Social Marketing Theory Model Concepts

Exchange
the health message facilities voluntary exchange between the producer and consumer
-the message is freely available to the consumer, and the consumer can choose to ignore or participate as a response (not forced to act)
Audience Segmentation
placing the target audience into meaningful subgroups to better target those groups with health messages
-categorize target groups by geographic location, age, gender, occupation, worksite church family, personality type
Formative Research
pretesting of ideas, messages, and methods with representatives of the target audience before full implementation of the program
-to make sure the health communication messages will be successfully received
Channel Analysis
to determine the communication channels that best serve to reach the target audience
-Medium: mass electronic media, calls, print media, television, radio, mailings, public announcements, newspaper
-Location: schools, worksites, churches, colleges, restaurants
Marketing Mix
comprises the 4 P’s of social marketing (product, price, place, promotion) that indicate how to implement a proposed social marketing plan
Product
the health promotion message, tangible product, or service being provided to the target audience
-health pamphlets, nicotine patches, medication delivery, etc…
Place
the location where the behavior or service takes place and is supported or facilitated
-community clinics, parks, gym, home, residence halls
Promotion
the method by which change is communicated and the materials used to engage the target audience
-considers placement of ads, appeal of messages, appearances, relevance, emotional impact
-making the means fun to use and interesting
Price
a cost the audience will assume and the barriers they must overcome when responding to the health message
-financial, emotional, psychological, behavioral, time, location