This blogging assignment is due as a threaded blog post below by Wednesday, 1/30 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 BOTH sections (II and III), 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 for both sections.
Game on,
Dr. W
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ReplyDeleteSection II
ReplyDeleteChapter 5
In social marketing formative, primary, secondary, quantitative, and qualitative research will all be very important in understanding the audience, issue and developing a strategy.
“Research plays a key role throughout the social marketing process-in understanding the issue and audience to develop an effective strategy, in tracking the implementation of the program, and in assessing the success of your efforts. If the word research is too daunting for you, think of it as gathering information from many different sources.” (29)
“In the pretesting stage, primary research is unavoidable; you must test your message and materials with your own target audience. Such research also is necessary to asses the effects of he social media program once it has been implemented” (30)
Chapter 6
There are many stages when analyzing an issue, and for social marketers it is important to analyze them all for their problem, environment, and resources so they can effectively partner with others.
“By understanding the problem and the environment, you will be better to identify potential opportunities and stumbling blocks for the program. A realistic assessment of your available resources will help you narrow the scope of the program or may highlight the need for participation from other groups.” (33)
“Corporate partnerships offer different types of opportunities for a social marketing program. If a company manufactures or sells a product or service that is related to the behavior you are promoting, or if their primary customers are your main target audience, see if you can work with them to mutual benefit.” (44)
Chapter 7
Understand focus groups are very important when working in social marketing because they lead to specific insights that are needed to understand the audience and environment.
“Focus groups are the research method most often associated with social marketing programs. They are used to obtain insights into people’s perceptions, beliefs, and language related to a particular issue.” (56)
“Interpreting focus groups involves several levels of analysis. Within each focus group, look at the words spoken by individuals as well as the key points made by the groups as a whole.” (62)
Section III
Chapter 8
It is important to segment your target audience and be able to identify and market to their specific and distinct lifestyle.
“Similarly, social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each segment. Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience.”(69)
“The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefor, are liable to respond to particular messages similarly. Think of a segment as a horizontal slice of a pyramid that represent the whole population.”(70)
Chapter 9
The social marketing strategy should come from previous research, consist of an objective and goal, and be considerate of the 8 P’s described in chapter 3.
“As discussed in Chapter 3, the social marketing helps you to think through a comprehensive strategy for your program. Brainstorming about each element of the marketing mix based on what you found in your research will prepare you for the next stage of the social media process-program and communication design.”(80-81)
“This strategy might need to be modified as you do more research, but it will serve as a reference point throughout the program development process. In the strategy, you will set goals and measurable objectives, consider the elements of the marketing mix as they relate to your program, and create a work plan for program development.”(79)
Question: How do you know if you have conducted enough research?
Chapter 5
ReplyDeleteThesis: Using various forms of research ensures marketers they have developed the correct marketing strategy (formative research), are properly maintaining the project, and help determine the outcome of the campaign.
Supporting Documentation: “Research plays a key role throughout the social marketing process- in understanding the issue and audience to develop an effective strategy, in tracking the implementation of the program, and assessing the success of your efforts (29).”
“The role of formative research in social marketing is to guide the initial development of the program (29).”
Chapter 6
Thesis: It is critical for marketers to analyze the problem, environment, and resources of the campaign prior to developing its social marketing strategy.
Supporting Documentation: “The environment can be either a help or a hindrance, presenting opportunities or barriers. To create sustained behavior change, the environment must be conducive to the actions you are promoting (36).”
“If you find that your current resources are not adequate for the type of program you had envisioned, then you have two choices: Either narrow the parameters of the project or find more funding (41).”
Chapter 7
Thesis: Honing in on a target audience allows social markers to form focus groups, which help identify the best method to approach the public.
Supporting Documentation: “Focus groups are the research method most often associated with social marketing programs. They are used to obtain insights into people’s perceptions, beliefs, and language related to a particular issue. Focus groups can be used at several points in the social marketing process-to conduct preliminary research for strategy development, to test messages and concepts, to pretest draft executions, and to evaluate the target audience’s response to the social marketing program (56).”
Chapter 8
Thesis: Segmentation allows social marketers to be more strategic while narrowing in on a target audience and ensures the campaigns message will be effective.
Supporting Documentation: “Target audience segmentation is one of the central features of social marketing borrowed from commercial practice. Companies such as McDonald’s know their consumers inside and out and create advertising aimed at particular segments of the population (69).”
“The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly (70).”
Chapter 9
Thesis: Setting goals and objectives allows social marketers to easily keep track of the progress made throughout the campaign, as well as establish an ultimate end for campaign development.
Supporting Documentation: “Having measurable objectives from the outset is a way in which to assess the success of the program (79).”
“The goal of the program refers to the overall change in health or social problem your program will strive to reach…(79).”
Question: If a misstep happens during the steps described in section 2 and 3, is there a way to recover without having to start from square one?
Chapter 5:
ReplyDelete1. Research is a key component of the social marketing process and is the groundwork for what a campaign is built on.
2. “Research plays a key role throughout the social marketing process- in understanding the issue and audience to develop an effective strategy, in tracking the implementations of the program, and assessing the success of your efforts.” (page 29)
Combining both qualitative and quantitative research methods provide multiple viewpoints to the question at hand. By including various research methods throughout the program development process you are able to gain a better understanding of the issue.
Chapter 6:
1. Analyzing the problem and environment and using available resources will give a project the most success.
2. “By understanding the problem and environment, you will be able to identify potential opportunities and stumbling blocks for the program.” (page 33)
I think it is smart advice to encourage the marketers to outline potential problems that they could encounter throughout the program and how they would avoid/handle the situation. It is also good advice to clearly identify the beliefs, behaviors etc., of the target audience because this is a huge component of success.
Chapter 7:
1. Social marketers can gain the most helpful information from listening to the target audience in a focus group setting.
2. “Focus groups are the research method most often associated with social marketing programs.” (page 56)
Social marketers uses many different types of qualitative methods of research including; focus groups, in-depth interviews, case studies, observational studies.
Research questions fall into four different categories; knowledge, attitudes and beliefs, behaviors, communication channels.
Chapter 8:
1. Successful segmenting allows marketers to tailor a message to a specific group of people based on very detailed criteria.
2. “Segmenting helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience.” (page 69)
Segments can be based on a variety of factors; geographic, demographic, physical/medical, psychographic, attitudinal and behavioral.
Criteria to consider in creating segments; segment size, problem incidence, problem severity, defenselessness, reachability, general responsiveness, incremental costs, responsiveness to marketing mix, organizational capability.
Chapter 9:
1. After adequate research is done, a social marketing strategy consisting of measurable goals/objectives, marketing mix and work plan may be created.
2. Goals and objectives must be specific, measurable, achievable, relevant and time framed. The marketing mix focuses on the eight P’s (product, price, place, promotion, publics, partnership, policy and purse strings. The work plan outlines how you will achieve your goals of the project.
Question: What do social marketers do (regarding segmenting) if researchers do not have sufficient information or understanding of your target audience?
Chapter 5:
ReplyDeleteI) Formative Research is used within the first four steps of the social marketing process and aids in developing the strategy.
II) Formative Research includes problem and environmental analysis, target audience research, and pretesting of messages and materials. Research can be gathered through Primary Research (collect data yourself; targeted to your specific program) or Secondary Research (Using data that has already been collected; journal articles, census, books). Research may also be Quantitative (statistically significant; surveys, random samples) or Qualitative (understand of why; focus groups, in-depth interviews, and observational studies).
Chapter 6:
I) Before beginning to plan a social marketing program, social marketers analyze the problem that will be addressed, the environment the program will be implemented in, and the resources available for the program.
II) Analyzing the problem helps determine factors such as what aspect of the problem you should address as well as what the consequences of the problem are. Analyzing the environment helps determine the opportunities and barriers the environment may present to your program. These may include social, environmental, political, or demographic factors within the community. Analyzing the resources available for the program helps determine a realistic program in relation to your budget.
Chapter 7:
I) Primary Research uses both qualitative and quantitative research to gather in-depth and detailed information about the segments of your target audience’s knowledge, attitudes/beliefs, behaviors, and communication channels.
II) Focus Groups are one way in which social marketers collect insights into the target audience’s beliefs, perceptions, and language in relation to the particular problem their program wishes to address. Focus groups can range from 5-10 people, and should include participants that do not know each other too well.
Chapter 8:
I) Social Marketing requires segmenting the target audience in order to tailor the message to the specific needs of the particular groups.
II)“Segmentation is to identify distinct groups of people who are like each other in key ways…” (pg. 70) Segments can be based on demographics, geography, or grouped based on similar attitudes or beliefs. Two types of segments to consider are those ‘targets of reach,’ which are the people who “would have the biggest pay-off if they were to adopt the target behavior,” (pg. 71) as well as ‘targets of opportunity,’ which are the “segments that are the easier to reach or change.” (pg. 72) Overall Segmentation helps a social marketing team determine the groups most reachable and how to spend resources most effectively.
Chapter 9:
I) Once preliminary research has been completed it is important to set the Goals and Objectives of the Social Marketing Program.
II) The Overall Goal should be realistic and “refers to the overall change in health or social problem your program will strive to reach.” (pg.79) Objectives are measurable and realistic steps that must be taken in order to reach the goal, and are not “the activities you will use to get there.” (pg.79)
Question:
If messages must be tailored for different segments of the target audience, what strategies and considerations can be used to keep tailored messages consistent within one social marketing program?
Chapter 5
ReplyDeleteThere are three kinds of research--formative, primary and secondary, and quantitative and qualitative--that are all important through the social marketing process.
"Each type of research is used at different points during the process; formative research aids in the development of the strategy and includes the problem and environmental analysis, target audience research, and pretesting of messages and materials." pg 29
"There are times when one type of data is more appropriate than the other, but by integrating research methods throughout the program development process, your overall understanding of the issue will be much deeper." pg 31
Chapter 6
Social marketers need to know their market before they can plan a social marketing program.
"Social marketers must analyze several major issues when beginning to plan a social marketing program, including the following: the problem to be addressed, the environment in which the program will be implemented, resources available for the program." pg 33
"If you are planning a social marketing program, then you probably are already familiar with the topic you will be addressing. If not, then you might need to learn more about the issue before proceeding. Either way, research will help determine the approach the program should take." pg 33
Chapter 7
Finding out more about the various target audience segments through focus groups is important in order to determine the best way to reach these people.
"Words that come straight from the horse's mouth often are ore useful in helping you to develop appropriate messages than are preprocessed secondary data. The key at this stage is to learn as much as possible about the world and worldview of each target audience segment." pg 53
"By separating each segment of your target audience into its own focus group, you can identify any differences that might exist among subgroups. Putting similar people together will also help them feel more comfortable speaking candidly."
Chapter 8
You need to decide which segments of the target audience you will focus on in order to develop a strategy.
"Segmentation will help you to be more strategic in developing your program. Even if you feel that the issue is one that affects people across the population, narrowing down the audience allows you to tailor the message to specific needs of particular groups." pg 69
"The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly. Think of a segment as a horizontal slice of a pyramid that represents the whole population." pg 70
Chapter 9
Setting goals, objectives and finding your social marketing mix is key to creating a work plan.
"Having measurable objectives from the outset is a way in which to assess the success of the program. Without having a destination in sight, you might steer in the wrong direction, never knowing you have lost your way." pg 79
"The social marketing mix helps you to think through a comprehensive strategy for your program. Brainstorming about each element of the marketing mix based on what you found in your research will prepare you for the next stage of the social marketing process--program and communication design." pg 81
Is it generally better to focus on one segment or various? And how general should each segment be?
Ch 5
ReplyDeleteResearch is key to any social marketing campaign. There are several different kinds of research, including formative, primary, secondary, quantitative and qualitative – a combination of all these types leads to a successful marketing process.
-“Research plays a key role throughout the social marketing process - in understanding the issue and audience to develop an effective strategy, in tracking the implementation of the program, and in assessing the success of your efforts.
-“There are times when one type of data is more appropriate than the other, but by integrating research methods throughout the program development process, your overall understanding of the issue will be much deeper.”
Ch 6
Analysis is the next step in social marketing. You need to assess the problem and environment you’re working in by asking some important questions, such as aspects, epidemiology, and consequences of the problem, as well as conducting research and interviews.
-“By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program.”
-“Your campaign will be just one of many messages that people receive in the course of their days. Knowing what you are competing with will help you break through the clutter.”
Ch7
This chapter focuses on how to conduct formative research – that is, research conducted before the program is implemented. This research should be qualitative as well as quantitative. Finally, this chapter discusses the techniques and strategies for running focus groups.
-“The key at this stage is to learn as much as possible about the world and worldview of each target audience segment.”
-“Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problems. Ideally, both quantitative and qualitative methods should be used together for a more complete picture.”
Ch 8
Discusses how to best segment your target audience to create a more effective social marketing campaign.
-“Although your initial inclination might be to create an all-inclusive campaign, segmentation will help you to be more strategic in developing your program. Even if you feel that the issue is one that affects people across the population, narrowing down the audience allows you to tailor the message to specific needs of particular groups.”
-“ Social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each segment.”
Ch 9
Outlines how to build a social marketing strategy after identifying the target audience and conducting research. This involves setting goals and objectives, a preliminary social marketing mix, and creating a work plan.
-“…you can start to build a program strategy. This strategy might need to be modified as you do more research, but it will serve as a reference point throughout the program development process. In the strategy, you will set goals and measurable objectives, consider the elements of the marketing mix as they relate to your program, and create a work plan for program development.”
-“Effective objectives clearly state who will do or change what by when and by how much.”
Question: What should a social marketer do if they are unable to find willing participants for focus groups? Are there other strategies available that will yield similar results as that group conversation?
Section II
ReplyDeleteChapter 5
Formative, primary, secondary, quantitative, and qualitative researches are very beneficial in the social marketing process.
“Research plays a key role throughout the social marketing process-in understanding the issue and audience to develop an effective strategy, in tracking the implementation of the program, and in assessing the success of your efforts. If the word research is too daunting for you, think of it as gathering information from many different sources.” (Pg29)
“Process evaluation research refers to the monitoring systems you put in place before and during implementation to track what is happening in the program and how people are responding in real time.” (Pg29)
Chapter 6
When analyzing an issue, it is important to analyze for their problem, environment and resources so that they can come together as a partnership.
“By understanding the problem and the environment, you will be better to identify potential opportunities and stumbling blocks for the program. A realistic assessment of your available resources will help you narrow the scope of the program or may highlight the need for participation for other groups.” (Pg33)
“Corporate partnerships offer different types of opportunities for a social marketing program. If a company manufactures or sells a product or service that is related to the behavior you are promoting, or if their primary customers are your main target audience.” (Pg44)
Chapter 7
Target audiences allow social marketers to form focus groups.
“Focus groups are the research method most often associated with social marketing programs. They are used to obtain insights into peoples perceptions, beliefs, and language related to a particular issue.” (Pg56)
“Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problem.” (Pg54)
Section III
Chapter 8
Segmentation allows social marketers to be more tactical when dealing with specific target audiences.
“Similarly, social marketers can use segmentation to identify the groups most reachable by social marketing campaign and to position their product for each segment. Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience.” (Pg69)
“Target audience-segmentation one of the central features of social marketing borrowed from commercial practice. Companies such as McDonald’s know their consumers inside and out and create advertising aimed at particular segments of the population.” (Pg69)
Chapter 9
Setting goals and objectives allows social marketing to be an easier process for building the social marketing strategy.
“The goal of the program refers to the overall change in the health or social problem your program will strive to reach, for example, “to decrease the incidence rate of HIV infection in the target population by 10%” or “to reduce household water use by 15%.” (Pg79)
“The objectives may relate to changes in knowledge, attitudes, skills, or behaviors of the primary or secondary target audiences; changes in the environment or policy, or policy; or project milestones.” (Pg79)
Question: Is there ever enough or too much research involving social marketing?
Chapter Five:
ReplyDeleteI) An important part of the social marketing process is doing proper research.
II) "Research plays a key role throughout the social marketing process--in understanding the issue and audience to develop an effective strategy, in tracking the implementation of the program, and in assessing the success of your efforts." (p29)
Research helps guide the early stages of a program by addressing several questions including: What is the problem? Who is the target audience? What product can be offered that will appeal to the target audience? How is the target audience best reached? What is the best social marketing mix? (p29-30)
Chapter Six:
I) Before entering into a social marketing campaign, analysis is needed in order to learn and understand what is going on inside the target community.
II) "By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program. A realistic assessment of your available resources will help to narrow the scope of the program or may highlight the need for participation from other groups." (p33)
"To create sustained behavior change, the environment must be conducive to the actions you are promoting. After analyzing the situation, you might realize that the program should devote resources to creating a supportive context for your target audience's behavior change efforts." (p36)
Chapter Seven:
I) Once secondary research is completed, primary research is needed in order to add more depth and detail to your understanding of the problem(s) at hand.
II) "[The] aim is to get a clear and complete picture of how best to reach each segment of your target audience. The research questions fall into the following generic categories...: Knowledge, attitudes and beliefs, behaviors, and communication channels." (p53-4)
"Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problem. Ideally, both qualitative and quantitative methods should be used together for a more complete picture." (p54)
Chapter Eight:
I) The use of segmentation in a social marketing campaign will make it more likely to be positively received by the target audience.
II) "...Narrowing down the audience allows you to tailor the message to specific needs of particular groups. 'Targeting' the general public is like using scattershot ammunition to try to hit a bull's-eye; it is possible but not very efficient." (p69)
"Companies such as McDonald's know their consumers inside and out and create advertising aimed at particular segments of the population...The same product--a meal at McDonald's--is being promoted, but different benefits are touted to each consumer segment." (p69)
Chapter Nine:
I) Having measurable, realistic objectives for a social marketing campaign will make the process run smoothly and with precision, increasing the probability of having a successful campaign.
II) "Effective objectives clearly state who will do or change what by when and by how much. When writing your objectives, keep in mind the SMART format to ensure they will be useful in guiding your program and evaluating your success. The acronym stands for: Specific, measurable, achievable, relevant, and time framed." (p80)
"Objectives are critical for both planning and evaluation. They must be measurable, for how else will you know if you have accomplished what you set out to do? Consider how much change you can realistically expect to achieve as compared to the baseline data. There is nothing worse for morale than to come up short against unrealistic objectives, particularly when you do achieve a relatively high degree of change." (p80)
Question:
What are some ways of making sure objectives of a campaign do not become unrealistic while still being ambitious at the same time?
Chapter 5
ReplyDelete1) One of the key things that you have to do for a social marketing campaign is the research
2) a) The role of formative research in social marketing is to guide the initial development of the program
b) Research plays a key role throughout the social marketing process- in understanding the issue and audience to develop an effective strategy, in tracking the implementations of the program, and assessing the success of your efforts.” (Page 29)
Chapter 6
1) There are 3 issues that need to be analyzed when beginning to plan a social marketing program and they are 1. The problem to be addressed, 2. The environment in which the program will be implemented 3. Resources available for the program.
2) a)“By understanding the problem and the environment, you will be better to identify potential opportunities and stumbling blocks for the program. A realistic assessment of your available resources will help you narrow the scope of the program or may highlight the need for participation from other groups.” (33)
b) “nothing occurs in a vacuum, and yur program is no exception. Your campaign will be just one of many messages that people receive in the course of their days. Knowing what you are competing with will help you break through the clutter” (Page 36)
Chapter 7
1) There are two different types of methods to conducting formative research and they are Qualitative Methods and Quantitative Methods. By using these research methods they can find helpful information from focus groups.
