Research Article
BibTex RIS Cite

An Analysis of Oral Health Campaigns from a Social Marketing Perspective

Year 2013, ÖZEL SAYI: 3 (SAĞLIK İLETİŞİMİ), 53 - 72, 27.10.2014

Gonca, Leyla, Nur Mumcu, Köksal, Şişman

Abstract

Objective: The aim of this study is to analyse oral health campaigns according to their use of social marketing in Turkey. Method: 35 oral health campaigns regarding oral health were assessed according to social marketing principles including message, target group, aim, communication strategies and tactics, and mass media tools.Results: The prominent aims of the campaigns were to facilitate awareness of oral health (24.5%, n=12), oral examination (26.5%, n=13), preventative oral healthcare and applications (16.4%, n=8). Since 22 of the 35 campaigns had more than one aim, different factors regarding target group and communication tools were combined. 7 campaigns used only communication tools such as billboard posters (5.71%, n=2), brochures (8.57%, n=3), TV programmes (2.86%, n=1), and CDs (2.86%, n=1) for oral health education.Conclusion: Since it is essential to organise campaigns for improving oral health in the population, social marketing professionals could help health professionals in planning new campaigns. Thus, the effectiveness of new campaigns will be increased.

Keywords

social marketing oral health campaigns

References

  • ABE Satoshi et al. (2005), "Coverage by Japanese Newspapers of Oral Health Messages on the Prevention of Dental Caries", Journal of Medical and Dental Sciences, 52(1): 17.
  • AL-DAKKAK Imad (2010), "Public Awareness of Oral Cancer and Associated Risk Factors is Low", Evidence-Based Dentistry, 11(4): 106-107.
  • BAYRAKTAROĞLU Gül and İLTER Burcu (2007), "Sosyal Pazarlama: Engeller ve Öneriler", Ege Akademik Bakış, 7(1): 117-132.
  • BELLOWS Laura et al. (2008), "Formative Research and Strategic Development of A Physical Activity Component to a Social Marketing Campaign for Obesity Prevention in Preschoolers", Journal of Community Health, 33(3): 169-178.
  • BENNETT Roger and SARGEANT Adrian (2005), "The Nonprofit Marketing Landscape: Guest Editors’ Introduction to a Special Section", Journal of Business Research, 58(6): 797-805.
  • BETHUNE Graham and LEWIS Hazel (2009), "Let’s Talk About Smear Tests: Social Marketing For The National Cervical Screening Programme", Public Health, 123, E17-E22.
  • BRENNAN Linda and BINNEY Wayne (2010), "Fear, Guilt, and Shame Appeals in Social Marketing", Journal of Business Research, 63(2): 140-146.
  • BUCHTHAL, O. Vanessa et al. (2011), "Avoiding A Knowledge Gap in a Multiethnic Statewide Social Marketing Campaign: Is Cultural Tailoring Sufficient?", Journal of Health Communication, 16(3): 314-327.
  • BULL Sheana S. et al. (2008), "Power For Reproductive Health: Results From a Social Marketing Campaign Promoting Female and Male Condoms", Journal of Adolescent Health, 43(1): 71-78.
  • BURROUGHS Ericka et al. (2006), "Using Focus Groups in the Consumer Research Phase of a Social Marketing Program to Promote Moderate-Intensity Physical Activity and Walking Trail Use in Sumter County, South Carolina", Preventing Chronic Disease, 3(1): 1-13.
  • CAIRNS Georgina and STEAD, Martine (2009a), "Session 5: Nutrition Communication Obesity and Social Marketing: Works in Progress", Proceedings Of The Nutrition Society, 68(01): 11-16.
  • CAIRNS Georgina and STEAD Martine (2009b), Symposium on "The Challenge of Translating Nutrition Research into Public Health Nutrition”, Session 5: Nutrition Communication: Obesity And Social Marketing: Works in Progress, The Proceedings of The Nutrition Society, 68(1): 11.
  • CHOO Audrey et al. (2001), "Oral Hygiene Measures and Promotion: Review and Considerations", Australian Dental Journal, 46(3): 166-173.
