Social Marketing

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Social Marketing Tools Doer/Nondoer Survey Section 1 Think about the last full day that you were home, that is, before traveling for this workshop. Now, thinking about that day, how many portions of fruits and vegetables did you eat? Count all portions in that 24-hour period. Begin when you woke up in the morning and think about the 24-hour period to the next morning at the same time. You may count juice as well as fresh, frozen, or canned servings. Number of portions or fruits and vegetables consumed in 24-hour period: Now turn this sheet over and, following the instructions at the top, complete all questions. Submit the completed questionnaire to no later than . Section 2 We’d like to ask you some questions about your perceptions about what happens when you eat all 5 recommended servings of fruits or vegetables every day. Keep in mind that almost everyone eats 2 or 3 servings a day. Answer for what it’s like - or would be like - to eat 5 portions of fruits or vegetables every day. In answering the questions, respond for yourself (and not some hypothetical audience member). Please provide as many responses as you can for each of the following questions. What do you see as the advantages or good things about your eating all 5 servings of fruits or vegetables every day? What do you see as the disadvantages or bad things about your eating all 5 servings of fruits or vegetables every day? What makes it easier for you to eat all 5 servings of fruits or vegetables every day? What makes it more difficult for you to eat all 5 servings of fruit or vegetables every day? Who (individuals or groups) do you think would approve or support you if you ate all 5 servings of fruits or vegetables every day? Who (individuals or groups) do you think would disapprove or object if you ate 5 servings of fruits or vegetables every day?
Social Marketing Tools 85 Doer/Nondoer Analysis Worksheet Research Finding % Doers % Nondoers Implications 4 Focus 5 Y N M 4 In the “Implications” column, note whether doers and nondoers are alike or different; note whether the intervention could have an impact. 5 In the “Focus?” column, answer the question, “Should our program focus on this area?” with “yes”, “no”, or “maybe.” Social Marketing Behavior A Practical Resource for Social Change Professionals
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Social Marketing Behavior A Practic
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Table of Contents iii Marketing Mix
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About This Book Overview The Single
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About This Book 3 The Single Most I
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6 The Basics Social Marketing Eat y
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8 The Basics Social Marketing This
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10 The Basics Thinking Like a Marke
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12 The Basics The 5 “Thinking lik
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14 The Basics The BEHAVE Framework
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16 The Basics Working Toward a Stra
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18 The Basics Working Toward a Stra
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Research What is Behavior? Behavior
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Research 23 What is Behavior? To un
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Research 25 What is Behavior? • R
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Research 27 What is Behavior? Under
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Research 29 Behavioral Science Thes
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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
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Social Marketing

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