Joint "Social Marketing" Promotion of a Weaning Food and a Contraceptive in Sri Lanka

Author

John U. FARLEY, Columbia University
T. D. J. LOUIS, Population Services International
Srinivas K. REDDY, Singapore Management UniversityFollow

Publication Type

Journal Article

Publication Date

12-1980

Abstract

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.

Discipline

Advertising and Promotion Management | Asian Studies | Marketing | Medicine and Health

Research Areas

Marketing

Publication

Journal of International Business Studies

Volume

11

Issue

3

First Page

73

Last Page

80

ISSN

0047-2506

Identifier

10.1057/palgrave.jibs.8490624

Publisher

AMA

Citation

FARLEY, John U.; LOUIS, T. D. J.; and REDDY, Srinivas K.. Joint "Social Marketing" Promotion of a Weaning Food and a Contraceptive in Sri Lanka. (1980). Journal of International Business Studies. 11, (3), 73-80.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/2980

Additional URL

https://www.jstor.org/stable/154737