This blogging assignment is due as a threaded blog post below by Wednesday, 1/23 at 6:00 pm. No exceptions for late work, except with Dr. W's consent.
In a SINGLE blog post below for ALL chapters in the section, provide for EACH chapter:
1. A single sentence, IYOW, that captures the THESIS (main argument) for each chapter.
2. TWO specific pieces of supporting documentation - ideas, concepts, steps - to bolster your thesis. (Use 2 - 3 sentences for each.)
Then, include a SINGLE specific question you have after reading and blogging on ALL chapters of the section.
Game on,
Dr. W
I hope you meant 2-3 sentences, not 203 sentences! Thanks for the blog, looking forward to this course. Until Game Day... Nik
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteChap 1
ReplyDelete1] Social marketing is a form of marketing like commercial marketing, however it is distinctly different and is often used to bring about positive change.
2] –“The key characteristic that distinguishes social marketing from commercial marketing is it’s purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.”
-“As organizations and government agencies search for solutions to bring about positive change … they are increasingly turning to the field of social marketing for answers.” Traditionally they would turn to either an educational or policy approach, however education “may not be sufficient to bring about behavior change on more complex or emotion-based behaviors” and “diminishing liberty and free choice should only be done as a last resort when other methods have not worked.”
Chap 2
1] Social marketing is focused on precisely targeting and researching it’s audience to create a “strategic, consumer centered program.”
2] – “To be most effective, specify the audience for your program as precisely as possible. The social marketing method of segmentation advocates dividing your audience into different subgroups and developing strategies specifically for one or more of these groups.”
- “An effective social marketing program focuses on the consumers; all of its elements are based on the wants and needs of it’s target audience rather than on what the organization happens to be selling. A strategic social marketing approach is based on research and includes thinking through [all] the elements like what the product is and its most salient benefits to the target audience, price considerations and how to reduce perceived costs,” etc…
Chap 3
1] Social marketing employs both the traditional “marketing mix” as well as four additional “P’s” specific to social marketing.
2] – Marketing Mix
---Product: “the behavior you want the target audience to adopt”
---Price: “what the target audience has to give up to adopt the behavior”
---Place: where the behavior is “available to the target audience”
---Promotion: “how you get your message out about the product to the target audience”
- Social Marketing P’s
---Publics: “social marketers often have many different audiences that their program must address to be successful.”
---Partnership: “By teaming up with other groups in the community, your organization can extend its resources as well as its access to members of the target audience.”
---Policy: “individual behavior change
… [can be] difficult to sustain unless the environment surrounding the target audience supports that change for the long run. In many cases, policy change has been very effective in providing that type of support.”
---Purse strings: “where will you get the money to create your program?”
Chap 4
1] The social marketing process provides a clear-cut framework for program development—the most important part of the process though is to take ethical considerations into account.
2]- “The social marketing process consists of six general stages;” analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. “In practice, social marketing is not necessarily a clear series of linear steps but rather a process of feedback and adjustment that might require revisiting past stages to make changes based on new information.”
- “Beyond just good intentions, … purveyors [of a program] have a social duty to carry out their mission in an ethical manner…. Look at your program from all sides, particularly at the point where it ends, to identify any potentially harmful effects of ethically questionable components.”
Question
Have there been incidences of campaigns that have fallen from their social marketing roots into what would be considered less responsible marketing [it seems like when promoting a literal product in the name of a cause the lines between social/commercial could get blurred]?
Ch. 1 Social marketing develops new and exciting ways to target consumers by persuading people with more than just the facts, but by using creativity and prosocial behavior.
ReplyDeleteNot knowing your audience before targeting them is not social media and not a good idea. If your plan is to do commercial campaign you should know the audience you are delivering it to. Choose your channels wisely. Choose the times they will run. Commit to your resources, whether it is television, radio or both.
Ch. 2 You cannot target the general public, when you have a campaign you need to do your research and develop a marketing plan with specific audiences in mind for your needs.
Develop a marketing plan. Research and strategize about who you want to reach. Partner with others to gain an even greater reach. Listen to your audience.
Ch. 3 When developing a great social marketing plan the 8 P's must be in the marketing mix for appealing to your audience.
Product, price, place and promotion is your standard marketing mix to sell your product line, but with social marketing it is how you touch your audience to affect their behavior. It is also important to include the publics when considering your marketing because some can be just as influential as your target audience. For example, my target audience may be high school students, but the publics may be their parents, teachers and guidance counselors who will influence them to take courses.
Ch. 4 It is essential to develop and follow an effective marketing process in order for your campaign to be successful.
We have what is called the Documented Needs Assessment (DNA) process once we have done our research and are beginning our marketing plan. Once the project goes through the DNA and is approved we develop a charter, scope and checklist. These are all tools in place to develop a successful social marketing plan which therefore creates a successful program.
If you follow these very simple steps and do your research, how do you think you could go very wrong?
Section 1
ReplyDeleteChapter 1
The first chapter presents social marketing by defining it as a way to promote more healthful and socially beneficial behavior to a target audience by using commercial marketing strategies. The key difference between social and commercial marketing is that social marketing benefits the individual or society while commercial benefits the organization it is trying to market. Besides trying to create a healthier, more socially beneficial behavior change, social marketing also aims to increase program use, and build customers’ satisfaction with their services.
Chapter 2
To promote a behavior change, research needs to be done on the target audience in order to know exactly what type of people they are and who influences them. Since there is a lot of variety in the target audience, segmenting it into subgroups is a better way to form different strategies that will be more effective for each specific group. Social marketers need to communicate with the people of their target audience to find out their wants and needs so that they can discover what would best create a change in their behavior.
Chapter 3
The social marketing mix consists of product, price, place, promotion, publics, partnership, policy, and purse strings. The first four, or the “four Ps” of marketing, are modified to relate to social marketing concepts. All these steps need to be followed in order to achieve a social marketing campaign. Many times, too much weight is set on the promotion aspect which builds a communications campaign, but is not social marketing.
Chapter 4
The social marketing process requires each strategy to occur at the proper time, and is not limited to adjustment and revisiting past stages when new information is discovered. The six stages in social marketing are analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback. After the evaluation stage where all feedback is received, a revision may be made in order to better the strategy, and the process will start over.
How can positive and negative results be measured after carrying out a social market campaign?
Chapter One
ReplyDelete1) Social Marketing is the use of marketing strategies and techniques to influence a target audience to adopt or give up a certain behavior, ultimately benefitting society as a whole.
2) “Whether it’s motivating kids to get active to prevent obesity, making recycling an automatic behavior, or tackling a massive issue such as poverty…” (pg 3)
“The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.” (pg 4)
Chapter 2
1) Developing a social marketing campaign is not as simple as making posters or handing out stickers, one needs to define their behavior change, research and target an appropriate audience and developing a strategy.
2) “The social marketing method of segmentation advocates dividing your audience into different subgroups and developing strategies specifically for one or more of these groups.” (pg 8)
“A strategic social marketing approach is based on research and includes thinking through elements like what the product is and its most salient benefits to the target audience, price constraints and how to reduce perceived costs, how to make the product available at all times and places the audience will be most receptive, which promotional tools should carry the messages, and more.” (pg 9)
Chapter Three
1) When creating a social marketing campaign, one must take into consideration the “8 P’s” in order to have a successful and effective campaign. Four of which are traditional to marketing and four are specific to social marketing.
2) “To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called the “marketing mix.” In the planning process, research with the target audience assists in making programmatic decisions about the following: Product, Price, Place and Promotion.” (pg 13)
“Social marketing also adds some Ps of its own: Publics, Partnership, Policy and Purse Strings.” (pg 13)
“Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of a successful program.” (pg 13)
Chapter Four
1) The process of creating a social marketing plan involves six stages of development and research, which, if followed, can lead to higher rates of success.
2) “In practice, social marketing is not necessarily a clear series of linear steps but rather a process of feedback and adjustment that might require revisiting past stages to make changes based on new information.” (pg 23)
“The social marketing process consists of six general stages, each of which involves several different types of activities: Analysis, Strategy Development, Program and Communication Design, Pretesting, Implementation, and Evaluation and Feedback.” (pg 23)
Question:
Is the idea of marketing ethics a new concern or has this been an on-going argument between parties for awhile? Are there any examples of organizations that monitor the ethics of marketing?
Chapter one
ReplyDelete1. Social marketing is a way to persuade an individual or society to change their behavior.
2. “Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services.” Social marketing focuses on its consumers, market research, and a systematic process for developing a marketing program.
Chapter two
1. In order to be most effective, social marketing requires targeting the right audience.
2. “Like an extra large T-shirt, a one-size-fits-all strategy doesn’t fit most people particularly well.” “Research forms the cornerstone of social marketing and makes program development a bottom-up process with guidance coming from the target audience . . .”
Chapter three
1. When developing social marketing it is important to consider four strategic elements; public, partnership, policy, and purse strings.
2. Teaming up with other groups in the community will benefit access to members of the target audience. “Social marketing programs can do well in motivating individual behavior change, but that is difficult to sustain unless the environment surrounding the target audience supports that change for the long run.”
Chapter four
1. The social marketing process consists of six general stages: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation.
2. Analysis uses research to understand each factor that plays a role in the issue. “Preparation is essential for success and implementation must be monitored to ensure that every element proceeds as planned.”
Question: How is the success of a social marketing mix measured/evaluated?
ReplyDeleteChapter 1
Social marketing is a process that uses traditional commercial marketing techniques to promote positive behavior change to a target audience.
Examples:
1. Social marketing works to benefit society, not to produce revenue for the organization. Unlike companies like Coca Cola or Apple that use marketing techniques to encourage consumers to purchase their products, social marketing encourages audiences to adopt behaviors to improve their health and wellbeing.
2. Social marketing has both strengths and limitations. While social marketing when executed properly can create substantial change, it is important to understand what issues do not apply. Social and health issues that are complex and dependant on a number of factors, like genetic mutations or addictive disorders, may not be easily resolved by a social marketing plan. Assessing your cause and the feasibility of your goals is the first step into social marketing.
Chapter 2
Social marketing is a systematic process that must first begin with researching and defining your target audience and identifying the behavior they should adopt.
Examples:
1. In order to create a successful campaign you have to talk to your audience. The American Legacy Foundation researched reasons why teens pick up smoking. By understanding the rebellious aspect of the habit the foundation harnessed that attitude and targeted the cigarette companies. By understanding their audience, teenagers, they successfully lowered the amount of teen smokers.
2. Researching your audience is crucial. Once you’ve determined the audience and identified the behavior you want to promote you have to consider the best way to reach them. By researching not only what the audience wants but their daily routines and lifestyles you are better able to produce a campaign they will see and respond to.
Chapter 3
A successful social marketing program not only considers the traditional aspects of marketing, like product and price, but also has unique attributes to regard such as partnerships and publics.
Examples:
1. Social marketing utilizes the traditional P’s also used by commercial marketers. Price is a large factor in the promotion of behavior change for health and wellbeing. Social marketers must consider what the audience must give up to perform the new behavior. In a health campaign this could be giving up old habits or taking time out of a busy day to exercise.
2. Social marketing also has a “marketing mix” of its own. One aspect is called publics. Social marketers must not only take into account their external audiences but also the internal members of the program. In order for a social marketing strategy to be successful the staff involved must be interested and supportive of the cause.
Chapter 4
Social marketing is a comprehensive strategy development that can be broken down into a six-step process.
Examples:
1. Analysis is the first step of the procedure. Social marketers must research the issue they which to change, the audience they wish to effect and the behavior they wish to promote. Research also provides information for further steps in the process in executing messages and developing promotional strategies. A social marketing campaign cannot be successful with out thorough analysis.
2. Evaluation is the last step of the procedure, but is truly a constant feature of the entire process. By researching and evaluating the campaign after it’s implementation social marketers can see what works and what doesn’t with their strategy. Feedback is also a part of this stage where audiences can provide information on the effects of the campaign as well.
Question: Are there any groups that govern the ethics of marketing? (Kind of like a police group monitoring marketing departments across the country?)
Chapter 1
ReplyDeleteSocial marketing is a form of marketing that is best used to help promote, and bring forth a positive message upon society.
“As organizations and government agencies search for solutions to bring about positive change on many of the most intractable problems in society, they are increasingly turning into the field of social marketing for answers. Whether its motivating kids to get active to prevent obesity, making recycling an automatic behavior, or tackling a massive issue such as poverty, professionals and policy makers are finding that social marketing offers an approach that brings together the most effective thinking from many different fields in a systematic process.” (3)
“Since the early 1970’s, social marketing as an effective way of persuading people to voluntarily adopt healthy and prosocial behaviors for issues that may require more then just laying out the facts. Simply put, social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well being of the target audience or of society as a whole.” (4)
Chapter 2
When using social marketing, research is a key component of understanding you’re audience and developing a product that will fit and work with the consumers daily life.
“The most effective programs are like an iceberg-only a small part of the strategy is visible, with the bulk of the hard work that went into it only clear once you dive deeper into the campaign development. A strategic social marketing approach is based on research and includes thinking through elements like what the product is and its most salient benefits to the target audience…”(9)
“The objectives of your program will guide you in identifying the appropriate audience, and research will help you tailor your approach to that audience. The social marketing method of segmentation advocates dividing your audience into subgroups and develop strategies specifically for one or more of these groups.”(8)
Chapter 3
In social marketing it is important to consider and research: product, price, place promotion, publics, partnership, policy and purse strings.
“Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of a successful program. A common misstep is to focus only on the promotion piece, ignoring the rest of the P’s, thereby creating a communications-and not a social marketing-campaign.”(13)
“To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called the ‘marketing mix’. They have been adapted to fit social marketing practice and are used somewhat differently from how they are used in commercial marketing.”(13)
Chapter 4
The social marketing process can be organized into six general stages and must be used in a positive ethical manner.
“The process involves research at every stage, with constant reevaluation to assess whether the program is on track. In practice, social marketing is not necessarily a clear series of linear steps but rather a process of feedback and adjustment that might require revisiting past stages to make changes based on new information.”(23)
“Beyond its good intentions, its purveyors have a societal duty to carry out their mission in an ethical manner. This means looking at each aspect of your program as you plan and implement it to consider whether it has the potential to do harm in any way.”(25)
Question:
How do we determine what is ethical and what is not in the field of social marketing?
Chapter 1
ReplyDelete1. Utilization of standard marketing efforts to benefit society in a greater way. Social Marketing doesn't focus on financial gain but instead "social gain."
2. “The key characteristic that distinguished social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketers organization.” (pg 4)
“Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services.” (pg 5)
Chapter 2
1. Social marketing involves many different steps, including defining behavioral change, targeting and researching the appropriate audience and building a strategy.
2. “Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior.” (pg 9)
“A strategic social marketing approach is based on research and includes thinking through elements like what the product is and its most salient benefits to the target audience, price considerations and how to reduce perceived costs, how to make the product available at the times and places the audience will be most receptive, which promotional tools should carry the messages, and more.” (pg 9)
Chapter 3
1. A successful Social marketing campaign includes the 8 P’s.
2.“To develop a comprehensive strategy, social marketing borrows an idea from tradition marketing practice called the “marketing mix.” In the planning process, research with the target audience assists in marking programmatic decisions about Product, Price, Place and Promotion.” (pg 13)
“The first step in defining your product is to be very clear about the behavior you are seeking to encourage; it should be something that can actually be observed. (pg 14)
Chapter 4
1.The process of creating a Social Marketing Plan includes the six general stages involving different types of activities.
2.“Social Marketing can be used to either good or ill effect. Beyond just goo intentions, its purveyors have a societal duty to carry out their mission in an ethical manner.” (pg 24)
“Thinking a program through to its next logical step might help to avoid problems arising as an unintended consequence of your efforts. This will preclude situations as the woman who has just learned of a potential tumor through a social marketing based mammography screening program but does not receive a referral for addition testing.” (pg 25)
Question: Who governs the ethics of Social Marketing?
CHAPTER 1
ReplyDelete1. Social marketing is not successful if the consumer does not incorporate the influence into their daily lifestyle afterwards.
2. For example, on the issue of smoking: they do not want you to not smoke cigarettes for a day and then continue to smoke them after the day is done. Social marketing wants consumers to stop cigarette smoking for good. The social marketing is not effective if the person still smokes, and is still deteriorating their health.
CHAPTER 2
1. To make a social marketing plan successful, especially in the health field where there is a portion of doctors who are smoking or over weight. The social marketing plan has to be reachable for consumers.
2. Instead of enforcing to just completely let go of smoking cigarettes, make the goal attainable. Say “cut down a cigarette every three or four days” or “use the patch to gradually reduce cigarette smoking”. To quit cigarette smoking is a very hard concept to grasp for people who are really addicted to nicotine, so to just say “STOP SMOKING NOW” is totally out of reach of reach for them, and therefore they might not try to quit smoking.
CHAPTER 3
1. The best way for people to be engaged in a social marketing campaign or advertisement is to state the benefits loud and clear, and in the beginning of the campaign. Saying something sold bold and positive in the beginning of the campaign captures the consumer’s attention, and engages them.
2. To engage people in a non-smoking campaign, start off with stating something about living a longer life. This engages the audience on what they can do to live longer and healthier lives.
CHAPTER 4
1. The most important aspect of making a social marketing campaign successful for the consumer is making the resources available for the consumer. Without the right amount of resources, or even the right resources, the consumer can completely give up on the purpose of the campaign.
