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Preface | p. ix |
Paradigms/Perspectives | p. 1 |
Challenges for the Science and Practice of Social Marketing | p. 3 |
Social Marketing: beyond the Nostalgia | p. 21 |
Advertising in the Social Marketing Mix: Getting the Balance Right | p. 29 |
Public Health Education and Communication as Policy Instruments for Bringing about Changes in Behavior | p. 45 |
Methodological Issues/Psychographic Segmentation | p. 59 |
Keep Me Posted: a Plea for Practical Evaluation | p. 61 |
From Madison Avenue to the Field: Cross-Cultural Uses of Media Research Technology | p. 75 |
Useful Correlates of Pro-Environmental Behavior | p. 91 |
Demographic and Lifestyle Data: a Practical Application to Stimulating Compliance with Mammography Guidelines among Poor Women | p. 111 |
Fighting AIDS/Promoting Family Planning | p. 121 |
Using a Theory-Based Community Intervention to Reduce AIDS Risk Behaviors: the Cdc's AIDS Community Demonstration Projects | p. 123 |
Advertising Affordable Contraceptives: the Social Marketing Experience | p. 147 |
Marketing, Safer Sex, and Condom Acquisition | p. 169 |
Antismoking Efforts | p. 187 |
Does Antismoking Advertising Combat Underage Smoking? a Review of Past Practices and Research | p. 189 |
Social Advertising and Tobacco Demand Reduction in Canada | p. 217 |
Low Yield, Light, and Ultra Light Cigarettes: Let's Understand the Product before We Promote | p. 231 |
The Dangers of Advertising Low Tar Cigarettes: Let's Understand What Consumers Understand | p. 245 |
Three Differing Institutional Approaches: Government, Nongovernment Organizations, Private Corporations | p. 265 |
Marketing Public Health: the CDC Experience | p. 267 |
Community Involvement in Health Planning: Lessons Learned from Practicing Social Marketing in a Context of Community Control, Participation, and Ownership | p. 291 |
The Benefits of Corporate Social Marketing Initiatives | p. 313 |
The Broad Potential of Social Marketing | p. 333 |
Reducing the Level of Violence in Hockey | p. 335 |
Effective Health Promotion among Communities of Color: the Potential of Social Marketing | p. 353 |
Advertising and Its Role in Organ Donation | p. 375 |
Hippocrates to Hermes: the Postmodern Turn in Public Health Advertising | p. 387 |
Author Index | p. 417 |
Subject Index | p. 429 |
Table of Contents provided by Publisher. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.