Reigniting the fire : a contemporary research agenda for social, political and nonprofit marketing

The paper reports on the core challenges faced by the nonprofit, political and social marketing disciplinary areas and suggests a series of research agendas to develop theory and practice to meet these challenges.

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Social marketing's research agenda involves the continued adaptation of the new developments in commercial marketing, whilst building a base of social marketing theory and best practice benchmarks that can be used to identify, clarify and classify the boundaries of social marketing against social change techniques.
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Nonprofit marketing is pursuing the dual research agenda of developing the theory and practice of social entrepreneurship whilst seeking deeper consumer-based research to understand motivations for charitable behaviour and gift giving.
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Political Marketing's research agenda looks for an increase in the level of background research, core data and market research to use as a basis for developing more advanced theoretical and practical models. In addition, as political marketing is being transferred internationally between a range of political and electoral systems, there is a need for comparative research into both the relevance and effectiveness of these techniques to isolate nation independent and nation dependent political marketing strategies and campaigns.

Estimating the impact of mandatory folic acid fortification on the folic acid intake of Australian women of childbearing age

Objective: The primary aim of this study was to estimate the impact of mandatory folic acid (FA) fortification of bread-making flour on the FA intake of Australian women of childbearing age (16-44 years). The secondary objective was to investigate the relationship between estimated FA intake and socio-economic status (SES) and age.

Method: Dietary modelling was used to estimate FA intake under four mandatory fortification scenarios – no supplement use, supplement use unrelated to FA intake, supplement use only among the highest consumers of bread, and increased supplement use. Data were obtained from the 1995 National Nutrition Survey for food intake patterns, the 2007 Victorian Population Health Survey for FA supplement use, and a marketplace survey.

Results: It is estimated that the National Health and Medical Research Council (NHMRC) recommendation for an additional 400 mg/day FA will be achieved by a minimum of 3.9, 25.4, 21.7 and 30% of the target population under scenarios 1-4, respectively. The FA upper level of intake is exceeded by a maximum of 0.1, 1.7, 6.1 and 4.1% of the target population for scenarios 1-4, respectively.

Conclusions: Mandatory FA fortification is not sufficient for the NHMRC recommendations for minimum and maximum intakes to be met by all of the target population under a number of plausible behaviour scenarios.

Implications: Targeted nutrition education campaigns are needed for SES and age sub-groups and research of this nature should be extended to other population groups. Monitoring and evaluation of this policy will be important to ensure appropriate FA intake.

Calcium intakes among Australian women : Geelong Osteoporosis Study

Background: Dietary calcium deficiency may be a risk factor for osteoporosis.

Aims: To estimate habitual calcium intakes and prevalence of calcium supplementation among free-living Australian women and validate a calcium-specific food-frequency questionnaire.

Methods: Calcium intakes for 1045 randomly selected women (20–92 years) were estimated by questionnaire which was tested against estimates from four day weighed records kept by 32 randomly selected women.

Results: The mean difference between calcium estimates was not statistically significantly different from zero (mean difference=121 mg; standard deviation of differences=357 mg; p>0.05). There was moderate agreement (weighted κ=0.4) between methods in ranking subjects into tertiles of calcium intake. Mean dietary calcium intakes were 615 mg/day for 20–54 years, 646 mg/day for 55–92 years and 782 mg/day for lactating women. Seventy-six per cent of women aged 20–54 years, 87% of older and 82% of lactating women had intakes below the recommended dietary intake (RDI). There was no association detected between calcium intake and age. Dairy foods provided 79.0% of dietary calcium intake. Calcium supplements were used by 6.6% and multivitamins by a further 4.3% of women. Supplementation was independent of dietary calcium intake and more likely used by postmenopausal women.

Conclusions: Our results suggest that 76% of women consume less than the RDI even when supplemental calcium is included. Furthermore, 14% have less than the minimal requirement of 300 mg/day and would, therefore, be in negative calcium balance and at risk of bone loss. Despite advertising campaigns promoting better nutrition and increased awareness of osteoporosis, many women are failing to achieve an adequate calcium intake.

