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The Truth Campaign: 4 P's-Product, Price, Place, And Promotion

991 Words4 Pages

The Truth campaign is a public health initiative dedicated to lowering smoking, vaping, and nicotine consumption, particularly among young adults. Throughout history, tobacco has been a serious public health issue in the United States. According to the Centers for Disease Control and Prevention, tobacco remains the leading cause of preventable disease and death in the United States. Using tobacco can lead to cancer, heart disease, stroke, lung diseases, diabetes, chronic obstructive pulmonary disease (COPD), and many other health conditions. As cigarette consumption increased, the states reached an agreement with the tobacco industry in 1998, resulting in the Master Settlement Agreement (MSA). In response to the rising prevalence of youth smoking …show more content…

Product refers to benefits that can be offered to consumers. The benefits of the product can be physical, economic, social, psychological, or a combination of these factors. Price refers to costs or barriers associated with the product. Price interventions may include psychological, emotional, and time costs. As to the place, knowing where the consumer can be reached with the information is vital. Finally, the promotion part includes communication and messaging that will assist in reaching the target audience (Glanz & Viswanath, 2015). In the case of the Truth campaign, the information contained on the Truth website and Truth initiative can be viewed as products. The price represents the cost aspect of the intervention method and resources. Regarding the place, the campaign covered the entire territory of the United States. Promotion activities involved launching TV and print commercials, T-shirts, stickers, and banners (Farrelly et al., 2002). Each of these 4 P's played a crucial role in the effectiveness of the Truth campaign. It is critical to have a clear product that can capture the attention of the audience. Knowing the cost of the program, resources, and advertisements will also help the campaign function successfully. Furthermore, a setting or location to monitor the outcome of program interventions is necessary. Finally, in order to reach the target demographic, a well-planned promotion effort must be done because effective intervention is only feasible when consumers are familiar with

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