2) “Focus group bring together small groups of individuals with similar characteristics for a focused conversations about a particular topic. By conducting several focus groups with each segment, you might be able to identify the most effective messages or approaches to use.” (Page 54)
“Focus groups are the research method most often associated with social marketing programs.” (Page 56)
Chapter 8
1) Targeting is something that is very useful as you can narrow down the audience that you want and tailor a message to that specific need of the group you want to talk to, the other way to think of this is to segment the audience.
2) “the goal for segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly.”
“Identify the “target of risk” that is, the segments that would be more likely to have the problem because of their behaviors, attitudes, or other factors.”
Chapter 9
1) Once you have done all the research that you can do you then have to start to make goals and objectives that you can reach and that can be measure so that you can keep track of all the progress that you are doing.
2) “Having measureable objectives from the outset is a way in which to assess the success of the program”
“Objectives describe the intermediate steps that must be taken to reach each goal.
Question: if after spending lots of time and money on the research of the marketing plan, there still is not enough information to get a satisfactory strategy what is the next step?
Section II
ReplyDeleteChapter 5
1) It is very important to conduct research from multiple sources in order to create a good strategy and to track and evaluate the progress of your marketing campaign.
2) There are three types of research, which are used during different parts of the social marketing process: formative research, process evaluation research, and summative evaluation research (page 29). This research is either primary or secondary research, depending on the sources of the information, and it can be either quantitative or qualitative (pages 30,31).
Chapter 6
1) When planning and developing a social marketing campaign, it is important to analyze many factors, some being: the problem, the environment surrounding the campaign, as well as the necessary resources.
2) “By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for your program.“ One must also estimate the correct amount of necessary resources, which will help to better focus and center the campaign (page 33).
Chapter 7
1) When conducting formative research is important to gain as much knowledge about your target audience as possible the best way to do this is to speak with them in the form of focus groups.
2) “Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problem” (page 54). Both qualitative and quantitative research methods should be used because they each give different information about a target audience (page 54). Focus groups “…are used to obtain insights into people’s perceptions, beliefs, and language related to a particular issue” (page 56).
Section III
Chapter 8
1) Segmentation helps you to connect with your target audience in the most successful and effective way.
2) “In addition to aiding in understanding the audience, segmentation can help you to spend resources more efficiently” (page 69). It is important to consider the geographic, demographic, physical/medical, psychographic, attitudinal, and behavioral characteristics that could influence the response of specific groups (page 70).
Chapter 9
1) When creating a social marketing strategy, one must set goals and objectives that they are able to test and measure that are based off of prior research, and also take the marketing mix into account.
2) Goals are the change that one wants to reach, while objectives “describe the step by step process that has to be followed in order to complete a goal (page 79). The marketing mix consists of the 8 P’s, which are product, price, place, promotion, publics, partnership, policy, and purse strings (pages 81,82).
Question: When creating focus groups is it best to make them as homogeneous as possible or does this create a “groupthink” issue?
Chap 5
ReplyDeleteFormative research guides the preliminary development of a social marketing program; it includes primary, secondary, qualitative and quantitative research.
-Secondary research is “the most efficient way in which to gather information” (30). However, “primary research has the benefit of being tailored to the specific needs of your program” (30).
-“In the quantitative world, things are black and white; they are either statistically significant or not” (31). “On the other hand, qualitative research methods help you to understand the ‘why’ of an issue” (31).
Chap 6
By fully analyzing and understanding the problem and environment it is easier to identify opportunities and difficulties for a program.
-“Research will help determine the approach the program should take” (33) by answering questions such as “What aspect of the problem will you address? and What is the epidemiology of the program?” (34)
-“The environment can either be a help or a hindrance, presenting opportunities or barriers. Knowing what you are competing with will help you break through the clutter” (36).
Chap 7
Primary research is used to learn as much as possible about the “world and worldview of each target audience segment” (53) to develop a thorough understanding of how best to reach each segment.
-Qualitative Methods: Through focus groups “you might be able to identify the most effective messages or approaches to use” (54). “The intimate nature… [of in-depth interviews] leads to more detail” (54). Case studies are a way of “gaining an in-depth understanding” (54).
-Quantitative Methods: KAB studies “can be very useful for… understanding the audience’s demographics, psychographics, and behaviors” (55). “Intercept Surveys are commonly used to pretest program materials” (55).
Chap 8
Segmentation helps to detect groups that are the most reachable by the social marketing campaign and to determine how best to position the product for each segment.
-“Identify the ‘targets of risk,’ that is, the segments that would be more likely to have the problem because of their behaviors, attitudes, or other factors. Targeting the people in these segments would have the biggest payoff if they were to adopt the desired behavior” (71).
-“It is natural… to want to change everyone at once or even to start with the hardest to reach groups first” (72). However the advantage of targeting the “targets of opportunity,” “the people who are ready to change or are more easily reachable is that you will see results right away, and those people can then help you reach out to others” (72).
Chap 9
A social marketing strategy establishes goals and measurable objectives, as well as taking into account marketing mix at a preliminary stage, and developing a work plan for program development.
-“The goal of the program refers to the overall change in the health or social problem your program will strive to reach. Ask yourself, ‘How will the world look different if we achieve the goal?’” (79)
-“Objectives describe the intermediate steps that must be taken to reach each goal. When writing your objectives keep in mind the SMART format to ensure they will be useful in guiding your program and evaluating your success” (79-80).
Question
What are the most efficient methods of formative research when factors (money, time, etc...) limit diversifying methods?
-Corin Vallee
Chapter 5
ReplyDelete1. Formative research is the collection of information which serves to help understand the issue and audience, as well as pretest possible marketing messages.
2. Two different approaches to gathering information are primary and secondary research. Primary research means you are collecting data on your own, while secondary research is when data is recorded from previous study sources such as a journal article or a marketing database. There are quantitative and qualitative data types. Quantitative research yields statistical data, while qualitative research helps understand the “why” of an issue.
Chapter 6
1. When planning a social marketing program, social marketers need to analyze the problem, the environment, and the resources they have available.
2. Analyzing the environment can include establishing the demographic factors, political climate, other involved organizations, and competing messages surrounding the issue. Internal resources are the money available, personnel, office facilities, and access to the target audience.
Chapter 7
1. To gain maximum knowledge about a topic, use qualitative and/or quantitative methods or formative research.
2. Focus groups are strong methods of qualitative research. Lead by a moderator who asks appropriate questions to prompt specific conversations, focus groups can generate ideas on how to take an effective approach on your marketing process. Intercept surveys are an effective way to gather quantitative data. By interviewing target audience members, you are able to pretest program materials and see how effective they are.
Chapter 8
1. Segmenting your audience allows for different approaches towards specific segments which hone in on what individuals require if they are to accept the intended message.
2. Resources need to be allocated for each segment. Some segments may be more attractive to social marketers who will allow more resources to go in their direction to ensure positive results. Secondary audiences may also be segmented. They can be studied in relation to how they affect, and what they do to affect the primary audience. By researching secondary audiences, the marketer gains extensive knowledge on the individuals of these specific groups.
Chapter 9
1. A social market strategy consists of goals, objectives, and a work plan to delegate tasks and stay on schedule.
2. The social marketing mix can help aid in making a marketing strategy. By considering each “P’ in relation to your target audience segments, you can gain a better idea on how to carry out your marketing campaign. A work plan keeps everyone on track and motivated to be finished by the deadline. The work plan should include tasks and sub-tasks, individuals’ responsibilities, deadlines, and resources needed.
Q: After segmenting a target audience, do social marketers always focus more of their energy towards those segments which are more likely to accept their message, or those which are more likely to reject it?
CHAPTER 5
ReplyDeleteResearch is a necessity in the social marketing process; different types of research will be done at different points in the process; formative being the initial development stage.
Research will be needed to define problems, define target audience, identify barriers, and compile a marketing mix. Using backward research can be beneficial in determining whether you will need primary (tailored/specific data) or secondary research (efficient/published data.) Quantitative and qualitative research both play different roles in research and will render different results. Using both types of research together can provide different views on the same situation.
CHAPTER 6
To find success; prior to creating a social marketing campaign, the marketers must know the ins and outs of the target market.
Several factors need to be analyzed in the preliminary stages of creating a social marketing campaign; the problem that is being addressed, the environment the campaign is targeting, and the resources that are currently available for implementation. (33) It is common for the vision of the campaign the be larger than the resources available. In such situations it is recommended to either decrease the vision initially or put efforts towards raising more funding.
CHAPTER 7
Focus groups have proved to be helpful insights into the target audience's preferences/likes/dislikes; the goal in this phase is to learn as much as possible regarding your target audience.
Quantitative and qualitative research should be done to gain insight into target audience's motives. The most important part of a focus group is the participants who take part in the focus group; recruitment, the environment and the questions asked will all play a key role in the results.The analysis of the results should show main ideas or themes that are common in most responses. It is very important to not take responses out of context thus creating bias.
CHAPTER 8
Segmenting the target audience will allow for a more specific and tailored message for each group.
Segmentations groups should be based upon criteria such as demographics, and geographic location; groups should have similar beliefs, attitudes and even behaviors. Target audience segmentation allows companies to understand and know their consumers inside and out, allowing them to create advertisements aimed at particular audiences.
CHAPTER 9
Goals and objectives, marketing mix, and a work plan gives social marketers a common vision, in addition to check points along the way to ensure that they are on track.
Goals and objectives must follow the SMART format (specific, measurable, achievable, relevant, and timely); this has been recognized as a successful strategy in setting future goals and objectives. The marketing mix focuses on the eight P's discussed in previous chapters, now we narrow down and brainstorm each P with our target audience in mind.
Question: Which companies have a well established system of segmenting their target market? What are they doing that the other companies have not caught onto?
Chapter 5:
ReplyDeleteFormative, primary, secondary, quantitative and qualitative research is crucial to gather information and understand your audience before developing your strategy.
"Formative research aids in the development of the strategy and includes the problem and environment analysis, target audience research, and pretesting of messages and materials." (29)
"Using both quantitative and qualitative research provides different perspectives on the same situation. There are times when one type of data is more appropriate than the other, but by integrating research methods throughout the program development process, your overall understanding of the issue will be much deeper." (31)
Chapter 6:
Analyze the issues at every angle to see what works and what doesn't work so you don't run into snags, so look at your environment and make sure it is viable, check out your resources and make sure they are available.
Analyze both your environment and the problems and narrow down your audience based on these factors that exist and clue in to ways to reach your audience. There are many creative new ways we can reach our audience that go beyond the traditional radio and television and the research can give us this information. Make sure you are keeping within your budget, there are plenty of ways to work with resources that are low budget and partnering is a great way to share the cost.
Chapter 7:
Going directly to the experts, such as focus groups, at this point in your research will help you to develop your segmented audience for your marketing campaign.
"Focus groups are the research method most often associated with social marketing programs. They are used to obtain insights into people's perceptions, beliefs, and language related to a particular issue." (56)
Focus groups often take much preparation, but you generally get the most bang for your buck from a really successful focus group if you have the right questions and the group naturally takes on a course of discussion covering your topic.
Chapter 8:
It is important in social marketing to first segment your audience before developing your marketing plan.
Your audience can be segmented into so many different factors, you just need to decide what criteria is most important for your target audience so tailor your information wisely to get the what is most important.
"When you have determined the segmentation categories, you must decide how you will approach allocation within a program. The next step is to choose your strategy using your resources." (72)
Chapter 9:
Once your research is complete, start setting the goals and objectives to keep you on task for a successful social marketing program.
"Consider each "P" of the social marketing mix in relation to your target audience segment (if you are targeting more than one segment, then you may have a different mix for each). Remember that the marketing mix may change as you have additional brilliant flashes of insight or learn through pretesting that the target audience is less than enthusiastic about your initial approach." (81)
Question:
If you have done your research and segmented your audience, how will you know that your social marketing strategy reached its goal?
Chapter 5
ReplyDeleteThe key point of the social marketing campaign is about the research. Then, a role of formative research in social marketing is to guide the initial development of the program.
Chapter 6
Analysis need to learn and understand the target community.
“Corporate partnerships offer different types of opportunities for a social marketing program. If a company manufactures or sells a product or service that is related to the behavior you are promoting, or if their primary customers are your main target audience.” (Pg44)
Chapter 7
Social marketers to form focus groups----target audiences.
"Words that come straight from the horse's mouth often are ore useful in helping you to develop appropriate messages than are preprocessed secondary data. The key at this stage is to learn as much as possible about the world and worldview of each target audience segment." (pg 53)
Chapter 8
Target audience and be able to identify and market to their specific and distinct lifestyle that is very important.
“Segmenting helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience.” (page 69)
Chapter 9
After reseach, a social marketing strategy consisting of measurable goals/objectives, marketing mix and work plan may be created.
“The objectives may relate to changes in knowledge, attitudes, skills, or behaviors of the primary or secondary target audiences; changes in the environment or policy, or policy; or project milestones.” (Pg79)
Chapter 5: Research is an integral part of creating a successful social marketing campaign.
ReplyDelete- Formative research identifies the target audience as well as their way of thinking, helps uncover the problem that needs to be addressed, and aids in choosing an appropriate marketing mix.
- Secondary research utilizes research previously done by other researchers. This gives an inside look at the experiences of others and can be applied to your own work.
- Qualitative research helps you to understand peoples’ behaviors, characteristics, and demographic research through methods such as observation and in-depth interviews.
Chapter 6: Analysis is a key step for social marketers as it helps them to understand their opportunities and weaknesses, strengths and threats.
- Analyzing the problem that needs to be addressed can help to narrow down what approach or stance to take on the social marketing campaign. “For example, a social marketing program addressing child abuse might try to convince abusive parents to stop hitting their children. It could make it easier for teachers or community members who suspect abuse to make reports to the authorities” (p. 34).
- Understand the environment makes campaign success more achievable. The example in the book states that promoting healthy eating in an inner-city area without access to healthy foods is unlikely to have a positive impact or high rate of action taken by the target audience.
Chapter 7: There are a variety of ways to conduct formative research, which are crucial to having a profound understanding of the target audience and ultimately creating a successful campaign.
- Probing at the knowledge, attitudes, beliefs, behaviors, and communication channels of the target audience allows social marketers to understand how “each target audience segment thinks about and deals with the problem” (p. 54).
- Observational studies are a highly useful way of understanding consumer behavior. While they must be carefully planned, this type of formative research “involves watching members of the target audience engage in an activity relevant to the program to determine whether they perform the desired behavior correctly or at all” (p. 55).
Chapter 8: There is no such thing as an “all inclusive campaign,” and part of the process of determining primary target audiences includes segmenting.
- By identifying certain characteristics of the members within a group, messages can be tailored accordingly to have optimal success within the campaign. Segments can be based on geography, demography, physical/medical factors, psychographic factors, attitudes, and behaviors.
- Once these segments have been determined, social marketers can decide how and where to allocate resources. There are nine factors that can determine how to efficiently strategize (segment size, problem incidence, problem severity, defenselessness, reachablility, general responsiveness, incremental costs, responsiveness to marketing mix, and organizational capability).
Chapter 9: Once the research phase of the campaign is over, this data can be used towards building an effective and appropriate program strategy.
- Understanding the background information that was collected in the previous stage helps to create reasonable and achievable goals and objectives. This is a crucial component for later on when measuring success. “Without having a destination in sight, you might steer in the wrong direction, never knowing you have lost your way” (p. 79).
- The previous research found allows social marketers to create an appropriate “preliminary social marketing mix.”
- With a better idea of what lies ahead, efforts can be made to create a plan of action. “the final step in the planning stage is to create a work plan for program development, implementation, and evaluation” (p. 84).
Question: how do you determine what is an appropriate amount of research?
Devon Winter
ReplyDeleteSection II
Ch 5
1) Research is the foundation of the social marketing process, leading to the formation of an appropriate marketing strategy.
2) “ The Role of formative research in social marketing is to guide the initial development of the program p.29.” It is followed by primary and secondary research as well as quantitative and qualitative research. Each form of research further brings the social marketing process to an appropriate strategy. For example, “ quantitative methods such as standardized surveys, random samples, and statistical analysis. The results of quantitative research help you to understand how many people believe or behave a certain way, which characteristics are related to each other, and the probability that any behavior change was related to exposure to your program p.31.”
Ch6
1) For social marketing the analysis indentifies what problems are to be addressed, the type of environment, and resources available to solve the problem within the environment.
2) In the analysis for ones social marketing process one must ask, “ What knowledge, attitudes, and behaviors are related to the problem p.35?” as well as “ What social, economic, or demographic factors might be at work in the community p.36?” One must ask how these issues will impact the resources one may have if at all.
Ch7
1) In the conducting of formative research ones main goal is to find the best and most efficient way to reach the individual segments of ones target audience.
2) How one would do this is by customizing the following in order to fit ones marketing strategy “ knowledge, attitudes and beliefs, behaviors, communication channels p.54.” In trying to find the best ways in which to reach a target audience the social marketer can narrow its search by using a marketing database. “ Marketing database typically are compiled by commercial firms and provide information about a target audience’s lifestyle, psychographics, media habits, and consumer spending activities p.55.”
CH 8
1) A key social marketing strategy is segmenting the target audience in order to reach the groups most responsive to the marketing campaign. “
2) The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly p.70.” This is very important to the success of ones marketing strategy as well as “ to determine the most important segmentation criteria, consider which are the most important factors that determine whether a target audience member adopts the relevant behavior p.71.”
CH 9
1) The research and data collect now enables the social marketing strategy to commence now that the problems and segments of ones target audience have each been addressed.
2) In creating the plan that will help to execute the social marketing strategy the following objectives will be addressed “ Tasks and subtasks, person responsible, deadline, resources needed p. 84.” “ Objectives are critical for both planning and evaluating p.80.”
Question:
What is the most important factor of the analytical process in order to successfully execute a social marketing strategy?
Section ii
ReplyDeleteChapter 5:
1.In the social marketing process formative, primary, secondary, quantitative, and qualitative research are crucial in understanding the different aspects of your program.
a.“Research plays a key role throughout the social marketing process-in understanding the issue and audience to develop an effective strategy, in implementation of the program, and in assessing the success of your efforts.” (page 29)
b.“In the pretesting stage, primary research is unavoidable; you must test your messages and materials with your own target audience.” (page 30)
Chapter 6:
2.Analysis is very important in a social marketers work, including analyzing the problem, environment, and resources available.
a.“Social marketers must know as much about the market they are entering as someone considering opening a new pizza delivery service in a particular community…social marketers must analyze several major issues when beginning to plan a social marketing program…” (page 33)
b.“By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program. A realistic assessment of your available resources will help to narrow the scope of the program or may highlight the need for participation from other groups.” (page 33)
Chapter 7:
1.Another step in creating an effective social marketing campaign is researching your target audience by breaking them into segments and studying them closely.
a.“To determine the best way in which to reach the people in each segment, go directly to the experts—members of the segments themselves.” (page 53)
b.“Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problem. Ideally, both qualitative and quantitative methods should be used together for a more complete picture.” (page 54)
Section iii
Chapter 8:
1.Segmenting the target audience will be more helpful in developing your program than trying to target a general audience.
a.“Although your initial inclination might be to create an all-inclusive campaign, segmentation will help you to be more strategic in developing your program.” (page 69)
b.“Target audience segmentation is one of the central features of social marketing borrowed from commercial practice. Companies such as McDonald’s know their consumers inside and out and create advertising aimed at particular segments of the population.” (page 69)
Chapter 9:
1.Setting goals and objectives while also taking the marketing mix into account will help you create a viable work plan for your program.
a.“The goal of the program refers to the overall change in the health of social problem your program will strive to reach…objectives describe the intermediate steps that must be taken to reach each goal.” (page 79)
b.“The social marketing mix helps you to think through a comprehensive strategy for your program.” (page 79)
If after following all the necessary steps outlined in these sections and you find that your campaign is going nowhere, what is the best move? should you stop or start over?
