Social Marketing

More documents

Recommendations

Info

Social Marketing Tools Social Marketing Logic Model Corrective re-design and up-dating Education 1. Social Problem Epidemiological Behavioral & Market Research Studies Define Behaviors & Audiences Analysis of Competing Behaviors Regulation Product Price Place Promotion Prototyping and Pre-testing Research Tactical Selection, Execution & Monitoring Impact Evaluation Motivation
Social Marketing Tools 75 Defining the Problem Correctly If you define the problem incorrectly, it doesn’t matter how good your marketing program is. Use this checklist as a tool to carefully think about the behavior you propose to introduce and the behavior you propose to change. Education Problem o It is a simple behavior. Does not require new skills to perform. o Benefits are immediately visible*. o Behavior requires no equipment to perform. o Behavior not associated with any social stigma. o Barriers to change are not seen as high. Regulation Problem o Education and Motivation have failed to change behavior. o Behavior causes serious damage to individual and society. o Social consensus is that the behavior should be regulated. o Behavior is observable by others. o Behavior is susceptible to effective regulation. *Judgments about perceptions of benefits and barriers refer to the perceptions of consumers. Marketing Problem o Complicated behavior often requires lifestyle change or new skills. o Visible benefits are delayed. o Behavior requires external resources to perform. o There is an effective behavioral alternative. o Behavior is stigmatized, addictive or already illegal. o There is a preferred competing behavior. o Barriers to behavior are perceived as high. Social Marketing Behavior A Practical Resource for Social Change Professionals
Page 3 and 4:
Social Marketing Behavior A Practic
Page 5 and 6:
Table of Contents iii Marketing Mix
Page 7 and 8:
About This Book Overview The Single
Page 9:
About This Book 3 The Single Most I
Page 12 and 13:
6 The Basics Social Marketing Eat y
Page 14 and 15:
8 The Basics Social Marketing This
Page 16 and 17:
10 The Basics Thinking Like a Marke
Page 18 and 19:
12 The Basics The 5 “Thinking lik
Page 20 and 21:
14 The Basics The BEHAVE Framework
Page 22 and 23:
16 The Basics Working Toward a Stra
Page 24:
18 The Basics Working Toward a Stra
Page 27 and 28:
Research What is Behavior? Behavior
Page 29 and 30: Research 23 What is Behavior? To un
Page 31 and 32: Research 25 What is Behavior? • R
Page 33 and 34: Research 27 What is Behavior? Under
Page 35 and 36: Research 29 Behavioral Science Thes
Page 37 and 38: Research 31 Behavioral Science Embe
Page 39 and 40: Research 33 Research So how do you
Page 41 and 42: Research 35 Research Here are the s
Page 43 and 44: From Behavior to Strategies Determi
Page 45 and 46: From Behavior to Strategies 39 Dete
Page 47 and 48: From Behavior to Strategies 41 Dete
Page 49 and 50: Marketing Mix Product The Price P T
Page 51 and 52: Marketing Mix 45 Product Commercial
Page 53 and 54: Marketing Mix 47 Product 7. Connect
Page 55 and 56: Marketing Mix 49 The Place P The pr
Page 57 and 58: Marketing Mix 51 The Promotion P Pr
Page 59 and 60: Possible Interventions Information
Page 61 and 62: Marketing Mix 55 Advertising • Me
Page 63 and 64: Marketing Mix 57 Advertising “dec
Page 65 and 66: Marketing Mix 59 Public Relations W
Page 67 and 68: Marketing Mix 61 Partnerships When
Page 70 and 71: Execution 4
Page 72 and 73: Execution The Marketing Process Mar
Page 74 and 75: Execution The Strategy Statement Ex
Page 76: Execution The BEHAVE-based Marketin
Page 82 and 83: Social Marketing Tools The BEHAVE F
Page 84 and 85: Social Marketing Tools Understandin
Page 86 and 87: Social Marketing Tools Marketing Mi
Page 88 and 89: Social Marketing Tools Partnership
Page 90 and 91: Social Marketing Tools Doer/Nondoer
show all

Social Marketing

Create successful ePaper yourself

Delete template?

Save as template?