This blogging assignment is due as a threaded blog post below by Wednesday, 2/6 at 6:00 pm. No exceptions for late work, except with Dr. W's consent.
Read our HANDS ON SOCIAL MARKETING book, Section IV.
In a SINGLE blog post below for ALL chapters in Section IV, provide:
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 Section IV.
Game on,
Dr. W
Chapter 10
ReplyDeleteAltering an environment through design can make it easier for someone to preform a desired behavior or make it more difficult for someone to preform an undesired behavior.
“Besides the product, the environment surrounding an individual affects his or her decisions as well…Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable long term.” Pg 96
“In all cases, however, the choice of which of which way to go must be voluntary. Otherwise, it is no longer a choice but a mandate. Our goal should be to make the choice the most beneficial to the target audience the one that is the easiest or feels the most natural.” Pg 98
Chapter 11
Effective messages that produce long lasting effects on the target audience require a solid theory; each theory is made up of different elements, determining these makes the theory more effective.
“But a major behavior change in a person’s lifestyle, such as quitting smoking or starting a compost heap, involves a complex though process. So much so, in fact, that researchers have proposed many different models to explain the transition from non adoption to adoption and, more important, to elucidate how to affect that process. “ pg 105
“Before you jump right into writing a script or designing a billboard, spend some time thinking about the basic elements of your message based on the theoretical constructs you choose. The concept development stage determines what you will say in your communications rather than how you will say it (the execution).” Pg 111
Chapter 12
In order to find the most effective way to reach a target audience, you must first select the appropriate channel using the marketing mix ideas of “place” and “promotion”.
“To identify the best channels to use, find out where target audience members spend their time and get their information. They will not go out of their way to find your message; you must go to them. Through the research you conduct with the target audience you will learn which channels it pays attention to and trusts.” Pg 125
“Once you have identified the channels that are most appropriate for the target audience, the next step is to think about the particular outlets you might use. Outlets are the specific television or radio stations, magazines, social networks, websites, and other alternatives within each channel that will promote your message.” Pg 129
Chapter 13
Applying your research, messages and channels, and turning it into your finished communication requires a creative brief.
“The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions. The resulting strategy document will guide the development of your communication, whether advertisements, websites, workshops, or social media outreach.” Pg 135
“To be the most effective, your communication should have three characteristics: 1. It must be relevant and meaningful to the target audience 2. It must be original, stating the message in a new way 3. It must “ break through the clutter” and be noticed.” Pg 140
Chapter 10: Influencing Behavior by design
ReplyDeleteI) Identifying ways to create structural change (either physical or social) to the environment or product can make it easier for individuals to preform the desired behavioral change or avoid preforming the undesired behavior.
II) Behavioral Economics- People do not always way out the costs and benefits of a particular choice in a rational way, rather people are irrational, “the rational mind does not always win out over their more emotional, spontaneous nature.” (pg.94)
“When policy and structural elements are in place, persuasion is less necessary.” (pg.98)
Chapter 11: Developing Effective Messages
I) Effective social marketing messages are developed with an understanding of how behavior change occurs as well as an understanding of the basic elements that will determine what your message will say.
II) The six most common theories used to explain social and health behavior are; Health Belief Model, Theory of Planned Behavior, Social Cognitive Learning Theory, Transtheoretical Model, Diffusion of Innovations Model, and Extended Parallel Process Model. Effective messages will be ‘sticky’, “interesting enough for people to want to share with others and packaged in a way that makes it easy to understand and remember.” (pg. 111)
Chapter 12: Identifying Appropriate Channels
I) Social Marketers determining which Channel (the medium used to deliver the program’s messages), based on which is the most effective and efficient method for reaching the program’s target audience.
II) An effective message will attract attention and inspire behavior change while and efficient message will reach the most target audience members per dollar expended. (pg. 125) Who delivers your program’s message determines whether the message will be “perceived as credible, important, and relevant to the target audience.”
(pg. 130)
Chapter 13: Producing Creative Communications
I) Social Marketers create messages that resonate and engage with the target audience.
II) You should make clear objectives and outcomes that align with your social marketing programs overall goals and objectives. Your communications must have three characteristics 1.) Must be relevant and meaningful to the target audience 2.) Must be original, stating the message in a new way 3.) Must break through the clutter, and be noticed. (pg. 140)
Question: When constructing and maintaining a long-term social marketing campaign, how often should messages be reviewed and possibly reconstructed to continue to be relevant and noticed by your target audience?
Chapter 10 relates that people are not always rational but instead are influenced by their environment and effecting this may be easier than persuading behavior change.
ReplyDelete“Besides the product, the environment surrounding an individual affects his or her decisions as well. This can be the physical environment, such as offering safe and clean playgrounds where kids can get physically active, or the social environment, which can be affected by policies such as not allowing smoking in bars and restaurants.” Pg. 96
“All of them (design approaches) have the effect of making either the desired behavior easier to do or the undesirable action more difficult. In all cases, however, the choice of which way to go must be voluntary. Otherwise, it is no longer a choice but a mandate.” Pg 98
Chapter 11 discusses how a message must be based on solid theories of behavioral change.
“ The most common theories used to explain health and social behavior are the following: Health Belief Model, Theory of planned behavior, Social cognitive learning theory, and Transtheoretical Model (stages of change theory).” Pg 105
“To achieve behavior change, the target audience must possess the following traits: Believe that it is at risk for the problem and that the consequences are severe, Believe that the proposed behavior will lower its risk or prevent the problem, Believe that the advantage of performing the behavior (benefits) outweigh the disadvantages, Posses the skills to perform behavior, Believe that it can perform the behavior (self-efficacy), Believe that the performance of the behavior is consistent with self image, and Perceive greater social pressure to perform the behavior than not to perform it (social norms).” Pg 111
Chapter 12 discusses the need to identify a channel that is both cost effective and reaches a wide audience.
“ Each type of channel may serve a different role in the campaign. For example, a billboard or radio ad is a good way in which to raise awareness about an issue, and a website can provide more in-depth information, but it might take a conversation with a clinician to finally motivate someone to act.” Pg. 126
“The format is the way in which the message is delivered via a media outlet as an advertisement, a news story, an opinion piece and so forth. Or if you are using a nonmedia channel, then the format could refer to the size of the poster, the form the word of mouth will take, or creating a comic book versus a fotonovella. The format you choose will help shape the message and will affect your budget.” Pg 129
Chapter 13 focuses on the need of communication to be heard by the target audience but it must almost resonate with them and a way to measure this is creative brief.
“Sever types of obstacles may create resistance to adopting the product among the target audience; this is where the price element of the marketing mix comes in… Physical barriers…emotional or psychological barriers…and social or cultural barriers” Pg. 137
“6. Tone/Image (what feelings should the communications evoke?) a. What tone will you use in your communications to elicit the desired response from your target audience? Serious, Humorous, Dramatic, Friendly, Hip, Folksy, Frightening, Cynical, Businesslike, Emotional, Other” Pg. 149
Q: I wonder how long the process of communication design takes?
Section IV
ReplyDeleteChapter 10
To design how you are going to communicate your message, you must consider designing behaviors and the physical and social environment where your program is to take place.
In order to change a behavior, the audience needs to find the change acceptable ad doable. Those who already practice the behavior you are trying to promote should be used as a reference to see what they are doing that makes them want to behave that way. The physical environment to consider changing is the infrastructure that the audience has access to. Social environments involve policies that affect the audiences actions or behaviors, such as non-smoking facilities.
Chapter 11
In order to develop an effective message it is important to know the theories of behavior change—Health Belief Model, Theory of Planned Behavior, Social Cognitive Learning Theory, Transtheoretical Model, Diffusion of Innovations Model, and Extended Parallel Processing Model.
The Health Belief Model states that “an individual will take action to prevent, screen for, or control a disease or condition (pg 106).” The six factors to base this model on are perceived susceptibility, perceived severity, perceived benefits, perceived barriers, cues to action, and self efficacy. Appealing to people’s emotions can be a very effective message concept. By touching on their core-values, they are more likely to agree with the message and accept it naturally.
Chapter 12
A channel is the specific medium which you choose to send your message through, and is important because it needs to be the best means of reaching your audience.
Outlets are the actual stations, magazines, websites, etc. which you use to get your message out to your audience. The messenger is a key role in communicating your intended message. This is usually someone who is related to the nature of your message, as well as the target audience.
Chapter 13
A creative brief is a tool used to help finalize the message, from all the information you have gathered and put together, sending the message as effectively and efficiently as possible.
Barriers need to be recognized in a creative brief in order to know what must be avoided. To overcome barriers, you may need to “remove it or minimize it from crossing the target audiences minds (pg. 138).” The tone refers to whether the message is presented with humor, drama, fright, etc. and can help establish “personality” for your project (pg. 138). The image is what the target audience perceives your message to be.
I forgot to to the question so I'm doing it now. Please give me credit because I am a good boy.
DeleteQ: If you can afford it, is it always better to send your ad through a TV commercial?
C10
ReplyDeleteStructurally designing for behavior change (altering the physical or social environment) by making it either easier for someone to perform a desired behavior or by making an undesirable behavior more difficult to perform is often more effective than persuasion.
-“Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustained for a long time” (96). “When policy and structural elements are in place, persuasion is less necessary” (98).
-Lockton categorizes the way design can act on behavior: “Enabling—enable the desired behavior by making it easier than the alternatives, Motivating—motivate the behavior using education, incentives, and attitude change, Constraining—make alternatives to the desired behavior more difficult or impossible” (98).
C11
A well-designed message can leave a lasting positive impression on your target audience, but you must first develop a solid theory based on behavior change before you can begin to shape your message, or else the message will be ineffective.
-The Transtheoretical Model (Stages of Change Theory) “describes the stages that an individual passes through on the way to adopting a behavior… Using the stage model, you can segment your target audience by stages and address segment(s) that most of the target audience falls into or target each segment sequentially” (108).
-Diffusion of Innovations “describes a particular innovation moving through a population over time” (109). This model explains at each stage “the most effective communication channels for disseminating information” about the innovation (109).
C12
The best channel, medium through which you deliver your message, is one that catches attention and motivates behavior change as well as reaches the maximum target audience for the dollars expended.
-“Each channel may serve a different role in the campaign… Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other” (126).
-“The format is the way in which the message is delivered via a media outlet as an advertisement, a news story, an opinion piece, and so forth… The format you choose will help shape the message and will affect your budget” (129).
C13
Approaching your communications creatively is important to the success of a campaign and pretesting communications ensures they are effective.
-“The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions. The resulting strategy document will guide the development of your communications” (135). The creative brief should address: target audience, communication objectives, barriers, key promises, support statements, tone/image, media, openings, and other creative considerations.
-“To be most effective, your communication should have three characteristics: 1. It must be relevant and meaningful to the target audience. 2. It must be original, stating the message in a new way. 3. It must ‘break through the clutter’ and be noticed” (140).
Q
How are the communication materials actually pretested? Chapter 13 didn’t really address this--is it through test groups?
-Corin Vallee
Chapter 10
ReplyDeleteIt is human nature to be affected by our environmental surroundings, in a marketing setting the environment can be designed in such a way to persuade behavior change one way or another.
-The desired behavior change must be enabled or created easier than the alternatives, providing incentives and/or education will motivate the change. We can constrain the behavior by making alternatives less appealing, for example having to pay for trash pickup and provided free recycle pick up.
-The 6 design approaches described (architectural, error proofing, persuasive, visual, cognitive and security) have the ability to make desired behaviors easier while making undesired behaviors more of an inconvenience.
Chapter 11
The message that is marketed to audiences must be well thought out and researched in order to produce a behavior change.
-There are a couple common theories that have been developed to help explain health and social behaviors; health belief model, theory of planned behavior, social cognitive learning theory, transtheoretical model, diffusion of innovations model, and extended parallel process model. These programs are not meant to be followed strictly but are to act as guidelines in implementing key elements.
-When preparing a message make it simple, unexpected, concrete and most of all credible. Using human emotion has brought great success, personal stories or testimonies tend to stick in people’s minds; especially those that are simple, concrete, unexpected and credible.
Chapter 12
In a generation that is bombarded with media and networking, social marketers must determine which channel with most effectively connect them to their target audience.
-Mass media, social media, websites, e-mail, direct mail, events, mobile ads are all different types of media outlets that can connect you to different markets. There are pros and cons to each channel, however combining a number of different approaches may complement each other.
-Once a channel is determined the question of which outlet, what format and who will be the messenger should be answered. Outlets help to narrow down and identify special channels, formats determine the tangible message while the messengers act as your vehicle in each outlet.
Chapter 13
Moving from the messages and channels created in the beginning of section IV to finishing the communication is a strategic thought-organizer known as a “creative brief.”
-The general idea found throughout chapter 13 is the idea of being clear, be clear in your communication, your target audience, your promises, plans for overcoming major barriers, etc. To be effective, your message should be relevant, original, and noticed.
-Before you reach the last stage of implementing your campaign the pretesting phase should be paid close attention to. The feedback that is received should be used to revisit the communication design stage and make changes based on the response from your target audience.
Chapter 10
ReplyDeleteWhen designing a campaign it is important to understand the ‘behavioral economics’ of your target audience. By understanding the predictability of your audience choosing one behavior over another you can best strategize ways to make the desired action more appealing and feasible. Designing does not refer to only your campaign strategy, but also can mean designing physical spaces.
Examples:
“Think about different scenarios in which the target audience might perform the desired behavior. Identify the points along the way at which individuals could choose the competition instead.” (95)
“Besides the product, the environment surrounding an individual affects his or her decisions as well… Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term.” (96)
Chapter 11
In order to develop an effected message for your audience you should consider adopting a central focus on a certain theory of behavior change. These theories can help your program stay focused and ensure the messages promoting your behavior are being delivered appropriately and effectively. Using the selected theory as a sort of theme, you can plan what sort of approach you’d like to use to develop your message.
Examples:
The ‘Health Belief Model’ is one theory that encourages both the logical and emotional parts of the brain to react. It “attempts to explain the conditions that are necessary for behavior change to occur” (pg 106) based on a series of factors.
The Stages of Change Theory is another approach that “describes the stages that an individual passes through on the way to adopting a behavior.” (108) This theory could be effective in a campaign that promotes behavior change that takes a lot of time and commitment, like quitting smoking.
Chapter 12
Once you have established a message for your campaign you must identify the channels of media that will best reach your target audience. In selecting your channel you must have a set of criteria, outlets, formats, and messengers that stay consistent with your message plan.
Examples:
Format selection is an important part of the channel process. “If, for example, radio is popular among your audience, then you can use several different communication formats through that media channel…radio advertisements…appear on talk show as guest…create a popular song containing your message…” (pg 129
The messenger of your campaign is also very significant. “The chosen messenger can have a great impact on whether the message is perceived as credible, important and relevant to the target audience.” (pg 130)
Chapter 13
The last step of the message planning process is adding some creativity to your strategy. Borrowing a technique from advertising companies, the creative brief helps you to answer specific questions about your audience, objectives, barriers and so forth to discover not only effective, but innovative ways to spread your message.
Examples:
Identifying barriers is a step towards problem prevention and invokes a different perspective on brainstorming. “Several types of obstacles my create resistance to adopting the product among the target audience…They must be minimized or removed so that the reward clearly outweighs the costs.” (pg 136)
Tone and image are important factors to define for your program early in the creative planning process. “Tone refers to how the message is presented… the image your audience has of the target behavior guides its response to your communications.” (pg 138) Establishing appropriate tone for the subject matter and desirable/relatable images are key.
Chapter 10:
ReplyDeleteAltering an environment use the design way that can show someone to preform a desired behavior or to preform an undesired behavior.
“In all cases, however, the choice of which of which way to go must be voluntary. Otherwise, it is no longer a choice but a mandate. Our goal should be to make the choice the most beneficial to the target audience the one that is the easiest or feels the most natural.” Pg 98
Chapter 11:
Social marketing messages are developed with an understanding of how behavior change, and also about the basic elements that will determine what your message will say.
An effective message will attract attention and inspire behavior change while and efficient message will reach the most target audience members per dollar expended. Pg. 125
Chapter 12:
The marketing mix ideas of “place” and “promotion”are good ways of the effective way to reach a target audience.
“Once you have identified the channels that are most appropriate for the target audience, the next step is to think about the particular outlets you might use. Outlets are the specific television or radio stations, magazines, social networks, websites, and other alternatives within each channel that will promote your message.” Pg 129
Chapter 13:
Create messages that resonate and engage with the target audience from the Social marketers.
“To be most effective, your communication should have three characteristics: 1. It must be relevant and meaningful to the target audience. 2. It must be original, stating the message in a new way. 3. It must ‘break through the clutter’ and be noticed” Pg 140.
Chapter 10:
ReplyDeleteI) A simple solution to change someone's behavior in the way you want is to alter their environment rather than the person themselves.
II) "Altering the physical or social environment can either make it easier for someone to perform a desired behavior (e.g., vehicles with built-in child safety seats) or make it more difficult to perform an undesirable behavior (e.g., prohibiting smoking in restaurants and work places)." (p93)
"R. Buckminster Fuller said, 'I made up my mind...that I would never try to reform man--that's much too difficult. What I would do was to try to modify the environment in such a way as to get man moving in preferred directions.' When we design for behavior change, we may be much more successful than if we rely on persuasion." (p93)
Chapter 11:
I) By understanding health and social behaviors and the theories behind them, the likely hood of success in a social marketing campaign is much greater.
