Misplaced marketing Misplacing the media role in social marketing public health

Abstract

One example of misplaced marketing is the role of mass media in programs in the marketing of public health initiatives. After many years of mass media oriented campaigns against drunk driving it is clear that the goal of persuading the public to stop drinking and driving has not been achieved. Asserts that media should not be viewed as a short‐term change agent of behaviors, but rather as a change agent to gradually restructure the public’s cognition about various issues related to drunk driving. The assertion is based on agenda‐setting theory which argues that the media’s real power lies in its ability to tell the public what to think about rather than what to think.

Citation

Bang, H. (2000), "Misplaced marketing Misplacing the media role in social marketing public health", Journal of Consumer Marketing, Vol. 17 No. 6, pp. 479-480. https://doi.org/10.1108/07363760010349902