Ethical considerations and guidelines in web analytics and digital marketing : a retail case study

Within the information economy customers utilise the media that interests them, view the news that affects them and read about the people that inspire them. Web analytics enables an organisation to collect customers' data as they interact with an organisation. Then with analysis of the captured data, organisations can offer a unique online experience, tailored to the customer's individual preferences and create direct marketing campaigns that target individual consumers. This paper discusses the ethical considerations of collecting customer data and highlights how ethical guidelines can better inform organisational behaviour.

Vested interests in addiction research and policy alcohol industry use of social aspect public relations organizations against preventative health measures

Aim It has been proposed that alcohol industry ‘social aspects/public relations’ organizations (SAPROs) serve the agenda of lending credibility to industry claims of corporate responsibility while promoting ineffective industry-friendly interventions (such as school-based education or TV advertising campaigns) and creating doubt about interventions which have a strong evidence base (such as higher taxes on alcoholic beverages). This paper investigated whether submissions to Australia's National Preventative Health Taskforce (NPHT) from alcohol industry bodies regarding the Australian SAPRO, Drinkwise, have used this organization to demonstrate corporate responsibility while promoting industry-friendly interventions.

Method Submissions to the Australian National Preventative Health Taskforce (NPHT) discussion paper Australia, the healthiest country by 2020 (n = 375) were examined to identify those with primary alcohol content. A thematic analysis of the resulting 33 submissions was conducted to determine which organization, institution or individual discussed Drinkwise.

Setting Australia.

Findings Nine of the 33 submissions discussed Drinkwise; all were submitted by the alcohol industry or its affiliates. Every industry submission referred to Drinkwise either as providing evidence of social responsibility or by suggesting the industry-friendly actions of Drinkwise as alternatives to those recommended by the NPHT report.

Conclusions Drinkwise has been used by the alcohol industry to create an impression of social responsibility while promoting interventions that maintain profits and campaigning against effective interventions such as higher taxes on alcohol.

This is public health : Australian students’ understanding of public health

This is Public Health Campaign,Young adults are a frequent target of health promotion campaigns in Australia yet there is evidence to suggest that this cohort has little understanding of the nature and intent of Public Health initiatives in their own environment. This paper describes the results of a study that evaluated the knowledge and understanding of public health of a sample of 333 first year health science students at an Australian University. Students were asked to submit photographs depicting their ideas about public health and accompany these with a written rationale for their choices. The results of the study suggest that the students at this level have a narrow interpretation of public health and do not understand the organized nature of public health efforts or the aims of such initiatives. This study provides important insight into the thinking of this cohort of young Australians, both in the context of preparing them for future careers in public health as well as in relation to their response to health promotion campaigns targeting them.

Churches, mosques, and condoms : understanding successful HIV and AIDS interventions by faith-based organisations

There are an estimated 33 million people living with the Human Immunodeficiency Virus (HIV) worldwide. While national education campaigns have been successful in providing a broad platform of awareness of HIV and AIDS, within some countries faith-based organisations (FBOs) have assumed an important role in educating and supporting local communities to reduce HIV transmission. This article conceptualises the successful characteristics of a Christian organisation in West Papua and a Muslim organisation in Thailand. The ability of both these FBOs to engage successfully with their communities on issues of sexual practice provides important lessons for other FBOs seeking to reduce HIV transmission.

"The solution needs to be complex." Obese adults' attitudes about the effectiveness of individual and population based interventions for obesity

Background
Previous studies of public perceptions of obesity interventions have been quantitative and based on general population surveys. This study aims to explore the opinions and attitudes of obese individuals towards population and individual interventions for obesity in Australia.

Methods
Qualitative methods using in-depth semi-structured telephone interviews with a community sample of obese adults (Body Mass Index ≥30). Theoretical, purposive and strategic recruitment techniques were used to ensure a broad sample of obese individuals with different types of experiences with their obesity. Participants were asked about their attitudes towards three population based interventions (regulation, media campaigns, and public health initiatives) and three individual interventions (tailored fitness programs, commercial dieting, and gastric banding surgery), and the effectiveness of these interventions.

Results
One hundred and forty two individuals (19-75 years) were interviewed. Participants strongly supported non-commercial interventions that were focused on encouraging individuals to make healthy lifestyle changes (regulation, physical activity programs, and public health initiatives). There was less support for interventions perceived to be invasive or high risk (gastric band surgery), stigmatising (media campaigns), or commercially motivated and promoting weight loss techniques (commercial diets and gastric banding surgery).

