This article presents a case study of two effective interventions promoting 1% low-fat milk consumption. Developed after extensive formative research and use of the 4Ps marketing mix, the first intervention in 2012, 1% Low-Fat Milk Has Perks!, was a multilevel intervention implemented in the Oklahoma City media market (OKCMM), which covers most of the western portion of the state of Oklahoma. The program evaluation was based on a quasi-experimental comparison-group design that compared milk sales in the OKCMM with the Tulsa media market (TMM) supplemented by a pre- and post-intervention telephone survey of Supplemental Nutrition Assistance Program recipients. The program evaluation revealed that 1% milk sales significantly increased 15% from before to after the intervention ended in the OKCMM compared to a smaller increase in the TMM. In 2014, the second intervention, Choose 1% Milk: A Healthy Family Choice, was implemented statewide using three experimental conditions. The intervention resulted in a 42.9% statewide increase in 1% milk sales from before to after the intervention ended. In this article, we describe the use of the marketing mix in the planning, implementation, and summative evaluation of both interventions, including strategic decisions that provide insight into efforts to influence behavior at the population level.

中文翻译：

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两次成功进行社会营销干预以促进1％低脂牛奶消费的案例研究

本文介绍了两种有效干预措施的案例研究，这些干预措施促进了1％低脂牛奶的消费。经过广泛的形成性研究和对4Ps营销组合的使用后，2012年的第一项干预措施是1％的低脂牛奶有Perks !，它是在俄克拉荷马城媒体市场（OKCMM）实施的多层次干预措施，覆盖了大多数西方国家俄克拉荷马州的一部分。计划评估基于准实验比较小组设计，该计划将OKCMM中的牛奶销售与塔尔萨媒体市场（TMM）进行了比较，并辅以干预前后的补充营养援助计划接受者电话调查。该计划评估显示，OKCMM干预结束前至结束后，牛奶销售量的1％显着增长了15％，而TMM的增长幅度较小。在2014年，第二项干预措施是“选择1％牛奶：健康的家庭选择”，它在全州范围内使用三种实验条件进行了实施。干预措施从干预前到结束后，全州范围内1％的牛奶销售量增长了42.9％。在本文中，我们描述了营销组合在两种干预措施的计划，实施和总结评估中的使用，包括战略决策，这些决策可洞悉在人口层面影响行为的努力。