Catalog Sections:
  Accounting
  Advertising
  Africa
  African American studies
  Anthropology
  Architecture
  Art
  Astronomy
  Biology
  China
  Communications
  Computers
  Criminology
  Employee Relations
  Environmental Science
  Film
  Finance
  Foreign Governments
  Foreign Policy (U.S.)
  Gender & Sexuality
  HR Management
  International Relations
  International Trade
  Internet
  Japan
  Journalism
  Juvenile Delinquency
  Labor
  Latin America
  Linguistics
  MIS
  Managerial Science
  Marketing
  Marx and Marxism
  Math
  Medicine and Health Care
  Middle East
  Minorities (other than Blacks)
  Music
  Nursing
  Penology
  Personality Theory
  Personnel Management
  Physical Education
  Police Science
  Political Science (non-US)
  Political Science (U.S.)
  Political Theory
  Psychopathology
  Psychotherapy
  Public Administration
  Religion (Judeo-Christian)
  Religion (non-Judeo Christian)
  Sexuality
  Shakespeare
  Social Problems
  Sports
  Television and Radio
  Third World Asia
  Urban Studies
  Women's Studies
  Search by topic:  
18307. Social Marketing Through Entertainment Media. This paper reviews the literature on the use and effectiveness of entertainment media as a vehicle to accomplish social marketing. After examining social marketing through entertainment media in the United States, the paper considers entertainment media-based social marketing in the United Kingdom and in a variety of countries in Latin America, Asia and Africa. It is argued that entertainment media (especially TV) can serve as an effective vehicle for achieving social marketing objectives. Public health issues were the most commonly chosen “products” in the entertainment media-based social marketing efforts examined in this review. It is recommended that future research investigate how to best maximize the potential of entertainment media to fulfill a broad variety of social marketing objectives not only in developing countries where media is under close government control, but also in developed nations such as the United States where private media interests dominate. KEYWORDS: social marketing television entertainment public service health. APA Style. 33 pages, 142 footnotes, 38 bibliographic sources. 10,854 words.   $133


Copyright 1998-2018 Berkeley Research