Section II
ReplyDeleteChapter 5
Thesis: Research is extremely important in the social marketing process because it helps the topic be thoroughly understood and supported while helping the audience directly relate and/or understand what the message is.
1. “…to decide how best to reach your target audience with your message, you will need to find data on the types of media it pays attention to and where it gets its information on your issue, not just the standard knowledge, attitudes, and behaviors statistics.”
2. “Generally, the most efficient way in which to gather information is through secondary research data from studies already conducted by other researchers or organizations.”
Chapter 6
Thesis: In social marketing, it is important to analyze all aspects of your potential plan including demand, customers, competition, and costs.
1. “By understanding the problem and the environment, you will be better able to identify potential opportunities and stumbling bocks for the program.”
2. “Having learned as much about the problem as possible, particularly as it relates to your community or area, turn your attention now to the environment that will surround the social marketing program.”
Chapter 7
Thesis: Many detailed, in-depth questions should be asked during primary research as well as attention to different focus groups.
1. “Focus groups bring together small groups of individuals with similar characteristics for a focused conversations about a particular topic. By conducting several focus groups with each segment, you might be able to identify the most effective messages or approaches to use.”
2. “Focus groups are the research method most often associated with social marketing programs. They are used to obtain insights into people’s perceptions, beliefs, and language related to a particular issue.”
Section III
Chapter 8
Thesis: Segmentation is essential in the strategic developing of a program and it helps significantly with reaching out to one specific target audience.
1. “Target audience segmentation is one of the central features of social marketing borrowed from commercial practice…social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each segment.”
2. “In social marketing, it often is more useful to go beyond simple demographics such as gender and race—although these also might be quite important—to attitudes and behaviors.”
Chapter 9
Thesis: Developing a strategy is important in the process of creating a program.
1. “Effective objectives clearly state who will do or change what by when and by how much. When writing your objectives, keep in mind the SMART format to ensure they will be useful in guiding your program and evaluating your success. (i.e. Specific, Measurable, Achievable, Relevant, and Time framed)
2. “The work plan should help to keep the project on schedule by making sure that all staff know their roles and how they relate to the tasks other are performing.”
Question: What is the absolute, most beneficial element of the overall process of creating a program and how do you determine whether or not it will be able to reach the target audience effectively?
Section II
ReplyDeleteChapter 5: Research is essential in developing an effective campaign that will successfully reach the target audience.
-“Each type of research is used at different points during the process: Formative research aids in the development of the strategy and includes the problem and environmental analysis, target audience research, and pretesting of messages and materials. Process evaluation research refers to the monitoring systems you put in place before and during implementation to track what is happening in the program and how people are responding in real time. Summative evaluation research helps you determine the effects of your program on reaching your goals and objectives, particularly in whether you brought about changes in factors such as knowledge, attitudes, and behaviors” (pg. 29).
-“Before you start any research, know why you are collecting that information. Andreasen suggests a process called ‘backward research’ in which you first identify the key decision points of the program and then determine the information needed to make those decisions” (pg. 30).
Chapter 6: Analyzing the environment that a program will be launched into is key to its success.
-“Social marketers must analyze several major issues when beginning to plan a social marketing program: The problem to be addressed, the environment in which the program will be implemented, and resources available for the program” (pg. 33). This stage is important to learn more and understand which approach to take with your message.
-“Having learned as much about the problem as possible, particularly as it relates to your community or area, turn your attention now to the environment that will surround the social marketing program… Knowing what you are competing with will help you break through the clutter” (pg. 36).
Chapter 7: To know more about the segmented audience, use qualitative and quantitative research (e.g. focus groups) to gather insight on other options and beliefs.
-“To determine the best way in which to reach the people in each segment, go directly to the experts- members of the segments themselves.” (pg. 53) Rather than conducting secondary research, perform primary research with focus groups to get direct opinions and information about your message.
-With a focus group a mediator asks a group of 8 to 10 people a series of questions to discuss. “The process begins with the development of a topic guide- a sort of ‘road map’ for the moderator to follow. The topic guide provides an outline of the topics to be covered, which helps to keep the discussion on track and makes sure nothing is left out” (pg 59).
Section III
ReplyDeleteChapter 8: In order to have an efficient and effective campaign it is important to identify the specific groups of people to target and how to best reach them.
-“The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly.” (pg 70) Segmenting audiences allows marketers to understand groups of people with similar beliefs, attitudes, and behaviors.
-“In social marketing, it often is more useful to go beyond simple demographics such as gender and race- although these also might be quite important- to attitudes and behaviors.” (pg. 70) People of similar genders and race often act very differently. By targeting those who share similar behaviors and attitudes, one can better gauge how people of similar beliefs will respond.
Chapter 9: To create a comprehensive social marketing strategy, set measurable goals and objectives to guide the work plan and state desired outcomes.
-“Having measurable objectives from the outset is a way in which to assess the success of a program” (pg 79). Being able to measure your objectives in a metric way will increase your ability to track the success of the campaign.
-“When writing your objectives, keep in mind the SMART format… Specific: what observable change will occur? Measurable: What metrics will you use to track the extent of the change? Achievable: Given your available resources, what type and amount of change is reasonable to expect? Relevant: Is the objective laser focused to move you closer to your overall goal? Time framed: What amount of time is reasonable to allocate to accomplish this objective? (pg 80)
Question: When is it more beneficial to segment "targets of opportunity" (those who are easier to reach/ change) or "targets of risk" (those whose behavior/ attitude you are trying to change).
Section II
ReplyDeleteChapter 5
Thesis: In the beginning stages of the social marketing process, formative research, primary /secondary research, as well as quantitative/qualitative research are all essential for creating the base of the campaign.
Documentation:
“Formative research aids in the development of the strategy and includes the problem and environmental analysis, target audience research, and prestesting of messages and materials” (pg29).
“By thinking through the exact type of data needed, you can decide whether to use primary or secondary research and quantitative or qualitative approaches” (pg30).
Chapter 6
Thesis: Before creating a social marketing program, three issues must be analyzed: the problem, the environment, and the available resources.
Documentation:
“By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program” (pg33).
“If you find that your current resources are no adequate for the type of program you had envisioned, then you have two choices: Either narrow the parameters of the project or find more funding” (p41).
Chapter 7
Thesis: After identifying the target market, utilizing a focus group becomes the most informative way to gain insight.
Documentation
“They are used to obtain insights into people’s perceptions, beliefs, and language related to a particular issue” (pg56).
“Within each focus group, look at the words spoken by individuals as well as the key points made by the group as a whole. Also, compare the main ideas that emerged across all the focus groups to identify similarities and differences in the findings” (62).
Section III
Chapter 8
Thesis: Segmentation of the target audience can become key when positioning the product and allowing for efficient use of resources.
Documentation:
“If certain subgroups of the target audience are at higher risk for the problem you are addressing (“target risks”), then you might consider concentrating the program on those groups. In addition, you might identify some segments as being easier to reach or ready to make a behavior change (“targets of opportunity”)” (pg69).
Resource allocation strategies: Allocating 1) equal amounts of resources to all relevant segments, 2) different amounts of resources to each segment, 3) all resources to only one or a small number of key segments. (pg72)
Chapter 9
Thesis: As a result of careful research, a social marketing strategy must develop measurable objectives and marketing mix.
Documentation:
“The objectives may relate to changes in knowledge, attitudes, skills, or behaviors of the primary or secondary target audiences; changes in the environment or policy; or project milestones” (pg79).
“Brainstorming about each element of the marketing mix based on what you found in your research will prepare you for the next stage of the social marketing process- program and communication design” (pg81).
Chapter 5
ReplyDeleteA) In the social marketing process, formative research, primary and secondary research, and quantitative and qualitative research are all very necessary steps in order to have a successful campaign.
B) "Research plays a key role throughout the social marketing process"
Chapter 6
A) The analysis is one of the key components in a social marketing process because it helps to define what the problem is, and what factors will contribute to the program.
B) "Social marketers must analyze several major issues when beginning to plan a social marketing program…”
C) "By understanding the problem and environment, you will better able to identify potential opportunities and stumbling blocks for the program."
Chapter 7
A) It is important for social marketers to gather formative research in order to reach their target audience segments in the most effective and efficient way.
B) "Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problem."
Chapter 8
A) There are several ways to segment your target audience in order to reach a specific and precise group of people, who are most likely to respond to the campaign.
B) "... social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each segment. Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience."
Chapter 9
A) The next step after research includes building a program strategy, which includes setting goals and objectives, creating a marketing mix, and developing a work plan.
B) "On the basis of the results you have conducted, you can start to build a program strategy."
C) "In the strategy you will set goals and measurable objectives, consider the elements of the marketing mix as they relate to your program, and create a work plan for program development."
Question:
Although there are many campaigns who have followed this process, several of them have still not become very popular. What is the main difference between a company that does succeed and one that does not?
Section 2
ReplyDeleteChapter 5
Research is very important to the social marketing process. “Formative research aids in the development of the strategy and includes the problem and environmental analysis, target audience research, and pretesting of messages and materials.” “Summative evaluation research helps you determine the effects of your program on reaching your goals and objectives, particularly in whether you brought about changes in factors such as knowledge, attitudes, and behaviors.”
Chapter 6
Analyzing several factors before beginning research can help to find the questions that are most important to focus on. “A realistic assessment of your available resources will help to narrow the scope of the program or may highlight the need for participation from other groups.” “Knowing what you are competing with will help you break through the clutter.”
Chapter 7
Primary resources, focus groups in particular, are the most appropriate way to develop appropriate messages for the segment you are targeting. “Focus groups are the research method most often associated with social marketing programs. They are used to obtain insights into people’s perceptions, beliefs, and language related to a particular issue.” “With a good topic guide, key issues will emerge naturally, without the moderator bringing them up.”
Section 3
Chapter 8
Targeting different segments of your audience will have different payoffs. “Targeting the people in these segments [targets of risk] would have the biggest payoff if they were to adopt the desired behavior.” “But the advantage of targeting the people who are ready to change or are more easily reachable is that you will see results right away, and those people can then help you reach out to others.”
Chapter 9
After doing your research, a set of goals and objectives can help you figure out how to proceed. “When writing your objectives, keep in mind the SMART format to ensure they will be useful in guiding your program and evaluating your success.” “Brainstorming about each element of the marketing mix based on what you found in your research will prepare you for the next stage of the social marketing process—program and community design.”
Question:
Are there any methods of primary research that are as effective using a focus group?
Chapter Five:
ReplyDelete1. Chapter five explains the important role that research plays in the social marketing process.
2. “Formative research occurs throughout the first four steps of the process: analysis, strategy, development, program and communication design, and pretesting.” (pg. 30) Formative research answers important questions such as, “Who will be your target audience?” “Using both quantitative and qualitative research provides different prospectives on the same situation.” (pg. 31) These two research methods provide valid and reliable results.
Chapter Six:
1. Chapter six argues that before planning a social marketing program, social marketers must analyze three considerable questions to gain insight.
2. “To create sustained behavior change, the environment must be conducive to the actions you are promoting.” (pg. 36) By analyzing the environment beforehand, social marketers can avoid potential conflicts. Partnership allows social marketers to build connections with others who share the same goal. “ . . . a powerful campaign requires groups throughout the community to come together in a coordinated effort.” (pg. 42)
Chapter Seven:
1. Conducting formative research gains insight on how to reach the target audience by using qualitative and quantitative research methods.
2. Social marketers use one research method, focus groups, frequently. “They are used to obtain insights into people’s perceptions, beliefs, and language related to a particular issue.” (pg. 56) Qualitative and quantitative research techniques each provide, “a different type of insight into your target audience members’ lives.” (pg. 54)
Chapter Eight:
1. Segmenting the target audience allows social marketers to pinpoint reachable groups and position their product accordingly.
2. “The balancing act lies in choosing between segments that are not very different from the population as a whole versus being so specific that only a small number of people fall into the segment.” (pg. 70) Many factors influence the categories when segmenting your target audience. “To determine the most important segmentation criteria, consider which are the most important factors that determine whether a target audience member adopts the relevant behavior.” (pg. 71)
Chapter Nine:
1. Developing a program strategy sets measurable objectives and goals in order to evaluate the success.
2. “The objectives may relate to changes in knowledge, attitudes, skills, or behaviors of the primary or secondary target audiences; changes in the environment or policy; or project milestones.” (pg. 79) Setting objectives creates a concise plan to help reach each goal. Effective objections are specific, measureable, achievable, relevant, and time framed. “Objectives are critical for both planning and evaluation.” (pg. 80)
Question: While planning, do social marketers ever set their measurable objectives/goals first?
ReplyDeleteSection II
Chapter 5
1. Formative research is used to direct the development of the social marketing campaign and it is important to look at primary and secondary research, as well as quantitative and qualitative studies.
“Qualitative research helps you to understand the issue from the target audience members’ points of view and enables you to find out why they think or so something the way they do” (p. 31)
“Generally, the most efficient way in which to gather information is through secondary research data from studies already conducted by other researchers or organizations...You most likely will need to use a combination of secondary and primary research” (p. 30).
Chapter 6
Social marketers must analyze three major issues when planning a campaign: the problem, the environment where the program will take place, and resources available for the program.
“To create sustained behavior change, the environment must be conducive to the actions you are promoting” (p. 36).
“A program needs more than money to succeed; it takes skilled personnel, adequate office facilities, access to the tarfet audience, and (not least of all) time” (p. 40).
Chapter 7
Focus groups are an effective research method for collecting useful information, which is invaluable to help design your social marketing program and it is important to know all about who to choose for participants, how to recruit them, where they are from and the environment the group is held, questions to ask participants, and moderating skills when conducting a focus group.
“Focus groups are used to obtain insights into peoples perceptions beliefs, and language related to a particular issue...to conduct preliminary research for strategy development, to test messages and concepts, to pretest draft executions, and to evaluate the target audience’s response to the social marketing program” (p. 56).
“Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problem. Ideally both qualititative and quantitative methods should be used to together for a more complete picture” (p. 54)
Section III
Chapter 8
After researching and getting to know and understand your primary target audience, you can then further target specific groups through audience segmentation, which is to identify distinct groups of similar people in your audience who are likely to respond to messages in the same way.
2. “Segmentation will help you to be more strategic in developing your program...narrowing down the audience allows you to tailor the message to specific needs of particular groups” (p. 69).
“Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience...in addition, you might identify some segments as being easier to reach or ready to make a behavior change” (p. 69).
Chapter 9
After analyzing the results of the research, the next step is to build your social marketing strategy, which can be used as a reference point throughout the process; the strategy consists of setting goals and objectives.
“The goal of the program refers to the overall change in the health or social problem your program will strive to reach” (p. 79) It is important to be realistic when setting goals.
“Objectives describe the intermediate steps that must be taken to reach each goal...The objective may relate to changes in knowledge, attitudes, skills, or behaviors of the primary or secondary target audiences” (p. 79). Objectives should state the desired outcome of activities.
Question
Would how detailed you get with audience segmentation depend on the available resources you have to spend on each group or would it be relatively the same cost to target many audiences?
Section II
ReplyDeleteChapter 5:
1. Using various research methods is key in understanding the marketing process and in gathering sufficient amounts of information to be successful.
2. “…to decide how best to reach your target audience with your message, you will need to find data on the types of media it pays attention to and where it gets your information on your issue, not just the standard knowledge, attitudes and behaviors statistics.” (30) “There are times when one type of data is more appropriate than the other, but by integrating research methods throughout the program development process, your overall understanding of the issue will be much deeper.” (31)
Chapter 6:
1. It is imperative that social marketers know as much about the problem, environment and resources available to them before they start a campaign.
2. “By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program. A realistic assessment of your available resources will help to narrow the scope of the program or may highlight the need for participation from other groups.” (33) “Rather than reinventing the wheel, learn which interventions have been effective.” (36)
Chapter 7:
1. Conducting formative research within different segments and having direct interaction with members of the target market allows a social marketer to gain more insight on how to effectively address the given issue throughout the campaign.
2. “The data you gather at this stage of the process can serve as a baseline from which to identify any changes occurring as a result of your program.” (56) “Within each focus group look at the words spoken by individuals as well as key points made by the group as a whole.”(62)
Section III
Chapter 8:
1. Segmentation is key when creating a campaign as it helps the social marketer gain a more thorough understanding of a specific group, which will result in the most amount of change.
2. “Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience.” (69) “But if you are dealing with a diverse population, or if your program has a national or state scope, segmentation can help make sense of the complexity.” (71)
Chapter 9:
1. After research is completed, setting goals and objectives and applying the different elements of the social marketing mix help the social marketer evaluate progress throughout the campaign.
2. “Objectives are critical for both planning and evaluation. They must be measurable, for how else will you know if you have accomplished what you set out to do?” (80) “Think of the resulting strategy as a living document that provides guidance but can be changed in response to new information (the social marketing mix).” (81)
Question: If you chose the wrong segment in a social marketing campaign, are you able to change to a different segment midway through the campaign?
Chapter 5
ReplyDeleteWhether it’s formative, process evaluation, or summative evaluation, research is a major factor in the social marketing process.
“Research plays a key role throughout the social marketing process- in understanding the issue and audience to develop an effective strategy, in tracking the implementation of the program, and is assessing the success of your efforts (p. 29).”
“Using both quantitative and qualitative research provides different perspectives on the same situation. There are times when one type of data is more appropriate than the other, but by integrating research methods throughout the program development process, your overall understanding of the issue will be much deeper (p. 31).”
Chapter 6
Social marketers must analyze the problem and environment they are targeting before launching a social marketing campaign.
“By understanding the causes of the disease or problem, you can identify the key preventative behaviors to promote. Skin cancer, for example, is associated with exposure to the ultraviolet rays of the sun. Preventative behaviors would include using sunscreen, wearing a wide-brimmed hat, covering exposed skin, and staying out of the sun during peak sunlight hours (p.34-35).”
“The environment can be either a help or a hindrance, presenting opportunities or barriers. To create sustained behavior change, the environment must be conductive to the actions you are promoting (p. 36).”
Chapter 7
Once social marketers find out what populations segments they are aiming at, they must conduct detailed primary research from members of those segments.
“Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problem. Ideally, both qualitative and quantitative methods should be used together for a more complete picture (p. 54).”
“The questioning approach generally flows from general issues the more specific or sensitive questions. The questions do not necessarily need to be followed in the original order if the discussion naturally leads to a different topic, but everything should be covered eventually (p. 59).”
Chapter 8
Don’t craft a social marketing program to the general public, you will have more success if you segment your audience.
“Similarly, social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each segment. Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience (p. 69).”
“Identify the “targets of risk,” that is, the segments that would be more likely to have the problem because of their behaviors, attitudes, or other factors. Targeting the people in these segments would have the biggest payoff if they were to adopt the desired behavior (p. 71).”
Chapter 9
Upon the completion of research, the next step is to set objectives and goals as you build your social marketing program.
“A program may have a single goal or several distinct goals. Ask yourself, “How will the world look different if we achieve the goal?” (p. 79).”
“Objectives are critical for both planning and evaluation. They must be measurable, for how else will you know if you have accomplished what you set out to do? Consider how much change you can realistically expect to achieve as compared to the baseline data (p. 80).”
Is there ever a case where segmenting the target audience can actually hurt the social marketing program?
Chapter 5
ReplyDeleteResearch is necessary because it is important to know the background information of what you are marketing. Without knowing the background information you cannot convince your audience on your marketing purpose.