  • CLAESSEN Jean-Paul et al. (2008), "Designing Interventions to Improve Tooth Brushing", International Dental Journal, 58(S5): 307-320. COHEN Leonard A. (2009), "The Role of Non-Dental Health Professionals in Providing Access to Dental Care for Low-Income and Minority Patients", Dental Clinics of North America, 53(3): 451-468.
  • CRAVEN R.C. et al. (1994), "A Campaign Encouraging Dental Attendance Among Adolescents In Scotland: The Barriers To Behaviour Change", Community Dental Health, 11(3): 131.
  • CUGELMAN Brian (2010), "Online Social Marketing: Website Factors in Behavioural Change", PhD Thesis, Wolverhampton University.
  • ÇINARLI İnci (2008), Sağlık İletişimi ve Medya. Ankara, Nobel.
  • DE ALMEIDA Cesar Mexia et al. (2003), "Changing Oral Health Status of 6-And 12-Year-Old Schoolchildren in Portugal", Community Dental Health, 20(4): 211- 216.
  • DEARING James W. et al. (2006), "A Convergent Diffusion and Social Marketing Approach for Disseminating Proven Approaches to Physical Activity Promotion", American Journal of Preventive Medicine, 31(4): 11-23.
  • DODD Virginia Jones et al. (2008), "Oral Cancer in African Americans: Addressing Health Disparities", American Journal of Health Behavior, 32(6): 684-692.
  • DONOVAN Rob J. (2011), "The Role For Marketing in Public Health Change Programs", Australian Review of Public Affairs, 10(1): 23-40.
  • EADIE Douglas et al. (2009), "Development and Evaluation of an Early Detection Intervention for Mouth Cancer Using a Mass Media Approach", British Journal of Cancer, 101, S73-S79.
  • EDMUNDS Margo and FULWOOD Charles (2002), "Strategic Communications in Oral Health: Influencing Public and Professional Opinions and Actions", Ambulatory Pediatrics, 2(2): 180-184.
  • EVANS Douglas W. (2006), "How Social Marketing Works in Health Care", BMJ: British Medical Journal, 332(7551): 1207.
  • EVANS Douglas W. (2008), "Social Marketing Campaigns and Children’s Media Use", The Future of Children, 18(1): 181-203.
  • FITZGERALD Ruth P. et al. (2004), "An Exploratory Qualitative Study of Otago Adolescents’ Views of Oral Health and Oral Health Care", New Zealand Dental Journal, 100, 62-71.
  • FUTTERMAN Donna C et al. (2001), "The Access (Adolescents Connected to Care, Evaluation, and Special Services) Project: Social Marketing to Promote HIV Testing to Adolescents, Methods and First Year Results From a Six City Campaign", Journal of Adolescent Health, 29(3): 19-29.
  • GALLOPEL-MORVAN Karine et al. (2011), "The Use of Visual Warnings in Social Marketing: The Case of Tobacco", Journal of Business Research, 64(1): 7-11.
  • GALLOPEL-MORVAN Karine et al. "The Use of Visual Warnings in Social Marketing: The Case of Tobacco", Journal of Business Research, in Press, Corrected Proof, Doi:10.1016/J.Jbusres.2009.09.012
  • GORDON Ross et al. (2006), "The Effectiveness of Social Marketing Interventions for Health Improvement: What’s The Evidence?", Public Health, 120(12): 1133- 1139.
  • GRANT E. et al. (2010), "The Experiences of Young Oral Cancer Patients in Scotland: Symptom Recognition and Delays in Seeking Professional Help", British Dental Journal, 208(10): 465-471.
  • GREGSON Jennifer et al. (2001), "System, Environmental, and Policy Changes: Using The Social-Ecological Model as a Framework for Evaluating Nutrition Education and Social Marketing Programs With Low-Income Audiences", Journal of Nutrition Education, 33, S4-S15.
  • GRIER Sonia and BRYANT Carol A. (2005), "Social Marketing in Public Health, Annual Review Public Health, 26: 319-339.
  • HERRICK Clare (2007), "Risky Bodies: Public Health, Social Marketing and The Governance of Obesity", Geoforum, 38(1): 90-102.
  • HIIRI Anne, "Community-Wide Oral Health Promotion in the Pitkäranta District of Russian Karelia-A Case Study", Medica, 500, 978.
