Social marketing is an useful framework for program planners developing tobacco media campaigns. Social marketing centers on the consumer and it helps program planners identify how consumers perceive the barriers to and benefits of a specific tobacco control behavior.
Another tenet of social marketing is the importance of consumer data for making programmatic decisions. The authors will review the use of qualitative and quantative data for making decisions about media messages and products.
Social marketing offers a range of tools to examine the consumers perceptions. It can also help program planners identify which media interventions are appropriate for specific behaviors. This presentation will detail the how social marketing can be used in tobacco control programs and will review examples of its applications to various state program.
Learning Objectives: To provide participants with knowledge and skills of social marketing to organize a target media strategy for their tobacco control program.
Keywords: Social Marketing, Tobacco
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: The authors are from the Academy for Educational Development, a non-profit organizations with over 30years of international and domestic social marketing experience.
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: employee