1.
Am J Health Behav
; 26(3): 188-99, 2002.
Article
in English
| MEDLINE
| ID: mdl-12018755
ABSTRACT
OBJECTIVE: To identify variables for a corporate social marketing (SM) health message based on the 4 Ps of SM in order to recruit future participants to an existing national, commercial, self-administered weight-loss program. METHOD: A systematically evaluated, author-developed, 310-response survey was administered to a random sample of 270 respondents. RESULTS: A previously established research plan was used to empirically identify the audience segments and the "marketing mix" appropriate for the total sample and each segment. CONCLUSIONS: Tangible product, pertaining to the unique program features, should be emphasized rather than positive core product and outcome expectation related to use of the program.