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Shopping Activities and Marketing

As marketers, understanding why our customers buy can help in developing marketing content. The activity of consumers falls into four main categories acquisitional shopping, epistemic shopping, experiential shopping, and impulse shopping. Looking through my own shopping history, I can see that different situations offer different shopping activities. Acquisitional Shopping Living in the city I engage …

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Communication Strategies for Public Health Marketers

As public health marketers, our communication strategies must work to build healthier communities. Poor communication, however, can lead to skepticism and mistrust from the communities we are trying to serve. Missing the Mark While well-intentioned, some types of public health communication are not going to work. Placing blame or shaming individuals who do not follow …

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Measuring Return on Investment for Public Health Programs

As public health marketers, we strive to improve the health of our communities. Stakeholders, such as policymakers and community members, want to ensure that campaigns will be worthwhile before investing public funds. Therefore, it is important to highlight the benefits of a program such as return on investment when presenting programs for approval.  Return on …

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The Success of Planned Parenthood’s Brand Personality & Positioning

As public health marketers, our goal is to position our organization as a trusted source of information and care. Planned Parenthood is a great example of an organization that has been able to cement itself in the public mind as a trusted source of information and healthcare. Planned Parenthood has been successful in using its …

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AIDA

As marketers, it is our job to make our products and services appealing to potential customers. To achieve this goal, many marketers employ the AIDA model in their campaigns. A great example of the AIDA model is the use of advertising in the foodservice industry. Attention Marketers in the foodservice industry are really good at …

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