II) "On the surface, behavior change appears to be a single-step occurrence; either someone engages in a behavior or not. But a major change in a person's lifestyle...involves a complex thought process. So much so, in fact, that researchers have proposed many different models to explain the transition from nonadoption to adoption and, more important, elucidate how to affect that process." (p105)
"After analyzing a panoply of communications to find common elements among the most effective messages, [Chip and Dan Heath] developed a template of six elements that can be applied to any idea to help make it 'sticky'--interesting enough for people to want to share with others and packaged in a way that makes it easy to understand and remember." (p111)
Chapter 12:
I) Using certain channels to get your message across is going to be an enormous waste unless they are relevant to your target audience, and different channels have different strengths and weaknesses.
II) "Before thinking more specifically about which radio stations to use or what to name your Twitter account, consider whether those are really the most appropriate methods for your audience and message. For example, a website is a great way in which to disseminate information to a computer--savvy audience but not for people without access to the internet." (p125)
"A billboard or radio ad is a good way in which to raise awareness about an issue, and a website can provide more in-depth information, but it might take a conversation with a clinician to finally motivate someone to act." (p126)
Chapter 13:
I) Being able to run a successful social marketing campaign means that your messages are being received at the other end.
II) "George Bernard Shaw wrote, 'The single biggest problem in communication is the illusion that it has taken place" (p135). In other words, it is easy to be running a campaign thinking that just because you are sending out messages, they are being received by the target audience.
"If major barriers exist, then you will need to change the target audience members' perceptions by either removing the barrier or minimizing it in their minds. If they do not know how to perform the behavior, then give them the skills. If they think the product is too expensive, then either reduce the price or show them why it is worth the money. If they do not think that people like themselves use the product, then show that they do."
Question: What channel would be the most effective (widest audience, cost efficient, timely) towards reaching out to homeless people who have limited access to electronic media?
Chapter 10
ReplyDelete1. The design pattern of an environment, physical or social, can be crucial in encouraging an individual to adopt a behavior.
a. Architectural design uses the physical aspects/space of the environment to influence how individuals respond behaviorally. For instance positioning, layout and sequence are all examples of this kind of design.
b. “Persuasive design tactics can also provide cues to action at just the right time, increasing the likelihood that a beneficial behavior will happen.
Chapter 11
2. To reach the target audience effectively, social marketers must make their messages stick, through the use of one or multiple theories.
a. “According to this model [Diffusion of Innovations], the most effective communication channels for disseminating information about a new idea or practice are opinion leaders and peer-to-peer social networks” (p.109).
b. Some difficulties related to communicating messages in social marketing comes from the fact that a lot of times social marketers are targeting intangible concepts. Sensory information helps individuals to imagine the intangible concepts making them “stick”.
Chapter 12
3. In a social marketing campaign, when identifying the appropriate channels to send out the programs message it is extremely important to assess the channel’s strengths, weaknesses, effectiveness and efficiency.
a. “They [target audience] will not go out of their way to find your message; you must go to them” (p.125). To find out what the audience will connect with programmers should ask them directly about the outlets they like to use (radio station, favorite TV channel, etc.)
b. Another important aspect to look at is the messenger conveying the message. They must be credible, important and relevant to the audience in order to be effective.
Chapter 13
4. Before unveiling the final creative communications, it is important to pretest prototypes with the target audience to ensure that the methods are successful or are improved before going to final production.
a. To encourage creativity during the development process our text recommends, “Free-associat(tion) from other ideas that have already been put on the table” (p.140). And to be sure to include not just people working directly on the project, but receptionist, interns, HR directors and any who would be willing to help brainstorm.
b. “By making these prototype materials look as close to their final forms as possible you will get a better idea during the presentation which elements work and which do not” (p.144).
Question: What are the ways that prototypes are pretested before final production? (focus groups?)
Chapter 10
ReplyDeleteInfluencing behavior by design. It’s important to understand the behavior economics of your target audience.
“People have predictable mental biases that affect how they perceive situations and make decisions. If social marketers can take those inclinations into account and stack the deck in favor of the more advantageous choice, we may be able to overcome people impulses to do things that are not necessarily in their best self-interest.” (Pg 94)
“Besides the product, the environment surrounding an individual affects his or her decisions as well. This can be the physical environment, such as offering safe and clean playgrounds where kids can get physically or the social environment, which can be affected by policies such as not allowing smoking in bars and restaurants.” (Pg 96)
Chapter 11
Developing effective messages. Haven’t a specific theory can help you focus more on ones specific behavior change.
“Social marketing messages are not just clever slogans but rather well-thought-our communications based on theory and research. To effectively change health and social behaviors, you will need to combine and understanding of behavior change with interpretation of your research results.” (Pg 105)
“With any given behavior, an individual might stop at a particular stage in the process or even revert to a previous stage. Someone might move back and forth between preparation and action many times over the course of his or her life, particularly for behaviors requiring long-term lifestyle changes such as weight loss and smoking cessation.” (Pg 108)
Chapter 12
Identifying appropriate channels. After identifying a message, you than need to develop channels that will connect with your specific audience.
“Channel in social marketing does not mean the television station on which you air your commercials. The term refers to the medium that delivers your programs messages. This involved the marketing mix ideas of “place” and “promotion.” (Pg 125)
“A media kit usually will include information about the station or publication, audience demographics, a rate card, and information on special issues or advertising opportunities that are coming up.” (Pg 129)
Chapter 13
Producing creative communications. Adding creativity to your strategy is the final process in the helping your target audience.
“To move from Point A (messages and channels) and Point B (finished communications), we use a strategic thought-organizer borrowed from advertising called a “creative brief.” This is a short one to two page document that lays out the key facts and strategic approach to guide the creative development of your communications; it provides the springboard from which great ideas can grow and acts as a check to make sure the creativity doesn’t stray too far from the strategy.” (Pg 135)
“When you pretest your materials, the target audience must be able to visualize them in their final form. With concrete details to comment on (rather than a vague description), the feedback will be much more helpful.” (Pg 146)
Question: How many possible numbers of channels are there? And how do you know which one is appropriate to use and when?
Chapter 10:
ReplyDeleteSocial marketers ability to create structural change in the environment or product design makes the buyer more apt to change their ways.
-“Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustained in the long term.“ (page 96)
-Making the customer feel comfortable in making their decision is a key component; “Our goal should be to make the choice that is the most beneficial to the target audience the one that is easiest or feels most natural.” (page 98)
Chapter 11
Successful social marketing messages include a well thought out theory and understanding of potential behavioral change.
-“A well-designed program uses theory as the support beam on which everything else is hung.” (page 105)
-Understanding which theory (health belief model, theory of planned behavior, social cognitive learning theory, transtheoretical model, diffusion of innovations model, extended parallel process model) will have the most impact on your intended target audience is crucial in success. If the theory does resonate with the target audience the message will not be adopted.
Chapter 12
There are numerous mediums to access your intended audience, however, the most successful social marketers use several thoughtful methods that complement each other and attract the target audience.
-“The key is to carefully select the most effective and efficient methods of reaching each target audience. Effective means that the way in which you convey the message attracts attention and inspires behavior change.” (page 125)
-The more times an individual is exposed to a message the more they are going to be thinking about it and potentially change their behavior. “Combining a number of approaches also helps you appeal to people who absorb information in different ways by seeing it, hearing it, experiencing it, or discussing it with others.”(page 126)
Chapter 13
Once you have designed the message and established the channels for which your message will run you must ensure the message resonates with the target audience.
-“Your job in this step is to make sure that the communication is not just happening from your end but that your messages are heard by and resonate with your target audience.” (page 135)
-The creative brief outlines key facts and approaches to aid in the creation of your communication. It is a type of brainstorming platform that allows you to generate creative ideas. “The creative brief consists of the answers to a series of questions that briefly summarize the results of your strategic decisions.” (page 135)
Question: Why is the creative brief written up after the medium channels have been decided? It seems to me that it would make more sense to have the creative brief prior to deciding media channels.
Chapter 10
ReplyDeleteCreate a product that is designed so well it will affect people's behavior, either environmentally or socially, very little marketing will be needed.
"People have predictable mental biases that affect how they perceive situations and make decisions. If social marketers can take those inclinations into account and stack the deck in favor of the more advantageous choice, we may be able to overcome people's impulses to do things that are not necessarily in their best self-interest." (94)
"When designers approach a new problem, they have a well-defined process they follow to understand the audience and issue in order to design an effective solution. One of the leaders in designing social innovations, IDEO, lays out its Human-Centered Design (HCD) approach as the intersection of desirability, feasibility, and viability - all elements that must be present in a product for it to work for a particular audience." (102)
Chapter 11
Understand the theories of behavior change, do your research and develop an effective message which will produce a long lasting positive effect on your target audience.
People will behave based on how others behave, especially if the message is socially or environmentally responsible.
Using the most basic concepts when thinking of designing your message you want to keep it simple stupid (K.I.S.S.), but in marketing terms simple is thinking about your selling point, takeaways for your target audience and what you want your audience to pay attention to.
Chapter 12
As a social marketer you want to find the most effective and efficient medium to deliver your message to your target audience which will attract attention and inspire behavior change.
“Combining a number of approaches also helps you appeal to people who absorb information in different ways by seeing it, hearing it, experiencing it, or discussing it with others. Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other. The more times someone is exposed to a message in different ways the more likely it will stick.” (126)
“A key part of channel selection involves considering who will deliver the message. The chosen messenger can have a great impact on whether the message is perceived as credible, important, and relevant to the target audience.” (130)
Chapter 13
Every good social marketer needs to develop a marketing strategy , which includes a checklist and creative brief to be sure you pull off a successful campaign.
“The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions.” (135)
There are specific areas that should be included in the creative brief such as target audience, communication objectives, barriers, key promise, support statements, tone/image, media, openings and creative considerations.
If you fail to do your research is it possible to effectively and efficiently develop a successful marketing campaign that will reach your target audience?
Section IV
ReplyDeleteChapter 10
Thesis: Design plays a major role in communications and the environment and specifically helps create effective messages and helps shape a message in general, for the most part.
1. “…the environment surrounding an individual affects his or her decisions as well…creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term.”
2. “When we design for behavior change we may be much more successful than if we rely on persuasion.”
Chapter 11
Thesis: Understanding and researching behavior change is important to be effective towards a certain target audience in order to last for the long term.
1. “…a well-designed program uses theory as the support beam on which everything else is hung. A solid theory gives shape to the messages, and without it the program might fall flat.”
2. “When you can bring people’s emotions into play with your messages, your audience is much more likely to pay attention and remember what you told them…strong emotions help to burn memories into the brain…”
Chapter 12
Thesis: In marketing, the “channel” is the medium in which your message is being delivered and whatever kind of method you choose helps the overall message and how the audience receives and interprets it correctly.
1. “To identify the best channels to use, find out where target audience members spend their time and get their information. They will not go out of their way to find your message; you must go to them.”
2. “Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other.”
Chapter 13
Thesis: Creatively development is the key to success and this is further developed in something called a “creative brief.”
1. “Be as specific as possible about who the communications will be designed to reach. Lay out the segmentation criteria you selected, along with your formative research, to paint a portrait of your target audience members.”
2. “…remember this thought from French philosopher Emile Chartier: ‘Nothing is more dangerous than an idea when it’s the only one you have.’ There is no such thing as one right answer, so keep looking from different angles until you have several right answers from which to choose.”
Question: What is the best way to determine which form of media would be best to reach your target audience? How can you be sure of this?
CHAPTER 10
ReplyDelete1. Shaping your design includes, your behavioral product as well as the physical and social environment and is key in regards towards your target audience.
2A. “Besides the product, the environment surrounding an individual affects his or her decisions as well. This can be the physical environment, such as offering safe and clean playgrounds where kids can get physically active, or the social environment, which can be affected by policies such as not allowing smoking in bars and restaurants. Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term.” (96)
2B. “People have predictable mental biases that affect how they perceive situations and make decisions. If social marketers can take those inclinations into account and stack the deck in favor of the more advantageous choice, we may be able to overcome people impulses to do things that are not necessarily in their best self interest.” (95)
CHAPTER 11
1. A well thought out message using behavioral, and research results in order to create a behavioral change.
2A. “As in the theory of planned behavior, the individual will be motivated to act if he or she believes that the expected positive outcomes of a behavior out weigh the expected negative outcomes. (107)
2B. “On the surface, behavior change appears to be a single-step occurrence; either someone engages in it or not. But major change in a person’s lifestyle, such as quitting smoking or starting a compost heap, involves a complex thought process.” (105) Models include; Health Belief Model, Theory of planned behavior, Social cognitive learning theory, and Tran theoretical model.
CHAPTER 12
1. Being able to identify which channel will connect you with your target audience to provide the your message.
2A. “Channel refers to the medium that delivers your program’s messages. This involves the marketing mix ideas of “place” and “promotion”.” (125)
2B. “Each type of channel may serve a different role or campaign” (126) Also look at table 12.1
CHAPTER 13
1. Transcending from messages and channels towards finished communications by adding strategy and “case brief”
2A. “The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions. The resulting strategy document will guide the development of your communications, whether advertisements, websites, workshops, or social media outreach. Getting the “what to say” right at this stage is more important than the “how to say it”.” (135)
2B. “Be as specific as possible about who the communications will be designed to reach. Lay out the segmentation criteria you selected, along with your formative research, to paint a portrait of your target audience members.” (135-136)
QUESTION- What channels are targeted the most?
Chapter 10
ReplyDelete1. Paying careful attention to design in communications is important to change behavior and is more successful than persuasion alone.
2. "When you think about how to design your approach to take into account this human struggle between choosing behaviors that make rational sense and doing what comes naturally, there are several points at which you can intervene." (p.94)
3. "Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term." (p.96)
Chapter 11
1. To develop an effective message, a marketer must understand and research behavior change.
2. "Although some programs use theory as a window dressing to show that they were developed 'scientifically,' a well-designed program uses theory as the support beam on which everything else is hung. A solid theory gives shape to the messages, and without it the program might fall flat." (p.105)
3. "Keep in mind that theory is there to make your job easier - it should not make your program so complicated that it's undoable." (p.111)
Chapter 12
1. Not all channels are effective in every situation therefore it is important to consider what is appropriate for your program's specific needs.
2. "The key is to carefully select the most effective and efficient methods of reaching each target audience segment. Effective means that the way in which you convey the message attracts attention and inspires behavior change. Efficient means that you reach the most target audience members per dollar expended." (p.125)
3. "Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other. The more times someone is exposed to a message in different ways, the more likely it will stick." (p.126)
Chapter 13
1. Creatively developing a communications strategy will ensure that your message is heard and resonates with the audience you are trying to change, though it is a very challenging process.
2. "The material also must fit the goals and objectives originally specified as well as the overall creative strategy. You could have a brilliant idea, but if it does not meet your objectives, then you must set it aside." (p.140)
3. "'Nothing is more dangerous than an idea when it's the only one you have.' There is no such thing as one right answer, so keep looking from different angles until you have several right answers from which to choose." (p.141)
Question: How can you be sure of the research used to execute a communications strategy? How do you know that it will be effective/efficient before pouring too much time, resources and energy into it?
ReplyDeleteSection IV: Step 3----Program and Communication Design
ReplyDeleteChapter 10: influencing behavior and design:
People make irrational decisions when choosing behavior, so as a social marketer, it is crucial to design an environment or product that will effectively influence behavior by keeping certain considerations in mind.
a.“…people are often irrational (though they may not realize it) in choosing behaviors that may not be in their own best interest, but they do so in a predictable way. Their rational mind does not always win over their emotional, spontaneous nature…” (page 94)
b.“When you think about how to design your approach take into account this human struggle between choosing behaviors that make rational sense and doing what comes naturally, there are several points at which you can intervene.” (page 94)
Chapter 11: developing effective messages:
Understanding how people behave and how they change their behavior it is important to know the theories of behavior change.
a.“to create messages that produce lasting positive effects on your target audience, you should first understand theories of how behavior change occurs.” (page 105)
b.“on the surface, behavior change appears to be a single-step occurrence; either someone engages in a behavior or not. But a major change in a person’s lifestyle, such as quitting smoking or starting a compost heap, involves a complex though process.” (page 105)
Chapter 12: identifying appropriate channels:
In order to reach your target audience effectively you must choose a channel to communicate your message with these individuals and provoke behavior change.
a.“Channel is social marketing does not mean the television station on which you air your commercials. The term refers to the medium that delivers your program’s messages. This involves the marketing mix ideas of “place” and “promotion.” (page 125)
b.“to identify the best channels to use, find out where target audience members spend their time and get their information. They will not go out of their way to find your message; you must go to them.” (page 125)
Chapter 13: producing creative communications”
After compiling all of the elements of your message and how it will be communicated you must finally implement this communication and take the necessary steps to determine if the target audience is hearing your message.
a.“your job in this step is to make sure that the communication is not just happening from your end but that your messages are heard by and resonate with your target audience.” (pg 135)
b.“to move from point A (messages and channels) to point B (finished communications), we use a strategic thought-organizer borrowed from advertising called a “creative brief.” ….it provides the springboard from which great ideas can grow and acts as a check to make sure the creativity doesn’t stray too far from the strategy.” (page 105)
PCOM Section IV
ReplyDeleteChapter 10:
Chapter ten discusses how design tactics can be implemented in order to create the most ideal outcome in a social marketing campaign.
These design tactics can include physical placement of certain items, or layouts of physical spaces, in order to optimize the product.
Another technique includes making certain options more feasible than others, leading the target audience to make the decision we want them to.