2. The example in the book with non-smoking (on pg. 25) is a very good example of what can happen if there are enough resources. Instead of offering just a class, offer other things like coupons for nicotine patches.
Chapter 1:
ReplyDelete1) Social Marketing is the process of using creative techniques to promote a new idea, behavior or concept that will some how benefit the target audience. This process stays away from simply stating the facts.
2) “Simply put, social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience or of society as a whole.” (page 4)
“Social marketing is at its best when used to effect and sustain healthful beneficial behavior change, increase program use, or build customer satisfaction with existing service.” (page 5)
Chapter 2:
1) The social marketing approach has the end goal of creating some type of behavior change in an individual. By having a strategic approach consisting of a specified target audience, adequate amounts of research and clear communication, social marketers are able to create this behavioral change.
2) Identifying the target audience is extremely important in how the marketing is presented. Communication to various audiences is different and must be acknowledged. “Groups require different types of communication and strategizes for the social marketing program to work.” (page 8)
“Changing awareness, attitudes and beliefs area all important steps on the path towards behavior change, but true success does not occur until someone takes action.” (page 7)
Chapter 3:
1) When developing a social marketing program it is important to think about the eight P’s.
2) Product, price, place, promotion, publics, partnership, policy, purse strings. Product, price, place and promotion fall under the traditional marketing mix and publics, partnership, policy, purse strings are considered social marketing P’s.
Publics- both the external and internal groups involved in the program.
Partnership-teaming up with other groups in the community to work together so that both can benefit.
Policy- motivating individual behavioral change
Purse Strings- where you will get the money to fund your product.
Chapter 4
1) Social marketing provides a timeline of various activities including analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. If these activities are preformed at the proper time, success is very promising.
2) “To create an effective social marketing program, you must understand the problem you are addressing.” (page 23)
“Looking at each aspect of your program as you plan and implement it to consider whether it has the potential to do harm in any way.” (page 25)
Question:
Chapter one discusses how social media marketing is “taking over” social marketing. Social media is described as having such a negative impact on social marketing. Why do these two have such a weak relationship?
Chapter 1
ReplyDelete1) Social marketing is the way the marketing goes about trying to voluntarily change the way that people behave, when just giving the facts is not enough to make them change
2) “Simply put, social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience or of society as a whole.” (page 4)
“The key characteristic that distinguished social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketers organization.” (pg 4)
Chapter 2
1) Social marketing is not just business as usual, you have to be able to make sure that you know who you’re audience are, so that they will benefit from what you are doing, you are going to have to research
2) “ you have to find the appreciate audience to do research to help tailor your approach and develop strategies for the group”
“ A successful social marketing campaign focuses on the consumer”
Chapter 3
1) In social marketing you not only have the 4 P’s like in promotional marketing but add a 4 more and that is what you are going to have to work with
2) The 8 P’s of social marketing are product, price , place, promotion, publics, partnership, policy and purse strings. The last 4 are the ones that are added to social marketing. However people are only going to change if they are changing something that can be observed, other wise how will people know if they are improving or not
Chapter 4
1) The social marketing process has six stages: analysis, strategy development, program and communication design, pretesting, implementation and evaluation and feedback
2) When addressing a behaviour that you want to change you had to know exactly the causes of it, only by know the exact course will you be able to change the behaviour
“In practice, social marketing is not necessarily a clear series of linear steps but rather a process of feedback and adjustment that might require revisiting past stages to make changes based on new information.”(pg 23)
Question: when doing social Marketing, are people ever really sure that the product that they have made is going to effect people behaviour in the way that we really want it to?
Chapter One
ReplyDeleteMain Argument: Social Marketing, which incorporates aspects of commercial marketing, is a creative strategy to help influence a positive change in various actions.
1. “The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.” It is important to know who it is you are reaching out to in social marketing. The more research, the better the plan.
2. “Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services.” Again, research is important. This also includes researching in depth about the different programs and services that you want to change for the better, in order to develop the best way to reach your goal.
Chapter Two
Main Argument: In order for social marketing to be successfully effective, the right audience must be correctly targeted and a strong strategy to achieve this goal must be created.
1. “Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior.” Building personal relationships is important to understand who you are reaching out too.
2. “…the most effective programs are like an iceberg—only a small art of the strategy is visible, with the bulk of the hard work that went into it only clear once you dive deeper into the campaign development.” This pretty much speaks for itself—a strong campaign should always be strongly developed with a lot of extra work behind it in order for it to really work.
Chapter Three
Main Argument: For a solid strategy, social marketing uses “marketing mix” from an ordinary marketing plan which includes things such as product, price, place, promotion while also using publics, partnership, policy, and purse strings, which are not part of the “marketing mix.”
1. “As you design a social marketing program, you will need to think through various strategic factors to create an approach that is most likely to appeal to your audience and meet its needs.” An audience is made up of many people, meaning many different needs. It is important to really understand who you are talking too, as I mentioned before, but also to understand who your audience may talk too to really reach out to many people who may be effected in various ways.
2. “Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of a successful program.” Success comes from a lot of hard work over time. This is relevant to the 8-P’s program that social marketing uses.
Chapter Four
Main Argument: Social marketing is a broad process that combines new ideas with past experiences and the consequences of both trying these new ideas and those of the past experiences to make change.
1. “The social marketing process consists of six general stages, each of which involves several different types of activities: analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback.” Ideas for social marketing are important, as is research on how to put these ideas to life. Feedback is important in this process as well so that development can only get better.
2. “…the evaluation and feedback phase assesses the effects of the program as a whole as well as the individual elements of the strategy.” Strategy and feedback go hand in hand.
Question: How do we figure out what is appropriate for social marketing? What is the best way to go about this?
Chapter 1.
ReplyDeleteA. Social Marketing is an effective and systematic approach of marketing in order to persuade individuals to change behavior, in order to benefit the well being of individuals and society as a whole.
B. Social Marketing is based on research and uses the same methods as commercial marketing in hopes to change consumer’s behavior rather than benefit the marketer’s organization. Social Marketing is not to be confused with Social “Media” Marketing.
Chapter 2.
A. A social marketing campaign is developed through research of the target audience to create a systematic and strategic based program that meets the audience’s wants needs in order to produce to the greatest effect of change.
B. A social marketing campaign measures its success based on actual behavior change of the Target Audience. The objectives of the program help to identify who the target audience is, while subgroups of the audience require specific strategies. Effective Programs are based on research of the target audience.
Chapter 3.
A. A Social Marketing strategy comprises a set of strategic elements, “P’s”, in order to create a complete campaign.
B. These strategic elements include;
(Price, Product, Place, Promotion, Publics, Partnership, Policy, and Purse Strings.)
Social Marketing requires affecting complex and emotional based decisions in order to convince consumer’s to adopt a behavior change or “product”. The product must be positioned to show its key benefits relative to the competition.
Chapter 4.
A. A Social Marketing program is developed through six logical stages in order to avid any problems that may arise and potentially hinder the target audience.
B. The stages which comprise the social marketing program are; Analysis, Strategy Development, Program and Communication Design, Pretesting, Implementation, Evaluation and Feedback. Each phase requires constant research and assessment in order to evaluate whether the program is on track It is important to consider the ethical manner in which you are convincing consumer’s to changer, or the potential harm the behavior change may have on consumers.
Question: Many companies today combine elements of social marketing within their commercial marketing (such as Yoplait- “Save lids to Save lives, as well as Patagonia-“1%”) is it ethical for companies to improve their image, and total revenue, through social marketing?
This comment has been removed by the author.
ReplyDeleteChapter 1: Social Marketing is a tool utilized by countless organizations and government agencies that help to draw attention and bring about positive social change to societal problems.
ReplyDelete- Social marketing is used to campaign against childhood obesity by encouraging activity among youth.
- Education or enacting policies isn’t always enough. People can’t be expected to always make the right choices when given the information they need. Putting negative legal repercussions on EVERY societal issue takes away our liberties. This is where social marketing is key as it advocates for or against behaviors and effectively persuades people to adopt healthier lifestyles/make better choices.
Chapter 2: Simply getting out all the information an organization perceives is sufficient for their audience to make changes is not enough. Successful social marketing is heavily dependent on a deep understanding of the target audience and focuses on a bottom-up approach.
- Actual behavioral change is the determining factor of success regardless of the amount of information portrayed and retained.
- Even after segmenting an audience, one has to consider the many different types of people in each group as well as their needs, wants, and how different strategies might work for one or many of these groups.
- It is important to understand the audience and what their needs and wants are in order to determine what approach to take rather than focusing solely on what the organization is trying to sell/the message they are trying to convey.
Chapter 3: In depth analysis of certain strategic factors such as product, price, place, promotion, publics, partnerships, policies, and purse strings all contribute towards creating an appealing social marketing campaign that will meet the needs of the audience in question.
- Specifically defining the behaviors you wish to elicit makes the campaign “product” clear and helps to set achievable goals.
- The way that the product is positioned is crucial to campaign success. The audience needs to be convinced that making a behavioral change is not only necessary but also beneficial and that they will “get something out of it.” The audience needs to feel like it is worth their while.
- Both internal and external audiences (publics) can have an impact on the success of a social marketing campaign. When creating a strategy, you should consider those who can influence the decisions of the target audience as well as outside factors such as keeping all those involved in the campaign informed.
Chapter 4: Social marketing relies on six general stages that are heavily focused on a process of feedback and response.
- Analysis uses in depth research to help understand the “problem you are addressing, the audiences you are targeting, and the environment in which the program will operate” and serves as a predecessor for the entirety of the campaign.
- The evaluation stage takes place throughout each stage and encourages feedback that is the basis for constant adjustments and improvements to the campaign.
Question: Is there a real standard for what is and isn’t “ethical” in social marketing? (Promoting immunization, for example, can be viewed by some audiences, specifically certain religious people, as unethical. Some audiences consider family planning services taboo and even offensive). Where do you draw that line?
Chapter 1:
ReplyDelete1)Social marketing is used to encourage positive behavior changes that help an individual, a specific target audience, or a society.
2)“Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services” (page 5). While social marketing uses marketing strategies similar to those used for commercial marketing, such as the use of media and community institutions, their goals differ (page 4-5).
Chapter 2:
1)In order to develop a successful social marketing campaign or program, one must research their target audience in depth and then create a social marketing strategy that is based on their research results.
2)“An effective social marketing program focuses on the consumer; all of its elements are based on the wants and needs of its target audience rather than on what the organization happens to be selling” (page 11). Research is the foundation of social marketing, which makes “…program development a bottom up process with guidance coming from the target audience…” (page 9).
Chapter 3:
1)When developing a social marketing program or strategy make sure to include and incorporate the eight P’s into your research and planning.
2)The four P’s that are a part of the marketing mix are product, price, place, promotion and the four additional P’s that are used specifically for social marketing are publics, partnership, policy, and purse strings (page 13). “Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of a successful program” (page 13).
Chapter 4:
1)The social marketing process is made up of six the stages that must be used in order to fully understand ways in which to improve an issue and understand research results etc, as well as to make sure that a program will truly benefit a target audience, rather than causing harm in the long run.
2)“Thinking a program through to its next logical step might help to avoid problems arising as an unintended consequence of your efforts” (page 25). If a program is consists of false promises due to factors and aspects that were left unaccounted for, the target audience will be left worse off than before the program existed.
Question:
The textbook emphasizes talking to your target audience, asking them what they want and need, and listening to them. However, is it possible for this to back fire? What if a campaign or program decides not to listen to certain individuals and they feel as if their opinions were ignored. Is there a specific way to ask them, such as through the use of focus groups?
Chapter 1
ReplyDeleteI) Social marketing is a tool used to promote lifestyle improvements that the target audience will incorporate into their daily lives.
II) "...social marketing has emerged as an effective way of persuading people to voluntarily adopt healthy and prosocial behaviors for issues that may require more than just laying out the facts. Simply put, social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience..." (p4)
"Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services." (p6)
Chapter 2
I) A social marketing campaign finds true success in the mobilization of its target audience, doing so by tailoring the message to meet the needs of the people.
II) "Changing awareness, attitudes, and beliefs are all important steps on the path toward behavior change, but true success does not occur until someone takes action." (p7)
"Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior. Research forms the cornerstone of social marketing and makes program development a bottom-up process with guidance coming from the target audience rather than the usual top-down approach." (p9)
Chapter 3
I) Social marketing requires a mix of strategic elements all complimenting each other in order to be successful.
II) "A common misstep is to focus only on the promotion piece, ignoring the rest of the Ps, thereby creating a communications--and not a social marketing--campaign." (p13)
"To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called the 'marketing mix.' In the planning process, research with the target audience assists in making programmatic decisions about the following: product, price, place, promotion, publics, partnership, policy, purse strings." (p13)
Chapter 4
I) Social marketing is one, segmented entity made up of six sub-parts (stages) that, when followed, allow for an organized and complete campaign.
II) "The process involves research at every stage, with constant reevaluation to assess whether the program is on track." (p23)
"The social marketing process consists of six general stages, each of which involves several different types of activities: analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback." (p23)
Question: Social marketing seems to be focused on mobilizing people in lower income areas. What types of campaigns would work in more affluent counties?
Chapter 1:
ReplyDeleteSocial marketing is used to promote behavior change, by using marketing strategies and techniques, that will improve the health or well-being of a target audience or society as a whole.
“Social marketing has emerged as an effective way of persuading people to voluntarily adopt healthy and prosocial behaviors for issues that may require more than just laying out the facts.” (p 4)
“Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services.” (p 5)
Chapter 2:
For a successful social marketing program, you must have a clear behavior that you want your target audience to adopt. Research is necessary in order to promote effective strategies in reaching your target audience.
“The objectives of your program will guide you in identifying the appropriate audience, and research will help you tailor your approach to that audience.” (p 8)
“Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior.” (p 9)
Chapter 3:
In designing a social marketing program, you will need to consider: the “four P’s of marketing” including product, price, place, promotion as well as factors such as publics, partnership, policy, and purse strings in order to create an approach that will meet the needs of your target audience.
“To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called the “marketing mix.” ...They have been adapted to fit social marketing practice...social marketing adds some P’s of its own... (p 13)
“Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of a successful program. A common misstep is to focus only on the promotion piece, ignoring the rest of the P’s, thereby creating a communications - and not a social marketing - campaign.” (p 13)
Chapter 4:
The social marketing process can be managed in six stages: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback.
“Social marketing provides a straightforward framework for program development that, if followed, ensures that each critical piece occurs at the proper time. The process involves research at every stage, with constant reevaluation to assess whether the program is on track.” (p 23)
“Thinking a program through to its next logical step might help to avoid problems arising as an unintended consequence of your efforts. An example is the man who responds to a smoking cessation promotion, only to find that all of the classes are booked for the next 4 months and therefore loses the motivation brought about by the social marketing campaign.” (p 25)
Question:
Who determines if a program is implemented within an ethical manner? Does the determination change based on the individual situation?
Chapter one of Hands On Social Marketing, by Nedra Kline Weinreich argues that social marketing principles are most effective when used to systematically improve or sustain a community’s healthy behavior. Weinreich writes, “social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience or of society as a whole” (pg. 4). “Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior” (pg. 5).
ReplyDeleteChapter two focuses on the idea that in order to go about creating an effective campaign, it is essential to segment and research the target audience. “To be most effective, specify the audience for your program as precisely as possible” (pg. 7). Once the audience has been divided, researching the people in this group will highlight what their wants and needs are. “Research forms the cornerstone of social marketing and makes program development a bottom-up process with guidance coming from the target audience” (pg. 9).
The third chapter claims that the eight “P’s” of the social marketing mix should guide the research of a campaign strategy. The four “P’s” of marketing are: Produce, Price, Place and Promotion. Social marketing, however, adds four more “P’s” to the mix: Publics, Partnership, Policy, and Purse strings. Each of the “P’s” involves audience research to understand how to best reach the target in regards to each of the sections.
The final chapter in Section I of Hands On Social Marketing states that the six step social marketing process breaks down the daunting task of creating an effective and ethical campaign, and makes it manageable and organized. The six steps of the social marketing process are: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. It is important to look at each aspect of your program as you plan and implement it to make sure that it is ethical and can be used to effect beneficial change.
Question: Based on Weinreich’s claim that social marketing aims to improve the well-being of society as a whole, how is this accomplished when it is most effective to segment the audience?
Chapter 1
ReplyDelete1. Social marketing’s main goals are to create behavioral change though the adoption of a product, service or lifestyle change that benefits the individual and society.
a. When at it’s most effective, social marketing looks to increase program use, beneficial behavioral change and customer satisfaction. To be this effective, programs must allocated resources (monetary, man power, etc.) appropriately for desired results.
Chapter 2
2. A social marketing program’s focus will rely on a clear message regarding the specific behavior that should be adopted by different sub groups in a target audience and will be brought to their attention by tailoring approaches to each group.
a. Tailored approaches could be intended to sub groups such as the program’s clients, policy makers, media professionals, employees and many others. Creating the approaches should focus on what people need from the services or programs rather than programmers wants.
Chapter 3
3. A strategic approach to the social “marketing mix” incorporates traditional practices like product, price, place and promotion but also introduces social marketing practices such as publics, partnerships, policy and purse strings.
a. The traditional four p’s help aid in the planning process where the target audience is identified through extensive research. The latter four p’s incorporate social marketing alongside traditional marketing principles to create a more successful campaign or program.