“For example, to decide how to best reach your target audience with your message, you will need to find data on the types of media it pays attention to and where it gets its information on your issue, not just the standard knowledge, attitudes, and behaviors statistics.” (30)
“In the presenting state, primary research is unavoidable; you must test your messages and materials with your own target audience.” (30)
Chapter 6
Analysis helps the social marketer identify what can relate the most to their target audience.
“For example. A social marketing program addressing child abuse might try to convince abusive parents to stop hitting their children.” (34)
“Depending on your program’s goals and the target audience you choose, you might decide to promote one specific preventive behavior or all such behaviors.” (35)
Chapter 7
Developing relationships with people from your target audience helps you grasp the best idea of what you’re marketing.
“Words that come straight from the horse’s mouth often are more useful in helping you to develop appropriate messages than are preprocessed secondary data.” (53)
“Knowledge, attitudes, and behaviors (KAB) surveys tell you how many people in the population are thinking or doing something.” (55)
Chapter 8
Narrowing down who your target audience is, is more effective than trying to reach a bunch of people at once because you can relate the information more to a certain group. Trying to please every single person just makes your marketing too broad.
“For example, one campaign might be for working mothers who are too busy to cook diner but want to feed their children wholesome meals.” (69)
“Similarly, social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each segment. Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience.” (69).
Chapter 9
It is one thing to set goals, but it is another to actually obtain those goals. Although achieving a goal should make someone feel very accomplished, the best way to set goals it to set several small goals, rather than one large one. Setting small goals assures the goal-setter that the goals are reachable and will definitely be obtained.
“Objectives describe the intermediate steps that must be taken to reach each goal. They are not the activities you will use to get there but rather the steps that have to happen to lead to attainment of the goal.” (79)
“Objectives are critical for both planning and evaluation. They must be measurable, for how else you will know if you have accomplished what you set out to do?” (80)
My question refers to Chapter 8. Can you make multiple marketing plans from the same objective to apply to all different target audiences?
Section II:
ReplyDeleteChapter 5:
Research is an essential first step in the social marketing process.
• Formative research in social marketing is to guide the initial development of the program and occurs throughout the first four steps of the process, i.e. analysis, strategy development, program and communication design, and pretesting.
• The best way to gather information is through secondary research. Quantitative research helps solidify the statistical significance where as qualitative aids in answering the “why” of the research.”
Chapter 6:
Analysis is key in understanding the problem and environment as well as being able to identify opportunities and barriers.
• When considering analysis, literature reviews and expert interviews are two methods that could be used in conjunction with the initial research process.
• It is imperative to take a close look at your current resources, such as budget, staff skills and/or ability, and facilities and equipment in the process of analysis in order to confirm/deny how adequate your resources are.
Chapter 7:
In research, it’s imperative to explore all avenues of knowledge including quantitative and qualitative research, which is included but not limited to interviews, surveys, and focus groups.
• Generic categories for research questions: knowledge, attitudes and beliefs, behaviors, communication and channels.
• Both quantitative and qualitative in conjunction with each other in order to gain the best insight. Qualitative methods include focus groups, key informant interviews, case studies, and observational studies. Quantitative methods include surveys such as knowledge, attitudes and behaviors, and intercept surveys as well as marketing databases.
Section III:
Chapter 8: Segmentation is aimed to identify distinct groups of people who are similar in key ways and liable to respond to specific messages similarly.
• Segmentation helps to be more strategic in developing a program.
• It is imperative to identify the groups most reachable by a social marketing campaign and to position their product for each segment, this can be done by looking at demographics, geographic characteristics, physical/medical conditions, etc.
Chapter 9:
In building the social marketing strategy it is essential to set goals and objectives
• “the goal of the program refers to the overall change in the health or social problem your program will strive to reach…objectives describe the intermediate steps that must taken to reach each goal.” Objectives should state the desired outcome of activities and should be specific, measureable, achievable, relevant, and time framed.
• In the social marketing mix you must consider each “P” in relation to your social marketing segmentation. Once this is considered you can begin on a work plan that includes tasks, subtasks, the person responsible, a deadline, and the resources needed.
Question: What is the best way to set attainable budget goals and ensure that you stay within those limits?
This comment has been removed by the author.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteSection II
ReplyDeleteChapter Five
1. Formative research is the best way to explore your campaign’s targeted problem/focus, target audience, product/behavior, barriers, possible media channels and marketing mix.
2. “Formative research aids in the development of strategy and includes the problem and environmental analysis, target audience research, and pretesting of messages and materials.” (pg 29)
“The role of formative research in social marketing is to guide the initial development of the program.” (pg 29)
Chapter Six
1. When starting a social marketing campaign, one must analyze a couple key components, the problem/focus, the environment, and the resources available, in order to maximize opportunities and limit barriers.
2. “Social marketers must analyze several major issues when beginning to plan a social marketing program, include the following: the problem to be addressed, the environment in which the program will be implemented, and resources available for the program.” (pg 33)
“By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program.” (pg 33)
Chapter 7
1. When conducting formative research, one must explore segments in the target audience, in order to understand the minds of the audience and effectively reach each segment of the target market.
2. “Your aim is to get a clear and complete picture of how best to reach each segment of your audience.” (pg 53)
“[Focus groups] are used to obtain insights into people’s perceptions, beliefs, and language related to a particular issue.” (pg 56)
Section III
Chapter 8
1. Social marketers use audience segmentation in order to deliver a more strategic and effective program to different types of people in a particular audience.
2. “…narrowing down the audience allows you to tailor the message to specific needs of particular groups.” (pg 69)
“Think about the geographic, demographic, physical/medical, psychographic, attitudinal, and behavioral characteristics that might define subgroups of the target audience that would respond differently to your program.” (pg 71)
Chapter Nine
1. When creating a social marketing campaign, one must build a plan outlining the steps necessary for success because it will keep the social marketer on track and organized throughout the entire process.
2. “In the strategy, you will set goals and measurable objectives, consider the elements of the marketing mix as they relate to your program, and create a work plan for program development.” (pg 79”
“This strategy might need to be modified as you do more research, but it will serve as a reference point throughout the program development process.” (pg 79)
Question:
Roughly, how much time should a social marketer spend on research?
Chapter 5 discusses how research is an important step in social marketing.
ReplyDeleteThe chapter breaks down research into three kinds, formative, process evaluation, and summative research but focuses on formative research. “Formative research aids in the development of the strategy and includes the problem and environmental analysis, target audience research, and pretesting of messages and materials.”
“Secondary research includes sources such as journal articles, books, census data, marketing databases, and unpublished studies. The advantage is that your organization does not require on-staff expertise… or the additional expense of conducting its own research.”
Chapter 6 entitled analysis focuses on the need to understand the issues surrounding your project in order to be ready for all the work and bumps ahead.
“Similarly, social marketers must analyze several major issues when beginning to plan a social marketing program, including the following the problem to be addressed, the environment in which the program will be implemented, and resources available for the program.”
“In every community, many different resources are available through which you can get your message out to the target audience… These resources may include the following: Media outlets… Community events… Popular activities… High-visibility or high-traffic areas.., and Local businesses frequented by the target audience.”
Chapter 7 Conducting Formative Research, and is about getting to the heart of your project by talking to the target audience and getting specific information directly from them.
“The research questions fall into the following generic categories, which you must customize for your program, knowledge… attitudes and beliefs… behaviors… and communication channels”
“Focus groups are the research method most often associated with social marketing programs. They are used to obtain insights into peoples’ perceptions, beliefs, and language related to a particular issue.”
Q: I wonder how similarly research about the audience and their personal accounts match up?
Chapter 8 discusses the need to segment an already paired down target audience to make it more effective.
“In addition to aiding in understanding the audience, segmentation can help you to spend resources more efficiently. The segments you choose to address through your program will depend on characteristics of each segment and your own resources”.
“As much as social marketers might wish it were true complex behavior change does not occur instantaneously. The stages of change model (or transtheoretical model) describes a process of five stages that people must go through to change behavior… 1. Precontemplation… 2. Contemplation… 3. Preparation… 4. Action… 5. Maintenance… “
Chapter 9 Building the Social Marketing Strategy focuses on setting goals for your campaign that are achievable and in line with your marketing mix and work plan.
“Effective objectives clearly state who will do or change what by when by how much… Specific-What observable change will occur? Measurable- What metrics will you use to track the extent of change? Achievable- Given your available resources what type and amount of change is reasonable to expect? Relevant- Is the objective laser focused to move you closer to your overall goal? Time framed- What amount of time is reasonable to allocate to accomplish this objective?”
“The work plan also can serve as a way of tracking progress as you move through the program development process.” “The work plan should be as detailed as you can make it, including the following for each objective: Tasks and subtasks, Person responsible, Deadline, and Resources needed.”
Q: I wonder what the best ways to measure success of a campaign are?
Chapter 5:
ReplyDeleteEven though research is a hard and time consuming process with many ways to be conducted it is the key role in the social marketing process.
Formative research is used in the initial development process to ensure you know why you’re collecting data.
Primary and secondary research is used in the pretesting stage but throughout the process by testing your message it will allow you to track how the target audience is responding.
Chapter 6
By better understanding the topic you are trying to convey the better you can focus on what you can actually do.
Analyzing the problem – research will help determine the approach the program should take.
Analyzing the environment- before you plan your own program, investigate whether other organizations are working toward similar goals so you can avoid duplication efforts
Chapter 7
Customize your program questions to get the best complete, clear, and concise answers so you will reach your target audience.
Qualitative Methods – Focus groups, in-depth interviews, case studies, and observational studies will give the process good face-to-face primary research.
Quantitative Methods – surveys and databases will give you a consensus of how many people are thinking and doing the action you are asking about.
Chapter 8
If you have the resources and can allocate space and time a campaign should target different segments of the population due to it having more impact.
What is a segment – distinct groups that are like each other in key ways: Demographically, geographically, physically, attitudinal, and behavioral.
Segmenting secondary audiences – Addressing them in addition to the primary target audience will involve extra costs in research, development of a secondary marketing mix and materials but could be the best way in which to reach the primary audience.
Chapter 9
By identifying SMART goals you will be able to set realistic ends so your work is more achievable and attainable.
SMART goal – Specific, Measurable, Achievable, Relevant, Time framed.
Creating a work plan – Should be as detailed as possible with the following objectives; Tasks and subtasks, person responsible, deadline, resources needed.
Q: When conducting a focus group should the group be of a homogenous or a heterogeneous mix? With innovation in mind.
Chapter 5
ReplyDelete1. There are three different types of research, formative, process evaluation and summative evaluation, which all aid at different points in the social marketing process.
a. These types of research can be categorized as quantitative or qualitative. Quantitative research methods include collection methods like standardized surveys, random samples and statistical analysis. Qualitative research methods use techniques such as focus groups, in-depth interviews and observational studies.
Chapter 6
2. Analyzing major issues like the problem being addressed, in the environment where the program will be put into place and the resources available is extremely important when defining objectives and allocating adequate resources.
a. To implement a successful program its important to analyze the social, economic and demographic factors that pertain to the community, these trends affect the choices that members of the community make. When analyzing, it’s important to keep in mine the P’s of the social marketing mix. Partnership can help grow the program and get the message out through multiple organizations.
Chapter 7
3. After identifying the target audience, a program must understand, on an in depth level, the targets knowledge of the issue, their attitude and beliefs, their own personal behaviors and the communication channels which best suit them.
a. Focus groups are commonly used for formative research. In these small groups it is important to divide up segments of the audience into smaller sub groups so differences become known. To form a focus group an administrator should contact potential members directly, obtain referrals from other communal organizations or have them contact you by way of program’s marketing through a blog, flyers, etc.
Chapter 8
4. Segmentation can help social marketing programmers identify the group of people who they will target and also how to reach them, specifically through tailoring messages.
a. Segments can be based off of aspects like behavioral factors, geographic location, psychographic factors and physical/medical factors. But it is also important to identify specific factors that pertain to the issue at hand. If a program is looking at smoking in teens, programmers would want to ask questions about their smoking status, their age, having tried to quit and many others.
Chapter 9
5. Creating measureable objectives is key to determining the successes and shortfalls of a program.
a. When constructing objectives, one should consider the SMART format, which states that objectives should be specific, measureable, achievable, relevant and time framed. It is important to also keep in mind that as the marketing mix changes some aspects of you objectives may change as well.
Question: A realistic budget is paramount in the success of a social marketing program. How does one create and maintain an effective management system without the added help of grants and partnerships?
Chapter 5:
ReplyDeleteWhen developing a social marketing program, formative research plays an important role in determining a strategy.
“Formative research aids in the development of the strategy and includes the problem and environmental analysis, target audience research, and pretesting of messages and materials.” (p 29)
“Before you start any research, know why you are collecting that information. Andreasen suggests a process called “backward research” in which you first identify the key decision points of the program and then determine the information needed to make those decisions.”
Chapter 6:
When beginning to plan a social marketing program, you must analyze the problem that will be addressed, the environment in which the program will be implemented, and what resources are available for the program.
“Research will help determine the approach the program should take. Secondary research is the best place to start to find the information you need. Once you have more narrowly defined the target audience and scope of the project, you also should conduct your own primary research.” (p 33)
“Nothing occurs in a vacuum, and your program is no exception. Your campaign will be just one of many messages that people receive in the course of their days. Knowing what you are competing with will help you break through the clutter.” (p 36)
Chapter 7:
Social marketers must understand how each segment of the target audience thinks about and deals with the problem, the best way to gather this information is through the members themselves.
“The research questions fall into the following generic categories: knowledge, attitudes and beliefs, behaviors, and communication channels. Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problem. Ideally, both qualitative and quantitative methods should be used together for a more complete picture.” (p 54)
“Focus groups are the research method most often associated with social marketing programs. They are used to obtain insights into people’s perceptions, beliefs, and language related to a particular issue.” (p 56)
Chapter 8:
In developing your program, a strategic method would be narrowing down (or segmenting) your target audience.
“Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience. Creating a profile of the people in each segment can focus your thinking and keep you on track as you go through the planning process” (p 69)
“In addition to aiding in understanding the audience, segmentation can help you to spend resources more efficiently. If certain subgroups of the target audience are at higher risk for the problem you are addressing, then you might consider concentrating the program on those groups.” (p 69)
Chapter 9:
In creating your plan, it is important to set goals and objectives in order to recognize your progress, and remain on track.
“Having measurable objectives from the outset is a way in which to assess the success of the program. Without having a destination in sight, you might steer in the wrong direction, never knowing you have lost your way.” (p 79)
“Effective objectives clearly state who will do or change what by when and by how much. When writing your objectives, keep in mind the SMART format to ensure they will be useful in guiding your program and evaluating your success.” (p 80)
Specific- what observable change will occur?
Measurable- what metrics will you use to track the extent of the change?
Achievable- given your available resources, what type and amount of change is reasonable to expect?
Relevant- is the objective laser focused to move you closer to your overall goal?
Time framed- what amount of time is reasonable to allocate to accomplish this objective?
Question: Does the problem itself determine how you will allocate your resources? What research would you use to determine which segment is best to target?
Chapter 5
ReplyDeleteThe process of social marketing must begin with formative research. “It helps to answer questions such as; What is the problem you are addressing? What is the context in which the problem exists? Who will be your target audience? How does your target audience think and behave as related to the problem?” (p29) “Before you collect any research, know why you are collecting that information. Andreasen suggests a process called ‘backward research’ in which you first identify the key decisions.” (p30)
Chapter 6
You should always know thoroughly investigate potential costs and benefits before embarking on your business endeavor so you know exactly what you are getting yourself into. “ By understanding the problem, you will be better able to identify potential opportunities and stumbling blocks for the program. A realistic assessment of your available resources will help to narrow the scope of the program or may highlight the need for participation from other groups.” (p33) “On average, your target audience members may be exposed to 3,000 or more marketing messages daily, so you need to make sure that your messages get noticed.” (p37)
Chapter 7
You have to thoroughly know who your target audience is as well as what, how and why they think or act a certain way and when it is that it happens. “By conducting several focus groups with each segment, you might be able to identify the most effective messages or approaches to use.” (p54) “Knowledge, attitudes, and behaviors (KAB) surveys tell you how many people in the population are thinking or doing something.” (p55)
Chapter 8
Tailoring your message to a slightly smaller audience on a more personal message in general is much more effective than broadening the message to apply to everyone. “Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience.” (p69) “Identify the “targets of risk,” that is, the segments that would be more likely to have the problem because of their behaviors, attitudes, or other factors. Targeting the people in these segments would have the biggest payoff if they were to adopt the desired behavior.” (p71)
Chapter 9
Segmenting your audience is important to be able to set feasible and realistic goals for the progress of your social marketing program. “Effective objectives clearly state who will do or change what by when and by how much.” (p80) “Consider how much change you can realistically expect to achieve as compared to the baseline data.” (p80)
How do you decide if the conclusion of your focus group research is valid on a larger scale (national) or just a small scale (regional)?
Ch 5: In social marketing, formative research along with primary/secondary research and quantitative/qualitative research are important in the development of a program.
ReplyDelete“To decide how best to reach your target audience with you message, you will need to find data on the types of media it pays attention to and where it gets its information on your issue, not just the standard knowledge, attitudes, and behaviors statistics.”
“Generally, the most efficient way in which to gather information is through secondary research data from studies already conducted by other researchers or organizations. The quantitative research helps you to understand how many people believe or behave a certain way, which characteristics are related to each other, and the probability that any behavior change was related to exposure to your program.”
Ch 6: In order to have a successful program, social marketers need to think critically about the problem they will be addressing, the environment in which they will implement the program, and the resources available.
“Secondary research is the best place to start to find the information you need. Once you have more narrowly defined the target audience and scope of the project you should also conduct your own primary research.”
“The environment can be either a help or a hindrance, presenting opportunities or barriers. To create sustained behavior change, the environment must be conducive to the actions you are promoting.”
Ch 7: The most important thing when researching the segments in your target audience is to educate yourself about the attitudes of your target audience through qualitative (focus groups)/quantitative methods (KAB surveys).
“Focus groups bring together small groups of individuals with similar characteristics for a focused conversation about a particular topic. By conducting several focus groups with each segment, you might be able to identify the most effective messages or approaches to use.”
“Knowledge, attitudes, and behaviors (KAB) surveys tell you how many people in the population are thinking or doing something. This type of survey can be very useful for identifying and understanding the audience’s demographics, psychographics, and behaviors.”
Ch 8: Segmenting can be useful for developing a program that is centered around the target audience and can help social marketers conserve their resources.
“The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly. To determine the most important segmentation criteria, consider which are the most important factors that determine whether a target audience member adopts the relevant behavior.”
“Identify targets of risk, that is, the segments that would be more likely to have the problem because of their behaviors, attitudes, or other factors. Consider the targets of opportunity, that is, the segments that are easier to reach or change. The advantage of targeting the people who are ready to change or are most easily reachable is that you will see results rights away, and those people can help you reach out to others.”
Ch 9: After social marketers have completed their research, they need to develop a strategy in which they will set goals and objectives, consider the Ps of the social marketing mix and apply/modify it to fit their program, and create a work plan.
“Objectives describe the intermediate steps that must be taken to reach each goal. They are not the activities you will use to get there but rather the steps that have to happen to lead to attainment of the goal.”
“The work plan should be as detailed as you can make it, include the following for each objective: tasks and subtasks, person responsible, deadline, resources needed. The work plan should help to keep the project on schedule by making sure that all staff know their roles and how they relate to the tasks others are performing.”
Question: How long does it generally take for social marketers to conduct enough research and then build a social marketing strategy?
Sec II
ReplyDeleteChapter 5
Social marketing has four types of research: primary, secondary, quantitative and qualitative, all of which are crucial in understanding the target audience, the marketing strategy and how to fully raise awareness of the issue.
“…The most efficient way in which to gather information is through secondary research data from studies already conducted by other researchers or organizations.”