Chapter 11:
Chapter 11 discusses how to create effective messages by explaining several different theories, including the Health Belief Model and the EPP model, as well as each of the “Made to Stick” SUCCES elements.
SUCCES stands for simple, unexpected, concrete, credible, emotions and stories, each of which are elements that lead to a message that will stay with the audience.
The main point from the theories explained says that the target audience must be willing to change, believe in it’s benefits, be able to make the change, and overcome social stigmas surrounding it if necessary.
Chapter 12:
Chapter 12 includes the issues of finding the most appropriate channel in which to deliver the campaign’s message.
These channels can include mass media, social media, websites, outdoor media, handouts and interpersonal communications, among many others.
It’s important to remember that different audience members will respond more positively to some channels over others. By using a combination of channels you can effectively reach more of the target audience, but only if they compliment each other.
Chapter 13:
Chapter 13 explains the idea of a creative brief, which serves as an outline to lay out the key points that will be addressed in the ad campaign.
The creative brief will discuss who the target audience specifically, how we will reach them, clear objectives, what we may have to overcome, what the tone will be, what media outlets we will use, and any other creative considerations we must include.
Another important factor is creating a rough draft that can be implemented with the target audience in order to gain feedback. This stage does not require a lot of money, as long as it clearly shows the target audience what the campaign will entail, so that they can respond with accurate feedback.
What if we cannot access members of the target audience for feedback on the campaign?
Chapter Ten:
ReplyDelete1. Design of the physical and social environment influence behavior.
2. “Besides the product, the environment surrounding an individual affects his or her decisions as well.” (pg. 96) An environment that encourages individual behavioral change will support long-term positive change. “Framing is another cognitive approach that focuses on message design to affect people’s attitudes toward the issue.” (pg. 101) Different companies frame their products in a way that makes them more appealing to consumers.
Chapter Eleven:
1. Understanding the theories of behavior change provides a basis for sustainable positive effects on the target audience.
2. “...behavioral intention is the most important determinant of behavior. If someone plans to perform a behavior when in a particular situation, then the behavior is much more likely to occur.” (pg. 107) Attitude toward the behavior, subjective norms associated with the behavior, and perceived behavioral controls are three factors that influence intention. “The Extended Parallel Process Model states that when people are confronted with messages that arouse fear in them, they will do whatever it takes to dispel those unpleasant feelings.” (pg. 110) Fear appeals in social marketing can be effective or backfire so it is important to understand this model.
Chapter Twelve:
1. Selecting the appropriate channel/medium for your message is an important step to ensure reach of the target audience.
2. “Combining a number of approaches also helps you appeal to people who absorb information in different ways by seeing it, hearing it, experiencing it, or discussing it with others. Each channel has its own strengths and weaknesses. . .” (pg. 126) Television can reach many people and has follow up however, it is expensive to produce and buy time. The Internet is tricky because people often look there first for information but not every has access to the Internet.
Chapter Thirteen:
1. Creative brief’s serve as an outline for creating and developing creative communications.
2. The creative brief includes setting clear communication objectives of what outcomes are expected. “These objectives must be very clearly aligned with the overall goal and objectives for your social marketing program and will likely include knowledge, attitude, and behavioral changes.” (pg. 136) Certain obstacles such as physical barriers, emotional or psychological barriers, and social or cultural barriers can create resistance in the target audience. “If major barriers exist, then you will need to change the target audience members’ perceptions by either removing the barrier or minimizing it in their minds.” (pg. 136)
Chapter 10
ReplyDeleteA) By identifying an implicating a structural change (based on a social or physical environment), it is easier to influence the audience either towards a desired behavior, or against an undesired behavior, a lot of the time more so than general persuasion.
B) "Altering the physical or social environment can either make it easier for someone to perform a desired behavior, or make it more difficult to perform an undesirable behavior."
Chapter 11
A) In order to have a long lasting and effective impact on your audience, one must understand the theories of behavior change, do their research on all components of the campaign and develop an effective message.
B) "To create messages that produce lasting positive effects on your target audience, you should first understand theories of how behavior change occurs."
C) "Although some programs use theory as a window dressing to show that they were developed 'scientifically,' a well-designed program uses theory as the support beam on which everything else is hung."
Chapter 12
A) It is crucial to develop or decide on a specific medium that will most effectively reach your targeted audience.
B) "There are a nearly unlimited number of channels that you can use. The key is to carefully select the most effective and efficient methods of reaching each target audience segment".
Chapter 13
A) After gathering all the necessary information, you can develop a creative brief, which is a tool to help finalize your message and ensure resonance with your target audience.
B) "The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions."
B)"Your job is to make sure that the communication is not just happening from your end but that your messages are heard by and resonate with your target audience."
Question
Even after doing all the necessary research and writing a creative brief, how can one really be sure that their messages are truly being heard by their target audiences? Does it have to do with the type of medium used in the process?
Chapter 10
ReplyDelete1) People often act irrationally and predictably which is why environmental and structural changes (physical or social) can simply influence a person to practice wanted behaviors or harder for them to practice unwanted behaviors.
2) When making structural changes, it is important to make the choice a voluntary one. Therefore, the choice that seems most natural and realistic.
3) Design approaches consist of the three patterns which apply to all problems; “enabling, enable the desired behavior by making it easier than the alternatives, motivating, motivate the behavior using education, incentives, and attitude change, and constraining, make alternatives to the desired behavior more difficult or impossible” (page 98).
Chapter 11
1) In order to have a permanent behavioral impact on a target audience, there are many theories that one can consider when creating a message.
2) There are 6 common theories that are used to explain health and social behavior: the health belief model, the theory of planned behavior, the social cognitive learning theory, the transtheoretical model, the diffusion of innovations model, and the extended parallel process model (pages 105-106).
3) Fear appeals can direct people in two directions. They can either go the direction where they do whatever it takes to get rid of the fear, or they can take action to make sure that that particular fear is non-threatening (page 110).
Chapter 12
1) A marketer must identify the most effective and efficient channel in order to get their message seen or heard by their target audience.
2) A channel is a “medium that delivers your program’s messages” (page 125).
3) “To identify the best channels to use, find out where target audience members spend their time and get their information. They will not go out of their way to find your message; you must go to them” (page 125).
Chapter 13
1) After gathering all necessary information, creating a strategy, and determining the proper channel, one needs to make sure that their message leaves an impression on their target audience and that communication is not just one-way communication.
2) The creative brief is a tool used for organizing their program and the creative aspect of their program, helping a marketer to “move from Point A (messages and channels) to Point B (finished communications)” (page 135).
3) The marketing mix is used to [minimize or remove] barriers “so that the reward clearly outweighs the costs.” This is because barriers “may create resistance to adopting the product among the target audience” (page 136).
Chapter 10
ReplyDelete1) the way to change a persons behavior you have to design a environment be it physical or social that they will want to become a part of
a) Persuasive design tactics can also provide cues to action at just the right time, increasing the likelihood that a beneficial behavior will happen.
b) "Altering the physical or social environment can either make it easier for someone to perform a desired behavior (e.g., vehicles with built-in child safety seats) or make it more difficult to perform an undesirable behavior (e.g., prohibiting smoking in restaurants and work places)." (p93)
Chapter 11
2) you have to have a well thought out theory and understanding of potential behavioral change to create a social marketing message that is going to be successful
a) “A well-designed program uses theory as the support beam on which everything else is hung.” (page 105)
b) To achieve behavior change, the target audience must possess the following traits: Believe that it is at risk for the problem and that the consequences are severe, Believe that the proposed behavior will lower its risk or prevent the problem, Believe that the advantage of performing the behavior (benefits) outweigh the disadvantages, Posses the skills to perform behavior, Believe that it can perform the behavior (self-efficacy), Believe that the performance of the behavior is consistent with self image, and Perceive greater social pressure to perform the behavior than not to perform it (social norms).” Pg 111
Chapter 12
3) You have to know which way is the best way to connect with your target audience.
a)” To identify the best channels to use, find out where target audience members spend their time and get their information. They will not go out of their way to find your message; you must go to them.”
b) “A key part of channel selection involves considering who will deliver the message. The chosen messenger can have a great impact on whether the message is perceived as credible, important, and relevant to the target audience.” (130)
Chapter 13
4) the last thing that you have to do is to add creativity to you message to help the audience be interested.
a) Your job in this step is to make sure that the communication is not just happening from your end but that your messages are heard by and resonate with your target audience.” (page 135)
b) Tone refers to how the message is presented… the image your audience has of the target behavior guides its response to your communications.” (pg 138)
Question:
Which is the best channel to use? And how many channels are there?
Chapter 10:
ReplyDelete1) When social marketers design to influence/change behavior, they must consider people’s mental biases and use that to determine how to construct the product and environment through design patterns.
2) “The behavior (or tangible item) you choose to promote as your main product will depend on what your audience finds acceptable or doable, and if they believe it will be efficacious in preventing or reducing the problem…creating a situation that both encourages and supports individual behavior changes increase the likelihood that those positive choices will be sustainable for the long term.”
“Lockton categorizes the patterns based on how they act on behavior: enable the desired behavior by making it easier than the alternatives; motivate the behavior using education, incentives, and attitude change; make alternatives to the desired behavior more difficult or impossible”
Chapter 11:
1) In order to change social behaviors, messages can’t just be catchy slogans, they need to be based on theory and research.
2) “…researchers have proposed many different models to explain the transition from nonadoption to adoption and, more important, to elucidate how to affect that process. These theories also are useful for thinking about changing complex social behaviors as well as those that affect an individual’s health…the most common theories used to explain health and social behavior are the following: health belief model, theory of planned behavior, social cognitive learning theory, transtheoretical model, diffusions of innovations model, and extended parallel process model.”
“After analyzing a panoply of communications to find common elements among the most effective messages, they developed a template of six elements that can be applied to any idea to help make it “sticky”—interesting enough for people to want to share with other and packaged in a way that makes it easy to understand and remember. Each of these elements, by themselves or in combination, offers a way to identify promising approaches for communicating about your issue.”
Chapter 12:
1) In social marketing channel is the medium that delivers the program’s messages, which involves choosing the appropriate outlet, format, and messengers.
2) “The key is to carefully select the most effective and efficient methods of reaching each target audience segment…to identify the best channels to use, find out where target audience members spend their time and get their information…through the research you conduct with the target audience, you will learn which channels it pays attention to and trusts.”
“Outlets are the specific television or radio stations, magazines, social networks, websites and other alternatives within each channel that will promote your message…the format is the way in which the message is delivered via a media outlet as an advertisement, a news story, an opinion piece, and so forth…a key part of channel selection involves considering who will deliver the messenger.”
Chapter 13:
1) The next step of a program is producing a creative brief, which is a short document that acts as a guide for the creative development of a program’s communications and includes various elements.
2) “This [creative brief] is a short one- to two-page document that lays out the key facts and strategic approach to guide the creative development of your communications; it provides the springboard from which great ideas can grow and acts as a check to make sure the creativity doesn’t stray too far from the strategy.”
“To be most effective you communications should have three characteristics: it must be relevant and meaningful to the target audience, it must be original, stating the message in a new way, it must “break through the clutter” and be noticed.”
Question: Does a creative brief always require the format that was displayed in chapter 13? Or are there other ways to write a creative brief?
Chapter 10
ReplyDeleteMost aspects of marketing implement design to subconsciously sway human behavior.
“Besides the product, the environment surrounding an individual affects his or her decisions as well. This can be the physical environment, such as offering safe and clean playgrounds where kids can get physically active, or the social environment, which can be affected by policies such as not allowing smoking in bars or and restaurants (p. 96)”
“Besides communications, the design approach, as described in this chapter, can help you determine how to shape your behavioral product and how to structure the physical or social environment (p. 94)”
Chapter 11
Social marketers must understand behavior change in order to create effective messages.
“On the surface, behavior change appears to be a single-step occurrence; either someone engages in a behavior or not. But a major change in a person’s lifestyle, such as quitting smoking or starting a compost heap, involves a complex thought process (p. 105)”
“Whereas the Transtheoretical Model follows an individual moving through time, the Diffusion of Innovations Model describes a particular innovation moving through a population over time. With any new product or practice, some people will be the first to adopt it, others will wait until most of their peer group has already accepted it, and others will never change their ways (p. 109)”
Chapter 12
Choose a communication medium suitable to the target audience you are trying to reach.
“Each type of channel may serve a different role in the campaign. For example, a billboard or radio ad is a good way in which to raise awareness about an issue, and a website can provide more in-depth information, but it might take a conversation with a clinician to finally motivate someone to act (p. 126)”
“A key part of channel selection involves considering who will deliver the message. The chosen messenger can have a great impact on whether the message is perceived as credible, important, and relevant to the target audience (p. 130)”
Chapter 13
Construct a creative brief for you social marketing campaign to ensure that your target audience hears the messages.
“Make clear what outcomes you expect from the target audience being exposed to your communications. These objectives must be very clearly aligned with the overall goal and objectives for your social marketing program and will likely include knowledge, attitude, and behavioral changes (p. 136)”
“If target audience members perform the action you advocate, then what will they get out of it? Show the good things that will happen if they use the product. Consider the competition and what makes your product stand out (p. 137)”
Are using celebrities to deliver your message really worth the risk of them slipping up? (ex. Tiger Woods, Lance Armstrong….)
Devon Winter
ReplyDeleteDue Feb 6
Ch 10
1) The environmental design is most important for sending messages in order to tap into the execution of certain behaviors both desirable and undesirable.
2) “ Altering the physical or social environment can either make it easier for someone to perform a desired behavior (e.g. vehicles with built-in child safety seats) or make it more difficult to perform an undesirable behavior p. 93” “When designers approach a new problem, they have a well-defined process they follow to understand the audience and issue in order to design an effective solution p101.”
Ch 11
1) The development of effective messages comes about through detailed research and theory based communication.
2) “ The most common theories used to explain health and social behavior are the following: Health belief model, theory of planned behavior, social cognitive learning theory, transtheoretical model p, 105” “ “ Creditability comes in many forms and provides your audience a reason to believe your message p.113”
Ch12
1) In order to communicate ones message, one must be able to identify the most effective channel or medium in which to communicate to their target audience.
2) “ The key is to carefully select the most effective and efficient methods of reaching each target audience segment p. 125.” “ Combining a number of approaches also helps you to appeal to people who absorb information in different ways by seeing it, hearing it, experiencing it, or discussing it with others p. 126.”
CH 13
1) In order to have the most effective means of getting ones message across the way in which the communication takes place must be creative and thus memorable.
2) “ Your job in this step is to make sure that the communication is not just happening from your end but that your messages are heard by and resonate with your target audience p. 135.” To be most effective, your communication should have three characteristics: It must be… relevant and meaningful to the target audience… original, stating the message in a new way… “break through the clutter” and be noticed p. 140.”
Question: Is the creativity of ones communication the foundation for all else in the success of a social marketing strategy?
Section IV
ReplyDeleteChapter 10
Thesis: It is more affective as a social marketer to change behavior by modifying the environment- both physical and social.
Documentation: 1) “This can be the physical environment, such as offering safe and clean playgrounds where kids can get physically active, or the social environment, which can be affected by policies such as not allowing smoking in bars and restaurants. Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term” (p96). 2) Six most common design patterns: architectural, errorproofing, persuasive, visual, cognitive, and security. (p99-101)
Chapter 11
Thesis: Not all messages will work effectively on everyone; therefore it is more effective to tailor social marketing messages to target audiences using theories of behavior change.
Documentation: 1) “The most common theories used to explain health and social behavior are the following: Health Belief Model, Theory of planned behavior, Social cognitive learning theory, and Transtheoretical Model (stages of change theory)” (p105). 2) In order to make a message “stick”, it must incorporate six elements: simple, unexpected, concrete, credible, emotions, and stories. By using these elements, the messages become “interesting enough for people to want to share with other and packaged in a way that makes it easy to understand” (p111).
Chapter 12
Thesis: Just like with messages, not all channels for social marketing will work for everyone, so it’s important to identifying the appropriate mediums for the target audience.
Documentation: 1) “To identify the best channels to use, find out where target audience members spend their time and get their information. […] Through the research you conduct with the target audience, you will learn which channels are more popular and credible” (p125). 2) “A key part of channel selection involves considering who will deliver the message. The chosen messenger can have a great impact on whether the message is perceived as credible, important, and relevant to the target audience” (p130).
Chapter 13
Thesis: Coming up with the message and channel is only part of the process, before implementing the plan, these elements must be tested on the target audience to make sure they are affective.
Documentation: 1) Creative Brief “This is a short one-to-two page document that pays out the key facts and strategic approach to guide the creative development of your communications; it provides the springboard from which great ideas can grow and acts as a check to make sure the creativity doesn’t stray too far from the strategy” (p135). 2) All elements that must be included in the creative brief- target audience, communication objectives, barriers, key promise, support statements, tone/image, media, openings, and other creative considerations. (p140)
Question: What is the most effective means for testing a target audience’s response to the messages/channels? Does it depend on the target audience?
Chapter 10
ReplyDeleteThesis: In order to successfully get their message seen and heard, social marketers have to design a campaign that focuses on specific behaviors, the environments, and patterns that will resonate with their target audience.
Supporting Documentation: “The behavior you choose to promote as your main product will depend on what your audience finds acceptable and doable, and if they believe it will be efficacious in preventing or reducing the problem (p. 94-95).”
“The environment surrounding an individual affects his or her decisions as well. This can be the physical environment…or the social environment…(p. 96).”