Chapter 4
4. There are six stages that comprise the social marketing process, which are subject to changes at any point and may be at times out of sequence.
a. After conducting research in the analysis phase, programmers can lay a solid foundation to build up a program. In step four, pretesting, programmers will test messages to find the most effective approaches. This phase is where the process is nonlinear, it may be necessary to revisit other stages in pretesting
How do programs evaluate success and process feedback? How is that further implemented to improve the social marketing process?
Chapter 1:
ReplyDeleteSocial marketing is a kind of marketing that has the goal want to help more people, and didn't care about the benfits.
eg. HIV/AIDS, Nutrition, Smoking, etc.
Chapter 2:
The social marketing program plan is successful, especially in the health field. That had some good experience.
Chapter 3:
The best way about the social program is about the advertisments (easy to state benifits loud and clear).
Chapter 4:
There are 6 general stages involving different types of activities of the process social marketing.
Q: I don't understand very well about how to using this stages.
Chapter One:
ReplyDeleteSocial Marketing, which differs from commercial marketing, is an effective way to creatively persuade a target audience (or society as a whole) to adopt a specific behavior for the well being of the specific group.
a.“Social marketing has emerged as an effective way of persuading people to voluntarily adopt healthy and prosocial behaviors for issues that may require more than just laying out the facts.” (page 4)
b.“The key characteristic that distinguishes social marketing from commercial marketing is its purpose: that is, the benefits accrue to the individual or society rather than to the marketer’s organization.” (page 4)
Chapter Two:
Because social marketers measure their success based on behavior change, it is crucial to spend time researching WHO you want to address and WHAT you want them to do.
a. “When you create a social marketing program, you will need to be very clear about what behavior change you want people to adopt.” (page 7)
b. “Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior.” (page 9)
Chapter Three:
When creating a successful social marketing campaign, considering the conventional “four P’s” of the marketing mix (product, price, place, and promotion) as well as incorporating the P’s of social marketing (publics, partnership, policy, and purse strings) will attract your target audience and encourage them to believe in your campaign.
a.“To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called the ‘marketing mix’…..social marketing adds some P’s of its own.” (page 13)
b.“Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of a successful program. A common misstep is to focus only on the promotion piece, ignoring the rest of the P’s, thereby creating a communications-and not a social marketing-campaign.” (page 13).
Chapter Four:
The social marketing process is made up of six stages: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation, and is used to create and analyze a successful social marketing campaign while also keeping ethics in mind.
a.“Social marketing provides a straightforward framework for program development that, if followed, ensures that each critical piece occurs at the proper time. The process involves research at every stage, with constant reevaluation to assess whether the program is on track.” (page 23)
b.“Social marketing can be used to either good or ill effect. Beyond just good intentions, its purveyors have a societal duty to carry out their mission in an ethical manner.” (page 25)
Question: Is there a “line” that a social marketer cannot cross? Who judges whether a campaign is or isn’t ethical?
Chapter 1:
ReplyDeleteSocial marketing is similar, but not quite the same as, commercial marketing. “The key characteristics that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.” “Simply put, social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience or of society as a whole.”
Chapter 2:
Social marketing is based on what the consumer wants, not what the organization thinks it needs. “An effective social marketing program focuses on the consumer; all of its elements are based on the wants and needs of its target audience rather than on what the organizations happens to be selling.” “Likewise, the essence of social marketing (one-footed or otherwise) is that you must target and research your audience to create a strategic, consumer-centered program.”
Chapter 3:
Social marketing adds elements of its own to the traditional marketing mix. “Social marketing also adds some Ps of its own: publics, partnership, policy, [and] purse strings.” “A common misstep is to focus only on the promotion piece, ignoring the rest of the Ps, thereby creating a communications-and not a social marketing-campaign.”
Chapter 4:
Social marketing is not a linear process. “Social marketing is not necessarily a clear series of linear steps but rather a process of feedback and adjustment that might require revisiting past stages to make changes based on new information.” “Evaluation occurs throughout the process of program development, not just at the end, and feedback is used at each stage to improve the program.”
What is and what isn’t ethical isn’t always cut and dry, are there any gray areas that most social marketers would agree is unethical?
Chapter 1
ReplyDelete1) Thesis: Social marketing is a way for organizations to endorse a service or action that will benefit society.
2) Evidence
a. “Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services” (pg5)
b. “The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than the marketer’s organization” (pg4)
Chapter 2
1) Thesis: In order to have a successful campaign, social marketing must incorporate different creative strategies to reach the various target audiences involved.
2) Evidence
a. “For example, a program to prevent sexually transmitted diseases among teenagers might take different approaches for males and females, for younger and older adolescents, for those who do not believe they are at risk and those who do but need help convincing their partners to use condoms, or for those who get regular Pap smears and those who do not” (pg8)
b. “A strategic social marketing approach is based on research and includes thinking through elements like what the product is and its most salient benefits to the target audience, price considerations and how to reduce perceived costs, how to make the product available at the times and places the audience will be most receptive, which promotional tools should carry the massages, and more” (pg9)
Chapter 3
1) Thesis: A social marketing campaign needs to be thoroughly planned using the “marketing mix” as well as addition elements including publics, partnership, policy, and purse strings.
2) Evidence
a. “To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called the “marketing mix.” In the planning process, research with the target audience assists in making programmatic decisions about the following: Product, Price, Place and Promotion” (pg13)
b. “Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of a successful program. A common misstep is to focus only on the promotion piece, ignoring the rest of the P’s, thereby creating a communications-and not a social marketing-campaign” (pg13)
Chapter 4
1) Thesis: The process of social marketing must be an ethical one, and includes a six-step process- analysis, strategy development, program and communication design, pretesting, implementation, and evaluation.
2) Evidence
a. “Beyond its good intentions, its purveyors have a societal duty to carry out their mission in an ethical manner. This means looking at each aspect of your program as you plan and implement it to consider whether it has the potential to do harm in any way” (pg25)
b. “The social marketing process consists of six general stages, each of which involves several different types of activities: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback” (pg23)
Question: When creating a target market it was suggested to make segmented markets to try and reach different groups of people. Putting people into categories could take forever and be never-ending, is there a suggested process to create a specified target market plan?
CHAPTER 1:
ReplyDeleteSocial marketing is a very complex way of marketing that brings all aspects of disciplines and people together to form creative informative messages for the public.
Defining Social Marketing – it’s the cross-pollination of disciplines with marketing, including anthropology, social psychology, design, public health, behavioral economics, and persuasive technology, keeps the field dynamic.
Who uses Social Marketing? – From Corporations to Universities, from Local Health departments to National Organizations, social marketing is in their education and prevention efforts.
CHAPTER 2:
Social marketing is about connecting the emotional and rational parts of the brain for people so they change their behavior in favor of your message.
Developing a Social Marketing Mind-set –The essence of social marketing is that you must target and research you audience to create a strategic, customer-centered program.
Focus on Behavior Change – …the bottom line for social marketing is behavior change.
CHAPTER 3:
Social marketing is about taking strategic elements from many areas of marketing and using them to bring the public in.
Laddering – By taking various attributes and linking them to benefits, it further yields the information and makes it worth it to your target audience.
Marketing Mix – Product, Price, Place, Promotion aligned with Publics, Partnership, Policy and Purse strings creates a successful social marketing-campaign.
CHAPTER 4:
The Social marketing process is an ever changing process that needs evaluating and reassessing throughout and should be used to create a positive change through information that ethical.
Stages in the social marketing process – 6 stages that create the process of development: Analysis, Strategy development, Program and communication design, Pretesting, Implementation, and Evaluation and feedback. To ensure it’s working adjustments are needed along the way.
Ethical Considerations – By giving a woman a lump sum of money to become sterile is not a way to have positive behavioral change for fertility rate decrease.
?Question?
When using/creating a social marketing campaign how would choose to target one social group over another?
Chapter 1:
ReplyDeleteThesis: The ultimate goal of social marketing is to persuade the public to adopt healthy and pro-social behaviors by: promoting the product/idea, focusing on consumers’ needs/desires, relying on market research, and using a specific process to develop a marketing plan.
Supporting Documentation: “Simply put, social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the heath or well being of the target audience of society as a whole. These are the same methods that a company such as Coca-Cola uses to sell its soft drinks- a focus on its consumers, market research, and a systematic process for developing a marketing program (4).”
Chapter 2:
Thesis: In order to be a successful marketer, one must do their research and locate an appropriate target audience/niche, and then create a strategy plan best suited to capture the attention of consumers (aka the target audience).
Supporting Documentation: “The first lesson of any kind of marketing is that there is no such thing as targeting the general public….To be most effective, specify the audience for your program as precisely as possible. Think about the different groups you want to involve is your social marketing program (7-8).”
“But the most effective programs are like an iceberg-only a small part of the strategy is visible, with the bulk of the hard work that went into it only clear once you dive deeper into the campaign development (9).”
Chapter 3:
Thesis: During the planning process for marketing (aka the ‘marketing mix’), one should focus on the 4 P’s: Price, Product, Place, and Promotion, whereas during the planning process for social marketing, one should focus on a different set of P’s: Publics, Partnership, Policy, and Purse Strings.
Supporting Documentation: “To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called the ‘marketing mix.’ In the planning process, research with the target audience assists in making programmatic decisions about the following: Product, Price, Place, and Promotion...Social marketing also adds some Ps of its own: Publics, Partnership, Policy, and Purse Strings (13).”
Chapter 4:
Thesis: The 6 Stages of the Social Marketing Process are Analysis, Strategy Development, Program and Communication Design, Pretesting, Implementation, Evaluation and Feedback, and Ethical Considerations in Social Marketing Process.
Supporting Documentation: “Social marketing provides a straightforward framework for program development that, if followed, ensures that each critical piece occurs at the proper time...The social marketing process consists of six general stages, each of which involves several different types of activities: Analysis, Strategy Development, Program and Communication Design, Pretesting, Implementation, Evaluation and Feedback (23).”
Question: What is the best recovery method if the public does not show interest in the social marketing campaign developed?
CH1
ReplyDeleteSocial marketing is not just your average marketing technique, but rather one that is used to promote things in order to better our society.
“Simply put, social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience or society as a whole.” (pg 4)
Through social marketing, consumers are being made aware of the importance of certain behaviors in order to improve and make for a better life style.
CH2
In order for a social marketing campaign to be effective, one must be sure to do their research and be able to define who exactly their target audience is.
The audience is a critical point when creating a social marketing campaign, because you cannot assume that the way something is tailored for one person will work out just the same for another. Therefore, it is important to understand whom your audience is and that it may be necessary to present your information in different ways in order to actually reach each individual member of the audience.
CH3
In order to create a successful social marketing program, one must be sure to always take into consideration the “8 P’s”.
Product, price, place, promotion, publics, partnership, policy, and purse strings are the “8 P’s”.
“Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of a successful program.” (pg 13)
CH4
In the social marketing process there are six general stages that are used a guideline in creating a successful marketing plan.
The six stages of the social marketing process are: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback.
These stages are things that can be touched back upon throughout the planning process in order to make adjustments along the way.
Question
How do we rate the success of social marketing campaigns?
This comment has been removed by the author.
ReplyDeleteChapter 1:
ReplyDeleteSocial marketing is used to create a culture and lifestyle that is healthy and promotes positive social behaviors. Social marketing differs from commercial marketing in that the profits of social marketing are seen in society, whereas the profits of commercial marketing are seen in dollars. Proving that these marketing techniques have pure intentions of promoting these positive social behaviors. There has been much confusion between true social marketing and internet-focused marketers/non-profit directors. Much of this confusion was inadvertent and well-intentioned, however it still created misrepresentation.
Chapter 2:
Identifying your target audience and strategically determining how to reach them is crucial. When developing a program you must put yourself in your target audience’s shoes and understand their day-to-day life. Determining their work hours, household income, motives and lifestyle can help to produce a successful program.
Once your target audience is determined you must create your marketing campaign with “social-marketing colored lenses.” The goal must always be the same bottom line; a behavior or culture change oppose to increased sales.
Chapter 3:
The social marketing mix; though similar to the marketing mix has adapted practices that differ from commercial marketing. Publics, partnership, policy and purse strings have been added to the original product, price, place and promotion. Social marketing created a unique environment in which the 4 additional P’s are a necessity. Policy and purse strings seem to be the biggest additions. Those whom you need support from being the policy makers or media advocacies and the purse strings representing the funding which typically will come through foundations and governmental grans and donations.
Chapter 4:
Taking a look at the social marketing process as a whole can be intimidating and overwhelming; which is why the process has been broken up into 6 stages. Analysis, Strategy Development, Program Communication, Pretesting, Implementation and Evaluation and Feedback make up the 6 steps. These steps generally occur in an orderly fashion and are not effective when performed out of order. With that being said social marketing is a series of processes. No two social marketing campaigns will be the same, thus no two processes should take the same path.
Question: At what point do we decided out current approach isn’t working and when do we re-design our social marketing campaign? (target market, channels, distribution, etc.)
Chapter 1
ReplyDelete1)Social marketing uses the strategies of commercial marketing to convince people to adopt healthy habits that will improve a community. Although both types of marketing are similar, the purpose and results are different.
2)– “The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.”
-“Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services.”
Chapter 2
1)In order to create an effective social marketing program, you need to be concise about what behavior you want your audience to adopt and you need to specify and research your audience very clearly.
2)– “Changing awareness, attitudes, and beliefs are all important steps on the path toward behavior change, but true success does not occur until someone takes action.”
-“The social marketing method of segmentation advocates dividing your audience into different subgroups and developing strategies specifically for one or more of these groups.”
-“Research forms the cornerstone of social marketing and makes program development a bottom-up process with guidance coming from the target audience rather than the usually top-down approach.”
Chapter 3
1)The “four Ps” (product, price, place and promotion) of traditional marketing are also applied to social marketing strategies, but are used differently; social marketing also uses four more strategic elements for success: publics, partnership, policy, and purse strings.
2)– “The social marketing “product” is the behavior you want the target audience to adopt”
- “Price could be monetary, but more often in social marketing, it involves intangibles such as time, effort, and old habits.”
- “Because in most social marketing programs, the product is behavior rather than a physical item, the question then becomes, “Where is the behavior available to the target audience?”
Chapter 4
1)There are six stages in the social marketing process; analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. However, the process is not a defined amount of steps.
2)– “The process involves research at every stage, with constant reevaluation to assess whether the program is on track.”
- “In practice, social marketing is not necessarily a clear series of linear steps but rather a process of feedback and adjustment that might require revisiting past stages to make changes based on new information.”
Question: There is no doubt that there are positive impacts from social marketing campaigns. But do these impacts last? How can the impacts of a campaign last for a long period of time?
Chapter 1:
ReplyDeleteA) Social marketing is a process in which the goal is to create a positive and beneficial behavior change.
B) "Social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience or of society as a whole."
Chapter 2:
A) In order to reach the ultimate behavior change, the marketer must listen to their target audience to understand what will make their campaign as successful as possible.
B) “Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior.”
Chapter 3:
A) In addition to the traditional marketing mix, the social marketing mix incorporates four more Ps in order to reach their end goal of behavior change.
B) "To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called the "marketing mix"..... Social marketing also adds some Ps of its own."
Chapter 4:
A) The social marketing process incorporates the six stages (analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback) in order to create an ethical and successful marketing campaign.
B) "The social marketing process consists of six general stages, each of which involves several different types of activities."
C) "Beyond just good intentions, its purveyors have a social duty to carry out their mission in an ethical manner."
Question:
Although social marketing campaigns are generally oriented towards ethical and positive behavior change, is there a line where a specific campaign advertisement may be considered unethical? (Some PETA ads have been known to sometimes be taken "too far", something like that?)
Devon Winter
ReplyDeletePosts CH 1-4
CH 1
1) Social marketing includes the use of efficient and logical marketing in order to achieve set goals subject to change, for positive behavioral change for the betterment.
2) Social Marketing must have a specific target audience in order to be successful. “ A social marketing program would not be effective for certain issues such as complex problems with many contributing or confounding factors, problems not under individual control…p5)” Note the issues address must be ones within in the human control to change. Social marketing is useful for nonprofits as well as sharing and delivering needed information about social concerns such as health issues including ( HIV/AIDS, breast cancer, family planning, p.5).
CH2
1) In order for social marketing to be successful there must be a study of ones target audience, which leads to a carefully constructed strategy and implementation of the message.
2) “ …there is no such thing as targeting the general public…p.7” In other words the message an organization is trying to send through social marketing can not be understood by “one-size-fits-all strategy p.7.” Secondly, “ social marketing provides a systematic process to follow that ensures that programs are based on research rather than on one person’s idea of what looks good p. 10.”
CH3
1) It is important for one to understand the social “marketing mix” in order to be successful which always includes but is not limited to the 4Ps.
2) The 4ps include “ Product, Price, Place, Promotion p.13” each of which maintain equal value when executing a strategy for Social Marketing. However, “ social marketing also adds some Ps of its own: Publics, partnerships, policy, purse strings p.13” “Place is ensuring that the product is accessible to those you want to reach and maintaining the quality of delivery of the message p.17”
Ch4
1) The social marketing process maintains its own specific steps in its process all of which have their own stages of execution whose main focus is positive social change and success.
2) “ The Social Marketing process consists of six general stages, each of which involves several different types of activities: analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback p.23.” “Beyond just good intentions, its purveyors have a societal duty to carry out their mission in an ethical manner p. 24.”
Questions:
How does one define positive social marketing? Does social marketing rely on social norms and behaviors that are already ingrained in our society? Or is it ok to have an opinion based social marketing?
Section 1
ReplyDeleteChapter 1.
