing on public health practice. The paper argues that there is a close ideological match between social marketing and liberal democratic imperatives. Social marketing's focus on outcome, return on investment and its emphasis on developing interventions that can respond to diverse needs, means it is probable that social marketing will increasingly be required by governments as a standard part of public health programmes.
CHEN, FEINIAN; KORINEK, KIM
This article investigates the effect of family life course transitions on labor allocation strategies in rural Chinese households. We highlight three types of economic activity that involve reallocation of household labor oriented toward a more diversified, nonfarm rural economy: involvement in wage employment, household entrepreneurship, and/or multiple activities that span economic sectors. With the use of data from the China Health and Nutrition Survey (CHNS 1997, 2000, and 2004), our longitudinal analyses of rural household economic activity point to the significance of household demography, life course transitions, and local economic structures as factors facilitating household labor reallocation. First, as expected, a relatively youthful household structure is conducive to innovative economic behavior. Second, household entrances and exits are significant, but their impacts are not equal. Life events such as births, deaths, marriage, or leaving home for school or employment affect household economy in distinctive ways. Finally, the reallocations of household labor undertaken by households are shaped by local economic structures: in particular, the extent of village-level entrepreneurial activity, off-farm employment, and out-migration. PMID:21308566
Chen, Feinian; Korinek, Kim
This article investigates the effect of family life course transitions on labor allocation strategies in rural Chinese households. We highlight three types of economic activity that involve reallocation of household labor oriented toward a more diversified, nonfarm rural economy: involvement in wage employment, household entrepreneurship, and/or multiple activities that span economic sectors. With the use of data from the China Health and Nutrition Survey (CHNS 1997, 2000, and 2004), our longitudinal analyses of rural household economic activity point to the significance of household demography, life course transitions, and local economic structures as factors facilitating household labor reallocation. First, as expected, a relatively youthful household structure is conducive to innovative economic behavior. Second, household entrances and exits are significant, but their impacts are not equal. Life events such as births, deaths, marriage, or leaving home for school or employment affect household economy in distinctive ways. Finally, the reallocations of household labor undertaken by households are shaped by local economic structures: in particular, the extent of village-level entrepreneurial activity, off-farm employment, and out-migration.
The aim of the program is to improve the utilization of fuel by commercial trucks and buses by updating and implementing specific approaches for educating and monitoring the trucking industry on methods and means of conserving fuels. The following outlines the marketing plan projects: increase use of program logo by voluntary program members and others; solicit trade publication membership and support; brief Congressional delegations on fuel conservation efforts; increase voluntary program presence before trade groups; increase voluntary program presence at truck and trade shows; create a voluntary program display for use at trade shows and in other areas; review voluntary program graphics; increase voluntary program membership; and produce placemats carrying fuel conservation messages; produce a special edition of Fuel Economy News, emphasizing the driver's involvement in fuel conservation; produce posters carrying voluntary program fuel conservation message. Project objectives, activities, and results for each project are summarized.
Li, Jianfeng; Lu, Xinsheng; Zhou, Ying
Using multifractal detrended cross-correlation analysis (MF-DCCA), this paper studies the cross-correlation behavior between crude oil market and five selected exchange rate markets. The dataset covers the period of January 1,1996-December 31,2014, and contains 4,633 observations for each of the series, including daily closing prices of crude oil, Australian Dollars, Canadian Dollars, Mexican Pesos, Russian Rubles, and South African Rand. Our empirical results obtained from cross-correlation statistic and cross-correlation coefficient have confirmed the existence of cross-correlations, and the MF-DCCA results have demonstrated a strong multifractality between cross-correlated crude oil market and exchange rate markets in both short term and long term. Using rolling window analysis, we have also found the persistent cross-correlations between the exchange rates and crude oil returns, and the cross-correlation scaling exponents exhibit volatility during some time periods due to its sensitivity to sudden events.
Campbell, Adrian; Warner, Malcolm
A study examined the effect of national culture and institutional tradition on the response of engineering companies and their management to product-technology and market changes in the United Kingdom in the 1980s. Data were collected from semistructured interviews of managers at 24 small, medium, and large engineering firms. The introduction of…
Mitchell, Douglas E.; Yildiz, Selin; Batie, Michael
Community colleges employ more than one-third of the nation's higher education faculty. Nevertheless, the labor market through which faculty are recruited, selected, hired, evaluated and retained or replaced is one of the least understood aspects of these institutions. Functional management and effective policy both require a clear understanding…
Crippa, M; Janssens-Maenhout, G; Guizzardi, D; Galmarini, S
Emission data from EDGAR (Emissions Database for Global Atmospheric Research), rather than economic data, are used to estimate the effect of policies and of the global exports of policy-regulated goods, such as vehicles, on global emissions. The results clearly show that the adoption of emission standards for the road transport sector in the two main global markets (Europe and North America) has led to the global proliferation of emission-regulated vehicles through exports, regardless the domestic regulation in the country of destination. It is in fact more economically convenient for vehicle manufacturers to produce and sell a standard product to the widest possible market and in the greatest possible amounts. The EU effect (European Union effect) is introduced as a global counterpart to the California effect. The former is a direct consequence of the penetration of the EURO standards in the global markets by European and Japanese manufacturers, which effectively export the standard worldwide. We analyze the effect on PM2.5 emissions by comparing a scenario of non-EURO standards against the current estimates provided by EDGAR. We find that PM2.5 emissions were reduced by more than 60% since the 1990s worldwide. Similar investigations on other pollutants confirm the hypothesis that the combined effect of technological regulations and their diffusion through global markets can also produce a positive effect on the global environment. While we acknowledge the positive feedback, we also demonstrate that current efforts and standards will be totally insufficient should the passenger car fleets in emerging markets reach Western per capita figures. If emerging countries reach the per capita vehicle number of the USA and Europe under current technological conditions, then the world will suffer pre-1990 emission levels.
ACPA College Student Educators International, 2008
"Toward a Sustainable Future: The Role of Student Affairs in Creating Healthy Environments, Social Justice, and Strong Economies" is a call to action for college student educators, articulating the crucial role they play in the international sustainability movement. It contains valuable information about educating self, educating students, and…
Schlee, Regina Pefanis; Harich, Katrin R.
This research is based on two studies that focus on teaching students how to integrate and assess social networking tools in marketing communications. Study 1 examines how students in marketing classes utilize social networking tools and explores their attitudes regarding the use of such tools for marketing communications. Study 2 focuses on an…
means. Additionally, there are certain markets, e.g. in declining cost industries, where a monopoly supplier may be most efficient. Riordan and...civilian world rightfully dominated by the tenets and rights of individual liberty" (p. 20). Hillen (1999) provides a similar perspective. 114 Ricks ...Armed Forces, National Defense University, Fort McNair, Washington, D.C. 20319-5062. Ricks , Thomas E. (1997). Making the Corps. New York: Simon
Torres-Olave, Blanca M.
The present study examined the extent to which the U.S. STEM labor market is stratified in terms of quality of employment. Through a series of cluster analyses and Chi-square tests on data drawn from the 2008 Survey of Income Program Participation (SIPP), the study found evidence of segmentation in the highly-skilled STEM and non-STEM samples,…
Diehr, Paula; Hannon, Peggy; Pizacani, Barbara; Forehand, Mark; Meischke, Hendrika; Curry, Susan; Martin, Diane P; Weaver, Marcia R; Harris, Jeffrey
As a "thought experiment," the authors used a modified stages of change model for smoking to define homogeneous segments within various hypothetical populations. The authors then estimated the population effect of public health interventions that targeted the different segments. Under most assumptions, interventions that emphasized primary and secondary prevention, by targeting the Never Smoker, Maintenance, or Action segments, resulted in the highest nonsmoking life expectancy. This result is consistent with both social marketing and public health principles. Although the best thing for an individual smoker is to stop smoking, the greatest public health benefit is achieved by interventions that target nonsmokers.
Miles, Morgan P; Munilla, Linda S; Covin, Jeffrey G
This paper discusses how adoption of the social dimensions of the marketing concept may unintentionally restrict innovation and corporate entrepreneurship, ultimately reducing social welfare. The impact of social marketing on innovation and entrepreneurship is discussed using the case of multinational pharmaceutical firms that are under pressure when marketing HIV treatments in poor countries. The argument this paper supports is that social welfare may eventually be diminished if forced social responsibility is imposed. The case of providing subsidized AIDS medication to less developed nations is used to illustrate how social blackmail may result in less innovation, entrepreneurship, and product development efforts by the pharmaceutical industry, ultimately reducing social welfare.
Martínez, Ramiro; Rosenfeld, Richard; Mares, Dennis
Although illicit drug activity occurs within local communities, past quantitative research on drug markets and violent crime in the United States has been conducted mainly at the city level. The authors use neighborhood-level data from the city of Miami to test hypotheses regarding the effect of drug activity and traditional indicators of social disorganization on rates of aggravated assault and robbery. The results show that drug activity has robust effects on violent crime that are independent of other disorganization indicators. The authors also find that drug activity is concentrated in neighborhoods with low rates of immigration, less linguistic isolation and ethnic heterogeneity, and where nondrug accidental deaths are prevalent. The authors find no independent effect of neighborhood racial composition on drug activity or violent crime. The results suggest that future neighborhood-level research on social disorganization and violent crime should devote explicit attention to the disorganizing and violence-producing effects of illicit drug activity. PMID:19655037
Abstract This article tells a different but equally important story about neoliberalism and global health than the narrative on structural adjustment policies usually found in the literature. Rather than focus on macroeconomic structural adjustment policies, this story draws our attention to microeconomic taxation policies on tobacco, alcohol and sugar now widely recognised as the best strategy to control the global non-communicable disease epidemic. Structural adjustment policies are the product of the shift from statist to market-based development models, which was brought about by neoliberal thinkers like Peter Blau and Deepak Lal. In contrast, taxation policies are the result of a different epistemological rupture in international development: the move from economies and physical capital to people and human capital, advocated by Gary Becker and others. This move was part of wider change, which saw Chicago School economists, under the influence of rational choice theory, redefine the object of their discipline, from the study of markets to individual choices. It was this concern with people and their choices that made it possible for Becker and others to identify the importance of price for the demand for tobacco, alcohol and sugar. The same concern also made it easier for them to recognise that there were inefficiencies in the tobacco, alcohol and sugar markets that required government intervention. This story, I suggest, shows that structural adjustment policies and pro-market ideology do not exhaust the relationship between neoliberalism and global health and should not monopolise how we, as political and social scientists, conceive it. PMID:27721572
Buchholz, Sandra; Blossfeld, Hans-Peter
There is no doubt that the labor markets and economies of modern societies have been confronted by a marked intensification of cross-border exchange between modern states that has attained a new and previously unattained quality over the past thirty years. In the economic and sociological literature, this development is usually labeled…
It is argued that in the knowledge economy and in the context of the current restrictions on public finance, matching the output of higher education with the needs of the labour market is not simply one of many key issues for policy makers addressing the sustainability of higher education: it is "the" issue. As the sources of funding for…
Constantinides, Efthymios; Zinck Stagno, Marc C.
The importance of social media as platforms of social interaction, communication and marketing is growing. Increasing numbers of businesses in various industries have already integrated or plan to integrate social media applications into their marketing programs. Higher education institutions show increased interest in the potential of social…
Opel, Douglas J; Diekema, Douglas S; Lee, Nancy R; Marcuse, Edgar K
Today in the United States, outbreaks of vaccine-preventable disease are often traced to susceptible children whose parents have claimed an exemption from school or child care immunization regulations. The origins of this immunization hesitancy and resistance have roots in the decline of the threat of vaccine-preventable disease coupled with an increase in concerns about the adverse effects of vaccines, the emergence of mass media and the Internet, and the intrinsic limitations of modern medicine. Appeals to emotion have drowned out thoughtful discussion in public forums, and overall, public trust in immunizations has declined. We present an often overlooked behavior change strategy-social marketing-as a way to improve immunization rates by addressing the important roots of immunization hesitancy and effectively engaging emotions. As an example, we provide a synopsis of a social marketing campaign that is currently in development in Washington state and that is aimed at increasing timely immunizations in children from birth to age 24 months.
Loomis, L M; Bufano, J T
The concept of marketing is new to the long-term care industry. Limited financial resources dictate that administrators investigate ways to supplement marketing staff. St. John's Home in Rochester, New York, has focused attention on the way in which social work can enhance the effectiveness of the marketing program. Presented here is the role of social work in the marketing mix: product, place, price, promotion, and public relations.
As part of its continuing mission to serve trustees and staff of health foundations and corporate giving programs, Grantmakers In Health (GIH) brought together grantmakers, researchers, and public health professionals on May 20, 2004 to discuss the application of social marketing principles to health promotion and chronic disease prevention. As a behavior change technique, social marketing has proven effective in motivating people to make the complex and difficult behavior changes that can improve health and reduce the risk of chronic diseases such as cardiovascular disease, cancer, and diabetes. The Issue Dialogue used the lens of tobacco prevention and cessation, physical activity, and healthy eating to examine how health grantmakers can use social marketing principles and techniques to encourage and support the adoption of healthier behaviors across the lifespan. This Issue Brief incorporates the information and ideas shared at the meeting with a background paper on social marketing that was prepared for participants who attended the Issue Dialogue. It starts with an introduction of social marketing concepts and provides a framework for assessing whether social marketing is an appropriate approach to use in addressing a particular issue. Subsequent sections: (1) describe both the social marketing communications process and techniques, using examples from campaigns developed by health grantmakers and others; (2) describe how social marketing can be used to promote policy change; (3) provide information on communication strategies that can complement social marketing; and (4) present opportunities for grantmakers.
Loss, J; Lang, K; Ultsch, S; Eichhorn, C; Nagel, E
"Social marketing" is the use of marketing principles to design and implement programmes to promote socially beneficial behaviour changes. In the field of health promotion and prevention, the systematic planning process of social marketing can offer new ideas and perspectives to the traditions of social science. Major characteristics of social marketing encompass continuous market research focussing on attitudes, motives and behavioural patterns of the target group, an integrated mix of strategic key elements, and the perpetual evaluation of all procedures. So far, however, it is unclear in how far social marketing is actually more effective than other concepts of programme planning. Furthermore, it has to be discussed whether the underlying philosophy of social marketing and its implicit understanding of relationships to the public are reconcilable with health promotion principles. In Anglo-Saxon countries, the social marketing concept has achieved widespread application and is subject to controversial scientific discussions, whereas this approach is hardly considered in German health promotion research and practice. Given the increasing call for quality management and evaluation of health promotion interventions, the social marketing concept may contribute useful insights at an operational level and thus add to a discussion on effective approaches for programme planning.
McMillin, Stephen Edward
Management of the dissemination of effective interventions in social work is often uncertain, and even when attention is paid to diffusing effective, innovative interventions, the focus is often disproportionately on a marketplace orientation of increasing the market share of branded, manualized interventions and social service treatment products. Public health frameworks of dissemination can improve knowledge translation in social interventions by focusing dissemination efforts on achieving equity and increasing the availability of effective interventions to all those who can benefit from them rather than simply focusing on commercial processes. This article identifies three equity-focused translation frameworks that can aid the dissemination of effective social interventions at the macro-, meso-, and micro-levels. Implications for policy and practice are discussed.
Musmeci, Nicoló; Aste, Tomaso; Di Matteo, T
We quantify the amount of information filtered by different hierarchical clustering methods on correlations between stock returns comparing the clustering structure with the underlying industrial activity classification. We apply, for the first time to financial data, a novel hierarchical clustering approach, the Directed Bubble Hierarchical Tree and we compare it with other methods including the Linkage and k-medoids. By taking the industrial sector classification of stocks as a benchmark partition, we evaluate how the different methods retrieve this classification. The results show that the Directed Bubble Hierarchical Tree can outperform other methods, being able to retrieve more information with fewer clusters. Moreover,we show that the economic information is hidden at different levels of the hierarchical structures depending on the clustering method. The dynamical analysis on a rolling window also reveals that the different methods show different degrees of sensitivity to events affecting financial markets, like crises. These results can be of interest for all the applications of clustering methods to portfolio optimization and risk hedging [corrected].
Musmeci, Nicoló; Aste, Tomaso; Di Matteo, T.
We quantify the amount of information filtered by different hierarchical clustering methods on correlations between stock returns comparing the clustering structure with the underlying industrial activity classification. We apply, for the first time to financial data, a novel hierarchical clustering approach, the Directed Bubble Hierarchical Tree and we compare it with other methods including the Linkage and k-medoids. By taking the industrial sector classification of stocks as a benchmark partition, we evaluate how the different methods retrieve this classification. The results show that the Directed Bubble Hierarchical Tree can outperform other methods, being able to retrieve more information with fewer clusters. Moreover, we show that the economic information is hidden at different levels of the hierarchical structures depending on the clustering method. The dynamical analysis on a rolling window also reveals that the different methods show different degrees of sensitivity to events affecting financial markets, like crises. These results can be of interest for all the applications of clustering methods to portfolio optimization and risk hedging. PMID:25786703
Vega Lizama, Elma Maria; Cucina, Andrea
The relationship between diet and oral health is widely known, yet data on dental caries prevalence is lacking for many indigenous groups with traditional or rapidly modernizing diets. This research documents caries prevalence in two Maya communities from northern Yucatán (Mexico) with significantly different levels of market integration, subsistence, and diet: Yalsihón, with a traditional, maize-based subsistence economy, and Dzilam, with access to globalized food markets. Each sample was subdivided by sex into 15-19, 20-24, and 25-30 years-of-age classes. Caries prevalence was considered separately both when the lesion affected the enamel superficially (grade 1+) and when it reached the dentin (grade 2+). In both villages, females of all age classes manifest more caries than males. Results show higher prevalence of caries at Dzilam than at Yalsihón, except for grade 1+ caries among 15-19-year-old males and grade 2+ caries among 15-19-year-old females. Though differences are not significant, earlier pregnancies among 15-19-year-old females at Yalsihón could be a causative factor. A survey indicated a more balanced diet at Yalsihón despite a heavier intake of maize than at Dzilam. Striking differences were documented in the ingestion of soda and globalized foods; sodas were virtually absent at Yalsihón, while at Dzilam they were ingested daily in great quantities. The decline in oral health at Dzilam is inferred to result from consumption of industrially processed foods and drinks, while a traditional diet leads to less caries despite daily heavy consumption of maize, which must be considered when interpreting caries rates in archaeological samples.
Koul, P B; Murali, M V; Gupta, P; Sharma, P P
Attempts, at social marketing of oral rehydration therapy (ORT) through television, in changing the knowledge and practice of mothers with regard to its use was assessed. One hundred and eighty seven consecutive mothers (38 excluded due to non use of ORT) were administered a preplanned questionnaire to assess their socio-economic profile, educational status, concept of diarrhea and correct use of ORT. Fifty nine mothers who watched these programmes on TV regularly formed the study group. These were compared with 90 mothers who had gained such knowledge from non-television sources. The correct application of knowledge of ORT was significantly better in study group compared with control group. The educational status of mothers had a positive impact on motivation to use ORT at home in the study group. Mass media campaigns through "TV spots" is an effective way of improving knowledge of mothers on ORT in a developing country.
This article outlines the contraceptive marketing process used by the Social Marketing for Change (SOMARC) project. The 1st stage of the process involves analysis of the market, the consumer, and the social marketing organization's capabilities. In the 2nd stage, planning, data collected in the analysis stage are used to define objectives, segment target markets, and devise strategies for each element in the marketing mix. In the 3rd stage, all the elements in the marketing mix are developed and tested (e.g. product concepts, pricing, packaging, communication messages) and refined on the basis of test results. In stage 4, the action plan is implemented and marketing progress and institutional performance are monitored. Stage 5 includes an assessment of in-market effectiveness in terms of responses from consumers, retailers, and health professionals. The last stage feeds back to the 1st. All the reviewed data are recycled into analysis to begin again the continuous process of refinement and improvement.
This article presents the impact of soap operas and social marketing efforts, developed by Population Communications International (PCI), on changing the attitude and behavior of individuals toward family planning, health, women empowerment, and pro-social issues. The objective of the program is to motivate individuals and communities to make reproductive health and development choices which will contribute significantly in slowing population growth. In addition, these were designed to complement the efforts of those providing health services in several countries. PCI is responsible in training creative talent, research in determining the issues and arrangements necessary for a program to be aired. After following the methods promoted by the PCI, reports on the Tanzania and Kenya programs further confirm that the mass media education programs for changing behavior are effective. During the two conferences organized by PCI, three American production organizations initiated new storylines based on the issues discussed. Moreover, several countries expressed their desire to develop similar conferences in their countries. To end, PCI is designing additional soaps in other countries; wherein, the problem lies not on contraceptive availability, but on deeply held fears, superstitions, and culture equating having children with man's virility and dominance.
Tuten, Tracy; Marks, Melanie
Social media usage has grown rapidly in recent years, as individuals have incorporated social networks such as Facebook into their daily activities and businesses have begun to use social tools to interact with consumers. Many social media tools, likewise, have applications relevant for marketing education. This study assesses the adoption of…
Park, Julie J.
Ethnic economies promote interclass contact among East Asian Americans, which facilitates the exchange of information and resources through social capital networks. However, low-income Korean Americans are more likely than low-income Chinese Americans to take SAT prep, although both communities have extensive ethnic economies. In the analysis of a…
Al-Edwan, Zaid Suleiman; Hamaidi, Diala Abdul Hadi
Knowledge-based economy is a new implemented trend in the field of education in Jordan. The ministry of education in Jordan attempts to implement this trend's philosophy in its textbooks. This study examined the extent to which the (1st-3rd grade) social and national textbooks reflect knowledge-based economy criteria from the perspective of…
Spiller, Lisa; Tuten, Tracy
Modern digital and social media formats have revolutionized marketing measurement, producing an abundance of data, meaningful metrics, new tools, and methodologies. This increased emphasis on metrics in the marketing industry signifies the need for increased quantitative and critical thinking content in our marketing coursework if we are to…
Social causes such as "improved nutritional practices" could benefit from marketing-like thinking. The improvement of nutritional practices, like other social concerns such as pollution control, drug abuse, and physical fitness, needs innovative solutions and approaches for gaining public attention and support. Marketing persons, by their…
Day, Brian A.; DeWan, Amielle; Cadiz, Fel Ceasar; Jakosalem-Balane, Joy; Dueñas, Vincent; Trinidad, Pedro M., Jr.
Rare's approach to promoting sustainable fishing through social marketing in the Philippines is exemplified in the Cortes Pride campaign. The Cortes Pride campaign is a social marketing behavior change program that was part of a cohort of 12 similar sustainable fishing campaigns in the Philippines, all of which used a unique blend of social…
Kubacki, Krzysztof; Ronti, Rimante; Lahtinen, Ville; Pang, Bo; Rundle-Thiele, Sharyn
Purpose: A significant proportion of the world's adult population is insufficiently active. One approach used to overcome barriers and facilitate participation in physical activity is social marketing. The purpose of this paper are twofold: first, this review seeks to provide a contemporary review of social marketing's effectiveness in changing…
Englert, Paul; Sommerville, Susannah; Guenole, Nigel
A. R. Andreasen's (1995) social marketing model (SMM) is applied to structure feedback counseling for individuals who are unemployed. The authors discuss techniques used in commercial marketing and how they are equally applicable to solving societal problems; SMM and its application to social interventions; and structured feedback that moves a…
Academy for Educational Development, Inc., New York, NY.
This booklet contains excerpted remarks by government and public health officials concerning social marketing and its use. It is noted that the agencies they represent are among those that are considered pioneers in applying social marketing to some of the toughest problems facing America. Topics concerning government, public health, and the use…
Thackeray, Rosemary; Keller, Heidi; Heilbronner, Jennifer Messenger; Dellinger, Laura K Lee
Since its inception in 2005, articles in Health Promotion Practice's social marketing department have focused on describing social marketing's unique contributions and the application of each to the practice of health promotion. This article provides a brief review of six unique features (marketing mix, consumer orientation, segmentation, exchange, competition, and continuous monitoring) and then presents two case studies-one on reducing stigma related to mental health and the other a large-scale campaign focused on increasing HIV testing among African American youth. The two successful case studies show that social marketing principles can be applied to a wide variety of topics among various population groups.
Izumi, Betty T.; Wright, D. Wynne; Hamm, Michael W.
Activists and academics are increasingly advocating for public procurement of locally grown food as a key market opportunity for farmers. In the United States, linking farmers directly with school cafeterias through farm to school programs are among the efforts that advocates say can provide a significant boost to rural economies. Through an…
Evans, W Douglas; McCormack, Lauren
Social marketing uses commercial marketing strategies to change individual and organizational behavior and policies. It has been effective on a population level across a wide range of public health and health care domains. There is limited evidence of the effectiveness of social marketing in changing health care consumer behavior through its impact on patient-provider interaction or provider behavior. Social marketers need to identify translatable strategies (e.g., competition analysis, branding, and tailored messages) that can be applied to health care provider and consumer behavior. Three case studies from social marketing illustrate potential strategies to change provider and consumer behavior. Countermarketing is a rapidly growing social marketing strategy that has been effective in tobacco control and may be effective in countering pharmaceutical marketing using specific message strategies. Informed decision making is a useful strategy when there is medical uncertainty, such as in prostate cancer screening and treatment. Pharmaceutical industry marketing practices offer valuable lessons for developing competing messages to reach providers and consumers. Social marketing is an effective population-based behavior change strategy that can be applied in individual clinical settings and as a complement to reinforce messages communicated on a population level. There is a need for more research on message strategies that work in health care and population-level effectiveness studies.
Tanner, Elizabeth K.; Seeman, Teresa E.; Xue, Qian-Li; Rebok, George W.; Frick, Kevin D.; Carlson, Michelle C.; Wang, Tao; Piferi, Rachel L.; McGill, Sylvia; Whitfield, Keith E.; Fried, Linda P.
Objectives. We present a social marketing conceptual framework for Experience Corps Baltimore City (EC) in which the desired health outcome is not the promoted product or behavior. We also demonstrate the feasibility of a social marketing–based recruitment campaign for the first year of the Baltimore Experience Corps Trial (BECT), a randomized, controlled trial of the health benefits of EC participation for older adults. Methods. We recruited older adults from the Baltimore, MD, area. Participants randomized to the intervention were placed in public schools in volunteer roles designed to increase healthy behaviors. We examined the effectiveness of a recruitment message that appealed to generativity (i.e., to make a difference for the next generation), rather than potential health benefits. Results. Among the 155 participants recruited in the first year of the BECT, the average age was 69 years; 87% were women and 85% were African American. Participants reported primarily generative motives as their reason for interest in the BECT. Conclusions. Public health interventions embedded in civic engagement have the potential to engage older adults who might not respond to a direct appeal to improve their health. PMID:20167888
Evans, W D; Pattanayak, S K; Young, S; Buszin, J; Rai, S; Bihm, Jasmine Wallace
Like commercial marketing, social marketing uses the 4 "Ps" and seeks exchange of value between the marketer and consumer. Behaviors such as handwashing, and products such as those for oral rehydration treatment (ORT), can be marketed like commercial products in developing countries. Although social marketing in these areas is growing, there has been no systematic review of the current state of practice, research and evaluation. We searched the literature for published peer-reviewed studies available through major online publication databases. We identified manuscripts in the health, social science, and business literature on social marketing that used at least one of the 4 Ps of marketing and had a behavioral objective targeting the behaviors or products related to improving water and sanitation. We developed formalized decision rules and applied them in identifying articles for review. We initially identified 117 articles and reviewed a final set of 32 that met our criteria. Social marketing is a widespread strategy. Marketing efforts have created high levels of awareness of health threats and solutions, including behavior change and socially marketed products. There is widespread use of the 4 Ps of marketing, with price interventions being the least common. Evaluations show consistent improvements in behavioral mediators but mixed results in behavior change. Interventions have successfully used social marketing following widely recommended strategies. Future evaluations need to focus on mediators that explain successful behavior change in order to identify best practices and improve future programs. More rigorous evaluations including quasi-experimental designs and randomized trials are needed. More consistent reporting of evaluation results that permits meta-analysis of effects is needed.
