Marketing research for public health: A demonstration of differential responses to advertising

Richard Homans Ph.D., Franklin S. Houston Ph.D.

Journal of the Academy of Marketing Science · 1981 · Volume 9 · Issue 4

Abstract

This study illustrates the use of marketing research techniques outside of the traditional limits of marketing. It examines awarencess of two distinct promotional themes promoting venereal disease prevention. The study is done with a relatively homogeneous sample and shows the need for a segmentation strategy in promoting this critical public health issue. Both attitudes and media behavior of respondents are examined and it is shown that the different promotional appeals are recalled by persons with different sets of values and different media habits.

Keywords

Discriminant Function, Venereal Disease, Marketing Research, Promotional Material, Campus Activity

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