The essence of social marketing is a tool used to persuade different publics to voluntarily change or adopt behaviors in a positive way.
As stated in the book, the sole purpose of social marketing is to benefit the individual and/or society instead of a marketer’s organization. It is most effective when addressing issues of health, socially beneficial behavior change, increasing program use, or building customer satisfaction with existing services. It’s important for the message to be simple and specific, if the issue is too complex or has too many underlying contributing factors the message will not be as effective.
Chapter 2.
Understanding your targeted audience is critical in conveying an effective message that will not only resonate but lead to action.
Simply listing a series of facts or list of information is not adequate to instill change in a targeted audience. Although it is important to know the facts, action or guidance is needed to inspire individuals to take action. Researching your targeted audience is the one of the most important steps to creating an effective message. Understanding their needs as well as their habits will help construct an appropriate message that they will actually pay attention to.
Chapter 3.
The four P’s of the social marketing mix (Publics, Partnership, Policy, Purse Strings) will ensure that the communication project that you develop will me more likely to succeed.
Positioning your project appropriately so that it appeals and stands out to your audience will help highlight its attractive features. In essence, you are creating a “niche” for individuals to solve a particular problem. A lot of creating a niche focuses on benefits that deal with the individual’s emotions and not just physical appearance. Messages that focus on painting a lifestyle are more resonating than those that focus solely on physical benefits.
Chapter 4.
The social marketing process lays out a step by step foundation of how to create an effective message that is broken into six different stages.
This is a very broad overview of how the actual campaign or message is designed. Each of the steps in this section is systematically put in place and is very important that it followed in a logical order. The Strategy Development, Program and Communication Design, and Pretesting phases I would consider to be significantly important because this is where you the actual message is being constructed and tested. Especially step 4, without this step, time and resources could be exhausted leading to an ineffective marketing campaign causing the whole process to start over, if funds are still available.
I am particularly interested in how funds are generated. This section briefly discusses what the book calls “purse strings” which basically are donors that financially support the organization to carry out their message or campaign. My question is how does an organization ensure a donor with confidence that the money they invested will be used effectively and results will be shown? What do most organizations do when they can’t find funding?
I forgot to put down a question in my comment. So here it is.
ReplyDeleteTargeting the right audience is important, but how do you expand your audience so your target audience is not the same people every time? How do you expand it to make all different audiences impacted?
Chapter 1
ReplyDelete1. Social marketing is a strategy used by prosocial organizations in order to influence people to adapt certain behaviors that perhaps need more persuasion than "laying out the facts", but less regulations than strict policies.
- "Whether it's motivating kids to get active to prevent obesity, making recycling an automatic behavior, or tackling such a massive issue as poverty, professionals and policymakers are finding that social marketing offers an approach that brings together the most effective thinking from many different fields in a systematic process." This statement shows the process is more than an educational outreach, it's an interdisciplinary field.
- "The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or the society rather than to the marketer's organization." This statement demonstrates how social marketing is a prosocial discipline rather than a capitalistic pursuit.
Chapter 2
The key to social marketing is honing in on who your audience is, researching them extensively, and additionally creating a consumer-centered strategy.
- "Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior." This statement shows the importance of knowing your audience and figuring out what makes them tick in order to obtain the results you want.
- "To be most effective, specify the audience for your program as precisely as possible . Think about all of the different groups you want to involve in your social marketing campaign." This statement clearly demonstrates the importance of a tailored message to your audience. As the book mentions, "one size fits all" is not an effective approach.
Chapter 3
While the traditional "marketing mix" employs 4 p's in its planning process, social marketing must adapt 4 additional p's which have a greater focus on promoting change in policies and changing people's ideologies vs their preferred product.
- The 4 p's of traditional marketing are: product, price, place, and promotion. These p's purely work to promote a product and tell consumers why they need it and why it's better than the competition.
- the 4 p's of social marketing are: publics, partnership, policy, and purse strings. These key differences from the traditional marketing mix are what separates the promotion of a product, from the promotion of a way of life or a life-long social practice, (like recycling, not smoking, etc.)
Chapter 4
The social marketing process is a non-linear set of steps which often involves backtracking, reevaluating, and constantly collecting feedback. It requires the utmost thoughtfulness, as behavioral change can have serious consequences.
- The social marketing process as depicted by a pyramid, visually displays how each step of the process builds on the next, and that each preceding step must be strong in order to support the following steps.
- "This means looking at each aspect of your program as you plan and implement it to consider whether it has the potential to do harm in any way." This statement shows that when one conducts a social marketing campaign, they must evaluate each step and consider ethical implications...no matter how badly they want a certain outcome.
Question: Who determines which behaviors are ethical or unethical? What if the potential good severely outweighed the bad?
Chapter 1:
ReplyDelete1. Social marketing uses a combination of traditional marketing strategies in order to promote the changing of individual beliefs or behaviors to implement positive change or reinforement in society.
2. A. “As organizations and government agencies search for solutions to bring about positive change on many of the most intractable problems in society, they are increasingly turning to the field of social marketing for answers” (Weinreich 2011:3). B. “Simply put, social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well being of the target audience” (Weinreich 2011:4).
Chapter 2:
1. In order to create a successful social marketing campaign, one must conduct comprehensive research in order to accurately strategize and angle the campaign towards the target audience.
2. A. “Research forms the cornerstone of social marketing…”(Weinreich 2011:9) B. “A strategic social marketing approach is based on research and includes thinking through elements like what the product is and its most salient benefits to the target audience…”(Weinreich 2011:9).
Chapter 3:
1. In addition to the strategies of the traditional, “marketing mix,” social marketing has created its own strategies, “the social marketing mix,” to better fit the specific needs of a social marketing campaign.
2. A. “A common misstep is to focus only on the promotion piece, ignoring the rest of the Ps, thereby creating a communications-and not a social marketing-campaign” (Weinreich 2011:13). B. “Beyond the four Ps of traditional marketing-product, price, place, and promotion-social marketing must add for more Ps to take into account its unique nature…”(Weinreich 2011:19) (Publics, Partnership, Policy and Purse strings).
Chapter 4:
1. The process of social marketing provides framework in order to guide a campaign based on six stages: analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback.
2. A. “Social marketing provides a straightforward framework for program development that, if followed, ensures that each critical piece occurs at the proper time” (Weinreich 2011:23). B. “Thinking a program through to its next logical step might help avoid problems arising as an unintended consequence of your efforts” (Weinreich 2011: 25).
Question: Who plays the most important role in deciding what is considered “ethical” for a social marketing campaign?
Chapter 1:
ReplyDeleteSocial Marketing is an effective way to convince people to adopt a specific behavior
"Social marketing is at its best when used used to effect and sustain healthful or socially beneficial behavior change.."
"The behavior would simply become the obvious choice, without having to make a conscious decision to do it"
Chapter 2
In order to put together a successful social campaign you must make sure that you fully understand your target audience, their current behaviors, and what will drive them to change
"There's no such thing as targeting the general public"
" A strategic social marketing approach is based on research and includes thinking through elements like what the product is and its most salient benefits to the target audience, price considerations, and how to reduce perceived costs, how to make the product available at the times and places the audience will be most receptive
Chapter 3
You have to focus on all aspect of a marketing mix not just the promotion of your product in order to maximize the effect of a socially responsible campaign
" A common misstep is to focus only on the promotion piece ignoring the rest of the Ps, thereby creating a communications- and not a social marketing-campaign"
" Social marketing programs can do well in motivating individual behavior change, but that is difficult to sustain unless the environment surrounding the target audience supports that change for the long run"
Chapter 4
In implementing a social marketing plan there are many different stages that help us assess if the project is on tract and help evaluate our progress.
" In Practice, social marketing is not necessarily a clear series of linear steps but rather a process of feedback and adjustment that might require revisiting past stages to make changes based on new information"
"Thinking a program through to its next logical step might help to avoid problems arising as unintended consequences of your efforts"
Chapter 1
ReplyDelete1) Effective social marketing positively changes the behaviors or attitudes of their target audience voluntarily.
2) -“Policies that legislate a particular behavior under threat of jail or a fine, or increase the costs through taxation, can be very effective…. But do we want to live in a world where all our health or social behaviors are regulates?” Diminishing liberty and free choice should only be done as a last resort when other methods have not worked.” (p3/4) -“As with any tool, social marketing cannot be expected to solve every type of health and social problem. Social marketing is best when used to effect sustain healthful or socially beneficial behavioral change, increase program use, or build customer satisfaction with existing services.” (p5)
Chapter 2
1) Having a clear understanding of exactly who your target audience is crucial in creating an effective social marketing strategy.
2) “Too often the typical approach to program development is that program administrators base messages and strategies on what they think the target audience needs to know… Did they ever ask the people they are trying to reach what types of programs or services they need? Maybe if they asked, they would find out that people in the target audience would like to have come but could not for any of the following reasons: they could not afford babysitters, they would rather be connected with a job service or drug rehab center rather than take health education classes, the program was scheduled during the day, while everyone was working, hey do not read the newspaper and so missed the advertisement, they do not think the program was for people like them” (p8) - “When people think about social marketing, they naturally focus on the most visible element of the strategy, which is the communications piece… A strategic social marketing approach is based on research and includes thinking through elements like what the product is and its most salient benefits to the greatest audience.” (p9)
Chapter 3
1) The most effective social marketing strategies have thoughtfully researched all the Ps including product, price, place, promotion, publics, partnership, policy and purse strings.
2) “If motivating people to change their health or social behavior were as easy as convincing them to switch brands of toothpaste, there would be no need for the subfield of social marketing. But trying to affect complex and often emotion-based decisions is rather different from selling tangible product.” (p13/14) - “Price refers to what the target audience has to give up to adopt the behavior. The price could be monetary, but more often in social marketing, it involves intangibles such as time, effort, and old habits.” (p16)
Chapter 4
1) A successful social marketing program requires careful and constant research to ensure it is being effective.
2) “Beyond its good intentions, its purveyors have a societal duty to carry out their mission in an ethical manner. This means looking at each aspect of your program as you plan and implement it to consider whether I has the potential to do harm in any way. Behavior change is a serious business, and it is preferable to do nothing rather than to implement a program that makes matters worse.” (p24/25) - “A program that promises more than the product can deliver, or that omits information about the risks of adopting a particular behavior, also might be ethically suspect. In some instances, placing the entire responsibility for change on the individual rather than on the social institutions that created the problem in the first place (e.g., polluting factories causing respiratory problems in a community) might be not only ineffective but also an injustice to its victims.” (p25)
Q: If the book is truthful in saying that all you have to do is follow the defined method of social marketing to have a successful program, why are so many campaigns and programs ineffective?
Chapter 1:
ReplyDeleteSocial Marketing is a strategy based aspect of a firms larger business plan that seeks to alter and prepare a consumers individual behaviors and habits to more effectively communicate about the product or service they provide and support.
1. The chapter uses Starbucks as a social marketing example. Weinrich uses Starbucks enhanced reputation to show the steps they have systematically followed in order to create a group of followers, that believe they are "in tune" with the Starbucks life style. I.e: they drink better coffee, they are at home when they are in a Starbucks, and that they have a sense of community within their local branch despite Starbucks being a international company.
2. Chapter 1 stresses that many companies have strayed away from the proper or most effective way to socially market. They have not properly been educated about the assets of social marketing and its power to change the way a consumer lives, thinks and even purchases. These misguided firms have gotten caught up on the actual image of social marketing thru websites, and over whelming research and have not broken down the best possible ways to execute a social marketing campaign.
Chapter 2:
The newest model of Social Marketing not to be confuse with Social Media Marketing has proven that information is no longer king: just because the public has the information does not mean that they will inherently follow it or alter their life style just to appease the doctor or health firm that is telling them that their favorite food or product will make them sick.
1. Education is not everything when it comes to social marketing. The idea that if we educate, people will learn and there for use the information to become better, is outdated. As a ever learning and evolving society we are learning that many times while we think we are educating, we are not actually reaching the public.
2. There are other ways to reach consumers rather then just overwhelming them with information. People are driven in all different ways, and many companies make the mistake of using a singular model to reach all their consumers that in turn leaves out better then half of their consumer base.
Chapter 3
Social Marketing is a complex mix of different aspects, some that involve the consumer and others that dont. The most important aspect of social marketing plans are the 8 p's. Focusing on each area of the social marketing plan is vital, and no one P is more important than the other.
1. The book expresses concerns on the firms focus on the P that concerns promotion. They say that many firms get too caught up in the promotion of their brand or product that they forget that the other P's such as partnership or product are building blocks that they must nurture first.
2.One of the most informative sections in this chapter is the purse strings section. The text discusses that all things cost money, they are not free. So in order to socially market, you must be able to pay for it. They give you brief insight into how many companies obtain the money needed to start a social marketing plan and that economical awareness is sometimes the most important aspect of your plan as it fuels the possibilities.
Chapter 4
All of section 1 emphasizes on the importance of being systematic in the social marketing world. A plan must be systematic in nature in order for it to be executed most effectively. Chapter 4 uses steps to make note that dividing the steps down to be smaller tasks can be more manageable.
1. Using the social marketing process, your analysis should start very broad, keep an open mind. Allow all and any ideas to mold your plans and weed out the bad or ineffective ones in the next design step.
2.Ethics and the publics interpretations of them will greatly effect the way you market.
Question: If there is one, is there a way to most effectively socially market through social media? If so, who has the best social media plan for social marketing?
Chapter 1:
ReplyDelete-Social marketing uses traditional, commercial marketing practices to promote healthy, sustainable lifestyle behavior choices for both individuals and/or communities.
-“Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services. The same techniques can be used to move from a focus of individual- based changes to working more broadly for change at the community level, including policymakers, media, and other community institutions.” (p. 5)
-“The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization. ” (p. 4)
Chapter 2:
-Social marketing is different from traditional marketing because its end goal is behavior change through consumer-centered programs based on research and specific target audiences and subgroups.
-“When you create a social marketing program, you will need to be very clear about what behavior you want people to adapt. Changing awareness, attitudes, and beliefs are all important steps on the path toward behavior change, but true success does not occur until someone takes action.” (p.7)
-“Social marketing provides a systematic process to follow that ensure that programs are based on research rather than on one person’s idea of what looks good. Ideally, a campaign like this one would be part of the organization’s long-term social marketing strategy rather than a one-shot blip on the blister prevention radar screen. By developing a comprehensive strategy based on research, the Blister Council staff would already know the key messages they need to convey to the target audience and which media would be the most effective in reaching it as they prepare for Nation Blister Prevention Week” (p. 10)
Chapter 3:
-Social marketing ads its own twist to the “4 Ps” of marketing by using “product” as an observable behavior that their audiences need to change, “price” as intangible objects such as time, effort, old habits or emotion, “place” as where and when you apply and execute your message, “promotion” as a way of motivating your audience.
-“In the planning process, research with the target audience assists in making programmatic decision about the follow: product, price, place and promotion. These are often called the “four Ps” of marketing. They have been adapted to fit social marketing practices and are used somewhat differently from how they are used in commercial marketing. Social marketing also adds some Ps of its own: public, partnership, policy and purse strings.” (p. 13)
-“Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of a successful program. A common misstep is to focus only on the promotion piece, ignoring the rest of the Ps, thereby creating a communication—and not a social marketing—campaign.” (p. 13)
Chapter 4:
-The process of executing a successful social marketing campaign, while it is not always a linear and cohesive process, can be broken up in six steps: analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback.
-“Social marketing provides a straightforward framework for program development that, if followed, ensures that each critical piece occurs in proper time. The process involves research at every stage, with constant reevaluation to assess whether the program is on track” (p. 23)
-“This means at each aspect of your program as you plan and implement it to consider whether it has the potential to do harm in any way. Behavioral change is serious business, and it is preferable to do nothing rather than to implement a program that might make matters worse.” (p. 25)
Question:
All four chapters stress the important of research at all stages of a social marketing campaign, where is the best place to get quality facts and information on important social issues?
Chapter 1
ReplyDelete1) Social marketing is when a group of people is convinced to change bad habits and adopt new ones that will create a positive lifestyle change for them.
2) “social marketing has emerged as an effective way of persuading people to voluntarily adopt healthy and prosocial behaviors.” “Whether it’s motivating kids to get active to prevent obesity, making recycling an automatic behavior, or tackling a massive issue such as poverty…..social marketing offers an approach that brings together…”
Chapter 2
1) Social marketing requires a lot of research in order to have a successful campaign, you have to be very specific about the behavior you want people to stop, so you need to understand the audience that you are talking to, and the different segments that may exist in that audience.
2) “When you create a social marketing program, you will need to be very clear about what behavior you want people to adopt.” “To be most effective, specify the audience for your program as precisely as possible.”
Chapter 3
1) The traditional marketing mix of the four Ps (product, price, place, promotion) and the four added Ps (Publics, Partnership, Policy, Place) are used in order to strategically approach a marketing plan.
2) “To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called marketing mix.” “Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of a successful program”
Chapter 4
1) in order to have a successful marketing campaign, six stages must be implemented: analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback.
2) “The social marketing process consists of six general stages, each of which involves several different types of activities.” “To create an effective social marketing program, you must understand the problem you are addressing”
3)
Question: I have learned about the 4Ps before, and have often heard people adding “people” to create a 5th P. Are the 4 additional Ps listen in the book a widely studied/accepted model?
Chapter 1.) "...social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience or of society as a whole."
ReplyDelete-The difference between social marketing and commercial marketing is that social marketing focuses on the individuals and society rather than the organizations concerns and marketing.