Economic (business) cycles are some of the most noted features of market economies, also ranked among the most serious of economic problems. Despite long historical persistence, the nature and the origin of business cycles remain controversial. In this paper we investigate the problem of the nature of business cycles from the positions of the market systems viewed as complex systems of many interacting market agents. We show that the development of cyclic instabilities in these settings can be traced down to just two fundamental factors - the competition of market agents for market shares in the settings of an open market, and the depression of market caused by accumulation of durable overproduced commodities on the market. These findings present the problem of business cycles in a new light as a systemic property of efficient market systems emerging directly from the free market competition itself, and existing in market economies at a very fundamental level.
Economic (business) cycles are some of the most noted features of market economies, also ranked among the most serious of economic problems. Despite long historical persistence, the nature and the origin of business cycles remain controversial. In this paper we investigate the problem of the nature of business cycles from the positions of the market systems viewed as complex systems of many interacting market agents. We show that the development of cyclic instabilities in these settings can be traced down to just two fundamental factors – the competition of market agents for market shares in the settings of an open market, and the depression of market caused by accumulation of durable overproduced commodities on the market. These findings present the problem of business cycles in a new light as a systemic property of efficient market systems emerging directly from the free market competition itself, and existing in market economies at a very fundamental level. PMID:24505319
Plomp, H N; van der Wal, G; Weel, A N
Between 1993 and 1998 a fundamental reform of the social security system and Occupational Health Services (OHSs) in the Netherlands was implemented in order to lower the relatively high sickness and disability rates. The principle of the government policy is to impose the financial consequences of incapacity for work as much as possible on those who cause it: employers and employees. The reform implies the creation of a market in both fields. Joining an OHS was made mandatory for all employers by ultimately the first of January 1998. Price and product competition between different suppliers of OHSs is promoted. This implies an explosive increase of the target population and the rise of commercial OHSs (which in 1997 provided for 570,000 employees). Other OHSs originated from industrial insurance boards (over 2 million) or from industrial health services (over 3 million). The change of system has increased the economic importance of sickness and health. The number of persons incapable for work has meanwhile grown, risk avoidance by enterprises being one of the causes. Owing to the enhanced interference of employers with absenteeism, the health care system is being asked for specific measures for employees and better contacts between industrial physicians and treating physicians.
Kunze, Michael; Kunze, Ursula
Vaccination can only be offered effectively to the general public by the means of social marketing. Experience gained with tick-borne encephalitis (TBE) in Austria will be used to demonstrate the need and importance of this public health tool. After the realisation that only mass vaccination would effect a decrease in the number of TBE cases, a nation-wide TBE vaccination programme was initiated in 1981. Since then there has been a dramatic decrease in the incidence of TBE. The annual TBE-vaccination campaign is by far the most visible of all public health programmes in Austria and has been instrumental in reaching the present vaccination rate of 86% in this country. Outside of Austria TBE is rapidly becoming a growing public health problem in Europe and other parts of the world. In order to effectively contribute toward public health in general and, in specific, to encourage the control of TBE, an international effort was launched with the aim of alleviating this situation. As a first step towards this objective, renowned international experts on TBE created a new body: The International Scientific Working Group on Tick-Borne Encephalitis (ISW-TBE). This Working Group is comprised of internationally recognised scientific experts from endemic and non-endemic regions with extensive personal expertise in the field of TBE and a high level of commitment to improving the knowledge of and response to TBE.
Nowak, Glen J; Gellin, Bruce G; MacDonald, Noni E; Butler, Robb
Many countries and communities are dealing with groups and growing numbers of individuals who are delaying or refusing recommended vaccinations for themselves or their children. This has created a need for immunization programs to find approaches and strategies to address vaccine hesitancy. An important source of useful approaches and strategies is found in the frameworks, practices, and principles used by commercial and social marketers, many of which have been used by immunization programs. This review examines how social and commercial marketing principles and practices can be used to help address vaccine hesitancy. It provides an introduction to key marketing and social marketing concepts, identifies some of the major challenges to applying commercial and social marketing approaches to immunization programs, illustrates how immunization advocates and programs can use marketing and social marketing approaches to address vaccine hesitancy, and identifies some of the lessons that commercial and non-immunization sectors have learned that may have relevance for immunization. While the use of commercial and social marketing practices and principles does not guarantee success, the evidence, lessons learned, and applications to date indicate that they have considerable value in fostering vaccine acceptance.
Dietrich, Timo; Rundle-Thiele, Sharyn; Leo, Cheryl; Connor, Jason
Background: According to commercial marketing theory, a market orientation leads to improved performance. Drawing on the social marketing principles of segmentation and audience research, the current study seeks to identify segments to examine responses to a school-based alcohol social marketing program. Methods: A sample of 371 year 10 students…
Marcell, Kristin; Agyeman, Julian; Rappaport, Ann
A community-based social marketing (CBSM) campaign to reduce student electricity use and greenhouse gas emissions was undertaken at Tufts University in Medford, Massachusetts. Social marketing methods follow a commercial marketing model and involve market research into the planning, pricing, communication, distribution, and evaluation of methods…
This paper analyzes the effects of German labor market reforms on the competitiveness and performance of the German economy. The contribution starts with giving some background information on the rationale behind the reforms and stresses the specific structure of the German economy. We then describe the salient effects of the reforms for…
Kikumbih, Nassor; Hanson, Kara; Mills, Anne; Mponda, Hadji; Schellenberg, Joanna Armstrong
There is a growing appreciation of the role of the private sector in expanding the use of key health interventions. At the policy level, this has raised questions about how public sector resources can best be used to encourage the private sector in order to achieve public health impact. Social marketing has increasingly been used to distribute public health products in developing countries. The Kilombero and Ulanga Insecticide-Treated Net Project (KINET) project used a social marketing approach in two districts of Tanzania to stimulate the development of the market for insecticide-treated mosquito nets (ITNs) for malaria control. Using evidence from household surveys, focus group discussions and a costing study in the intervention area and a control area, this paper examines two issues: (1) How does social marketing affect the market for ITNs, where this is described in terms of price and coverage levels; and (2) What does the added cost of social marketing "buy" in terms of coverage and equity, compared with an unassisted commercial sector model? It appears that supply improved in both areas, although there was a greater increase in supply in the intervention area. However, the main impact of social marketing on the market for nets was to shift demand in the intervention district, leading to a higher coverage market outcome. While social marketing was more costly per net distributed than the unassisted commercial sector, higher overall levels of coverage were achieved in the social marketing area together with higher coverage of the lowest socioeconomic group, of pregnant women and children under 5 years, and of those living on the periphery of their villages. These findings are interpreted in the context of Tanzania's national plan for scaling up ITNs.
Gregoir, Stéphane; Maury, Tristan-Pierre
Disability may impact on employment through entitlement to social housing. Estimates of an original dynamic panel data model of disability, labour market and housing tenure transitions in England indicate that up to one-quarter of the lower employment probability of the disabled can be attributed to the effect of qualifying for social housing. Short-lived disabilities can result in long spells in social housing that reduce incentives to participate in the labour market. This suggests that authorities should reform the welfare system and the allocation of social housing to limit the persistent and unfavourable consequences of allocating social housing to the disabled.
Brocato, E. Deanne; White, Nathan James; Bartkus, Kenneth; Brocato, Ashley Ann
Given the presumed importance of social media to marketing, along with the apparent lack of research concerning social media curriculum development, the purpose of this study is to conduct a systematic analysis of social media curriculum through the evaluation of undergraduate course syllabi in the United States. This research is intended to…
Alia, Kassandra A; Freedman, Darcy A; Brandt, Heather M; Browne, Teri
Identifying potential mechanisms connecting farmers' market interventions with health, economic, and community outcomes could inform strategies for addressing health disparities. The present study used social network theory to guide the in-depth examination of naturally occurring social interactions at a farmers' market located at a federally qualified health center located in a rural, low-income community. Trained observers recorded 61 observation logs at the market over 18 weeks. Thematic analysis revealed a range of actors and nonhuman facilitators instrumental to the farmers' market context. These actors connected with one another for communication and relationship development, economic and financial exchange, education, resource sharing, community ownership of the farmers' market, and conflict resolution. These interactions provided opportunities for social networks to develop among attendees, which may have facilitated the acquisition of social supports related to improved health, economic and community outcomes. Results provide insight into the role social networks may play in mediating the relationship between a farmers' market intervention and individual benefits. Findings also contribute to defining the typology of social networks, which may further disentangle the complex relationships between social networks and health outcomes. Future research should identify strategies for purposefully targeting social networks as a way to reduce diet-related health disparities.
Atkinson, Robert D.
The recession has fueled calls in Congress to extend and expand unemployment insurance (UI) benefits. Although UI expansion is needed in the short run, the program is also in need of more fundamental and permanent reform to transform it from an industrial era program to one that is better suited for the New Economy. Policymakers must take the…
Potter, Sharyn J; Stapleton, Jane G
The Know Your Power™ social marketing campaign images model active bystander behaviors that target audience members can use in situations where sexual and relationship violence and stalking are occurring, have occurred, or have the potential to occur. In this practitioner note, we describe strategies that we have used to engage target audience members in the development of the social marketing campaign that we hope can be used by practitioners. We give examples from the development and evaluation of the Know Your Power(TM) social marketing campaign that used focus group and other types of feedback from the target audience to inform the direction of the campaign.
Lombardo, Anthony P; Léger, Yves A
The Canadian "Think Again" social marketing HIV/AIDS prevention campaign, adapted from an American effort, encourages gay men to rethink their assumptions about their partners' HIV statuses and the risks of unsafe sex with them. To improve future efforts, existing HIV/AIDS prevention initiatives require critical reflection. While a formal evaluation of this campaign has been carried out elsewhere, here we use the campaign as a social marketing case study to illustrate its strengths and weaknesses, as a learning tool for other campaigns. After describing the campaign and its key results, we assess how it utilized central tenets of the social marketing process, such as formative research and the marketing mix. We then speak to the importance of theoretical influence in campaign design and the need to account for social-contextual factors in safer sex decision making. We conclude with a summary of the lessons learned from the assessment of this campaign.
Andreason, Alan R
The mental health problems of children are of increasing social concern. Many best practices have been developed but often not implemented. Social marketing has been suggested as an innovative, useful approach to this challenge-along with others in the health care field. However, much confusion exists over what the approach entails, where it has been applied and how it can be adapted to significant social challenges such as changing mental health practices directed at youth and adolescents. This article defines key terms, offers historical perspective and provides a specific approach and set of models to implement an effective social marketing strategy in a range of contexts.
North, M. J.; Decision and Information Sciences
Complex Adaptive Systems (CAS) can be applied to investigate large-scale socio-cognitive-technical systems. Viewing such systems from a multi-agent social and organizational perspective allows innovative computational policy analysis. Argonne National Laboratory (ANL) has taken such a perspective to produce an integrated model of the electric power and natural gas markets. This model focuses on the organizational interdependencies between these markets. These organizational interdependencies are being strained by fundamental market transformations.
Mobile communications are being used for many purposes, from instant messaging (IM), mobile or microblogging (Twitter), social networking sites (Facebook, MySpace), e-mail to basic voicemail. A brief background on cell phone and mobile technology use in public health is reviewed. The focus of the article is framing the use of mobile technologies in public health from a social marketer's perspective--using the 4 Ps marketing mix as a guide.
Academy for Educational Development, Washington, DC.
This document examines some of the key issues raised during the second Washington Roundtable on Social Marketing, convened by the Academy for Educational Development (AED) in 1998. AED invited participants to examine whether the interactive technologies that are revolutionizing commercial marketing--personal computers, the Internet (especially the…
Siddike, Md. Abul Kalam; Kiran, K.
The main objective of this study is to investigate the perceptions of academic librarians towards the marketing of library services through social networking sites (SNSs) and their understanding of using electronic word-of-mouth (eWOM) as a marketing tool in academic libraries. This study follows a qualitative data-gathering approach of structured…
Reports have shown how behavioural marketing through social media sites is heavily dominated by soft drink and fast food franchises, with additional concern arising due to the direct targeting of this marketing at 13 to 17-year-olds. Dr Simon Williams from Northwestern University, Chicago, USA suggests ways in which the medical community can tackle this threat to public health.
Dauvergne, Peter; Neville, Kate J
The global political economy of biofuels emerging since 2007 appears set to intensify inequalities among the countries and rural peoples of the global South. Looking through a global political economy lens, this paper analyses the consequences of proliferating biofuel alliances among multinational corporations, governments, and domestic producers. Since many major biofuel feedstocks - such as sugar, oil palm, and soy - are already entrenched in industrial agricultural and forestry production systems, the authors extrapolate from patterns of production for these crops to bolster their argument that state capacities, the timing of market entry, existing institutions, and historical state-society land tenure relations will particularly affect the potential consequences of further biofuel development. Although the impacts of biofuels vary by region and feedstock, and although some agrarian communities in some countries of the global South are poised to benefit, the analysis suggests that already-vulnerable people and communities will bear a disproportionate share of the costs of biofuel development, particularly for biofuels from crops already embedded in industrial production systems. A core reason, this paper argues, is that the emerging biofuel alliances are reinforcing processes and structures that increase pressures on the ecological integrity of tropical forests and further wrest control of resources from subsistence farmers, indigenous peoples, and people with insecure land rights. Even the development of so-called 'sustainable' biofuels looks set to displace livelihoods and reinforce and extend previous waves of hardship for such marginalised peoples.
Bacile, Todd J.
This paper discusses a newly developed class project to aid students in their social media knowledge and experience. "The Klout Challenge" uses a social media influence metric from Klout.com to assess students' level of engagement with others through social media sites. This project produces multiple benefits for students. Students…
Gross, Elizabeth B.; Proffitt, Dennis
Survival for any organism, including people, is a matter of resource management. To ensure survival, people necessarily budget their resources. Spatial perceptions contribute to resource budgeting by scaling the environment to an individual’s available resources. Effective budgeting requires setting a balance of income and expenditures around some baseline value. For social resources, this baseline assumes that the individuals are embedded in their social network. A review of the literature supports the proposal that our visual perceptions vary based on the implicit budgeting of physical and social resources, where social resources, as they fluctuate relative to a baseline, can directly alter our visual perceptions. PMID:24312039
This document presents an interview in which AIDSCAP private-sector officer Duncan Earle discusses how condom social marketing contributes to AIDS prevention efforts. Condom social marketing uses commercial marketing techniques to promote condom use by making them more accessible and affordable. Thus, condoms are sold where people can purchase them without embarrassment (often by street hawkers) or where they may be needed in impulsive situations (in bars, hotels, and nightclubs). Social marketing relies on such marketing techniques as identifying wholesalers, assisting wholesalers with sales, creating point-of-purchase advertising, and developing attractive packaging. Prices are based on rough formulas derived from per capita gross national product and the prices people are willing to pay for such products as matches, cigarettes, candy, and aspirin. Quality is assured if the condoms are obtained through the US Agency for International Development's procurement system. Samples of condoms obtained from other sources are submitted for quality testing. The success of social marketing programs can be determined by examining sales and resupply. Cost effectiveness is determined by the cost of delivering 100 condoms (1 couple-year of protection). While social marketing would be more cost effective without expenditures on advertising, it would be less effective overall. Some barriers that must be overcome to market condoms include laws outlawing the sale or advertising of condoms, duties and customs' surcharges on imported condoms (which, in some cases, increase the cost 33%), and religious objections to contraception. As well as selling condoms, social marketing programs educate people about AIDS using any kind of media available.
Anthropology and global health have long been a focus of research for both biological and medical anthropologists. Research has looked at physiological adaptations to high altitudes, community responses to water-borne diseases, the integration of traditional and biomedical approaches to health, global responses to HIV/AIDS, and more recently, to the application of cultural approaches to the control of the Ebola epidemic. Academic anthropology has employed theory and methods to extend knowledge, but less often to apply that knowledge. However, anthropologists outside of the academy have tackled global health issues such as family planning and breast-feeding by bringing together applied medical anthropology and social marketing. In 2014, that potent and provocative combination resulted in the University of South Florida in Tampa, Florida being made the home of an innovative center designed to combine academic and applied anthropology with social marketing in order to facilitate social change. This article discusses how inter- and intra-disciplinary research/application has led to the development of Florida's first World Health Organization Collaborating Center (WHO CC), and the first such center to focus on social marketing, social change and non-communicable diseases. This article explains the genesis of the Center and presents readers with a brief overview, basic principles and applications of social marketing by reviewing a case study of a water conservation project. The article concludes with thoughts on the ecology of collaboration among global health, medical anthropology and social marketing practitioners.
Hou, Rui; Wu, Jiawen; Du, Helen S.
To explain the competition phenomenon and results between QQ and MSN (China) in the Chinese instant messaging software market, this paper developed a new population competition model based on customer social network. The simulation results show that the firm whose product with greater network externality effect will gain more market share than its rival when the same marketing strategy is used. The firm with the advantage of time, derived from the initial scale effect will become more competitive than its rival when facing a group of common penguin customers within a social network, verifying the winner-take-all phenomenon in this case.
Firestone, Rebecca; Rowe, Cassandra J; Modi, Shilpa N; Sievers, Dana
Social marketing is a commonly used strategy in global health. Social marketing programmes may sell subsidized products through commercial sector outlets, distribute appropriately priced products, deliver health services through social franchises and promote behaviours not dependent upon a product or service. We aimed to review evidence of the effectiveness of social marketing in low- and middle-income countries, focusing on major areas of investment in global health: HIV, reproductive health, child survival, malaria and tuberculosis. We searched PubMed, PsycInfo and ProQuest, using search terms linking social marketing and health outcomes for studies published from 1995 to 2013. Eligible studies used experimental or quasi-experimental designs to measure outcomes of behavioural factors, health behaviours and/or health outcomes in each health area. Studies were analysed by effect estimates and for application of social marketing benchmark criteria. After reviewing 18 974 records, 125 studies met inclusion criteria. Across health areas, 81 studies reported on changes in behavioural factors, 97 studies reported on changes in behaviour and 42 studies reported on health outcomes. The greatest number of studies focused on HIV outcomes (n = 45) and took place in sub-Saharan Africa (n = 67). Most studies used quasi-experimental designs and reported mixed results. Child survival had proportionately the greatest number of studies using experimental designs, reporting health outcomes, and reporting positive, statistically significant results. Most programmes used a range of methods to promote behaviour change. Programmes with positive, statistically significant findings were more likely to apply audience insights and cost-benefit analyses to motivate behaviour change. Key evidence gaps were found in voluntary medical male circumcision and childhood pneumonia. Social marketing can influence health behaviours and health outcomes in global health; however evaluations
Ehlen, M. A.
There has been considerable interest lately in using public markets for buying and selling the rights to local water usage. Such water rights markets, if designed correctly, should be socially optimal, that is, should sell rights at prices that reflect the true value of water in the region, taking into account that water rights buyers and sellers represent a disparate group of private industry, public authorities, and private users, each having different water needs and different priority to local government. Good market design, however, is hard. As was experienced in California short-run electric power markets, a market design that on paper looks reasonable but in practice is mal-constructed can have devastating effects: firms can learn to manipulate prices by `playing' both sides of the market, and sellers can under-provide so as to create exorbitant prices which buyers have no choice but to pay. Economic theory provides several frameworks for developing a good water rights market design; for example, the structure-conduct-performance paradigm (SCPP) suggests that, among other things, the number and types of buyers and sellers (structure), and transaction clearing rules and government policies (conduct) affect in very particular ways the prices and quantities (performance) in the market. In slow-moving or static markets, SCPP has been a useful predictor of market performance; in faster markets the market dynamics that endogenously develop over time are often too complex to predict with SCPP or other existing modeling techniques. New, more sophisticated combinations of modeling and simulation are needed. Toward developing a good (i.e., socially optimal) water rights market design that can take into account the dynamics inherent in the water sector, we are developing an agent-based model of water rights markets. The model serves two purposes: first, it provides an SCPP-based framework of water rights markets that takes into account the particular structure of
Sax, Hugo; Longtin, Yves; Alvarez-Ceyssat, Raymonde; Bonfillon, Chantal; Cavallero, Sabrina; Dayer, Pierre; Ginet, Claude; Herrault, Pascale
Although a large proportion of healthcare-associated infections are avoidable, healthcare workers do not always practice evidence-based preventive strategies. Marketing technologies might help to improve patient safety. This article presents the basic principles of marketing and its potential use to promote good infection control practices. The marketing mix (Product, Price, Place, and Promotion) should be taken into account to induce behaviour change. By placing the emphasis on the perceived "profits" for healthcare workers the approach might lose its moral aspect and gain in effectiveness. VigiGerme, a non-commercial registered trademark, applies social marketing techniques to infection control and prevention.
Campbell, M A; Finlay, S; Lucas, K; Neal, N; Williams, R
Tackling smoking is an integral component of efforts to improve health outcomes in Aboriginal communities. Social marketing is an effective strategy for promoting healthy attitudes and influencing behaviours; however, there is little evidence for its success in reducing smoking rates in Aboriginal communities. This paper outlines the development, implementation and evaluation of Kick the Habit Phase 2, an innovative tobacco control social marketing campaign in Aboriginal communities in New South Wales (NSW). The Aboriginal Health & Medical Research Council worked with three Aboriginal communities and a creative agency to develop locally tailored, culturally relevant social marketing campaigns. Each community determined the target audience and main messages, and identified appropriate local champions and marketing tools. Mixed methods were used to evaluate the campaign, including surveys and interviews with community members and Aboriginal Community Controlled Health Service staff. Community survey participants demonstrated high recall of smoking cessation messages, particularly for messages and images specific to the Kick the Habit campaign. Staff participating in interviews reported an increased level of interest from community members in smoking cessation programs, as well as increased confidence and skills in developing further social marketing campaigns. Aboriginal community-driven social marketing campaigns in tobacco control can build capacity, are culturally relevant and lead to high rates of recall in Aboriginal communities.
Krause, Sebastian M; Bornholdt, Stefan
In the spirit of behavioral finance, we study the process of opinion formation among investors using a variant of the two-dimensional voter model with a tunable social temperature. Further, a feedback acting on the temperature is introduced, such that social temperature reacts to market imbalances and thus becomes time dependent. In this toy market model, social temperature represents nervousness of agents toward market imbalances representing speculative risk. We use the knowledge about the discontinuous generalized voter model phase transition to determine critical fixed points. The system exhibits metastable phases around these fixed points characterized by structured lattice states, with intermittent excursions away from the fixed points. The statistical mechanics of the model is characterized, and its relation to dynamics of opinion formation among investors in real markets is discussed.
Krause, Sebastian M.; Bornholdt, Stefan
In the spirit of behavioral finance, we study the process of opinion formation among investors using a variant of the two-dimensional voter model with a tunable social temperature. Further, a feedback acting on the temperature is introduced, such that social temperature reacts to market imbalances and thus becomes time dependent. In this toy market model, social temperature represents nervousness of agents toward market imbalances representing speculative risk. We use the knowledge about the discontinuous generalized voter model phase transition to determine critical fixed points. The system exhibits metastable phases around these fixed points characterized by structured lattice states, with intermittent excursions away from the fixed points. The statistical mechanics of the model is characterized, and its relation to dynamics of opinion formation among investors in real markets is discussed.
Yu, Pattie; Waller, Karen
For years now, social change leaders have applied marketing principles to move and motivate their target audiences to change attitudes and ultimately and ideally behavior. By making the consumer the focus of the program, understanding the benefits and barriers for participating, and engaging in the marketing mix of product, price, promotion, and place, social marketers have been successful in applying this framework to clinical trial recruitment. A comprehensive recruitment plan will address the goal, objective,target, strategy, tactics, and evaluation that center around tested messages, disseminated through a host of communications channels including media and the "new" news media. The heart of social marketing, whether a public engagement campaign or a clinical trial recruitment effort, is always about them, not about you. Keeping focused on the target audience, their desires and concerns and channeling compelling messages through creative, motivating ways to engage them will help ensure a successful effort.
Bernal, Jose Luis
This paper is part of a research project into parental choice, social class and market forces carried out by a team in Zaragoza (Spain). The main objective was to evaluate parents' choice of school and the consequences this may produce in terms of social exclusion and inequality. Additionally, our aim was to determine whether certain populations,…
McCorkle, Denny E.; McCorkle, Yuhua Li
With the rapid growth of social networking and media comes their consideration for use in the marketing classroom. Social networking skills are becoming essential for personal branding (e.g., networking, self-marketing) and corporate/product branding (e.g., marketing communication). This paper addresses the use of LinkedIn (i.e., an online…
The logic of political economy depends on a domestic metaphor, using the "oikos" or household as a model for the "polis." Historically, this metaphor has imagined citizens as the children of a paternal state. However during the 2008 housing crisis, this metaphor was turned upside down, depicting citizens as the parents of infantile state…
In "The (unfortunate) complexity of the economy" (April pp28-32) Jean-Philippe Bouchaud presents clear evidence that traditional assumptions of rational markets have to be abandoned. The old investor slogan "buy on promise, sell on rumour" quickly magnifies a downturn into a crisis, which triggers two questions. If physics-based models are applied (beyond understanding and prediction) to actual market decisions, does this make the economy more or less stable? And, is this cause for stronger regulation?
Background Citizens of high income countries rely on highly regulated medicines markets. However low income countries' impoverished populations generally struggle for access to essential medicines through out-of-pocket purchase on poorly regulated markets; results include ill health, drug resistance and further impoverishment. While the role of health facilities owned by non-governmental organisations (NGOs) in low income countries is well documented, national and international wholesaling of essential medicines by NGOs is largely unstudied. This article describes and assesses the activity of NGOs and social enterprise in essential medicines wholesaling. Methods The article is based on a set of interviews conducted in 2006-8 with trading NGOs and social enterprises operating in Europe, India and Tanzania. The analysis applies socio-legal and economic perspectives on social enterprise and market regulation. Results Trading NGOs can resist the perverse incentives inherent in medicines wholesaling and improve access to essential medicines; they can also, in definable circumstances, exercise a broader regulatory influence over their markets by influencing the behaviour of competitors. We explore reasons for success and failure of social enterprise in essential medicines wholesaling, including commercial manufacturers' market response; social enterprise traders' own market strategies; and patterns of market advantage, market segmentation and subsidy generated by donors. Conclusions We conclude that, in the absence of effective governmental activity and regulation, social enterprise wholesaling can improve access to good quality essential medicines. This role should be valued and where appropriate supported in international health policy design. NGO regulatory impact can complement but should not replace state action. PMID:21356076
Buchholz, Sandra; Blossfeld, Hans-Peter
In times of globalization, modern societies' labor markets have been marked by an increasing segmentation and growing social inequality. Youths in particular have experienced a worsening of their employment chances in the past three decades. However, what will the future bring?
Corrigan, Patrick W
This column describes strategic stigma change (SSC), which comprises five principles and corresponding practices developed as a best practice to erase prejudice and discrimination associated with mental illness and promote affirming behaviors and social inclusion. SSC principles represent more than ten years of insights from the National Consortium on Stigma and Empowerment. The principles, which are centered on consumer contact that is targeted, local, credible, and continuous, were developed to inform the growth of large-scale social marketing campaigns supported by governments and nongovernmental organizations. Future social marketing efforts to address stigma and the need for evidence to determine SSC's penetration and impact are also discussed.
