Abstract
This chapter sets out the need for providing evidence of effectiveness and examines the challenges this poses to social marketing. It focuses primarily on reviewing evidence of social marketing's effectiveness in four areas: nutrition, substance misuse, physical activity, and the workplace. It concludes that although definitive proof of effectiveness is often unobtainable, efforts to develop and refine evidence of the impact of social marketing initiatives should, and indeed must, continue.
Original language | English |
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Title of host publication | Social Marketing and Public Health |
Subtitle of host publication | Theory and Practice |
Editors | Jeff French, Clive Blair-Stevens, Dominic McVey, Rowena Merritt |
Place of Publication | Oxford; New York |
Publisher | Oxford University Press |
Pages | 81-96 |
Number of pages | 16 |
ISBN (Electronic) | 9780191720413 |
ISBN (Print) | 9780199550692 |
DOIs | |
Publication status | Published - 1 Feb 2010 |
Externally published | Yes |
Keywords
- Nutrition
- Physical activity
- Social marketing
- Substance abuse
- The workplace