Conclusion
Obese adults support non-commercial, non-stigmatising interventions which are designed to improve lifestyles, rather than promote weight loss.

The impact of divergent historical and cultural factors on convergence in global communication practice

Communication practice is increasingly converging around globally consistent approaches and techniques shaped by both globalisation and globalising communications technologies. However, this paper argues, national and regional practice histories and cultural characteristics have shaped, and continue to shape, practice in individual markets. The paper analyses the extent of that these divergent histories and cultures have shaped the structure and practices of the public relations industry in Australia and other countries. The paper challenges the common assumptions about public relations development and industry practice having developed from a predominantly US-based model progressively disseminated globally. It traces the history of public relations in Australia, counter-pointing its distinctive origins, to the US-origin thesis. It also examines the impact of demography and diverse national culture on industry shape and practice, comparing the Australian industry to that of other industries around the world. It uses mini-case studies of campaigns in specific countries to assess the extent to which they are culturally-bound by historical and cultural differences and the extent to which they are capable of being transferred or adapted to individual markets. For instance, assumptions about globally-consistent brand identities are contradicted by McDonalds’ branding practices in markets such as Canada and Japan. The paper also discusses how emerging market PR industries are being shaped by distinctive and divergent cultures and development paths and may create new structural and practice models as the emerging economies becoming dominant internationally. The authors suggest that history and cultural diversity continue, and will continue to, shape national and regional practices.

Julia 2010 : the caretaker election

This book provides a comprehensive coverage of one of Australia’s most historic elections, which produced a hung parliament and a carefully crafted minority government that remains a heartbeat away from collapse, as well as Australia’s first elected woman Prime Minister and the Australian Greens’ first lower house Member of Parliament.

The volume considers the key contextual and possibly determining factors, such as: the role of leadership and ideology in the campaign; the importance of state and regional factors (was there evidence of the two or three speed economy at work?); and the role of policy areas and issues, including the environment, immigration, religion, gender and industrial relations. Contributors utilise a wide range of sources and approaches to provide comprehensive insights into the campaign. This volume notably includes the perspectives of the major political groupings, the ALP, the Coalition and the Greens; and the data from the Australian Election Survey. Finally we conclude with a detailed analysis of those 17 days that it took to construct a minority party government.

The Iraqi Federation of Oil Unions : protests and public power in post-Saddam Iraq

Since the democratic elections held across Iraq in 2005 and 2010 much attention has understandably been paid to the new Iraqi government. Unfortunately, it has become increasingly clear that much of Iraq’s political elite are practising the type of governance referred to in the literature on other Arab states alternatively as ‘liberalised autocracy’ (Brumberg, 2002), ‘semi-authoritarianism’ (Ottaway, 2003) or ‘pluralised authoritarianism’ (Posusney & Angrist, 2005). That is to say, that the Iraqi government actually utilises (and controls) nominally democratic mechanisms such as elections, media freedoms, political opposition and civil society as part of their strategy to retain power. This is perhaps best demonstrated via the nine month political stalemate that followed the March 2010 elections and PM Maliki’s refusal to step down despite having narrowly lost the election. Not surprisingly, the Iraqi people have become increasingly disillusioned and critical of their political leaders – hence the mass protests that have swept across Iraq in the context of the popular Arab Revolutions of 2010-11.

However, these latest Iraqi protests are only the most recent and overt sign of the hidden geographies that are agitating towards democracy in this deeply troubled and increasingly authoritarian state. Since the invasion of 2003, a complex array of political, religious and ethno-sectarian factions have formed civil society movements; uncensored news has been consumed across the nation; ordinary citizens have taken to the streets to protest key government decisions; and various local councils have been formed, deliberating on key decisions facing their immediate communities (Davis, 2004, 2007). Given this context, this chapter focuses on the specific case of the Iraqi Federation of Oil Unions (IFOU), Iraq’s largest and most powerful independent workers union. The IFOU has repeatedly taken the Iraqi government to task over their poor pay and the dangerous nature of their work, as well as the government’s initial kowtowing to US plans to privatise the entire Iraqi oil sector. To do this, the IFOU have utilised a variety of very democratic mechanisms including peaceful strikes and protests, media campaigns and political lobbying. Such moves have met with mixed results in Baghdad – at times the central government has pandered to the requests of IFOU, but it has also gone as far as issuing arrest warrants for its senior members. The IFOU therefore serve as an interesting example of public power in Iraq and may well pose one of the greatest challenges to rising authoritarianism there.