- Social marketing includes many different aspects of behavior and together they blend to form an effective marketing dynamic. These behavioral aspects include anthropology, social psychology, design, public health, economics, and technology.
Chapter 2.) One of the most important parts of social marketing is the ability to reach your target audience effectively.
-"The social marketing method of segmentation advocates dividing your audience into different subgroups and developing strategies specifically for one or more of these groups."
-Research is very important prior to campaigning in order to be aware of the types of audiences you will be reaching out to. Through listening to your audiences you are able to gain a better understanding of their needs.
Chapter 3.) The four P's of marketing combine with an additional four social marketing P's in order to create an outline of the important aspects.
-The four P's of marketing include Product, Price, Place, and Promotion
-The additions P's of social marketing include Publics, Partnership, Policy, and Purse strings.
Chapter 4.) "The social marketing process consists of six general stages, each of which involves several different types of activities."
-In order to create an effective social marketing program, it is important to identify the problem that you are addressing, your target audience, and the environment of your programs operations.
-The process of social marketing can be depicted in the form of a pyramid including the following stages: analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback.
Question: How are the results of social marketing effectiveness calculated?
Chapter 1
ReplyDeleteUnlike traditional marketing, social marketing seeks to influence behavior and promote positive change in a community.
-“Simply put, social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well being of the target audience.”
- “The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or the society rather than to the marketer’s organization.”
Chapter 2
Chapter 2 emphasizes the importance of your “target audience,” that is, those who you wish to influence or benefit. Understanding their wants, needs, and viewpoints is crucial to an effective campaign.
- “Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior.”
- “Researching your targeted audience is one of the most important steps to creating an effective message. Understanding their needs as well as their habits will help construct an appropriate message that they will actually pay attention to.”
Chapter 3
Outlines the “Four P’s” of Product, Price, Place, and Promotion that are used in traditional marketing, but adds four more P’s to the mix: Publics, Partnership, Policy, and Purse Strings. These collective P’s can help construct an effective social marketing campaign.
-“A common misstep is to focus only on the promotion piece, ignoring the rest of the Ps, thereby creating a communications – and not a social marketing – campaign.
-“If motivating people to change their health or social behavior were as easy as convincing them to switch brands of toothpaste, there would be no need for the subfield of social marketing. But trying to affect complex and often emotion-based decisions is rather different from selling tangible products.” (Therefore, you need the extra four P’s of social marketing!)
Chapter 4
Social Marketing can be a meticulous and tedious task, but it helps to divide it into six manageable steps. This chapter outlines these steps as an overview of how exactly social marketing works.
-“In practice, social marketing is not necessarily a clear series of linear steps but rather a process of feedback and adjustment that might require revisiting past stages to make changes based on new information.”
-“Thinking a program through to its next logical step might help to avoid problems arising as an unintended consequence of your efforts.”
Question: How do you define a “target audience” if that audience is larger than just one community? What if it includes many different people of different backgrounds and ethnicities? How do you encompass such diverse personalities?
Chapter 1:
ReplyDeleteSocial Marketing, unlike commercial marketing, aims to change the behavior of the target audience. Social marketing is used most effectively by non-profit organizations, government divisions, and community based organizations because their goals match the function of a social marketing campaign. In order to have a successful social marketing campaign the goal must be to beneficially change behavior, increase program use, or build customer satisfaction.
Chapter 2:
Knowledge of a campaign is not necessarily enough to get a behavioral change from the public, but know the target audience and basing the campaign around their needs is the most effective way to see change. Once a target audience has been determined, research must be done to find out the best way to market the campaign to the audience. There are multiple different campaign strategies, and they are not one size fits all, the strategy must be consumer centered.
Chapter 3:
There are 8 subcategories of any marketing research that will help develop the final campaign, they are product, place, price, promotion, publics, partnership, policy and purse strings. These categories create a guideline for the decision making process of planning a marketing campaign. The last four categories, publics, partnership, policy and purse strings are specific to social marketing and focus on the other parties involved in a social marketing campaign.
Chapter 4:
There are six steps to create a successful social marketing campaign: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. Each of the steps are designed to help the planning process and to evaluate a finished project to ensure that mistakes will not be repeated. There is also a question of ethics of marketing, so it is important to create a marketing plan that will not harm any of the audience affected by it.
Question:
At what point does social marketing become invasive to the target? Is it fair to induce behavioral change without the consent of the target?
Section I, Chapter I: Social Marketing Basics
ReplyDelete1. Social Marketing targets the most appropriate audience to establish brand awareness and ultimately associates the brand with a particular behavior.
2. The first paragraph on page 3 describes the Starbucks brand that has utilized social marketing and has successfully created a certain atmosphere by doing so. By selling expensive coffee, having a comfortable atmosphere, and selling branded products, such as music, Starbucks has targeted those of the “higher class” and those who aim to portray themselves that way. Also, on page 4 under “What Social Marketing is Not,” the author mentions that all too often a director will create a television commercial without even applying basic social marketing methods to understand the product’s target audience. This suggests that social marketing methods encompass the main idea of understanding an audience.
Chapter II: Not Just Business as Usual
1. It is necessary to research your audience and segment the broader audience into smaller sub-groups to decide whom your target audience is.
2. This chapter provides us with the “one size does not fit all” example. While developing a social marketing campaign, there may be multiple parties involved such as, policymakers and media professionals. Sometimes these parties can clash and have conflicting ideas and values. So, you may need to minimize your target audience even further or develop a few operations. On page 9, the author states “Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing social behavior.” If your goal is to change social behavior to try and gain an active response by the audience, you must converse with them.
Chapter III: The Social Marketing Mix
1. In order to establish a successful social marketing campaign, it is important to practice the 4 P’s of what is called the “Marketing Mix”: Product, Price, Place, and Promotion. Social marketing also adds some P’s of it’s own including- publics, partnership, policy, and purse strings.
2. Product- The behavior you want your target audience to adopt. Price- What the target audience has to give up to adopt that behavior. Often in social marketing, the price is intangible properties, like time and effort. Place- Where is the behavior available to the target audience? Where should systems be put in place that facilitate adopting the behavior? Promotion- How you get your message about the product out to the target audience. Publics- the external and internal groups involved in the program. Partnership- Working with other teams/groups in the community. Policy- The environment surrounding the audience and what motivates individual behavioral change. Purse Strings- Where are you going to get the money to support your product?
Chapter IV:
1. Social marketing consists of 6 different stages: Analysis, Strategy Development, Program and Communication Design, Pretesting, Implementation, Evaluation and Feedback.
2. Each stage requires close attention and a strong focus on the target audience. Since behavior change is serious business it is preferable to do nothing rather than implement a program that doesn’t work because that can do more ill rather than good. “Thinking a program through to its next logical step might help to avoid problems arising as an unintended consequence of your efforts.”
Question: Is behavioral social marketing different than social marketing? I got the impression that the product can be either mental and intangible, or tangible. Is that accurate? Can you market psych or a prescription med within social marketing?
Chapter 1
ReplyDeleteWhen education and policy reform fail, the tools of social marketing can help solve widespread societal issues ranging from encouraging kids to exercise to prevent obesity to fighting against poverty.
“Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services (p. 5).”
“The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization (p. 4)”
Chapter 2
To construct a successful social marketing campaign, you must build a strategy that involves segmenting and researching that audience you are trying to reach, you cannot compose a message to the general public.
“Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior (p. 9).”
“Social marketing involves more than just blindly following a step-by-step process. Successful practitioners adopt a social marketing mind-set that affects their perception of every aspect their programs, similar to the customer-centered mind-set described by Alan Andreasen. In other words, they see the world through social marketing-colored lenses.”
Chapter 3
Social marketing programs involve creating a marketing mix by combining the ‘four Ps’ of marketing (product, price, place, promotion) with the ‘4 Ps’ of social marketing (publics, partnership, policy, purse strings).
“To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called the “marketing mix.” In the planning process, research with the target audience assists in making programmatic decisions (p. 13).”
“Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of a successful program. A common misstep is to focus on the promotion piece, ignoring the rest of the Ps, thereby creating a communications- and not a social marketing- campaign. This is like thinking you have solved a whole jigsaw puzzle because you put a piece on the table (p. 13).”
Chapter 4
Although social marketing campaigns entail constant reevaluation and improvement, there are six general stages of social marketing.
“In practice, social marketing is not necessarily a clear series of linear steps but rather a process of feedback and adjustment that might require revisiting past stages to makes changes based on new information (p. 23).”
“Finally, the evaluation and feedback phase assesses the effects of the program as a whole as well as the individual elements of the strategy. Evaluation occurs throughout the process of program development, not just at the end, and feedback is used at each stage to improve the program (p. 24).”
The fourth chapter touches on ethical considerations of social marketing. When certain social marketing campaigns have been exposed for unethical practices in the past, how do we know who to trust?
Chapter 1:
ReplyDeleteThesis: The field of social marketing includes strategies to influence and persuade society to perform various actions, including but not limited to lifestyle changes.
Evidence 1: “As organizations and government agencies search for solutions to bring about positive change on many of the most intractable problems in society, they are increasingly turning to the field of social marketing for answers.
Evidence 2: “Social marketing has emerged as an effective way of persuading people to voluntarily adopt healthy and prosocial behaviors for issues that may require more than just laying out the facts.”
Chapter 2:
Thesis: The primary focus of social marketing is to induce behavior change in target audiences by offering specific strategies to accomplish this.
Evidence 1: “The endless barrage of ‘awareness campaigns’ on various topics has conditioned people to think that the best cure for any problem is to offer up all the facts about an issue and assume people will do the right thing.”
Evidence 2: There is no such thing as targeting the general public and you must specify the audience for your program as specifically as possible by researching your target audience and considering them to be your consumer who you seek to adopt your product or behavior.
Chapter 3:
Thesis: Marketing campaigns are primarily based on product, price, place, and promotion; social marketing encompasses those components as well as publics, partnership, policy, and purse strings.
Evidence 1: Product, in social marketing is the behavior you wish your target audience to adopt, price includes what the audience would have to give up in order to adopt said behavior, place refers to where the consumer is going to get the product and is geared toward ensuring the product maintains accessibility, and promotion refers to how your message and product are relayed to your target audience.
Evidence 2: Publics are divided into both external (those who behavior you seek to change) and internal (the department/organization of influence) groups, often groups partner up with other organizations in order to extend resources and cover costs, policy offers and environment for inducing behavior change and providing support, and purse settings refer to where the money you need to create your program stems from (i.e. grants).
Chapter 4:
Thesis: The social marketing process includes a six step program that when used strategically can lead to success.
Evidence 1: Analysis, strategy development, program and communication design, and pretesting must be done before implementing the social marketing strategy.
Evidence 2: Once a strategy is implemented, evaluation of the strategy is key in maintaining success as well as development future strategies.
Question: Is there any sort of universal scale that can be used when evaluating the success of a social marketing campaign?
Chapter 1: This chapter identifies what social marketing is, how you can find your audience, and how it differs from commercial marketing.
ReplyDelete1. Social marketing is a way of persuading people to voluntarily adopt healthy and prosocial behaviors. This differs from commercial marketing because it involves using focus groups, anthropology, social psychology and other factors to create a target audience.
2. Social marketing cannot be used to solve every public health problem, but it can be used to increase awareness of a problem and build customer satisfaction. Social marketing also relies heavily on social media to thrive.
Chapter 2: Social marketing examines errors in “awareness campaigns” and helps people define what needs to be used in specific campaigns.
1. Introduced the term “target audience”, which defines exactly which group of people you want to focus on. Defining your target audience ensures that your message will be directed to the exact group whose behaviors you wish to change.
2. The communications aspect of social marketing is the most well known part, but it is only a small part. Social marketing is like an iceberg, where most of the important aspects are under the surface.
Chapter 3: This chapter outlines the 4 P’s of marketing and the 4 P’s of social marketing, and how they differ from each other.
1. The 4 P’s of marketing (Product, Price, Place, Promotion) can be used in social marketing by establishing the product as a behavior that needs to be changed. The price is whatever the audience must give up to change the specified behavior. The place is where the behavior is available to the target audience. Promotion is making sure you are sufficiently informing your target audience of the need to change a behavior.
2. The 4 P’s of social marketing are slightly different in that they involve more external organizations. They also involve examining the internal aspects of your organization.
Chapter 4: This chapter outlines the six stages in the social marketing process and the ethical considerations of social marketing.
1. The general stages are analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. According to our textbook, these stages do not usually occur in the order listed, and they can change based on new information.
2. Social marketing can be used for good or bad campaigns, but always tries to do so in an ethical way. If social marketers plan ahead, they might be able to avoid getting into ethical dilemmas.
Chapter 1
ReplyDelete1. Using the tools and techniques of social marketing properly can help create positive social and health changes.
2. “The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.”
“Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services.”
Chapter 2
1. Social marketing revolves around how the target audience thinks and acts.
2. “Research forms the cornerstone of social marketing and makes program development a bottom-up process with guidance coming from the target audience rather than the usual top-down approach.”
“Just as Copernicus radically altered how people thought about the world by showing that the earth revolves around the sun, social marketing has moved clients, constituents, and citizens into the center of the universe for the professionals serving them.”
Chapter 3
1. Designing a social marketing program requires looking at a variety of strategic factors to create a program that is most likely to appeal to the target audience.
2. Product: “The social marketing “product” is the behavior you want the target audience to adopt.”
Price: “Price refers to what the target audience has to give up to adopt the behavior.”
Place: “‘Where is the behavior available to the target audience?’ This helps to determine where to expose the target audience to members to the program’s messages or to put systems in place that facilitate adopting the behavior.”
Promotion: “Promotion deals with how you get your message about the product out to the target audience.”
Publics: “Publics refers to both the external and internal groups involved in the program.”
Partnership: “By teaming up with other groups in the community, your organization can extend its resources as well as its access to members of the target audience.”
Policy: “For example, as it has become more difficult for smokers to light up in the workplace and other public places because of policies at various levels (from organizational to federal), many people have decided that smoking is not worth the hassle.”
Purse Strings: “Most organizations that develop social marketing programs operate through funds provided by sources such as foundations, governmental grants, and donations.”
Chapter 4
1. When followed correctly the stages in the social marketing process can make the intimidating task of creating a social marketing program more doable by breaking it up into smaller pieces.
2. “The strategy phase, based on what you learn in the analysis phase, forms the foundation on which the rest of the program is built.”
“Evaluation occurs throughout the process of program development, not just at the end, and feedback is used at each stage to improve the program.”
Question: Where is the line between social and commercial marketing drawn when a monetary price is set for a product?
Section One:
ReplyDeleteChapter One: Social Marketing, although misinterpreted and misused sometimes, is actually powerful tool, designed to bring awareness and social change to communities.
-Since the early 1970’s social marketing has emerged as an effective way of persuading people to voluntarily adopt healthy and pro-social behaviors for issues that may require more then just laying out the facts. Simply put, social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well being of the target audience or of society as a whole. Page 4
-Social marketing I at its best when used to effect and sustain healthful or social beneficial behavior change, increase program use or build customer satisfaction with existing services. The same techniques can be used to move from a focus on individual-based changes to working more broadly fir changes at the community level, including policymakers, media, and other community institutions. Page 5
Chapter Two: Social Marketing not only means that you change the thoughts of people, but to persuade them to take action. While targeting society as a whole might be appealing, reaching out to one specific audience is more effective.
-Some teens read at a 12th grade level and others require pictures to understand the message. Clearly, the same approaches will not work for all of these groups. Page 8
-Social marketers know that to create effective programs, they must talk (and listen) to people in their target audience to find out what they want as well as what would have the greatest effect on changing their behavior. Research forms the cornerstone of social marketing and makes program development a bottom-up process with guidance coming from the target audience rather then the usual top down approach. Page 9
Chapter Three: When designing a social marketing campaign, one must consider all elements of the 8 p’s: Product, price, place, promotion, publics, partnerships, policy, purse strings.
-As you design a social marketing program, you will need tot hink through various strategic factors to create an approach that is most likely to appeal to your audience and meet its needs. To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called the “marketing mix.” Page 13
-Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of successful program. A common misstep is to focus only on the promotion piece, ignoring the rest of the P’s, thereby creating a communications- and not a social marketing Champaign. This is like thinking you have solved the whole jigsaw puzzle because you put a piece on the table. Page 13.
Chapter 4: Designing a social marketing program is a tedious, six step process involving research and evaluation at every stage of planning. An important part of this assessment includes the consideration of ethics in every level.
-Social marketing provides a straightforward framework for program development that, if followed, ensures that each critical piece occurs at eh proper time. The process involves research at every stage, with constant reevaluation to assess whether the program is on track. Page 23
-Beyond just good intensions, its purveyors have a societal duty to carry out their mission in an ethical manner. This means looking at each aspect f your program as you plan and implement it to conceder whether it has the potential to do harm in any way. Behavior change is serious business, and it is preferable to do nothing rather then to implement a program that makes matters worse. Page 25
Question: Ethical questions can sometimes be answered within ourselves, but is there a system/program a person can use to double check their beliefs?
Chapter 1
ReplyDeleteSocial marketing is a way to persuade people to change behaviors in a creative and constructive way rather than just presenting the facts.
1) Social marketing “organizations and government agencies search for solutions to bring about positive change on many of the intractable problems in society… whether it’s motivating kids to get active to prevent obesity…or tackling a massive issue such as poverty.”
2) “The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.”