“Backwards research” is when you come up with a goal for the program and then come up with the research and information afterwards.
Chapter 6
It’s important that social marketers know what problem needs to be addressed, the environment where it will be put in place, and the resources available before they start a campaign.
“To create sustained behavior change, the environment must be conducive to the actions you are promoting. Corporate partnerships offer different types of opportunities for a social marketing program ”
“Media outlets, community events, popular activities, high-visibility or high-traffic areas and local businesses frequented by the target audience” are all great places to advertise messages.
Chapter 7
Once you know who your target audience is, it’s important to start focus groups to fully understand the target audience’s attitudes and beliefs.
“Focus groups are the research method most often associated with social marketing programs. To be most effective, each focus group should comprise of people who are similar to each other in ways that correspond with your audience segmentation criteria.”
“To ensure that the participants are fairly represented, conduct at least two or three focus groups with people from each segment…Look at the words spoken by individuals as well as the key points made by the group as a whole.”
Chapter 8
Segmentation allows social marketers to completely narrow in on different groups inside the target audience.
“Social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each subject. Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience.”
“Think about the geographic, demographic, physical/medical, psychographic, attitudinal, and behavioral characteristics that might define subgroups of the target audience that would respond differently to your program.”
Chapter 9
Social marketers must consider the 8 P’s (discussed in Chapter 3) of the social marketing mix in relation to the target audience segments.
“The social marketing mix helps you to think through a comprehensive strategy for your program. Consider each “P” of the social marketing mix in relation to your target audience segments.”
“ Objectives may relate to changes in knowledge, attitudes, skills or behaviors of the primary or secondary target audiences; changes in environment or policy; or project milestones.”
Question: How are focus groups the most effective way of understanding a target audience when you only interview a small portion of them?
Chapter 5:
ReplyDeleteThe research is the key to social marketing campaign, and there three kinds of research are beneficial in the social marketing process. Including formative, primary, secondary, quantitative and qualitative.
“Research plays a key role throughout the social marketing process-in understanding the issue and audience to develop an effective strategy, in tracking the implementation of the program, and in assessing the success of your efforts. If the word research is too daunting for you, think of it as gathering information from many different sources.” "Each type of research is used at different points during the process; formative research aids in the development of the strategy and includes the problem and environmental analysis, target audience research, and pretesting of messages and materials." pg 29
Chapter 6：
Marketers need to analysis what is the next step in the social marketing, before planing a social marketing program.
"Social marketers must analyze several major issues when beginning to plan a social marketing program, including the following: the problem to be addressed, the environment in which the program will be implemented, resources available for the program." "If you are planning a social marketing program, then you probably are already familiar with the topic you will be addressing. If not, then you might need to learn more about the issue before proceeding. Either way, research will help determine the approach the program should take." pg 33
Chapter 7:
This chapter is talking about the different target audience, that is important to determine which is the best way to reach this group of people, and also discusses the strategies for the focus groups.
“Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problem.” pg54
“Focus groups are the research method most often associated with social marketing programs. They are used to obtain insights into peoples perceptions, beliefs, and language related to a particular issue.” pg56
Chapter 8:
Segmentation allowing social marketer be target audience, when focus on the specific target audiences to develop a strategy.
“Similarly, social marketers can use segmentation to identify the groups most reachable by social marketing campaign and to position their product for each segment. Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience.” pg69
"The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly. Think of a segment as a horizontal slice of a pyramid that represents the whole population." pg70
Chapter 9:
This chapter is talking after identifying the target audience and research, how to setting goals and finding out what is your social marketing mix that is the key to creating the social marketing strategy.
“The objectives may relate to changes in knowledge, attitudes, skills, or behaviors of the primary or secondary target audiences; changes in the environment or policy, or policy; or project milestones.” pg79
"The social marketing mix helps you to think through a comprehensive strategy for your program. Brainstorming about each element of the marketing mix based on what you found in your research will prepare you for the next stage of the social marketing process--program and communication design." pg 81
Chapter 5
ReplyDelete-Conducting formative research in which you identify your problem, identify your target audience and understand how your audience will be react to your product is an important first step in conducting research for the social marketing process.
-“Formative research aids in the development of the strategy and includes the problem and environmental analysis, target audience research, and pretesting of messages and materials.” (29)
-“Formative research occurs throughout the first four steps of the process: analysis, strategy development, program and communication design, and pretesting” (30)
Chapter 6
-For social marketers to plan the best, most successful program possible they must fully understand and analyze both their problem and environment and narrow their scope to be as specific as possible.
-“By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program. A realistic assessment of your available resources will help narrow the scope of the program or may highlight the need for participation of other groups” (33)
-“Secondary research is the best place to start to find the information you need. Once you have more narrowly defined the target audience and scope of your project, you should also conduct your own primary research” (33)
Chapter 7
-To gain the most data when conducting research at the formative stage it is important to consider both qualitative (focus groups, in-depth interviews, case studies, observational studies and quantitative methods (KAB surveys, intercept surveys and marketing databases). (=
-“To determine the best way in which to reach the people in each segment, go directly to the experts- members of the segments themselves. The research questions fall into the following generic categories, which you must customize for your program: knowledge, attitudes and beliefs, behaviors and communication channels” (53)
-“Ideally, both qualitative and quantitative methods should be used together for a more complete picture. Each type of research provides a different type of insight into your target audience members lives.” (54)
Chapter 8
-Segmentation is important for social marketing programs because it tailors the desired message to target specific people and/or focus groups.
-“Social marketers can use segmentation to identify the groups most reachable y a social marketing campaign and to position their product for each segment. Segmentation helps you develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience” (69)
-“In addition to aiding in understanding the audience, segmentation can help you spend resources more efficiently.” (69)
Chapter 9
-Once you have completed the research stage of your social marketing campaign it is important to set realistic goals and objectives for what you hope to accomplish with said campaign.
-“Having measurable objectives from the outset is a way in which to assess the success of the program. Without having a destination in sight, you might steer in the wrong direction, never knowing you have lost your way.” (79)
-“Avoid using project activities as your objectives, such as “to create an online social network site” or “to offer a training workshop.” Rather, the objectives should state the desired outcome of those activities, such as “to increase knowledge” or “to implement the policy in 10 countries.” (79)
Question
-If during the segmentation stage of your research you determine that more than one target audience exists is it better to pick one specific group to focus on or should you tailor your message to reach both groups with one overlapping message?
Chapter 5.
ReplyDeleteThesis:There are three kinds of basic research that are instrumental to creating a solid information basis: Formative research, process evaluation, and summative evaluation.
1: Formative research is the most elementary type of research in regards to development of an idea but also is reoccurring through out the growth process.
2: Qualitative research is the most dense type of research and can be the most valuable to a developer, as it contains not only facts but clarifications.
Chapter 6.
Thesis: Creating a social marketing plan is comparable to the most basic objects of problem and solution, a developer must understand why the need for the social marketing plans and what they are desired to do.
1: Although there are many aspects to cause that must be understood the most important, is epidemiology. This will help the developer understand how far or deep the problem is seeded within its location or population. Understanding integration of a problem can be key to solving it, with a social marketing campaign.
2: Understanding the solution can be difficult, as thats what a social marketing campaign does, but the most important aspect of a solution is your resources. The text calls them outlets, they are media outlets, community events, popular activities, high traffic areas, and local businesses. The text stresses that understanding your best usage of all these resources will lead you to the best plan execution.
Chapter 7.
Thesis: Secondary research is no longer the most dense or useful type of formative research after you have determined where and to whom you’d like to market to. The most valuable areas of information will come directly from the source.
1: “The key at this stage is to learn as much as possible about the world and world view of each target audience segment”(Text)
2: There are many methods in which to obtain first hand research such as focus groups, interviews, surveys, case studies. It is important to remember that in all of these methods the way in which the questions are will guide the interviewee to answer.
Chapter 8.
Thesis: Social marketing campaigns are not designed to reach everyone, they are created to affect smaller, more specifically selected groups of the public. Identifying these will greatly help to dictate the path of a social marketing campaign.
1: In order to properly market to your chosen audience, it is imperative that you understand their needs, wants, lives, and any other relevant information pertaining to that demographic.
2: There are several stages to properly “segment” your target audience, which means to divide into like groups. However, once your audience has been “segmented” it is imperative that you understand the groups, not only from their side, of who they are and why they are, but also from a marketing side. The text emphasizes that making sure the group is worth while, able to be marketed to, and fiscally smart to use.
Chapter 9.
Thesis: The nine P’s that were addressed in Section one become more important than ever when strategy is involved. It is most important that you plan can be fluid and change or be altered as you go along.
1: Applying the marketing mix of P’s to each group or audience that you have chosen is important, allowing the attributes of each p such as product or purse strings to be changed by the demographic of your audience is important. You will understand the projected success of your product if you run into a problem within apply the P’s to your audience.
2: Other projected successes and fails will come during the actual execution stage of your marketing campaign however, you will be able to see many of them before in the planning stage. Developers will be exposed to the problems they will face many times when all the details are on paper.
Sorry!
ReplyDeleteQuestion: Isn't using secondary research possibly toxic to your own research? Why risk using it?
Chapter 5
ReplyDelete1. Research is an important part of the marketing process, but it does not need to be a daunting experience. There are three different types. Formative, Process evaluation and Summative evaluation. When conducting research a person should consider, primary and secondary research and quantitative or qualitative research
2. “If the word research is too daunting for you, think of it as gathering information from many different sources.”
“By thinking through the exact type of data needed, you can decide whether to use primary or secondary research and quantitative or qualitative approaches.”
Chapter 6
1. It is crucial to analyze the problem that you want to fix, when analyzing the problem you also need to analyze the environment of the problem, and also the resources that you can use.
2. “By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling block for the program.”
“A program needs more than money to succeed; it takes skilled personnel, adequate office facilities, access to the target audience, and time.”
Chapter 7
1. It is key to gather data directly from the social groups that your program is going to effect. A good way to do this is by setting up a focus group.
2. “Words that come straight from the horses mouth often are more useful in helping you to develop appropriate messages than are preprocesses secondary data.”
“Focus groups are the research method most often associated with social marketing programs.”
Chapter 8
1. Segmenting allows you to have a better chance of ensuring that people receive, understand and act upon the message, it is better to put the desired audience into different segments, because then you can tailor a campaign to each of those subgroups.
2. “Social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each segment.” “To determine the most important segmentation criteria, consider which are the most important factors and determine whether a target audience member adopts the relevant behavior.”
Chapter 9
1. In order to stay on schedule while building the social marketing plan having calculable, realistic objectives for a social marketing campaign will make the process much more organized and attainable.
2. “Objectives are critical for both planning and evaluation. They must be measurable, for how else will you know if you have accomplished what you set out to do.” “Deadlines can provide the motivation to complete each task on time.”
Question:
When creating a marketing plan, is it better to have lots of different segments of the audience or only a few?
(Shelby Mathews)
ReplyDeleteChapter 5:
Since no audience group is exactly the same, there are steps that need to be taken when researching a group and this is crucial because using the right research methods can get you the right results.
-“…to decide how best to reach your target audience with your message, you will need to find data on the types of media it pays attention to and where it gets its information on your issue…” –pg 30
-“In the pretesting stage, primary research is unavoidable; you must test your messages and materials with your own target audience” - Pg30
Chapter 6:
Different groups of people will react differently to problems in their communities and the way they handle problems is based on political, class, and other statuses and the best way to market to groups is to break down their problems into smaller portions and combating them one by one with optional partners.
-“Realistically assess your available resources before proceeding.” –Pg 38
-“One option is to join forces with those organizations and either complement or expand their efforts.” –Pg 37
Chapter 7:
While researching about individual groups, it would be wise to also gain the assistance of people from the group you are trying to market to.
-“If you do not have access to the expertise needed for more formal research methods, then informal information gathering also can provide helpful insights. Go out and find members of your target audience. Talk to them, but more important, listen to them.” –pg 55
-“Consider training target audience members or people from the same community to moderate the groups. They might be able to elicit more honest or extensive responses than would a moderator who is noticeably different from the target audience members.” –Pg 61
Chapter 8:
Segmentation would be a wise choice to make even if you found a community because no matter how small the community, there will be people who are separated by behavioral, demographics, and other factors.
-“If certain subgroups of the target audience are at higher risk for the problem you are addressing (“targets of risk”), then you might consider concentrating the program on those groups. In addition, you might identify some segments as being easier to reach or ready to make a behavior change (“targets of opportunity”).” –Pg 69
-“Approaches to each segment may differ because of the distinctive needs of some groups, differing responsiveness of segments, or the degree of efficiency in using separate strategies for each segment.” -Pg 72
Chapter 9:
To be as successful as you can be, you should set a clear goal and a work plan that is as detailed as possible to make sure you are on track.
-“Objectives are critical for both planning and evaluation. They must be measurable, for how else will you know if you have accomplished what you set out to do?” –Pg 80
-“Avoid using project activities as your objectives, such as “to create an online social network site” or “to offer a training workshop.” Rather, the objectives should state the desired outcome of those activities, such as “to increase knowledge” or “to implement the policy in 10 counties.” –Pg 79
Question: If interviewing people from small groups and segmentation is suggested for their opinion, wouldn't it be difficult to create a marketing idea for a larger audience?
Chapter 5: Research in the Social Marketing Process
ReplyDeleteResearch is essential to running a social marketing campaign, and just as important is knowing what kind of research to use.
There are three steps of research for a social marketing campaign. Use formative research to help develop a strategy, process evaluation should be used to help track your research over time, and summation evaluation will show the effects of your strategy. The main kinds of research involved in a social marketing campaign are formative, primary/secondary, and quantitative/qualitative; each form has a has a strength that can be used to improve the effect of your campaign.
Chapter 6: Analysis
A social marketer must analyze multiple different aspects of the campaign before implementing a plan.
The most important areas of analysis are the problem along with its desired behavioral change, the environment in which the campaign will take place, and the resources available to the campaign. One should determine the at risk targets and study previous attempts featuring the problem. In order to obtain the necessary resources to accomplish the project it may be necessary to partner with another company or organization.
Chapter 7: Conducting Formative Research
A focus group is the best way to obtain information from segments of the target audience.
Focus groups are 1-2 hour discussions with people of interest to the project, there should be 3-4 focus groups per project. They must have a moderator, prepared with conversation spurring questions that will give insight to the lifestyles and behaviors of certain members of the target audience. It is important to record the entire focus group, so all the data received can be used.
Chapter 8: Segmenting the Target Audience
Target audience segmentation can be accomplished by catering the campaign to a certain group of the population trying to be reached.
For the highest success rate it is best to chose segments who are unaware they are in danger (targets at risk) or those who are most likely to change their behavior because of the campaign (targets of opportunity). It is important to find one common aspect that will link the segment, although they do not have to be connected in any other way. It may also be beneficial to distinguish a secondary segment that is not the same as the primary, but will also provide necessary information or action.
Chapter 9: Building the Social Marketing Strategy
Setting goals and objectives is essential to planning a successful campaign.
The goals must be measurable, and refer to the change that is desired from the campaign. The objectives must be a desired outcome of the project, not the method in which you attain the outcomes. Create a work plan to ensure the development of the project.
Chp 5
ReplyDeleteSocial marketing relies on formative, primary and secondary, and quantative and qualitative research. With the combination of research the social marketing process will be most effective.
“There are times when one type of data is more appropriate than the other, but by integrating research methods throughout the program development process, your overall understanding of the issue will be much deeper.”
Chp 6
After Research, analyzing is the next step in order to understand the target market. You must analyze the problem to be addressed, the environment in which the program will be sought out and the resources available.
“By understanding the problem and the environment, you will be better to identify potential opportunities and stumbling blocks for the program. A realistic assessment of your available resources will help you narrow the scope of the program or may highlight the need for participation from other groups.” (33)
Chp 7
Giving attention to focus groups when working in social marketing will lead to specific opinions and insights that will help the program to mold into what the consumers desire.
“Focus groups are the research method most often associated with social marketing programs. They are used to obtain insights into people’s perceptions, beliefs, and language related to a particular issue.” (56)
Chp8
It is important to break apart your target audience into segments in order to understand each individual desire. This allows the message to be tailored to specific details the target market wants.
"Segmentation will help you to be more strategic in developing your program. Even if you feel that the issue is one that affects people across the population, narrowing down the audience allows you to tailor the message to specific needs of particular groups." pg 69 "The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly. Think of a segment as a horizontal slice of a pyramid that represents the whole population." pg 70
Chp 9
Setting goals and objectives helps allow social marketers to be aware of the progress they make throughout a campaign and can help to motivate them to work until the end.
“Having measurable objectives from the outset is a way in which to assess the success of the program (79).”
How should the target market be segmented? Should it be different depending on the campaign?
Chapter 5
ReplyDeleteFormative research is an important tool used in the first few steps of the social marketing strategy and is key to creating a solid foundation for the program.
“The role of formative research in social marketing is to guide the initial development of the program.”
“Formative research occurs throughout the first four steps of the process: analysis, strategy development, program and communication design, and pretesting.
Chapter 6
Before developing your program it is important analyze the problem, the environment that problem and your target audience live in, and the resources you have available to you to fix the problem by asking yourself a series of important questions.
“Similarly, social marketers must analyze several major issues when beginning to plan a social marketing program, including the following: the problem to be addressed, the environment in the program will be implemented, and the resources available for the program.”
“Before you get too excited about everything you would like to tackle through your social marketing program, come back down to earth. Realistically assess your available resources before proceeding any further.”
Chapter 7
Once the target audience has been identified conduct research on different segments to gain more specific knowledge about each segment in order to improve your campaigns effectiveness.
“To determine the best way in which to reach the people in each segment, go directly to the experts – members of the segments themselves. Words that come straight from the horse’s mouth often are more useful in helping you to develop appropriate messages than are preprocessed secondary data.”
“Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problem. Ideally both qualitative and quantitative methods should be used together for a more complete picture”
Chapter 8
Segment your audience based on key factors you identify in order to tailor your campaign to more effectively target and communicate to your audience.
“Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience.”
“The goal of segmentation is to identify distinct groups of people who are like each other in key ways, and therefore, are liable to respond to particular messages similarly.
Question: How big (approximately how many people) can the different segments of your target audience be?
Section II
ReplyDeleteChapter 5: The main focus of this chapter is the three different types of research needed for social marketing, which are primary/secondary, formative, and qualitative/quantitative.
1. Secondary research is used most often in market research, because it gives researchers something to base new research from. Primary research is specifically tailored to your target audience after conducting and reading through secondary research.
2. Qualitative research is crucial in understanding the “why” of your campaign, while quantitative research deals more with the numbers behind your campaign. According to our textbook, both types of research will provide insight to the same issue in different ways.
Chapter 6: This chapter focuses on analysis, which is key in understanding the background of your social marketing campaign. This focuses on what the problem is, where the campaign will be implemented, and what resources you will have available.
1. For analysis, it is very important to understand the environment in which you want to launch your campaign. You need to make sure that there is not a similar or competing campaign in the same place you wish to launch your campaign.
2. It is also important to understand what kind of resources are at your disposal. You need to make sure you have an appropriate budget and team to manage your resources, otherwise you might not run as successful of a campaign as you’d like. Additionally, you should evaluate whether or not to use an outside team to help you manage your campaign.
Chapter 7: In order to fully understand what your audience wants to gain from your campaign, you need to have a list of detailed questions you wish to ask them.
1. One common practice used in social marketing is focus groups. These are the people who you want to target directly, so it is beneficial to hear directly from them. These groups can range from 5-10 people, and are most effective when kept small and intimate.
2. In order to collect people for a focus group, you should approach them directly. These methods could be either approaching people in public, telephone solicitation, or referrals.
