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    069547

    The use of private sector marketing research techniques in CSM projects in the developing world.

    Tipping S

    [Unpublished] 1989. Presented at the IIDSS Conference, August 18-20, 1989. [15] p.

    The author explains the operations of and rationale behind the Social Marketing for Change (SOMARC) project of the Futures Group. Using indigenous private sector company commercial channels in developing countries, SOMARC helps develop advertising campaigns and other marketing approaches to sell branded condoms, oral contraceptives, vaginal foaming tablets, and sometimes IUDs. Commercial marketing research techniques are employed in these exercises, and include developing and evaluating advertising and marketing strategies, designing and testing advertising messages, and selecting and improving product names and packaging for their contraceptive products. Although technical assistance is generally required in most countries, local companies are nonetheless depended upon to develop and manage the projects overall. The importance of brand image research in reaching target markets is discussed, followed by examples of testing and evaluating marketing strategies, product names, package testing, and advertising messages.
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