  • HILL Railton M. HILL Anne C. and Bell George, "Health Promotion Meets Social Marketing: The Monash Preschool Dental Program (Mpdp)".
  • JAMIESON Lisa M. and Thomson Murray (2002), "Dental Health, Dental Neglect, and Use of Services in an Adult Dunedin Population Sample" New Zealand Dental Journal, 98: 4-8.
  • JEDELE Jenefer M. and ISMAIL A.I. (2010), "Evaluation of a Multifaceted Social Marketing Campaign to Increase Awareness of and Screening for Oral Cancer in African Americans", Community Dentistry And Oral Epidemiology, 38(4): 371-382.
  • JOHNSON K.M. et al. (2009), "Guidelines for the Development of Social Marketing Programmes for Sun Protection Among Adolescents and Young Adults", Public Health, 123, E6-E10.
  • KATARIA Mitesh and LARSÉN Karin (2009), "Effects of Social Marketing on Battery Collection", Resources, Conservation And Recycling, 53(8): 429-433.
  • KOHR J.M. et al. (2008), "The Use of Programme Planning and Social Marketing Models By a State Public Health Agency: A Case Study", Public Health, 122(3): 300-306.
  • KOLODINSKY Jane and REYNOLDS Travis (2009), "Segmentation of Overweight Americans and Opportunities for Social Marketing", International Journal of Behavioral Nutrition and Physical Activity, 6: 13.
  • KOTLER Philip et al. (2002), Social Marketing: Improving the Quality of Life: CA, Sage Publications, Inc.
  • KOTLER Philip and ZALTMAN Gerald (1971), "Social Marketing: An Approach to Planned Social Change", The Journal of Marketing, 3-12.
  • KUNZE Michael and KUNZE Ursula (2003), "Social Marketing and the Establishment of the Isw-Tbe", Vaccine, 21: 62-65.
  • LOWRY Ray et al. (2009), "Social Marketing Approach to a Successful Oral Cancer Case-Finding Pilot", Social Marketing Quarterly, 15(4): 99-110.
  • LOWRY Ray et al. (2004), "Using Social Marketing to Increase Recruitment of Pregnant Smokers to Smoking Cessation Service: A Success Story", Public Health, 118(4): 239-243.
  • LUCK Jeff et al. (2009), "Implementation Science", Implementation Science, 4, 64.
  • MACDONALD Gordon and BUNTON Robin (1992), Health Promotion: Disciplines and Diversity, London, Routledge.
  • MACPHERSON L.M.D. et al. (2010), "Childsmile: The National Child Oral Health Improvement Programme in Scotland", Part 1: Establishment And Development, British Dental Journal, 209(2): 73-78.
  • MARTHALER T.M. (2005), "Increasing the Public Health Effectiveness of Fluoridated Salt", Schweizer Monatsschrift für Zahnmedizin=Revue Mensuelle Suisse d’odonto-Stomatologie, 115(9): 785.
  • MCCORMACK Brown K. et al. (2004), "Obesity Prevention Coordinators’ Social Marketing Guidebook: Tampa, Florida Prevention Research Center at the University of South Florida".
  • MCKIE David and TOLEDANO Margarit (2008), "Dangerous Liaison or Perfect Match? Public Relations and Social Marketing", Public Relations Review, 34(4): 318-324.
  • MEEKERS Dominique and RAHAIM Stephan (2005), "The Importance of SocioEconomic Context for Social Marketing Models for Improving Reproductive Health: Evidence From 555 Years of Program Experience", BMC Public Health, 5(1): 10.
  • MEYER Karen et al. (2010), "An Early Oral Health Care Program Starting During Pregnancy", Clinical Oral Investigations, 14(3): 257-264.
  • MORRIS Zoë et al. (2009), "Does Social Marketing Provide a Framework for Changing Healthcare Practice?", Health Policy, 91(2): 135-141.
  • MUMCU Gonca et al. (2004), "Utilisation of Dental Services in Turkey: A CrossSectional Survey" International Dental Journal, 54(2): 90-96.
  • NISHTAR Sania et al. (2008), "Social Marketing Leverage for Heart Health: The Ekaterinburg Experience", Cvd Prevention and Control, 3(2): 61-68.
  • JUNHIE OH et al., "Primary Care Physicians 'Role in Promoting Children’s Oral Health", Medicine and Health, RI, 94(1): 20-22.