“The most common design patterns fall into six categories…Architectural, errorproofing, persuasive, visual, cognitive, and security…(p. 98-101).”
Chapter 11
Thesis: To create an effective message that will reach the target audience and therefore result in behavior change, social marketers reference the guidelines from Theories of Behavior Change and Message Concepts.
Supporting Documentation: “A solid theory gives shape to the messages, and without it the program might fall flat (p.105).”
“After analyzing a panoply of communications to find common elements among the most effective messages, they developed a template of six elements that can be applied to any idea to help make it ‘sticky’- interesting enough for people to want to share with others and packaged in a way that makes it easy to understand and remember (p.111).”
Chapter 12
Thesis: Social marketers must narrow their research and find the right channel, outlet, and format for the message to successfully reach and be heard by its target audience effectively and efficiently.
Supporting Documentation: “ There are nearly unlimited number of channels that you can use. They key is to carefully select the most effective and efficient methods of reaching each target audience segment (p.125).”
“Outlets are the specific television or radio stations, magazines, social networks, websites, and other alternatives within each channel that will promote your message (p.129).”
“The format is the way in which the message is delivered via a media outlet as an advertisement, a news story, an opinion piece and so forth…The format you choose will help shape the message and will affect your budget (p.129).”
Chapter 13
Thesis: Creating a draft of your final proposal is a way to ensure that the target audience is properly being reached, the objectives stated are being met, and the tone/imagery match the campaign.
Supporting Documentation: “ Now it is time to put it all together by creating drafts of the materials, including the words you will use and the graphic design or other production formats. These will serve as stand-ins for the finished materials as you pretest them with the target audience. By making these prototype materials look as close to their final forms as possible, you will get a better idea during the pretesting of which elements work and which do not….By making any needed changes before going into production, you will know that your materials are as good as they possibly can be (p. 144).”
Question: How do social marketers go about creating campaigns when there is not one target audience? What is the best way to narrow down and decide which is the most important audience to hit first?
Chapter 10:
ReplyDeletePeople are always affected by the environmental surroundings. In the marketing, by understanding the predictability of audience target choose one behavior over another can make the desired action more appealing.
“Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term.”pg.96
“All of them (design approaches) have the effect of making either the desired behavior easier to do or the undesirable action more difficult. In all cases, however, the choice of which way to go must be voluntary. Otherwise, it is no longer a choice but a mandate.”pg.98
Chapter 11:
Effected social marketing messages for the audience you should understanding of how the behavior change, and understanding the basic elements which need determine your massage saying.
“ The most common theories used to explain health and social behavior are the following: Health Belief Model, Theory of planned behavior, Social cognitive learning theory, and Trans theoretical Model (stages of change theory).” pg.105
Chapter 12:
Must determining which channel most effectively and best reach your target audience, when you have established your message.
“radio is popular among your audience, then you can use several different communication formats through that media channel…appear on talk show as guest…create a popular song containing your message.” pg. 129
“The chosen messenger can have a great impact on whether the message is perceived as credible, important and relevant to the target audience.” pg. 130
Chapter 13:
Creative brief is means communication needs to be heard from the target audience, must be resonate and engage with the audience.
“Sever types of obstacles may create resistance to adopting the product among the target audience; this is where the price element of the marketing mix comes in… Physical barriers…emotional or psychological barriers…and social or cultural barriers” pg.137
Chapter 10
ReplyDelete1. Creating a change in the environment around the target audience can be much more effective than trying to directly change their behavior.
2. “Rather, people are often irrational (though they may not realize it) in choosing behaviors that may not be in their own best interest, but they do so in a predictable way.”
“Our goal should be to make the choice that is the most beneficial to the target audience the one that is easiest or feels the most natural”
Chapter 11
1. Social marketing messages use theory to understand behavior change and combine it with interpretations of the related research.
2. “Although some programs use theory as a window dressing to show that they were developed ‘scientifically,’ a well-designed program uses theory as the support beam on which everything else is hung.”
“Before you jump right into writing a script or designing a billboard, spend some time thinking about the basic elements of your message based on the theoretical constructs you chose.”
Chapter 12
1. Before choosing a channel, you need to take into account the different aspects of each channel to determine which one will best allow your message to get out to your target audience.
2. “The key is to carefully select the most effective and efficient methods of reaching each target audience segment. Effective means that the way in which you convey the messages attracts attention and inspires behavior change. Efficient means that you reach the more target audience members per dollar expended.”
“To identify the best channels to use, find out where target audience members spend their time and get their information. They will not go out of their way to find your message; you must go to them.”
“Outlets are the specific television or radio stations, magazines, social networks, websites, and other alternatives within each channel that will promote your message.”
The format you choose will help shape the message and will affect you budget.
A key part of channel selection involves considering who will deliver the message.
Chapter 13
1. When designing a creative way to communicate your message you must make sure that you are finding a way to engage your audience, making sure that you’re speaking to them rather than at them.
2. “The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions”
“The language you use in your communications will affect how well the target audience comprehends and processes the ideas.”
Question: How do you approach a social communications program when the audience you are trying to influence is evenly spread out through all socioeconomic classes?
This comment has been removed by the author.
ReplyDeleteChapter 10
ReplyDelete1. It may be more effective to direct people to adopt healthier lifestyles through changing the design of the environment rather than trying to influence people on an individual basis.
2. “Altering the physical or social environment can...make it easier for someone to perform a desired behavior...If you can identify ways to create structural change you may not need to focus on changing behavior one person at a time--usually a more difficult proposition” (p. 93).
“All of them [design approaches] have the effect of making either the desired behavior easier to do or the undesirable action more difficult. In all cases, however, the choice must be voluntary. Otherwise, it is no longer a choice but a mandate” (p. 98).
Chapter 11
1. There are six major theories that are often used to address complex social and health behaviors: health belief model, theory of planned behavior, social cognitive learning theory, transtheoretical model, diffusion of innovations model, and extended parallel process model.
“According to this model [diffusion of innovations], the most effective communication channels for disseminating information about a new idea or practice are opinion leaders and peer-to-peer social networks” (p. 109).
“six elements that can be applied to any idea to help make it ‘sticky’--interesting enough for people to want to share with others and packaged in a way that makes it easier to understand remember” (p. 111).
Chapter 12
Different segments of people may have different channels, outlets, and formats that are most effective in communicating your message to them.
“Combining a number of approaches also helps you appeal to people who absorb information in different ways by seeing it, hearing it, experiencing it, or discussing it with others” (p. 126).
“A media kit usually will include information about the station or publication, audience demographics, a rate card, and information on special issues or advertising opportunities that are coming up...they often can provide specific ratings or subscriber demographics information that will help you to decide whether they are appropriate” (p. 129).
Chapter 13
1. Communications starts with messages and channels to finished communications, and it is important to make sure your messages are heard and resonate with your target audience, and you can make sure this happens through the creative brief.
“Make clear what outcomes you expect from the target audience being exposed to your communications” (p. 136).
“As you brainstorm and develop your messages, remember this thought from French philosopher Emile Chartier: “Nothing is more dangerous than an idea when its the only one you have”” (p. 141).
Question
What is an example of a campaign who spent all the time and money but who's message wasn't heard?
Sec IV
ReplyDeleteChapter 10
Altering the target audience’s environment can make it easier for them to switch to a desired behavior or make it harder for them to continue a bad behavior.
“Besides the product, the environment surrounding an individual affects his or her decisions as well. This can be the physical environment…or the social environment. Creating a situation that both encourages and supports individual behavior changes increases the liklihood that those positive choices will be sustainable for the long term.”
“The HCD (Human-Centered Design) approach offers desirability, feasibility and viability-all elements that must be present in a product for it to work for a particular audience. The HCD process also stands for the steps involved: hear, create, deliver.
Chapter 11
Messages that have long lasting effects on the target audience have are developed through scientific research and theories.
“The most common theories used to explain health and social behavior are the following: Health Belief Model, Theory of Planned beior, Social Cognitive Learning Theory, Transtheoretical Model, Diffusion of Innovations Model, and Extended Parallel Process Model.” Each one has developed its own view regarding social and behavior change in society.
When developing a social campaign, remember to be simple, unexpected, concrete and credible. Your message should have a story behind it and evoke some sort of emotion out of the audience (humor, fear, guilt, etc.)
Chapter 12
People are subjected to 3,000 messages daily. Social marketers must figure out which channel is most effective to reach the largest portion of their audiences.
Mass media, such as television, internet, radio, magazines, newspaper, e-mail, direct mail, events, etc., all have their pros and cons. With some channels, it’s easier to target an audience. Social marketers must figure out how to combine different mediums to effectively reach their target audience.
“Once you figure out which channel to use, the outlets are the next step. They are the specific television or radio stations, magazines, social networks… within each channel that will help promote your message. Next, the format is the way in which the message is delivered via a media outlet as an advertisement, a news story, an opinion piece, etc.). If you are using a non-media channel, then the format could be the size of the poster, etc. The format you choose will help shape the message and will affect your budget.”
Chapter 13
The last step in a message planning process is adding creativity. Borrowing techniques from different advertising companies is normal, except you should always give it some originality also. The creative brief helps you understand the audience, objectives, barriers, threats, etc., to help you create an effective and creative message.
“The single biggest problem in communication is the illusion that it has taken place.” This means that just because you create a message doesn’t mean it was delivered effectively to the target audience.
“If major barriers exist, then you will need to change the target audience members’ perceptions by either removing the barrier or minimizing it in their minds. If they do not know how to perform the behavior, then give them the skills.”
What has been the most effective campaign that has focused on solutions to the target audience’s barriers?
Section IV
ReplyDeleteChapter 10
Well designed social marketing strategies, much like a well planned out grocery store, can change people’s behaviors subconsciously. “The behavior (or tangible item) you choose to promote as your main product will depend on what your audience finds acceptable and doable, and if they believe it will be efficacious in preventing or reducing the problem.” (p95) “Besides the product, the environment surrounding an individual affects his or her decisions as well.” (p96)
Chapter 11
Before you hastily go full throttle with your message or campaign, you need to think clearly about and account for all the possible things that could go wrong or be misinterpreted within your marketing technique. “Which of the 2 directions people take (with fear appeals) depends on how effective they think the suggested course of action will be in addressing the threat (if one has been proposed) and whether they believe that they can actually carry out the preventative behavior.” (p110) “Simplify your message as much as you can: think about how you can trim it down to its core, with nothing extra.” (p112)
Chapter 12
To choose the best channel through which to communicate, you absolutely must know your target audience well in order to know which will be most conducive to and effective in their lives. “They will not go out of their way to find your message; you must go to them.” (p125) “The chosen messenger can have a great impact on whether the message is perceived as credible, important, and relevant to the target audience.” (p130)
Chapter 13
Good results come from good messages that have been heavily researched and not only are heard, but also resonate with the receiver of the message. “Several types of obstacles may create resistance to adopting the product among the target audience; this is where the price element of the marketing mix comes in. They must be minimized or removed so that the reward clearly outweighs the costs.” (p136) “They need to see the product as the solution to a problem or issue that affects them; the benefits should be relevant and believable.” (p137)
Q: How do you know if you are being too specific or too vague with the amount or type of information you are including in your marketing strategy?
Chapter 10:
ReplyDeleteBy tailoring your marketing design it will encourage the desired behavior you are trying seek.
…the environment surrounding an individual affects his or her decisions as well. This can be the Physical environment, such as offering safe and clean playgrounds when kids can get physically active. Or Social environment
Design patterns – Usually fall into six categories: Architectural, Errorproofing, Persuasive, Visual, Cognitive, and Security.
Chapter 11:
Your Social marketing campaign will not be effective to the fullest unless you develop messages based on your research and theory of understanding behavior change.
Theories of Behavior change that should be used to develop messages: Health Belief Model, Theory of Planned Behavior, Social Cognitive Learning Theory, Transtheoretical Model, Diffusion of innovations Model, and Extended Parallel Process Model.
Your message should be Simple, Unexpected, Concrete, Credible, have Emotion these characteristics build your story.
Chapter 12:
By identifying the appropriate channels to reach the audience you want, your message will be most effective.
…To identify the best channels to use, find out where target audience members spend their time and get their information. The will not go out of their way to find your message; you must go to them.
Outlets are specific television or radio stations, magazines, social networks, websites, and other alternatives within each channel that will promote your message.
Chapter 13:
In order to have effective communication the message that you are sending must be heard by the audience or it will be ineffective.
Creative brief – one to two page document that lays out the key facts and strategic approach to guide the creative development of your communications; it provides a springboard from which great ideas can grow…
To bring out your creativity you MUST – be relevant and meaningful to the target audience; be original, stating the message in a new way; break through the clutter and be noticed.
Question:
Due to the design process being quite long, when would you actually notice if you’re just creating a message that may be too vague for the suspected target audience?
Ch 10
ReplyDeleteThis chapter discusses behavioral economics and how social marketers can influence them using design.
-“The foundation behind [behavioral economics] is that people do not always rationally weigh out the costs and benefits of a particular choice as classic economics would have us believe. Rather, people are often irrational (though they may not realize it) in choosing behaviors that may not be in their own best interest, but they do so in a predictable way.”
-“Besides communications, the design approach, as described in this chapter, can help you determine how to share your behavioral product and how to structure the physical or social environment.”
Ch11
To effectively change the target audience’s behavior, you have to consider different theories of thought (specifically the six discussed in this chapter,) as well as the six elements designed by Chip and Dan Heath that make up the most effective messages out there.
-“The most common theories used to explain health and social behavior are the following: Health Belief Model, Theory of planned behavior, social cognitive learning theory, Transtheoretical Model, Diffusion of innovations Model, Extended Parallel Process Model.”
-“After analyzing a panoply of communications to find common elements among the most effective messages, they [Chip and Dan Heath] developed a template of six elements that can be applied to any idea to help make it ‘sticky’ – interesting enough for people to want to share with others and packaged in a way that makes it easy to understand and remember.”
Ch12
This chapter looks at the different channels with which social marketers can convey their messages, the most common channels used, which criteria to asses these with, and which outlets, formats, or messengers to use and why.
-“Which methods will you use to get the message out or distribute the product to the target audience? Before thinking more specifically about which radio stations to use or what to name your Twitter account, consider whether those are really the most appropriate methods for your audience and message.”
-“The key is to carefully select the most effective and efficient methods of reaching each target audience segment.”
Ch13
After designing a message and choosing a channel, you can produce a creative communication using a “creative brief.”
-“Your job in this step is to make sure that the communication is not just happening from your end but that your messages are heard by and resonate with your target audience.”
-“A creative brief is a short one- to two-page document that lays out the key facts and strategic approach to guide the creative development of your communications; it provides the springboard from which great ideas can grow and acts as a check to make sure the creativity doesn’t stray too far from the strategy.”
Question: How long does the development of a social marketing strategy usually take, from initial research all the way to actually airing it?
Section Four
ReplyDeleteChapter Ten
1. By controlling a social environment, a social marketer can increase the chances that an individual will successfully go through a behavior change.
2. “Altering the physical or social environment can either make it easier for someone to preform a desired behavior or make it more difficult to preform an undesirable behavior.” (pg 93)
“Besides the product, the environment surrounding an individual affects his or her decisions as well. This can be physical environment, such as offering safe and clean playgrounds where kids can get physically active, or a social environment, which can be affected by policies such as not allowing smoking in bars…” (pg 96)
Chapter Eleven
1. When developing messages, a social marketer must consider theory and research in order to communicate effectively with the target market.
2. “To create messages that produce long lasting positive effects on your target audience, you should first understand theories of how behavior change occurs.” (pg 105)
“”Before you jump right into writing a script or designing a billboard, spend some time thinking about the basic elements of your message based on the theoretical constructs you chose. The concept development stage determines what you will say in your communications rather than how you will say it (the execution).” (pg 111)
Chapter Twelve
1. Since every target market is different, social marketers must chose which media channel would be most appropriate and effective for their audience.
2. “The key is to carefully select the most effective methods of reaching each target audience segment.” (pg 125)
“Through the research you conduct with the target audience, you will learn which channels it pays attention to and trusts.” (pg 125)
Chapter 13
1. The final stage in creating a message, is drafting together all the elements of your campaign into one concise communication that engages the audience.
2. “Your job in this step is to make sure that the communication is not just happening from your end but that your messages are heard by and resonate with your target audience.” (pg 135)
“The person who is motivated by your message is primed to take action; do not lose that opportunity.” (pg 136)
Question: How do you decide which non-traditional marketing channels are appropriate for the target market?
Chapter 10:
ReplyDeleteThe biggest objective of a social marketer is to give people the urge into using their product or becoming a part of a certain cause, regardless of what they initially thought of the product or idea.
The supermarket is specifically designed so that the necessities are in the back so that consumers’ intentions can be distracted by picking up other things on the way to their milk and bread. (see pg. 93).
“People have predictable mental biases that affect how they perceive situations and make favor of the more advantageous choice, we may be able to overcome people’s impulse to things that are not necessarily in their best self-interest” (94).
Chapter 11:
If using a fear-based tactic for someone to participate in the campaign, it needs to be something that provokes fear, but not something so extreme that it’s hard to believe that the bad result would happen to them. The consequence that you’re using for the fear has to be realistic and common enough so that people can relate to it.
“The Extended Parallel Process Model states that when people are confronted with messages that arouse fear in them, they will do whatever it takes to dispel those unpleasant feelings. They will either take preventative action to deal with the threat and eliminate it, or control the fearful feelings through denial or avoidance of the issue” (110).