Gracia-Marco, Luis; Moreno, Luis A.; Vicente-Rodríguez, Germán
Obesity, mainly childhood obesity, is a worldwide concern. Childhood obesity continues to adulthood, and it is associated with multiple noncommunicable diseases. One important aspect in the fight against obesity is prevention, the earlier, the better. Social marketing is a novel concept being increasingly used as an approach to address social problems and more and more included in the community-based interventions aiming to change unhealthy behaviors. Although there is limited evidence of its effectiveness, it seems that when conscientiously applied, social marketing principles may be useful to change behaviors and thus better health outcomes. PMID:22798001
Caruso, Eugene M; Vohs, Kathleen D; Baxter, Brittani; Waytz, Adam
The present research tested whether incidental exposure to money affects people's endorsement of social systems that legitimize social inequality. We found that subtle reminders of the concept of money, relative to nonmoney concepts, led participants to endorse more strongly the existing social system in the United States in general (Experiment 1) and free-market capitalism in particular (Experiment 4), to assert more strongly that victims deserve their fate (Experiment 2), and to believe more strongly that socially advantaged groups should dominate socially disadvantaged groups (Experiment 3). We further found that reminders of money increased preference for a free-market system of organ transplants that benefited the wealthy at the expense of the poor even though this was not the prevailing system (Experiment 5) and that this effect was moderated by participants' nationality. These results demonstrate how merely thinking about money can influence beliefs about the social order and the extent to which people deserve their station in life.
Kohen, Andrew I.; And Others
The first two-thirds of the document is a bibliography on women in the labor market which is divided into 27 categories and sub-categories, the major headings of which are: historical perspective, the supply of female labor in the labor market, earnings of women workers, occupations of women workers (covers occupational distribution, academic and…
is counter productive as the pricing de-motivates clients who usually have other pressing needs to address and segmentation limits coverage. Social marketing is thus more relevant to developed economies where absolute poverty no longer exist and people can afford to pay for health services. Malaria in sub-Saharan Africa needs a "carpet bombing" strategy. It was also concluded that for Sub-Saharan countries to effectively address the MDG six on malaria, and implement the Abuja Summit and the Roll Back Malaria partnership declarations, it requires a high degree of political commitment, amongst others, to enable the vulnerable communities have access to free malaria treatment related drugs. Partners in the fight against malaria such as PSI should adopt a more eclectic intervention strategy, and be cognizant of the fact that the strategy that works for Africa should be that which is based on strict equity and stimulates demand for ITNs. The paper concludes by agreeing with Professors Curtis and Sachs that comprehensive malaria control in Africa is achievable by 2010, at the minimal cost if sound principles of public health and economics are observed. Millions of lives can be saved and Africa will be given vital help in escaping from the viscous circle of poverty and diseases that continue to grip the continent. The target for all intervention efforts should be to eliminate the cost factor and ensure free distribution of all malaria related treatment products.
Reserves Page 9 GAO/HRD.89-44 Socia Security Trust Fund Reserves Contents Letter 1 Appendix I 14 The Trust Fund Introduction 14Reserve Accumulation...accumulation developed gradually following passage of the 1983 Amendments to the Social Security Act. Since then, social security experts and media analysts...made, increasing the trust funds’ balances. The general fund of the Treasury actually receives the money, Page 16 GAO/HRD-9.44 Socia Security Trust
Bask, Miia; Bask, Mikael
We show that the Matthew effect, or Matthew mechanism, was present in the artificial cultural market Music Lab in one-fourth of the “worlds” when social influence between individuals was allowed, whereas this effect was not present in the “world” that disallowed social influence between individuals. We also sketch on a class of social network models, derived from social influence theory, that may generate the Matthew effect. Thus, we propose a theoretical framework that may explain why the most popular songs could be much more popular, and the least popular songs could be much less popular, than when disallowing social influence between individuals.
The degree to which social well-being is predicated upon levels of material consumption remains under-examined from a large-N, quantitative perspective. The present study analyzes the factors influencing levels of maternal mortality in 2005 among 92 peripheral countries. We incorporate into regression analysis the ecological footprint, a comprehensive measure of natural resource consumption, and alternative explanatory variables drawn from previous research. Results illustrate ecological footprint consumption has a moderately strong direct influence shaping lower levels of maternal mortality. Path analysis reveals export commodity concentration has a negative effect on level of ecological footprint demand net the strong positive influence of income per capita. This illustrates cross-national trade dependency relations directly influence natural resource consumption opportunities and thereby indirectly contribute to higher maternal mortality levels within the periphery of the world economy. The results confirm material consumption is an important dimension of improvement in maternal mortality.
Maibach, Edward W
The lack of routine physical activity has become an all too pervasive health threat in the United States. Social marketing can be used directly to promote increased physical activity among people who have access to active living options (e.g., safe and convenient sidewalks or bike paths). A second, albeit indirect, use of social marketing to promote physical activity--and the focus of this article--involves promoting behaviors that influence the built environment for the purpose of increasing people's access to active living options. This use of social marketing involves changing the behavior of consumers, developers, distribution channels (e.g., real estate agents) and policy makers. The approach offers public health and other organizations a disciplined, consumer-focused means of mobilizing their available resources in a manner that maximizes the odds of creating active living communities. These means include understanding the competition, understanding target markets, creating mutually beneficial exchanges, segmenting markets and targeting them based on anticipated return. This article identifies specific opportunities for applying the social marketing approach to create active living communities, and identifies opportunities at the state and national level that will enhance the effectiveness of local efforts.
Golden, L L; Johnson, K
Previous literature provides insight into the importance of beliefs and other intrapersonal variables for health-related information acquisition and behavioral change. The results of an empirical investigation evidence the unique strength of the role of core health beliefs for each of the multi-level measures. Directions for the development of effective marketing strategy are discussed.
Dumay, Xavier; Dupriez, Vincent
Over the past few decades, the figure of the market has clearly made its way into the field of education. For some authors, it represents an alternative to regulation by the public authorities, a different form of co-ordination which is better able to meet the objectives of the education systems. Through a secondary analysis of the PISA 2006…
Neville, Stephen; Adams, Jeffery; Holdershaw, Judith
The turn of the century has seen an increase in reported cases of sexually transmitted infections including the human immunodeficiency virus, particularly in groups of men who have sex with men. Both internationally and in New Zealand the implementation of social marketing human immunodeficiency virus prevention programmes are identified as appropriate mechanisms to promote condom use in men who have sex with men. This paper presents a review of the literature on research-based social marketing initiatives designed to decrease sexually transmitted infections, including the human immunodeficiency virus, through an increase in condom use by men who have sex with men. Eleven quality assured articles met the inclusion criteria and were consequently included in the review. The review presented here strongly supports the utilisation of behaviourally based social marketing campaigns to increase condom use in men who have sex with men. Nurses are frequently first point of contact for consumers of health services. As such they need to have a sound understanding of not only Get it On!, a New Zealand social marketing campaign designed to promote condom use, but also about existing international campaigns. Nurses should also know about social marketing principles if they are to effect positive changes in condom use and address the complex challenges inherent in tackling increased rates of sexually transmitted infections, including the human immunodeficiency virus.
Bryant, C; Kent, E B; Lindenberger, J; Schreiher, J M; Canright, M W; Cole, S; Uccellani, V; Brown, C A; Blair, R C; Bustillo-Hernandez, M M
The key to a successful social marketing approach to health care is continually listening to consumers' feedback and being willing to change the health product or service according to their needs and preferences. This approach can increase the likelihood of consumers being satisfied with, and continuing to utilize or provide the particular health service.
Potter, Sharyn J.; Moynihan, Mary M.; Stapleton, Jane G.
Bystander-focused in person sexual violence prevention programs provide an opportunity for skill development among bystanders and for widening the safety net for survivors. A social marketing campaign was designed modeling prosocial bystander behavior and using content familiar to target audience members by staging and casting scenes to look…
James, Katie J.; Albrecht, Julie A.; Litchfield, Ruth E.; Weishaar, Christopher A.
Foodborne illnesses remain a common problem in the United States. Focus group results indicated that lack of knowledge and improper handling of leftovers were common among food preparers in families with young children. The USDA-recommended storage time for leftovers was used to develop and conduct a food safety social marketing campaign, "4…
Lai, Ming-Ming; Lein, Shi-Ying; Lau, Siok-Hwa; Lai, Ming-Ling
This paper empirically tested eight key features of WHO guidelines to age-friendly community by surveying 211 informal caregivers and 402 self-care adults (aged 45 to 85 and above) in Malaysia. We examined the associations of these eight features with active aging and social connectedness through exploratory and confirmatory factor analyses. A structural model with satisfactory goodness-of-fit indices (CMIN/df = 1.11, RMSEA = 0.02, NFI = 0.97, TLI = 1.00, CFI = 1.00, and GFI = 0.96) indicates that transportation and housing, community support and health services, and outdoor spaces and buildings are statistically significant in creating an age-friendly environment. We found a statistically significant positive relationship between an age-friendly environment and active aging. This relationship is mediated by social connectedness. The results indicate that built environments such as accessible public transportations and housing, affordable and accessible healthcare services, and elderly friendly outdoor spaces and buildings have to be put into place before social environment in building an age-friendly environment. Otherwise, the structural barriers would hinder social interactions for the aged. The removal of the environmental barriers and improved public transportation services provide short-term solutions to meet the varied and growing needs of the older population.
Edwards, Keith E.
Sustainability initiatives in higher education in general and student affairs specifically must recognize the impact of one's present decisions on environmental health, social justice, and economic strength. Efforts must push beyond "green" ideas to identify solutions that move toward a future that is environmentally capable, more just and…
Lai, Ming-Ming; Lein, Shi-Ying; Lau, Siok-Hwa; Lai, Ming-Ling
This paper empirically tested eight key features of WHO guidelines to age-friendly community by surveying 211 informal caregivers and 402 self-care adults (aged 45 to 85 and above) in Malaysia. We examined the associations of these eight features with active aging and social connectedness through exploratory and confirmatory factor analyses. A structural model with satisfactory goodness-of-fit indices (CMIN/df = 1.11, RMSEA = 0.02, NFI = 0.97, TLI = 1.00, CFI = 1.00, and GFI = 0.96) indicates that transportation and housing, community support and health services, and outdoor spaces and buildings are statistically significant in creating an age-friendly environment. We found a statistically significant positive relationship between an age-friendly environment and active aging. This relationship is mediated by social connectedness. The results indicate that built environments such as accessible public transportations and housing, affordable and accessible healthcare services, and elderly friendly outdoor spaces and buildings have to be put into place before social environment in building an age-friendly environment. Otherwise, the structural barriers would hinder social interactions for the aged. The removal of the environmental barriers and improved public transportation services provide short-term solutions to meet the varied and growing needs of the older population. PMID:27293889
Van Galen, Jane
This essay outlines several ways in which educators might better prepare young people of all backgrounds to understand, enter, and eventually act upon the changing economic landscape. The contributors to this article, which presents perspectives on social class and education in the United States, suggest that one might learn some lessons from the…
McEwan, Cheryl; Bek, David
Despite recent critical analyses of the nature and impacts of social and environmental certification, the increasingly complex landscape of voluntary, industry and third-party codes and certification processes that have emerged in specific sectors is poorly understood. In particular, little is known about the potential threats posed by an…
Abebe, Tatek; Kjorholt, Anne Trine
This article explores the role of children in household livelihoods among the Gedeo ethnic community in Ethiopia. Three themes are discussed--reproductive activities, entrepreneurial work in marketplaces and sociospatial mobility--in the context of recent theoretical debates over children's agency and social competence. With shifts in rural…
Perkins, H Wesley; Linkenbach, Jeffrey W; Lewis, Melissa A; Neighbors, Clayton
This research evaluated the efficacy of a high-intensity social norms media marketing campaign aimed at correcting normative misperceptions and reducing the prevalence of drinking and driving among 21-to-34-year-olds in Montana. A quasi-experimental design was used, such that regions of Montana were assigned to one of three experimental groups: social norms media marketing campaign, buffer, and control. Four random samples of Montanans between the ages of 21 and 34 were assessed at four time points over 18 months via phone surveys. Findings suggest that the social norms media campaign was successful at exposing the targeted population to social norms messages in the counties within the intervention region. Moreover, results demonstrate the campaign reduced normative misperceptions, increased use of designated drivers, and decreased drinking and driving among those young adults in counties within the intervention region. Social norms media marketing can be effective at changing drinking-related behaviors at the population level. This research provides a model for utilizing social norms media marketing to address other behaviors related to public health.
Recent social policy reforms in South Korea indicate a progressive shift by a conservative government to modify the familialistic male breadwinner model that informs its welfare regime. The Korean government has demonstrated support for women through an increase in the provision, regulation and coordination of childcare and workplace support programmes for working parents. At the same time, labour market reforms have also created more pressures on women to seek and maintain paid work outside the home. Conflicting social and economic policy objectives have resulted in a confusing mix of policies, advancing and impeding gender equality at the same time. This contribution examines the recent family–work reconciliation policy reforms in Korea and discusses why these reforms may be good politics but a bad deal for women.
Hayrinen-Alestalo, Marja; Peltola, Ulla
Economy- and technology-driven theories dominate current explanations of social change. The political orientations of the European Union and many of its member states are increasingly based on the idea of knowledge economy where public organisations move towards market-orientation. Among the other producers of knowledge, universities are expected…
Qazi, S; Shaikh, B T
With an estimated half a million cases of malaria annually in Pakistan, and drug resistant cases on the increase, more practical preventive measures such as insecticide-treated bednets are essential. Social marketing through commercial channels has become an important cost-effective means to deliver health products and services to low income people and to motivate them to use these services. It has been demonstrated that social marketing of insecticide-treated bednets has saved the lives of millions of people in malaria-endemic regions at a cost as low as U.S. $2 per person. Social marketing could be an effective strategy for getting insecticide-treated nets to poor communities in Pakistan who are most vulnerable to malaria.
Wass, Sofie; Vimarlund, Vivian
Innovation in healthcare can be associated with social innovation and the mission to contribute to a shared value that benefits not only individuals or organizations but the society as a whole. In this paper, we present the prerequisites of stimulating a market for social innovations by studying the introduction of a national health account. The results show that there is a need to clarify if a national health account should be viewed as a public good or not, to clarify the financial responsibilities of different actors, to establish clear guidelines and to develop regulations concerning price, quality and certification of actors. The ambition to stimulate the market through a national health account is a promising start. However, the challenges have to be confronted in order for public and private actors to collaborate and build a market for social innovations such as a national health account.
Health worker migration theories have tended to focus on labour market conditions as principal push or pull factors. The role of education systems in producing internationally oriented health workers has been less explored. In place of the traditional conceptual approaches to understanding health worker, especially nurse, migration, I advocate global political economy (GPE) as a perspective that can highlight how educational investment and global migration tendencies are increasing interlinked. The Indian case illustrates the globally oriented nature of health care training, and informs a broader understanding of both the process of health worker migration, and how it reflects wider marketization tendencies evident in India's education and health systems. The Indian case also demonstrates how the global orientation of education systems in source regions is increasingly central to comprehending the place of health workers in the global and Asian rise in migration. The paper concludes that Indian corporate health care training systems are increasingly aligned with the production of professionals orientated to globally integrated health human resource labour markets, and our conceptual analysis of such processes must effectively reflect these tendencies.
Lewis, Megan A.; Mitchell, Elizabeth W.; Levis, Denise M.; Isenberg, Karen; Kish-Doto, Julia
Purpose To understand couples’ notions of preconception health (PCH) and to inform the development of social marketing plans focused on PCH. Approach/Design We used a social marketing perspective to understand how couples considered PCH as a product, its potential price, how it should be promoted, and in what type of places it should be promoted. These variables are typically referred to as the four social marketing P’s. Setting Telephone interviews with couples recruited from a national database. Participants A total of 58 couples (116 individuals) were segmented by five couple segments based on pregnancy planning intention and current parental status in which the wife or partner was 18 to 44 years of age. The five segments were combined into three categories: couples who were planning pregnancies, couples who were not planning pregnancies, or couples who were recent parents (interconception). Method Couple-based structured interviews lasting approximately 45 to 60 minutes were conducted via telephone. Questions inquired about couples’ experience with PCH and the four social marketing P’s. Results Commonalities existed across the four social marketing P’s for the different couple segments. Notable couple-related themes that emerged included the importance of couple communication, support, and relationship quality. PCH was more relevant for couples planning a pregnancy, but nonplanning couples understood the benefits of PCH and related behaviors. Conclusion Couples may be an important target audience when considering social marketing approaches for PCH. Many couples perceived the relevance of the issue to important aspects of their lives, such as health, family, and their relationships. PMID:23286659
George, Asha; Iyer, Aditi
The dynamics of informal health markets in marginalised regions are relevant to policy discourse in India, but are poorly understood. We examine how informal health markets operate from the viewpoint of informal providers (those without any government-recognised medical degrees, otherwise known as RMPs) by drawing upon data from a household survey in 2002, a provider census in 2004 and ongoing field observations from a research site in Koppal district, Karnataka, India. We find that despite their illegality, RMPs depend on government and private providers for their training and referral networks. Buffeted by unregulated market pressures, RMPs are driven to provide allopathic commodities regardless of need, but can also be circumspect in their practice. Though motivated by profit, their socially embedded practice at community level at times undermines their ability to ensure payment of fees for their services. In addition, RMPs feel that communities can threaten them via violence or malicious rumours, leading them to seek political favour and social protection from village elites and elected representatives. RMPs operate within negotiated quid pro quo bargains that lead to tenuous reciprocity or fragile trust between them and the communities in which they practise. In the context of this 'unfree' market, some RMPs reported being more embedded in health systems, more responsive to communities and more vulnerable to unregulated market pressures than others. Understanding the heterogeneity, nuanced motivations and the embedded social relations that mark informal providers in the health systems, markets and communities they work in, is critical for health system reforms.
The General Accounting Office (GAO) has responded to a request from Representative John Kasich by requesting that the Energy Information Administration (EIA) use the National Energy Modeling System (NEMS) to estimate the cost to the U.S. economy of reducing oil imports. The analysis summarized by this paper focuses on two approaches toward a target reduction in oil imports: (1) a set of cases with alternative world crude oil price trajectories, and (2) two cases which investigates the use of an oil import fee.
Background Alcohol education aims to increase knowledge on the harm related to alcohol, and to change attitudes and drinking behaviour. However, little (lasting) evidence has been found for alcohol education, in changing alcohol-related attitudes and behaviour. Social marketing uses marketing techniques to achieve a social or healthy goal, and can be used in alcohol education. Social marketing consists of eight principles: customer orientation, insight, segmentation, behavioural goals, exchange, competition, methods mix, and is theory based. This review investigates the application of social marketing in alcohol prevention interventions, and whether application of social marketing influences alcohol-related attitudes or behaviour. Method A literature search was conducted in PubMed, PsychInfo, Cochrane and Scopus. Inclusion criteria were that original papers had to describe the effects of an alcohol prevention intervention developed according to one or more principles of social marketing. No limits were set on the age of the participants or on the kind of alcohol prevention intervention. The abstracts of the 274 retrieved studies were reviewed and the full texts of potentially relevant studies were screened. Results Six studies met the inclusion criteria and were included in this review. These six studies showed associations for the application of social marketing techniques on alcohol-related attitudes or behaviour; one study relates to participation in a drinking event, four to alcohol drinking behaviour, two to driving a car while under the influence of alcohol, two to recognition of campaign messages or campaign logo, and one to awareness of the campaign. However, no associations were also found. In addition, the studies had several limitations related to a control group, response rate and study methodology. Conclusion Based on this review, the effect of applying the principles of social marketing in alcohol prevention in changing alcohol-related attitudes or
Siahpush, Mohammad; Farazi, Paraskevi A.; Kim, Jungyoon; Michaud, Tzeyu L.; Yoder, Aaron M.; Soliman, Ghada; Tibbits, Melissa K.; Nguyen, Minh N.; Shaikh, Raees A.
While most ecological studies have shown that higher levels of point-of-sale (POS) cigarette marketing are associated with larger proportions of residents from lower socioeconomic and minority backgrounds in neighborhoods, there are no studies that examine individual-level social disparities in exposure to POS cigarette marketing among smokers in the United States. Our aim was to examine these disparities in a Midwestern metropolitan area in the United States. We conducted a telephone survey to collect data on 999 smokers. Cigarette marketing was measured by asking respondents three questions about noticing advertisements, promotions, and displays of cigarettes within their respective neighborhoods. The questions were combined to create a summated scale. We estimated ordered logistic regression models to examine the association of sociodemographic variables with exposure to POS cigarette marketing. Adjusted results showed that having a lower income (p < 0.003) and belonging to a race/ethnicity other than “non-Hispanic White” (p = 0.011) were associated with higher levels of exposure to POS cigarette marketing. The results highlight social disparities in exposure to POS cigarette marketing in the United States, which can potentially be eliminated by banning all forms of cigarette marketing. PMID:28009807
Siahpush, Mohammad; Farazi, Paraskevi A; Kim, Jungyoon; Michaud, Tzeyu L; Yoder, Aaron M; Soliman, Ghada; Tibbits, Melissa K; Nguyen, Minh N; Shaikh, Raees A
While most ecological studies have shown that higher levels of point-of-sale (POS) cigarette marketing are associated with larger proportions of residents from lower socioeconomic and minority backgrounds in neighborhoods, there are no studies that examine individual-level social disparities in exposure to POS cigarette marketing among smokers in the United States. Our aim was to examine these disparities in a Midwestern metropolitan area in the United States. We conducted a telephone survey to collect data on 999 smokers. Cigarette marketing was measured by asking respondents three questions about noticing advertisements, promotions, and displays of cigarettes within their respective neighborhoods. The questions were combined to create a summated scale. We estimated ordered logistic regression models to examine the association of sociodemographic variables with exposure to POS cigarette marketing. Adjusted results showed that having a lower income (p < 0.003) and belonging to a race/ethnicity other than "non-Hispanic White" (p = 0.011) were associated with higher levels of exposure to POS cigarette marketing. The results highlight social disparities in exposure to POS cigarette marketing in the United States, which can potentially be eliminated by banning all forms of cigarette marketing.
PSI, a non-profit organization based in the United States, uses private sector condom marketing programs to provide condoms to developing countries at low cost to help stem the spread of AIDS. PSI started promoting condoms in the CAR in November 1991. 150,000 Prudence brand condoms were sold in the 1st month. The price for a pack of 4 was far below that charged by private pharmacies. PSI turned to a collaborative venture with Societe Centrafricaine des Boissons (SCB), a local drinks manufacturer. In a joint campaign in April 1992, 4 packs of condoms were exchanged for 5 tops from SCB bottles. At markets and bars promotional items were given away during condom demonstration contests. SCB bought all the condoms from PSI and financed all the publicity. Similar promotion launched the improved Prudence Plus condom in December. Cumulative sales of Prudence and Plus condoms in the CAR now exceed 1 million. Another marketing idea was to commission a textile company called UCATEX to design a fabric based on the Prudence logo. 1600 lengths of cotton cloth were printed and sold. There was also Operation Taxi Bus. PSI's team broadcast twice on the taxi association's weekly radio show about AIDS prevention, the importance of condoms, and the Prudence brand. Then, every morning for a week, PSI promoters put stickers on as many taxis as possible. Every driver agreeing to display a sticker was entitled to receive 2 packets of Prudence for personal use. The 450 taxis with stickers now in a city of 500,000 are an effective promotion network. In order to prevent a gap in supply before PSI receives its long-term funding from a US donor, The World Health Organization recently bought 500,000 Prudence condoms for PSI to distribute.
Peregudov, F. I.
Examines needed changes in vocational education in former Soviet Union as the nation shifts to a market economy. Suggests that there should be more emphasis on individual student needs. Argues that vocational education must include training in information sciences, computers, foreign languages, social psychology, and urban ecology. Recommends…
Kohen, Andrew I.; And Others
The booklet presents (1) a bibliography of approximately 660 references to literature about sex discrimination in the labor market and (2) an expository review of recent research about male/female differences in earnings and occupational assignments. The bibliography is divided into 12 content categories. These include earnings of women workers,…
Gómez-Baggethun, Erik; Mingorría, Sara; Reyes-García, Victoria; Calvet, Laura; Montes, Carlos
Researchers and conservation managers largely agree on the relevance of traditional ecological knowledge for natural resource management in indigenous communities, but its prevalence and role as societies modernize are contested. We analyzed the transmission of traditional knowledge among rural local people in communities linked to protected areas in Doñana, southwestern Spain. We studied changes in knowledge related to local practices in agriculture and livestock farming among 198 informants from three generations that cover the period in which the area transited from an economy strongly dependent on local ecosystem services to a market economy with intensified production systems. Our results suggest an abrupt loss of traditional agricultural knowledge related to rapid transformations and intensification of agricultural systems, but maintenance of knowledge of traditional livestock farming, an activity allowed in the protected areas that maintains strong links with local cultural identity. Our results demonstrate the potential of protected areas in protecting remaining bodies of traditional ecological knowledge in developed country settings. Nevertheless, we note that strict protection in cultural-landscape-dominated areas can disrupt transmission of traditional knowledge if local resource users and related practices are excluded from ecosystem management.
July 2011 marked the 40th anniversary of social marketing. However, while the previous Labour administration dedicated sustained resources and support to developing the field of social marketing, this was followed by a time of uncertainty during the Coalition Government's ascent to power. This paper explores the potential future position of social marketing within David Cameron's evolving public health landscape, outlining areas of synergy between social marketing's key features, and the coalition's emergent public health architecture. The paper concludes with an exploration of the development opportunities nascent within social marketing, suggesting that support for the new commissioners (GP and local authority), and an enhanced emphasis on evaluation of financial and social outcomes, will be required if the evidence base for strong practice is to continue to grow and evolve.
Chrysochou, Polymeros; Askegaard, Søren; Grunert, Klaus G; Kristensen, Dorthe Brogård
This paper proposes a framework of discourses regarding consumers' healthy eating as a useful conceptual scheme for market segmentation purposes. The objectives are: (a) to identify the appropriate number of health-related segments based on the underlying discursive subject positions of the framework, (b) to validate and further describe the segments based on their socio-demographic characteristics and attitudes towards healthy eating, and (c) to explore differences across segments in types of associations with food and health, as well as perceptions of food healthfulness.316 Danish consumers participated in a survey that included measures of the underlying subject positions of the proposed framework, followed by a word association task that aimed to explore types of associations with food and health, and perceptions of food healthfulness. A latent class clustering approach revealed three consumer segments: the Common, the Idealists and the Pragmatists. Based on the addressed objectives, differences across the segments are described and implications of findings are discussed.
Finnell, Karla Jaye; John, Robert; Thompson, David M
This study evaluated the effect of a 12-week social marketing intervention conducted in 2012 promoting 1% milk use relying on paid advertising. Weekly milk sales data by type of milk (whole, 2%, 1%, and nonfat milk) were collected from 80 supermarkets in the Oklahoma City media market, the intervention market, and 66 supermarkets in the Tulsa media market (TMM), the comparison market. The effect was measured with a paired t-test. A mixed segmented regression model, controlling for the contextual difference between supermarkets and data correlation, identified trends before, during, and after the intervention. Results show the monthly market share of 1% milk sales changed from 10.0% to 11.5%, a 15% increase. Evaluating the volume sold, the monthly mean number of gallons of 1% milk sold increased from 890.5 gal (SD = 769.8) per supermarket from before the intervention to 1070.7 gal (SD = 922.5) following the intervention (t(79) = 9.4, p = 0.000). Moreover, average weekly sales of 1% milk were stable prior to the intervention (b = - 0.2 gal/week, 95% CI [- 0.6 gal/week, 0.3 gal/week]). During each additional week of the intervention, 1% milk sales increased by an average of 4.1 gal in all supermarkets (95% CI [3.5 gal/week, 4.6 gal/week]). Three months later, albeit attenuated, a significant increase in 1% milk sales remained. In the comparison market, no change in the market share of 1% milk occurred. Paid advertising, using the principles of social marketing, can be effective in changing an entrenched and habitual nutrition habit.
