Journal of Social Marketing: Volume 6 Issue 4

The development of the “Water Campaign”: Combining social marketing and intervention mapping

Lyne M.G. Blanchette, Vivian M. van de Gaar, Hein Raat, Jeff French, Wilma Jansen

This paper aims to present a description of the development and implementation of a combined school- and community-based intervention for the prevention of overweight among…

A quantitative approach to segmentation for prescription drug safety programs

R. Craig Lefebvre, Lauren McCormack, Olivia Taylor, Carla Bann, Paula Rausch

The aim of this paper is to enhance the effectiveness of pharmacovigilance programs that provide information about medical products to benefit consumers, aid health care…

Fear appeals: the influence of threat orientations

Chrysantus Awagu, Debra Z. Basil

This paper aims to assess the interactive impact of dispositional threat orientation and affirmation (both self-affirmation and self-efficacy) on the effectiveness of fear appeals.

Increasing brand recall for naming rights sponsorships

Robert J. Donovan, Julia Anwar-McHenry, Yolexis Hernandez Aguilera, Amberlee Nicholas, Simone Kerrigan

Maximising return on naming rights sponsorships is important for social marketing campaigns with limited funds. Naming rights allow the sponsor’s brand to be aligned with the…

Alcohol regulation, communication strategies and underage alcohol consumption in Spain: Implications for social marketing

Carla Rodriguez-Sanchez, Franco Manuel Sancho-Esper

The purpose of this paper is twofold. First, it examines the communication strategies pursued by firms related to alcohol beverages in Spain during a decade with major changes in…

Insights into the complexity of behaviours: the MOAB framework

Joy Parkinson, Lisa Schuster, Rebekah Russell-Bennett

This paper aims to integrate existing thinking and provide new insights into the complexity of behaviours to improve understanding of the nature of these behaviours. This paper…