Effective Social Marketing Research Articles

Barriers to Effective Social Marketing

(1997). Barriers to Effective Social Marketing. Journal of Health Communication: Vol. 2, No. 4, pp. 310-310.

Social Marketing of Oral Rehydration Therapy and Contraceptives in Egypt

This article examines the antecedents, activities, results, and prospects for institutionalization of two large social marketing programs currently in operation in Egypt: the National Control of Diarrheal Diseases Project, which promotes oral rehydration therapy to treat diarrheal dehydration, and the Family of the Future, which is recognized as one of the most sophisticated and effective contraceptive social marketing programs operating today. This examination of two health-related social marketing programs operating simultaneously in the same country can highlight the factors that contribute to successful programs.

Confronting the Teenage Pregnancy Issue: Social Marketing as an Interdisciplinary Approach

Social marketing is advocated here as a viable approach for increasing responsible teenage contraception. The innovative field is reviewed and the major issues dealing with the adoption and implementation of a social marketing approach to teenage contraception are discussed. Research on teenagers' sexual and contraceptive attitudes and behaviors is also reviewed. The discussion emphasizes that the use and adoption of effective contraceptive methods requires both individual level decision-making and interpersonal negotiation with contraceptive providers. Some of the key individual level considerations are presented here within the context of a problem-solving framework for contraceptive use. It is concluded that interdisciplinary efforts are needed to expand and integrate our knowledge of teenagers' fertility-related attitudes and behaviors to facilitate effective social marketing strategies. Particular emphasis is placed on improving our understanding of the social psychological processes underlying how teenagers, both individually and in conjunction with others, consider, discuss, and decide upon the various contraceptive methods.