Mok, Ka Ho
China and Vietnam have experienced drastic social, economic and political changes, especially when these two socialist regimes have started economic reforms in the last few decades. In order to create more opportunities for higher education with limited national resources, both Chinese and Vietnamese governments have adopted strategies along the…
Quintana-Vidaurri, Adriana Guadalupe; Santana-Chávez, Luis Alejandro; González-Villalobos, Cynthia Guadalupe
Objetivo: determinar el impacto clínico de la mercadotecnia social en la detección del cáncer mamario; el parámetro de medición fueron las solicitudes de mastografía. Métodos: estudio cuasiexperimental, antes y después, en una unidad de medicina familiar. Se incluyeron 69 médicos de la consulta externa y 14 enfermeras de PREVENIMSS. Se aplicaron estrategias de mercadotecnia social. Las solicitudes de mastografía fueron analizadas con suma de rangos de Wilcoxon (significación < 0.05). Resultados: en el turno matutino, al comenzar el estudio se registraron 1.5 solicitudes por consultorio al mes y 2.14 en PREVENIMSS; al primer y segundo mes posintervención, 2.45 (p = 0.007) en la consulta externa y 3.25 (p = 0.007) y 3.28 (p = 0.000) en PREVENIMSS. En el turno vespertino, al comenzar el estudio se registraron 0.47 solicitudes por consultorio al mes y 0.85 en PREVENIMSS; al primer y segundo mes posintervención, 2.38 (p = 0.000) y 2.35 (p = 0.000) en consulta externa y 2.79 (p = 0.000) y 3.91 (p = 0.000) en PREVENIMSS. Conclusiones: la mercadotecnia social impactó en la práctica clínica de los médicos y las enfermeras, al aumentar estadísticamente el número de solicitudes de mastografía.
Potter, Sharyn J.
Objective: To evaluate the campus-wide administration of the Know Your Power bystander-oriented social marketing campaign. Participants: Undergraduate students at a public college were invited to participate in a public awareness survey before and after the 6-week campaign administration in February and March 2009. Methods: Pretest and posttests…
Scarapicchia, Tanya M. F.; Sabiston, Catherine M. F.; Brownrigg, Michelle; Blackburn-Evans, Althea; Cressy, Jill; Robb, Janine; Faulkner, Guy E. J.
Objective: MoveU is a social marketing initiative aimed at increasing moderate-to-vigorous physical activity (MVPA) among undergraduate students. Using the Hierarchy of Effects model (HOEM), this study identified awareness of MoveU and examined associations between awareness, outcome expectations, self-efficacy, intentions, and MVPA. Participants:…
Ragin, Deborah Fish; Holohan, Jennifer A; Ricci, Edmund M; Grant, Chelsea; Richardson, Lynne D
Social marketing techniques have enhanced the success of programs designed to improve the health outcomes of individuals or communities when adopting new health behaviors. Current research suggests, however, that behavior change models, when added to social marketing techniques, could result in even greater success in changing health behaviors and health outcomes. This retrospective analysis of the results of a Public Access Defibrillation (PAD) Trial, designed to improve a community's response to cardiac arrest, tests this proposition. Data from one of the 24 participating PAD Trial sites were analyzed and interpreted from a social marketing and behavior change model perspective, to assess the success in changing a community's response to cardiac arrest victims in 61 residential buildings that participated in the PAD Trial in New York City (NYC). The findings suggest that to improve the success of community-based, emergency response systems to cardiac arrest victims, health programs must first assess the community's awareness of the health problem and their willingness to change behaviors before designing and implementing social marketing programs for health behavior change.
Data show that educated workers earn higher wages and are unemployed less often. Some researchers believe that education improves a worker's productivity (or "human capital"), making them more desirable on the job market, while others believe that it improves a worker's network (or "social capital"), giving them more…
Warner, Laura A.
Extension educators endeavor to create and measure outcomes beyond knowledge gain. The purpose of this qualitative study was to explore the role of social marketing as a method for creating behavior change within the University of Florida Extension system through key leader opinions. Additionally, the study sought to identify perceptions about…
This research explores the impact of coercive, mimetic, and normative isomorphic pressures on the coverage and offering of courses addressing ethical, social, and sustainability issues (ESSI) in business schools' graduate marketing curricula. Data from the Aspen Institute's Beyond Grey Pinstripes program are analyzed to detect if significant…
Boehm, Amnon; Itzhaky, Haya
Objective: Too often communities remain silent in response to cases of sexual assault of children. Members of the community are afraid to report such incidents and victims are reluctant to seek and accept treatment. The purpose of the paper is to examine whether application of a social marketing approach may serve as an effective means for…
Sun, Xinying; Guo, Yan; Wang, Sisun; Sun, Jing
Objective: To test the feasibility and effectiveness of social marketing on the improvement of women's knowledge, attitudes, and behaviors regarding iron-fortified soy sauce (FeSS). Design: A community-based intervention was conducted among 4 groups, experimental rural (E[subscript R]), control rural (C[subscript R]), experimental urban…
This article addresses the increasing encroachment of technical rationality in higher education, in the form of the Social Market Model (SMM) ideology. Such a situation is leading to an erosion of liberal education values and has resulted in a consumption production technology which treats colleges as production units. This assault on academic…
American School Health Association (NJ3), 2004
Strategies for Change outlines how to use social marketing strategies to influence change in the health programs in a building, district or community. Authors describe how to develop a strategy to influence district administrators, school board members, colleagues and parents. This step-by-step guide leads through the process for developing,…
Francis, Sarah L.; Martin, Peggy; Taylor, Kristin
Spend Smart Eat Smart (SSES), a unique website combining nutrition and food buying education for limited resource audiences (LRAs), was revised using social marketing theory to make it more appealing and relevant to LRAs (25-40 years). Focus groups and surveys identified the needs and preferences of LRAs. Needs were cooking, basic health, and…
Social marketing has emerged in the last decades as a popular behavior change approach. Its application has produced mixed results, but the noticeable increase in its application in the environmental arena calls for an assessment of its development. This study presents an analysis of such development in both theory and practice. Results suggest…
This document sets out one segment of a comprehensive approach intended to assist institutions of higher education in developing and carrying out alcohol abuse and other drug prevention programs. Social marketing is described as a tool of environmental management, that seeks to produce a specified behavior in a target audience. Intended for a…
Ludwig, Timothy D.; Buchholz, Chris; Clarke, Steven W.
In this study, the authors investigated a social marketing intervention to increase the use of bicycle helmets on a university campus in the southeastern United States. Focus groups of students developed a bicycle helmet program slogan and logo (ie, "The Grateful Head"). The authors trained student bicyclists who already used helmets (n…
Yoder, Aaron M; Murphy, Dennis J
Social marketing is an intervention development strategy that pays considerable attention to barriers to and motivators for behavioral change or adoption of recommended behaviors. Barriers are obstacles that prevent individuals from changing or adopting behaviors and are often referred to as the "cons" or "costs" of doing something. Motivators, on the other hand, are factors that encourage individuals to change or adopt behaviors and are often referred to as the "pros," "benefits," or "influencing factors" of doing something. Importantly, social marketing does not target education or knowledge change as an end point; rather, it targets behavior change. Studies across several types of desired behaviors (e.g., smoking cessation, weight control, more exercise, sunscreen use, radon testing) using the Stages of Change model have found systematic relationships between stages of change and pros and cons of changing behavior. A review of literature identifies numerous research and intervention studies that directly reference social marketing in agricultural safety and health, studies that identify reasons why parents allow their children to be exposed to hazardous situations on the farm, and reasons why youth engage in risky behaviors, but only two studies were found that show evidence of systematically researching specific behavioral change motivating factors. The authors offer several suggestions to help address issues relating to social marketing and agricultural safety and health.
Nichols, Linda; Martindale-Adams, Jennifer; Burns, Robert; Coon, David; Ory, Marcia; Tarlow, Diane Mahoney Barbara; Burgio, Louis; Gallagher-Thompson, Dolores; Guy, Delois; Arguelles, Trinidad; Winter, Laraine
Objectives Recruitment is often the most challenging aspect of research with older persons. Social marketing—applying marketing techniques to influence the behavior of target audiences to improve their welfare—can help researchers identify factors Methods Illustrations of social marketing principles are provided from the Resources for Enhancing Alzheimer’s Caregiver Health project, a national Alzheimer’s caregivers study that targeted ethnic and racial minorities. Results Social marketing principles—the six Ps of participants, product, price, place, promotion, and partners—provide a theoretical framework for organizing and planning recruitment activities, including developing varying strategies to define the target audience (participants), develop the intervention (product), manage time and trouble (price), target the audience, improve accessibility (place), promote the study, and develop and work with partners. Discussion Strategies to enhance recruitment are often undertaken without a comprehensive plan. A social marketing plan provides a framework to map out the steps in recruitment that will be needed and to plan for allocations of time, staff, and resources. PMID:15448292
Konradi, Amanda; DeBruin, Patty L.
The authors report on an advertising campaign to communicate the availability and desirability of using Sexual Assault Nurse Examination (SANE) services. They used social marketing precepts to develop posters to educate college students about using SANE as a health service and as an arm of prosecution. After 2 advertising campaigns, they conducted…
Mok, Ka Ho; Wu, Alfred M.
This article attempts to investigate the relationship between the massification of higher education, labour market and social mobility in contemporary China. Though only a short period of time has elapsed from elite to mass education, China's higher education has been characterised as a wide, pervasive massification process. Similar to other East…
Peters, Michael A.
In a paper presented in July 2003 to Labour's National Policy Forum, the main policy-making body in the United Kingdom, Liam Byrne, a research associate of the Social Market Foundation, forecast the major problems that will face government in Britain in 2020. As reported in the "Guardian" (9 August 2003): "British national…
Plant, Aaron; Montoya, Jorge A; Rotblatt, Harlan; Kerndt, Peter R; Mall, Karen L; Pappas, Les G; Kent, Charlotte K; Klausner, Jeffrey D
Los Angeles County has experienced a rapid increase in early syphilis among men who have sex with men (MSM) in recent years, with the number of cases rising from 126 in 2000 to 809 in 2005. As part of the public health response to this outbreak, a sustained social marketing campaign was launched in 2002, with the objectives of increasing syphilis testing, knowledge, and awareness among MSM in Los Angeles. This campaign, as implemented, exemplified key principles of social marketing, including market research, audience segmentation, and branding. A cross-sectional study conducted in 2004 to evaluate the campaign found that those MSM who were aware of the campaign were nearly twice as likely to have tested for syphilis in the past 6 months as those MSM who were not aware of the campaign. Those MSM who were aware of the campaign also had more syphilis awareness and knowledge in key areas.
Despite significant debate about the efficacy, ideology, and ethics of the method, condom social marketing (CSM) has become the dominant approach to AIDS education in many sub-Saharan African countries. However, critics have charged that social marketing (SM) distracts from the structural determinants of health-related behavior and excludes genuine community participation. This article argues that the diffusion of SM techniques in Africa is not driven by demonstrated efficacy but is attributable to the promotion of privatization and free markets in the structural adjustment era across the region. The CSM experience in a central Mozambican community reveals the dangers of using the method at the expense of community dialogue and participation to confront the AIDS epidemic. The advertising campaign developed to sell condoms has clashed with Pentecostal and Independent Churches, now a majority of the population, that have expanded rapidly across the region spreading a contrasting message about sexuality and risky behavior.
Powell, Jane E.; Tapp, Alan J.
In this paper the authors present and debate the theoretical case for the use of social marketing to help reduce problem gambling in the public health context of the UK. Is triangulated between the key theories and principles of social marketing, the key literature and its theoretical application to the debate about reducing problem gambling in…
Lamptey, P R; Price, J E
This paper proposes that international sexually transmitted disease (STD)/HIV prevention efforts might be enhanced by the application of social marketing principles. It first outlines the conceptual basis of social marketing approaches to health behaviour change generally and then explores key issues and opportunities for using these principles to improve current STD/HIV prevention efforts.
A researcher conducted a case study of the Family Planning Social Marketing Project (FPSMP) in Bangladesh between 1974-1987 to point out the irreducible qualitative differences between the commercial and social contexts and between the developed and developing world. The research consisted of interviews with chief personnel of the technical assistance contractor Population Services International (PSI), project documentation, a review of marketing principles and methods, and summary reports on contraceptive social marketing projects in various countries. FPSMP, a vertical marketing organization, marketed 3 condom brands, 2 oral contraceptive brands, and 1 vaginal foam tablet. At least 70% of the advertising budget was allocated for conventional media (television [TV], radio, and newspapers), even though the poor and illiterate target population did not own a radio or TV and could not read a newspaper. In fact, conventional media were basically accessible to the urban elite. A PSI leader defended the use of conventional media because opinion leaders (urban elite) exert considerable influence on the population so they must receive the family planning messages in order to support family planning. Yet this assumption had not been tested, but was based on the experience of technical assistance contractors from previous projects in developing countries. Moreover, FPSMP based acceptability of message content on the elite's definition and not on the definition of the target group. Its information strategy included emphasis on the sales indicator and the creation of positive product associations while downplaying information about side effects and contraindications. This indicated that FPSMP did not consider client health and well being as important. Another issue was the need to satisfy USAID and the government. More research on other social marketing projects is needed.
Peltzer, Karl; Pengpid, Supa
The aim of this study was to investigate heavy drinking and social and health correlates in university students in low, middle income and emerging economy countries. Using anonymous questionnaires, data were collected in a cross-sectional survey of 17,590 undergraduate university students (mean age 20.8, SD 2.9) from 25 universities in 24 countries across Asia, Africa and the Americas. Overall, 71.6 % were non-drinkers, 17.1 % moderate and 11.3 % heavy alcohol drinkers (14.2 % in men and 9.2 % in women) in the past 2 weeks. In a multivariate logistic regression analysis, older age, poorer family background, living in a higher income country, weak beliefs in the importance of limiting alcohol use, higher country per capita alcohol consumption, other substance use (tobacco and illicit drug use), and poor life satisfaction was associated with heavy drinking. Addressing health beliefs and co-occurring addictive behaviors may be crucial in the prevention of heavy drinking in this population.
Miner, Julianna W; White, Arica; Lubenow, Anne E; Palmer, Sally
The Alabama Department of Public Health (ADPH) is collaborating with the National Cancer Institute to develop detailed profiles of underserved Alabama communities most at risk for cancer. These profiles will be combined with geocoded data to create a pilot project, Cancer Prevention for Alabama's Underserved Populations: A Focused Approach. The project's objectives are to provide the ADPH's cancer prevention programs with a more accurate and cost-effective means of planning, implementing, and evaluating its prevention activities in an outcomes-oriented and population-appropriate manner. The project links geocoded data from the Alabama Statewide Cancer Registry with profiles generated by the National Cancer Institute's cancer profiling system, Consumer Health Profiles. These profiles have been successfully applied to market-focused cancer prevention messages across the United States. The ADPH and the National Cancer Institute will evaluate the efficacy of using geocoded data and lifestyle segmentation information in strategy development and program implementation. Alabama is the first state in the nation not only to link geocoded cancer registry data with lifestyle segmentation data but also to use the National Cancer Institute's profiles and methodology in combination with actual state data.
Jernigan, David H; Rushman, Anne E
Youth exposure to alcohol marketing has been linked to increased alcohol consumption and problems. On relatively new and highly interactive social networking sites (SNS) that are popular with youth, tools for measuring youth exposure to alcohol marketing in traditional media are inadequate. We critically review the existing policies of Facebook, Twitter, and YouTube designed to keep branded alcohol content away from underage youth. Looking at brand and user activity on Facebook for the 15 alcohol brands most popular among US youth, we found activity has grown dramatically in the past 3 years, and underage users may be accounting for some of this activity. Surveys of youth and adult participation in alcohol marketing on SNS will be needed to inform debate over these marketing practices.
Mattson, Marifran; Basu, Ambar
The Center for Disease Control's (CDC) Diethylstilbestrol (DES) Update, a campaign to educate people who may have been exposed to the drug DES, is framed on the premises of the social marketing model, namely formative research, audience segmentation, product, price, placement, promotion, and campaign evaluation. More than that, the campaign takes a critical step in extending the social marketing paradigm by highlighting the need to situate the messaging process at the heart of any health communication campaign. This article uses CDC's DES Update as a case study to illustrate an application of a message development tool within social marketing. This tool promotes the operationalization of messaging within health campaigns. Ultimately, the goal of this project is to extend the social marketing model and provide useful theoretical guidance to health campaign practitioners on how to accomplish stellar communication within a social marketing campaign.
Johnson, B C
Though the benefits derived from verbal communication between practitioner and patient often are beyond the control of most health care marketers, this encounter includes nearly all of the personality and social appeals that are critical to the development of a successful and long-lasting marketing exchange. To enable marketers of health care to understand more fully the communication context in which practitioners operate, the author reviews the social implications of therapeutic communicator style.
Lane, S D
Television has been extensively used to communicate health messages for over a decade in Egypt. Viewers of the evening soap operas have been seeing six commercials for family planning, oral rehydration solution (ORS), and immunizations. People of all social classes can sing the jingles of the most popular ads. The producers of these health spots use increasingly sophisticated story lines, settings, and characters representing rural peasants, played by popular and well-liked actors. Evaluation of the content and impact of these messages has lagged behind the creative sophistication of their production. This article reviews the context and content of televised health messages in Egypt during the 1980s, critically assesses the evaluation of mass media health education, and suggests strategies for more effective evaluation. The author worked for some years with a private donor agency that funded the production of a number of televised health commercials in Egypt.
Makarieva, Anastassia M; Gorshkov, Victor G; Li, Bai-Lian
The global environmental imperative demands urgent actions on ecological stabilization, yet the global scale of such actions is persistently insufficient. This calls for investigating why the world economy appears to be so fearful of any potential environmental expenditure. Using the formalism of Lyapunov potential function it is shown that the stability principles for biomass in the ecosystem and for employment in economics are mathematically similar. The ecosystem has a stable and unstable stationary state with high (forest) and low (grasslands) biomass, respectively. In economics, there is a stable stationary state with high employment in mass production of conventional goods sold at low cost price, and an unstable stationary state with lower employment in production of novel products of technological progress sold at higher prices. An additional stable state is described for economics with very low employment in production of life essentials, such as energy and raw materials that are sold at greatly inflated prices. In this state the civilization pays 10% of global GDP for energy produced by a negligible minority of the working population (currently approximately 0.2%) and sold at prices exceeding the cost price by 40 times, a state when any extra expenditures of whatever nature appear intolerable. The reason lies in the fundamental shortcoming of economic theory, which allows for economic ownership over energy sources. This is shown to be equivalent to equating measurable variables of different dimensions (stores and fluxes), which leads to effective violation of the laws of energy and matter conservation in modern economics.
Sherrouse, Benson C.; Hester, David J.; Wein, Anne M.
The Multi-Hazards Demonstration Project (MHDP) is a collaboration between the U.S. Geological Survey (USGS) and various partners from the public and private sectors and academia, meant to improve Southern California's resiliency to natural hazards (Jones and others, 2007). In support of the MHDP objectives, the ShakeOut Scenario was developed. It describes a magnitude 7.8 (M7.8) earthquake along the southernmost 300 kilometers (200 miles) of the San Andreas Fault, identified by geoscientists as a plausible event that will cause moderate to strong shaking over much of the eight-county (Imperial, Kern, Los Angeles, Orange, Riverside, San Bernardino, San Diego, and Ventura) Southern California region. This report contains an exposure and sensitivity analysis of economic Super Sectors in terms of labor and employment statistics. Exposure is measured as the absolute counts of labor market variables anticipated to experience each level of Instrumental Intensity (a proxy measure of damage). Sensitivity is the percentage of the exposure of each Super Sector to each Instrumental Intensity level. The analysis concerns the direct effect of the scenario earthquake on economic sectors and provides a baseline for the indirect and interactive analysis of an input-output model of the regional economy. The analysis is inspired by the Bureau of Labor Statistics (BLS) report that analyzed the labor market losses (exposure) of a M6.9 earthquake on the Hayward fault by overlaying geocoded labor market data on Instrumental Intensity values. The method used here is influenced by the ZIP-code-level data provided by the California Employment Development Department (CA EDD), which requires the assignment of Instrumental Intensities to ZIP codes. The ZIP-code-level labor market data includes the number of business establishments, employees, and quarterly payroll categorized by the North American Industry Classification System. According to the analysis results, nearly 225,000 business
The "knowledge economy" has been received with considerable scepticism by scholars within the fields of political economy, social and political philosophy, and higher education. Key arguments within this literature are reviewed in this article to suggest that, despite policy claims, "knowledge economy" does not describe a "new" mode of economic…
Samuels, S E
The Henry J. Kaiser Family Foundation initiated a social marketing campaign in 1987 to reduce the nation's risk for heart disease and some cancers. Consensus on recommendations for dietary change have stimulated the development of a variety of social marketing campaigns to promote behavior change. Project LEAN (Low-Fat Eating for America Now) is a national campaign whose goal is to reduce dietary fat consumption to 30 percent of total calories through public service advertising, publicity, and point-of-purchase programs in restaurants, supermarkets, and school and worksite cafeterias. The public service advertising reached 50 percent of the television viewing audience and the print publicity, more than 35 million readers. The toll-free hotline received more than 300,000 calls. Thirty-four organizations joined the foundation in partnership and raised $350,000 for collaborative activities. Thirteen States implemented local campaigns. Lessons have been learned about the use of the media, market segmentation, effective spokespersons, and successful partnerships. These lessons will be valuable to others planning social marketing campaigns on nutrition and other preventive behaviors. Images p48-a PMID:8434097
Harrison, Tyler R; Morgan, Susan E; Chewning, Lisa V
While great strides have been made in persuading the public to become potential organ donors, actual behavior has not yet caught up with the nearly universally favorable attitudes the public expresses toward donation. This paper explores the issue by situating the social marketing of organ donation against a broader backdrop of entertainment and news media coverage of organ donation. Organ donation storylines are featured on broadcast television in medical and legal dramas, soap operas, and other television serials approximately four times per month (not including most cable networks), and feature storylines that promote myths and fears of the organ donation process. National news and other non-fictionalized coverage of organ donation are even more common, with stories appearing over twenty times a month on average. These stories tend to be one-dimensional and highly sensationalized in their coverage. The marketing of organ donation for entertainment essentially creates a counter-campaign to organ donation, with greater resources and reach than social marketers have access to. Understanding the broader environmental context of organ donation messages highlights the issues faced by social marketing campaigns in persuading the public to become potential donors.
Samuels, S E
The Henry J. Kaiser Family Foundation initiated a social marketing campaign in 1987 to reduce the nation's risk for heart disease and some cancers. Consensus on recommendations for dietary change have stimulated the development of a variety of social marketing campaigns to promote behavior change. Project LEAN (Low-Fat Eating for America Now) is a national campaign whose goal is to reduce dietary fat consumption to 30 percent of total calories through public service advertising, publicity, and point-of-purchase programs in restaurants, supermarkets, and school and worksite cafeterias. The public service advertising reached 50 percent of the television viewing audience and the print publicity, more than 35 million readers. The toll-free hotline received more than 300,000 calls. Thirty-four organizations joined the foundation in partnership and raised $350,000 for collaborative activities. Thirteen States implemented local campaigns. Lessons have been learned about the use of the media, market segmentation, effective spokespersons, and successful partnerships. These lessons will be valuable to others planning social marketing campaigns on nutrition and other preventive behaviors.
Winpenny, Eleanor M.; Marteau, Theresa M.; Nolte, Ellen
Aims: In 2011, online marketing became the largest marketing channel in the UK, overtaking television for the first time. This study aimed to describe the exposure of children and young adults to alcohol marketing on social media websites in the UK. Methods: We used commercially available data on the three most used social media websites among young people in the UK, from December 2010 to May 2011. We analysed by age (6–14 years; 15–24 years) and gender the reach (proportion of internet users who used the site in each month) and impressions (number of individual pages viewed on the site in each month) for Facebook, YouTube and Twitter. We further analysed case studies of five alcohol brands to assess the marketer-generated brand content available on Facebook, YouTube and Twitter in February and March 2012. Results: Facebook was the social media site with the highest reach, with an average monthly reach of 89% of males and 91% of females aged 15–24. YouTube had a similar average monthly reach while Twitter had a considerably lower usage in the age groups studied. All five of the alcohol brands studied maintained a Facebook page, Twitter page and YouTube channel, with varying levels of user engagement. Facebook pages could not be accessed by an under-18 user, but in most cases YouTube content and Twitter content could be accessed by those of all ages. Conclusion: The rise in online marketing of alcohol and the high use of social media websites by young people suggests that this is an area requiring further monitoring and regulation. PMID:24293506
Ramirez, A Susana; Diaz Rios, Lillian K; Valdez, Zulema; Estrada, Erendira; Ruiz, Ariana
This study describes and evaluates the process of implementing a social marketing food access intervention for food desert communities in rural California. A case study approach used mixed-methods data from nationwide market comparisons, environmental assessment, and community informants. Lessons learned demonstrate room for improvement in implementing such strategies and underscore the importance of involving community in decision making; the strategic importance of operational decisions relating to intervention design, site and product selection, and distribution models; and the need to reconsider the problem of access in rural areas.
Cigno, A; Rosati, F C
"This paper outlines the relevant theory and presents some empirical evidence on the effects of capital market developments and social security coverage on fertility and saving behaviour in Italy.... The data examined appear to lend support to the hypothesis that saving and fertility are jointly determined. They also show that the availability and attractiveness of market-based or state-provided alternatives to the family as a provider of old-age support significantly and systematically affect the saving and reproductive decisions of individuals." The data cover the period 1931-1987.
Gilbertson, Troy A
This randomized experiment examines the effects of contextual information on undergraduate college student's levels of alcohol-related incident guardianship at college parties. The research is conceptualized using routine activities theory and the theory of planned behavior. The experiment examines attitudinal variations about heavy drinking differentiated by sex, athletic status, and location of the drinking event. The sex and athletic status variables produce statistically effects on the dependent variables, while location of the drinking event is not significant. The article concludes by discussing the importance of context as it pertains to the social norms marketing strategy utilized in much college alcohol programming, and suggests a more directed marketing approach.
As health marketers seek new models to design campaigns, the advertising discipline of account planning offers an approach that can improve campaign development. The underlying principle of account planning is to bring the consumer perspective to all phases of campaign development, primarily through qualitative formative research. Account planners design the overall communication strategy and contribute to creative development of individual executions. The creative brief, a primary tool of account planning, is especially useful in conceptualizing campaigns. This report discusses the history and approach of account planning, followed by an example of account planning in the design of a social marketing campaign.
Horvath, Reka; Abraham, Arpad; Horvath, Tibor; Kopeczi-Bocz, Tamas
Most deficiencies of the Hungarian labor market emerge from a combination of the transition crisis and special features of the economy or transition process. The most crucial labor market problem is low employment. Negative impacts are high taxation and social security contributions; reduced investment, job creation, and economic growth; and…
Dearing, James W; Maibach, Edward W; Buller, David B
Approaches from diffusion of innovations and social marketing are used here to propose efficient means to promote and enhance the dissemination of evidence-based physical activity programs. While both approaches have traditionally been conceptualized as top-down, center-to-periphery, centralized efforts at social change, their operational methods have usually differed. The operational methods of diffusion theory have a strong relational emphasis, while the operational methods of social marketing have a strong transactional emphasis. Here, we argue for a convergence of diffusion of innovation and social marketing principles to stimulate the efficient dissemination of proven-effective programs. In general terms, we are encouraging a focus on societal sectors as a logical and efficient means for enhancing the impact of dissemination efforts. This requires an understanding of complex organizations and the functional roles played by different individuals in such organizations. In specific terms, ten principles are provided for working effectively within societal sectors and enhancing user involvement in the processes of adoption and implementation.
