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| Author: | Lopez-Pumajero, T. |
| Title: | The influence of the developing world's television practices on U.S. health education efforts: entertainment-education and the center for disease control |
| Journal: | Journal of international marketing and marketing research
2006 : OCT, VOL. 31:3, p. 111-126 |
| Index terms: | social marketing health USA |
| Language: | eng |
| Abstract: | The purpose of this paper is to analyse entertainment-education (E-E), the world's most widely applied health communication or social marketing methodology, in U.S. It is demonstrated that E-E's major contribution to health education has been to show that marketing formats could be used for public good as well as profit. It also shows that E-E method is a homegrown approach rather than a foreign influence. |
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