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

Citation data:

Journal of International Business Studies, Vol: 11, Issue: 3, Page: 73-80

Publication Year:
1980
Usage 11
Abstract Views 11
Repository URL:
https://ink.library.smu.edu.sg/lkcsb_research/2980; http://www.jstor.org/stable/154737
Author(s):
FARLEY, John U.; LOUIS, T. D. J.; REDDY, Srinivas K.
Publisher(s):
AMA
Tags:
Basic or Discovery Scholarship; Advertising and Promotion Management; Asian Studies; Marketing; Medicine and Health
article description
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.