Keller, Colleen; Vega-López, Sonia; Ainsworth, Barbara; Nagle-Williams, Allison; Records, Kathie; Permana, Paska; Coonrod, Dean
We report the social marketing strategies used for the design, recruitment and retention of participants in a community-based physical activity (PA) intervention, Madres para la Salud (Mothers for Health). The study example used to illustrate the use of social marketing is a 48-week prescribed walking program, Madres para la Salud (Mothers for Health), which tests a social support intervention to explore the effectiveness of a culturally specific program using ‘bouts’ of PA to effect the changes in body fat, fat tissue inflammation and postpartum depression symptoms in sedentary Hispanic women. Using the guidelines from the National Benchmark Criteria, we developed intervention, recruitment and retention strategies that reflect efforts to draw on community values, traditions and customs in intervention design, through partnership with community members. Most of the women enrolled in Madres para la Salud were born in Mexico, largely never or unemployed and resided among the highest crime neighborhoods with poor access to resources. We developed recruitment and retention strategies that characterized social marketing strategies that employed a culturally relevant, consumer driven and problem-specific design. Cost and benefit of program participation, consumer-derived motivation and segmentation strategies considered the development transition of the young Latinas as well as cultural and neighborhood barriers that impacted retention are described. PMID:23002252
Keller, Colleen; Vega-López, Sonia; Ainsworth, Barbara; Nagle-Williams, Allison; Records, Kathie; Permana, Paska; Coonrod, Dean
We report the social marketing strategies used for the design, recruitment and retention of participants in a community-based physical activity (PA) intervention, Madres para la Salud (Mothers for Health). The study example used to illustrate the use of social marketing is a 48-week prescribed walking program, Madres para la Salud (Mothers for Health), which tests a social support intervention to explore the effectiveness of a culturally specific program using 'bouts' of PA to effect the changes in body fat, fat tissue inflammation and postpartum depression symptoms in sedentary Hispanic women. Using the guidelines from the National Benchmark Criteria, we developed intervention, recruitment and retention strategies that reflect efforts to draw on community values, traditions and customs in intervention design, through partnership with community members. Most of the women enrolled in Madres para la Salud were born in Mexico, largely never or unemployed and resided among the highest crime neighborhoods with poor access to resources. We developed recruitment and retention strategies that characterized social marketing strategies that employed a culturally relevant, consumer driven and problem-specific design. Cost and benefit of program participation, consumer-derived motivation and segmentation strategies considered the development transition of the young Latinas as well as cultural and neighborhood barriers that impacted retention are described.
Bian, Yanjie; Breiger, Ronald; Davis, Deborah; Galaskiewicz, Joseph
China's class structure is changing dramatically in the wake of post-1978 market-oriented economic reforms. The creation of a mixed "market-socialist" economy has eroded the institutional bases of a cadre-dominated social hierarchy and created conditions for a new pattern of social stratification. Although conditions remain dynamic,…
Beauchemin, Pat; Kelly, Michael S.
School social workers often conduct their business behind closed doors because much of their work is confidential. Even when they are not working in their offices, school social workers often blend into the fabric of the school culture, typically working behind the scenes and rarely taking credit for the valuable work they perform. However, if…
Reay, Diane; Lucey, Helen
The transition to secondary school is rarely conceptualised as an important influence in maintaining and contributing to wider processes of social exclusion in the inner city. This article argues that the seeds of social exclusion are sown in under-resourced, struggling inner-city schooling, and their germination is found in class practices,…
Demonstrates that it is possible for economies of scale to induce a price-discriminating monopolist to sell in an unprofitable market where the average cost always exceeds the price. States that higher profits in the profitable market caused by economies of scale may exceed losses incurred in the unprofitable market. (CMK)
Chen, Jyun-Long; Liu, Hsiang-Hsi; Chuang, Ching-Ta
This study aims to improve the current inefficiency and ineffectiveness of communications among stakeholders when planning and constructing offshore wind farms (OWFs). An analysis using a social marketing approach with segmentation techniques is used to identify the target market based on stakeholders' perceptions. The empirical results identify three stakeholder segments: (1) impact-attend group; (2) comprehensive group; and (3) benefit-attend group. The results suggest that communication should be implemented to alter stakeholders' attitudes toward the construction of OWFs. Furthermore, based on the results of segmentation, target markets are identified to plan the communication strategies for reducing the conflicts among stakeholders of OWF construction. The results also indicated that in the planning phase of construction for OWFs, effective stakeholder participation and policy communication can enhance the perception of benefits to reduce conflict with local communities and ocean users.
Eagle, Lynne; Hamann, Mark; Low, David R
Environmental plastic pollution constitutes a significant hazard to marine turtles, human health and well-being. We describe a transdisciplinary approach to draw together findings from diverse disciplines in order to highlight key environmental pollution problems and their consequences, together with social marketing-based strategies to address the problems. The example of plastic pollution and impacts to marine turtles illustrates the severity of the problem. Wildlife tourism and sustainable tourism activity have not focussed on specific behaviours to change and have had minimal impact on subsequent human behaviour regarding environmental issues, indicating the need for new strategies. Social marketing principles offer promise, but there is a need to investigate the utility of various theoretical foundations to aid the design and implementation of interventions. We offer insight towards using sophisticated multi-method research to develop insights into behaviours and segmentation-based strategies, that can aid the identification of barriers to, and enablers of, sustained behaviour change.
Bate, Sheri Lewis; Cannon, Michael J
Congenital cytomegalovirus (CMV) is the most common congenital infection in the United States, causing permanent disabilities in more than 5,500 children born each year. In the absence of a vaccine, a promising means of prevention is through a behavioral intervention that educates women about CMV and promotes adherence to hygiene guidelines during pregnancy. Although effective behavioral interventions have been identified for other infectious diseases with similar transmission modes, current research has not yet identified an effective intervention for CMV. One way to gather evidence and identify key elements of a successful CMV intervention is through a social marketing approach. This article describes a five-step process for applying social marketing principles to the research and development, implementation, and evaluation of a CMV behavioral intervention.
Barboza, Stephanie Ingrid Souza; Costa, Francisco José da
This article aims to understand the motivational factors that influence individuals to donate blood, in order to support the social marketing measures for recruiting new donors. Based on theoretical research, a structural model was developed to analyze influences and interactions of constructs in individuals' intentions to donate blood. A field survey used a structured questionnaire with a sample of 346 individuals. The analysis included descriptive analysis, evaluation of psychometric consistency, and structural equation modeling with partial least squares estimation. Fear showed a negative influence and the reference group a positive influence on individual predisposition to donate blood. This indicated that social marketing for blood donation can be more effective in encouraging new donors if it remains focused on these two factors.
Flocks, J; Clarke, L; Albrecht, S; Bryant, C; Monaghan, P; Baker, H
The Together for Agricultural Safety project is a community-based social marketing project working to reduce the adverse health effects of pesticide exposure among fernery and nursery workers in Florida. In 3 years, the collaboration between university and community researchers has embodied many of the principles of community-based research while completing multiple stages of formative data collection required for a social marketing project. This hybrid approach to developing a health intervention for a minority community has been successful in its early stages because the community partners are organized, empowered, and motivated to execute research activities with the assistance of academic partners. However, this work has also been labor intensive and costly. This article describes the lessons learned by project partners and considers the limitations of this approach for agricultural health research.
Sewak, Aarti; Singh, Gurmeet
Social marketing techniques have been tested and proven useful within the health sector worldwide. In Fiji, social marketing was introduced in the early 1990s, and more rapidly during the last decade to improve national response to an increasing incidence of sexually transmitted infections (STIs) such as human immunodeficiency virus (HIV) and acquired immune deficiency syndrome (AIDS). Given the limited amount of research in the area of program evaluation in Pacific Island Countries and Territories (PICTs), this study systematically analyzes five Fijian HIV/AIDS prevention programs through Andreasen's benchmark criteria, in order to identify gaps in program design that ultimately impact program effectiveness. Assessment results unveil some interesting trends regarding the focus and applications of past Fijian HIV/AIDS prevention programs in the past decade. This article discusses these findings and other valuable lessons for future HIV/AIDS prevention strategies in Fiji and elsewhere.
Mattson, Marifran; Basu, Ambar
That messages are essential, if not the most critical component of any communicative process, seems like an obvious claim. More so when the communication is about health--one of the most vital and elemental of human experiences (Babrow & Mattson, 2003). Any communication campaign that aims to change a target audience's health behaviors needs to centralize messages. Even though messaging strategies are an essential component of social marketing and are a widely used campaign model, health campaigns based on this framework have not always been able to effectively operationalize this key component, leading to cases where initiating and sustaining prescribed health behavior has been difficult (MacStravic, 2000). Based on an examination of the VERB campaign and an Australian breastfeeding promotion campaign, we propose a message development tool within the ambit of the social marketing framework that aims to extend the framework and ensure that the messaging component of the model is contextualized at the core of planning, implementation, and evaluation efforts.
Flocks, J; Clarke, L; Albrecht, S; Bryant, C; Monaghan, P; Baker, H
The Together for Agricultural Safety project is a community-based social marketing project working to reduce the adverse health effects of pesticide exposure among fernery and nursery workers in Florida. In 3 years, the collaboration between university and community researchers has embodied many of the principles of community-based research while completing multiple stages of formative data collection required for a social marketing project. This hybrid approach to developing a health intervention for a minority community has been successful in its early stages because the community partners are organized, empowered, and motivated to execute research activities with the assistance of academic partners. However, this work has also been labor intensive and costly. This article describes the lessons learned by project partners and considers the limitations of this approach for agricultural health research. PMID:11427397
Shamsi, Mahmoud; Pariani, Abbas; Shams, Mohsen; Soleymani-nejad, Marzieh
To study the effects of an intervention based on social marketing to persuade workers to use personal protective equipment (PPE) in constructing subway stations in Isfahan, Iran. This was a quasi-experimental study. Two stations were selected as intervention and control groups. Intervention was designed based on results of a formative research. A free package containing a safety helmet with a tailored message affixed to it, mask and gloves and an educational pamphlet was delivered to the intervention group. After 6 weeks, behaviours in the intervention and control stations were measured using an observational checklist. After the intervention, the percentage of workers who used PPE at the intervention station increased significantly. OR for helmet and mask usage was 7.009 and 2.235, respectively, in the intervention group. Social marketing can be used to persuade workers to use PPE in the workplace.
Nguyen, Duy H.; Shimasaki, Suzuho; Stafford, Helen Shi
The USA seeks to eliminate health disparities by stimulating the rapid uptake of health-promoting behaviors within disadvantaged communities. A health journalism internship incorporates social marketing strategies to increase communities' access to cancer information, while helping the interns who are recruited from underrepresented communities gain admission to top graduate schools. Interns are taught basic health journalism skills that enable them to create immediate streams of cancer-related press releases for submission to community newspapers. Interns are charged with the social responsibility of continuing this dissemination process throughout their careers. Intermediate outcomes are measured as mediators of distal behavioral change goals. PMID:20186519
Nguyen, Duy H; Shimasaki, Suzuho; Stafford, Helen Shi; Sadler, Georgia Robins
The USA seeks to eliminate health disparities by stimulating the rapid uptake of health-promoting behaviors within disadvantaged communities. A health journalism internship incorporates social marketing strategies to increase communities' access to cancer information, while helping the interns who are recruited from underrepresented communities gain admission to top graduate schools. Interns are taught basic health journalism skills that enable them to create immediate streams of cancer-related press releases for submission to community newspapers. Interns are charged with the social responsibility of continuing this dissemination process throughout their careers. Intermediate outcomes are measured as mediators of distal behavioral change goals.
Chambers, David W
There is not enough marketing of dentistry; but there certainly is too much selling of poor quality service that is being passed off as dentistry. The marketing concept makes the patient and the patients' needs the ultimate criteria of marketing efforts. Myths and good practices for effective marketing that will promote oral health are described under the traditional four "Ps" categories of "product" (best dental care), "place" (availability), "promotion" (advertising and other forms of making patients aware of available services and how to use them), and "price" (the total cost to patients of receiving care).
Southwell, Brian G; Kim, Annice E; Tessman, Greta K; MacMonegle, Anna J; Choiniere, Conrad J; Evans, Sarah E; Johnson, Robin D
The latest generation of smokeless tobacco products encompasses a wide range of offerings, including what is commonly referred to as dissolvable tobacco. Designed to deliver nicotine upon dissolving or disintegrating in a user's mouth, dissolvable tobacco products currently appear in various United States markets as strips, orbs, sticks, and lozenges. The emergence of these new products poses distinct opportunities and challenges for social and behavioral science and public health research and raises important public policy questions.
Langford, Rebecca; Panter-Brick, Catherine
Health interventions increasingly rely on formative qualitative research and social marketing techniques to effect behavioural change. Few studies, however, incorporate qualitative research into the process of program evaluation to understand both impact and reach: namely, to what extent behaviour change interventions work, for whom, in what contexts, and why. We reflect on the success of a community-based hygiene intervention conducted in the slums of Kathmandu, Nepal, evaluating both maternal behaviour and infant health. We recruited all available mother-infant pairs (n = 88), and allocated them to control and intervention groups. Formative qualitative research on hand-washing practices included structured observations of 75 mothers, 3 focus groups, and 26 in-depth interviews. Our intervention was led by Community Motivators, intensively promoting hand-washing-with-soap at key junctures of food and faeces contamination. The 6-month evaluation period included hand-washing and morbidity rates, participant observation, systematic records of fortnightly community meetings, and follow-up interviews with 12 mothers. While quantitative measures demonstrated improvement in hand-washing rates and a 40% reduction in child diarrhoea, the qualitative data highlighted important equity issues in reaching the ultra-poor. We argue that a social marketing approach is inherently limited: focussing on individual agency, rather than structural conditions constraining behaviour, can unwittingly exacerbate health inequity. This contributes to a prevention paradox whereby those with the greatest need of a health intervention are least likely to benefit, finding hand-washing in the slums to be irrelevant or futile. Thus social marketing is best deployed within a range of interventions that address the structural as well as the behavioural and cognitive drivers of behaviour change. We conclude that critiques of social marketing have not paid sufficient attention to issues of health
Abstract Collaborative care models for depression in primary care are effective and cost-effective, but difficult to spread to new sites. Translating Initiatives for Depression into Effective Solutions (TIDES) is an initiative to promote evidence-based collaborative care in the U.S. Veterans Health Administration (VHA). Social marketing applies marketing techniques to promote positive behavior change. Described in this paper, TIDES used a social marketing approach to foster national spread of collaborative care models. TIDES social marketing approach The approach relied on a sequential model of behavior change and explicit attention to audience segmentation. Segments included VHA national leadership, Veterans Integrated Service Network (VISN) regional leadership, facility managers, frontline providers, and veterans. TIDES communications, materials and messages targeted each segment, guided by an overall marketing plan. Results Depression collaborative care based on the TIDES model was adopted by VHA as part of the new Primary Care Mental Health Initiative and associated policies. It is currently in use in more than 50 primary care practices across the United States, and continues to spread, suggesting success for its social marketing-based dissemination strategy. Discussion and conclusion Development, execution and evaluation of the TIDES marketing effort shows that social marketing is a promising approach for promoting implementation of evidence-based interventions in integrated healthcare systems. PMID:19785754
Faulkner, Guy; McCloy, Cora; Plotnikoff, Ronald C; Tremblay, Mark S
ParticipACTION is a Canadian physical activity communications and social marketing organization that has been relaunched in 2007 after a 6-year hiatus. The purpose of this study is to qualitatively identify and describe the expectations and challenges the relaunch of the new ParticipACTION may present for existing physical activity organizations. Using a purposeful sampling strategy, the authors conduct semistructured telephone interviews with 49 key informants representing a range of national, provincial, and local organizations with a mandate to promote physical activity. Overall, there is strong support in seeing ParticipACTION relaunched. However, organizational expectations and/or their ideal vision for it are mixed. Organizations envision and support its performing an overarching social marketing and advocacy role, and in providing tools and resources that supplement existing organizational activities. Four major organizational challenges are identified concerning overlapping mandates, partnership and leadership concerns, competition for funding, and capacity concerns. Social marketing initiatives, such as ParticipACTION, may not be able to maximize their impact unless they address the expectations and concerns of competing organizations with a mandate to promote physical activity.
Edgar, Timothy; Boyd, Stephanie D; Palamé, Megan J
Antibiotic resistance is one of today's most urgent public health problems, threatening to undermine the effectiveness of infectious disease treatment in every country of the world. Specific individual behaviours such as not taking the entire antibiotic regimen and skipping doses contribute to resistance development as does the taking of antibiotics for colds and other illnesses that antibiotics cannot treat. Antibiotic resistance is as much a societal problem as it is an individual one; if mass behaviour change across the population does not occur, the problem of resistance cannot be mitigated at community levels. The problem is one that potentially can be solved if both providers and patients become sufficiently aware of the issue and if they engage in appropriate behaviours. Although a number of initiatives have been implemented in various parts of the world to elicit behaviour change, results have been mixed, and there is little evidence that trial programmes with positive outcomes serve as models of sustainability. In recent years, several scholars have suggested social marketing as the framework for behaviour change that has the greatest chance of sustained success, but the antibiotic resistance literature provides no specifics for how the principles of social marketing should be applied. This paper provides an overview of previous communication-based initiatives and offers a detailed approach to social marketing to guide future efforts.
Primack, Brian A.; Bui, Thuy; Fertman, Carl I.
Objective It is essential to train health care providers to deliver care sensitive to the needs of diverse individuals with varying degrees of health literacy. We aimed to evaluate an innovative, theory-based, educational intervention involving social marketing and health literacy. Methods In 2006 at a large medical school, all first-year students were exposed to the intervention. They completed pre- and post-test anonymous surveys including demographic data, covariates, and key outcome variables. Paired t-tests and multiple linear regression were used to evaluate the intervention and to determine independent associations among the key outcome variables. Results Post-intervention scores were significantly higher than pre-intervention scores for social marketing (3.31 versus 1.90, p < 0.001), health literacy (3.41 versus 2.98, p < 0.001), and comfort in brochure development (3.11 versus 2.52, p < 0.001) (N = 83). After controlling for demographic and covariate data, health literacy and comfort in brochure development were independent predictors of comfort interacting with diverse populations. Conclusion A brief intervention involving social marketing and health literacy can improve skills that improve medical students’ comfort with patients of diverse backgrounds. Practice implications Health care providers can be taught educational principles and skills involved in developing effective patient education materials. These skills may improve providers’ comfort with direct patient interaction. PMID:17418522
Khowaja, Liaquat Ali; Khuwaja, Ali Khan; Nayani, Parvez; Jessani, Saleem; Khowaja, Malika Parveen; Khowaja, Saima
Smoking is the single most avoidable risk factor for cancers. Majority of smokers know about this fact but it is difficult for them to give it up mainly in the face of widespread smoking advertisements by the tobacco industries. To reduce the prevalence of smoking and its associated cancers, immediate actions are required by public health authorities. Social marketing is an effective strategy to promote healthy attitudes and influence people to make real, sustained health behavior change by transiting through different stages which include precontemplation, contemplation, preparation, action, and maintenance. Social marketing can influence smokers to voluntarily accept, reject, modify, or abandon their smoking behavior. In Pakistan, the smoking prevalence has been increasing, necessitating effective measures. The trend of its usage has been going upwards and, according to the World Health Organization, in Pakistan, the usage of cigarette smoking is increased by 30% compared to 1998 figures. The Pakistan Pediatrics Association has estimated 1,000 to 1,200 school-going children between the ages of 6 and 16 years take up smoking every day. In Pakistan, ex-smokers in the low socioeconomic group reported spending 25% of the total household income on this habit. This paper focuses on the antismoking social marketing strategy in Pakistan with an aim to reduce smoking prevalence, especially among the youth.
Appel, David L.
This booklet suggests ways in which institutions--Catholic schools in particular--can move beyond public relations and advertising to engage in the broader arena of marketing with its focus on consumer satisfaction. The first of the book's three chapters reviews the concept of marketing, providing definitions of key terms, clarification of…
Maust, Robert N.
Although college administrators may be committed to the concept and need for institutional marketing, even a well-developed marketing plan may not work if it is not clearly organized to address special needs. This article reviews management fads, how to make jargon operational, organizational dynamics, and monitoring fads. (MSE)
The target of viral marketing on the platform of popular online social networks is to rapidly propagate marketing information at lower cost and increase sales, in which a key problem is how to precisely discover the most influential users in the process of information diffusion. A novel method is proposed in this paper for helping companies to identify such users as seeds to maximize information diffusion in the viral marketing. Firstly, the user trust network oriented to viral marketing and users’ combined interest degree in the network including isolated users are extensively defined. Next, we construct a model considering the time factor to simulate the process of information diffusion in viral marketing and propose a dynamic algorithm description. Finally, experiments are conducted with a real dataset extracted from the famous SNS website Epinions. The experimental results indicate that the proposed algorithm has better scalability and is less time-consuming. Compared with the classical model, the proposed algorithm achieved a better performance than does the classical method on the two aspects of network coverage rate and time-consumption in our four sub-datasets.
Bonneau, Joseph; Preibusch, Sören
Torres, Jacqueline M; Kietzman, Kathryn G; Wallace, Steven P
Context Paid caregivers of low-income older adults navigate their role at what Hochschild calls the “market frontier”: the fuzzy line between the “world of the market,” in which services are exchanged for monetary compensation, and the “world of the gift,” in which caregiving is uncompensated and motivated by emotional attachment. We examine how political and economic forces, including the reduction of long-term services and supports, shape the practice of “walking the line” among caregivers of older adults. Methods We used data from a longitudinal qualitative study with related and nonrelated caregivers (n = 33) paid through California’s In-Home Supportive Services (IHSS) program and consumers of IHSS care (n = 49). We analyzed the semistructured interviews (n = 330), completed between 2010 and 2014, using a constructivist grounded theory approach. Findings Related and nonrelated caregivers are often expected to “gift” hours of care above and beyond what is compensated by formal services. Cuts in formal services and lapses in pay push caregivers to further “walk the line” between market and gift economies of care. Both related and nonrelated caregivers who choose to stay on and provide more care without pay often face adverse economic and health consequences. Some, including related caregivers, opt out of caregiving altogether. While some consumers expect that caregivers would be willing to “walk the line” in order to meet their needs, most expressed sympathy for them and tried to alter their schedules or go without care in order to limit the caregivers’ burden. Conclusions Given economic and health constraints, caregivers cannot always compensate for cuts in formal supports by providing uncompensated time and resources. Similarly, low-income older adults are not competitive in the caregiving marketplace and, given the inadequacy of compensated hours, often depend on unpaid care. Policies that restrict formal long-term services and
Helgøy, Ingrid; Homme, Anne
A social democratic, egalitarian public sector and a corporatist political economy have been strong, distinctive and enduring characteristics of Norwegian education. However, this article demonstrates that the education sector has experienced a period of rapid and extensive implementation of New Public Management (NPM) reforms and post-NPM reforms…
Potter, Sharyn J; Moynihan, Mary M; Stapleton, Jane G
Bystander-focused in person sexual violence prevention programs provide an opportunity for skill development among bystanders and for widening the safety net for survivors. A social marketing campaign was designed modeling prosocial bystander behavior and using content familiar to target audience members by staging and casting scenes to look similar to the people and situations that the target audience regularly encounters. We refer to this sense of familiarity as social self-identification. In this exploratory study, we attempt to understand how seeing oneself and one's peer group (e.g., social self-identification) in poster images affects target audience members' (e.g., college students) willingness to intervene as a prosocial bystander. The posters in the social marketing campaign were displayed throughout a midsize northeastern public university campus and neighboring local businesses frequented by students. During the last week of the 4-week poster display, the university's homepage portal featured an advertisement displaying a current model of an iPod offering undergraduate students an opportunity to win the device if they completed a community survey. We found that among students who had seen the posters, those who indicated that the scenes portrayed in the posters looked like situations that were familiar to them were significantly more likely to contemplate taking action in preventing a situation where sexual violence had the potential to occur. Furthermore, students who indicated familiarity with the poster content were more likely to indicate that they had acted in a manner similar to those portrayed in the poster. Future directions based on findings from this exploratory study are discussed.
Van Noy, Michelle; Zeidenberg, Matthew
The recent global economic downturn is causing U.S. workers and employers to look to the educational system for skills that will allow them to thrive when the economy recovers. Education alone cannot save the economy. Much larger forces are at work, such as international equity and debt markets, the banking crisis, and the deflation of consumer …
DeBar, LL; Schneider, M; Ford, EG; Hernandez, AE; Showell, B; Drews, KL; Moe, EL; Gillis, B; Jessup, AN; Stadler, DD; White, M
The HEALTHY study was a randomized, controlled, multicenter, middle school-based, multifaceted intervention designed to reduce risk factors for the development of type 2 diabetes. The study randomized 42 middle schools to intervention or control, and followed students from the sixth to the eighth grades. Participants were a racially, ethnically and geographically diverse cohort from across the United States. Here, we describe the conceptual underpinnings and design of the social marketing-based communications component of the HEALTHY study intervention that combined changes in the school nutrition and physical education (PE) environment with behavior change initiatives. The communications intervention component coordinated multiple elements to deliver campaigns that served to integrate and support all aspects of the HEALTHY intervention. The campaigns unfolded across five semesters of middle school, each targeting a specific theme related to the HEALTHY objectives. Communications campaigns comprised (1) core elements such as branding, posters, banners and visual and verbal messaging, (2) student events supporting the nutrition, PE and behavior intervention components through the application of social marketing and communications strategies, including the incorporation of student-generated media and (3) distribution of premiums and theme enhancers to extend the visibility of the study beyond the intervention environment. Formative research conducted with students, parents and school administrators was used to refine the communications strategy. Student peer communicators selected from the student body were involved to influence the normative student environment. Marketing and creative design experts developed a brand, logo, activities and materials. In the latter half of the study, student-generated messages and media were used to reflect local interests and culture and enhance peer influence. The HEALTHY intervention delivery and impact were strengthened by the
DeBar, L L; Schneider, M; Ford, E G; Hernandez, A E; Showell, B; Drews, K L; Moe, E L; Gillis, B; Jessup, A N; Stadler, D D; White, M
The HEALTHY study was a randomized, controlled, multicenter, middle school-based, multifaceted intervention designed to reduce risk factors for the development of type 2 diabetes. The study randomized 42 middle schools to intervention or control, and followed students from the sixth to the eighth grades. Participants were a racially, ethnically and geographically diverse cohort from across the United States. Here, we describe the conceptual underpinnings and design of the social marketing-based communications component of the HEALTHY study intervention that combined changes in the school nutrition and physical education (PE) environment with behavior change initiatives. The communications intervention component coordinated multiple elements to deliver campaigns that served to integrate and support all aspects of the HEALTHY intervention. The campaigns unfolded across five semesters of middle school, each targeting a specific theme related to the HEALTHY objectives. Communications campaigns comprised (1) core elements such as branding, posters, banners and visual and verbal messaging, (2) student events supporting the nutrition, PE and behavior intervention components through the application of social marketing and communications strategies, including the incorporation of student-generated media and (3) distribution of premiums and theme enhancers to extend the visibility of the study beyond the intervention environment. Formative research conducted with students, parents and school administrators was used to refine the communications strategy. Student peer communicators selected from the student body were involved to influence the normative student environment. Marketing and creative design experts developed a brand, logo, activities and materials. In the latter half of the study, student-generated messages and media were used to reflect local interests and culture and enhance peer influence. The HEALTHY intervention delivery and impact were strengthened by the
Tenenbaum, Joel; Horvatić, Davor; Bajić, Slavica Cosović; Pehlivanović, Bećo; Podobnik, Boris; Stanley, H. Eugene
In developed economies, the sign of the price increment influences the volatility in an asymmetric fashion—negative increments tend to result in larger volatility (increments with larger magnitudes), while positive increments result in smaller volatility. We explore whether this asymmetry extends from developed economies to European transition economies and, if so, how such asymmetry changes over time as these transition economies develop and mature. We analyze eleven European transition economies and compare the results with those obtained by analyzing U.S. market indices. Specifically, we calculate parameters that quantify both the volatility asymmetry and the strength of its dependence on prior increments. We find that, like their developed economy counterparts, almost all transition economy indices exhibit a significant volatility asymmetry, and the parameter γ characterizing asymmetry fluctuates more over time for transition economies. We also investigate how the association between volatility and volatility asymmetry varies by type of market. We test the hypothesis of a negative correlation between volatility and volatility asymmetry. We find that, for developed economies, γ experiences local minima during (i) “Black Monday” on October 19, 1987, (ii) the dot-com bubble crash in 2002, and (iii) the 2007-2009 global crisis while for transition economies, γ experiences local maxima during times of economic crisis.
