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Health Promotion Practice, Vol. 8, No. 4,
332-336 (2007)
DOI: 10.1177/1524839907308152
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
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