Social marketing and fertility behaviour
Ronél Rensburg · Communicatio · 1991
SUMMARY The role that communication in general and social marketing specifically, play in regulating fertility behaviour, family planning and population development, is becoming more prominent in South Africa. This article is based on a paper delivered at a conference for senior officials of Population Development Units in Pretoria. The article considers the role of social marketing and communication in fertility behaviour, family planning and population development in general. The problems encountered when planning and transmitting messages about population development are investigated. Communication media which can be used in population development programmes within the South African context, are considered. The article finally makes general recommendations regarding the possible improvement of future population development programmes.