Table 1.

Marketing mix for Ante La Duda, Pregunta campaign.

Element of the four Ps	Definition	Application in ALDP
Product	The benefits associated with the behavior being promoted	Increased knowledge on the full range of contraceptive methods as well as increased contraceptive care seeking and utilization of contraception via Z-CAN services
Promotion	The types of communication that will be used to market the behavior	Campaign messages developed using formative research findings were applied to print materials, on-line, and on-air venues
Place	Where and when the desired behavior will be marketed	Placement of campaign messages on targeted channels to reach women of reproductive age in Puerto Rico where they live, work, play, and receive their health care services, including Facebook, internet, radio, community events, health centers/health care provider offices, and influential individuals in the community (as well as friends and family members)
Price	The financial, social, emotional, and/or physical cost exchanged for the benefit	Campaign messages underscored that Z-CAN services were provided at no cost. There was a social and/or emotional cost around selection of contraceptive method best fitting the woman’s needs and lifestyle (especially if first time using that type of contraceptive method). A potential physical cost is the utilization of the selected method.