This article originated as a contribution to informed debate on public policy issues surrounding a review of New Zealand broadcasting policy. The issue, however, has implications well beyond the New Zealand market. Public debate on broadcasting has frequently centered on calls to: improve the...

Purpose – The purpose of this paper is to argue that integrated marketing communications (IMC) must be used in social marketing, like it is in commercial marketing, by illustrating that IMC principles are effective in social marketing contexts within an education setting. Specifically, the...