Section III
Chapter 8: One of the most important parts of any marketing campaign is properly segmenting your audience.
1. Segmentation is important because it allows you to very specifically target a group of people. This allows you to conduct the most thorough research with the exact audience you desire.
2. After segmenting your audience, it is important to again examine your resources to make sure you can properly finance your campaign. According to our textbook, most companies can finance one to three segments at a time.
Chapter 9: After conducting your research and segmenting your audience, you can them begin your social marketing strategy.
1. When building your campaign, you need to consider the 8 P’s of marketing and social marketing. You also need to relate those to your target audience.
2. The final step of this chapter is to begin a work plan for program development. This means you need to take all the information you have gathered thus far and begin to implement it.
Section II
ReplyDeleteChapter 5:
When beginning a social marketing campaign, research is a main component to getting to know who you are trying to reach as well as the issue you are marketing.
“Formative research aids in the development of the strategy and includes the problem and environmental analysis, target audience research and pretesting of messages and materials.”
“Andreasen suggests a process called ‘backward research’ in which you first identify the key decision points of the program and then determine the information needed to make those decisions.”
Chapter 6:
Analysis considers the problem and the environment, and utilizes different resources, outlets and partners.
“Build connections with key people and organizations that have the potential to bring attention and credibility.”
“ Your campaign will be just one of the many messages that people receive in the course of their days. Knowing what you are competing with will help you break through the clutter.”
Chapter 7:
The main component of formative research is focusing on your target audience but figuring out who they are and what their behavior is.
“ Focus groups bring together small groups of individuals with similar characteristics for a focused conversation about a particular topic.”
“If you do not have access to the expertise needed for more formal research methods, then informal information gathering also can provide helpful insights.”
Section III
Chapter 8:
By defining specific groups of your target audience, a process called segmenting, you can further personalize the marketing process to each group.
“Creating a profile of the people in each segment can focus your thinking and keep you on track as you go through the planning process.”
“In addition to thinking about risk factors, consider the “targets of opportunity,” that is, the segments that are easier to reach or change.”
Chapter 9:
After researching and segmenting groups of your target audience you must create a marketing strategy by incorporating the “P’s” as main elements in your marketing mix.
“Think of the resulting strategy as a living document that provides guidance but can be changed in response to new information.”
“Ask yourself, How will the world look different if we achieve the goal.”
Question: What is an effective way to manage your team’s time while doing research and keep them focused?
Section II
ReplyDeleteChp 5
In order to develop an effective social marketing campaign you must conduct various forms of research to fully understand the problem, your audience and the environment.
1. Formative research is a defining part of the research process. In this step you are able to define the issue your group wishes to solve, the context of that issue, what sort of audience the issue affects and how you might appeal to them.
2. During the analysis process you can conduct a few different types of research to develop a well-rounded understanding of your issue and audience. Quantitative research provides hard numbers results related to your issue of interest. Qualitative research provides results that speak to the “why” of the issue and can better expose your audience’s beliefs and attitudes.
Chp 6
The analysis process of a social marketing campaign investigates the problem your group is interested in solving, the environment your program will be implemented into and the resources your group has or must obtain in order to enact the projected strategy
1. Analyzing the environment surrounding your issue and target audience is essential. By understanding the social demographics of your audience, political climate and potential competition you are able to strategize the best way to reach your audience and provide results.
2. Analyzing your resources before further strategy development is also very important. Resources include monetary budgets as well as internal sources such as experienced personnel and access to your intended audience. By establishing your resources in comparison to your projected strategy you are able to decide if you need a larger budget or a partnership to make your campaign happen.
Chp 7
After conducting secondary research and analysis a strong social marketing campaign must conduct primary research to effectively assess the problem and the audience.
1. Before conducting your own primary research it is helpful to categorize your questions. By narrowing in on your audience’s knowledge of the problem, their current behaviors and the communication channels they pay the most attention to.
2. A classic form of primary qualitative research is the focus group. By gathering different subgroups of your target audience in a personal and comfortable environment you can hold a dialogue concerning the issue and further understand the audience’s beliefs and attitudes towards the problem in a real-life context.
Section III (CTND)
ReplyDeleteChp 8
Segmentation of the target audience is a strategy in the social marketing plan that customizes your approach to specific audiences and ensures proper focus on content and resources throughout the campaign planning process.
1. Segmenting your target audience can help focus the campaign. By assessing factors such as geographic location, social demographic and attitudes and behaviors of your audience you can address certain groups in ways they are most likely to respond positively.
2. Target segments also can help focus the use of resources in a campaign. By understand what groups are easiest to reach and what groups are most likely to respond you can allocate your funds accordingly in order to make the campaign both effective and cost efficient to the cause.
Chp 9
A social marketing strategy is made up of goals and objectives that are carried out and evaluated throughout the campaign process.
1. By defining a set of goals and objectives before beginning your campaign you are able to create a set of reference points to follow to ensure your program stays on track. A goal is the overall change in behavior relative to the problem you wish to address. Objectives are the set of steps that you will take in order to achieve this goal.
2. The final stage of developing this strategy is creating a work plan. By creating a set of guidelines considering deadlines, personnel responsible for certain parts of the program and various tasks and subtasks you develop a concrete plan of action to follow and eventually evaluate.
Question: How often do social marketing campaigns conduct their own primary research? How heavily do they rely on secondary research versus primary, or vice versa?
Sections 2 and 3:
ReplyDeleteChapter 5: An abundance of various research is vital for knowing your target issue and audience, in an attempt to create the most effective and efficient services/products.
• “Research plays a key role throughout the social marketing process- in understanding the issue and audience to develop an effective strategy, in tracking the implementation of the program and in assessing the success of your efforts.” P. 29
• “For example, to decide how best to reach your target audience with your message, you will need to find data on the types of media it pays attention to and where it gets its information on your issue, not just the standard knowledge, attitudes and behavior statistics.” P. 30
Chapter 6: Analysis of the problem, the environment and the resources available will help your program succeed.
• “By understanding the problem and the environment, you will be better able to identify potential opportunities and stumbling blocks for the program.” P. 33
• “Before you get too excited about everything you would like to tackle through your social marketing program, come back down to earth. Realistically assess your available resources before proceeding any further.” P.40
OR
• “If you find that your current resources are not adequate for the type of program you have envisioned, then you have two choices: Either narrow the parameters of the project or find more funding” P. 41
Chapter 7: After choosing your target segment, it is important that you participate in formative research; hearing directly from the members of your segment will give you valuable insight into what they want/need.
• “The question to ask through primary research are similar to those n the secondary research collection process, but with additional depth and detail. Your aim is to get a clear and complete picture of how best to reach each segment of your target audience” P. 53
• Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problem. Ideally, both qualitative and quantitative methods should be used together for a more complete picture. Each type of research provides a different type of insight into your target audience members’ lives.” P.54
Section 2:
Chapter 8: Targeting a specific segment can help you create successful custom-made campaign, as well as help you spend you resources more efficiently.
• “Similarly, social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each segment. Segmentation helps you develop an audience-centered program by getting to know and understand various subgroups that might be in your target audience.” P. 69
• “The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly.” P. 70
Chapter 9: After you have conducted research, you are ready to build a social marketing strategy; this includes: setting goals and objectives, and creating a marketing mix (Product, price, place, promotion, publics, partnership, policy, purse strings)
• “Having measurable objectives from the outset is a way in which to assess the success of the program. Without having a destination in sight, you might steer in the wrong direction, never knowing you have lost your way.” P. 79
• “As discussed in chapter 3, the social marketing mix helps you to think through a comprehensive strategy for your program. Brainstorming about each element of the marketing mix based on what you found in you research will prepare you for the next stage of the social marketing process- program and communication design.” P. 80-81
Question. How can you find people within your target segmentation for formative research, how many people is enough?
Section II
ReplyDeleteChapter 5.) "research plays a key role throughout the social marketing process- in understanding the issue and audience to develop an effective strategy, in tracking the implementation of the program, and in assessing the success of your efforts."
- Quantitative and Qualitative are both very important forms of research in social media because they represent two different perspectives of it.
- Formative research happens during the first four steps of the research process which are: analysis, strategy development, program and communication design, and pretesting.
Chapter 6.) There are several key things that social marketers much take into consideration when they are beginning to create a social marketing plan and these issues include: addressing the problem, the environment the program will be implemented and the available resources.
-Literature reviews are helpful during the beginnning staging of market planning.
"A literature review reveals the research information that already exists on your issue and helps you apply that knowledge to your own program."
-It is very important to think carefully about choose partners for a marketing plan.
Chapter 7.) In order to reach the right people in each segment of your plan, you must directly go to these people.
-"The key at this stage is to learn as much as possible about the world and worldview of each target audience segment."
-There are a number of areas you must consider in order to customize your program and these include: knowledge, attitudes/beliefs, behaviors, and communication channels.
Section III.
Chapter 8.) "The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore are liable to respond to particular messages similarly."
-Segments are based on a number of factors which include geography, behavior, attitudes, psychographics, and physicality.
-It is important to target the risks of these factors and consider which segments would be likely to have more problems.
Chapter 9.) It is very important to set realistic goals and objectives once you have gathered information about the target audience and the problem so that you are able to figure out how to approach the plan.
-"Objectives may relate to changes in knowledge, attitudes, skills, or behaviors of the primary or secondary target audiences; changes in the environment or policy; or project milestones."
-It is key to form deadlines of certain tasks and that the whole staff is aware of their individual roles and how they relate to the tasks others are performing.
Question: How is research measured in regards to how much is enough in order to implement a proper marketing plan?
Chapter 5:
ReplyDelete1.) Formative, primary, secondary, quantitative and qualitative research are used in social marketing.
2.) – “Research plays an important role in the development of your program and the first step is to gather all the information you can about the problem you are addressing, the environment in which it occurs, who if affects and how it impacts their lives”. (27)
- “By thinking through the exact type of data needed, you can decide whether to use primary or secondary research and quantitative or qualitative approaches. (30)
Chapter 6:
1.) When creating a social marketing program, various problems, available resources, and the environment of the program must be analyzed and researched.
2.) – “By understanding the problem and environment you will be better able to identify potential opportunities and stumbling blocks for the program”. (33)
- “…research will help determine the approach the program should take”. (33)
Chapter 7:
1.) It is important to research the group of individuals that are your campaigns target audience.
2.) – “If you do not have access to the expertise needed for more formal research methods then informal information gathering also can provide helpful insights. Go out and find members of your target audience”. (55)
- “Intercept surveys find their respondents by going to locations frequented by the target audience such as shopping malls and supermarkets”. (55)
Chapter 8:
1.) Social marketers use segmentation to narrow down different groups that are apart of the target audience.
2.) – “Social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each subject”
- “Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might in your target audience”
Chapter 9:
1.) Setting SMART objectives and goals are an important step in creating a social marketing campaign.
2.) –“having measurable objectives from the outset is a way in which to access the success of a program”.
- “Objectives are critical for both planning and evaluating.”
Question: Are there specific, measurable ways to ensure that the research and participants are not biased in their answers?
ReplyDeleteChapter 5:
Three sorts of research are used throughout the Social Marketing (SM) process, and each plays a valuable role in implementing and evaluating a campaign. These three types of research are Formative Research, Primary and Secondary Research, and Quantitative and Qualitative Research.
• “The role of formative research in social marketing is to guide the initial development of the program.”
• “Generally, the most efficient way in which to gather information is through secondary research data from studies already conducted by other researchers or organizations…Primary Research has the benefit of being tailored to the specific needs of your program.”
• “Using both qualitative and quantitative research provides different perspectives on the same situation.”
Chapter 6:
It is valuable and important for social marketers to gain insight into the markets they are trying to effect. They must analyze the problem, the environment in which the problem takes place, and the resources available to them. This also helps you to identify potential partners for the campaign.
• “Social marketers must know as much about the market they are entering as someone considering opening a new pizza delivery service in a particular community.”
• “By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program.”
Chapter 7:
Studying the target audience, and what appeals to them is necessary to conducting a campaign that will catch on with the audience it is intended for. This can help identify misconceptions about the problem, and help you to tailor your message accordingly.
• “By conducting several focus groups with each segment, you might be able to identify the most effective messages or approaches to use.”
• “If you do not have access to the expertise needed for more formal research methods, then informal information gathering can also provide helpful insights. Go out and find members of your target audience. Talk to them, but more important, listen to them.”
Chapter 8:
Segmenting the target audience is crucial to creating messages that are tailored enough to be successful. Segmenting is all about brand positioning, and aligning your brand with the people it is intended for. Again, SM borrows from commercial marketing.
• “Social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each segment.”
• “’Targeting’ the general public is like using scattershot ammunition to try to ht a bull’s-eye; it is possible but not very efficient.”
Chapter 9:
Building a strategy by setting goals and objectives, considering the 4 (or more) P’s, and creating a plan for implementation is crucial to the success of SM campaigns.
• “Having measurable objectives from the outset is a way in which to assess the success of the program.”
• “Consider each ‘P’ of the social marketing mix in relation to your target audience segment.”
ReplyDeleteChapter 5:
Three sorts of research are used throughout the Social Marketing (SM) process, and each plays a valuable role in implementing and evaluating a campaign. These three types of research are Formative Research, Primary and Secondary Research, and Quantitative and Qualitative Research.
• “The role of formative research in social marketing is to guide the initial development of the program.”
• “Generally, the most efficient way in which to gather information is through secondary research data from studies already conducted by other researchers or organizations…Primary Research has the benefit of being tailored to the specific needs of your program.”
• “Using both qualitative and quantitative research provides different perspectives on the same situation.”
Chapter 6:
It is valuable and important for social marketers to gain insight into the markets they are trying to effect. They must analyze the problem, the environment in which the problem takes place, and the resources available to them. This also helps you to identify potential partners for the campaign.
• “Social marketers must know as much about the market they are entering as someone considering opening a new pizza delivery service in a particular community.”
• “By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program.”
Chapter 7:
Studying the target audience, and what appeals to them is necessary to conducting a campaign that will catch on with the audience it is intended for. This can help identify misconceptions about the problem, and help you to tailor your message accordingly.
• “By conducting several focus groups with each segment, you might be able to identify the most effective messages or approaches to use.”
• “If you do not have access to the expertise needed for more formal research methods, then informal information gathering can also provide helpful insights. Go out and find members of your target audience. Talk to them, but more important, listen to them.”
Chapter 8:
Segmenting the target audience is crucial to creating messages that are tailored enough to be successful. Segmenting is all about brand positioning, and aligning your brand with the people it is intended for. Again, SM borrows from commercial marketing.
• “Social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each segment.”
• “’Targeting’ the general public is like using scattershot ammunition to try to ht a bull’s-eye; it is possible but not very efficient.”
Chapter 9:
Building a strategy by setting goals and objectives, considering the 4 (or more) P’s, and creating a plan for implementation is crucial to the success of SM campaigns.
• “Having measurable objectives from the outset is a way in which to assess the success of the program.”
• “Consider each ‘P’ of the social marketing mix in relation to your target audience segment.”
SECTION II:
ReplyDeleteChapter 5- Research in the Social Marketing Process
1. This chapter outlines how formative research (guides the initial development of the program), primary and secondary research (your own research and that of others), and quantitative and qualitative research (integrating certain research methods).
2. It is unlikely that you will find all of the information you need in secondary research, so you will probably have to go out and conduct your own. This may include utilizing the qualitative and quantitative techniques. Quantitative research utilize methods such as standardized surveys, random samples, and statistical analysis. Qualitative research can really help you get to know your audience as well and understand the “why” of an issue.
Chapter 6- Analysis
1. Before planning a social marketing program, you must analyze critical issues beforehand such as, the problem that is to be addressed and the environment in which the program will be implemented.
2. Analyzing the Problem- “By understanding the causes of the disease or problem, you can identify the key preventive behaviors to promote” (34). After this step, you should determine the consequences of the problem, even considering the preventive behaviors, because those may have additional consequences. Analyzing the Environment- “To create sustained behavior change, the environment must be conducive to the actions you are promoting” (36). Certain trends may be affecting the lives of your target audience and it is vital to take note and understand these trends. Analyzing your resources- Working with partners could help out with the budget and distribute some of the work load. Who is going to fund your budget?
Chapter 7- Conducting Formative Research
1. To conduct formative (initial) research it is necessary to learn as much as you can about your surrounding environment and the target audience.
2. “The data you gather at this stage of the process can serve as a baseline from which to identify any changes occurring as a result of your program” (56). If you do not take the initial data collecting seriously, then your social marketing plan will most likely fail because you did not put the effort in to understanding your audience. A good idea to gain knowledge of your audience is to initiate a focus group, and it is important to have a good moderator
SECTION III
ReplyDeleteChapter 8- Segmenting the Target Audience
1. It is important to “segment” your target audience to create messages tailored for the people you are trying to reach.
2. “The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly” (70). People may be segmented according to their geographic state, demographic factors, physical/medical conditions, psychographic factors, attitudinal factors, and behavioral factors. In order to target your segments “consider which are the most important factors that determine whether a target audience member adopts the relevant behavior” (71). The exampled segmentation worksheet could be a good guide through breaking down your target audience.
Chapter 9- Building the Social Marketing Strategy
1. Goals and objectives are key in establishing a successful social marketing strategy.
2. “Objectives describe the intermediate steps that must be taken to reach each goal… The objectives may relate to changes in knowledge, attitudes, skills, or behaviors of the primary or secondary target audiences; changes in the environment or policy; or project milestones” (79). It is also good to note that you should not set unrealistic objectives for yourself. According to page 80, “there is nothing worse for morale than to come up short against unrealistic objectives, particularly when you do achieve a high degree of change.” Make sure your goals and objectives are clear, fundable, and achievable.
Question- Are focus groups ever bad for research because people may conform to other peoples opinions within the group if it in an open setting? Recently in another class I watched a psych study on strangers that have conformed to the initial response when asked an opinion based question.
Chapter 5.
ReplyDeleteUsing different types of research will give a better perspective on a situation, a key part of social marketing
The role of formative research in social marketing is to guide the initial development of the program. There are times when one type of data is more appropriate than the other but by integrating research methods throughout the program development process, your overall understanding of the issue will be much deeper.
Is there such thing as unnecessary research?
Chapter 6.
Assessing your market can determine wether an opportunity is feasible and where to start to best utilize your resources.
The environment can be either a help or a hinderance, presenting opportunities or barrios. A program needs more money to succeed it takes skilled personnel, adequate office facilities, access to the target audience, and time. Despite the benefits of working with partners, whenever you bring in additional organizations you expose the program to new and different types of challenges.
When analyzing resources how can personal impute be valued?
Chapter 7.
Conducting formative research is a way of rationalizing investment.
Ideally both qualitative and quantitative methods should be used together for a more complete picture. if you do not have access to the expertise needed for more formal research methods, then informal information gathering also can provide helpful insights
When should analysis of data be done by an outside party?
Chapter 8.
Segmentation enables a company to further understand their market by analyzing subgroups, and building more personal approaches toward them.
Target audience segmentation is one of the central features of social marketing borrowed from commercial practice. in addition to aiding in understanding the audience segmentation to identify the groups most reachable by a social marketing campaign and to position their product fro each segment.
How can target segments that are not easily reached be included without wasting resources?
Chapter 9.
Setting achievable goals and objectives it the best way to assess if a program is successful, while also stimulating new ideas.
Having measurable objectives from the outset is a way in which to assess the success of a program. Objectives are critical for both planning and evaluation. The must be measurable, for how else will you know if you have accomplished what you set out to do?
Can setting goals negatively effect the present moral of a program?
Chapter 5:
ReplyDeleteThesis: This chapter truly emphasizes the importance of research. Not only statistical research but using anthropological ideas and research to support the solution to your problem, and to target the audience it needs.