  • ÖZDOĞAN Zeliha ve ESER Bahar F. (2006), Sosyal Pazarlama Toplumun Refahı ve Kaliteli Yaşamı İçin, Ankara, Siyasal Yayınevi.
  • PAPAS Rebecca K. et al. (2004), "Effectiveness of a Community-Based Oral Cancer Awareness Campaign (United States)", Cancer Causes and Control, 15(2): 121-131.
  • PEATTIE Ken and PEATTIE Sue (2009), "Social Marketing: A Pathway to Consumption Reduction?", Journal of Business Research, 62(2): 260-268.
  • PETERSEN Poul-Erick (2010), "Improvement of Global Oral Health-The Leadership Role of the World Health Organization", Community Dental Health, 27(4): 194- 198.
  • PETERSEN Poul Erick and KWAN Stella (2010), "The 7th Who Global Conference on Health Promotion-Towards Integration of Oral Health (Nairobi, Kenya 2009)", Community Dental Health, 27(Suppl 1): 129-136.
  • PIRANI Sylvia and REIZES Tom (2005), "The Turning Point Social Marketing National Excellence Collaborative: Integrating Social Marketing into Routine Public Health Practice", Journal of Public Health Management and Practice, 11(2): 131.
  • QUINN G.P., et al. (2007), "Adolescent Perceptions of Violence: Formative Research Findings From a Social Marketing Campaign to Reduce Violence Among Middle School Youth", Public Health, 121(5): 357-366.
  • RICHARDS J. et al. (2009), "An Evaluation of an Attempt to Change the Snacking Habits of Pre-School Children Using Social Marketing", Public Health, 123: E31-E37.
  • ROTHSCHILD Michael (2010), "Using Social Marketing to Manage Population Health Performance", Preventing Chronic Disease, 7(5): A96.
  • ROTHSCHILD Michael et al. (2006), "Reducing Alcohol-Impaired Driving Crashes Through the Use of Social Marketing", Accident Analysis & Prevention, 38(6): 1218-1230.
  • SCHELLENBERG J.R.M. et al. (1999), "Kinet: A Social Marketing Programme of Treated Nets and Net Treatment for Malaria Control in Tanzania, With Evaluation of Child Health and Long-Term Survival", Transactions of the Royal Society of Tropical Medicine and Hygiene, 93(3): 225-231.
  • SERRAT Olivier, "The Future of Social Marketing", Washington DC, Asian Development Bank.
  • SHANG Jingzhi et al. (2010), "Using Social Marketing to Enhance Hotel Reuse Programs", Journal of Business Research, 63(2): 166-172.
  • SMITH Craig N. (2001), "Social Marketing and Social Contracts: Applying Integrative Social Contracts Theory to Ethical Issues in Social Marketing", Ethics in Social Marketing, 125.
  • SUN Xinying et al. (2007), "Social Marketing Improved the Consumption of IronFortified Soy Sauce Among Women In China", Journal of Nutrition Education and Behavior, 39(6): 302-310.
  • TOPALOĞLU-AK Aslı et al. (2009), "Managing Dental Caries in Children in Turkey-A Discussion Paper", BMC Oral Health, 9(1): 32.
  • TORRES-PEREIRA Casslus (2010), "Oral Cancer Public Policies: Is There Any Evidence of Impact?", Brazilian Oral Research, 24: 37-42.
  • VAN ROSSEM Ronan and MEEKERS Dominique (2007), "The Reach and Impact of Social Marketing and Reproductive Health Communication Campaigns in Zambia", BMC Public Health, 7(1): 352.
  • WARNAKULASURIYA, K. et al. (1999), "Oral Cancer: An Alarming Lack of Public Awareness Towards Oral Cancer", British Dental Journal, 187(6): 319-322.
  • WATSON Jennefier M. et al. (2009), "Effectiveness of a Social Marketing Media Campaign to Reduce Oral Cancer Racial Disparities", Journal of the National Medical Association, 101(8): 774-782.
  • WEINREICH Nedra Kline (1999), Hands-On Social Marketing: A Step-By-Step Guide, CA, Sage Publications, Inc.
  • WYMER Walter (2010a), "2008 World Social Marketing Conference: Introduction To Special Issue", Journal of Business Research, 63(2): 97-98.
  • WYMER Walter (2010b), "Rethinking the Boundaries of Social Marketing: Activism or Advertising?", Journal of Business Research, 63(2): 99-103.

