Using commercial resources in family planning communication programs : the international experience

This volume is based on papers presented at the Conference on Commercial Resources and Their Application to Population Communication, held at the East-West Center, December 4-8, 1972.For more about the East-West Center, see http://www.eastwestcenter.org/Part One: The State of the Art. Using commercial resources in population communications programs / William O. Sweeney -- Part Two: Commercial Techniques and Their Application. The technique they call advertising / Richard K. Manoff -- Marketing birth control / Philip D. Harvey -- Strategy and segmentation of the birth control market: this side of family planning / Julian I. Simon -- Measuring effectiveness in family planning / Philip D. Harvey -- The use of market research firms in family planning programs / Robert H. Smith -- Part Three: The Experience Record. Nirodh creative development / Tara Sinha -- The Ghana case: introduction / A.A. Armar -- Development of the Ghana advertising campaign / Jacob Obetsebi-Lamptey -- Jamaica's mass media campaign / Conroy Allison, Edgar Stewart -- Advertising family planning in the U.S.A. / Robin A. Elliott -- The mass media family planning campaign for the United States / Richard K. Manoff -- Appendix: Participant Papers. Korea / Jae Hee Kim -- Malaysia / Shamsuddin bin Abdul Rahman -- The Philippines / Gregorio Cendana -- Taiwan / Hsin-ying Wu -- Thailand / Nonglaks Bunnag