Communicating on Early Childhood Development: When market research becomes an agent of change
Christian BourqueLeger MarketingFrançois LagardeFondation Lucie et André Chagnon
Introduction
One of the key principles in social marketing is to understand that communication alone will not bring about behavioral changes in the clientele you are targeting (Lee & al, 2011). However, mass communication can be conceived as laying the foundation for a change in social norm which will induce the desired behavioral outcome. In many cases social marketing seeking a change in social norm have been designed on a fairly straightforward objective of getting people...