ERIC Number: ED415786
Record Type: Non-Journal
Publication Date: 1997
Reference Count: N/A
Social Marketing Strategies for Campus Prevention of Alcohol and Other Drug Problems.
This document sets out one segment of a comprehensive approach intended to assist institutions of higher education in developing and carrying out alcohol abuse and other drug prevention programs. Social marketing is described as a tool of environmental management, that seeks to produce a specified behavior in a target audience. Intended for a broad campus audience, the brochure examines the development of social marketing and uses 10 campus examples to illustrate ways to popularize positive ideas and attitudes, and encourage favorable changes in social values and individual behavior. Commercial marketing principles, summed up as the four Ps: product, price, place, and promotion, are translated into equivalent elements for use in a social marketing campaign. The report emphasizes the importance of appropriate research and evaluation and recommends that research be focused on four areas: (1) the problem the campaign will address; (2) the audience; (3) the messages; and (4) the communication channels to be used. Since data gathered before a campaign are essential for measuring its impact afterward, it is suggested that the requirements for an evaluation be considered during the planning stage. Appended are a list of resources and estimated costs of a social marketing program. (Contains 11 endnotes.) (BF)
Descriptors: Alcohol Abuse, Alcohol Education, Behavior Change, Change Agents, Change Strategies, College Environment, College Students, Community Coordination, Drinking, Drug Abuse, Focus Groups, Higher Education, Interviews, Marketing, Pretesting, Prevention, School Community Relationship, Student Attitudes, Substance Abuse, Surveys
U.S. Government Printing Office, Superintendent of Documents, Mail Stop: SSOP, Washington, DC 20402-9328.
Publication Type: Guides - Non-Classroom; Reports - Descriptive
Education Level: N/A
Sponsor: Department of Education, Washington, DC.
Authoring Institution: Higher Education Center for Alcohol and Other Drug Prevention, Newton, MA.