Corporate Social Marketing: Message Design to Recruit Program Participants

David R. Black · Carolyn L. Blue · Daniel C. Coster · Lisa Chrysler

6 citations0/0 files storedAmerican Journal of Health Behavior

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Behavioral Health and Interventions Marketing and Advertising Strategies Media Influence and Health

Abstract

OBJECTIVE: To identify variables for a corporate social marketing (SM) health message based on the 4 Ps 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.

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1982Mail and Telephone Surveys: The Total Design Method.2000Marketing management: analysis. planning. implementation and control 1997Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment 1990A meta-analytic evaluation of couples weight-loss programs.

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