Social Marketing Test 1

Social Marketing
The use of commercial marketing concepts and tools in programs designed to influence individuals’ behavior to improve their well-being and that of society.
Objectives of Social Marketing
Accept a new behavior
Reject a undesirable behavior
Modify a current behavior
Abandon an old undesirable behavior
Concepts Shared by Social and Commercial
The Four Ps, SWOT, Environmental Scan, Budgeting, and an Implementation Plan
Selecting a Target Audience
Social marketing influences those who can facilitate behavior change in individuals instead of just one person with a wrong behavior.
Social Marketers
Public Sector, Nonprofit, For-profit, and other organizations engaged in social marketing campaigns.
Upstream
Politicians
Media figures
Law enforcement
Corporations
Healthcare organizations and associations
School districts
Entertainers
Midstream
Family
Friends
Church leaders
Neighbors
Personal healthcare providers
Facebook friends
Downstream
Primary Audiences
Target Audiences
10 Step Planning Model
1. Describe the Background, Purpose & Focus
2. Conduct Situation Analysis
3. Select Target Audience
4. Set Behavior Objectives & Goals
5. Identify Barriers, Benefits, the Competition and Influential Others
6. Craft a Desired Positioning
7. Develop 4Ps
8. Outline a Plan for Monitoring and Evaluation
9. Establish Budgets & Find Funding
10. Complete an Implementation Plan
The Production Concept
Consumers will prefer products that are widely available and inexpensive.
The Product Concept
Consumers will favor products that offer the most quality, performance, or innovative features.
The Selling Concept
Organizations must undertake an aggressive selling and promotion effort.
The Marketing Concept
Knowing and understanding the customer so well that the product or service fits him and sells itself.
Tip #1
Take advantage of prior and existing successful campaign
Tip #2
Start with target audiences most ready for action
Tip #3
Support and promote single, doable behaviors with significant potential impact
Tip #4
Identify and remove barriers to behavior change
Tip #5
Bring real benefits into the present
Tip #6
Highlight costs of competing behaviors
Tip #7
Promote tangible goods or services to help target audiences perform the behavior
Tip #8
Consider non monetary incentives in the form of recognition and appreciation
Tip #9
Make Access Easy
Tip #10
Have a little fun with messages
Tip #11
Use media channels at the point of decision making
Tip #12
Try for popular/entertainment media
Tip #13
Get commitments and pledges
Tip #14
Use prompts for sustainability
Tip #15
Create plans for social diffusion
Tip #16
Track results and make adjustments
Formative Research
A form of public opinion research that provides information necessary to develop persuasive campaigns.
Pretest Research
Conducted to evaluate a short list of alternative strategies and tactics so that they speak to your target audiences in the most effective way.
Monitoring Research
Provides ongoing measurement of program outputs and outcomes.
Qualitative Research
Describes and explains a person’s personal opinion.
Quantitative Research
A formal, objective, systematic research process to describe, test relationships, or examine cause-and-effect interactions among variables.
Developing a Research Plan
1. Purpose
2. Audience
3. Informational Objectives
4. Respondents
5. Technique
6. Sample Size, Source, and Selection
7. Pretest and Fielding
8. Analysis
9. Report