“If we were to use a fear-based appeal to convince Julia to wear sunscreen, as in the Health Belief Model, we would need to first make sure she believes that she is at risk for skin cancer and that the consequences of not taking action—include possible death—are severe. Offer specific actions that she believes will be effective in reducing the skin cancer threat and that she can do easily” (110).
Chapter 12:
The channel that you use for a certain social marketing campaign depends on what audience you want to target.
“If you are trying to reach a very small audience segment such as parents of fifth graders in a particular school district, then using television might be overkill; the message will reach many people, but efficiently of the medium is low relative to the number of target audience members” (125).
If you want to reach a specific generation, look at what they use most for communication. People in their teens and twenties use social media as one of their largest sources for communication. To make the message effective, don’t put it in a newspaper, but rather create a FaceBook for the event or product.
Chapter 13:
The most important factor in succeeding in an objective is having the right tone and image for the audience you are intending to target.
“The tone must be appropriate for the subject matter, audience, and format. When the message itself is very serious, a humorous tone might contradict the meaning of the words” (138).
If you want to influence a younger audience, don’t make the tone stuffy with harder words. The audience will not be able to understand, so as a result will ignore the message. If you are targeting intellectuals, make things sound more prestigious so they will take you seriously.
Question:
For a serious topic, how can you market something to be serious, but not too serious for people to completely ignore you?
Chapter 10: By altering the design of an environment, you can increase the effectiveness of your campaign message by making the desired behavior change more easily attainable or making it harder to partake in the competing behavior.
ReplyDeleteExamples: "People have predictable mental biases that affect how they perceive situations and make decisions. If social marketers can take those inclinations into account and stack the deck in favor of the more advantageous choice, we may be able to overcome people's impulses to do things that are not necessarily in their best self-interest" (94). “This can be in the physical environment, such as offering safe and clean playgrounds where kids can get physically active, or the social environment which can be affected by policies such as not allowing smoking in bars and restaurants” (96).
Chapter 11: In order to develop an effective message and sustainable message, one must first understand and research the theories of behavior change.
Examples: “To effectively change health and social behaviors, you will need to combine an understanding of behavior change with interpretation of your research results” (105). “Many of the issues social marketers address are somewhat intangible concepts- health, environmental protection, discrimination, poverty. Our challenge comes in presenting these ideas in a relevant, meaningful way to our audience”(113).
Chapter 12: Identifying and selecting the most effective and efficient channels is critical to ensure that your message reaches the target audience.
Examples: “The key is to carefully select the most effective and efficient methods of reaching each target segment. Effective means that the way in which you convey the message attracts attention and inspires behavior change. Efficient means that you reach the most target audience members per dollar”(125). “Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other. The more times someone is exposed to a message in different ways, the more likely it will stick”(126).
Chapter 13: Creating a creative brief helps clarify the elements of the social marketing campaign that you need to address in order to effectively communicate with your target audience.
Examples: “The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions. The resulting strategy document will guide the development of your communications…”(135). “To improve your chances of success, try to expose target audience members to the message at a time that they will be most receptive and act on it”(139).
Question: What is currently the most effective communication channel for the majority of social marketing campaigns and what is an example of a campaign that uses this channel?
Ch10
ReplyDeleteAs humans, we are affected by our environment surroundings. As consumers, we are as well. When altering physical and social environmental factors, you can alter someone’s behavior.
"Altering the physical or social environment can either make it easier for someone to perform a desired behavior (e.g., vehicles with built-in child safety seats) or make it more difficult to perform an undesirable behavior (e.g., prohibiting smoking in restaurants and work places)." (p93)
Ch11
When a social marketing campaign takes in account the health and social behaviors of their market they have a better chance at succeeding with an effective message that will stick.
“Social marketing messages are not just clever slogans but rather well-thought-our communications based on theory and research. To effectively change health and social behaviors, you will need to combine and understanding of behavior change with interpretation of your research results.” (Pg 105)
Ch12
After developing a message, you must then decide which channel or medium is the most appropriate for your specific message.
“Channel in social marketing does not mean the television station on which you air your commercials. The term refers to the medium that delivers your programs messages. This involved the marketing mix ideas of “place” and “promotion.” (Pg 125)
Ch13
After the message and channel is decided, you must create a “case brief” as a communication strategy that will ensure your message is received
“to move from point A (messages and channels) to point B (finished communications), we use a strategic thought-organizer borrowed from advertising called a “creative brief.” ….it provides the springboard from which great ideas can grow and acts as a check to make sure the creativity doesn’t stray too far from the strategy.” (page 105)
Since social media has become such an overwhelming power in communication, is it the best channel for every message or should it be accompanied by other channels?
Chapter 10
ReplyDeleteGetting people to change their behaviors, especially one-by-one, is a very difficult task, but it can be made easier by creating a program that is designed to influence and change people’s behaviors, often times without their conscious recognition of it.
“People have predictable mental biases that affect how they perceive situations and make decisions. If social marketers can take those inclinations in account and stack the deck in favor the of the more advantageous choice, we may be able to overcome people’s impulse to do things that are not necessarily in their best self-interest” (94)
“All of them have the effect of making either the desired behavior easier to do or the undesirable action more difficult. In all cases, however, the choice of which way to go must be voluntary. Otherwise, it is no longer a choice but a mandate. Our goal should be to make the choice that is the most beneficial to that target audience the one that is easier tor feels the most natural” (98)
Chapter 11
It is important to understand common theories on health and social behavior in order to create messages in your program that will “stick” and be effective in changing the attitudes and behaviors on your target audience.
“The most common theories used to explain health and social behavior are the following: Health Belief Model, Theory of planned behavior, Social cognitive learning theory, Transtheoretical Model (stages of change theory), Diffusion of Innovations Model, Extended Parallel Process Model (fear appeals)” (105-106)
“When you take the first letter of each of the Made to Stick elements, you get the acronym SUCCES(s)! When you can combine one or more of these concepts into your messages, you will be much more likely to end up with a message that sticks” (115)
Chapter 12
Use secondary research to determine what medium, or mediums (more than one channel may be used to accomplish different goals), that both effectively and efficiently delivers your message to your target audience.
“Effective means that the way in which you convey the message attracts attention and inspires behavior change. Efficient means that you reach the most target audience members per dollar expended.” (125)
“Combining a number of approaches also helps you appeal to people who absorb information in different ways by seeing it, hearing it, experiencing it, or discussing it with others. Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other.” (126)
Chapter 13
Create a “creative brief” plan for your communication in order to make it as successful as possible and keep in mind factors such as objectives, barriers, key promise, tone, media, openings, and creativity.
“Make sure that the communication is not just happening from your end but that your messages are heard by and resonate with your target audience. You’ll do this by taking into account all the research you have done to understand their lives and mind-sets, in order to craft ads and other promotional elements that speak to tem and engage them more deeply” (135)
“To be most effective, your communication should have three characteristics: 1. It must be relevant and meaningful to the target audience, 2. It must be original, stating the message in a new way, 3. It must ‘break through the clutter’ and be noticed” (140)
Question: On average how many different channels should a program use? Is it sometimes okay to use just one to create an image of exclusivity and therefore draw attention to your program?
Chapter 10:
ReplyDeleteIn order to structure behavior change it’s important to modify the environment in a way that will get your audience moving in the desired direction.
• “People have predictable mental biases that affect how they perceive situations and make decisions. If social marketers can take those inclinations into account and stack the deck in favor of the more advantageous choice, we may be bale to overcome people’s impulses to do things that are not necessarily in their best self-interest.”
• “Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term.”
Chapter 11
An individual must undergo various stages in order to adopt specific behaviors, which are outlined in an assortment of models in which the behavior change is induced by a specific message.
• “Behavior change is influenced by factors within the environment and the individual”
• Credibility gives your audience substantiality in believing your message and it must be crafted in a way that is unique, simple, and concrete.
Chapter 12
Selecting the appropriate channel and outlet is key to reaching the desired audience.
• “A key part of channel selection involves considering who will deliver the message. The chosen messenger can have a great impact on whether the message is perceived as credible, important, and relevant to the target audience.”
• “Through research you conduct with the target audience, you will learn which channels it pays attention to and trusts.”
Chapter 13
When in the process of drafting a creative brief, the following elements must be considered: objectives, promise, tone, image, media, and openings.
• Identify a clear identity for your target audience as well as what outcomes you expect to them from being exposed to your communications.
• In your communications you must understand your message should be relevant and meaningful to the audience and break through the clutter to be noticed. Consider what makes your product stand out from the competition and why your audience will be better off by choosing yours.
When considering the concept of choosing the right channel, is there an opportunity to select too wide of a channel, such as social media where audience members are being inundated with information each second, and if so how would one go about measuring success?
Chapter 10
ReplyDelete-When marketing behavior change, rather than a tangible product, it is important to remember that human behavior is influenced mainly by physical and social environment and this influence can be manipulated to create structural or behavioral change.
-“People have predictable mental biases that affect how they perceive situations and make decisions. If social marketers can take those inclinations into account and stack the deck in favor of the more advantageous choice, we may be able to overcome people’s impulse to do things that are not necessarily in their best self-interest.” (94)
-“When you think about how to design your approach to take into account this human struggle between choosing behaviors that make rational sense and doing what come naturally, there are several points at which you can intervene. Many of these biases can simply be addressed through the way you craft a d present your message” (94)
Chapter 11
-In order to effectively create change through social marketing it is essential to combine research with behavior change theory and then apply this knowledge to one or more the key message concepts (simple, unexpected, concrete, credible, emotions, stories).
-“Social marketing messages are not just clever slogans but rather well-thought-out communications based on theory and research. To effectively change health and social behaviors, you will need to combine an understanding of behavior change with interpretation of your research results.” (105)
-“The most common theories used to explain health and social behavior are the following: health belief model, theory of planned behavior, social cognitive learning theory, transtheoretical model, diffusions of innovations model and extended parallel process model.” (106)
Chapter 12
-Identifying the appropriate channel to convey your message is a two step process, first it is important to understand the most effective physical channel and second it is important the make sure the chosen channel is used creatively and most effectively.
-“The term channel refers to the medium that delivers your program’s message. This involves the marketing mix ideas of “place” and “promotion”. (125)
-“There are a nearly unlimited number of channels that you can use. The key is to carefully select the most effective and efficient methods of reaching each target audience segment. Effective means that the way in which you convey the message attracts attention and inspires behavior change.” (125)
Chapter 13
-Even in the creative communications stage of executing your social marketing plan it is important to take into account previous research you have done to ensure that your message is effectively resonating with your intended audience.
-“Your job in this step is to make sure that the communication is not just happening from your end but that you messages are heard by and resonate with your target audience. You’ll do this by taking into account all the research you have done to understand their lives and mind-sets, in order to craft ads and other promotional elements that speak to the and engage them more deeply.” (135)
-“To move from Point A (message to channels) to Point B (finished communications), we use a strategic thought-organizer borrowed from advertising called a ‘creative brief’. The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions.” (135)
Question
-Are different channels used in social marketing for behavior change than are use with traditional marketing for products?
Chapter 11: In order to develop an effective message, it’s important to understand theories of behavior change and shape the message’s concept around the one you choose to follow.
ReplyDelete--Theories of behavior change include: Health Belief Model, Theory of Planned Behavior, Social Cognitive Learning Theory, Transtheoretical Model (stages of change theory), Diffusion of Innovations Model, and the Extended Parallel Process Model (fear appeals). “On the surface, behavior change appears to be a single-step occurrence; either someone engages in a behavior or not. But a major change in a person’s lifestyle… involves a complex thought process.” (pg. 106)
-- “Before you jump right into writing a script or designing a billboard, spend some time thinking about the basic elements of your message based on the theoretical constructs you chose. The concept development stage determines what you will say in your communications rather than how you will say it (the execution).” (pg. 111)
Chapter 12: When creating a campaign, one must strategically place the message in the most appropriate medium to reach the target audience.
-- Some channels that are commonly used in social marketing include: mass media, social media, websites, email, outdoor advertising, brochures/ posters/ newsletters, mobile phones, comic books, direct mail, interpersonal communications, word of mouth, entertainment education, community events, workplace competitions, and point-of-purchase materials. “Each type of channel may serve a different role in the campaign.” (pg. 126)
--“Combining a number of approaches also helps you appeal to people who absorb information in different ways by seeing it, hearing it, experiencing it, or discussing it with others. Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other. The more times someone is exposed to a message in different ways, the most likely it will stick.” (pg. 126).
Chapter 13: To help guide the development of a message it is helpful to create a creative brief to organize your strategic decisions.
--“To move from point A (messages and channels) to point B (finished communications), we use a strategic thought-organizer borrowed from advertising called a “creative brief.” This is a short one-to-two page document that lays out the key facts and strategic approach to guide the creative development of your communications.” (pg. 135).
--The creative brief includes: target audience, communication objectives, barriers, key promise, support statements, tone/image, media, openings, and other creative considerations. (pg. 139).
Chp. 10: Marketers create change by influencing behavior through design.
ReplyDeletea. "I would never try to reform man- that's much too difficult. What I would do was to try to modify the environment in such a way as to get man moving in preferred directions," (93).
b. "-people are more likely to make an irrational choice if:" (1) they don't have to pay the consequences until later (2) decision is one made infrequently (3) don't receive immediate feedback on consequences (4) have a hard time imagining possible outcomes (94)
Chp. 11: To create messages with long term positive effects, a marketer must understand behavior change theories.
a. "-a well designed program uses theory as the support beam on which everything else is hung," (105).
b. "But a major change in a person's lifestyle- involves a complex thought process," (105).
Chp. 12: Marketers must select the most efficient and effective channels.
a. "To identify the best channels to use, find out where target audience members spend their time and get information," (125).
b. "Combining a number of approaches also helps you appeal to people who absorb information in different ways-", "Each channel has its own strengths and weaknesses and the trick is to use several methods that compliment each other," (126).
Chp. 13: In order to create finished communications (Point B) marketers must develop a creative brief- a strategic though organizer or a set of guidelines.
a. "A creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions," (135).
b. "-it provides the springboard for which great ideas can grow and acts as a check to make sure that creativity doesn't stray too far from the strategy," (135).
Q: How can you assess whether or not you have too many channels? How do you determine quantity over quality, and visa versa?
Chapter 10
ReplyDeleteThe struggle between rational and natural decision making is largely influenced by the environment of a product both physically and socially.
Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term p96
Many of these biases can simply be addressed through the way you craft and present your messages.
How can you measure the actual effect of a new design?
Chapter 11
Understanding theories of how behavior change occurs produces lasting positive effects on your target audience
Six current theories of behavior change highlight key issues to consider when developing messages.
the concept development stage determines what you will say in your communications rather than how you will say it (the execution)
How can you gain a larger audience for a widely known topic?
Chapter 12
Identifying fitting channels to your target audience will help not only their effectiveness but your own program budget.
"Each type of channel may serve a different role in the campaign. Combining a number of approaches also helps you appeal to people who absorb information in deferent ways by seeing it, hearing it, experiencing it, or discussing it with others. p126)
In addition to the target audience input, you can get information directly from the media outlets themselves.
In determining channel formats, what type of information is best to make a channel more effective?
Chapter 13.
Taking into account all the research you have done allows one to better understand the lives and mind-sets of your target audience, and engage them more deeply.
The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions. this will guide the development of your communication. p135
The creative process can be the most difficult, stay relevant, original, and noticeable. p140
When you pretest your materials the target audience must be able to visualize them in their final form.
How can creative briefs overcome barriers that keep audiences from adopting a product or campaign?
Chapter 10.) It is important to incorporate design into a social marketing plan including the areas of design environments, design behavior, and design pattern.
ReplyDelete-The most common design patterns are the following: architectural, error proofing, persuasive, visual, cognitive, and security.
-(Page 96) "...the environment surrounding an individual affects his or her decisions as well... Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term."
Chapter 11.) There are many different theories of behavior change to highlight key issues to consider when developing messages such as the health belief model, the theory of planned behavior, social cognitive learning theory, the transtheoretical model, the diffusion of innovations model, and the extended parallel process model.
-It is important to understand all of these theories of how behavior change occurs so that you are able to produce lasting positive effects on the target audience.
-The Health Belief Model included the following factors: perceived susceptibility, perceived severity, perceived benefits, perceived barriers, cues to action, and self- efficacy.
Chapter 12.) (Page 125) "Channel in social marketing does not mean the television station on which you air your commercials. The term refers to the medium that delivers your program's messages. This involves the marketing ideas of 'place' and 'promotion'."
-There are many different media channels including email, websites, social media, mass media, outdoor advertising, etc and each one serves a different role in the media campaign.
-"Once you have identified the channels that are most appropriate for the target audience, the next step is to think about the particular outlets you might use." These outlets are the specific details like the television or radio stations, social networks, and magazines etc.
Chapter 13.) A creative brief is what is used to move media channels from point A to B. It is a 1-2 page document that lays out the key facts and strategic approaches which are used to guide your creative development plan.
-The creative brief includes the target audience, communication objectives, barriers, key promise, supporting statements, tone/image, media and openings.
-It may be a smart idea to hire an outside agency to help you because the creative process of a social marketing plan can sometimes be the most difficult.
Question: What is the best way to decide which media channel is the best for your social marketing plan?
Chapter 10:
ReplyDeleteAltering environments can provide an easier way to change broad behaviors, as opposed to focusing on just one person at a time.
• “When we design for behavior change, we may be much more successful than if we rely on persuasion.”
• “Besides the product, the environment surrounding an individual affects his or her decisions as well.”
• “Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term.”