(Ex: Quit smoking campaigns, don’t drink and drive campaigns)
Chapter 2
When developing a social marketing campaign, you must focus on a specific target audience that will (if done successfully) adapt to the new behavior.
1) A strategic social marketing campaign will consider the 4 P’s (product, price, place and promotion) that will maximize the effectiveness of the campaign.
2) To be the most effective, divide your audience into different subgroups and develop strategies that will specifically target these groups.
Chapter 3
The 8 P’s (product, price, place, promotion, publics, partnership, policy, purse strings) are essential to a successful social marketing campaign.
1) A social marketing campaign will always include the standard “product, price, place, promotion” in order to sell the product or behavior.
2) The four P’s of social marketing include publics, partnership, policy and purse strings.
a. Publics: Who can we also address that is tied to our target audience to make the campaign more successful?
b. Partnership: What agency or organization could we partner with to increase our target audience and resources?
c. Policy: Individual change is less effective than societal change. If social marketers can make it a policy to change behaviors, it’ll increase public health and awareness (Quit Smoking campaigns)
d. Purse Strings: Who and how can we fund our social marketing campaign?
Chapter 4
Social marketing doesn’t have rigid guidelines. In many instances, social marketers have to backtrack and readjust their campaign in order to make new changes.
1) There are 6 stages to a social marketing process. They include analysis, strategy development, program and communication design, pretesting, implementation, and evaluation.
2) A social marketing campaign must also be ethical. If it stirs controversy, it may get the publics attention, but won’t change behavior.
I know there are a lot of controversial marketing campaigns. Who determines what campaigns are ethical and what campaigns cross the line?
Chapter 1
ReplyDelete1. Social marketing can be used by many different organizations to positively influence change through a systematic process of understanding and targeting an audience.
2. "Conducting a focus group, creating an awareness campaign, designing communications for a nonprofit - all of these may or may not be part of a social marketing program; it depends on whether they are done systematically - following the social marketing process." (p. 4)
3."Whether it's motivating kids to get active to prevent obesity, making recycling an automatic behavior, or tackling a massive issue such as poverty, professionals and policymakers are finding that social marketing offers an approach that brings together the most effective thinking from many different fields in a systematic process." (p. 3)
Chapter 2
1. Organizations need to change the way they traditionally market by adopting a social marketing strategy; first researching their target audience and then analyzing and responding to the audience's needs.
2. "Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior." (p9)
3. "Rather than providing services or designing materials the way in which the program director likes them best, social marketers ask their clients what they need to adopt a particular behavior." (p. 11)
Chapter 3
1. In addition to the well-known four Ps of marketing, social marketing adds four more Ps that distinguish it from traditional marketing.
2. "Product, Price, Place, Promotion...social marketing also adds some Ps of its own: Publics, Partnership, Policy, Purse Strings." (p. 13)
3. "A common misstep is to focus only on the promotion piece, ignoring the rest of the Ps, thereby creating a communications - and not a social marketing - campaign." (p. 13)
Chapter 4
1. There are six general stages associated with social marketing that require a process of researching and evaluating at every step to create an effective campaign without ethical dilemmas.
2. "In practice, social marketing is not necessarily a clear series of linear steps, but rather a process of feedback and adjustment that might require revisiting past stages to make changes based on new information." (p. 23)
3. "The social marketing process consists of six general stages... analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback." (p. 23)
Question:
It might be that traditional marketing techniques have become obsolete because of a paradigm shift toward the use of more interactive and feedback-oriented social platforms. My question really can't be answered concretely, but I am curious as to what lies in the future of marketing. Now it's social marketing, what will it be 100 years from now?
Chapter 1:
ReplyDelete1. Social Marketing is a systematic, persuasive communication designed to change individuals behaviors and benefit society as a whole.
2. A marketing campaign can only be considered a social marketing campaign if the desired result benefits the individuals who change their behavior or society as a whole. The text states, "The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer's organization." (pg 4)
Doing marketing work or research for a nonprofit does not inherently make that work social marketing, the work must be systematic in its strategy to effect change. As the text notes, "Conducting a focus group, creating an awareness campaign, designing communications for a nonprofit-all of these may or may not be part of a social marketing program; it depends on whether they are done systematically-following the social marketing process." (pg. 4)
Chapter 2:
1. Effective social marketing utilizes targeted communications based on research that take into considerations the wants, needs and challenges of the targeted audience.
2. In order for social media to be effective the messaging must be targeted to a specific audience as opposed to the general public. The text uses a metaphor to describe this ideology, "Like an extra-large T-shirt, a one-size-fits-all strategy doesn't work particularly well." (pg. 7)
Effective social marketing is measured by changes in individual and societal behavior. In order to change behaviors the social marketing must be researched and take into consideration the target audience. "Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior." (pg. 9)
Chapter 3:
ReplyDelete1. Social marketing's utilization of the four P's models traditional marketing practices however instead of selling a tangible product social marketers sell the benefits of a changed behavior which presents unique challenges.
2. While social marketing has its own unique challenges it does utilize ideals found in more traditional marketing. "To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called the "marketing mix."" (pg. 13)
The unique challenges of social marketing require special tactics not always used in traditional marketing. The text discusses how this has led to the development of social marketing as a medium, "If motivating people to change their health or social behavior were as easy as convincing them to switch brands of toothpaste, there would be no need for the subfield of social marketing. But trying to affect complex and often emotion-based decisions is rather different from selling a tangible product." (pg. 14)
Chapter 4:
1.The process of social marketing consists of six non-linear steps as well as ethical consideration.
2. The six steps of a the social marketing process are not necessarily linear and can be revisited through feedback and changes at any time. As the book states, "In practice, social marketing is not necessarily a clear series of linear steps but rather a process of feedback and adjustment that might require revisiting past stages to make changes based on new information." (pg. 23)
Social marketing bust include ethical considerations including the well being of its target audience and the effectiveness of the change in behavior that it is promoting. " Social marketing can be used to either good or ill effect. Beyond just good intentions, its purveyors have a societal duty to carry out their mission in an ethical manner." (pg. 24)
Overall I understood the reading and the theses put forth by the author in each chapter. My one question would be in regards to the measurement of the effectiveness of a campaign. How could social marketers determine whether or not their program was successful in changing behavior or if it was some other outside influence?
1. Social marketing is a combination of multiple understandings of thinking and emotions to persuade the public for positive change in actions, but is not always appropriate for every public issue.
ReplyDeletea. “The key characteristic that distinguishes social marketing from commercial marketing is it’s purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.” The positive actions is what sets social marketing apart from commercial marketing as commercial marketing is for a business profit, but social marketing is for a change i n behavior or awareness for the better.
b. “A social marketing program would not be effective for certain issues such as complex problems with many contributing or confounding factors….” A often misunderstood illness such as Multiple Sclerosis would not be a very good cause to create a social marketing program for as it is misunderstood and very complex.
2. In order for a social marketing program to be effective, the program must have a clear and direct audience.
a. “Research forms the cornerstone of social marketing and makes program development a bottom-up process with guidance coming from the target audience rather than the usual top-down approach” Often too many programs are formed to a mass audience instead of to the core group of people that need to have the information. Research needs to be for a population not a census.
b. “ The social marketing method of segmentation advocates dividing your audience into different subgroups and developing strategies specifically for one or more of these groups.” Breaking down a mass group into smaller groups can allow for specialized marketing to each group’s specific needs.
3. A successful social marketing campaign incorporates the four p’s from regular marketing plans as well as the social marketing four p’s.
a. “ In the planning process, research with the target audience assists in making programmic decisions about the following” Product, Price, Place, and Promotion.” These four p’s are well known in regular marketing plans.
b. “Social marketing also adds some P’s of its own: Publics, Partnership, Policy, Purse strings.” These P’s are more specific to the needs of a social marketing campaign such as the purse strings as a commercial company would use it’s own revenue, social marketing campaigns often come from government grants. Partnership is another very important P as almost all successful social marketing campaigns come from multiple organizations working in union.
4. There are six basic guidelines in the social marketing process, but these six guidelines are not a stringent and concrete formula to create a ethical social marketing plan.
a. “The social marketing process consists of six general stages, each of which involves several different types of activities.” Within the six guidelines, there is much research and analysis that needs to go into the process which can be variable depending on what the issue at hand is.
b. “For example, manipulating or deceiving people can never be justified.” Although the end goal may be good, the process to get awareness out must be ethical as well. To create a mass hysteria to draw attention to a medical issue will only worry many people and may not even affect those who need the information.
Question: Does the ever evolving world of technology add more risk for less than ethical social marketing campaigns?
Chapter One:
ReplyDelete1. Social marketing is good at marketing everything but itself, in that in serves many purposes the greater good that it serves commonly misunderstand it.
2. "As with any tool, social marketing cannot be expected to solve every kind of health and social problem."
"All too often, the well-intentioned nonprofit director who uses marketing techniques to raise funds for the director's organization, or the health educator who creates a television commercial without even talking to the people the educator is trying to reach, believes that he or she is practicing social marketing."
There are many misconceptions about social marketing. It is commonly used today, but when it is it can be easily misused. Starbucks capitalizes on social marketing in that they don't only create a product, but an environment. Starbucks can almost be deemed a safe haven by some who go there for a peaceful writing, coffee-drinking, environment. Social marketing can be used to target a certain audience, which commercial directors may miss when mishandling social marketing.
How do morals play in to differentiating social marketing from other types of marketing?
Chapter Two:
Thesis:The key to mastering social marketing is to listen to your audience and do what best serves them, not what makes life easier for you, and that will make your marketing more effective.
I remember listening to the radio once in Boston, a few years ago, during a flu pandemic similar to the one we are experiencing currently. I heard an advertisement encouraging listeners to get their flu shot, and the way the ad was phrase was very different and varied from the hip hop station to the soft rock station. The hip hop station used African American Vernacular to appeal to its audience by saying "yo yo it's whack to not get yo flu shot" while the soft rock station aired an ad about a mother protecting her child.
This reminds me of what the book talks about when it mentions researching your audience and what kind of music certain people listen to. By doing these the ads tried to relate more to the proper audiences.
Even though the book says marketing isn't once size fits all, how close can an ad come to appealing to the mass audience?
Chapter Three:
Thesis: When it comes to social marketing, the ease of trial and adoption are an essential part of whether your campaign will be successful.
Easy access to a product is essential. Blame it on people today being lazy, or people being busy, which is where aperture comes in. People only have so little time to take in a product’s message, which is why it is essential for a campaign to key in on the important features of a product. Also, the cost of the product cannot outweigh its value. When people ask “what’s in it for me?” The answer should be quick, easy, and an efficient alternative to what they are already doing, while saving money. One common problem is health food. It is so expensive to buy healthy food, made without preservatives or chemicals, which is why people resort to food like McDonald’s. A campaign should be able to show someone why health food is worth its cost (because you’d live longer).
What can render a campaign ineffective even if it displays all these things?
Chapter Four:
When it comes down to it, social marketing is really an eight-step process that answers whether a campaign will be successful.
One of the earlier steps in the process is analysis. This ties into the earlier chapters that talked about researching your audience based on their needs, or a product based on the audience it could need.
One of the last steps is feedback, which is crucial. There are many ways to test whether an ad is effective or not using the public, which can be an invaluable tool. Focus groups, surveys, and general data-collecting can give professionals the information they need to analyze a group and start the cycle all over again.
Where can there be flaws in this eight-step system?
Chapter one:
ReplyDeleteSocial marketing is the use of commercial marketing principles to persuade people to voluntarily swap out behaviors for healthier ones, the benefits of the campaign going to individuals or society as a whole, and not to the marketer.
“These are the same methods that a company...uses...a focus on it’s consumers, market research, and a systematic process for developing a marketing program” (p. 4)
“Social marketing is at it’s best when used to to effect and sustain healthful or socially beneficial behavior change” (p. 5).
Social marketing and social media marketing are confusing terms and are apparently often misused interchangeably. Can social marketing be conducted using social media?
Chapter two:
The strategy for conducting an effective social marketing campaign involves choosing and researching your target audience well and developing a strategy based on how best to reach your audience while focusing on behavioral change.
“You need to be very clear about the behavior you want people to adopt...true success does not occur until someone takes action” (p. 7).
“An effective social marketing program focuses on the consumer all of its elements are based on the wants and needs of its target audience rather than on what the organization happens to be selling” (p. 11).
What are examples of successful for-profit companies that focus on the individual or society to sell their product?
Chapter three:
The four Ps of marketing (Product, Price, Place, Promotion) and the four Ps of social marketing (Publics, Partnership, Policy, Purse strings) are all key components of an effective social marketing campaign.
on Purse strings: “where will you get the money to create your program?” (p. 22).
on Partnership: “by teaming up with other groups in the community, your organization can extend its resources as well as its access to members of the target audience.” (p. 20).
It hadn’t occurred to me that Place played such an important role in campaign strategies; it makes sense to advertise snacks on the highway or by grocery stores to target business people coming home from work. I wonder what ads I encounter daily in precisely the right place?
Chapter four:
The social marketing process is made up of six steps (analysis, strategy development, program and communication design, pretesting, implementation, and evaluation/feedback) and as important it is to follow these steps it is important to do it in a way that is ethical.
“Behavior change is serious business, and it is preferable to do nothing rather than to implement a program that makes matters worse...manipulating or deceiving people to bring about a positive health or social outcome never can be justified.” (p. 25).
“Look at your program from all sides, particularly at the point where it ends, to identify any potentially harmful effects or ethically questionable components.” (p. 25).
If the purpose of social marketing is to persuade people to adapt behaviors that are better for the individual or society, why would paying an impoverished woman money to become sterilized be an example in this chapter? Who does this sterilization benefit?
Chapter 1-
ReplyDelete1. Social marketing is a powerful tool that can be used to persuade people to adopt healthy behaviors using the most effective thinking in a systematic process.
2. “ What if we could create a brand for health or social behaviors that people kept returning to over and over?... In fact, we can create this kind of brand using the tools of social marketing.” (p. 3)
“Social marketing is at its best when used to effect or sustain healthful or socially beneficial behavior change..” (p.5)
3. What would make an organization choose to use funds over social marketing?
Chapter 2-
1. In order for social marketing to work effectively, one must focus on behavior change, identify the audience, research the audience, build a comprehensive strategy, and follow a systematic process, all while developing a social marketing mindset.
2. “the bottom line for social marketers is behavior change” (p. 7)
“to be most effective, specify the audience for your program as precisely as possible. (p.8)
3. What is the difference between the social marketing bottom up process and the traditional top down process of program development?
Chapter 3-
1. Social marketing has 8 P’s (factors) of marketing, 4 of which come from traditional marketing: product, price, place, promotion, publics, partnership, policy, purse strings.
2. “Publics refers to both external and internal groups involved in the program” (p. 19)
“Your product must be designed to appeal to the target audience and be presented in a way that highlights its attractive features..” (p.14)
3. What is the most effective form of promotion?
Chapter 4-
1. The process of social marketing consists of 6 general stages: analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback.
2. “Thinking a program through to its next logical step might help to avoid problems arising as an unintended consequence of your actions” (p. 25)
“Evaluation occurs throughout the process of program development, not just at the end, and feedback is used at each stage to improve the program.” (p.24)
3. What is an example of a social marketing campaign that made matters worse?
Chap. 1 – The newest form of marketing, social marketing is a new way for the consumer to reach its target market in order to promote and advertise. Social marketing is a great way to spark and arouse the interest of consumers. The goal of social marketing is to increase customer satisfaction and increase program use.
ReplyDeleteChap. 2 – As a social marketer when developing a campaign you need to have an idea for a target audience. Detailed research is required in order to find the right target audience. The social marketers need to understand their target audience to properly arouse the consumer.
Chap. 3 – The four Ps of marketing, product, price, place, and promotion are all needed to achieve a social marketing campaign. These four Ps are related back to social marketing concepts and are essential to a successful social marketing campaign.
Chap. 4 – The six stages in social marketing consist of analysis, strategy development, program and communication design, pretesting, implementation, evaluation, and feedback. Each stage is important and is required to occur at a certain time for proper results.
What organization is the leader in Social Marketing?
Chapter 1
ReplyDelete1. Social Marketing seeks a positive influence on its audiences through creativity and active behavior. Customer satisfaction is a major concern when it comes to reaching targeted audiences.
2. Knowledge of the target audience is essential to successful social marketing. The process is quite strategic when it comes to consumer activity. Reflecting that consumer activity with positive messages is key.
Chapter 2
1. The General Public cannot be the primary target audience. The more specific the audience, the better off your plan is. Social marketing directly addresses the needs of a specific group of people.
2. Change cannot be promoted without knowing what people’s specific needs are. Since audiences can be various, segmentation of target audiences is important. This can be done through demographic, geographic, or psychographic segmentation. Knowing their lifestyles and consumption patterns will make reaching them much easier.
Chapter 3
1. Knowing your “P’s” is another key step in social marketing. Products, pricing, places, promotions, and partnerships are a few elements to success when presenting a message to a group of people. Looking at these elements as a whole rather than individual components will lead to success.
2. Clearly stating encouragement is another primary element. Positive messages from the get-go will be very beneficial to any social marketing plan. The idea is to portray positive behaviors and change. This starts with your attitude and initial approach to the plan itself.
Chapter 4
1. Ensuring that resources portrayed in your plan are available to the target consumers is essential. If the people you are trying to reach cannot obtain what you want them to have, then your plan is pointless. This involves extensive knowledge of your targeted audience.
2. Along with knowledge of who you are targeting, you need knowledge of why you are addressing them. Understanding what the needs, desires, and problems of your target is very beneficial to how successful your plan will be.
