Introduction to Social Marketing Lecture
Introduction to Social Marketing Lecture
Introduction to Social Marketing Lecture
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
BEHAVIOURAL<br />
GOALS<br />
Behaviour allies<br />
Positive behaviour<br />
promotion<br />
Behaviour reinforcement,<br />
Maintenance support<br />
Behaviour ‘change’<br />
Behaviour controls<br />
current<br />
non-smokers<br />
dynamic interface<br />
current<br />
smokers<br />
eg: Smoking behaviour<br />
SEGMENTATION<br />
e.g. by relationship <strong>to</strong><br />
‘smoking behaviour’<br />
“never smoked, never will”<br />
“susceptible <strong>to</strong><br />
pressure <strong>to</strong> smoke”<br />
“recent quitter –<br />
potential <strong>to</strong> restart”<br />
“would like <strong>to</strong> quit<br />
but finding it hard”<br />
“strong entrenched resisters”
Change language