Chapter 11:
Marketing to change behavior is based on communications that take into account a number of different theories. These are the “Health Belief Model, Theory of Planned Behavior, Social Cognitive Learning Theory, Transtheoretical Model, Diffusion of Innovations Model, and Extended Parallel Process Model.
• The concepts of these messages are “Simple, Unexpected, Concrete, Credible, Emotions, and Stories.”
• Combining these elements with the key traits of effective behavior change communications will lead to sticky copy.
Chapter 12:
Different channels can be used to reach different segments of your message to different segments of your target audience. Channels can serve different interests in each campaign.
• “Each channel has its own strengths and weaknesses, and the trick is to use several methods that compliment each other. The more times someone is exposed to a message in different ways, the more likely it will stick.”
• “A key part of channel selection involves considering who will deliver the message. The chosen messenger can have a great impact on whether the message is perceived as credible, important, and relevant to the target audience.”
Chapter 13:
The Creative Brief is key to establishing key facts of communication and target audience info, as well as barriers and objectives.
• “The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions.”
• “To be most effective, your communication should have three characteristics.
1) It must be relevant and meaningful to the target audience.
2) It must be original, stating the message in a new way.
3) It must break through the clutter and be noticed.
Question: When writing content, keeping in mind the target market, and focusing on the target market's channels, what else can be done to keep the message in the right hands so to say?
Section IV
ReplyDeleteChelsie Walters
Chapter 10: Influencing Behavior by Design
1. Changing the physical environment can alter the way a consumer behaves.
2. “People have predictable mental biases that affect how they perceive situations and make decisions. If social marketers can take those inclinations into account and stack the deck in favor of the more advantageous choice, we may be able to overcome people’s impulses to do things that are not necessarily in their best self interest.” (94); “Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term.” (96). These two quotes contrast each other in a way because one is in favor of the marketer, while the other is beneficial to the public as a whole. However, both tap into people’s predictable behavior in order to create behavioral change pertaining to certain environments. The textbook uses the example of a recycling bin being placed directly next to a garbage bin. People are obviously far more likely to throw their empty water bottle in the proper bin.
Chapter 11: Developing Effective Messages
1. When developing your message, make sure you take into account the 6 theories of behavior change to help ensure that your direction is well-thought out.
2. The rest of the chapter outlines these 6 theories, and emphasizes that the theories chosen should correspond to your audiences behaviors. Messages should be simple, unexpected, concrete, and credible. Also, when you bring peoples emotions into play with your messages, your audience is much more likely to pay attention and remember what you told them.
Chapter 12: Identifying Appropriate Channels
1. This chapter explores how to determine the most suitable methods of communicating a message to your target audience.
2. “To identify the best channels to use, find out where target audience members spend their time and get their information.” (125) Example of channels include social media, mass media, and websites. “Communications can take many different forms, which are limited only by your imaginations (and budget).” (130) Communications can include bathroom stall posters, parade floats, and a Smartphone app. Communications are an extension of channels.
Chapter 13: Producing Creative Communications
1. A strategic thought-organizer, known as a creative brief will help guide you throughout the communications process to help you effectively deliver your message.
2. A creative brief includes your communication objectives, barriers, key promise, support statements, tone/image, media, openings, and creative considerations. All of these will get you no where if you have not yet identified your target audience. “When you pretest your materials, the target audience must be able to visualize them in their final form. With concrete details to comment on (rather than a vague description), the feedback will be much more helpful.” (146) This quote also relates to the key promise. You must persuade and convince your target audience that your product or service is the right one for them.
Questions: What happens if a barrier comes into play that you did not expect and cannot fit into your budget?
Ch 10
ReplyDeleteUnderstanding the environment of the desired target will aid in successfully designing a plan to suit the various potentials of human choice.
“Think about different scenarios in which the target audience might perform the desired behavior. Identify the points along the way at which individuals could choose the competition instead.”
Today’s social media can take on many forms and direct their programs to target audiences. With endless possibilities of how to get into the heads of audiences, it is important to evaluate as many scenarios as possible. Ideas are contagious and great minds think alike. It is important to design your plan around this great potential of competition.
Ch 11
Delivering an effective message is essential to long-term understanding and indulgence for any target audience.
“Before you jump right into writing a script or designing a billboard, spend some time thinking about the basic elements of your message based on the theoretical constructs you chose. The concept development stage determines what you will say in your communications rather than how you will say it.”
You cannot work on the delivery of your message without structuring a powerful message itself. The form the message takes when it is finally delivered to the audience is to support the initial message. This is why campaigns have multiple commercials within each branch of their advertising. Evaluation of anything that can be appealing to your audience is important so that they are drawn to your message.
Ch 12
Channel selection is crucial in delivering a powerful message to a segmented target audience, not only for them to pay attention to your message, but also for the message to resonate and become familiar with each member of the audience.
“Effective means that the way in which you convey the message attracts attention and inspires behavior change, Efficient means that you reach the most target audience members per dollar expended.”
The success of a marketing campaign can depend on the channel source that is used. If you are not attracting the attention of your targeted audience, the behavior you wish to change will remain the same. Even worse, their attention could gravitate towards a competitor.
Ch 13
Creativity is an essential element not only to captivating your target audience, but also having your message resonate with them for an extended time.
“Often, the best way in which to get your creative juices flowing is a brainstorming session, either by yourself or with a group of people working on the project.”
Creative juices can flow like the Nile River or be completely dammed up. It is good to be able to work well in groups, since ideas and thoughts tend to be contagious. Also, being able to produce your own individual creativity is highly important. Group work is a great thing, but you must be able to bring something to the table on your own.
oops. Question: "What steps do you take if you hit a creative roadblock?"
DeleteChapter 10: By analyzing every aspect of an environment, we as social marketers can influence a behavior.
ReplyDelete1. Different campaigns require different designs when it comes to delivery. These different designs can affect they way the message is delivered and received by the target audience.
2. The Human-Centered Design process involves more emotional aspects of marketing. The five main parts addressed in the text are empathize with users, define the problem at hand, ideate your understanding of the issue, create a prototype, and test your campaign.
Chapter 11: Social marketing involves some social psychology to help marketers better understand their target audience.
1. The four main models used in the text book are the Health Belief Model, the Theory of Planned Behavior, the Social Cognitive Learning Theory, the Transtheoretical Model, Diffusion of Innovations Model, and the Extended Parallel Process Model.
2. Messages can be placed in one of six categories according to the type of delivery and environment in which they exist. These six categories are simple, unexpected, concrete, credible, emotional, and story.
Chapter 12: This chapter focuses on how to choose the correct channel, or medium through which the message is transmitted, is the most appropriate.
1. The most common channels used are television, social network sites, direct mail, email, and brochures/posters. These can reach the largest pool of people, and most likely reach your target audience better.
2. By using multiple channels to communicate your message, you also have to use different methods. By switching up your delivery, you can keep your audience engaged and aware of the message.
Chapter 13: This chapter focuses on the Creative Brief, which is the “strategic thought-organizer borrowed from advertising”.
1. This short summary outlines the main points you want to address in your message in one to two pages. This includes who your audience is, what your objectives are, what potential barriers exist, among other factors.
2. The creative draft involves pulling together all of the previous factors into one final project. This includes all graphics, plans for delivery and environment, target audience, and any other materials involved thus far.
Ch. 10
ReplyDelete1. Social marketers take many different factors into account to convince people to make decisions that may not be their original instinctual decision.
2. “They have a hard time imagining the possible outcomes of the decision and are not sure what in means in terms relevant to their lives.” Rewording marketing as using 1 gallon of gas as opposed to marketing it as $4 will make people not realize the financial burden.
“The decision is one they make infrequently, so they do not have experience thinking through the issues.” A marketer has an advantage on the consumer when the decision is made in regards to something the consumer is not familiar with.
3. Is constraining a consumer’s decision-making process necessarily ethical?
Ch. 11
1. An effective message must take into account the many issues that go into a life changing decision.
2. “A major change in a person’s lifestyle, such as smoking or starting a compost heap, involves a complex thought process.” There are many different small decisions that have to go into a large decision like that and social marketers need to hit those small decisions first.
“As in the theory of planned behavior, the individual will be motivated to act if he or she believes the expected positive outcomes of a behavior outweigh the negative outcomes.” A marketer would not talk about how relaxing smoking may be, but will point out the health issues.
3. Would fear marketing skip over the contemplation and preparation stages of Transtheoretical?
Ch. 12
1. A target audience has to be selected and examined to understand what medium should be used to best reach them.
2. “…a billboard or radio ad is a good way in which to raise awareness about an issue and a website can provide more in-depth information, but it might take a conversation with a clinician to finally motivate someone to act.” Mediums are great, but it may take that final push from a professional to move someone to change, so perhaps talking straight to the physicians may be beneficial.
“ If Radio is popular among your audience, then you can use sever different communication formats through that media channel.” One medium can be used to market in many different ways.
3. How does one facilitate word of mouth through others?
Ch. 13
1. A creative brief is used to take an idea to a message to a completed social marketing campaign.
2. “The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions.” The creative brief is a helpful tool to reference to understand a social marketing campaign.
“Make clear what outcomes you expect from the target audience being exposed to your communications.” The creative brief is somewhat of a map for the whole process.
3. What would be the number one issue preventing people from understanding the true objective of a campaign?
Section 4
ReplyDeleteChapter 10: In order to create voluntary change in people’s behaviors, you must use subconscious clues. You can manipulate behaviors and environments for maximum success by using curtain patterns: Architectural, Error proofing, Persuasive, Visual. Cognitive, and Security.
• “People have predictable biases that affect how they perceive situations and make decisions. If social marketers can take those inclinations into account and stack the deck in favor of the more advantageous choice, we may be able to overcome people’s impulses to do things that are not necessarily in their best self-interest.” P. 94
• “In all cases, however, the choice of which way to go must be voluntary. Otherwise it is no longer a choice but a mandate. Our goal should be to make the choice that is the most beneficial to the target audience the one that is easiest or feels the most natural.” P. 98
Chapter 11: When creating an effective slogan, you must consider what it takes to create behavioral change, as well as using popular elements of communication that will help make your slogan memorable.
• “ On the surface, behavior change appears to be a single-step occurrence; either someone engages in a behavior or not. But a major change in a person’s lifestyle, such a quitting smoking or starting a compost heap, involves a complex through process. So much so, in fact, that researchers have proposed many different models to explain how to affect that process” P.105
• “After analyzing a panoply of communications to find common elements among the most effective messages, they developed a template of six elements that can be applied to any idea to help make it “sicky” –interesting enough for people to want to share with others and packaged in a way that makes it easy to understand and remember. Each of these elements, by themselves or in combination, offers a way to identify promising approaches for communicating about you issue.” P. 111
Chapter 12: Choosing a medium through which you deliver your message requires carful consideration of the right channels for your audience, the best outlets, formats and messengers.
• “There are an unlimited number of channels that you can use. The key is to carefully select the most effective and efficient methods of reaching each target audience segment. Effective means that the way in which you convey the message attracts attention and inspires behavior change. Efficient means that you reach the most target audience per dollar expended.” P. 125
• “Each type of channel may serve a different role in the campaign. For example, a billboard for radio ad is a good way in which to raise awareness about an issue, and a website can provide more in-depth information, but it might take a conversation with the clinician to finally motivate someone to act.” P. 126
Chapter 13: Before publishing your final product, it is important that you turn back to your research to be sure you addressed your audience and the issue, creatively and precisely. This ‘Creative brief’ addresses major elements of your campaign.
• “Your job at this step is to make sure that the communication is not just happening from your end but that you messages are heard by and resonate with you target audience. You’ll do this by taking into account all the research you have done to understand their lives and mindsets, in order to craft ads and other promotional elements that speak to them and engage them more deeply.” P. 135
• “this is a short one to two page document that lays out the key facts and strategic approach to guide the creative development of your communications; it provides the spring board from which great ideas can grow and acts as a check to make sure the creativity doesn’t stray too far from the strategy.” P. 135
Question: How often should you go through the process of redesigning a campaign?
Section 4.
ReplyDeleteChapter 10.
Due to individual preferences and wants, its particular important to focus on design to effectively change their behavior
“People have predictable and mental biases that affect how they perceive situations and make decisions. IF social marketers can take those inclinations into account and stack the deck in factor of the more advantageous choice, we may be able to overcome people’s impulsive to do things that are not necessarily in their best interest.” (95)
"Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term." (96)
Chapter 11.
Developing an effective message requires doing thorough research in order to have a basis of understand what will make an individual want to change their behavior. Interpreting the results of the research will enable the marketer to more effective cultivate their message.
“The concept developing stage determines what you will say in your communications rather than how you will say it (the execution).” (111)
“When you can bring people’s emotions into play with your messages, your audience is much more likely to pay attention and remember what you told them… Appealing to people’s core values can be very effective in evoking an emotional response.” (114)
Chapter 12.
Finding the most appropriate means of reaching your audience is critical in getting your message out. Channels appeal to place and promotion of the marketing mix.
“The key is to carefully select the most effective and efficient methods of reaching each target audience segment… Try to identify the best channels to use, find out where target audience members spend their time and get their information.” (125)
“Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other. The more times someone is exposed to a message in different ways, the more likely it will stick.” (126)
Chapter 13.
This is where you combine your effective messaging techniques and appropriate communication methods to develop your platform into a final product- using the creative brief.
“Make clear what outcomes you expect from the target audience being exposed to your communications. These objectives must be very clearly aligned with the overall goal and objectives for your social marketing program and will likely include knowledge, attitude, and behavioral changes.” (136)
“To be most effective your communication should have three characteristics:”
1. It must be relevant and meaningful to the target audience.
2. It must be original, stating the message in a new way.
3. It must “break through the clutter” and be noticed.(140)
Question: Which channel medium do marketing campaigns that do not have a huge budget find the most effective in reaching their targeted audience?
ReplyDelete
ReplyDeleteChapter 10
1) Changing a person’s behavior by altering the physical or social environment that surrounds the targeted audience.
2) "Altering the physical or social environment can either make it easier for someone to perform a desired behavior, or make it more difficult to perform an undesirable behavior.” “Besides the product, the environment surrounding an individual affects his or her decisions as well”
Chapter 11
1) When developing a message, it needs to be a credible, well-planned, researched and effective message using the theories of behavior change when crafting the message.
2) “Social marketing messages are not just clever slogans, but rather well-thought-out communications based on theory and research.” “Before you jump right into writing a script or designing a billboard, spend some time thinking about the basic elements of your message based on the theoretical constructs you chose.”
Chapter 12
1) When you are distributing a message it is important to make sure that you are doing it via the correct channel, if not, you may not even reach your target audience or cast too far of a net.
3) “The key is to carefully select the most effective and efficient methods of reaching each target audience segment.” “Each type of channel may serve a different role in the campaign. For example a billboard or radio as is a good way in which to raise awareness about an issue and a website can provide more in-depth information”
Chapter 13
1) The message created must be creative and engage the target audience.
2) “Your job in this step is to make sure that the communication is not just happening from your end but that your messages are heard by and resonate with your target audience.” “The manner in which you deliver the message, as well as the messenger used, helps to establish credibility.”
Chapter 10:
ReplyDeleteRather than changing an individuals behavior, you can change how the environment is designed in order to make it easier for someone to perform a desired behavior or make it more difficult for them to perform an undesired behavior through your influence.
Futurist and designer R. Buckminster Fuller recognized this when he said, “I made up my mind...that I would never try to reform man- that’s much too difficult. What I would do was to try to modify the environment in such a way as to get man moving in preferred directions.” (p 93)
“Besides the product, the environment surrounding an individual affects his or her decisions as well. This can be he physical environment, such as offering safe and clean playgrounds where kids can get physically active, or the social environment, which can be affected by policies such as not allowing smoking in bars and restaurants. Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term.” (p 96)
Chapter 11:
In understanding behavior change, you will be able to create a more effective message for your target audience with lasting positive effects (in using one or more theoretical messages appropriate for your plan).
“To create messages that produce lasting positive effects on your target audience, you should first understand theories of how behavior change occurs. Although some programs use theory as window dressing to show that they were developed “scientifically,” a well-designed program uses theory as the support beam on which everything else is hung.” (p 105)
Made to stick: template of sic elements that can be applied to any idea to help make it “sticky” -interesting enough for people to want to share with others and packaged in a way that makes it easy to understand and remember
Simple(explain message clearly), Unexpected(grab attention, something new), Concrete(sensory info: imagine what it looks like, feels like, sounds like), Credible(facts/statistics), Emotions(appeal to core values), Stories(convey info, build mental catalog- remembered)
Chapter 12:
In order to reach your target market, you must find the most efficient and effective channel to deliver your program’s message.
“To identify the best channels to use, find out where target audience members spend their time and get their information. They will not go out of their way to find your message, you must go to them.” (p 125) (TV, radio, social media, websites, print materials)
“A key part of channel selection involves considering who will deliver the message. The chosen messenger can have a great impact on whether the message is perceived as credible, important, and relevant to the target audience.” (p 130)
Chapter 13:
To develop the elements of your creative strategy into finished communications, it is best to draft them in a creative brief to stay in check with your strategy when guiding the creative development and pretesting your materials.
“To move from Point A (messages and channels) to Point B (finished communications), we use a strategic through-organizer borrowed from advertising called a “creative brief.” This is a short one-to two-page document that lays out the key facts and strategic approach to guide the creative development of your communications; it provides the springboard from which great ideas can grow and acts as a check to make sure the creativity doesn’t stray too far from the strategy.” (p 135)
“The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions. The resulting strategy document will guide the development of your communications, whether advertisements, websites, workshops, or social media outreach. Getting the “what to saw” right at this stage is more important than the “how to say it.” (p 135)
Question: How do you know how many channels to use? Should you focus on one per target audience or expand the reach?