Ducournau, Pascal; Gourraud, Pierre-Antoine; Rial-Sebbag, Emmanuelle; Bulle, Alexandre; Cambon-Thomsen, Anne
We probably did not anticipate all the consequences of the direct to consumer genetic tests on Internet, resulting from the combined skills of communication and genomic advances. What are the commercial strategies used by the companies offering direct-to-consumer genetic tests on Internet and what are the different social expectations on which they focus? Through a quantitative and qualitative analysis of the web sites offering such tests, it seems that these companies target a triple market based on: the "healthism" which raises health and hygiene to the top of the social values; the contemporary demands of the users to become actual actors of health decisions; and finally on the need for bio-social relationships. These three commercial strategies underlie various ethical and societal issues justifying a general analysis.
Chaudhary, Anil Kumar; Warner, Laura A.
Most educational programs are designed to produce lower level outcomes, and Extension educators are challenged to produce behavior change in target audiences. Social norms are a very powerful proven tool for encouraging sustainable behavior change among Extension's target audiences. Minor modifications to program content to demonstrate the…
Eddy, D; Garb, G
In Egypt, as in many other countries throughout the world, diarrhea is the number 1 killer of children under 2. The recent medical miracle responsible for battling diarrhea is nothing more than a simple solution of salts, sugar and water, commonly known as oral rehydration solution (ORS). In Egypt, the use of ORS saved an estimated 130,000 infants over a brief period of 2 years, and since 1980, deaths associated with diarrhea have been reduced by nearly 2/3 for children under 2. However, the lives saved in Egypt would not have been possible if mothers, pharmacists, doctors and nurses had not known about ORS and had not used the solution in the proper way at the proper time. The process of education Egyptians about ORS occurred due to the adaptation of commercial marketing methods for socially beneficial ends. The National Control of Diarrehal Diseases Project has managed to get the message out to mothers and medical professionals through a carefully planned communications strategy involving the coordinated use of mass media, market research, and evaluation; and relying on a multiplicity of channels that encompassed the Ministry of Health, medical professionals, the private sector and foreign technical assistants. This article outlines the ways in which social marketing was used to make this project a success.
Ejaz, Iram; Shaikh, Babar Tasneem
According to the World Health Organization and the United Nations Children's Fund, developing countries carry a large share of neonatal mortality in the world. According to UNICEF, almost 450 newborn children die every hour, mostly from preventable causes. Restricted access to quality and hygienic delivery services and limited knowledge about handling the newborn aggravate the situation. South Asia, and Pakistan in particular, have reduced their child and infant mortality during the last decade; however, neonatal mortality still remains unacceptably high. There are multiple reasons, mainly related to practices and behaviours of communities and traditional birth attendants. Rural and poor populations suffer most in Pakistan, where three out of five deliveries still occur at home. Traditional community practices and conservative norms drastically affect neonatal health outcomes. Preventing sepsis at the umbilical cord, keeping the baby at the correct temperature after birth and early initiation of exclusive breastfeeding are three simple strategies or messages that need to be disseminated widely to prevent many neonatal mortalities and morbidities. Since inappropriate practices in handling newborns are directly linked with persistent and unremitting behaviours among health providers and the community at large, we suggest doing robust "social marketing" for saving newborn lives. The objective of the paper is to present a social-marketing strategy and a marketing mix that will help address and surmount actual barriers and promote alternative behaviours in early neonatal care.
Since 1970, cleaner air and a growing economy have gone hand in hand. The Act has created market opportunities that have helped to inspire innovation in cleaner technologies for which the United States has become a global market leader.
Higgins, J W
The purpose of this article is to discuss how the computer software program MARTIN and social marketing concepts (understanding the consumer perspective, exchange, marketing mix, and segmentation) were used as organizational, analytical, and interpretive tools for qualitative data. The qualitative data are from a case study on citizen participation in a health reform policy in British Columbia. The concept of broad-based public participation is a fundamental element of health promotion and citizenship. There is a gap, however, between the promise and reality of citizen participation in health promotion. Emerging from the analysis was an understanding of the societal circumstances that inhibited or fostered participation. This article describes how the code-based, theory-building attributes of the MARTIN software facilitated a new conceptualization of participatory citizenship and generated new insights into understanding why some people participate and others do not.
Wong, Faye; Huhman, Marian; Heitzler, Carrie; Asbury, Lori; Bretthauer-Mueller, Rosemary; McCarthy, Susan; Londe, Paula
The VERB campaign is a multiethnic media campaign with a goal to increase and maintain physical activity among tweens, or children aged nine to 13 years. Parents, especially mothers aged 29 to 46, and other sources of influence on tweens (e.g., teachers, youth program leaders) are the secondary audiences of the VERB initiative. VERB applies sophisticated commercial marketing techniques to address the public health problem of sedentary lifestyles of American children, using the social marketing principles of product, price, place, and promotion. In this paper, we describe how these four principles were applied to formulate the strategies and tactics of the VERB campaign, and we provide examples of the multimedia materials (e.g., posters, print advertising, television, radio spots) that were created.
Glider, Peggy; Midyett, Stephen J.; Mills-Novoa, Beverly; Johannessen, Koreen; Collins, Carolyn
A social marketing media campaign, based on a normative social influence model and focused on normative messages regarding binge drinking, has yielded positive preliminary results of an overall 29.2 percent decrease in binge drinking rates over a three-year period. Two surveys provided information on student knowledge, perceptions, and behaviors…
Abbott, Michele; Ramchand, Rajeev; Chamberlin, Margaret; Marcellino, William
A social marketing campaign was introduced in California in 2012, promoting media adherence to consensus-based guidelines on reporting about suicide. We examine adherence to these guidelines by applying quantitative scores to articles in California and a national control group in two six-month intervals prior to and following campaign implementation. Utilizing a difference-in-difference approach, we found no significant effect of the campaign, though the type of article content was a significant indicator of the overall score. Findings also demonstrated a nation-wide downward trend in the quality of reporting. Qualitative results suggest a need for more flexible guidelines in light of a technologically driven news culture.
Ott, Carol H; Haertlein, Carol
We describe a social-norms marketing approach to moderating college student drinking behaviors and correcting student misperceptions about campus drinking. The intervention has the potential to be applied to other health behaviors where misperceptions abound, such as those related to cigarette smoking, eating disorders, sexual health, and sexual assault. Even though nurses are actively working on alcohol and other drug (AOD) prevention efforts on college campuses, little data based research have been published. Collaborative efforts between faculty from different disciplines, including nursing and nurse health educators, can be an effective combination for preventing alcohol abuse and for initiating sound research-based campus prevention programs.
Green, E C
An anthropological study of knowledge, attitudes and practices relating to child diarrhea and specifically to ORS was carried out in Bangladesh. The purpose of the study was to help design a culturally-sensitive social marketing program. Information was gathered on indigenous classification of diarrheas, patterns of therapy recourse and diarrhea management, and understanding of dehydration symptoms as well as use and attitudes regarding ORS. Among the findings were that 58% of households sampled had tried ORS at least once; ORS was perceived as a medicine with several positive attributes; literacy was positively related to ORS use; and there were no significant cultural barriers to ORS adoption.
Vonderheid, Susan C; Carrie, S Klima; Norr, Kathleen F; Grady, Mary Alice; Westdahl, Claire M
Centering Pregnancy, an innovative group model of prenatal care, shows promise to reduce persistent adverse maternal-infant outcomes and contain costs. Because this innovation requires systemwide change, clinics reported needing support enrolling women into groups and obtaining organizational buy-in. This study used the 3-step social marketing communication strategy to help clinic staff identify key customers and customer-specific barriers to adopting or supporting Centering Pregnancy. They developed targeted information to reduce barriers and built skills in communicating with different customers through role-playing. Findings provide practical information for others to use this communication strategy to improve implementation of Centering Pregnancy.
Twardowski, Tomasz; Małyska, Aleksandra
The development of biotechnology is influenced by many factors unique for a specific region. In Poland the lack of legislative solutions (to facilitate the promotion of the inventions) and the public resistance against certain sectors of biotechnology are significant factors limiting any further development. Although, science and technology are the front runners in any innovation, the significance of social and legal aspects is difficult to overestimate. In our opinion those factors are interconnected and crucial for marketing of innovative products, therefore, we indicate and explain the most important issues restraining the implementation of innovative biotechnology in the context of national specificity in Poland.
Cherry, L; Redmond, S P
A program for preventing alcohol-related problems at the community level using environmentally-focused, public health approaches sought to involve a new segment of the community. That segment consisted of recently-immigrated Afghans from a traditionally abstinent culture. Social marketing research was employed to elicit value-based benefits to be used in promoting the product (involvement with environmental change efforts) to the target audience. While the channels of distribution for promotional messages were easily identified, special attention was required relative to effective spokespersons. Much was also learned about the immigration experience of Afghans in a San Francisco Bay Area community that has significance for other fields.
Social marketers have certainly shown that the CSM discipline can quickly and cost-effectively harness commercial resources to increase contraceptive prevalence. But why hasn't the social marketing idea caught on in more countries? According to Social Marketing Forum, only a tiny number of countries have active programs after more than a decade of effort. The most likely reason for this lack of success is doubt and fear on the part of both developing countries' officials and donor agencies about allowing marketing enthusiasts--with our very noticeable advertising methods--to join the family planning fight. And what has our answer been? Usually, a head-on retort such as, "But look at all the condoms we've sold]" And that gets us nowhere, because the successful peddling of 1 not-so-impressive method doesn't begin to balance the fears of a possible backlash that brash condom promotions could bring down on official heads. The lesson we should be learning is that social marketers possess to narrow an outlook and promote a small range of products that don't enthuse decisionmakers. Hence, we are often perceived as condom salesmen--and not much more. What should we be doing? We should be selling the idea of using private sector experience to assist national development. That means social development, particularly improved health, family planning and women's education. These 3 activities have proven effective in reducing fertility and would add up to a marketing opportunity--a longterm challenge that should enthuse dicisionmakers, private sector entrepreneurs and donor agencies alike. Further, our model--the commercial sector--is renowned for branching out and secceeding in a broad range of endeavors. As an example, Procter and Gamble uses separate divisions to market different products. Initiatives already exist in many countries to harness the private sector as a development tool. Social marketers should be leading the initiative--and benefitting from it, too.
Longfield, Kim; Mundy, Gary; Win, Zaw; Montagu, Dominic
Background Concerns about appropriate pricing strategies and the high market share of subsidized condoms prompted Population Services International (PSI)/Myanmar to adopt a total market approach (TMA). This article presents data on the size and composition of the Myanmar condom market, identifies inefficiencies and recommends methods for better targeting public subsidy. Methodology Data on condom need and condom use came from PSI/Myanmar’s (PSI/M’s) behavioural surveys; data for key populations’ socioeconomic status profiles came from the same surveys and the National Tuberculosis Prevalence Survey. Data on market share, volumes, value and number of condoms were from PSI/M’s quarterly retail audits and Joint United Nations Programme on HIV/AIDS (UNAIDS). Results Between 2008 and 2010, the universal need for condoms decreased from 112.9 to 98.2 million while condom use increased from 32 to 46%. Free and socially marketed condoms dominated the market (94%) in 2009–11 with an increase in the proportion of free condoms over time. The retail price of socially marketed condoms was artificially low at 44 kyats ($0.05 USD) in 2011 while the price for commercial condoms was 119–399 kyats ($0.15–$0.49 USD). Equity analyses demonstrated an equal distribution of female sex workers across national wealth quintiles, but 54% of men who have sex with men and 55% of male clients were in the highest two quintiles. Donor subsidies for condoms increased over time; from $434 000 USD in 2009 to $577 000 USD in 2011. Conclusion The market for male condoms was stagnant in Myanmar due to: limited demand for condoms among key populations, the dominance of free and socially marketed condoms on the market and a neglected commercial sector. Subsidies for socially marketed and free condoms have prevented the growth of the private sector, an unintended consequence. A TMA is needed to grow and sustain the condom market in Myanmar, which requires close co-ordination between the
Indiana State Dept. of Education, Indianapolis.
This booklet produced by the State of Indiana introduces elementary teachers to economic concepts appropriate to the elementary curriculum and explains how to use mini-economy activities to teach these concepts. Chapter 1 describes how the mini-economy works, while chapter 2 introduces basic economic vocabulary and discusses market economy. Ideas…
Martinasek, Mary P; DeBate, Rita D; Walvoord, Ashley G; Melton, Stephanie T; Himmelgreen, David; Allen, Tammy D; McDermott, Robert J
The family dinner is a valued tradition that affords opportunities for social interaction and attachment, as well as sharing events of the day, role modeling, connectedness, and problem solving. Guided by the social-marketing framework, this study explored factors associated with the frequency of the family dinner among working mothers with children ages 8-11 years. A qualitative design was used, employing focus groups and Atlas-ti software for thematic analysis. Lack of time, cost, and exhaustion/lack of energy emerged as barriers. Working mothers indicated that a youth-based organization operating as a community partner could increase the frequency of the family dinner by helping with homework completion during after-school care, thereby providing mothers with the time necessary to prepare dinner. This research identified both community partners and working mothers as valued resources for prevention strategies. Interventions developed to increase family dinner frequency should emphasize the perceived value while decreasing the costs/barriers.
The development of the public health system between an increasing market orientation (commercialisation) and social responsibility is critically reflected by examining the medical care of those who are deprived. Poverty in Germany is dramatically increasing. There are confirmed findings on the correlation of being poor and being ill. Poverty leads to an increased number of cases of illness and a higher mortality rate. And vice versa, chronic illnesses very often cause impoverishment. This correlation has largely been ignored not only by the public but also by experts, especially when public health-care issues are on the political agenda. With reference to the current discussion about public health-care and the widespread disregard of the living conditions of the poor, the categories of "reasonable behaviour" (Kant) and "communicative behaviour" (Habermas) are reflected on in a philosophical excursion. Further interest groups affecting the political sphere, such as the pharmaceutical industry, the medical profession, patients and scientists are also examined with regard to public health-care. What are the premises of a health-care discussion that is controlled by economic considerations, particularly when keeping in mind the humanistic and Christian ethics of our society? And what does this mean for our responsibility for those who are handicapped and are in need of our help? Do decision makers and participants of the health-care discussion satisfy these ethical challenges? And what are the effects of the so-called "social peace" on social cooperation and economic power of a country? The increasing market orientation (commercialisation) of the public health sector can only be accepted on the basis of practiced humanity and social responsibility. In the light of a human public health-care, deprived people are in need of our solidarity.
In the recently published lectures from the College de France series, The Birth of Bio-Politics, Foucault (2009) offers his most explicit analysis of neo-liberal governmentality and its impact upon states and societies in the late twentieth century. Framed in terms of the bio-political as a mode of governance of populations and its relationship to neo-liberalism, these lectures offer a rich seam of theoretical resources with which to interrogate contemporary forms of governmentality. This paper seeks to apply these and some recent critical analysis by Foucauldian scholars, to the study of health governance, with particular reference to the use of social marketing as a strategy to improve the health of populations 'at a distance'. Reflecting a broader decollectivisation of welfare, such strategies are identified as exemplars of neo-liberal methods of governance through inculcating self management and individualisation of responsibility for health and wellbeing. Drawing on original empirical data collected with a sample of fifty long term unemployed men in 2009, this paper critically examines social marketing as a newer feature of health governance and reflects upon participants' responses to it as a strategy in the context of their wider understandings of health, choice and responsibility.
Abdulla, S; Gemperli, A; Mukasa, O; Armstrong Schellenberg, J R M; Lengeler, C; Vounatsou, P; Smith, T
Randomized controlled trials have shown that insecticide-treated nets (ITNs) have an impact on both malaria morbidity and mortality. Uniformly high coverage of ITNs characterized these trials and this resulted in some protection of nearby non-users of ITNs. We have now assessed the coverage, distribution pattern and resultant spatial effects in one village in Tanzania where ITNs were distributed in a social marketing programme. The prevalence of parasitaemia, mild anaemia (Hb <11 g/dl) and moderate/severe anaemia (Hb <8 g/dl) in children under five was assessed cross-sectionally. Data on ownership of ITNs were collected and inhabitants' houses were mapped. One year after the start of the social marketing programme, 52% of the children were using a net which had been treated at least once. The ITNs were rather homogeneously distributed throughout the village at an average density of about 118 ITNs per thousand population. There was no evidence of a pattern in the distribution of parasitaemia and anaemia cases, but children living in areas of moderately high ITN coverage were about half as likely to have moderate/severe anaemia (OR 0.5, 95% CI: 0.2, 0.9) and had lower prevalence of splenomegaly, irrespective of their net use. No protective effects of coverage were found for prevalence of mild anaemia nor for parasitaemia. The use of untreated nets had neither coverage nor short distance effects. More efforts should be made to ensure high coverage in ITNs programmes to achieve maximum benefit.
Buchthal, O Vanessa; Doff, Amy L; Hsu, Laura A; Silbanuz, Alice; Heinrich, Katie M; Maddock, Jay E
In 2007, the State of Hawaii, Healthy Hawaii Initiative conducted a statewide social-marketing campaign promoting increased physical activity and nutrition. The campaign included substantial formative research to develop messages tailored for Hawaii's multiethnic Asian and Pacific Islander populations. The authors conducted a statewide random digital dialing telephone survey to assess the campaign's comparative reach among individuals with different ethnicities and different levels of education and income. This analysis suggests that the intervention was successful in reaching its target ethnic audiences. However, a knowledge gap related to the campaign appeared among individuals with incomes less than 130% of the poverty level and those with less than a high school education. These results varied significantly by message and the communication channel used. Recall of supermarket-based messages was significantly higher among individuals below 130% of the poverty level and those between 18 and 35 years of age, 2 groups that showed consistently lower recall of messages in other channels. Results suggest that cultural tailoring for ethnic audiences, although important, is insufficient for reaching low-income populations, and that broad-based social marketing campaigns should consider addressing socioeconomic status-related channel preferences in formative research and campaign design.
Refuse collection has been the main public service to be outsourced in Denmark since the E.U. guidelines on public procurement came into force in 1993. The contracting activities of the municipalities are framed by a complex set of ideologies and objectives, in addition to regulations. At both EU level and at national level, the demands for marketization of the public sector are counterbalanced by demands for social and environmental considerations. The procurement directive reflects the balance legalizing the inclusion of such requirements by contracting. The Danish experiences, however, tell a grim tale of subordination of social requirements in municipal contracting practices with implications for the quality of the service. The results of a recent study of developments in the working conditions at commercial collection companies show deterioration in respect of health and safety, competence building and job security concurrent with the increase in outsourcing and competition in the sector. In the analysis of the results, a combination of municipal cost-saving strategies, harsh market forces and cultural influences are identified as causal factors. Drawing on a brief institutional analysis, it is concluded that the existing normative and regulative framework of municipal contracting needs reinforcement if societal intentions of qualified public services and acceptable working conditions are to be effective. Initiatives to simultaneously improve working conditions and environmental results of collection are called for.
Huang, Liling; Pérez-Hernández, Rosaura; Niederdeppe, Jeff; Arillo-Santillán, Edna; Alday, Jorge
Objectives. We aimed to assess the level of awareness and impact of a social marketing campaign to promote Mexico City's 2008 comprehensive smoke-free law. Methods. Four months after the smoke-free law was implemented but before the campaign launch, we collected data from a population-based, random sample of 961 inhabitants of Mexico City. We analyzed data from 786 respondents who completed follow-up at the end of the campaign to determine campaign exposure and the association between campaign exposure and changes in campaign-targeted knowledge and attitudes. Results. Recall of any of the 5 campaign materials was 69%, with a uniform distribution of exposure to 1, 2, and 3 or more campaign materials (25%, 25%, and 19%, respectively). Exposure to a greater number of campaign materials was associated in a monotonic relation with campaign-targeted knowledge of ammonia and arsenic in cigarette smoke. In models assessing support for, perceived benefits of, and perceived right to smoke-free places, campaign exposure accounted for a positive change in half of the indicators within each of these domains. Conclusions. Social marketing campaigns can reinforce knowledge and attitudes that favor smoke-free laws, thereby helping to establish smoke-free norms. PMID:21164097
Shams, Mohsen; Shojaeizadeh, Davoud; Majdzadeh, Reza; Rashidian, Arash; Montazeri, Ali
The use of the social marketing approach for public health issues is increasing. This approach uses marketing concepts borrowed from the principles of commercial marketing to promote beneficial health behaviors. In this qualitative study, four focus groups involving 42 participants were used in consumer research to explore taxi drivers' views on the driving situation and the determinants of risky driving behaviors in Tehran, as well as to gather their ideas for developing a social marketing program to reduce risky driving behaviors among taxi drivers in Tehran, Iran. Participants were asked to respond to questions that would guide the development of a marketing mix, or four Ps (product, price, place and promotion). The discussions determined that the program product should involve avoiding risky driving behaviors through increased attention to driving. They pointed out that developing and communicating with a well-designed persuasive message meant to draw their attention to driving could affect their driving behaviors. In addition, participants identified price, place and promotion strategies. They offered suggestions for marketing nonrisky driving to the target audience. The focus group discussions generated important insights into the values and the motivations that affect consumers' decisions to adopt the product. The focus group guided the development of a social marketing program to reduce risky driving behaviors in taxi drivers in Tehran, Iran.
Background This study describes the development of a social marketing campaign for increasing walking in a low income, high crime community as part of the Positive Action for Today’s Health (PATH) trial. Methods Focus groups were conducted with 52 African American adults (ages 18 to 65 yrs), from two underserved communities to develop themes for a social marketing campaign to promote walking. Participants responded to questions concerning social marketing principles related to product, price, place, promotion, and positioning for increasing neighbourhood walking. Results Focus group data informed the development of the campaign objectives that were derived from the “5 Ps” to promote physical and mental health, social connectedness, safety, and confidence in walking regularly. Focus group themes indicated that physical and mental health benefits of walking were important motivators. Walking for social reasons was also important for overcoming barriers to walking. Police support from trusted officers while walking was also essential to promoting safety for walking. Print materials were developed by the steering committee, with a 12-month calendar and door hangers delivered to residents’ homes to invite them to walk. Pride Stride walks empowered community walkers to serve as peer leaders for special walking events to engage new walkers. Conclusions Essential elements for developing culturally tailored social marketing interventions for promoting walking in underserved communities are outlined for future researchers. PMID:23497164
Jones, Sandra C; Andrews, Kelly; Francis, Kate
Youth alcohol consumption has been steadily declining in Australia, as in other countries; fewer young people are drinking and the age of initiation is increasing. However, young people, their parents and others in their communities continue to believe that adolescent (excessive) drinking is the norm. This perception, and the concurrent misperception that the majority of parents are happy to provide their underage children with alcohol, creates a perceived culture of acceptance of youth alcohol consumption. Young people believe that it is accepted, and even expected, that they will drink; and parents perceive that not providing their adolescent children with alcohol will lead to social exclusion. There is evidence that shifting social norms can have an immediate and lasting effect adolescents' (and adults') alcohol related attitudes and behaviors. This paper reports on a novel, community based social marketing intervention designed to correct misperceptions of alcohol related social norms in an Australian community. The project utilized a social marketing approach, informed by the full complement of Andreasen's social marketing benchmarking criteria, and concurrently targeted adolescents, parents of adolescents and the broader community. Using extensive formative research and multiple evaluation techniques, the study demonstrates that shifts in community social norms are possible and suggests that this approach could be used more widely to support the positive trends in youth alcohol consumption and parental supply.
Andrews, Kelly; Francis, Kate
Youth alcohol consumption has been steadily declining in Australia, as in other countries; fewer young people are drinking and the age of initiation is increasing. However, young people, their parents and others in their communities continue to believe that adolescent (excessive) drinking is the norm. This perception, and the concurrent misperception that the majority of parents are happy to provide their underage children with alcohol, creates a perceived culture of acceptance of youth alcohol consumption. Young people believe that it is accepted, and even expected, that they will drink; and parents perceive that not providing their adolescent children with alcohol will lead to social exclusion. There is evidence that shifting social norms can have an immediate and lasting effect adolescents’ (and adults’) alcohol related attitudes and behaviors. This paper reports on a novel, community based social marketing intervention designed to correct misperceptions of alcohol related social norms in an Australian community. The project utilized a social marketing approach, informed by the full complement of Andreasen’s social marketing benchmarking criteria, and concurrently targeted adolescents, parents of adolescents and the broader community. Using extensive formative research and multiple evaluation techniques, the study demonstrates that shifts in community social norms are possible and suggests that this approach could be used more widely to support the positive trends in youth alcohol consumption and parental supply. PMID:28107374
Hanson, Kara; Kikumbih, Nassor; Armstrong Schellenberg, Joanna; Mponda, Haji; Nathan, Rose; Lake, Sally; Mills, Anne; Tanner, Marcel; Lengeler, Christian
OBJECTIVE: To assess the costs and consequences of a social marketing approach to malaria control in children by means of insecticide-treated nets in two rural districts of the United Republic of Tanzania, compared with no net use. METHODS: Project cost data were collected prospectively from accounting records. Community effectiveness was estimated on the basis of a nested case-control study and a cross-sectional cluster sample survey. FINDINGS: The social marketing approach to the distribution of insecticide-treated nets was estimated to cost 1560 US dollars per death averted and 57 US dollars per disability-adjusted life year averted. These figures fell to 1018 US dollars and 37 US dollars, respectively, when the costs and consequences of untreated nets were taken into account. CONCLUSION: The social marketing of insecticide-treated nets is an attractive intervention for preventing childhood deaths from malaria. PMID:12764493
George, Kimberly S; Roberts, Calpurnyia B; Beasley, Stephen; Fox, Margaretta; Rashied-Henry, Kweli
Purpose . Design, implement, and evaluate a 6-week social marketing campaign (SMC) to raise awareness of obesity and increase involvement in type 2 diabetes prevention, nutrition, and fitness programs offered by the Brooklyn Partnership to Drive Down Diabetes (BP3D) in two low-income, urban communities. Design . This was a nonexperimental, formative research, mixed-methods study. Setting . The study took place in Central Brooklyn and East New York, two of the most impoverished, high-need communities in New York City. Subjects . Participants were black and Hispanic adults, who were 18+ years of age and residing in the priority communities. Intervention . Advertisements in English and Spanish encouraging healthier eating habits and advocating for better food options were displayed on New York City bus shelters, buses, and subway cars operating in the priority communities. Social media, Web sites, and print material were used to promote the campaign message. Measures . Social media metrics and a street intercept postsurvey informed the campaign's success. Analysis . Quantitative data were analyzed using descriptive statistics. Results . One hundred advertisements in English and Spanish were posted. After an 18-month follow-up, there were over 11,000 visits to the Facebook page. Results from the postsurvey (n = 171) suggest the SMC motivated participants who recognized the advertisements to improve their health behaviors. Conclusion . A multifaceted SMC that coincides with prevention programs can effectively raise attention to health issues and activities in a high-risk population at a relatively low cost.
lowers drug use, criminality, and teenage pregnancies , while increasing youth academic success, economic development, and government effectiveness .49...peace, good governance, and open market economies – like those being pursued in Afghanistan – will be limited in effectiveness when social capital is... effective international system, providing the foundation for continued prosperity, and, not least, in protecting Americans from external threats to our
Urban education and its contexts have changed in powerful ways. Old paradigms are being eclipsed by global forces of privatization and markets and new articulations of race, class, and urban space. These factors and more set the stage for Pauline Lipman's insightful analysis of the relationship between education policy and the neoliberal economic,…
Karelas, Gregory D
This paper proposes social marketing as a tool to build individual self-esteem and thus prevent the uptake of activities that pose risk to health. Evidence supporting this approach can be drawn from pioneer social marketing campaigns of the last 30 years that successfully addressed the prevention, treatment and stigmatization of skin cancer and leprosy with a fraction of the communication and media tools available today. Focusing primarily on the practices of skin tanning and lightening, this paper builds on studies that validate the ties between self-esteem and behavior, and addresses popular conceptions of skin color as drivers for individual behavior.
