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Corporate Social Marketing: Message Design to Recruit Program Participants

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Objective: To identify variables for a corporate social marketing (SM) health message based on the 4 P's of SM in order to recruit future participants to an existing national, commercial, self-administered weight-loss program. Method: A systematically evaluated, author-developed, 310-response survey was administered to a random sample of 270 respondents. Results: A previously established research plan was used to empirically identify the audience segments and the “marketing mix” appropriate for the total sample and each segment. Conclusions: Tangible product, pertaining to the unique program features, should be emphasized rather than positive core product and outcome expectation related to use of the program.

Document Type: Research Article


Affiliations: 1: Health Promotion, Foods and Nutrition, Nursing, Purdue University, West Lafayette, IN. 2: Nursing, Purdue University, West Lafayette, IN. 3: Department of Mathematic and Statistics, Utah State University, Logan, UT. 4: Jordan YMCA, Indianapolis, IN

Publication date: May 1, 2002

More about this publication?
  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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