Support:There are four important types of research: Primary, Secondary, Qualitative and Quantitative. Each of these is important in its own way and has its own purpose in research development. Primary research is typically undervalued, and secondary research seems easier to use because it is going off of other studies, but primary is just as important. Also there should be a good balance between qualitative data, and quantitative, that is statistics and facts.
Question: How can qualitative data be as informative as quantitative if it isn't as concrete?
Chapter 6:
Thesis: In terms of reaching your target for social marketing, many of the factors that need to be analyzed are your environment and the resources it provides.
Support:One important tool in this is assessing if another company is doing a similar or the same social marketing campaign. If this is so, then the two campaigns should try to team up or support each other. Also knowing what demographic you're catering to definitely varies by location. For instance the needs of the mormons of Utah could be very different from those of the gay community in San Francisco.
Question: What if there are two competing demographics in a place such as Brooklyn where it is seen as a melting pot? Who do you cater to?
Chapter 7:
Thesis: An important part of conducting research of a specific group to later target is getting an emic point of view, or rather gathering information from the group itself.
Support: There are many different ways to conduct research on groups, bother quantitatively and qualitatively. Some of the qualitative methods that are commonly used are focus groups, interviews, or case studies. Some quantitative tools are surveys and databases. Using a combination of these methods or whatever would best suit the environment, you are likely to gather the most accurate data possible.
Question: How do you ensure that biases don't occur throughout this process? Or are they inevitable?
SECTION III
Chapter 8:
Thesis: A very important and efficient method of targeting an audience is to segment them using different factors such as: geographic, demographic, physical/medical, psychographic, attitudinal, and behavioral.
Support: "The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefor, are liable to respond to particular messages similarly. Think of a segment as a horizontal slice of a pyramid that represent the whole population."
Segmentation is used by companies like McDonald's that know their consumers inside and out and know that everyone from soccer moms to college kids buy food at McDonald's, but not for the same reasons. Therefor they cannot be targeted in the same way.
Question: How can you target two demographics at once using different factors? Is this efficient if there is a way?
Chapter 9:
Goal-setting is not only an effective method of getting what you want out of life, but out of social marketing as well.
If you ask yourself how can my campaign help the target audience reach their goal? You will reach your goals as well. Avoiding using project activities as your objectives is a good way to start. It is better to think of an objective and then what activity is best suited for it. Keeping the P's of marketing in mind is a good way to make sure your goals are efficient and will reach the target audience. Product, Price, Place, promotion, publics, partnerships, policy, and purse strings will all help you achieve your goal. How you ask? By combining these factors you can ask yourself many questions about the best ways to reach your audience. By using all these points, a good clear task should be at hand, and the next step is to create a work plan.
What if budgetary reasons prevent someone from being able to achieve their goals?
Section II and III
ReplyDeleteChapter 5-
1. There are 3 types of research used in the social marketing process: formative research, primary and secondary research, and qualitative and quantitative research.
2. “ Research plays a key role throughout the social marketing process- in understanding the issue and audience to develop an effective strategy.” (p.29)
“There are often times when one tpe of data is more appropriate than the other, but by integrating research methods throughout the program development process, your overall understanding of the issue will be much deeper.” (p.31)
Chapter 6-
1. It is necessary for social marketers to analyze the problem to be addressed, the environment in which the program with be implemented, and the resources available for the program.
2. “By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program. “ (p.33)
“Visualization of the potential negative consequences of an action often is effective in averting an unhealthy behavior” (p.35)
Chapter 7-
1. When social marketers are researching the segments of their target audience, they must find out the knowledge of the target audience, their attitudes and beliefs, their behaviors, and which communication channels they pay the most attention to.
2. “Focus groups are the research method most often associated with social marketing programs.” (p.56)
“Interpreting focus groups involves several levels of analysis. Within each focus group look at the words spoken by individuals as well as the key points made by the group as a whole.” (p.62)
Chapter 8-
1. In order to have a more strategic campaign, social marketing is more effective when segmenting the target audience.
2. “Narrowing down the audience allows you to tailor the message to specific needs of particular groups.” (p.69)
“Segmentation helps you to develop an audience centered program by getting to know and understand the various subgroups the might be in your target audience.” (p.69)
“In social marketing, it is often more useful to go beyond simple demographics such as gender and race- although these also might be quite important- to attitudes and behaviors.” (p.70)
Chapter 9-
1. Setting goals and measurable objectives that relate to your program, and considering the elements of the marketing mix will help implement an effective social marketing strategy.
2. “objectives describe the intermediate steps that must be taken to reach each goal…The objectives may relate to changes in knowledge, attitude, skills, or behaviors of the primary or secondary target audiences, changes in the environment or policy, or project milestones.” (p.79)
“Effective objectives clearly state who will do or change what by when and by how much… Specific, Measurable, Achievable, Relevant, Time framed”. (p.80)
Question: What is the most effective form of research for the beginning stages of social marketing? Once a program is in action? Is there a post program research?
Section 2.
ReplyDeleteChapter 5.
Providing a foundation of research (both primary and secondary) is essential for understanding what your audience’s needs/ desires are as well as understanding your message you want to target towards them.
“To decide how best to reach your target audience with your message, you will need to find data on the types of media it pays attention to and where it gets its information on your issue, not just the standard knowledge, attitudes and behavior statistics.” (p. 30)
“Before you start any research, know why you are collecting that information.” (p. 30) This is the most fundamental part of researching. If you don’t fully understand why you are researching then you cannot produce an effective message and will not get desired results.
Chapter 6.
Analyzing the market conditions of the social problem and the audience that the problem is addressed to will help cultivate a more effective message.
Important questions to consider while analyzing the marketing environment should include:
What social, economic or demographic factors might be at work in the community?
What is the political climate in relation to the topic or target audience you are addressing?
What current policies or pending legislation might affect your target audience’s response to the social marketing program?
What other organizations currently are addressing the issue in your community?
What message will be competing with your program for attention?
While having all sorts of ideas for analyzing the market keep a realistic view on what you can actually accomplish. Budget restrictions will limit you on what you can accomplish and will help prioritize what is most important to identify.
Chapter 7.
Effective research includes both qualitative and quantitative information about your audience and the issue at that you are trying to address. Focus groups are one of the most effective ways to go about collecting information.
“focus groups can be used at several points in the social marketing process to conduct preliminary research for strategy development, to test messages and concepts, to pretest draft executions, and to evaluate the target audience’s response to the social marketing program. “ (p.56)
“The key at this stage is to learn as much as possible about the world and worldview of each target audience segment.” (53)
Section 3.
Chapter 8.
Segmenting enables the marketer to place their audience in to different distinct groups that have similar characteristics which provides them with dealing with similar responses.
“To determine the most important segmentation criteria, consider which are the most important factors that determine whether a target audience member adopts the relevant behavior.” (p. 71)
“Segmentation helps you to develop an audience centered program by getting to know and understand the various subgroups that might be in your target audience. Creating a profile of the people in each segment can focus your thinking and keep you on track as you go through the planning process.” (p. 69)
Chapter 9.
Once the research has been adequately gathered it is time to build a program strategy.
“consider each “P” of the social marketing mix in relation your target audience segments.” (p. 81.)
“When writing your objectives, keep in mind the SMART format to ensure they will be useful in guiding your program and evaluating your success.” (p. 80)
Question- What are the biggest challenges or pitfalls when developing a program strategy?
Chapter 5:
ReplyDelete1. Research is a crucial aspect of the social marketing process that includes strategy as well as evaluations of the plan while its underway and after its completion.
2. Research is integral to the success of a social marketing plan. It is the backbone for the decisions that will be made in every stage of the plan that follows; "Research plays a key tole throughout the social marketing process-in understanding the issue ad the audience to develop strategy, in tracking the implementation of the program, and in assessing the success of your efforts." (pg. 29)
Chapter 6:
1. Analysis provides the information necessary about a problem and the environment it affects as well as the resources available to fix it when organizing a social marketing campaign.
2. Before you plan to market a behavior change to any populace you must first understand the problem being addressed with the change, the environment in which that problem exists and the resources available to you and the populace in affecting that problem with a change in behavior. The text states, "By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program. A realistic assessment of your available resources will help to narrow the scope of the program or may highlight the need for participation from other groups." (pg. 33)
Chapter 7:
1. Learning about the target audience(s) through first hand formative research is incredibly valuable to the success of a social marketing plan.
2.The text mentions getting to know the target audience(s) from "the horse's mouth" (pg. 53) meaning that it is better to learn about the ideas, ideals, and world views of the target audience from the people themselves as opposed to some set of secondary data. Social marketers can use both qualitative (focus groups and interviews) as well as quantitative (surveys and databases) to develop this understanding.
Chapter 8:
1.Segmenting the population of your target audience into smaller subsets or groups allows social marketers to tailor their messages more accurately to each of those groups, therefore making the campaign more successful.
2. The text explains that you can segment your audience by simple demographics but it is also beneficial to segment the population by attitudes and behaviors. Segmentation allows you to target specific groups rather than the general populace. ""Targeting" the general public is like using scattershot ammunition to hit a bull's-eye; it is possible but not very efficient." (pg. 69)
Chapter 9:
1. Once you have compiled the knowledge learned about the problem you are addressing and all of the variables at hand in marketing a solution you can begin to plan the social marketing strategy of goals, development, and objectives.
2.The social marketing strategy involves setting goals and objectives, developing the social marketing mix, and creating a work plan to keep on task and meet deadlines. "In the strategy, you will set goals and ,assurable objectives, consider the elements of the marketing mix as they relate to your program, and create a work plan for program development." (pg.79)
SECTION II
ReplyDeleteChapter 5:
-Research is an important step in the process of creating a social marketing campaign.
-It can be broken down into three categories, formative research, process evaluation, and summative evaluation.
-Formative research is what we’ll focus on, as it is used to create a strong base for a successful campaign.
Chapter 6:
-Analyzing the environment, people, and other businesses involved in whatever category a campaign takes place in is extremely important in creating a successful plan.
-“By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program.”
-Analyzing the research you do serves to educate you about how to best address your campaign.
Chapter 7:
-Formative research is important in figuring out how to best reach your target audience, by also understanding life from their perspectives.
-“Your aim is to get a clear and complete picture of how best to reach each segment of your target audience.”
-Getting feedback from people in your target audience, through the use of focus groups for example, will be incredibly useful, but it is most important to create a safe and comfortable environment for the people you will be interviewing.
SECTION III
Chapter 8:
-Segmenting your audience will help narrow your scope to most effectively reach them.
-“…social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each segment.
-Segments can be broken down in many different ways, from geography, age, gender, interests, career, attitudes and behaviors, etc.
Chapter 9:
-Using the information gained from formative research, you can begin to build a strategy for your campaign.
-“Having measureable objectives from the outset is a way in which to assess the success of the program.”
-Creating a detailed work plan will help you solve the tasks ahead of you, and succeed with your measureable objectives.
Chapter 5
ReplyDelete1. The use of a variety of research techniques is essential throughout the social marketing process.
2. “The role of formative research in social marketing is to guide the initial development of the program.”
“In the pretesting stage, primary research in unavoidable; you must test your messages and materials with your own target audience. Such research also is necessary to assess the effects of the social marketing program once it has been implemented.”
Chapter 6
1. Analyzing the problem, environment and resources available is a key part of beginning to plan a social marketing program.
2.”By understanding the causes of the disease or problem, you can identify the key preventive behaviors to promote.”
“Knowing what you are competing with will help you break through the clutter.”
“A program needs more than money to succeed; it takes skilled personnel, adequate office facilities, access to the target audience, and (not least of all) time.”
Chapter 7
1. Primary research should be used to build on your knowledge from secondary research, so that you may learn how your target audience thinks and how best to reach each segment of that audience.
2. “Ideally, both qualitative and quantitative methods should be used together for a more complete picture. Each type of research provides a different type of insight into your target audience members’ lives.”
”If you do nothing else, at least invest some time in speaking directly with target audience members.”
Chapter 8
1.Segmenting your target audience will help you to be more efficient and develop different campaigns for the subgroups of your audience.
2. “The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly.”
“Approaches to each segment may differ because of the distinctive needs of some groups, differing responsiveness of segments, or the degree of efficiency in using separate strategies for each segment.”
Chapter 9
1. Using the results of the research can help you build a social marketing strategy that contains realistic goals and objectives, considers how the social market relates to your program and creates a work plan.
2. “Having measurable objectives from the outset is a way in which to asses the success of the program.”
“Consider each ‘P’ of the social marketing mix in relation to your target audience segments (if you are targeting more than one segment, than you may have a different mix for each).”
“The work plan should help to keep the project on schedule by making sure that all staff know their roles and how they relate to the tasks others are performing.”
Question: When segmenting a target audience, what is the best factor to base the groups on?
SECTION II
ReplyDeleteChp. 5: Research is a necessary component of the social marketing process and must be used throughout the campaign to ensure successful execution.
a. "The role of formative research is social marketing is to guide initial development of the program," (29).
b. "Formative research occurs throughout the first four steps of the process: analysis, strategy development, program and communication design and pretesting," (30).
Chp. 6: Before beginning a social marketing campaign, marketers must analyze the problem, the environment, and potential resources and partners.
a. In analyzing the problem ask yourself: What aspect of the problem will you address? What's the epidemology of the problem? What can be done to prevent the occurrence and spread? What are the consequences? What knowledge, attitudes and behaviors are related to the problem? How successful have previous attempts been?
b. When analyzing the environment, knowing what you're competing with will help you break through the clutter (competition).
Chp. 7: Marketers can most effectively reach their target audience by researching their knowledge, attitudes, beliefs, behaviors, and communication channels.
a. "Ideally both qualitative and quantitative methods should be used together," (54).
b. "Focus groups are the research method most often associated with social marketing programs" and "are used to obtain insight into people's perceptions, beliefs and language related to a particular issue," (56).
SECTION III
Chp. 8: Segmentation is important because it allows marketers to develop more specific campaigns that address the needs of the target audience.
a. "Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience," (69).
b. "Creating a profile of the people in each segment can focus your thinking and keep you on track as you go through the planning process," (69).
Chp. 9: With the research complete, you can start to build a program strategy in which you will set goals and measurable objectives, consider elements of the marketing mix and create a work plan for program development.
a. "Having measurable objectives from the outset is a way to access the success of the program," (79).
b. "Effective objectives clearly state who will do or change what by when and by how much," (80). They will also implement the SMART format: Specific, Measurable, Achievable, Relevant and Time-framed, (80).
Q: How does a marketer decide if other organizations doing similar work are competition or potential partners?
SECTION II
ReplyDeleteChapter 5:
Various forms of research should be implemented in order to ensure the success of a marketing campaign- such types include Formative Research, Process Evaluation Research and Summative Evaluation through quantitative and qualitative sources.
“Research plays a key role throughout the social marketing process- in understanding the issue and audience to develop an effective strategy, in tracking the implementation of the program, and in assessing the success of your efforts” (p. 29)
"There are times when one type of data is more appropriate than the other, but by integrating research methods throughout the program development process, your overall understanding of the issue will be much deeper." (p. 31)
Chapter 6:
Analysis is one of the most important aspects of a social media campaign, and can be done through multiple sources and consider the problem, the environment as well as your resources.
“By understanding the problem and the environment, you will be better to identify potential opportunities and stumbling blocks for the program. A realistic assessment of your available resources will help you narrow the scope of the program or may highlight the need for participation from other groups.” (p. 33)
“The environment can either be a help or a hindrance, presenting opportunities or barriers. Knowing what you are competing with will help you break through the clutter” (p. 36).
Chapter 7:
Formative research is conducted with the goal of learning as much as possible about the target market on which your campaign will be focusing, including evaluations of knowledge, attitudes and beliefs, behaviors and communication channels through various techniques so as to customize your marketing strategy.
“Probing at the knowledge, attitudes, beliefs, behaviors, and communication channels of the target audience allows social marketers to understand how “each target audience segment thinks about and deals with the problem” (p. 54)
“Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problem” (ALSO p. 54)
SECTION III
Chapter 8:
Segmenting the target audience allows marketers to be more precise in terms of specifics with the goal of reaching the maximum positive effect with target groups.
“Similarly, social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each segment. Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience.”(p. 69)
“The balancing act lies in choosing between segments that are not very different from the population as a whole versus being so specific that only a small number of people fall into the segment.” (p. 70)
Chapter 9:
Building the Social Marketing Strategy serves as a reference point throughout the development process of your marketing campaign which in turn sets goals and objectives through your plan and marketing mix while adapting to and considering various elements for success.
“Having measurable objectives from the outset is a way in which to assess the success of the program” (p. 79)
“Effective objectives clearly state who will do or change what by when and by how much. When writing your objectives, keep in mind the SMART format to ensure they will be useful in guiding your program and evaluating your success.” (p. 80)
QUESTION:
What roles do media channels play in the evaluating the success of a campaign based on previously conducted research? How can a social marketing campaign prematurely evaluate which channels are best?
Chapter 5
ReplyDelete1. A crucial part of social marketing is formative research, which a marketer uses to strategize a campaign by gathering information about its audience as well as learning about the issue it aims to address.
2. "The role of formative research in social marketing is to guide the initial development of the program." (p. 29)
3. "Using both quantitative and qualitative research provides different perspectives on the same situation." (p. 32)
Chapter 6
1. To develop a successful social marketing program, a marketer needs to analyze the problem, the environment and the resources involved.
2. "If you are not aware of what has already been tried, you might indeed be condemned to repeat the past, including making the same mistakes as others." (p. 36)
3. "Nothing occurs in a vacuum, and your program is no exception. You campaign will be just one of many messages that people receive in the course of their days. Knowing what you are competing with will help you break through the clutter." (p. 36)
Chapter 7
1. Primary and secondary research can be done quantitatively and qualitatively to provide valuable information about targeted segments.
2. "[Focus groups] are used to obtain insights into people's perceptions, beliefs and language related to a particular issue." (p. 56)
3. "Designing effective questions for the main section of the focus group takes strategic thinking. The questions you ask will depend on your purpose; exploratory focus groups will be very different from pretesting focus groups. Separate the questions that are nice to know from the ones that you need to know. Make sure that you have a purpose behind every question you ask. Use the idea of "backward research" to identify all the information you need to make decisions in your program. Design questions to get that information in the most effective way." (p. 60)
Chapter 8
1. In order to deliver the most effective social marketing program possible, it is necessary to segment the target audience to avoid targeting too large of a population and to determine how resources will be allocated.
2. "In social marketing it is often more useful to go beyond simple demographics such as gender and race - although these also might be quite important - to attitudes and behaviors." (p. 70)
3. "Approaches to each segment may differ because of the distinctive needs of some groups, differing responsiveness of segments, or the degree of efficiency in using separate strategies for each segment. The nine factors are the following: segment size, problem incidence, problem severity, defenselessness, reachability, general responsiveness, incremental costs, responsiveness to marketing mix and organizational capability." (p. 72-73)
Chapter 9
1. After thoroughly researching, analyzing and learning about the audience and the issue, the process of building a social marketing strategy can begin.
2. "In the strategy, you will set goals and measurable objectives, consider the elements of the marketing mix as they relate to your program, and create a work plan for program development." (p. 79)
3. "The work plan should be as detailed as you can make it, including the following for each objective: tasks and subtasks, person responsible, deadline, and resources needed." (p. 84)
Question: On average, how long does the research part of the process take before a strategy can be developed?
Chap 5:
ReplyDelete1. Thesis- Research is key in developing the correct marketing strategy and goes a long way in determining the overall success of the campaign.
