Research Fellow - Social Marketing @ Griffith
The 4Ps are not dead. Examining the effectiveness of the marketing mix in increasing children's fruit and vegetable intake.
The social marketing benchmark criteria was originally created to help social marketers design successful behaviour change programs, however, over the years the marketing mix component of the benchmark criteria has been heavily criticised by academics. Despite the criticism the marketing mix has never been tested for effectiveness. Additionally, multiple systematic literature reviews of social marketing programs show that most programs do not use the full marketing mix (4P) and that promotion only approaches continue to dominate. The Viisi Per Päivä program was designed to address these issues. Two programs were designed to test how a promotion only approach compares to a full marketing mix approach. The main finding is, that the 4Ps are definitely not dead, and should not be abandoned.