Sosyal Pazarlama Perspektifinden Ağız Sağlığı Kampanyaları Analizi

Year 2013, ÖZEL SAYI: 3 (SAĞLIK İLETİŞİMİ), 53 - 72, 27.10.2014

Gonca, Leyla, Nur Mumcu, Köksal, Şişman

Abstract

Amaç: Bu araştırmanın amacı ağız sağlığı kampanya içeriklerinin sosyal
pazarlama perspektifinden incelenmesidir.
Materyal/Metod: Çalışmada 35 ağız diş sağlığı kampanyası sosyal
pazarlama ilkelerini içeren mesaj, hedef grup, amaç, iletişim stratejileri ve
taktikleri, kitle iletişim araçları bakımından değerlendirilmiştir.
Bulgular: Araştırma kapsamında incelenen kampanyaların asıl amaçları
ağız diş sağlığı uygulamalarına ilişkin farkındalık oluşturmak (%24.5, n=12), ağız
ve diş sağlığı muayenesi (%26.5, n=13), koruyucu ağız diş sağlığı uygulamaları
(16.4%, n=8) olarak belirlenmiştir. Birden fazla amacı olan 22 ağız diş sağlığı
kampanyasında hedef grup ve iletişim araçlarına ilişkin farklı kombinasyonlar
kullanılmıştır.
Sadece 7 kampanyada iletişim aracı olarak ilan panolarına asılan posterler
(%5.71, n=2), broşürler (%8.57, n=3), TV programları (%2.86, n=1) ve ağız diş
sağlığı eğitimi CD materyalleri (%2.86, n=1) kullanılmıştır.
Sonuç: Toplumda ağız diş sağlığının geliştirilmesi için kampanyaların
yapılması esas olduğundan yeni kampanyaların planlanmasında sosyal pazarlama
uzmanlarının desteği kampanyaların etkinliğini artıracaktır. 