2. Research is needed to define problems, define target audience, identify barriers, and compile a marketing mix. “Primary research has the benefit of being tailored to the specific needs of your program.”
Chap 6:
1. Thesis- Before developing a social marketing strategy it is important that marketers determine the problem, environment, and resources to benefit the longevity of the campaign.
2. “Several factors need to be analyzed in the preliminary stages of creating a social marketing campaign; the problem that is being addressed, the environment the campaign is targeting, and the resources that are currently available for implementation.”
“Knowing what you are competing with will help you break through the clutter.” This quote is perfect and explains why it is important for social marketers to determine the problem, environment, and resources needed to be successful and separate themselves from the others.
Chap 7:
1. Thesis- Determining a specific target market and narrowing down that particular target audience into focus groups gives social marketers a better opportunity to reach the public audience there are aiming for.
2. “By separating each segment of your target audience into its own focus group, you can identify any differences that might exist among subgroups.” The focus group is controlled by a mediator who asks the group of 8-10 a series of questions to discuss.
Chap 8:
1. Thesis- In order for the campaign to be adequate, segmentation is used to aid in the social marketers quest of narrowing the particular target audience.
2. “Target audience-segmentation is one of the central features of social marketing borrowed from commercial practice. Companies such as McDonald’s know their consumers inside and out create advertising aimed at particular segments of the population.”
“You might identify some segments as being easier to reach or ready to make a behavior change”
Chap 9:
1. Thesis- A way for social marketers to measure the success of the campaign along with determining the end result of the campaign, goals and objectives are established.
2. “The social marketing mix helps you to think through a comprehensive strategy for your program.” The goals and objectives set by the social marketers must be specific, measurable, achievable, relevant, and time framed. These things ensure that the goal is in fact realistic.
5. A. Research is an integral part of the social marketing process because it is essential in understanding the audience and the purpose of your campaign.
ReplyDeleteB. “Formative research aids in the development of a strategy and includes the problem and environmental analysis, target audience research and pretesting of messages and materials.
“By using the process of backwards research, you will know the questions to ask to get the information you need for strategic decision making. And you will be conducting research with precisely the people for whom the program is being developed.”
6. A. Once research is collected, analysis is required to make sure the problems can be addressed in an appropriate and effective way.
B. “Similarly, social marketers must analyze several major issues when beginning to plan a social marketing program, including the following: the problem to be addressed, the environment in which the program will be implemented, resources available for the program.”
“By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program.”
7. A. Social marketers use formative research methods to gain knowledge about key areas of their target audience: knowledge level, attitudes and beliefs, behaviors and communication channels.
B. “To determine the best way in which to reach the people in each segment, go directly to the experts- members of the segments themselves.”
“To ensure that the participants are fairly representative, conduct at least two or three focus groups with people from each segment. When you start hearing the same ideas over and over with no new insights emerging, you have achieved saturation with that segment.”
8. Segmenting your audience makes your message more effective because through your research, you can tailor you message to be heard by different sub-groups.
ReplyDelete“Even if you feel that the issue is one that affects people across population (e.g., energy conservation, dental health), narrowing down the audience allows you to tailor the message to specific needs of particular groups.”
“Think about geographic, demographic, physical/medical, psychographic, attitudinal and behavioral characteristics that might define subgroups of the target audience that would respond differently to your program.”
9. A. After collecting formative research, it is important to then set reasonable goals and objectives so that a destination becomes foreseeable in the social marketing process.
B. “With the data you have gathered about the problem and the target audience, you can now set reasonable goals and objectives for the social marketing program. Having measurable objectives from the outset is a way in which to assess the success of a program.”
“Consider how much change you can realistically expect to achieve as compared to the baseline data. There is nothing worse for morale than to come up short against unrealistic objectives, particularly when you do achieve a relatively high degree of change.”
Chapter 5.
ReplyDeleteDoing research and collecting data of all kinds are key steps in developing a successful social marketing strategy.
- "Formative research aids in the development of the strategy." This quote demonstrates the importance of comprehensive planning and research before a team can put together a strategy. Without knowing who the audience is and what motivates them, they will be useless.
- "Formative research occurs throughout the first four steps of the process: analysis, strategy development, program and communication design, and pretesting." Formative research in particular is a lengthy process, but is necessary for a solid foundation to a successful social marketing campaign.
Chapter 6.
After thoroughly researching the problem which is being addressed, another crucial component to putting together a successful social marketing campaign is evaluating your resources and deciding whether they are sufficient to fund your campaign or whether the partnership of a third part will be needed.
- "A realistic assessment of your available resources will help narrow the scope of the program or may highlight the need for participation from other groups." This quote emphasizes that if the necessary funds aren't present, one of two options must be chosen: down scaling or partnership.
- "Even if you have sufficient funds, consider inviting others to join the project to expand the reach of your program." While joining in a corporate partnership can have great financial benefits, perhaps more importantly it can also help to get the word out to a larger audience than you would have previously been able to obtain.
Chapter 7.
ReplyDeleteConducting focus groups is a key strategy in obtaining qualitative research about the target audience for your social marketing campaign.
- "By conducting several focus groups with each segment, you might be able to identify the most effective messages or approaches to use." By speaking directly with a sample of people who would be typically receiving your message, your gathering the opinion and motives straight from the horse’s mouth.
- "Focus groups can be used at several points in the social marketing process- to conduct preliminary research for strategy development, to test messages and concepts, to pretest draft executions, and to evaluate the target audience's response to the social marketing program." As you can see, focus groups and the results obtained from them, are invaluable in every step of planning a successful social marketing campaign.
Chapter 8.
Segmenting your target audience and using different strategies to reach them is vastly more effective than producing one broad reaching message for the entire audience.
- “In addition to aiding in understanding the audience, segmentation can help you to spend resources more efficiently.” This quote shows that not only will audiences get a message they will connect with better using segmentation, but your company will also benefit by wasting less resources on people who won’t receive them well.
- “The advantage of targeting the people who are ready to change or are more easily reachable is that you will see results right away, and those people can help you reach out to others.” This quote demonstrates a benefit of focusing on “targets of opportunity,” because of their willingness to be a part of your message with less convincing than other segments of your audience. In short, they will be integral in the spreading of your message to others.
Chapter 9.
Once all preliminary research is done, you should set realistic measurable goals and objectives with regard to your strategy.
- “Rather, the objectives should state the desired outcomes of those activities, such as “to increase knowledge” or “to implement the policy in 10 counties.” This quote demonstrates that the nature of the objectives should specify what your audience gets out of your work, not the work you put in for the audience.
- When setting objectives, keep in mind the SMART format which ensures you’re setting objectives which will truly benefit your strategy. The SMART format is as follows:
“Specific, Measurable, Achievable, Relevant, and Time framed”
Question- Is it worth partnering with a controversial company in order to reach a broader audience if you could possibly lose loyal preexisting costumers in the process?
Ch 5
ReplyDeleteResearch is a very important element to any successful marketing plan. The use of many information resources will also benefit when it comes to initial research. Things to keep in mind while using multiple resources are the credibility of each source, their given viewpoints, and the reliability of the sources. Executing proper research techniques will aid in success for any social marketing plan.
“Before you start any research, know why you are collecting that information.”
Setting goals will also help in the research process. If you do not have set goals, you cannot create objectives to reach those goals. Maintaining an outline of what you want to get done will make research much easier. If you do not know what you are looking for, even the most basic research can feel overwhelming or frustrating. Structuring your a sense of direction will ease any burden that comes with researching for a marketing plan.
Ch 6
Analyzing the research you collect is just as important as gathering it in the first place. You can gather all the research for a topic in the world, but if you do not have any understanding of it, the purpose is defeated. Understanding who, what, where, and why you have done research is a very progressive step in social marketing.
“There are many ways in which to approach a problem.”
What approach you take on an issue could make, or break your plan. This is where the viewpoint of your resources comes into play. Understanding not only where your research comes from, but what approach those people take on the issue as well. For example, the classic viewpoint battle of Fox News versus CNN (Or often times, any other news provider). Any issue of discussion can take on many approaches to the given issue. In social marketing, it is important to stick to your approach and deliver as powerfully as you can.
Ch 7
Successfully selecting a target audience is essential to any social marketing plan. Full understanding of their lifestyles will aid in success.
Segmentation of target groups will allow you to easily pick who you want to target. Consumers generally fall into several target groups. Knowledge and understanding of the message you are trying to present will allow for easy segmentation. If you know what message you want to give, it will become clear to who will likely receive the message in its entirety.
Like backwards research, knowing what your target audience does not want can be helpful too. Commercials and marketing plans often use techniques like this in their campaigns. For example, mocking a competitor’s product to help show why their product or view on a topic is superior.
Ch 8
ReplyDeleteSegmentation allows for precision while presenting a message to a targeted audience.
Knowing how to reach multiple audiences while still promoting a single message or product is something that sets good plans apart from great ones. For example, McDonald’s advertises their “Happy Meal” in more than one way in order for it to appeal to more people. Companies do this very often. This is a result of understanding how people perceive things in different ways. What is appealing to one consumer may not be to another.
While targeting various groups, allocating what information you give is very important. You do not want to give one group too much attention and not enough to another. Also the information you give each group needs to be suitable for the given group. You do not want to provide differently segmented groups with the same information of approach to a topic.
Ch 9
Goals and objectives are critically essential to building a successful social marketing strategy. Sticking to your plan and achieving your goals through each set objective will aid in success.
“Without having a destination in sight, you might steer in the wrong direction, never knowing you have lost your way. You must be careful, however, to be realistic when setting goals.”
Sticking to a plan once it is made takes a lot of discipline. It is easy to get distracted or go off on tangent thoughts when a plan is set. Also, ideas are contagious. This is where keeping a realistic approach is useful. Once a great idea is turned into a goal, the objectives become the most important steps in achieving the goal. You do not want to overlook or jump ahead of objectives. Doing such will lead you astray from your planning path to success.
Question: What should be done if a plan falls apart midway?
CHAPTER 5
ReplyDelete1. Research plays a significant role in the social marketing process, different types are used in different settings, and formative research is the first to be used.
2A. “The role of formative research in social marketing is to guide the initial development of the program.” (29)
2B. “"Using both quantitative and qualitative research provides different perspectives on the same situation." (31)
CHAPTER 6
1. In order to create success for a social marketing campaign the marketer needs to become familiar with the problem, environment, resources, and all other important details surrounding it.
2A. “By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for the program.” (33)
2B. “Social marketers must analyze several major issues when beginning to plan a social marketing program, including the following; The problem to be addressed, The environment in which the program will be implemented”, Resources available for the program.” (33)
CHAPTER 7
1. Focus Groups, qualitative, and quantitative methods are key in order to help find out more information on the desired audience, or target segments.
2A. “Focus groups are the research method most often associated with social marketing programs. They are used to obtain insights into people's perceptions, beliefs and language related to a particular issue." (56)
2B. Speaking about the 3 previously mentioned, (Qualitative, Quantitative, Focus groups) “Each type of research provides a different type of insight into your target audience members lives.” (54)
CHAPTER 8
1. By choosing a specific target audience you are able to narrow down and hit a desired target with more of a specific and personal message
2A. “The goal of segmentation is to identify distinct groups of people who are like each other in key ways, and therefore, are liable to respond to particular messages similarly.“ (70)
2B. “As with the primary target audience, the next step after identifying the likely segments within the secondary audience is to conduct your own research directly with the people in each key segment. This serves to refine the preliminary segmentation and to expand your knowledge about the people in these very specific groups.” (73)
CHAPTER 9
1. A program strategy is composed of goals, measurable objectives, elements related to the marketing mix, and a work plan for program development.
2A. “Having measurable objectives from outset is a way in which to assess the success of the program. Without having a destination in sight, you might steer in the wrong direction, never knowing you have lost your way. You must be careful, however, to be realistic when setting goals.” (79)
2B. SMART chart on page (80) referring to goals; Specific, measurable, achievable, relevant, time framed.
QUESTION- Can SMART be broken down into smaller parts within the business and still have different deadlines?
Social marketing is a hot topic these days. We always seem to care what other people are doing, which influences what we do, and if businesses want to attract a new customer, or organizations want to entice others to join, they have to pesuade people to do so. And if we can get a few people to hop on the bandwagon, what's to stop us for attempting to entice a few more? And why stop there!? But in order to do this, to entice our audientce, we must figure out who are audience is. Then, it's time to develop a strategy as to how we will reach them, and inform them of our message. How will we measure if we are successful at that? That's another question to answer!
ReplyDeleteAnd we musn't forget the 4 p's! We hear that a lot as PComm Majors! Product, price, place, promotion.... These are things to figure out before you can really thrust into a social marketing campaign. I find it relieving that there is a procedure to follow that has been well developed and proven to work. I like that someone out there created a stages that I can follow when I want to attack a marketing challenge. Stages like: analysis, strategy development, program/communication design, pretesting, implementation, and evaluation/feedback; these steps allow me to take a possibly daunting project, and break it down into it's basic parts. Once you do that, you can fine tune your plan, and really understand if what you devised was amazing, or a complete disaster. And even if it is a disaster, there is always something to be learned!
One thing that really excites me, is research-- oddly enough! I never thought of myself as a "numbers" person, but I totally am. I like numbers, stats, datum (did I use that right?!) because these things show you cold, hard facts (data collected from surveys, etc). And you need those facts to help you figure out if your plan is working. You need to collect stats/numbers before and after you embark on a project. So, for example, I'm interested in brainstorming ways to help working families in our community, with children under the age of 5, get their children to day care, and then themselves to work, despite not having a car, or access to public transportation.
Because of my experience, I feel that there is a need for services to help these families, but do I really know for sure? How will I find out for sure? You guessed it! I must get the numbers/stats to prove there's a need for services to help these people. If I wanted to responded to an RFP to get grant money to fund my project of creating services to help these people, I would need numbers to back up my claim that there is a need for the services I'm proposing. So perhaps I would do a study, and survey people to find out if there was a need. I would use this data to decide if I should move forward in my plan, or reconsider. If I created a social marketing campaign around getting the word out about these services I've created, I could also do research to measure how my social marketing campaign worked. If we ended up creating a program to serve these families, we could conduct more surveys down the road to see if what we're doing is helping. We can get feed back from people on how we can modify what we're doing, etc. There is so much research we can do, all the time....it could go on forever!
There is so much to consider when working on social marketing campaigns, or marketing campaigns in general. But it's very empowering to come up with a solution to a problem, creatively think of ways to make the solution a reality, then implement your strategies, and then measure the success. It's exciting to be a part of! :)
*Section 2*
ReplyDelete• Chapter Five
Main Point: Research is a very intricate and steady process of gathering as much information as possible to put odds of success in your favor. There are so many ways to analyze one subject, there is no such thing as too much information.
Quote 1: For example, to decide how best to reach your target audience with your message, you will need to find data on the types of media it pays attention to and where it gets its information on your issue, not just standard knowledge, attitudes, and behaviors statistics.
Quote 2: Qualitative research helps you to understand the issue from the target audience members’ points of view and enables you to find out why they think or do something the way they do.
• Chapter Six
Main Point: After a campaign has cultivated as much research to the best of their abilities, It is then where they begin analyzing their information and ask a lot of questions-- to then answer and better understand even if that means working with 3rd party organizations.
Quote 1: To create sustained behavior change, the environment must be conducive to the actions you are promoting. After analyzing the situation, you might realize that the program should devote resources to creating a supportive context for your target audience’s behavior change efforts.
Quote 2: By pooling resources and promoting the campaign through many organizations working toward the same goal, you can produce a synergistic effect greater than each could achieve on its own.
*Section 3*
• Chapter 7
Main Point: Finding out more about the various target audience segments through focus groups is important in order to determine the best way to reach these people.
Quote 1: "Words that come straight from the horse's mouth often are ore useful in helping you to develop appropriate messages than are preprocessed secondary data. The key at this stage is to learn as much as possible about the world and worldview of each target audience segment."
Quote 2: "By separating each segment of your target audience into its own focus group, you can identify any differences that might exist among subgroups. Putting similar people together will also help them feel more comfortable speaking candidly."
• Chapter 8
Main Point: You need to decide which segments of the target audience you will focus on in order to develop a strategy.
Quote 1: Segmentation will help you to be more strategic in developing your program. Even if you feel that the issue is one that affects people across the population, narrowing down the audience allows you to tailor the message to specific needs of particular groups.
Quote 2: The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly. Think of a segment as a horizontal slice of a pyramid that represents the whole population.
• Chapter 9
Main Point: It is always good to have an idea of milestones to reach with your campaign. Once a campaign has set goals for their company it is time to set standards on how the goals will be ultimately achieved.
Quote 1: Objectives describe the intermediate steps that must be taken to reach each goal. They are not the activities you will use to get there but rather the steps that have to happen to lead to attainment of the goal.
Quote 2: Deadlines can provide the motivation to complete each task time. As with all things in life, however, whatever can go wrong will go wrong, so make sure to budget additional time and funds to accommodate Murphy’s Law.
Ch. 5 "Research plays a key role throughout the social marketing process - in understanding the issue and audience to develop an effective strategy, in tracking the implementation of the program, and in assessing the success of your efforts.
ReplyDeleteQuote 1: Formative research occurs throughout the first four steps of the process: analysis, strategy development, program and communication design, and pretesting.
Quote 2: Another research concept that you need to know is the distinction between quantitative and qualitative research methods. When you think of the word research, what comes to mind? Things like statistics, experiments, and precision? The type of research most of us are familiar with involves quantitative methods such as standardized surveys, random samples and statistics analysis.
Ch. 6 "Social marketers must analyze several major issues when beginning to plan a social marketing program, including the following: The problem to be addressed, the environment in which the program will be implemented and resources available for the program."
Quote 1: Having learned as much about the problem as possible, particularly as it relates to your social community area, turn your attention now to the environment that will surround the social marketing program. Nothing occurs in a vacuum, and your program is no exception. Your campaign will be just one of many messages that people will receive in the course of their days. Knowing what you are competing with will help you break through the clutter.
Quote 2: A program needs more than money to succeed; it takes skilled personnel, adequate office facilities, access to the target audience, and last but not least of all, time. Some questions to ask yourself before moving forward include the following: What is the total budget you can afford for the social marketing program? How much comes from grants or other outside funding, and how much will be paid by your organization?
Ch. 7 "The questions to ask through primary research are similar to those in the secondary research collection process, but with additional depth and detail.?
Quote 1: Social marketers use a variety of research techniques to gather information and learn more about how each target audience segment thinks about and deals with the problem. Ideally, both qualitative and quantitative methods should be used together for a more complete picture.
Quote 2: If you do not have access to the expertise needed for more formal research methods, then informal information gathering also can provide helpful insights. Go out and find members of your target audience, talk to them, but more important, listen to them.
Ch. 8 "Target audience segmentation is one of the central features of social marketing borrowed from commercial practice."
ReplyDeleteQuotes 1: Social marketers can use segmentation to identify the groups most reachable by a social marketing campaign and to position their product for each segment. Segmentation helps you to develop an audience centered program by getting to know and understand the various subgroups that might be in your target audience.
Quote 2: In addition to aiding in understanding the audience, segmentation can help you to spend resources more efficiently. The segments you choose to address through the planning process.
Ch. 9 "The goal of your program refers to the overall change in the health or social problem your program will strive to reach."
Quote 1: Objectives describe the intermediate steps that must be taken to reach each goal. They are not activities you will use to get there but rather the steps that have to happen to lead to attainment of the goal.
Quote 2: Avoid using the project activities as your objectives such as to create an online social network site or to offer a training workshop. Rather, the objectives should state the desired outcome of those activities, such as "to increase knowledge" or "to implement the policy in 10 counties. Under each objective, you would then determine what types of activities will best help you achieve those changes.