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Health Promotion Practice
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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
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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]