Whose milk shall we market?
1983
Manoff, Richard K. | Cooke, Thomas M.
Mass media marketing approaches used to provide infant feeding (either breast or formula) information in underdeveloped areas are discussed. Mass media marketing relies on the power of the reach-and-frequency technique to inform the greatest number of people in the shortest possible time. Messages must be aimed at specifically desired changes (examples are listed); they must be consistent; be field-tested; and offer culturally relevant and practical advice. Messages must be broadcast when the largest number of the target audience is listening, and over stations popular with the target audience. Continual evaluation and periodic surveys are essential. Sixty-second spots have proved effective in reaching out to mothers of young children in developing countries, changing attitudes, knowledge and practices that affect their infant's health. (kbc)
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