Certified Prevention Professional (CPP) Practice Exam

What term describes the application of commercial marketing techniques to promote health behavior changes?

1. Health Promotion

2. Behavioral Marketing

3. Social Marketing

4. Public Relations

The correct answer is: Social Marketing

The term that describes the application of commercial marketing techniques to promote health behavior changes is social marketing. Social marketing utilizes strategies and principles from commercial marketing to develop programs designed to influence the voluntary behavior of target audiences to improve their personal welfare and the welfare of society. It goes beyond traditional health promotion by focusing on the needs and wants of the target audience, using research and analysis to design messages and implement interventions that are relevant and appealing. In social marketing, the emphasis is on creating value for the audience and encouraging various health-promoting behaviors while considering the social contexts in which individuals live. It aims to foster a deep understanding of the barriers to behavior changes and to tailor communications to motivate individuals to adopt healthier practices. While health promotion refers broadly to activities aimed at improving health, it does not specifically imply the use of marketing techniques. Behavioral marketing pertains more to consumer behavior and marketing strategies that target specific actions, but it is not explicitly focused on health. Public relations centers on managing communication between organizations and their publics, but it does not specifically address behavior change in the context of health. Thus, social marketing stands out as the most fitting term for applying commercial marketing techniques to drive health behavior changes.