Keywords

anahtar kelimler: sosyal pazarlama ağız sağlığı kampanyalar

References

  • ABE Satoshi et al. (2005), "Coverage by Japanese Newspapers of Oral Health Messages on the Prevention of Dental Caries", Journal of Medical and Dental Sciences, 52(1): 17.
  • AL-DAKKAK Imad (2010), "Public Awareness of Oral Cancer and Associated Risk Factors is Low", Evidence-Based Dentistry, 11(4): 106-107.
  • BAYRAKTAROĞLU Gül and İLTER Burcu (2007), "Sosyal Pazarlama: Engeller ve Öneriler", Ege Akademik Bakış, 7(1): 117-132.
  • BELLOWS Laura et al. (2008), "Formative Research and Strategic Development of A Physical Activity Component to a Social Marketing Campaign for Obesity Prevention in Preschoolers", Journal of Community Health, 33(3): 169-178.
  • BENNETT Roger and SARGEANT Adrian (2005), "The Nonprofit Marketing Landscape: Guest Editors’ Introduction to a Special Section", Journal of Business Research, 58(6): 797-805.
  • BETHUNE Graham and LEWIS Hazel (2009), "Let’s Talk About Smear Tests: Social Marketing For The National Cervical Screening Programme", Public Health, 123, E17-E22.
  • BRENNAN Linda and BINNEY Wayne (2010), "Fear, Guilt, and Shame Appeals in Social Marketing", Journal of Business Research, 63(2): 140-146.
  • BUCHTHAL, O. Vanessa et al. (2011), "Avoiding A Knowledge Gap in a Multiethnic Statewide Social Marketing Campaign: Is Cultural Tailoring Sufficient?", Journal of Health Communication, 16(3): 314-327.
  • BULL Sheana S. et al. (2008), "Power For Reproductive Health: Results From a Social Marketing Campaign Promoting Female and Male Condoms", Journal of Adolescent Health, 43(1): 71-78.
  • BURROUGHS Ericka et al. (2006), "Using Focus Groups in the Consumer Research Phase of a Social Marketing Program to Promote Moderate-Intensity Physical Activity and Walking Trail Use in Sumter County, South Carolina", Preventing Chronic Disease, 3(1): 1-13.
  • CAIRNS Georgina and STEAD, Martine (2009a), "Session 5: Nutrition Communication Obesity and Social Marketing: Works in Progress", Proceedings Of The Nutrition Society, 68(01): 11-16.
  • CAIRNS Georgina and STEAD Martine (2009b), Symposium on "The Challenge of Translating Nutrition Research into Public Health Nutrition”, Session 5: Nutrition Communication: Obesity And Social Marketing: Works in Progress, The Proceedings of The Nutrition Society, 68(1): 11.
  • CHOO Audrey et al. (2001), "Oral Hygiene Measures and Promotion: Review and Considerations", Australian Dental Journal, 46(3): 166-173.
  • CLAESSEN Jean-Paul et al. (2008), "Designing Interventions to Improve Tooth Brushing", International Dental Journal, 58(S5): 307-320. COHEN Leonard A. (2009), "The Role of Non-Dental Health Professionals in Providing Access to Dental Care for Low-Income and Minority Patients", Dental Clinics of North America, 53(3): 451-468.
  • CRAVEN R.C. et al. (1994), "A Campaign Encouraging Dental Attendance Among Adolescents In Scotland: The Barriers To Behaviour Change", Community Dental Health, 11(3): 131.
  • CUGELMAN Brian (2010), "Online Social Marketing: Website Factors in Behavioural Change", PhD Thesis, Wolverhampton University.
  • ÇINARLI İnci (2008), Sağlık İletişimi ve Medya. Ankara, Nobel.
  • DE ALMEIDA Cesar Mexia et al. (2003), "Changing Oral Health Status of 6-And 12-Year-Old Schoolchildren in Portugal", Community Dental Health, 20(4): 211- 216.
  • DEARING James W. et al. (2006), "A Convergent Diffusion and Social Marketing Approach for Disseminating Proven Approaches to Physical Activity Promotion", American Journal of Preventive Medicine, 31(4): 11-23.
  • DODD Virginia Jones et al. (2008), "Oral Cancer in African Americans: Addressing Health Disparities", American Journal of Health Behavior, 32(6): 684-692.
  • DONOVAN Rob J. (2011), "The Role For Marketing in Public Health Change Programs", Australian Review of Public Affairs, 10(1): 23-40.
  • EADIE Douglas et al. (2009), "Development and Evaluation of an Early Detection Intervention for Mouth Cancer Using a Mass Media Approach", British Journal of Cancer, 101, S73-S79.
  • EDMUNDS Margo and FULWOOD Charles (2002), "Strategic Communications in Oral Health: Influencing Public and Professional Opinions and Actions", Ambulatory Pediatrics, 2(2): 180-184.
  • EVANS Douglas W. (2006), "How Social Marketing Works in Health Care", BMJ: British Medical Journal, 332(7551): 1207.
  • EVANS Douglas W. (2008), "Social Marketing Campaigns and Children’s Media Use", The Future of Children, 18(1): 181-203.
  • FITZGERALD Ruth P. et al. (2004), "An Exploratory Qualitative Study of Otago Adolescents’ Views of Oral Health and Oral Health Care", New Zealand Dental Journal, 100, 62-71.