Chapter 1: Unlike methods such as educational or policy changes to create social awareness, social marketing is a unique and systematic approach to influence social behavior aimed to benefit the individual or society not a commercial business like traditional marketing.
ReplyDelete“ As organizations and government agencies search for solutions to bring about positive change on many of the most intractable problems in society, they are increasingly turning to the field of social marketing for answers.
“Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change.
Chapter 2: One of the most important factors in social marketing is targeting your audience as specifically as you can and then using the targeted group to tailor to their needs, this will create behavior change which is the sign of a successful campaign.
“Knowledge may be necessary but it’s usually not sufficient.”
“Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior.”
Chapter 3:
The four P’s of commercial marketing apply to social marketing strategies as well, but to go a step further a few new ones need to be considered, most importantly, purse strings.
“If the cost outweigh the benefits for an individual, then the product will not be as attractive, and the likelihood of the adoption will be low.”
“By teaming up with other groups in the community your organization can extend resources as well as its access to members of the target audience.”
Chapter 4: The six stages in social marketing are a map to creating behavior change, the analysis stage is one of the most important steps to identify whether the campaign targets the right audience and is addressing the whole issue.
“Social marketing provides a straightforward framework for program development that, if followed, ensures that each critical piece occurs at the proper time.”
“Look at your program from all sides, particularly at the point where it ends, to identify any potentially harmful effects or ethically questionable components.”
Even with extensive research and planning behavior change is a hard thing to sustain, what are techniques to ensure long term stability after an initial campaign?
Chapter 1:
ReplyDeleteUsing of Starbucks as an example of social marketing. This chapter is based aspect of a firm’s larger business plan which is to alter the consumer individual habits. The social marketing uses traditional marketing practice to sustainable lifestyle for the communities.
“Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services. The same techniques can be used to move from a focus of individual- based changes to working more broadly for change at the community level, including policymakers, media, and other community institutions.” p. 5
Chapter 2:
The social marketing is based on the consumer want to address and what they want to do.
“When you create a social marketing program, you will need to be very clear about what behavior change you want people to adopt.” p. 7
“Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior.” p. 9
Chapter 3:
The traditional four ‘P’s which is including product, price, place, promotion as well as factors such as publics, partnership, policy, that aid in help planning process where the target to identified through extensive research.
“Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of a successful program. A common misstep is to focus only on the promotion piece, ignoring the rest of the P’s, thereby creating a communications - and not a social marketing - campaign.” p. 13
Chapter 4:
This chapter is emphasizes on the being systematic is impart in the social marketing world.
"The process involves research at every stage, with constant reevaluation to assess whether the program is on track." "The social marketing process consists of six general stages, each of which involves several different types of activities: analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback." p.23
SECTION ONE- WHAT IS SOCIAL MARKETING?
ReplyDeleteChp.1
Through commercial marketing strategies, social marketing is the promotion of a behavior that will better society as a whole.
-"Social Marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use or build customer satisfaction with existing services," (5)
"-benefits accrue to the individual or society, rather than to the marketer's organization," (4)
Chp. 2 Targeting the correct audience will lead to successful strategic marketing.
"Objectives of your program will guide you in identifying the appropriate audience and research will help you to tailor your approach to that audience," (8)
"Did they ever ask the people they are trying to research what types of programs or services they need?" (8)
Chp.3 A successful social marketing campaign develops a comprehensive strategy by addressing the 4 P's- product, price, place and promotion, commonly referred to as the "marketing mix.
"A common misstep is to focus only on the promotion piece, ignoring the rest of the P's, thereby creating a communications-not a social marketing- campaign" (13)
"They have been adapted to fit social marketing practice and are used somewhat from how they are used in commercial marketing," (13)
Chp. 4 The social marketing process consists of six general stages: analysis, strategy development, program and communication design, pretesting, implementation and evaluation and feedback.
-The "process involves research at each stage," (23).
-"Process of feedback and adjustment," (23).
Chapter 1:
ReplyDeleteSocial Marketing is a means to promote adopting a certain behavior, rather than selling a product for a profit as in commercial marketing.
"Simply put, social marketing is the use of commercial marketing practices and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience or society as a whole."
Social marketing uses the same practice of branding. Campaigns rely on building a brand to sell behaviors, as companies do to sell any number of things. Communication and publication is tailored to suit the brand and the target audience, utilizing the basics of commercial marketing.
Chapter 2:
As with commercial marketing, social marketing is at it's core, research based.
" A strategic social marketing approach is based on research and includes thinking through elements like what the product is and its most salient benefits to the target audience, price considerations and how to reduce perceived costs,how to make the product available at the times and places where the audience will be most receptive, which promotional tools should carry the messages, and more."
Social marketers rely on research to target their audience, and to figure out what it is that their audience needs.
Chapter 3:
Social Marketing relies on the same 4 P's as commercial marketing, and each has its own important part to play in the mix.
"Product, Place, Price, Promotion. These often are called the 'four P's' of marketing, They have been adapted to fit social marketing practice and are used somewhat differently from how they have been used in commercial marketing."
Social also adds its own P's, to account for its nature, as a service to the public. These include Publics, Partnership, Policy, and Purse Strings. It can be said however that these Social P's could in fact be helpful for most commercial campaigns as well.
Chapter 4:
The framework of Social Marketing breaks the daunting campaign into smaller segments and tasks.
"Analysis, Strategy Development, Program and Communication Design, Pretesting, Implementation, and evaluation and feedback."
This framework, like most of the other principles, is common in commercial marketing as well.
The overlap of the two is helpful,and puts commercial marketing in a place to set the bar for the social campaigns.
Question- With so much overlap between social and commercial marketing, is the only difference the profit? We know that social marketing means to have the consumer adopt a behavior, however the same can be said for commercial marketing at times. Is Nike or any other sports brand's marketing not aimed at making you adopt a behavior as well? Don't they profit off of their audience adopting healthy lifestyles, and in turn buying shoes and clothes to support that behavior?
Chapter 1:
ReplyDeleteUnlike traditional marketing, social marketing seeks to influence behavior and promote positive change in a community.
The difference between social marketing and commercial marketing is that social marketing focuses on the individuals and society rather than the organizations concerns and marketing.
Chapter 2:
Knowledge of a campaign is not necessarily enough to get a behavioral change from the public, but know the target audience and basing the campaign around their needs is the most effective way to see change.
- One of the most important parts of social marketing is the ability to reach your target audience effectively.
- “Social marketing provides a systematic process to follow that ensure that programs are based on research rather than on one person’s idea of what looks good. Ideally, a campaign like this one would be part of the organization’s long-term social marketing strategy rather than a one-shot blip on the blister prevention radar screen. By developing a comprehensive strategy based on research, the Blister Council staff would already know the key messages they need to convey to the target audience and which media would be the most effective in reaching it as they prepare for Nation Blister Prevention Week” (p. 10)
Chapter 3:
A Social Marketing program is developed through six logical stages in order to avid any problems that may arise and potentially hinder the target audience.
The 4 p's of traditional marketing are: product, price, place, and promotion. These p's purely work to promote a product and tell consumers why they need it and why it's better than the competition.
The 4 p's of social marketing are: publics, partnership, policy, and purse strings. These key differences from the traditional marketing mix are what separates the promotion of a product, from the promotion of a way of life or a life-long social practice.
Chapter 4:
In the social marketing process there are six general stages that are used a guideline in creating a successful marketing plan.
“Thinking a program through to its next logical step might help to avoid problems arising as an unintended consequence of your efforts. An example is the man who responds to a smoking cessation promotion, only to find that all of the classes are booked for the next 4 months and therefore loses the motivation brought about by the social marketing campaign.” (p 25)
Question:
How, specifically, are positive and negative results measured after carrying out a marketing campaign? Is it strictly based on revenue, the light it's taken in, etc.?
Chapter 1-
ReplyDeleteChapter one discusses what social marketing is and is not. The definition includes the idea that social marketing focuses on changing people’s behavior for the better not selling a product. The change in behavior also benefits society not the marketers company. This chapter also points out social marketing should not be confused with social media marketing. The term social marketing has been high jacked by social media marketing because its use is so widespread. I wonder how effective these campaigns are when addressing very controversial topics like family planning.
Chapter 2-
The second chapter focuses on the need to know your target audience. The chapter supports this by saying you must not just address the “general public” but also instead choose a much more specific focus. This focus may be male teenagers or teenagers without an appropriate reading level so they needs pictures. The chapter also discusses how the marketers must try to look through the consumer’s eyes to determine the best marketing ideas. The goal needs to be focused on changing the consumer’s behavior not on what may be easy for the company to accomplish. I realize consumer input is important but would asking consumers for their opinion get accurate information to create a campaign around?
Chapter 3-
The Social Marketing Mix, chapter three explained the elements of social marketing and why they are important. The key pieces are the “four P’s” of marketing, product, price, place, and promotion as well as the P’s of social marketing, publics, partnership, policy, and purse strings. These make up the specific elements necessary for successful social marketing. One of the most important elements in purse strings and is explained very well because it distinguishes social marketing from commercial marketing. In social marketing capital often comes from grants and the government not the organization doing the marketing. Promotion is large part of the process but the others are important as well so I wonder how much time an organization may spend on each phase?
Chapter 4-
This chapter focuses on the steps in social marketing and how it must be used ethically. The steps are not steps in the idea that they are linear but instead they work as an ever-evolving process. So it is nice that the book displays these steps in a pyramid. Also the chapter discusses how behavior change can be used for good or bad things and that we must use these steps in an ethical manner. This means people must not be manipulated by your techniques. I wonder how often a behavior-modifying program must be shut down because of unforeseen negative consequences?
Chapter 1
ReplyDelete1. Social marketing is a strategy used by prosocial organizations in order to influence people to adapt certain behaviors that perhaps need more persuasion than "laying out the facts", but less regulations than strict policies.
- "Whether it's motivating kids to get active to prevent obesity, making recycling an automatic behavior, or tackling such a massive issue as poverty, professionals and policymakers are finding that social marketing offers an approach that brings together the most effective thinking from many different fields in a systematic process." This statement shows the process is more than an educational outreach, it's an interdisciplinary field.
- "The key characteristic that distinguishes social marketing from comercial marketing is its purpose; that is, the benefits accrue to the individual or the society rather than to the marketer's organization." This statement demonstrates how social marketing is a prosocial discipline rather than a capitalistic pursuit.
Chapter 2
The key to social marketing is honing in on who your audience is, researching them extensively, and additionally creating a consumer-centered strategy.
- "Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior." This statement shows the importance of knowing your audience and figuring out what makes them tick in order to obtain the results you want.
- "To be most effective, specify the audience for your program as precisely as possible . Think about all of the different groups you want to involve in your social marketing campaign." This statement clearly demonstrates the importance of a tailored message to your audience. As the book mentions, "one size fits all" is not an effective approach.
Chapter 3
While the traditional "marketing mix" employs 4 p's in its planning process, social marketing must adapt 4 additional p's which have a greater focus on promoting change in policies and changing people's ideologies vs their preferred product.
- The 4 p's of traditional marketing are: product, price, place, and promotion. These p's purely work to promote a product and tell consumers why they need it and why it's better than the competition.
- the 4 p's of social marketing are: publics, partnership, policy, and purse strings. These key differences from the traditional marketing mix are what separates the promotion of a product, from the promotion of a way of life or a life-long social practice, (like recycling, not smoking, etc.)
Chapter 4
The social marketing process is a non-linear set of steps which often involves backtracking, reevaluating, and constantly collecting feedback. It requires the utmost thoughtfulness, as behavioral change can have serious consequences.
- The social marketing process as depicted by a pyramid, visually displays how each step of the process builds on the next, and that each preceding step must be strong in order to support the following steps.
- "This means looking at each aspect of your program as you plan and implement it to consider whether it has the potential to do harm in any way." This statement shows that when one conducts a social marketing campaign, they must evaluate each step and consider ethical implications...no matter how badly they want a certain outcome.
Question: Who determines which behaviors are ethical or unethical? What if the potential good severely outweighed the bad?
(Shelby Mathews)
ReplyDeleteChapter 1:
Social Marketing is using techniques to attract consumers to adopt a behavior or mindset towards a particular product/brand that will alter what a whole society will think about the company that
uses the techniques.
-“Social marketing is at its best when used to effect and sustain healthful or socially beneficial
behavior change, increase program use, or build customer satisfaction with existing services." Pg 5
-“As organizations and government agencies search for solutions to bring about positive change on many of the most intractable problems in society, they are increasingly turning to the field of social marketing for answers” –Pg 3
Chapter 2:
One ad created from social marketing should not be designed for everyone as a whole and to be
successful there needs to be steps to find out the different groups, learn what to know, and what is
the best way to deliver the message.
-“Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find our what they want and need as well as what would have the greatest effect on changing their behavior,” –Pg 9
-“Without information on how best to reach the people most likely to get blisters…the council might not be doing much more than making its staff feel good.” –Pg 10
Chapter 3:
To successfully market a product, people need to know they have a problem, make the product look appealing, make it a reasonable price, and make sure the consumers are able to get the product.
-“If the product is priced too low or is provided free of charge, then consumers might perceive it as being less valuable. If the price is too high, then some will not be able to afford it.” –Pg 16
-“If your campaign urges the target audience to see doctors for screenings or information, then two pieces must be in place. First, target audience members must have access to doctors. Second, the doctors should be prepared to do what the campaign says they will do.” –Pg 17
Chapter 4:
There are six stages to follow to be successful in Social Marketing which includes understand the problem that is being addressed, how to address it, design the message, create samples for your audience to decide which is best, introduce the finished message, and receive feedback from the greater audience.
-“Preparation Is essential for success, and implementation must be monitored to ensure that every element proceeds as planned” – Pg24
-“Thinking a program through to its next logical step might help to avoid problems arising as an unintended consequence of your efforts.” –Pg 25
**If planning out the message to the audience is wise, are PR stunts a last minute resort?
Chapter 1
ReplyDeleteSocial Marketing is the use of marketing techniques to change a certain behavior, not to be confused with social media marketing.
"Simply put, social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience as a whole." pg 4
"Since the emergence of social media in the mid-2000s a large contingent of Internet-focused marketers have managed inadvertently to sow extensive confusion as they took over "social marketing" for their own purposes and shifted the balance of online references to the term over to their definition." pg 5
Chapter 2
Social Marketing requires knowing your audience and having your main focus on the certain behavior change you want them to make.
"Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior. Research forms the cornerstone of social marketing.." pg 9
"Once you adopt a social marketing mind-set, you might look at your organization in a different way...In all decisions, they look at the issue from the consumers' point of view...And as in commercial marketing, they keep their eyes on the bottom line--not sales but rather behavior change." pg 11
Chapter 3
The social marketing mix is made up of the eight P's: Product, Price, Place, Promotion, Publics, Partnership, Policy and Purse Strings.
"By teaming up with other groups in the community, your organization can extend its resources as well as its access to members of the target audience. Figure out which organizations have similar audience or goals as yours and identify ways in which you can work together so that you both benefit." pg 20
"If motivating people to change their health or social behavior were as easy as convincing them to switch brands of toothpaste, there would be no need for the subfield of social marketing. But trying to affect complex and often emotion-based decisions is rather different from selling a tangible product. The social marketing "product: is the behavior you want the target audience to adopt. pg 14
Chapter 4
Creating a social marketing program breaks a large task into smaller ones: analysis, strategy development, program and communication design, pretesting, implementation and evaluation.
"Social marketing provides a straightforward framework for program development that, if followed, ensures that each critical piece occurs at the proper time. The process involves research at every stage, with constant reevaluation to assess whether the program is on track." pg 23
"This means looking at each aspect of your program as you plan and implement it to consider whether it has the potential to do harm in any way. Behavior change is serious business, and it is preferable to do nothing rather than to implement a program that makes matters worse." pg 25
How are social marketing and social media marketing alike?
Chp 1
ReplyDeleteSocial marketing enables the use of marketing strategies and techniques in order to attract and influence a target audience to change their behavior. Social marketing persuades people to act in ways that can improve their health and well being or society as a whole.
Chp 2
Research is a key component of social marketing. It helps to understand the audience you are targeting and to create products that will benefit the target audience’s daily life.
“A strategic social marketing approach is based on research and includes thinking through elements like what the product is and its most salient benefits to the target audience, price considerations and how to reduce perceived costs, how to make the product available at the times and places the audience will be most receptive, which promotional tools should carry the messages, and more.” (pg 9)
Chp 3
When developing a social marketing campaign it is best to consider the 8 Ps or also know as the promotional mix. These Ps include product, price, place, promotion, public, partnership, policy and purse strings. The last four Ps in the mix are added for social marketing benefits. Each P will help the social marketing campaign be as successful as possible and most appealing to it’s target audience
Chp 4
A social marketing program is created through six logical stages in order to avoid any problems that may come up or affect the target audience. These stages are Analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback.
Even though much research and planning goes into each social marketing campaign, what techniques are used to ensure long term damages?
Chapter 1
ReplyDeleteSocial Marketing is a marketing strategy organizations use that utilizes unique steps and techniques to promote a change in behaviors or beliefs among a targeted audience.
“The key characteristic that distinguishes social marketing from commericial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.” (Weinreich, 4)
“Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services.” (Weinreich, 5)
Chapter 2
In order for social marketing to be effective an organization must find and research their target audience and find the most effective way to communicate and persuade them.
