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Social Marketing Research for Global Public HealthMethods and Technologies$
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W. Douglas Evans

Print publication date: 2016

Print ISBN-13: 9780199757398

Published to Oxford Scholarship Online: August 2016

DOI: 10.1093/acprof:oso/9780199757398.001.0001

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Efficacy and Message Testing Methods for Social Marketing Research

Efficacy and Message Testing Methods for Social Marketing Research

(p.113) 5 Efficacy and Message Testing Methods for Social Marketing Research
Social Marketing Research for Global Public Health

W. Douglas Evans

Oxford University Press

Efficacy research in social marketing is about establishing a “proof of concept” that a campaign or message works under controlled conditions. Social marketing outcomes research has historically focused on effectiveness studies and ignored efficacy research. This has recently changed due to new technologies, including the Internet, mobile phones, and social media. Efficacy research is important because it answers questions about message properties and intensity and provides context for future effectiveness studies. Social marketing efficacy research is now growing through the use of new technologies and can learn from commercial marketing research methods. Multiple case examples from patient-provider communication, sexual and reproductive health, and brand research are discussed. In an increasingly competitive marketing environment, with multiple messages, channels, and stimuli, more social marketing efficacy research is needed.

Keywords:   efficacy research, effectiveness research, message testing, message characteristics, new technologies for research, patient-provider communication, sexual health communication, brand research

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