Application of Social Marketing Principles to AIDS Education

机译：社会营销原则在艾滋病教育中的应用

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This paper examines the application of social marketing to AIDS prevention inlight of a double challenge--addressing a diversity of new and vulnerable audiences while sustaining past behavioral gains. The authors begin with some definitions of social maketing, offer an overview of the discipline's development, and identify some current trends. The authors then take a closer look at successful social marketing programs in cardiovascular risk reduction, cancer communications, and AIDS prevention projects overseas. The paper then touches upon two domestic AIDS prevention projects--the Prevention Marketing Initiative of the Centers for Disease Control, and a smaller, privately-funded condom promotion activity, Project ACTION (in Portland, Oregon); both are in midstream and have yet to be evaluated. Finally, the authors discuss a number of marketing principles particularly relevant to future AIDS prevention efforts.

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作者
Rabin, S. A.; Porter, R. W.;
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年度 1995
页码 p.1-40
总页数 40
原文格式 PDF
正文语种 eng
中图分类工业技术;
关键词
AIDS; Preventive medicine; Health education; Marketing; Acquired immunodeficiencysyndrome; HIV; Effectiveness;

机译：艾滋病;预防医学;健康教育;市场营销;获得性免疫缺陷综合征;艾滋病毒;有效性;

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Application of Social Marketing Principles to AIDS Education

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