“...To create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behaviors” (Weinreich, 9)
“An effective social marketing program focuses on the consumer; all of its elements are based on the wants and needs of its target audience rather than on what the organization happens to be selling.” (Weinreich, 11)
Chapter 3
Much like commerical marketing, social marketing has its own marketing mix that can be used to create a success campaign.
“Social marketing also adds some Ps of its own: publics, partnership, policy, purse strings” (Weinreich, 13)
“A common misstep is to focus only on the promotion piece, ignoring the rest of the Ps, thereby creating a communications – and not a social marketing campaign” (Weinreich, 13)
Chapter 4
Creating a successful, and ethical, social marketing campaign may seem like a difficult task, but can be achieved by breaking the process down into manageable stages.
“The social marketing process consists of six general stages, each of which involves several different types of activities: analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback” (Weinreich, 23)
“Social marketing can be used to either good or ill effect. Beyond just good intention, its purveyors have a societal duty to carry out their mission in an ethical manner.” (Weinreich, 24)
Question: Does the time it takes to develop a successful marketing campaign vary widely from company to company or is there a general time line that these projects follow?
CHAPTER1
ReplyDelete1. Social Marketing is being able to use people’s emotions and feelings in a positive way in order inform them and gain positive public actions and results.
2A. “The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.” (4) This shows a difference in commercial and social based on the positive result, where as one is focused on financial gains, another is focused on positive changes and differences.
2B. “Since the early 1970’s, social marketing has emerged as an effective way of persuading people to voluntarily adopt healthy and prosocial behaviors for issues that may require more than just laying out the facts.” (4) This quote discusses how by doing this it can help persuade people to act in a positive changing way.
CHAPTER2
1. The social marketing is not always successful when given all the right information, and resources but instead must have a deep understanding of the audience that is being targeted.
2A. “Social Marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior.” (9) This show the need to understand and relate to the audience as to what they need in order to create change.
2B. “...example, a program for to prevent sexually transmitted diseases among teenagers might take different approaches for males, and females, for younger and older adolescents...” (8) This discusses different approaches for different people showing that the understanding of each audience is key in getting the message delivered.
CHAPTER3
1. In social marketing it is key to include both the four P’s of marketing, as well as the four P’s of social marketing.
2A. Examples listed for just one of the P’s in Promotion are essential for getting your business out there to the public in a wide variety of ways. This is just one example of how each P can represent a magnitude of items and ideas. “Advertising, Public Relations, Social Media, Promotions, Media Advocacy, Personal Selling, Special events, and Entertainment.” (18)
2B. “Considering each of these strategic elements as you develop the social marketing mix increases the likelihood of a successful program” (13)
CHAPTER4
1. There are six components that make up the social marketing process, however they must be used positive and ethical way.
2A. “Social Marketing can be used to either good or ill effect. Beyond just good intentions, its purveyors have a societal duty to carry out their mission in an ethical manner.” (25) This shows how they need to be used ethically and in a positive way no matter what.
2B. “The social marketing process consists of six general stages, each of which involves several different types of activities.” (23) It then lists all the stages that are needed to complete the process; Analysis, Strategy development, Program and communication design, Pretesting, Implementation, and Evaluation and feedback. All of these stages can be broken down into even smaller steps.
QUESTION
-How has technology evolved the six stages, and four P’s?
1. A. Social marketing is marketing that is geared towards persuading members of a community to adopt or change a behavior which benefits the well-being of society as a whole.
ReplyDeleteB. “Social marketing is at its best when used to effect and sustain healthful and socially beneficial behavior change, increase program use, or build customer satisfaction with existing services.”
“The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.”
2. A. Social marketing requires a systematic process of targeting and researching your audience, figuring out their needs and finally, addressing them.
B. “Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior.”
“Rather than providing services or designing materials the way in which the program director likes them best, social marketers ask their clients what they need to adopt a particular behavior.”
3. A. Social marketing relies on principles laid forth by those in commercial marketing but adds its own values to ensure that society is served by its campaign.
B. “Social marketing programs can do well in motivating individual behavior change but that is difficult to sustain unless the environment surrounding the target audience supports that change for the long run.”
“To have a viable product, people must first feel that they have a genuine problem and that the product offered is a good solution to that problem.”
4. A. The process of social marketing includes research and planning, design and implementation and feedback.
B. “In practice, social marketing is not necessarily a clear series of linear steps but rather a process of feedback and adjustment that might require revisiting past stages to make changes based on new information.”
“This means looking at each aspect of your program as you plan and implement it to consider whether it has the potential to do harm in any way.”
Chapter 1:
ReplyDelete1.) Social marketing is a type of marketing used to promote and encourage positive behavior to society as a whole.
2.) - “… social marketing is the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience or of society as a whole” (pg 4)
- “As organizations and government agencies search for solutions to bring about positive change on many of the most intractable problems in society, they are increasingly turning to the field of social marketing for answers”. (3)
Chapter 2:
1.) Social marketing requires a systematic process and research that identifies the target audience for the campaign.
2.) – “A strategic social marketing approach is based on research and includes thinking through elements like what the product is and its most salient benefits to the target audience, price considerations...” (9)
- “Social marketers know that to create effective programs, they must talk (and listen) to the people in their target audience to find out what they want and need as well as what would have the greatest effect on changing their behavior.” (9)
Chapters 3:
1.) Social marketing consists of a marketing mix, which are used to develop a successful campaign.
2.) - "Product, Place, Price, Promotion. These often are called the 'four P's' of marketing, They have been adapted to fit social marketing practice and are used somewhat differently from how they have been used in commercial marketing."
- “beyond the four p’s of traditional marketing – product, price, place, and promotion – social marketing must ad four more p’s to take into account its unique nature..” (19)
Chapter 4:
1.) There are six stages to the social marketing process that help create a successful program.
2.) - “The process can be visually depicted as the pyramid shown in fig. 4.1.” (23)
- “…. Social marketing is not necessarily a clear series of linear steps but rather a process of feedback and adjustment that might require revisiting past stages to make changes based on new information.” (23)
This comment has been removed by the author.
ReplyDeleteChapter 1.
ReplyDeleteSocial marketing is a way of conveniently influencing preferences of current past or future consumers, toward a companies goals.
Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction (p5). The benefits accrue to the individual or society rather than to the marketers organization(p4) Social marketing has emerged as an effective way of persuading people to voluntarily adopt healthy and prosocial behaviors for issues that may require e more than just laying out the facts.
How can social marketing reach out to those people not using social media platforms?
Chapter 2.
Social marketing focuses on connecting the consumer, via a systematic process that stimulates a more personal feeling than other forms of marketing.
A strategic social marketing approach is based on research and includes thinking through elements like what the product is and its most salient benefits (p9). Social marketers know that to create effective programs they must talk and listen to the people in their target audience to find out what they want and need well as what would have the greatest effect on their behavior
Is this systematic approach the only way to develop a champaign?
Chapter 3.
The marketing mix is a staple of creating a successful marketing campaign and incorporates traditional values along with new ones as well.
The four P's of marketing have been adapted to fit social marketing practice and are used somewhat differently from how they are used in commercial marketing (p13). Identify the attributes and benefits that can help position the product in the minds of the target audience (p14)
Has traditional marketing technics been influenced by social marketing as well?
Chapter 4.
Following the social marketing process as outlined will greatly increase the success of your campaign.
You must understand the problem you are addressing. Based on what you l learn in the analysis phase forms the foundation on which the rest of the program is built (p 23). Social marketing is a process of feedback and adjustment that might require revisiting past stages to make changes based on new information.
How do you measure how successful a campaign truly is?
Forgot to post my question!
ReplyDeleteQuestion: Are there certain techniques used to ensure that the desired behavior continues in the long run?
Section 1 – What is Social Marketing?
ReplyDelete-Thesis
-Two specific pieces of supporting documentation (ideas, concepts, steps,) to bolster thesis (2-3 sentences each.
-Single question about ALL chapters of Section 1.
Chapter 1:
-Companies, the government, and other institutions use social marketing in order to help our society, in the interest of our wellbeing.
-“...social marketing has emerged as an effective way of persuading people to voluntarily adopt healthy and prosocial behaviors for issues that may require more than just laying out the facts.”
-“The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.”
Chapter 2:
-The main goal of social marketing is to creative behavior change by creating a consumer-focused strategy of marketing.
-“Changing awareness, attitudes, and beliefs are all important steps on the path toward behavior change, but true success does not occur until someone takes action.”
-“The social marketing method of segmentation advocates dividing your audience into different subgroups and developing strategies specifically for one or more of these groups.”
Chapter 3:
-This chapter discusses the eight P’s of marketing, and how each of the play a large role in determining who to direct attention towards, how to create at attractive product, and how to successfully market it to the target audience.
-The eight P’s of marketing include product, price, place, promotion, publics, partnership, policy and purse strings.
-It is important to consider each of these aspects of creating a campaign.
Chapter 4:
-This chapter discusses each of the stages in the social marketing process, and how may having keen attention to the details in each step will lead to a successful campaign.
-"The process involved research at every stage, with constant reevaluation to assess whether the program is on track.:
-By looking ahead you can assess potential issues and solve them in advance.
I find it difficult sometimes to tell the difference between promotion and place. It seems like some things can fall under both of these categories, like special events. Am I right in suggesting that a special event could be both a promotion, and a channel to distribute the product?
SECTION I
ReplyDeleteChapter 1:
Social marketing is a system of promotion which focuses more on the positive impact it has on it’s audience rather than the personal gain/increased revenue of the company involved- although in recent years the concept/appeal of ‘social marketing’ has been unfortunately been misused.
“Simply put, social marketing is the use of commercial marketing and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience or of society as a whole.” (p. 4)
“The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.” (p. 4)
Chapter 2:
Although well intended, many social marketing campaigns do not focus on the consumer and the needs of the target audience vs. what the the materialistic objectives of the organization and thus the impact of their campaigns are ineffective. Instead, the success of a marketing plan should be focused on all aspects of the program, and the goal of ACTION/BEHAVIOR CHANGE above all else instead of blindly following a step by step process.
“When you create a social marketing campaign, you will need to be very clear about what behavior you want people to adopt. Changing awareness, attitudes and beliefs are all important steps on the path towards behavior change, but true success does not occur until someone takes action.” (p. 7)
“An effective social marketing program focuses on the consumer; all of its elements are based on the wants and needs of its target audience rather than on what the organization happens to be selling.” (p. 11)
Chapter 3:
The social marketing mix is a combination of various aspects of a campaign that need to be fully addressed in order to be most successful in the planning process. This includes the more traditional ideas (still used somewhat differently than in commercial marketing) of Product, Price, Place and Promotion as well as Social Marketing specifics such as Publics, Partnership, Policy and Purse Strings- all parts of this effort are important and interrelated with varying focuses.
“A common misstep is to focus only on the promotion pieve, ignoring the rest of the Ps, thereby creating a communications- and not a social marketing- campaign. This is like thinking you have solved the whole jigsaw puzzle because you put a piece on the table.” (p. 13)
Eg: Place- “You need to make it very easy for your target audience members to perform the behavior or encounter the messages you want them to think about; they will not got out of their way to find your campaign.” (p. 17)
Chapter 4:
The social marketing process incorporates a legitimate design for success (which can be visualized in a pyramid) that includes the following: Analysis, Strategy Development, Program and Communication Design, Pre Testing, Implementation and Evaluation and Feedback. One must also think critically about the ethical consideration in this process, and what kinds of positive or negative effects a social marketing campaign may have on its target audience.
“Social Marketing provides a straightforward framework for program development that, if followed, ensures that each critical piece occurs at the proper time.” (p. 23)
“Social marketing can be used to either good or ill effect. Beyond just good intentions, its purveyors have a social duty to carry out their mission in an ethical manner. This looking at each aspect of your program as you plan and implement it to consider whether it has potential to do harm in any way” (p. 25)
QUESTION:
In what ways can a social marketing campaign evaluate its own impact vs. the impact of outside factors in affecting its target audience?
• Chapter One
ReplyDeleteMain Point: Social marketing much like a paradigm shift is a practice of distributing an ideology to alter ones perspective on a certain subject or issue. Not a gimmick to sell any sort of product for an entities extrinsic pleasure but to relay a utilitarian message of value purely for the sake of good to come from it.
Quote 1: “The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.”
Quote2: “Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services.”
• Chapter Two:
Main Point: There is more to social marketing than just relaying a message across. A successful campaign entails a process consisting of steps such as building a skilled knowledgeable team, knowing and understanding your audience, and once getting the message out—how to really make people act on the message. Once all aspects of your campaign have been reached only then will a campaign be at its most successful.
Quote 1: “A strategic social marketing approach is based on research and includes thinking through elements like what the product is and its most salient benefits to the target audience…”
Quote 2: “To be most effective, specify the audience for your program as precisely as possible. Think about all the different groups you want to involve in your social marketing program.”
• Chapter Three:
Main Point: There must be a perfect balance in every department of a social marketing campaign, and efforts in the departments must be equally distributed and reasonable.
Quote 1: “Often, staff and supervisors must ‘buy in’ to the concept and planned execution of a campaign before it is ever shown to a target audience member.”
Quote 2: “Figure out which organizations have similar audiences or goals as yours—although not necessarily the same goals—and identify ways in which you can work together so that both can benefit.”
• Chapter Four: Once an organization has reached stability in its departments, recognized its audiences, and reached a goal that the team can agree on. Implementation of your campaign needs to begin, but even then there’s a logical process leading up to the distribution and after to such as feedback to make it successful.
Quote 1: “Thinking a program through to its next logical step might help to avoid problems arising as an unintended consequences of your efforts.”
Quote 2: “ Look at your program from all sides, particularly at the point where it ends, to identify any potentially harmful effects or ethically questionable components.
Section 1
ReplyDeleteCh 1
Social marketing is a unique marketing tool (characterized by key features) that has proven to be an effective way of persuading people to change their behaviors/beliefs.
-Social marketing is used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction. (p5) The key characteristic that distinguishes social marketing, is its purpose: that is, the benefits accrue to the individual or society rather than to the marketers organization. (p4)
Ch 2
When you are trying to come up with a social marketing program that’s aimed at changing behavior, you have to keep in mind your objectives when researching and determining who your target audience is, deciding on a strategy, and you must follow a systematic process to get the work done.
-The objectives of your program will guide you in identifying the appropriate audience and research will help you tailor your approach to that audience. (p8) A strategic social marketing approach is based on research and includes thinking through all the various elements of the project. Following a systematic process allows the work to be completed based on research rather than on what looks good. (p10)
Ch 3
When planning a social marketing program, it’s important to consider the marketing mix.
-The marketing mix consists of product, price, place, promotion, publics, partnership, policy, and purse strings. Considering each of these elements will increase the likelihood of the program’s success. (p13)
Ch 4
A social marketing plan is best organized when following a framework that will help organize when tasks will be completed, that is constantly monitored and re-evaluated.
-The social marketing process has 6 stages (analysis, strategy development, program/communication design, pretesting, implementation, evaluation/feedback) and if followed, ensure that each critical piece occurs at the proper time. The process involves research at each stage with constant evaluation to assess whether the program is on track. (p23)
Ch. 1 "The product would be fun and easy to use, aligned with their values, and its communications would be tailored to feel like the brand was talking directly to them"
ReplyDeleteQuote 1: The behavior would simply become the obvious choice, without having to make a conscious decision to do it. In fact, we can create this kind of brand using tools and techniques of social marketing.
Quote 2: As organizations and government agencies search to bring about positive change on many of the most intractable problems in society, they are increasingly turning to the field of social marketing for answers. Whether its motivating kids to get active to prevent obesity, making recycling an automatic behavior, or tackling a massive issue such as poverty, professionals and policymakers are finding that social marketing offers an approach that brings together the most effective thinking from many different fields in a systematic process.
Ch 2 "The social marketing approach differs greatly from how health and human service organizations typically go about developing programs or materials."
Quote 1: The endless barrage of awareness campaigns on various topics has conditioned people to thing that the best cure for any problem is to offer up all the facts about an issue and assume that people will do the right thing. Once they understand the problem exists, surely they will see the light.
Quote 2: When you create a social marketing program, you will need to be very clear about what behavior you want people to adopt. Changing awareness, attitudes, and beliefs are all important steps on the path toward behavior change., but true success does not occur until someone takes action.
Ch. 3 "To develop a comprehensive strategy, social marketing borrows an idea from traditional marketing practice called the "marketing mix"."
Quote 1: These often are called the "four P's" of marketing. They have been adapted to fit social marketing practice and are used somewhat differently from how they are used in commercial marketing.
Quote 2: The first step in defining your product is to be very clear about the behavior you are seeking to encourage; it should be something that can actually be observed. Ask yourself, "What would it look like if someone successfully completed the behavior?" Rather than your product being "ending prejudice against people with developmental disabilities," identify the specific behaviors you want people to do or avoid.
Ch. 4 "Social marketing provides a straight forward framework for program development that, if followed, ensures that each critical piece occurs at the proper time."
Quote 1: Social marketing can be sued to either good or ill effect. Beyond just good intentions, its purveyors have a social duty to carry out their mission in an ethical matter.
Quote 2: Thinking a program through its next logical step might help to avoid problems arising as an unintended consequence of your efforts. This will preclude situations such as the woman who just learned of a potential tumor through a social marketing based mammography screening program but does not receive a referral for further testing. Another example is the man who responds to a smoking cessation promoting, only to find out that all of the classes are full for the next 4 months and therefore loses the motivation brought about by a social marketing campaign.