DeleteChapter 10:
ReplyDeleteThe way you design different elements in your social marketing plan can help to make it a success or a failure. “Besides communications, the design approach… can help you determine how to shape your behavioral product and how to structure the physical or social environment.” “Besides the product, the environment surrounding an individual affects his or her decisions as well.”
Chapter 11:
Effective messages are created by the use of a model or by ensuring that your audience possesses a few key qualities. “A solid theory gives shape to the messages, and without it the program might fall flat.” “If the dizzying array of different theories intimidates you, this synthesis provides the essential ideas you need to know.”
Chapter 12:
An important part of getting your message to the right people is choosing the most appropriate channels. “Among different segments, you might find that certain channels are more popular or credible.” “Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other.” “The chosen messenger can have a great impact on whether the message is perceived as credible, important, and relevant to the target audience.”
Chapter 13:
One of the most challenging parts of a social marketing campaign is making a creative campaign. “To be most effective, your communication should have three characteristics: it must be relevant and meaningful to the target audience, it must be original, stating the message in a new way, it must ‘break through the clutter’ and be noticed.” “The material also must fit the goals and objectives originally specified as well as the overall creative strategy. You could have a brilliant idea, but if it does not meet your objectives, then you must set it aside.”
Question:
How can you be sure that your campaign is creative enough for people to remember but still says what you need it to say?
Chapter 10:
ReplyDeleteAvoid giving the target audience a choice, design a campaign that will direct them to the desired outcome.
There are several reasons humans make the choices they do (ex. convenience, popularity, price), keep these in mind regarding your campaign
There are three patterns of human behavior: enabling, motivating, and constraining. Design a campaign that gives the target the idea that they are making their own decision.
Steps to designing desired behavior are empathize, define, ideate, prototype, and test.
Chapter 11:
It is important to understand theories of behavior change first, then use those concepts to create an effective message concept.
the six behavior theories are the Health Belief Model, Theory of Planned Behavior, Social Cognitive Learning Theory, Transtheorectical Model, Diffusions of Innovation Model, and the Extended Parallel Process Model.
Message concepts to keep in mind are simplicity, surprise, concreteness, credibility, emotions and stories.
Chapter 12:
Think about the channel, outlet, and format for your social marketing message.
From the target market research, find what media channel and outlet they use the most.
The format will be limited by your budget, and will determine the method and frequency your message we be shown or distributed.
Create a messenger to endorse your campaign preferably someone who the target market doesn't know personally, but will give credit to the campaign.
Chapter 13:
When implementing your creative project, begin with a creative brief, then pretest it on your target audience.
A creative brief should organize your project; make sure to include information on the target audience, communication objetives, barriers, key promise, support statements, tone/image, media, openings, also think about the language used, and any other creative considerations.
To pretest the campaign make a mock up of the creative media then show it to the target audience for feed back.
Chap. 10:
ReplyDelete1. Thesis- When structurally designing how to communicate your message three things need to be considered to avoid using persuasion (behaviors, physical environment, and social environment).
“People have predictable mental biases that affect how they perceive situations and make decisions.”
“Identify the point along the way at which individuals could choose the competition instead.” Understanding and being aware of your competition along with the behaviors of your target audience is crucial. This could in fact attribute to social marketers being one step ahead of the game.
2.
Chap. 11:
1. Thesis- A carefully thought out social marketing message involves knowing the behaviors of the target audience along with having a solid theory to ensure the longevity and effectiveness.
2. “The concept development stage determines what you will say in your communications rather than how you will say it.”
“If someone plans to perform a behavior when in a particular situation, then the behavior is much more likely to occur.” Understanding the behaviors of the target audience will allow social marketers to design their theory more accurately.
Chap. 12:
1. Thesis- Determining the most effective channel to reach the target audience is something that social marketers put a lot of time into, to ensure their product is making it to the target audience efficiently.
2. “Effective means that the way in which you convey the message attracts attention and inspires behavior change”
“Each type of channel may serve a different role or campaign”
“Efficient means that you reach the most target audience members per dollar expended.”
Chap. 13:
1. Thesis- When social marketers create a message it is important that clarity and consistency is met for the target audience to appropriately receive the full meaning and purpose of the message.
2. “When you pretest your materials, the target audience must be able to visualize them in their final form.”
“Be as specific as possible about who the communications will be designed to reach.”
Question: If you were a social marketer who would be your ideal target audience and why?
Chapter 10:
ReplyDeleteIt is human nature to be affected by our environmental surroundings, in a marketing setting the environment can be designed in such a way to persuade behavior change one way or another.
“Think about different scenarios in which the target audience might perform the desired behavior. Identify the points along the way at which individuals could choose the competition instead.” (95)
“Besides the product, the environment surrounding an individual affects his or her decisions as well… Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term.” (96)
Chapter 11:
Social marketing messages are developed with an understanding of how behavior change and also about the basic elements that will determine what your message will say.
"On the surface, behavior change appears to be a single-step occurrence; either someone engages in a behavior or not. But a major change in a person's lifestyle...involves a complex thought process. So much so, in fact, that researchers have proposed many different models to explain the transition from nonadoption to adoption and, more important, elucidate how to affect that process." (p105)
Chapter 12:
There are numerous mediums to access your intended audience, however, the most successful social marketers use several thoughtful methods that complement each other and attract the target audience.
“The key is to carefully select the most effective and efficient methods of reaching each target audience. Effective means that the way in which you convey the message attracts attention and inspires behavior change.” (page 125)
-The more times an individual is exposed to a message the more they are going to be thinking about it and potentially change their behavior. “Combining a number of approaches also helps you appeal to people who absorb information in different ways by seeing it, hearing it, experiencing it, or discussing it with others.”(page 126)
Chapter 13:
Chapter 13 explains the idea of a creative brief, which serves as an outline to lay out the key points that will be addressed in the ad campaign.
The creative brief will discuss who the target audience specifically, how we will reach them, clear objectives, what we may have to overcome, what the tone will be, what media outlets we will use, and any other creative considerations we must include.
Another important factor is creating a rough draft that can be implemented with the target audience in order to gain feedback. This stage does not require a lot of money, as long as it clearly shows the target audience what the campaign will entail, so that they can respond with accurate feedback.
Q: When going through the process of communication design, how long does that typically take?
Chapter 10
ReplyDeleteInfluencing behavior by design focuses on effecting the environment of a selected target market through which you can view a problem as a design challenge in terms of enabling, motivating anf constraining.
“If you can identify ways to create structural change, you may not need to focus on changing behavior one person at a time- usually a more difficult proposition” (p. 93)
“Think about different scenarios in which the target audience might perform the desired behavior. Identify the points along the way at which individuals could choose the competition instead.”
(p. 95)
Chapter 11
Effective social marketing messages are well thought out communication based on theory (such as the Health Belief Model, Theory of Planned Behavior etc...) and research and in order to implement this process you will need an understanding of behavioral change with interpretation of your research results.
“A well-designed program uses theory as the support beam on which everything else is hung.” (p. 105)
“After analyzing a panoply of communications to find common elements among the most effective messages, they developed a template of six elements that can be applied to any idea to help make it ‘sticky’- interesting enough for people to want to share with others and packaged in a way that makes it easy to understand and remember” (p.111).
Chapter 12
In social marketing, the channel is one of the key tools in reaching a certain target audience- however, considering the most appropriate methods for your audience and the message is essential to using your channel successfully.
“Combining a number of approaches also helps you appeal to people who absorb information in different ways by seeing it, hearing it, experiencing it, or discussing it with others” (p. 126).
“Effective means that the way in which you convey the message attracts attention and inspires behavior change. Efficient means that you reach the most target audience members per dollar expended.” (p. 125)
Chapter 13
In order to develop the most successful campaign, it is important to make sure that communication is happening from both your own marketing side as well as reaching and resonating with your demographic audience- the creative brief is essential to this process and includes various factors such as objectives, barriers, key promise, tone, media, openings, and creativity.
“Your job in this step is to make sure that the communication is not just happening from your end but that your messages are heard by and resonate with your target audience.” (p. 135)
“Make clear what outcomes you expect from the target audience being exposed to your communications. These objectives must be very clearly aligned with the overall goal and objectives for your social marketing program and will likely include knowledge, attitude, and behavioral changes” (p. 136)
QUESTION: Is there a line drawn in terms of some forms of marketing being ‘too convincing?’ ie: subliminal messaging for example.
Chapter 10
ReplyDeleteDesign is a key element in your campaign, it speaks to the subconscious of your buyer
1:Healthy living uses a 3 pronged approach in their campaign: preparation, promotion, programs.
2:motivation is a behavior that madates education, provides incentives and creates change within attitude.
Chapter 11
There are 6 different theories about change in behavior.
1:The planned behavior theory predicts that if you think about something you are more likely to do it.
2:
Chapter 10: part of influencing customers or people in general to take action and perform a desired behavior includes tapping into the subconscious in certain ways.
ReplyDelete- There are 8 types of mental biases that can work against a campaign. These include anchoring, availability, representativeness, unrealistic optimism, loss aversion, status quo bias, framing, and priming.
- “Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term” (Weinrich 96).
- The goal of your design pattern should be “to make the choice that is the most beneficial to the target audience the one that is easiest or feels the most natural” (Weinrich 98).
Chapter 11: there is a great deal of thought and research put into developing a campaign message that will create a positive response and be effective overall.
- It is important to understand the theories of behavior change. It’s not always a matter of doing it or not doing it, there tends to be a great deal of physical and emotional consequence involved. Quitting smoking is an example of this.
- Rogers theory of diffusion describes the pattern or trend at which people adopt a certain innovation – in this case the innovation is a desired behavior. There are 5 categories under which potential adopters fall (innovators, early adopters, early majority, late majority, and the laggards).
- It is important to keep in mind that these different groups require different marketing efforts and often the message needs to be specifically tailored to each one.
Chapter 12: selecting which channels you will utilize to market your campaign requires consideration of your target audience, environment, time frame, budget, and many other factors in order to ensure maximum success.
- “Effective means that the way in which you convey the message attracts attention and inspires behavior change. Efficient means that you reach the most target audience members per dollar expended” (Weinrich 125).
- Each media channel has its own pros and cons that help determine which is the best fit for your campaign. Websites, for example, are great since it is often peoples’ first source for information, it is quick, and makes sharing information easy. The downfall, however, is that it is available only to those with internet access, and requires a certain level of technical expertise.
- “The format you choose will help shape the message and will affect your budget” (Weinrich 129). This includes flyers, a parade float, billboards, newspaper ads and much more.
Chapter 13: Once you have chosen the best media channels to utilize, it is important to consider and develop everything from the creative strategy and make your message heard.
- A creative brief is a concise way to lay out the various small details and put them into one cohesive place.
- Things to consider include: communication objectives, barriers, key promise, support statements, tone/image, media, openings, and creative considerations.
- Some questions to take into consideration include “how can you evoke an emotional response to your message? Which emotions are appropriate? What types of people should be portrayed? What type of situation would make sense?” (Weinrich 140).
Chapter 10:
ReplyDeleteThesis: One of the most important yet subtle parts of social marketing is behavioral economics. Altering one's environment to make a customer more likely to buy something, or do as your campaign wishes.
Support: Many places, especially the grocery stores, design features a certain way to milk you out of the most money possible. Humans like to think they are immune to such trickery, yet if it didn't work we wouldn't keep falling for it. It doesn't even have to be about getting money out of people, it's about getting what you want. If you want people to recycle more frequently, make it more convenient for them by moving the recycling bin closer to the trash bin to motivate people. As the book says "Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term."
Chapter 11:
Thesis: By using different models and techniques, sending a message to a mass audience can be easier and more effective than ever.
Support: Sending a message about quitting smoking is going to be a lot different viewed by a 16 year old boy, than a 70 year old woman. People need to see that the positive in changing their ways outweighs the negatives of keeping those ways. The “Health Belief Model attempts to explain the conditions that are necessary for change to occur. Message concepts are extremely important. Messages should be kept simple, so they are more effective in layman’s terms, as well as applied the unexpected, credible, concrete information. To one group the US Government may be a credible group to listen to, while to another group they could be easily dismissed. Appealing to the heart while mixing in data is also effective in getting a message across.
Chapter 12:
Thesis: Another key aspect of getting a message across to a certain group is the medium in which you use to send it.
Support: Some of the most effective channels used in social marketing are: mass media, social media, and websites. These are way more applicable today than the were 50 years ago. By combining different channels to relay a message, it may make it even that more poignant. For instance, a billboard could be used to publicize a campaign, while a website for the campaign could home all the information an audience would need to know. But a certain medium may not be appropriate for all audiences, for instance computers may not be the best for the elderly. Also, who is delivering your message? Are they a spokesperson? Well known celebrity? If so are they relevant to the cause?
Chapter 13:
Thesis: Being open to the possibility of barriers, maintaining creativity, and targeting the goals of your audience are all effective parts of social marketing.
Support: “Make clear what outcomes you expect from the target audience being exposed to your communications. These objectives must be very clearly aligned with the overall goal and objectives for your social marketing program and will likely include knowledge, attitude, and behavioral changes.” (136). One of the most aggravating parts of making a campaign is barriers. Barriers can get in the way of a campaign or marketing goal, whether it be physical, emotional, psychological, social, or cultural. Also, make sure to properly show the audience the good things that will happen if they use your product.
Chapter 10:
ReplyDelete1. Structural change can be a more effective and efficient way to alter behavior at the individual level than a focus on changing that individual behavior.
2. The text uses a quote from designer R. Buckminster which perfectly decries the advantages of influencing behavior through design. Buckminster said " I made up my mind…that I would never try to reform man-thats much too difficult. What I would do was to try and modify the environment in such a way as to get man moving in preferred directions." One of the most vivid examples in the text of this environment altering design process was statute which made smoking in bars, restaurants and other public places illegal. If people can smoke in less of the places they frequent they will inherently smoke less. The design of the environment has changes the behavior rather than the appeal to the conscious mind.
Chapter 11:
1. Effective social marketing messages consider common theories of health and behavior and interpretive research into the issue as well as a development in crafting those messages which is inclusive of one or more message concepts.
2.The first line of text in chapter 11 says it all, "Social marketing messages are not just clever slogans but rather well-thought-out communications based on theory and research. To effectively change health and social behaviors, you will need to combine an understanding of behavior change with interpretation of your research results." (pg. 105) One cannot craft an effective social marketing communication without research into the behavior they wish to change and the best way to reach that audience affected by it.
Chapter 12:
1. Much like the crafting of messages identifying appropriate channels is crucial to effective social marketing and requires research into the media habits and behaviors of your target audience.
2. It is important to understand who your target audience is as well as where and when they consume their media. "To identify the best channels to use, find out where target audience members spend their time and get their information" (pg. 125) No matter how well developed the message if its not in a place where the target audience will see it then it is all but useless.
Chapter 13:
1. Producing creative communications is a multi-step process that involves pretesting, the crafting of advertisements and other promotional materials, and ensuring that those messages are resonating with your target audience.
2. The chapter outlines the process of developing the creative communications strategy step by step. it includes the development of communications objectives and noting the possible barriers to those objectives success. The process also includes the development of supportive statements which highlight the issue, a key promise which can act as a call to action, consideration of the overall tone and image of the campaign, what channels the campaign will appear in and other creative considerations.
Section IV
ReplyDeleteChapter 10
In social marketing, the design pattern and process are extremely important to think analyze because it will not only help support your message but reach out more to your target audience.
“In all cases, however, the choice of which way to go must be voluntary. Otherwise, it is no longer a choice but a mandate. Our goal should be to make the choice that is most beneficial to the target audience the one that is easiest or feels most natural.” (98)
“When you think about how to design youre approach to make into account this human struggle between choosing behaviors that make rational sense and doing what comes naturally, there are several points at which you can intervene. Besides communications, the design approach, as described in this chapter, can help you determine how to shape your behavioral product and how to structure the physical or social environment.” (94)
Chapter 11
In social media it is necessary to determine the key issues and social benefits of your message by understanding different theories of behavior and use that with a clear message concept.
“To create messages that produce lasting positive effects on your target audience, you should first understand the theories of how behavior change occurs. Although some programs use theory as a window dressing to show that they were developed “scientifically”, a well-designed program uses theory as the support beam on which everything else is hung.” (105)
“Before you jump into writing a script or designing a billboard, spend some time thinking about the basic elements of your message based on the theoretical constructs you chose. The concept development stage determines what you will say in your communications rather then how you will say it (the execution).” (111)
Chapter 12
Having an appropriate channel, outlet and format for your social marketing message is extremely important when trying to reach and contact your target audience.
“There are a nearly unlimited number of channels that you can use. They key is to carefully select the most effective and efficient methods of reaching each target audience segment.” (125)
“Once you have identified the channels that are most appropriate for the target audience, the next step is to think about the particular outlets you might use. Outlets are the specific television, radio stations, magazines, social networks, websites, and other alternatives within each channel that will promote your message” (129)
Chapter 13
In social media your creative brief will be a short summary of what your message will be in regards to target audience, objectives, media, that will be able to show your creativity while also considering the language barriers amongst the audience in order to form a draft.