  • FUTTERMAN Donna C et al. (2001), "The Access (Adolescents Connected to Care, Evaluation, and Special Services) Project: Social Marketing to Promote HIV Testing to Adolescents, Methods and First Year Results From a Six City Campaign", Journal of Adolescent Health, 29(3): 19-29.
  • GALLOPEL-MORVAN Karine et al. (2011), "The Use of Visual Warnings in Social Marketing: The Case of Tobacco", Journal of Business Research, 64(1): 7-11.
  • GALLOPEL-MORVAN Karine et al. "The Use of Visual Warnings in Social Marketing: The Case of Tobacco", Journal of Business Research, in Press, Corrected Proof, Doi:10.1016/J.Jbusres.2009.09.012
  • GORDON Ross et al. (2006), "The Effectiveness of Social Marketing Interventions for Health Improvement: What’s The Evidence?", Public Health, 120(12): 1133- 1139.
  • GRANT E. et al. (2010), "The Experiences of Young Oral Cancer Patients in Scotland: Symptom Recognition and Delays in Seeking Professional Help", British Dental Journal, 208(10): 465-471.
  • GREGSON Jennifer et al. (2001), "System, Environmental, and Policy Changes: Using The Social-Ecological Model as a Framework for Evaluating Nutrition Education and Social Marketing Programs With Low-Income Audiences", Journal of Nutrition Education, 33, S4-S15.
  • GRIER Sonia and BRYANT Carol A. (2005), "Social Marketing in Public Health, Annual Review Public Health, 26: 319-339.
  • HERRICK Clare (2007), "Risky Bodies: Public Health, Social Marketing and The Governance of Obesity", Geoforum, 38(1): 90-102.
  • HIIRI Anne, "Community-Wide Oral Health Promotion in the Pitkäranta District of Russian Karelia-A Case Study", Medica, 500, 978.
  • HILL Railton M. HILL Anne C. and Bell George, "Health Promotion Meets Social Marketing: The Monash Preschool Dental Program (Mpdp)".
  • JAMIESON Lisa M. and Thomson Murray (2002), "Dental Health, Dental Neglect, and Use of Services in an Adult Dunedin Population Sample" New Zealand Dental Journal, 98: 4-8.
  • JEDELE Jenefer M. and ISMAIL A.I. (2010), "Evaluation of a Multifaceted Social Marketing Campaign to Increase Awareness of and Screening for Oral Cancer in African Americans", Community Dentistry And Oral Epidemiology, 38(4): 371-382.
  • JOHNSON K.M. et al. (2009), "Guidelines for the Development of Social Marketing Programmes for Sun Protection Among Adolescents and Young Adults", Public Health, 123, E6-E10.
  • KATARIA Mitesh and LARSÉN Karin (2009), "Effects of Social Marketing on Battery Collection", Resources, Conservation And Recycling, 53(8): 429-433.
  • KOHR J.M. et al. (2008), "The Use of Programme Planning and Social Marketing Models By a State Public Health Agency: A Case Study", Public Health, 122(3): 300-306.
  • KOLODINSKY Jane and REYNOLDS Travis (2009), "Segmentation of Overweight Americans and Opportunities for Social Marketing", International Journal of Behavioral Nutrition and Physical Activity, 6: 13.
  • KOTLER Philip et al. (2002), Social Marketing: Improving the Quality of Life: CA, Sage Publications, Inc.
  • KOTLER Philip and ZALTMAN Gerald (1971), "Social Marketing: An Approach to Planned Social Change", The Journal of Marketing, 3-12.
  • KUNZE Michael and KUNZE Ursula (2003), "Social Marketing and the Establishment of the Isw-Tbe", Vaccine, 21: 62-65.
  • LOWRY Ray et al. (2009), "Social Marketing Approach to a Successful Oral Cancer Case-Finding Pilot", Social Marketing Quarterly, 15(4): 99-110.
  • LOWRY Ray et al. (2004), "Using Social Marketing to Increase Recruitment of Pregnant Smokers to Smoking Cessation Service: A Success Story", Public Health, 118(4): 239-243.
  • LUCK Jeff et al. (2009), "Implementation Science", Implementation Science, 4, 64.
  • MACDONALD Gordon and BUNTON Robin (1992), Health Promotion: Disciplines and Diversity, London, Routledge.
  • MACPHERSON L.M.D. et al. (2010), "Childsmile: The National Child Oral Health Improvement Programme in Scotland", Part 1: Establishment And Development, British Dental Journal, 209(2): 73-78.
  • MARTHALER T.M. (2005), "Increasing the Public Health Effectiveness of Fluoridated Salt", Schweizer Monatsschrift für Zahnmedizin=Revue Mensuelle Suisse d’odonto-Stomatologie, 115(9): 785.
  • MCCORMACK Brown K. et al. (2004), "Obesity Prevention Coordinators’ Social Marketing Guidebook: Tampa, Florida Prevention Research Center at the University of South Florida".
  • MCKIE David and TOLEDANO Margarit (2008), "Dangerous Liaison or Perfect Match? Public Relations and Social Marketing", Public Relations Review, 34(4): 318-324.
  • MEEKERS Dominique and RAHAIM Stephan (2005), "The Importance of SocioEconomic Context for Social Marketing Models for Improving Reproductive Health: Evidence From 555 Years of Program Experience", BMC Public Health, 5(1): 10.
  • MEYER Karen et al. (2010), "An Early Oral Health Care Program Starting During Pregnancy", Clinical Oral Investigations, 14(3): 257-264.
