The Persuasion Approach goes further, stating that action takes place only if people are sufficiently motivated. The Behavioral Modification Approach tries to minimize the influence of thoughts and feelings on individual behavior. People do what they do because they learn the techniques necessary for the action and they find the outcomes rewarding. The Social Influence Approach says that campaigns directed at influencing community norms and collective behavior are the most cost-effective way to reach and change individuals and families. Programs must be cost-effective.
All strategies begin with the customer.
Interventions involve the 4P s. Market research is essential to designing, pretesting, and evaluating intervention programs. Markets are carefully segmented. Competition is always recognized. Promotion-marketers carry out a great deal of advertising where it is appropriate. Promotion is seen as much more than producing brochures, posters, and TV spots, but it also involves personal selling.