Table 2 Benchmarks for a social marketing approach.

2. Projects consistently use audience research to: a) understand target audiences at the outset of interventions (i.e., formative research), b) routinely pretest intervention elements before they are implemented, and c) monitor interventions as they are rolled out.

3. There is careful segmentation of target audiences to ensure maximum efficiency and effectiveness in the use of scarce resources.

4. The central element of any influence strategy is creating attractive and motivational exchanges with target audiences.

5. The strategy attempts to use all four Ps of the traditional marketing mix; for example, it is not just advertising or communications. That is, it creates attractive benefit packages (products) while minimizing costs (price) wherever possible, making the exchange convenient and easy (place), and communicating powerful messages through media relevant to--and preferred by--target audiences (promotion).

6. Careful attention is paid to the competition faced by the desired behavior.