Oil unions and democracy in post-Saddam Iraq

Since the invasion of 2003, a complex array of political, religious and ethno-sectarian factions have formed civil society movements; uncensored news has been consumed across the nation; ordinary citizens have taken to the streets to protest key government decisions; and various local councils have been formed, deliberating on key decisions facing their immediate communities. Given this context, this paper focuses on the specific case of the Iraqi Federation of Oil Unions (IFOU), Iraq’s largest and most powerful independent workers union. The IFOU has repeatedly taken the Iraqi government to task over their poor pay and the dangerous nature of their work, as well as the government’s initial kowtowing to US plans to privatise the entire Iraqi oil sector. To do this, the IFOU have utilised a variety of very democratic mechanisms including peaceful strikes and protests, media campaigns and political lobbying. Such moves have met with mixed results in Baghdad – at times the central government has pandered to the requests of IFOU, but it has also gone as far as issuing arrest warrants for its senior members. The IFOU therefore serve as an interesting example of public power in Iraq and may well pose one of the greatest challenges to rising authoritarianism there.

A critical pedagogy of embodied education : learning to become an activist

Unlike any current publication on social purpose education, this book explores the differences and similarities between two groups of activists: lifelong activists who have been engaged in campaigns and socials movements over many years and circumstantial activists, those protestors who come to activism due to a series of life circumstances. Using empirical research conducted in Australia, Tracey Ollis outlines the pedagogy of activism and the process of learning to become an activist.

An examination of the mediating role of salt knowledge and beliefs on the relationship between socio-demographic factors and discretionary salt use: a cross-sectional study

Background Discretionary salt use varies according to socio-demographic factors. However, it is unknown whether salt knowledge and beliefs mediate this relationship. This study examined the direct and indirect effect of socio-demographic factors on salt knowledge and discretionary salt use in a sample of 530 Australian adults.

Methods An internet based cross-sectional survey was used to collect data for this study. Participants completed an online questionnaire which assessed their salt knowledge, beliefs and salt use behaviour. Mplus was used to conduct structural equation modelling to estimate direct and indirect effects.

Results The mean age of the participants was 49.2 years, and about a third had tertiary education. Discretionary salt use was inversely related to age (r=-0.11; p<0.05), and declarative salt knowledge (knowledge of factual information) scores (r = -0.17; p<0.01), but was positively correlated with misconceptions about salt (r = 0.09; p<0.05) and beliefs about the taste of salt (r = 0.51; p<0.001). Structural equation modelling showed age, education and gender were indirectly associated with the use of discretionary salt through three mediating pathways; declarative salt knowledge, misconceptions about salt and salt taste beliefs.

Conclusions Inequalities observed between socio-demographic groups in their use of discretionary salt use can potentially be reduced through targeted salt knowledge and awareness campaigns.

Moral antecedents of smoking behavior and risk beliefs among overseas Asian students

Instead of focusing on the misconduct of multinational cigarette manufacturers, this research project broadens the discussion of cigarette consumption by focusing on the moral antecedent variables that shape young adults' smoking behavior and risk beliefs. It especially challenges current wisdom among anti-smoking advocates that by increasing consumer knowledge of the medical risks associated with smoking will lead to significant reductions in young adult smoking prevalence rates. Empirical results of this study suggest that although increasing smoking risk knowledge does not significantly reduce Asian students' smoking behavior, increasing their risk assessment beliefs does produce the desirable public policy effect of reducing current smoking. Furthermore, only among rules-driven individuals does an increase in no harm scores significantly reduce student smoking risk assessment beliefs. Thus, current anti-smoking advertising campaigns among overseas Asian students may be more effective if they attempt to change these students' smoking risks assessment beliefs especially if they are targeted to rules-driven student market segments.