Moone, Rajean Paul; Lightfoot, Elizabeth
Centers for independent living (CILs) provide critical supports, services, and advocacy for assisting people with disabilities in living independently. As there is a rapidly increasing population of older people with disabilities, many CILs are now considering how to actively engage older adults in their organizations. This study utilized a survey of older people with disabilities to help identify social marketing techniques that community organizations like CILs can use to effectively reach older people with disabilities. Utilizing the components of the social marketing mix in designing outreach efforts, including a critical examination of product, place, price, participants, and partnering, CILs and other community agencies can better reach older adults with disabilities.
Konradi, Amanda; DeBruin, Patty L
The authors report on an advertising campaign to communicate the availability and desirability of using Sexual Assault Nurse Examination (SANE) services. They used social marketing precepts to develop posters to educate college students about using SANE as a health service and as an arm of prosecution. After 2 advertising campaigns, they conducted an anonymous survey of 1,051 college students. The findings indicated that posters placed in residence halls and public bathrooms reached students, produced a statistically significant increase in students' understanding of SANE services, and were significantly associated with their hypothetical encouragement of others to use SANE. Gender mediated some results. Posters placed in private viewing spaces were found to be a viable way to communicate information about SANE. Funding to combat violence against women on campus should be aimed at increasing students' access to SANE and should include the costs of advertising the program.
Willoughby, Jessica Fitts
Sexual health text message services are becoming an increasingly popular way to provide adolescents with accurate sexual health information, but promotion of such services is often limited. This study uses three quantitative methods (service use data, a text message-based questionnaire, and an in-school online survey) to assess the effectiveness of an in-school social marketing campaign promoting a sexual health text message service that connects teens directly with a health educator. The 3-month campaign was associated with increased service use, but use was still relatively low. Follow-up qualitative work that included focus groups and interviews found a number of barriers to use. Teens indicated they did not have sexual health questions, did not think of the service, or were unsure how to use it. Teens also brought up additional barriers such as concern over parents seeing the messages. Implications for text message service providers and health educators are discussed.
Albrecht, T L; Bryant, C
Large-scale communication campaigns for health promotion and disease prevention involve analysis of audience demographic and psychographic factors for effective message targeting. A variety of segmentation modeling techniques, including tree-based methods such as Chi-squared Automatic Interaction Detection and logistic regression, are used to identify meaningful target groups within a large sample or population (N = 750-1,000+). Such groups are based on statistically significant combinations of factors (e.g., gender, marital status, and personality predispositions). The identification of groups or clusters facilitates message design in order to address the particular needs, attention patterns, and concerns of audience members within each group. We review current segmentation techniques, their contributions to conceptual development, and cost-effective decision making. Examples from a major study in which these strategies were used are provided from the Texas Women, Infants and Children Program's Comprehensive Social Marketing Program.
Tanner, John F; Anne Raymond, Mary; Ladd, Stacey D
This study examines a community saturation program, a social marketing strategy, promoting abstinence education and evaluates the effects of this strategy on adolescents' attitudes and sexual behaviors. The study also examines components of the strategy to determine which program element was most influential. The Worth the Wait program was implemented in five counties in Texas beginning in 1999 for the first county and in 2000 and 2001 for the other four counties. A total of 2007 students in grades 7 through 12 were tracked and answered an end-of-the-year post-program survey after varying time periods of school program participation. Results indicate that a saturation program can be effective in reducing teen pregnancy.
We are in a new era in American history. Showing a remarkable shift in attitudes toward gay, lesbian, bisexual, and transgender (LGBT) people, the United States appears to be embracing a new, more inclusive view of family life. With positive action in two landmark Supreme Court cases and a rapidly growing number of state legislatures, the trends are strong toward full legal recognition of marriages of same-sex partners and parenthood by both partners in committed gay couples rearing children. And, the trend is international. Many people are both astonished and cheered by the accelerating pace of change in acceptance of LGBT people. Surveys now show that about 60% of Americans support marriage equality so that gay couples may wed. Less than a decade ago, that proportion of Americans opposed gay weddings. This article looks at what has changed, and why, as well as how social marketing, among other forces, lifted the curtain on these unmistakable trends.
Akinci, Fevzi; Healey, Bernard J
Using the concept of social marketing, this study examined the determinants of access to primary health care services in order to better understand the perceived access problems and unmet service needs of an entire city in Northeastern Pennsylvania. Consistent with previous research, lack of access to health insurance coverage represents an important financial barrier to access to health care services in this community. This study also highlights the role of perceived need in explaining the presence or absence of a physician consultation.While increased attention to access issues at the national level is important, there also needs to be more emphasis on collecting local data for local decision-making regarding access issues.
Hull, Pamela C.; Williams, Elizabeth A.; Khabele, Dineo; Dean, Candace; Bond, Brea; Sanderson, Maureen
OBJECTIVE To generate recommendations for framing messages to promote HPV vaccination, specifically for African American adolescents and their parents who have not yet made a decision about the vaccine (the “Undecided” market segment). METHODS Focus groups and interviews were conducted with African American girls ages 11–18 (N=34) and their mothers (N=31), broken into market segments based on daughter’s vaccination status and mother’s intent to vaccinate. RESULTS Findings suggested that the HPV vaccine should be presented to “Undecided” mothers and adolescents as a routine vaccine (just like other vaccines) that helps prevent cancer. Within the “Undecided” segment, we identified two sub-segments based on barriers to HPV vaccination and degree of reluctance. The “Undecided/Ready If Offered” segment would easily accept HPV vaccine if given the opportunity, with basic information and a healthcare provider recommendation. The “Undecided/Skeptical” segment would need more in-depth information to allay concerns about vaccine safety, mistrust of drug companies, and recommended age. Some mothers and girls had the erroneous perception that girls do not need the vaccine until they become sexually active. African American adolescents and their mothers overwhelmingly thought campaigns should target both girls and boys for HPV vaccination. In addition, campaigns and messages may need to be tailored for pre-teens (ages 9–12) versus teens (ages 13–18) and their parents. CONCLUSIONS Findings pointed to the need to “normalize” the perception of HPV vaccine as just another routine vaccine (e.g., part of pre-teen vaccine package). Findings can inform social marketing campaigns targeting Undecided or ethnically diverse families. PMID:24491412
Forrester, L A; Bryce, E A; Mediaa, A K
A year-long multifaceted hand-hygiene campaign entitled Clean Hands for Life targeting individual, environmental and organisational factors that influence healthcare worker (HCW) hand-hygiene behaviour was implemented in 36 acute and long-term care facilities in Vancouver Coastal Health region. The campaign involved rotation of ten novel posters, two poster contests, and distribution of multiple promotional items. A social marketing approach was used to implement and monitor the effectiveness of the campaign. Evaluation included quality assurance surveys, staff surveys (baseline, mid- and post-campaign), and focus groups. A total of 141 poster contest submissions was received, 5452 staff surveys completed and 14 focus groups conducted. Overall knowledge of the importance of hand-hygiene and intention to clean hands was high at baseline. No significant differences were observed when mid- and post-campaign scores were compared to baseline. The majority (89.5%) of HCWs reported that they preferred soap and water over alcohol hand gel. A significant increase in the self-reported use of hand-hygiene products was observed particularly among HCWs not providing direct patient care. Barriers to hand-hygiene included inappropriate placement of sinks, traffic flow issues, inadequately stocked washrooms, workload and time constraints. Organisational support was visible throughout the campaign. The results showed that social marketing is an effective approach in engaging HCWs. Hand-hygiene campaigns that focus almost exclusively on increasing awareness among HCWs may not be as successful as multifaceted campaigns or campaigns that target identified barriers to hand-hygiene.
Cates, Joan R.; Diehl, Sandra J.; Crandell, Jamie L.; Coyne-Beasley, Tamera
Objectives Adoption of human papillomavirus (HPV) vaccination in the US has been slow. In 2011, HPV vaccination of boys was recommended by CDC for routine use at ages 11–12. We conducted and evaluated a social marketing intervention with parents and providers to stimulate HPV vaccination among preteen boys. Methods We targeted parents and providers of 9–13 year old boys in a 13 county NC region. The 3-month intervention included distribution of HPV vaccination posters and brochures to all county health departments plus 194 enrolled providers; two radio PSAs; and an online CME training. A Cox proportional hazards model was fit using NC immunization registry data to examine whether vaccination rates in 9–13 year old boys increased during the intervention period in targeted counties compared to control counties (n=15) with similar demographics. To compare with other adolescent vaccines, similar models were fit for HPV vaccination in girls and meningococcal and Tdap vaccination of boys in the same age range. Moderating effects of age, race, and Vaccines for Children (VFC) eligibility on the intervention were considered. Results The Cox model showed an intervention effect (β=0.29, HR=1.34, p=.0024), indicating that during the intervention the probability of vaccination increased by 34% in the intervention counties relative to the control counties. Comparisons with HPV vaccination in girls and Tdap and meningococcal vaccination in boys suggest a unique boost for HPV vaccination in boys during the intervention. Model covariates of age, race and VFC eligibility were all significantly associated with vaccination rates (p<.0001 for all). HPV vaccination rates were highest in the 11–12 year old boys. Overall, three of every four clinic visits for Tdap and meningococcal vaccines for preteen boys were missed opportunities to administer HPV vaccination simultaneously. Conclusions Social marketing techniques can encourage parents and health care providers to vaccinate
Formoso, Giulio; Marata, Anna Maria; Magrini, Nicola
The implementation of public health knowledge is a complex process; researchers focus on organizational barriers but generally give little attention to the format and validity of relevant information. Primary and secondary papers and practice guidelines should represent valid and relevant sources of knowledge for clinicians and others involved in public health. However, this information is usually targeted at researchers rather than practitioners; it is often not completely intelligible, does not explain what it really adds to existing knowledge or which clinical/organizational context to place it in, and often lacks 'appeal' for those who are less informed. Moreover, this information is sometimes founded on biased research, shaped by sponsors to give scientific plausibility to market-driven messages. A "social marketing" approach can help public health researchers make evidence-based information clear and appealing. The validity and relevance of this information can be explained to target readers in light of their own knowledge levels and in terms of how this information could help their practice. In this paper we analyse the barriers to knowledge transfer that are often inherent in the format of the information, and propose a more user-friendly, enriched and non-research-article format.
Fragile states have been raising increasing concern among donors since the mid-2000s. The policies of the Global Fund to fight HIV/AIDS, Malaria, and Tuberculosis (GF) have not excluded fragile states, and this source has provided financing for these countries according to standardized procedures. They represent interesting cases for exploring the meaning and role of measurement in a globalized context. Measurement in the field of HIV/AIDS and its treatment has given rise to a private outsourcing of expertise and auditing, thereby creating a new form of value based on the social process of registration and the creation of realities produced by the intervention itself. These "scriptural economies" must be questioned in terms of the production of knowledge, but also in terms of social justice. Governing HIV/AIDS treatments by numbers in a fragile state is explored in this article through the experience of the Central African Republic (CAR) in terms of epidemiology and access to antiretroviral drugs. The unexpected effects of performance-based programs in this context underline the need for global health governance to be re-embedded into a social justice framework.
Hormats, Robert D
Abraham Lincoln would have well understood the challenges facing many modern emerging nations. In Lincoln's America, as in many developing nations today, sweeping economic change threatened older industries, traditional ways of living, and social and national cohesion by exposing economies and societies to new and powerful competitive forces. Yet even in the midst of the brutal and expensive American Civil war--and in part because of it--Lincoln and the Republican Congress enacted bold legislation that helped create a huge national market, a strong and unified economy governed by national institutions, and a rising middle class of businessmen and property owners. Figuring out how to maximize the benefits of globalization while minimizing its disruptions is a formidable challenge for policy makers. How do you expand opportunities for the talented and the lucky while making sure the rest of society doesn't fall behind? It may be helpful to look at the principles that informed the policies that Lincoln and the Republican Congress instituted after they came to power in 1861: Facilitate the upward mobility of low- and middle-income groups to give them a significant stake in the country. Emphasize the good of the national economy over regional interests. Affirm the need for sound government institutions to temper the dynamics of the free enterprise system. Tailor policies to the national situation. Realize that a period of turmoil may present a unique opportunity for reform. These principles drove the reforms that helped Americans cope with and benefit from rapid technological advances and the fast integration of the American economy in the nineteenth century. They may be instructive to today's policy makers who are struggling to help their own citizens integrate into the fast-changing global economy of the twenty-first century.
Boxall, Anne-marie; Short, Stephanie D
Background It is accepted knowledge that social and economic conditions – like education and income – affect population health. What remains uncertain is whether the degree of inequality in these conditions influences population health and if so, how. Some researchers who argue that inequalities are important, say there is a relationship between political economy, inequality and population health. Their evidence comes from comparative studies showing that countries with neo-liberal political economies generally have poorer population health outcomes than those with social or Christian democratic political economies. According to these researchers, neo-liberal political economies adopt labour market and welfare state policies that lead to greater levels of inequality and poorer population health outcomes for us all. Discussion Australia has experienced considerable social and economic reforms over the last 20 years, with both major political parties increasingly adopting neo-liberal policies. Despite these reforms, population health outcomes are amongst the best in the world. Summary Australia appears to contest theories suggesting a link between political economy and population health. To progress our understanding, researchers need to concentrate on policy areas outside health – such as welfare, economics and industrial relations. We need to do longitudinal studies on how reforms in these areas affect levels of social and economic inequality, as well population health. We need to draw on social scientific methods, especially concerning case selection, to advance our understanding of casual relationships in policy studies. It is important to find out if, and why, Australia has resisted the affects of neo-liberalism on population health so we ensure our high standards are maintained in the future. PMID:16737549
Background The article explores the implications of personal budgets within English social care services, which position the individual as market actor. Rooting the research in the broader personalization agenda, the study looks at the limitations of the market in relation to individual purchase of private goods (e.g. home care), in the pooling of funds to purchase group services and in the provision of public goods such as building-based services. Method The article takes a multi-method approach, combining an interpretive focus on the framing of the personal budget-holder by advocates of personalization with national evaluation data, and data from a small survey of day centre workers. Results The article identifies three framings of the individual budget-holder articulated by advocates of personalization. The first is that personal budget-holders will be empowered market actors, commissioning the services they need. The second is that budget-holders will pool resources with others to purchase group services in order to broaden the range of options available to them. The third is that services which cannot be disaggregated into individual or group budgets – such as day centres – are not valued by service users. The article looks at the evaluation data on these three claims in turn. It identifies four limitations to the capacity of people to purchase care goods on an individual basis: lack of transparency in allocating budgets, complexity in managing a budget, excessive auditing of spending and lack of responsiveness from the provider market. Pooling of budgets to purchase collective services is found to be underdeveloped, and hampered by the complexity which is a broader limitation on personal budgets. Day centres are found to be closing not in response to commissioning decisions by individual budget-holders but because of decommissioning by local authorities, minimising the scope for individuals to express a preference for this type of care. The survey
Khawaja, Zain-Ul-Abdin; Ali, Khudejah Iqbal; Khan, Shanze
Social marketing related to sexual health is a problematic task, especially in religiously and/or culturally conservative countries. Social media presents a possible alternative channel for sexual health efforts to disseminate information and engage new users. In an effort to understand how well sexual health campaigns and organizations have leveraged this opportunity, this study presents a systematic examination of ongoing Facebook-based sexual health efforts in conservative Asian countries. It was discovered that out of hundreds of sexual health organizations identified in the region, less than half had created a Facebook page. Of those that had, only 31 were found to have posted sexual health-relevant content at least once a month. Many of these 31 organizations were also unsuccessful in maintaining regular official and user activity on their page. In order to assess the quality of the Facebook pages as Web-based information resources, the sexual health-related official activity on each page was analyzed for information (a) value, (b) reliability, (c) currency, and (d) system accessibility. User responsiveness to official posts on the pages was also used to discuss the potential of Facebook as a sexual health information delivery platform.
Sahlman, W A
Many policy makers at the Fed contend that the new economy is a fragile bubble--and that with the "irrational exuberance" of the capital markets, the sky is going to fall on the U.S. economy. That couldn't be further from the truth, according to William Sahlman. As long as the government doesn't interfere, he argues, the economy is sturdy, resilient, and raring to grow. The new economy is strong for several reasons. First, it is based on a business model that works. Any business system that relentlessly drives out inefficiency, forces intelligent business-process reengineering, and gives customers more of what they want will be sustainable. Second, it is built on America's admiration for entrepreneurs and its tolerance for failure, not to mention its easy access to capital. Third, the new economy is attracting the best and brightest minds in the country. And finally, says Sahlman, the new economy is strong because it is spreading. It may be primarily an American phenomenon now, but in a few short years it will start to show its effects everywhere, making the whole world a more productive place. Still, Sahlman believes, the road ahead is not without potholes and sharp curves. But that is what the new economy is all about, he maintains--companies attacking the status quo and entrenched players, companies experimenting to find new technologies that improve or replace earlier ones. Such activity presents no cause for alarm. The economic, social, and cultural factors undergirding the new economy are rock solid. It's simply a matter of letting them stand.
DeJong, William; Schneider, Shari Kessel; Towvim, Laura Gomberg; Murphy, Melissa J.; Doerr, Emily E.; Simonsen, Neal R.; Mason, Karen E.; Scribner, Richard A.
A 14-site randomized trial tested the effectiveness of social norms marketing (SNM) campaigns, which present accurate student survey data in order to correct misperceptions of subjective drinking norms and thereby drive down alcohol use. Cross-sectional student surveys were conducted by mail at baseline and at posttest 3 years later. Hierarchical…
Cole, Elaine J.; Fieselman, Laura
Purpose: The purpose of this paper is to design a community-based social marketing (CBSM) campaign to foster sustainable behavior change in paper reduction, commingled recycling, and purchasing environmentally preferred products (EPP) with faculty and staff at Pacific University Oregon. Design/methodology/approach: A CBSM campaign was developed…
Atkinson, Amanda Marie; Sumnall, Harry; Measham, Fiona
Aims: This study analysed the depiction of alcohol in an online government partnered social marketing campaign: Hollyoaks "The Morning After the Night Before". This was a new initiative, providing Internet-delivered episodes of a popular terrestrial drama targeted at young people. Methods: All the 12 episodes were coded for "visual…
Paek, Hye-Jin; Jung, Yumi; Oh, Hyun Jung; Alaimo, Katherine; Pfeiffer, Karin; Carlson, Joseph J.; Wen, Yalu; Betz, Heather Hayes; Orth, Julie
Objective: To evaluate the short-term outcome of the social marketing approach used in Project FIT, we developed a school- and community-based programme for promoting healthful eating and physical activity in kindergarten to 5th-grade children and their parents. Design: A 2-year quasi-experiment for children and two cross-sectional surveys for…
Shive, Steven E.; Morris, Michelle Neyman
In this study, the authors evaluated the effectiveness of the "Energize Your Life!" social-marketing campaign pilot study to improve knowledge, attitudes, and fruit intake among community college students. The authors used a cross-sectional, quasi-experimental, pre- and posttest design. They randomly selected community college students…
Warner, Laura A.; Stubbs, Eric; Murphrey, Theresa Pesl; Huynh, Phuong
The purpose of this study was to identify the specific competencies needed to apply social marketing, a promising approach to behavior change, to Extension programming. A modified Delphi study was used to achieve group consensus among a panel of experts on the skills, characteristics, and knowledge needed to successfully apply this behavior change…
Young, Laura; Anderson, Jennifer; Beckstrom, Leslie; Bellows, Laura; Johnson, Susan L
Within the field of nutrition education, social marketing has become a promising framework to systematically approach problems related to nutrition behavior. In 1997, the Colorado Nutrition Network began developing a social marketing campaign to promote healthful food choices among low-income Coloradans. A multifaceted formative evaluation plan that included focus groups, campaign concept pretesting, and a food frequency questionnaire was used to segment and scrutinize the target audience. The resulting pilot program was a blend of educational and marketing strategies targeting preschoolers that was implemented in Head Start classrooms. The 12-week intervention contained a narrow, behavior-based "try new foods" message, multiple nutrition education activities, and repeated opportunities to taste 13 novel foods. Key strategies used and findings from the formative evaluation process are presented herein in an effort to provide insight for nutrition educators interested in developing similar interventions.
Gomberg, L; Schneider, S K; DeJong, W
A social marketing campaign to change perceptions of peer drinking norms was conducted by the National Golden Key Honor Society at the University of Mississippi during the 1995-1996 school year. To assess the campaign's impact on perceptions of student drinking norms and alcohol consumption, Golden Key's national office administered a survey three times during the school year to all students enrolled in a random sample of required freshmen English courses. Regression analyses suggest that exposure to the marketing campaign may be associated with lower (and more accurate) estimates of student drinking norms. While offering promising results, this study was limited due to shortcomings in the research design. Future evaluations of social norms marketing campaigns should adhere to basic evaluation principles, such as using comparison groups, collecting contextual data, using a valid and reliable survey instrument, and ensuring proper survey administration techniques.
Parker, Stephany; Hunter, Toma; Briley, Chiquita; Miracle, Sarah; Hermann, Janice; Van Delinder, Jean; Standridge, Joy
Objective: To identify health product and promotion channels for development of a Chickasaw Nation Supplemental Nutrition Assistance Education Program (SNAP-Ed) social marketing program. Methods: The study was qualitative and used social marketing principles to assess Native American women's views of health and nutrition. Focus groups (n = 8) and…
Bartlett, Lesley; Frederick, Marla; Gulbrandsen, Thaddeus; Murillo, Enrique
Suggests that the 1980s neoliberal renaissance marketized education, with negative social consequences. Examines the emergence and promotion of a national-level discourse that positioned schools in the service of the economy. Ethnographic research shows how local growth elite utilized this discourse to further their own race and class interests,…
Neave, G.; And Others
This monograph presents four papers on the interaction of the market and higher education institutions in relation to the evolution of management and administrative patterns according to the requirements of new political and economic situations. In particular, the papers discuss the changes which a market ideology has brought to European higher…
Fichtner, Aaron; Kauder, Ronnie; Krepcio, Kathy
Quality labor market data and analysis is critical to developing effective market-driven workforce and economic strategies in states, regions, and localities. Such information can be complex, intimidating, and overwhelming to many users, however. This issue brief offers a framework for understanding workforce information, including a summary of…
Goldberg, Gertrude Schaffner
To social workers, extreme economic inequality is primarily a violation of social justice, but this article shows how growing economic inequality since the mid-1970s was not only unjust, but also dysfunctional to the U.S. economy and linked to the recent economic crisis with its devastating effects, particularly on the social work clientele. The article identifies interrelated changes in ideology, the market economy, and government policies since the mid-1970s; contrasts the political economy of this period with the preceding post-World War II decades when the trend was toward a "shared prosperity"; and shows how increased economic inequality and political consequences that undermined democracy itself contributed to the economic meltdown. The analysis has implications for the direction of social reform and for broadening the constituency of social movements in pursuit of the social work mission of social justice. How social workers can contribute to such movements and to a reduction of economic and political inequality is explored.
Occupational Outlook Quarterly, 2010
The economy's need for workers originates in the demand for the goods and services that they provide. So, to project employment, the Bureau of Labor Statistics (BLS) starts by projecting the gross domestic product (GDP) for 2018. GDP is the value of the final goods produced and services provided in the United States. Then, BLS estimates the…
Occupational Outlook Quarterly, 2012
The economy's need for workers originates in the demand for the goods and services that these workers provide. So, to project employment, BLS starts by estimating the components of gross domestic product (GDP) for 2020. GDP is the value of the final goods produced and services provided in the United States. Then, BLS estimates the size--in…
Hess, L L
In Guinea, jingles promoting Prudence condoms are heard on radio and television in 4 different national languages 5 times a day. This has produced an attitudinal change through an intense national media campaign orchestrated by the USAID-financed Social Marketing of Contraceptives Project carried out by Population Services International (PSI), which provides family planning information, products and services through public and private outlets for 500,000 sexually active couples. PSI's paid media campaign has sponsored call-in talk shows on women and AIDS and religion and AIDS at the rural radio station in Labe. Billboards placed in key locations remind people that using condoms helps prevent AIDS. PSI organized a team of 10 Prudence condom marketing agents in March 1992 to establish 400 nontraditional retail and 50 traditional retail and wholesale outlets for condoms. Outlets include pharmacies, restaurants, hotels, grocery stores, and nightclubs. The distributors sell the condoms at a profit. In the first 6 months, PSI distributed 2.3 million condoms. Young women want to space their children and limit the number of children, said the chief midwife for the Guinean Association for Family Well Being clinic in Conakry. Guinea's population growth rate is 2.8%, which will result in a doubling of the population in 25 years. In May 1992, Guinea's government ratified a national population policy supporting family planning. One of the primary goals is to increase contraceptive use to 25% of all couples. PSI works with the Ministry of Health and the Guinean Association for Family Well Being to integrate family planning and sexually transmitted disease prevention activities into 32 primary health care centers in Guinea's Forest Region. To combat the spread of HIV infection, PSI provides technical assistance to the National AIDS Committee to carry out AIDS information activities throughout the country, targeting the military, police, truck drivers, and students.
Rogers, Elizabeth A; Fine, Sarah C; Handley, Margaret A; Davis, Hodari B; Kass, James; Schillinger, Dean
Purpose . To examine the reach, efficacy, and adoption of The Bigger Picture, a type 2 diabetes (T2DM) social marketing campaign that uses spoken-word public service announcements (PSAs) to teach youth about socioenvironmental conditions influencing T2DM risk. Design . A nonexperimental pilot dissemination evaluation through high school assemblies and a Web-based platform were used. Setting . The study took place in San Francisco Bay Area high schools during 2013. Subjects . In the study, 885 students were sampled from 13 high schools. Intervention . A 1-hour assembly provided data, poet performances, video PSAs, and Web-based platform information. A Web-based platform featured the campaign Web site and social media. Measures . Student surveys preassembly and postassembly (knowledge, attitudes), assembly observations, school demographics, counts of Web-based utilization, and adoption were measured. Analysis . Descriptive statistics, McNemar's χ(2) test, and mixed modeling accounting for clustering were used to analyze data. Results . The campaign included 23 youth poet-created PSAs. It reached >2400 students (93% self-identified non-white) through school assemblies and has garnered >1,000,000 views of Web-based video PSAs. School participants demonstrated increased short-term knowledge of T2DM as preventable, with risk driven by socioenvironmental factors (34% preassembly identified environmental causes as influencing T2DM risk compared to 83% postassembly), and perceived greater personal salience of T2DM risk reduction (p < .001 for all). The campaign has been adopted by regional public health departments. Conclusion . The Bigger Picture campaign showed its potential for reaching and engaging diverse youth. Campaign messaging is being adopted by stakeholders.
