Amy's story: a research agenda for smoking cessation in pregnancy

Allison, S.A. ORCID: 0000-0002-7509-9979, Hiller, A. ORCID: 0000-0001-8793-0013 and Allison, C., 2011. Amy's story: a research agenda for smoking cessation in pregnancy. In: A. Patterson and S. Oakes, eds., Proceedings of the Academy of Marketing Conference 2011. Helensburgh, Argyll: Academy of Marketing. ISBN 9780956112234

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Abstract

The purpose of this paper is to report on a case from Nottinghamshire County Primary Care Trust (PCT) as an exploratory study examining the role of social marketing’s contribution to smoking cessation during pregnancy. Insights from the case will be used to inform and stimulate debate around future inquiry regarding the effectiveness of such campaigns, specifically with respect to smoking cessation in pregnancy, the role of low-budget highly-localised programmes and, in response to a recent Chartered Institute of Marketing (CIM) paper (Thorp, 2009), the extent to which social marketers lead the way in producing behavioural change in populations. Whilst well discussed in the health literature, smoking cessation during pregnancy remains under-researched in the marketing literature offering opportunities for research and practice. Also, this study is of contemporary interest in light of the proposed public sector cuts which will restrict social marketing budgets, the move of Public Health to local authority control placing it as central to the Government’s public health plans, and the Government’s reported interest in behavioural change techniques such as nudge theory (Stamp, 2010). The paper is structured by presenting the case using The National Social Marketing Centre’s (NSMC, 2010) benchmark criteria for effective social marketing, whilst identifying findings and themes from the literature.

Item Type: Chapter in book
Creators: Allison, S.A., Hiller, A. and Allison, C.
Publisher: Academy of Marketing
Place of Publication: Helensburgh, Argyll
Date: 2011
Divisions: Schools > Nottingham Business School
Depositing User: EPrints Services
Date Added: 09 Oct 2015 10:19
Last Modified: 09 Jun 2017 13:26
URI: http://irep.ntu.ac.uk/id/eprint/11238

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