Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Click here to sign up for SAGE Journal Email Alerts today!

Sign In to gain access to subscriptions and/or personal tools.
Health Promotion Practice
This Article
Right arrow Free Full Text (Free PDF) Free
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Similar articles in PubMed
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via HighWire
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Thackeray, R.
Right arrow Articles by Hanson, C. L.
Right arrow Search for Related Content
PubMed
Right arrow PubMed Citation
Right arrow Articles by Thackeray, R.
Right arrow Articles by Hanson, C. L.
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

Developing a Promotional Strategy: Important Questions for Social Marketing

Rosemary Thackeray, PhD, MPH

Brigham Young University in Provo, Utah

Brad L. Neiger, PhD

Department of Health Science at Brigham Young University

Carl L. Hanson, PhD, CHES

Department of Health Science at Brigham Young University

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.

Key Words: social marketing • promotion • strategy • advertising • marketing • consumer

Health Promotion Practice, Vol. 8, No. 4, 332-336 (2007)
DOI: 10.1177/1524839907308152
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?


This article has been cited by other articles:


Home page
 Health Promot PractHome page
R. Thackeray, B. L. Neiger, C. L. Hanson, and J. F. McKenzie
Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media
Health Promot Pract, October 1, 2008; 9(4): 338 - 343.
[Abstract] [PDF]