724 The Marketing Book
Reid, D. (1996) How effective is health educa-
tion via mass communications?, Health Edu-
cation Journal, 55 , 332–344.
Schwartz, G. (1971) Marketing: the societal
marketing concept, University of Washington
Business Review, 31 , 31–38.
Shiner, M. and Newburn, T. (1996) Young People,
Drugs and Peer Education: An Evaluation of the
Youth Awareness Programme (YAP), DPI,
Home Office, London.
Slater, M. D. (1995) Choosing audience segmen-
tation strategies and methods for health
communication, in Maibach, E. and Parrott,
R. L. (eds), Designing Health Messages. Approa-
ches From Communication Theory and Public
Health Practice, Sage, Newbury Park, CA,
Chapter 10.
Sleight, P. (1995) Explaining geodemographics,
Admap,January, 27–29.
Smith, B. (1998) Forget messages... think
about structural change first, Social Marketing
Quarterly,IV(3), 13–19.
Smith, R. (1997a) Gap between death rates of
rich and poor widens, British Medical Journal,
314 , 9.
Smith, W. A. (1997b) Social marketing: moving
beyond the nostalgia, in Goldberg, M. E.,
Fishbein, M. and Middlestadt, S. E. (eds),
Social Marketing: Theoretical and Practical Per-
spectives, Lawrence Erlbaum Associates,
Mahwah, NJ, Chapter 2.
Solomon, D. S. (1989) A social marketing
perspective on communication campaigns, in
Rice, R. E. and Atkin, C. K. (eds), Public
Communication Campaigns, 2nd edn, Sage,
Newbury Park, CA, Chapter 4.
Stead, M. and Hastings, G. (1997) Advertising in
the social marketing mix: getting the balance
right, in Goldberg, M. E., Fishbein, M. and
Middlestadt, S. E. (eds), Social Marketing:
Theoretical and Practical Perspectives, Lawrence
Erlbaum Associates, Mahwah, NJ, Chapter 3.
Stead, M., Hastings, G. and Eadie, D. (2002)
The Challenge of Evaluating Complex Inter-
ventions: A Framework for Evaluating Media
Advocacy, Health Education Research Theory
and Practice, 17 (3), 351–64.
Stead, M., MacKintosh, A. M., Hastings, G.,
Eadie, D., Young, F. and Regan, T. (1997a)
Preventing adolescent drug use: design,
implementation and evaluation design of
‘new choices’, Paper presented at Home
Office, DPI Research Conference, Liverpool,
3–5 December.
Stead, M., Wimbush, E., Eadie, D. and Teer, P.
(1997b) A qualitative study of older people’s
perceptions of ageing and exercise: the impli-
cations for health promotion, Health Educa-
tion Journal, 56 , 3–16.
Sugg Skinner, C., Strecher, V. J. and Hospers, H.
(1994) Physicians’ recommendations for
mammography: do tailored messages make a
difference?, American Journal of Public Health,
84 (1), 43–49.
Sutton, S. M. (1991) in AED, Social Marketing:
Views from Inside the Government, 30th Anni-
versary Seminar Series, Academy for Educa-
tional Development.
Thorogood, M, Coulter, A., Jones, L., Yudkin, P.,
Muir, J. and Mant, D. (1993) Factors
affecting response to an invitation to attend for
a health check, Journal of Epidemiology and
Community Health, 47 , 224–228.
Tones, K. (1994) Marketing and the mass media:
theory and myth. Reflections on social mar-
keting theory, Health Education Research The-
ory and Practice, 9 (2), 165–169.
Vanden Heede, F. A. and Pelican, S. (1995)
Reflections on marketing as an inappropriate
model of nutritional education, Society for
Nutritional Education, 27 (3), 141–145.
Wallack, L. (1990) Improving health promotion:
media advocacy and social marketing
approaches, in Atkin, C. and Wallack, L.
(eds),Mass Communication and Public Health:
Complexities and Conflicts, Sage, Newbury
Park, CA, Chapter 11, pp. 147–163.
Wallack, L., Dorfman, L., Jernigan, D. and
Themba, D. (1993) Media Advocacy and Public
Health, Sage, Newbury Park, CA.
Wallack, L., Woodruff, K., Dorfman, L. and
Diaz, I. (1999) News for a Change: An Advo-
cate’s Guide to Working with the Media, Sage,
Newbury Park, CA.