A group of community leaders is using radio and television messages to

A group of community leaders is using radio and television messages to try to educate high school students about the consequences of smoking. The social marketing “P” that the radio and television messages represent is:

1. Product.
2. Price.
3. Place.
4. Promotion.

ESSAYBID ANSWER

Answer: 4
Explanation: 4. Promotion refers to the communication strategies used, which in this situation is educating students about the consequences of smoking. The product is the need or service that the target audience is being asked to adopt, in this case not smoking. Price reflects the cost of or barriers to giving up an unhealthy behavior (e.g., weight gain, not seeming “cool”). The place is the location where the product or service can be obtained (e.g., location of smoking cessation services).