Innovations in Social Marketing and Public Health Communication

Part I. Theoretical Developments.- Chapter 1. Formulating Effective Social Marketing and Public Health Communication Stategies; Walter Wymer.- Chapter 2. Using Publicity to Enhance the Effectiveness of a Child Obesity Prevention Program; Simone Pettigrew, Lisa Weir, Mark Williams and Sharyn Rundle-Thiele.- Chapter 3. Digital Innovation in Social Marketing: A Systematic Literature Review of Social Marketing Interventions Using Digital Channels for Engagement; Krysztof Kubacki, Sharyn Rundle-Thiele, Lisa Schuster, Carla Wessels, Naomi Gruneklee.- Chapter 4. Does context matter? Australian Consumers' Attitudes to the Use of Messages and Appeals in Commercial and Social Marketing Advertising; Sandra Jones and Katherine Eagleton.- Chapter 5. Internal Social Marketing, Servicescapes and Sustainability: A Behavioural Infrastructure Approach; Linda Brennan, Wayner Binney and John Hall.- Chapter 6. Faces of Power, Ethical Decision Making and Moral Intesity; Jan Brace-Govan.- Chapter 7. Social Influence and Blood Donation: Cultural Differences between Scotland and Australia; Rebekah Russell-Bennett, Geoff Smith, Kathleen Chell and Jennifer Goulden.- Chapter 8. On Dreching the Massive, Mature Tourist Destinations in the Sunny and Sandy Social Marketing Innovation; Gonzalo Diaz Meneses and Ignacio Luri Rodríguez.- Chapter 9. Innovations in Social Marketing and Public Health Communication: Improving Quality of Life for Individuals and Communities; Marlize Terblanche-Smit and Nic Terblanche.- Chapter 10. Behavioural Factors Determining Fruit Consumption in Adolescents and Characteristics of Advertising Campaigns towards Possible Increased Consumption; Joana Gidinho and Helena Alves.- Part II. Applied Research.- Chapter 11. Promoting Mental Health and Well-Being in Individuals and Communities: The 'Act-Belong-Commit' Campaign; Rob Donovan and Julia Anwar-Henry.- Chapter 12. Preparation without Panic: A Comprehensive Social Marketing Approach to Planning for aPotential Pandemic;

Professor Wymer's scholarly work includes nine books, and numerous journal articles and conference presentations. His primary areas of research include nonprofit marketing, social marketing, brand strength/loyalty, and scale development. Secondary areas include the history of marketing thought, macromarketing, and corporate social responsibility. He is an Associate Editor for the European Journal of Marketing. Previously, he has served as Editor of the Journal of Nonprofit & Public Sector Marketing (2000-10), North American Editor for the International Journal of Nonprofit & Voluntary Sector Marketing (2001-9), and President of the Atlantic Marketing Association (2005). Currently, Professor Wymer serves on five journal editorial boards.