  • MORRIS Zoë et al. (2009), "Does Social Marketing Provide a Framework for Changing Healthcare Practice?", Health Policy, 91(2): 135-141.
  • MUMCU Gonca et al. (2004), "Utilisation of Dental Services in Turkey: A CrossSectional Survey" International Dental Journal, 54(2): 90-96.
  • NISHTAR Sania et al. (2008), "Social Marketing Leverage for Heart Health: The Ekaterinburg Experience", Cvd Prevention and Control, 3(2): 61-68.
  • JUNHIE OH et al., "Primary Care Physicians 'Role in Promoting Children’s Oral Health", Medicine and Health, RI, 94(1): 20-22.
  • ÖZDOĞAN Zeliha ve ESER Bahar F. (2006), Sosyal Pazarlama Toplumun Refahı ve Kaliteli Yaşamı İçin, Ankara, Siyasal Yayınevi.
  • PAPAS Rebecca K. et al. (2004), "Effectiveness of a Community-Based Oral Cancer Awareness Campaign (United States)", Cancer Causes and Control, 15(2): 121-131.
  • PEATTIE Ken and PEATTIE Sue (2009), "Social Marketing: A Pathway to Consumption Reduction?", Journal of Business Research, 62(2): 260-268.
  • PETERSEN Poul-Erick (2010), "Improvement of Global Oral Health-The Leadership Role of the World Health Organization", Community Dental Health, 27(4): 194- 198.
  • PETERSEN Poul Erick and KWAN Stella (2010), "The 7th Who Global Conference on Health Promotion-Towards Integration of Oral Health (Nairobi, Kenya 2009)", Community Dental Health, 27(Suppl 1): 129-136.
  • PIRANI Sylvia and REIZES Tom (2005), "The Turning Point Social Marketing National Excellence Collaborative: Integrating Social Marketing into Routine Public Health Practice", Journal of Public Health Management and Practice, 11(2): 131.
  • QUINN G.P., et al. (2007), "Adolescent Perceptions of Violence: Formative Research Findings From a Social Marketing Campaign to Reduce Violence Among Middle School Youth", Public Health, 121(5): 357-366.
  • RICHARDS J. et al. (2009), "An Evaluation of an Attempt to Change the Snacking Habits of Pre-School Children Using Social Marketing", Public Health, 123: E31-E37.
  • ROTHSCHILD Michael (2010), "Using Social Marketing to Manage Population Health Performance", Preventing Chronic Disease, 7(5): A96.
  • ROTHSCHILD Michael et al. (2006), "Reducing Alcohol-Impaired Driving Crashes Through the Use of Social Marketing", Accident Analysis & Prevention, 38(6): 1218-1230.
  • SCHELLENBERG J.R.M. et al. (1999), "Kinet: A Social Marketing Programme of Treated Nets and Net Treatment for Malaria Control in Tanzania, With Evaluation of Child Health and Long-Term Survival", Transactions of the Royal Society of Tropical Medicine and Hygiene, 93(3): 225-231.
  • SERRAT Olivier, "The Future of Social Marketing", Washington DC, Asian Development Bank.
  • SHANG Jingzhi et al. (2010), "Using Social Marketing to Enhance Hotel Reuse Programs", Journal of Business Research, 63(2): 166-172.
  • SMITH Craig N. (2001), "Social Marketing and Social Contracts: Applying Integrative Social Contracts Theory to Ethical Issues in Social Marketing", Ethics in Social Marketing, 125.
  • SUN Xinying et al. (2007), "Social Marketing Improved the Consumption of IronFortified Soy Sauce Among Women In China", Journal of Nutrition Education and Behavior, 39(6): 302-310.
  • TOPALOĞLU-AK Aslı et al. (2009), "Managing Dental Caries in Children in Turkey-A Discussion Paper", BMC Oral Health, 9(1): 32.
  • TORRES-PEREIRA Casslus (2010), "Oral Cancer Public Policies: Is There Any Evidence of Impact?", Brazilian Oral Research, 24: 37-42.
  • VAN ROSSEM Ronan and MEEKERS Dominique (2007), "The Reach and Impact of Social Marketing and Reproductive Health Communication Campaigns in Zambia", BMC Public Health, 7(1): 352.
  • WARNAKULASURIYA, K. et al. (1999), "Oral Cancer: An Alarming Lack of Public Awareness Towards Oral Cancer", British Dental Journal, 187(6): 319-322.
  • WATSON Jennefier M. et al. (2009), "Effectiveness of a Social Marketing Media Campaign to Reduce Oral Cancer Racial Disparities", Journal of the National Medical Association, 101(8): 774-782.
  • WEINREICH Nedra Kline (1999), Hands-On Social Marketing: A Step-By-Step Guide, CA, Sage Publications, Inc.
  • WYMER Walter (2010a), "2008 World Social Marketing Conference: Introduction To Special Issue", Journal of Business Research, 63(2): 97-98.
  • WYMER Walter (2010b), "Rethinking the Boundaries of Social Marketing: Activism or Advertising?", Journal of Business Research, 63(2): 99-103.
There are 82 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Gonca, Leyla, Nur Mumcu, Köksal, Şişman

Publication Date October 27, 2014
Published in Issue Year 2013ÖZEL SAYI: 3 (SAĞLIK İLETİŞİMİ)

Cite

APA Mumcu, Köksal, Şişman, G. L. N. (2014). An Analysis of Oral Health Campaigns from a Social Marketing Perspective. Galatasaray Üniversitesi İletişim Dergisi53-72.
 Download Cover Image

Creative Commons LisansıTRDizinlogo_live-e1586763957746.png