Table 3.

Keys to increasing healthy eating using social marketing

Andreasen's social marketing benchmark criteria( 9 )	Keys to increasing healthy eating using social marketing
Behavioural objective	Evaluate healthy eating using multiple behaviours
	Tackle single behaviours serially over time
Audience segmentation	Identify different groups
	Target each group with a unique solution
Formative research	Conduct formative research
	Research must be consumer oriented
Exchange	Offer salient benefits – short-terms benefits can be more salient than long-term benefits
	Consider trials, rewards and prizes to stimulate trial and repeated behaviour
Marketing mix	Move beyond communication – interventions must be multifaceted (e.g. more than promotion and communication)
	Efforts need to be directed at initiating new behaviour and encouraging repeat behaviour
Competition	Undertake competitive analysis
	Know your direct and indirect competition