Francis, Sarah L; Taylor, Martha L; Strickland, Amy Williams
Nutrition education programs for elder caregivers (CG) and their elder care recipients (CR) are important in preventing malnutrition. Using Social Marketing Theory, this study assessed the needs and preferences for nutrition education in elder CGs and their CRs in Guilford County, NC. Thirty-two pairs of community-residing elder CGs/CRs and three focus groups (FGs) participated. Health and diet questionnaires were administered to all CGs/CRs during in-home interviews. CGs/CRs and FGs evaluated nutrition education materials. Questionnaires were analyzed using SPSS v9. Ethnograph v5.0 was used to code the interviews regarding the education materials. The CGs were middle age (58.9 years), overweight (BMI = 28.8) Caucasian women. The CRs were old (79.4 years), overweight (BMI = 26.0) Caucasian women. Identified malnutrition risk factors of CGs and CRs included inadequate fluid and dietary intake, polypharmacy, and chronic disease. Identified nutrition needs and education preferences of CGs/CRs were similar. Perceived nutrition education preferences of the FGs did not reflect the interests of the CGs/CRs. This information is being used to revise the education materials and develop an in-home nutrition education program for CGs and CRs in Guilford County, NC.
Champine, Dorothy; Hoyt, Dee; Lin, Lillian; Salois, Emily; Silvas, Sharon; Tail, Terri Weasel; Williams, Matthew
Objective To compare three variants of a culturally-relevant and theoretically-based message to determine the most influential risk framing approach for improving intention to place dental sealants for preschool children. Design and Sample A convenience sample of adult, American Indian participants (n = 89) attending a community health fair were assigned to view a gain-framed, loss-framed, or mix-framed dental sealant message. Measurements We compared participant's scores on a 46-item survey to determine the relative effect of the frame assignment on seven indices of behavior change. Results The mean difference in participant's stage-of-change scores (x = 1.17, n = 89, sd = 1.90) demonstrated a significant improvement for all groups after watching the dental sealant message t(88) = 5.81, p < .0001, 95% CI [0.77 – 1.57]. Self-efficacy was the only construct for which we detected a statistically significant difference as a function of frame assignment. Overall, the mix-framed message resulted in the highest scores. The gain-framed message was the least influential on four constructs. This finding is in contrast to findings that gain-framed oral health messages are most influential (Gallagher & Updegraff, 2012; O'Keefe & Jensen, 2007). Conclusions Community advisory board members determined to use the mix-framed approach in an oral-health social marketing campaign with a rural, American Indian audience. PMID:26032902
Rothschild, Michael L; Mastin, Beth; Miller, Thomas W
Over the past decade there has been little decrease in the number of alcohol-related driving fatalities. During this time most interventions have been educational or legal. This paper presents the results of a field experiment that used social marketing to introduce a new ride program into three rural communities. Almost all people in the 21-34-year-old target know that they should not drive while impaired, and most agree it is not a good thing to do, but for many the opportunity to behave properly does not exist. The Road Crew program was developed using new product development techniques and implemented by developing broad coalitions within the communities. A key feature of the program included rides to, between, and home from bars in older luxury vehicles. Results showed a significant shift in riding/driving behavior, especially among 21-34-year olds, a projected 17% decline in alcohol-related crashes in the first year, no increase in drinking behavior, and large savings between the reactive cost of cleaning up after a crash and the proactive cost of avoiding a crash. Programs have become self-sustaining based on fares and tavern contributions, and have become part of the life style in the treatment communities.
Lan, Ngo Thi Phuong
Vietnam is one of the largest shrimp exporters in the world. Since 2010, Vietnam has earned about two billion dollars annually through shrimp exports. As a fertile area of greatest potential for agricultural production in Vietnam, the Mekong Delta has been a major contributor to the country's achievements, especially in the agricultural sector. During recent decades, trade liberation along with various policies in support of aquaculture has accelerated the development of shrimp production in the Delta. Based on an ethnographic study of shrimp farming in the Mekong Delta of Vietnam, I assert that along with great rewards arising from the expansion of shrimp farming areas, productivity, and export value, the shrimp industry has brought various environmental, economic and social challenges. Consequently, shrimp farming is a risky business and local inhabitants have relied on various strategies to cope with these challenges. Risk mitigation in shrimp production and labor migration are the two important strategies of local inhabitants for securing their livelihoods. Water pollution and poor quality post-larvae shrimp are direct consequences of market-oriented production.
Sciortino, Rosalia; Ridarineni, Neni; Marjadi, Brahmaputra
A case study of Muhammadiyah's Islamic charitable health services in the islands of Java and Sumatra, Indonesia, was undertaken in 2008, to assess the impact of privatization of health care on this socially-oriented service provider, especially in terms of access for the poor. Findings presented here relate primarily to the effects on Muhammadiyah's maternal and child health and contraceptive services. In order to survive and thrive amidst private and public competitors, Muhammadiyah's primary care units, mostly consisting of maternal and child health centres and maternity clinics, when not closed altogether, have been directed toward providing curative hospital services, and more expensive and sometimes unnecessary treatment. A shift in the patient population away from the poor has also occurred, as market pressures transform this charitable enterprise into a commercial one, prejudicing reproductive health care and reducing access for those most in need. An improved stewardship role by government is needed to regulate the private sector, along with serious thinking about the future of primary and preventive care and health promotion, including for comprehensive reproductive health care. The neglect of these core primary care elements in Indonesia may worsen as privatization proceeds and profit considerations become more pressing with increased competition.
Gregson, J; Foerster, S B; Orr, R; Jones, L; Benedict, J; Clarke, B; Hersey, J; Lewis, J; Zotz, A K
A variety of nutrition education interventions and social marketing initiatives are being used by the Food Stamp Program to improve food resource management, food safety, dietary quality, and food security for low-income households. The Social-Ecological Model is proposed as a theory-based framework to characterize the nature and results of interventions conducted through large public/private partnerships with the Food Stamp Program. In particular, this article suggests indicators and measures that lend themselves to the pooling of data across counties and states, with special emphasis on systems, environment, and public policy change within organizations at the community and state levels.
their social and economic environment. The study states that NAFTA accelerated the transition of Mexico to a liberalized economy but did not create the...Trade Agreement (NAFTA), in effect since January 1994, plays a very strong role in the bilateral economic relationship between Mexico and the United...health issues. The effects of NAFTA on Mexico and the state of the Mexican economy have important impacts on U.S. economic and political interests. As
Social Marketing Lite: Ideas for Folks with Small Budgets and Big Problems. Health, Education, Population, Nutrition, the Environment, Transportation, Democracy-Building, Youth Development, and Elder Care in the U.S. and around the World.
Academy for Educational Development, Washington, DC.
This book is designed for people interested in social marketing and who do not have much money. The book is not a tool kit, or a workbook, or a guide. It is a compilation of articles about issues, themes, definitions, and case studies from social marketing. Many of the articles originally appeared in "Social Marketing Quarterly." They…
Cole, Galen E; Keller, Punam A; Reynolds, Jennifer; Schaur, Michelle; Krause, Diane
The Centers for Disease Control and Prevention's Division of Cancer Prevention and Control, in partnership with Oak Ridge Associated Universities, designed an online social marketing strategy tool, MessageWorks, to help health communicators effectively formulate messages aimed at changing health behaviors and evaluate message tactics and audience characteristics. MessageWorks is based on the advisor for risk communication model that identifies 10 variables that can be used to predict target audience intentions to comply with health recommendations. This article discusses the value of the MessageWorks tool to health communicators and to the field of social marketing by (1) describing the scientific evidence supporting use of MessageWorks to improve health communication practice and (2) summarizing how to use MessageWorks and interpret the results it produces.
Doyle, Martin W.; Singh, Jai; Lave, Rebecca; Robertson, Morgan M.
We use geomorphic surveys to quantify the differences between restored and nonrestored streams, and the difference between streams restored for market purposes (compensatory mitigation) from those restored for nonmarket programs. We also analyze the social and political-economic drivers of the stream restoration and mitigation industry using analysis of policy documents and interviews with key personnel including regulators, mitigation bankers, stream designers, and scientists. Restored streams are typically wider and geomorphically more homogenous than nonrestored streams. Streams restored for the mitigation market are typically headwater streams and part of a large, complex of long restored main channels, and many restored tributaries; streams restored for nonmarket purposes are typically shorter and consist of the main channel only. Interviews reveal that designers integrate many influences including economic and regulatory constraints, but traditions of practice have a large influence as well. Thus, social forces shape the morphology of restored streams.
Dooley, Jennifer Allyson; Jones, Sandra C; Iverson, Don
Web 2.0 experts working in social marketing participated in qualitative in-depth interviews. The research aimed to document the current state of Web 2.0 practice. Perceived strengths (such as the viral nature of Web 2.0) and weaknesses (such as the time consuming effort it took to learn new Web 2.0 platforms) existed when using Web 2.0 platforms for campaigns. Lessons learned were identified--namely, suggestions for engaging in specific types of content creation strategies (such as plain language and transparent communication practices). Findings present originality and value to practitioners working in social marketing who want to effectively use Web 2.0.
Cole, Galen E.; Keller, Punam A.; Reynolds, Jennifer; Schaur, Michelle; Krause, Diane
The Centers for Disease Control and Prevention’s Division of Cancer Prevention and Control, in partnership with Oak Ridge Associated Universities, designed an online social marketing strategy tool, MessageWorks, to help health communicators effectively formulate messages aimed at changing health behaviors and evaluate message tactics and audience characteristics. MessageWorks is based on the advisor for risk communication model that identifies 10 variables that can be used to predict target audience intentions to comply with health recommendations. This article discusses the value of the MessageWorks tool to health communicators and to the field of social marketing by (1) describing the scientific evidence supporting use of MessageWorks to improve health communication practice and (2) summarizing how to use MessageWorks and interpret the results it produces. PMID:26877714
Gainsbury, Sally M; King, Daniel L; Russell, Alex M T; Delfabbro, Paul; Derevensky, Jeffrey; Hing, Nerilee
Digital advertising for gambling and specifically marketing via social media have increased in recent years, and the impact on vulnerable consumers, including moderate-risk and problem gamblers, is unknown. Social media promotions often fall outside of advertising restrictions and codes of conduct and may have an inequitable effect on susceptible gamblers. This study aimed to investigate recall of exposure to, and reported impact on gamblers of, gambling promotions and marketing content on social media, with a focus on vulnerable users currently experiencing gambling problems. Gamblers who use social media (N = 964) completed an online survey assessing their exposure to and engagement with gambling operators on social media, their problem gambling severity, and the impact of social media promotions on their gambling. Gamblers at moderate risk and problem gamblers were significantly more likely to report having been exposed to social media gambling promotions and indicated actively engaging with gambling operators via these platforms. They were more likely to self-report that they had increased gambling as a result of these promotions, and over one third reported that the promotions had increased their problems. This research suggests that gamblers at moderate risk or those experiencing gambling problems are more likely to be impacted by social media promotions, and these may play a role in exacerbating disordered gambling. Future research should verify these self-reported results with behavioral data. However, the potential influence of advertisements via these new platforms should be considered by clinicians and policymakers, given their potential role in the formation of this behavioral addiction.
Olshefsky, Alisa M; Zive, Michelle M; Scolari, Rosana; Zuñiga, María
Increased incidence of HIV/AIDS in Latinos warrants effective social marketing messages to promote testing. The Tú No Me Conoces (You Don't Know Me) social marketing campaign promoted awareness of HIV risk and testing in Latinos living on the California-Mexico border. The 8-week campaign included Spanish-language radio, print media, a Web site, and a toll-free HIV-testing referral hotline. We documented an increase in HIV testing at partner clinics; 28% of testers who heard or saw an HIV advertisement specifically identified our campaign. Improved understanding of effective social marketing messages for HIV testing in the growing Latino border population is warranted.
Scheer, H. |
Solar energy is often regarded as environmentally-friendly, but, at the same time as not economical. A global economical view shows, however, that renewable energies can bring about substantial economic and social benefits today, even before their wide market introduction has begun. They are a basic economic innovation for durably overcoming the ever increasing risk innate in the current economic development: they provide new jobs in industry, crafts, and agriculture; a long-term reduction of administrative and health costs; reduced subsidies, increased foreign exchange assets for national economies; reduced military expenses to secure the energy supply structure; and preservation of agriculture on a sustainable basis. In the medium- and long-term, they are a precondition for reducing operation and management costs of the energy supply system. On the basis of a completely new tax system - the entropy tax - solar energy can become the trigger of a new economic dynamics which remains within the ecological limits of growth. 27 refs., 2 figs., 4 tabs.
Polelo, Mompati Mino
A number of global discourses have gained currency in national education policies. The need to reform education systems is coated in economic terms, the rationale of which is efficiency, productivity and competitiveness. Education is assigned the task of producing a competitive workforce in the global market. In these reforms, education is…
This study aimed to develop effectiveness indicators for social marketing communication to reduce health-risk behaviors among Thai youth by using the Delphi technique. The Delphi technique is a research approach used to gain consensus through a series of two or more rounds of questionnaire surveys where information and results are fed back to panel members between each round and it has been extensively used to generate many indicators relevant to health behaviors. The Delphi technique was conducted in 3 rounds by consulting a panel of 15 experts in the field of social marketing communication for public health campaigns in Thailand. We found forty-nine effectiveness indicators in eight core components reached consensus. These components were: 1) attitude about health-risk behavior reduction, 2) subjective norms, 3) perceived behavioral control, 4) intention to reduce health-risk behaviors, 5) practices for reducing health-risk behaviors, 6) knowledge about the dangers and impact of health-risk behaviors, 7) campaign brand equity, and 8) communication networks. These effectiveness indicators could be applied by health promotion organizations for evaluating the effectiveness of social marketing communication to effectively reduce health-risk behaviors among youth.
Background Asthma in older adults is underdiagnosed and poorly self-managed. This population has little knowledge about the key symptoms, the prevalence among older adults, and the serious consequences of untreated asthma. The purpose of this study was to undertake a multifaceted evaluation of a social marketing campaign to increase asthma awareness among older adults in a regional Australian community. Methods A cohort of older adults in an intervention region (n = 316) and a control region (n = 394) were surveyed immediately prior to and following the social marketing campaign. Campaign awareness, message recall, materials recognition, and actions taken as a result of the campaign were assessed in both regions. Asthma knowledge and perceptions, experience of asthma symptoms, and general health were also assessed in both regions at baseline and follow-up. Analyses were conducted to explore the effects of the campaign in the intervention region, and to examine outcomes among different audience segments. Results The survey data showed that those in the target segments (Wheezers and Strugglers) had better message recall, and were more likely to report having taken action to control their respiratory symptoms. The campaign significantly increased the number of calls to an asthma information line from the target audience in the intervention community. Conclusions A theory-based social marketing campaign conducted over 3-months increased the asthma information seeking behaviours of older adults in the intervention community compared to the control community. Recommendations are outlined for future community health promotion campaigns targeting older adults. PMID:23947479
Ngui, Emmanuel M.; Hamilton, Chelsea; Nugent, Melodee; Simpson, Pippa; Willis, Earnestine
Objective To assess community awareness of childhood immunizations and intent to immunize children after a social marketing immunization campaign. Methods We used 2 interviewer-assisted street-intercept surveys to evaluate awareness of childhood immunizations and intent to immunize low-income children. The “Take Control! Immunize” social marketing campaign was developed using a community-based participatory research approach and used billboards, flyers, and various “walking billboard” (eg, backpacks, pens) to deliver immunization messages in the community settings. Results Over 85% of community members recalled the “Take Control! Immunize” message. Almost half of those who saw the immunization message indicated that the message motivated them to act, including getting their children immunized or calling their physician to inquire about their children's immunizations status. All respondents indicated that immunizations were important for children and that they were likely or very likely to immunize their children. Respondents who reported that “Take Control!” messages motivated them to act in the first intercept survey were significantly more likely than those in the second intercept to report being likely or very likely to immunize their children. Conclusion Culturally appropriate social marketing immunization messages in targeted urban settings can increase parental awareness and behavioral intention to immunize children. PMID:25845130
Scheier, Lawrence M; Grenard, Jerry L
In this study, we examined whether awareness (recall) of the National Youth Anti-Drug Media Campaign (NYADMC) benefited youth by attenuating their drug use. Data were obtained from the National Survey of Parents and Youth (NSPY), an evaluative survey tool designed to monitor campaign progress over 4 years. A growth modeling strategy was used to examine whether change in message recall or campaign brand awareness was related to declining patterns of drug use. Two distinct growth trajectories were modeled to account for growth among younger (12 to 14) versus older (15 to 18) youth. Growth trajectories indicated steady and positive increases in alcohol, cigarette, and marijuana use over time. During the early portion of adolescence, youth reported more "brand" awareness, remembered more of the video clips depicting campaign messages, recalled more media stories about youth and drugs and more antitobacco ads, and reported more radio listening and less television watching. When they were older, these same youth reported declines in these same awareness categories except for specifically recalling campaign ads and radio listening. Models positing simultaneous growth in drug use and campaign awareness indicated mixed findings for the campaign. Overall early levels of campaign awareness had a limited influence on rates of growth, and in a few cases higher levels were associated with quicker acquisition of drug use behaviors. When they were younger, these youth accelerated their drug use and reported increasing amounts of campaign awareness. When they were older, increasing awareness was associated with declines in binge drinking and cigarette smoking. No effects for marijuana were significant but trended in the direction of increased awareness associated with declining drug use. The findings are discussed in terms of how they depart from previous reports of campaign efficacy and the potential efficacy of social marketing campaigns to reach a large and impressionable
Payne, Collin R.; Niculescu, Mihai; Just, David R.; Kelly, Michael P.
Objectives We assessed the efficacy of an easy-to-implement shopper marketing nutrition intervention in a pilot and two additional studies to increase produce demand without decreasing store profitability or increasing shopper budgets. Methods We created grocery cart placards that detailed the number of produce items purchased (i.e., descriptive norm) at particular stores (i.e., provincial norm). The effect of these placards on produce spending was assessed across 971,706 individual person grocery store transactions aggregated by day. The pilot study designated a baseline period (in both control and intervention store) followed by installation of grocery cart placards (in the intervention store) for two weeks. The pilot study was conducted in Texas in 2012. In two additional stores, we designated baseline periods followed by 28 days of the same grocery cart placard intervention as in the pilot. Additional interventions were conducted in New Mexico in 2013. Results The pilot study resulted in a significant difference between average produce spending per day per person across treatment periods (i.e., intervention versus same time period in control) (16%) and the difference between average produce spending per day per person across stores in the control periods (4%); Furthermore, the same intervention in two additional stores resulted in significant produce spending increases of 12.4% and 7.5% per day per person respectively. In all stores, total spending did not change. Conclusions Descriptive and provincial social norm messages (i.e., on grocery cart placards) may be an overlooked tool to increase produce demand without decreasing store profitability and increasing shopper budgets. PMID:26844084
Pounds, Lea; Duysen, Ellen; Romberger, Debra; Cramer, Mary E; Wendl, Mary; Rautiainen, Risto
This article describes the formal use of marketing concepts in a systematic approach to influence farmers to voluntarily increase respiratory protective device (RPD) use. The planning process for the project incorporated six key decision or action points, each informed by formative research or health behavior theory. The planning process included developing behavior change strategies based on a 4P model (product, price, place, and promotion). The resulting campaign elements included print and e-mail messages that leveraged motivators related to family and health in order to increase farmers' knowledge about the risks of exposure to dusty environments, four instructional videos related to the primary barriers identified in using RPDs, and a brightly colored storage bag to address barriers to using RPDs related to mask storage. Campaign implementation included a series of e-mails using a bulk e-mail subscription service, use of social media in the form of posting instructional videos on a YouTube channel, and in-person interactions with members of the target audience at farm shows throughout the Central States Center for Agricultural Safety and Health seven-state region. Evaluation of the e-mail campaigns indicated increased knowledge about RPD use and intent to use RPDs in dusty conditions. YouTube analytic data indicated continuing exposure of the instructional videos beyond the life of the campaign. The project demonstrates the efficacy of a planning process that incorporates formative research and clear decision points throughout. This process could be used to plan health behavior change interventions to address other agriculture-related health and safety issues.
Boisvert, Richard N.; Neenan, Bernard F.
The price volatility exhibited by wholesale electricity markets has stymied the movement to restructure the industry, and may derail it altogether. Market designers argue that prices are superior to regulation for directing long-term investments to the proper location and function, and that price volatility is a natural manifestation of a robustly competitive market. However, episodes of prices that soar to previously unimaginable heights try customers' patience and cause policy makers to reconsider if the prize is worth the consequences.
As both individuals and businesses are starting to embrace social media, understanding the power and influence of social media becomes an important question. This dissertation aims to address this issue and study the impact of social media in different contexts. It consists of two essays. The first essay examines the effectiveness of social media…
The hospital outlook might seem bleak to some investors, but a bevy of diverse companies are seeking the financial cure they believe the healthcare industry can provide. Everyone from carpet companies to trucking firms has been drawn to healthcare because of its seemingly endless consumer demand. Jeannine Rossignol, left, senior marketing manager at Xerox Corp., demonstrates a product at the recent VHA Leadership Conference in Boston.
This essay discusses the institutional dysfunction that has resulted from the misguided belief that a market forces approach leads to the improvement of teaching quality and learning outcomes. Because the market forces approach is based on a simplistic input-output model that pays scant attention to teaching and learning processes, it is an…
Gwadz, Marya Viorst; Gostnell, Karla; Smolenski, Carol; Willis, Brian; Nish, David; Nolan, Theresa C; Tharaken, Maya; Ritchie, Amanda S
Homeless youth (HY) who lack employment in the formal economy typically turn to the street economy (e.g., prostitution, drug selling) for survival. Guided by the theory of social control, the present paper explores factors influencing HY's initiation into the street economy. Eighty HY (ages 15-23) were recruited from four community-based organizations. All participated in structured interviews and 25% participated in qualitative interviews. Almost all HY had participated in the street (81%) and formal economies (69%). Five main factors simultaneously influenced initiation into the street economy: social control/bonds, barriers to the formal economy (e.g., homelessness, educational deficits, mental health problems, incarceration, stigma), tangible and social/emotional benefits of the street economy, severe economic need, and the active recruitment of HY into the street economy by others. Qualitative and quantitative data sources were congruent. Intervention efforts are needed at multiple levels of influence to promote HY's success in the formal economy.
Goske, Marilyn J; Applegate, Kimberly E; Boylan, Jennifer; Butler, Priscilla F; Callahan, Michael J; Coley, Brian D; Farley, Shawn; Frush, Donald P; Hernanz-Schulman, Marta; Jaramillo, Diego; Johnson, Neil D; Kaste, Sue C; Morrison, Gregory; Strauss, Keith J
Communication campaigns are an accepted method for altering societal attitudes, increasing knowledge, and achieving social and behavioral change particularly within public health and the social sciences. The Image Gently(SM) campaign is a national education and awareness campaign in radiology designed to promote the need for and opportunities to decrease radiation to children when CT scans are indicated. In this article, the relatively new science of social marketing is reviewed and the theoretical basis for an effective communication campaign in radiology is discussed. Communication strategies are considered and the type of outcomes that should be measured are reviewed. This methodology has demonstrated that simple, straightforward safety messages on radiation protection targeted to medical professionals throughout the radiology community, utilizing multiple media, can affect awareness potentially leading to change in practice.
Kuechel, Marie Czenko
This article discusses social media as a means of communication between the aesthetic medical practice and clients. Discussion of the various types of social media and how each can support a physician's practice, brand, market, and tolerances is presented. Blogs, wikis, networks, viral marketing, and electronic communications are presented in terms of what they can provide a practice and their limitations and pitfalls. Emphasis is on finding the combination of methods to showcase the individual style and personality of a practice.
Fitzsimmons, R. D.
A very large segment of the over water, long haul passenger market, 31% of the passengers who provide 42% of the passenger revenue, offers a significant market for an advanced supersonic transport. This is for both the first class and full-fare economy passenger markets. The supersonic transport may be more competitive here in spite of lower costs of subsonic transports, as passenger preference is a more powerful variable than DOC. This latter fact was amply demonstrated in the late fifties when the jets completely replaced the reciprocating engine transports on most world routes, in spite of slightly higher fares.
Kazmi, Syed S.
We introduce Agent Based Model of a pure exchange economy and a simple economy that includes production, consumption and distributions. Markets are described by Edgeworth Exchange in both models. Trades are binary bilateral trades at prices that are set in each trade. We found that the prices converge over time to a value that is not the standard Equilibrium value given by the Walrasian Tattonement fiction. The average price, and the distributions of Wealth, depends on the degree of Domination (persuasive power) we introduced based on differentials in trading "leverage" due to wealth differences. The full economy model is allowed to evolve by replacement of agents that do not survive with agents having random properties. We found that, depending upon the average productivity compared to the average consumption, very different kinds of behavior emerged. The Economy as a whole reaches a steady state by the population adapting to the conditions of productivity and consumption. Correlations develop in a population between what would be for each individual a random assignment of Productivity, Labor power, Wealth, and Preferences. The population adapts to the economic environment by development of these Correlations and without any learning process. We see signs of emerging social structure as a result of necessity of survival.
Weidert, Karen; Gessessew, Amanuel; Bell, Suzanne; Godefay, Hagos; Prata, Ndola
Ethiopia has made notable progress in increasing awareness and knowledge of family planning and is considered a success story among funders and program planners. Yet unmet need among rural women (28.6%) is almost double that of urban women (15.5%), with a wide gap in total fertility rate depending on urban (2.6) or rural (5.5) residence. This study investigates the impact of a service delivery model that combines community-based distribution (CBD) of contraception with social marketing in Tigray, Ethiopia, to create a more sustainable approach to CBD. Between September 2011 and October 2013, 626 volunteer CHWs were recruited and trained to administer depot medroxyprogesterone acetate (DMPA) injections and provide counseling and referrals to the health post for other methods; the project implementation period ended in June 2014. The CHWs received a supply of DMPA injections in the form of a microloan from a drug revolving fund; the CHWs charged women a minimal fee (5 birr, or US$0.29), determined based on willingness-to-pay data, for each DMPA injection; and the CHWs returned part of the fee (3 birr) to the drug revolving fund while keeping the remaining portion (2 birr). The CHWs also promoted demand for family planning through door-to-door outreach and community meetings. Existing health extension workers (HEWs) provided regular supervision of the CHWs, supplemented by in-depth supervision visits from study coordinators. Baseline and endline representative surveys of women of reproductive age, as well as of participating CHWs, were conducted. In addition, DMPA provision data from the CHWs were collected. Between October 2011 and June 2014, the CHWs served in total 8,604 women and administered an estimated 15,410 DMPA injections, equivalent to providing 3,853 couple-years of protection. There was a 25% significant increase in contraceptive use among surveyed women, from 30.1% at baseline to 37.7% at endline, with DMPA use largely responsible for this increase
Crawley, Gerard M.; O'Sullivan, Eoin
Over the last two decades, Ireland has proactively marketed its educated workforce, its favourable corporate tax rates, membership of the European common market, and other advantages, to multinational technology corporations. The resulting foreign direct investment in high-tech manufacturing operations has driven a booming Irish economy that has…