Social Marketing - the 4 P's

Product
What, in terms of behavior, beliefs, information, or services, the audience is being asked to accept?

Price
The cost- financial, social, material, physical, and/or psychological - that the audience is being asked to voluntarily contribute in exchange for accepting the product

Place
The distribution channels dictating how and where the product will be made available to the target audience for trial and/or for acceptance; this variable refers to both the physical and the social availability of the product being marketed from the perspectives of the target audience members

Promotion
How the target audience will be made aware of the product and it's availability, and how this awareness will be translated into audience members intention to accept the product

Source - as summarized from a range of sources in "Advancing Public health Goals" by Winett and Wallack in Journal of health Communication - Vol 1 pp176/177, 1996.