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

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. This study was supported by grants from the Graduate School, University of Missouri-St. Louis and the School of Business, University of Missouri-St. Louis.