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Article
Publication date: 22 September 2020

Ville Lahtinen, Timo Dietrich and Sharyn Rundle-Thiele

The marketing mix has been extensively criticised by scholars and practitioners, which has led marketing scholars to redefine the original 4P concept, expand the 4Ps with…

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Abstract

Purpose

The marketing mix has been extensively criticised by scholars and practitioners, which has led marketing scholars to redefine the original 4P concept, expand the 4Ps with additional Ps and develop new concepts to replace the marketing mix. However, there is very limited empirical testing assessing the effectiveness of the original marketing mix (4Ps).

Design/methodology/approach

This research applies a field experiment to assess whether the application of a full marketing mix (4P) is more effective than a promotion only campaign (1P) when aiming to increase fruit and vegetable (FV) intake of 6–13-year-old Finnish children. A total of 15 schools were randomly assigned to 4P, 1P and control settings. Data was collected from schoolchildren using the Day in the Life Questionnaire.

Findings

A repeated measures analysis involving 1,076 children demonstrated that a full application of the marketing mix (4P) is more effective than a promotion only (1P) campaign in increasing FV intake within children.

Originality/value

To the best of the authors’ knowledge, this study is the first empirical test of the effectiveness of the commercial marketing mix against a promotion only strategy in social marketing.

Details

Journal of Social Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 3 January 2017

Krzysztof Kubacki, Rimante Ronto, Ville Lahtinen, Bo Pang and Sharyn Rundle-Thiele

A significant proportion of the world’s adult population is insufficiently active. One approach used to overcome barriers and facilitate participation in physical activity is…

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Abstract

Purpose

A significant proportion of the world’s adult population is insufficiently active. One approach used to overcome barriers and facilitate participation in physical activity is social marketing. The purpose of this paper are twofold: first, this review seeks to provide a contemporary review of social marketing’s effectiveness in changing physical activity for the better; and second, it seeks to ascertain the extent that Andreasen’s (2002) six social marketing benchmark criteria have been applied in social marketing interventions targeting physical activity.

Design/methodology/approach

In total, 94 articles covering 26 social marketing interventions were identified following systematic literature review procedures.

Findings

None of the interventions gave evidence that they addressed all six social marketing benchmark criteria, and only four interventions addressed five criteria. The results indicate that three of the benchmark criteria, namely, behavioural objectives, formative research, and marketing mix are well utilised in social marketing interventions. Inclusion of market segmentation, exchange and competition offers potential to extend further on social marketing’s effectiveness in increasing physical activity.

Originality/value

The results of the current study indicate that increasing the number of benchmark criteria used in an intervention to at least four increases the chances of achieving positive behavioural outcomes.

Details

Health Education, vol. 117 no. 1
Type: Research Article
ISSN: 0965-4283

Keywords

Article
Publication date: 15 June 2015

Krzysztof Kubacki, Sharyn Rundle-Thiele, Ville Lahtinen and Joy Parkinson

– This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014.

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Abstract

Purpose

This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014.

Design/methodology/approach

A systematic literature review was conducted to identify peer-reviewed social marketing studies targeting children under the age of 12 years as their main audience. Twenty-three interventions were identified and analysed using Andreasen’s (2002) social marketing benchmark criteria including behavioural objective, audience segmentation, formative research, exchange, marketing mix and competition.

Findings

All of the interventions analysed in this review targeted behaviours associated with either physical activity or healthy eating among children under the age of 12 years. Sixteen of the studies reported positive behavioural outcomes. None of the studies used all six of the Andresean (2002) benchmark criteria.

Social implications

With growing concerns about the prevalence of obesity among children, social marketing is emerging as an effective approach to increase physical activity and healthy eating, which in turn may assist to lower obesity. Extending the application of the social marketing benchmark criteria in social marketing interventions will assist to increase effectiveness.

Originality/value

This paper presents the first attempt to review the extent that social marketing principles are used in interventions targeted at children aged 12 years and under.

Details

Young Consumers, vol. 16 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Content available
Article
Publication date: 15 June 2015

Brian Young

177

Abstract

Details

Young Consumers, vol. 16 no. 2
Type: Research Article
ISSN: 1747-3616

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