Joint "Social Marketing" Promotion of a Weaning Food and a Contraceptive in Sri Lanka
Experimental combinations of promotions and offers of free samples of a weaning food and a contraceptive were sent by mail to a sample of Sri Lankan households with recently born children. Based on responses to an initial mailing and a follow-up, promotions and offers significantly affected behavior...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
1980
|
| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2980 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Singapore Management University |
| Language: | English |
| id |
sg-smu-ink.lkcsb_research-3979 |
|---|---|
| record_format |
dspace |
| spelling |
sg-smu-ink.lkcsb_research-39792016-03-27T03:15:13Z Joint "Social Marketing" Promotion of a Weaning Food and a Contraceptive in Sri Lanka FARLEY, John U. LOUIS, T. D. J. REDDY, Srinivas K. Experimental combinations of promotions and offers of free samples of a weaning food and a contraceptive were sent by mail to a sample of Sri Lankan households with recently born children. Based on responses to an initial mailing and a follow-up, promotions and offers significantly affected behavior, with impact greater for the weaning food than for the contraceptive. No significant gain in response resulted from joint promotions, but cost savings made joint promotion of both products to the same target group cost effective. 1980-12-01T08:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/2980 info:doi/10.1057/palgrave.jibs.8490624 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Advertising and Promotion Management Asian Studies Marketing Medicine and Health |
| institution |
Singapore Management University |
| building |
SMU Libraries |
| continent |
Asia |
| country |
Singapore Singapore |
| content_provider |
SMU Libraries |
| collection |
InK@SMU |
| language |
English |
| topic |
Advertising and Promotion Management Asian Studies Marketing Medicine and Health |
| spellingShingle |
Advertising and Promotion Management Asian Studies Marketing Medicine and Health FARLEY, John U. LOUIS, T. D. J. REDDY, Srinivas K. Joint "Social Marketing" Promotion of a Weaning Food and a Contraceptive in Sri Lanka |
| description |
Experimental combinations of promotions and offers of free samples of a weaning food and a contraceptive were sent by mail to a sample of Sri Lankan households with recently born children. Based on responses to an initial mailing and a follow-up, promotions and offers significantly affected behavior, with impact greater for the weaning food than for the contraceptive. No significant gain in response resulted from joint promotions, but cost savings made joint promotion of both products to the same target group cost effective. |
| format |
text |
| author |
FARLEY, John U. LOUIS, T. D. J. REDDY, Srinivas K. |
| author_facet |
FARLEY, John U. LOUIS, T. D. J. REDDY, Srinivas K. |
| author_sort |
FARLEY, John U. |
| title |
Joint "Social Marketing" Promotion of a Weaning Food and a Contraceptive in Sri Lanka |
| title_short |
Joint "Social Marketing" Promotion of a Weaning Food and a Contraceptive in Sri Lanka |
| title_full |
Joint "Social Marketing" Promotion of a Weaning Food and a Contraceptive in Sri Lanka |
| title_fullStr |
Joint "Social Marketing" Promotion of a Weaning Food and a Contraceptive in Sri Lanka |
| title_full_unstemmed |
Joint "Social Marketing" Promotion of a Weaning Food and a Contraceptive in Sri Lanka |
| title_sort |
joint "social marketing" promotion of a weaning food and a contraceptive in sri lanka |
| publisher |
Institutional Knowledge at Singapore Management University |
| publishDate |
1980 |
| url |
https://ink.library.smu.edu.sg/lkcsb_research/2980 |
| _version_ |
1770570684456501248 |