“To move from Point A (messages and channels) to Point B (finished communications), we use a strategic though-organizer borrowed from advertising called “creative brief”. This is a short one- to two- page document that lays out key facts and strategic approach to guide the creative development of your communications; it provides the springboard from which great ideas can grow and acts as a check to make sure the creativity doesn’t stray too far from the strategy.” (135)
“Now it is time to put it all together by creating drafts of the materials, including the words you will use and the graphic design or other product formats. These will serve as stand-ins for the finished materials as you present them with the target audience.” (144)
Do the marketing channels end up being similar for every market, and if so does it make it more competitive to get air time?
*Posting on behalf of Eva Wimberley*
ReplyDeleteChapter 10
Humans are influenced by their environments, so by manipulating an environment in a beneficial way, social marketers can influence peoples’ behaviors to their advantage.
-“Besides the product, the environment surrounding an individual affects his or her decisions as well.” By setting up the environment in a certain way, the person is being subconsciously nudged in a certain direction.
- “Persuasive design tactics can also provide cues to action at just the right time, increasing the likelihood that a beneficial behavior will happen.” This quote is important, because even with a suitable environment, if the timing is wrong, you will have a smaller success rate with your audience.
Chapter 11
One must understand the various theories of behavior change and study the research collected about your audience to have an effective social marketing strategy.
- “A solid theory gives shape to the messages, and without it the program might fall flat.” As you can see, employing a particular theory strategically can benefit your program and give it the structure it needs to flourish.
- “Keep in mind that theory is there to make your job easier - it should not make your program so complicated that it's undoable." Be sure not to over-complicate your strategy- use it as a solid foundation; you don’t have to reinvent the wheel.
Chapter 12
Analyze your target audience and use the channels that they’re most likely to take your message in from.
- “Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other. The more times someone is exposed to a message in different ways, the more likely it will stick.” For example, if you’re marketing ideas to young people, it is necessary to be very tech savy with social networking because research shows this is where they spend much of their lives and they will see your message in their various social media accounts like Facebook and Twitter.
-“To identify the best channels to use, find out where target audience members spend their time and get their information. They will not go out of their way to find your message; you must go to them.” This quote is key because if you market ideas on channels that your audience is not taking in, you are wasting your time and your strategy will fail.
Chapter 13
When executing a social marketing advertisement, creating a creative brief allows you to organize everything functionally and making sure the creativity matches with your message.
- “[the creative brief] provides the springboard from which great ideas can grow and acts as a check to make sure the creativity doesn’t stray too far from the strategy.” Not only can the creative brief organize your ideas, but also inspire new ones.
- “There is no such thing as one right answer, so keep looking from different angles until you have several right answers from which to choose.” This quote shows that the creative process is not linear, but rather must be reevaluated and looked at from different perspectives to see which would be most fitting for your audience.
Question: What happens when your target audience is a group that is a particularly hard group to access, or when they are a group who tends to reject mainstream media messages?
Chapter 10: By altering environment, behaviors of a group can be changed to the desired outcome.
ReplyDelete- “Altering the physical and social environment an either make it easier for someone to perform a desired behavior…” (93)
- “people do not always rationally weigh out the costs and benefits of a particular choice as classic economics would have us believe.” (94)
Chapter 11: Social marketing campaigns must understand health and social behaviors in order to create an effective message for the audience.
- “To create messages that produce lasting positive effects on your target audience, you should first understand theories of how behavior change occurs”. (105)
- “Social marketing messages are not just clever slogans but rather well-thought out communications based on theory and research.” (105)
Chapter 12: The channel you use to reach your audience with your social marketing campaign depends on the your target audience.
- “Combining a number of approaches also helps you appeal to people who absorb information in different ways by seeing it, hearing it, experiencing it…” (126)
- “Through the research you conduct with the target audience, you will leanr what channels it pays attention to and trusts” (125)
Chapter 13: Designing a creative brief is an important tool used to add creativity to the communication process.
- “… it provides a springboard from which great ideas can grow and acts as a check to make sure the creativity doesn’t stray too far from the strategy”. (135)
- “You’ll do this by taking into account all the research you have done to understand their lives and mind-sets, in order to craft ads and other promotional elements that speak to them and engage them more deeply” (135)
Question: How do you determine whether or not your campaign has become too creative and has disrupted the message?
Chapter 10-
ReplyDeleteDesigning your campaign to structurally encourage behavior change is a key component, the design must take into account the metal biases that affect behavior change, along with irrational behavior of people.
“Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term.”
“One of the leader in designing social innovations, IDEO, lays out its human-centered design approach as the intersection of desirability, feasibility and viability- all elements that must be present in a product for it to work for a particular audience.”
Chapter 11-
There are six theories of behavior change which are necessary in shaping the direction of your campaign and make behavior change more sustainable.
“A solid theory gives shape to the messages, and without it the program might fall flat.”
“Simplify your message as much as you can; think about how you can trim it down to its core, with nothing extra.”
Chapter 12-
Some options are better than others when choosing channels for social marketing campaigns; afterwards one must consider the outlets, formats and messengers as well.
“Combining a number of approaches also helps you appeal to people who will absorb information in different ways by seeing it, hearing it, experiencing it, or discussing it with other.”
“A key part of channel selection involves considering who will deliver the message. The chosen messenger can have a great impact on whether the message is perceived as credible, important and relevant to the target audience.”
Chapter 13-
Finally all the elements must come together and to produce a polished and complete communications from the previous channels discussed.
“Often the best way in which to get your creative juices flowing is a brainstorming session, either by yourself or with a group of people working on the project.”
“ The language you use in your communications will affect how well the target audience comprehends and processes the ideas.”
(Shelby Mathews)
ReplyDeleteChapter 10:
To get consumers to act on the desired behavior, you need to take into account the cues that will get them to finalize their decision(s).
“Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices will be sustainable for the long term.” –Pg 97
“Many of these design approaches follow common patterns that can be applied to different types of issues. All of them have the effect of making either the desired behavior easier to do or the undesirable action more difficult. In all cases, however, the choice of which way to go must be voluntary.” –Pg 99
Chapter 11:
To develop and deliver an effective message, the consumers’ process of adopting a behavior, especially ones who did not adopt a trend/change, and how and why a trend is adopted needs to be known to keep brand retention.
“For a particular innovation, individuals will fall into one of the following groups based on when they accept the new idea or practice: innovators, early adopters, early majority adopters, late majority adopters, and laggards (see Figure 11.1). Social marketing programs often end up targeting the late majority adopters and laggards—the hardest people to reach and convince to change their behavior—because the people in the earlier groups have already made the change.” Pg 109
“With any given behavior, an individual might stop at a particular stage in the process or even revert to a previous stage. Someone might move back and forth between preparation and action many times over the course of his or her life, particularly for behaviors requiring long-term lifestyle changes such as weight loss and smoking cessation.” Pg 108
Chapter 12:
Finding the best channel to show your message, the outlet to deliver, formats and deciding who the messenger(s) should be will help in making a successful message.
“There are a nearly unlimited number of channels that you can use. The key is to carefully select the most effective and efficient methods of reaching each target audience segment.” Pg 125
“Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other. The more times someone is exposed to a message in different ways, the more likely it will stick.” Pg 126
Section IV
ReplyDeleteChapter 10
1. When social marketers design their products or programs according to their target audience, they can successfully affect their behavior.
2. “ People have predictable mental biases that affect how they perceive situations and make decisions” (p.94)
“Think about different scenarios in which the target audience might perform the desired behavior.” (p.95)
Chapter 11
1. In order to create a lasting message in your target audience, you need to understand how to effect and what effects behavior change.
2. “The most common theories used to explain health and social behavior are the following: health belief model, theory of planned behavior, social cognitive learning theory, and the transtheoretical model.” (p. 105)
“The key concepts in approaches for communicating about your issue are: simple, unexpected, concrete, credible, emotions, and stories.”(p.115)
Chapter 12
1. In order to deliver appropriate messages to your target audience, you must figure out the correct channel, or medium, to do so.
2. “The key is to carefully select the most effective and efficient methods of reaching each target audience segment.”
“Outlets are the specific television or radio stations, magazines, social networks, websites, and other alternatives within each channel that will promote your message.” (p.129)
Chapter 13
1. Once the messages are created, social marketers need to develop the element of a creative strategy that will run on the selected channels.
2. “Getting the “what to say” right at this stage is more important than the “how to say it.” (p.135)
“To be most effective your communication should have the following characteristics: it must be relevant and meaningful to the target audience, it must be original stating the message in a new way, and it must break through the clutter and be noticed.” (p.140)
• Chapter 10
ReplyDeleteMain Point: Designing a mentality or lifestyle is what really attracts people to the message a campaign is trying to advertise. You could have cultivated a great amount of intormation along with other resources but if they have not created an appealing “front” in other words one that can persuade and really influence, then there is not much of a chance of success.
Quote 1: The behavior (or tangible item) you choose to promote as your main product will depend on what your audience finds acceptable and doable, and if they believe it will be efficient in preventing or reducing the problem.
Quote 2: Use social proof to help people think that others like themselves are doing the behavior. When something is perceived as being popular, people are more likely to do it.
• Chapter 11:
Main Point: Designing a behavior is a very tough thing to gauge because it’s very unpredictable and you can never know how people will react or change to what’s being presented. A great way to gauge someone to shift toward campaign’s desired behavior is through his or her peers.
Quote 1: If someone has not previously performed the behavior, then these beliefs generally derive from observation of what happens when others do so. When people similar to the individual perform the behavior and are rewarded for doing so, the individual will be more inclined to follow the role models examples.
Quote 2: With any given behavior, an individual might stop at a particular stage in the process or even revert to a previous stage. Someone might move band forth between preparation and action many times over the course of his or her life, particularly long-term lifestyle changes such as weight loss and smoking cessation. Using the stage model, you can segment your audience by stages and address the segment(s) that most of the target audience falls into or target each segment sequentially over different phases of campaign.
• Chapter 12:
Main Point: Outlets for relaying messages for campaigns are virtually infinite these days. And it’s a matter of really deciding the type of platform(s) that fits best with what they are trying to get across.
Quote 1: Combining a number of approaches also helps you appeal to people who absorb information in different by seeing it, hearing it, experiencing it, or discussing it with others. Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other.
Quote 2: A key part of channel selection involves considering who will deliver the message. The chosen messenger can have a great impact on whether the message is perceived as credible, important, and relevant to the target audience.
• Chapter 13:
ReplyDeleteMain Point: Channeling creativity into productivity is a lengthy but very necessary part of a campaign. There are so many ways to spin a campaign in the sense of creativity. There are many things to put into consideration such as images, language content, and emotion.
Quote 1: Often, the best way in which to get your creative juices flowing is a brainstorming session, either by yourself, or with a group of people working on the project. If in a group, you might want to also include people such as your receptionist, interns, and the human resources director—anyone who has a creative spirit or is willing and able to come.
Quote:
• Chapter 14:
Main Point: As a national campaign they are expected to be national if not international entities. With that being said everything must be perfect or very close to it. There is nothing wrong with concentration groups; interviews among other things are great ways to see how people react to a campaign before releasing the message to the world.
Quote 1: The benefits of pretesting are well worth the slight delay in implementing your campaign; it is better to have excellent materials later than to provide mediocre materials immediately. If these are materials you will be using for years to come, then a difference of a few weeks in these are materials you will be using for years to come then a difference of a few weeks in development will not mean much in the long term.
Quote 2: By now, it should be ingrained that the program development revolves around the target audience members. Do not, however, let them dictate every change that to be made in your materials, their word is important, but it is not gospel. Some of the suggestions your receive might be good but do not fit your campaign strategy, some might be unfeasible given your budget, and might just be plain bad advice.
Section 4
ReplyDelete10. A. Structural influences and immediate environment along with media messages and calls-to-action, are important to changing an individual’s behavior.
B. “If you can identify ways to create structural change, you may not need to focus on changing behavior one person at a time- usually a more difficult proposition.”
“Creating a situation that both encourages and supports individual behavior changes increases the likelihood that those positive choices be sustainable for the long term.”
C. How does one convince the general public that removing structural barriers will result in positive change? Isn’t the decision to forgo creating social media messages in favor or restructuring societal barriers, just passing the responsibility from changing the individual’s mind to changing to system’s mind?
11. A. Effectively delivered messages play not only on factors within the individual, but also of the environment.
B. “To effectively change health and social behaviors, you will need to combine an understanding of behavior change with interpretation of your research results.”
“To achieve behavior change, the target audience must possess the following traits: believe that it is at risk for the problem and that the consequences are severe; believe that the proposed behavior; believe that the advantages of performing the behavior) outweigh the disadvantages; possess the skills to perform the behavior; believe that it can perform the behavior (self-efficacy); believe that the performance of the behavior is consistent with its self-image; perceive greater social pressure to perform the behavior than to not perform it.”
C. How does one know when appealing to emotions/fear/connectedness is appropriate?
12. A. Choosing the appropriate communication channels for your message is essential in reaching an optimal amount of recipients.
B. “There are a nearly unlimited number of channels that you can use. The key is to carefully select the most effective and efficient methods of reaching each target audience segment.”
“Each channel has its own strengths and weaknesses, and the trick is to use several methods that complement each other.”
C. The chapter seems to suggest that there will always be a neglected segment of the target population due to communication barriers. Is this true?
13. A. The conclusion to the communication process involves, creating, evaluating and ensuring receipt of your messages, which were informed by extensive research of the target audience.
B. “Your job in this step is to make sure that the communication is not just happening from your end but that your messages are heard by and resonate with your target audience.”
“Objectives must be very clearly aligned with the overall goal and objectives for your social marketing program and will likely include knowledge, attitude and behavioral changes.”
C. Is success measured by the amount of behavioral change or by the number of those who received the message?
Ch. 10 "The behavior (or tangible item) you choose to promote as your main product will depend on what your audience finds acceptable and doable, and if they believe it will be efficacious in preventing or reducing the problem."
ReplyDeleteQuote 1: Think about different scenarios in which the target audience might perform the desired behavior. Identify the points along the way at which individuals could choose the competition instead. If, for example, you are promoting the reduction of house-hold solid waste, then the action you advocate will be different based on the stage in the purchase and disposal process you target.
Quote 2: One possibility would be to urge the consumer to buy products that come in recyclable containers (vs. nonrecyclable containers). Another approach would be to focus on the repurchase point and promote buying refills for old containers that use minimal packaging materials (vs. a new container).
Ch. 11 " On the surface, behavior change appears to be a single step occurance; either someone engages in a behavior or not, but a major change in a person's lifestyle, such as quitting smoking or starting a compost pile, involves a complex thought process."
Quote 1: As an example, let us get into the head of Julia, a 21 year old woman in the target audience of a skin cancer prevention campaign. She is blond with pale skin and loves to lie in the sun at the beach. When she remembers to do so, she puts on sunscreen of SPF 8 so that she doesn't burn to badly (she says higher SPF's are too "goopy") but longs for a deep tan like that of her friend, Eileen.
Quote 2: Using the Health Belief Model, behavior change messages would include several elements. The campaign would need to convince Julia that she is at high risk for developing skin cancer because of her skin type and sun-related behaviors. She must realize that some types of skin cancer, particularly melanoma, often are deadly and can develop at a young age.
Ch. 12 "The term channel refers to the medium that delivers your programs messages"
Quote 1: Effective means that the way in which you convey the message attracts attention and inspires behavior change. Efficient means that you reach the most target audience members per dollar expanded.
Quote 2: To identify the best channels to use, find out where the target audience members spend their time and get their information.
Ch. 13 "Your job in this step is to maker sure that the communication is not just happening from your end but that your messages are hard by and resonate with your target audience"
Quote 1: The creative brief consists of the answers to a series of questions that briefly summarize the results of your research and strategic decisions. The resulting strategy document will guide the development of your communications, whether advertisements, websites, workshops or social media outreach.
Quote 2: Be as specific as possible about who the communications will be designed to reach. Lay out the segmentation criteria you selected, along with your formative research, to a portrait of your target audience members. Construct an identity for them by thinking about who a typical audience member might be-his or her name, information about job and family, current behavior, and feelings about adopting a different behavior. Create as rich a description of this person as you can so that he or she will feel real to you as you develop your campaign.
Section 4
ReplyDeleteCh 10
Social marketers need to take consideration of people’s social biases when coming up with an effective marketing campaign.
-People have predictable mental biases that affect how they perceive situations and make decisions. Many biases can be address through the way you craft and present your message. When considering a design approach, this can help shape a behavioral product and help structure the physical or social environment. (p94)
Ch 11
Because social marketing messages are suppose to be well thought out communications based on theory and research, in order to create an effective marketing program, you must combine an understanding of behavior change along with the interpretation of your research results.
-To create messages that produce lasting positive effects on your target audience, you should first understand theories of how behavior change occurs. On the surface behavior change appears to be a single-step occurrence, but a major change involves a complex thought process. There are 6 different theories that can help when thinking about changing complex social behaviors. (p 105)
Ch 12
There are many channels that you can use to help get your message out, but it’s important to pick the right channel to get the desired effect.
-There are unlimited channels to use, but the key is to carefully select the most effective and efficient methods of reaching each target audience segment. Effective means that the way in which you convey the message attracts attention and inspires behavior change, and efficient means that you reach the most target audience members per $ spent. (p125)
Ch 13
If the messages you create are creative, it may mean that people in your target audience will be more likely to view your message and act on it. A creative brief is how you will plan your attack.
- A creative brief is a document that lays out the key facts and strategic approach to guide the creative development of your communications; it provides the springboard from which great ideas can grow and acts as a check to make sure the creativity doesn’t stray too far from the strategy. The resulting strategy will guide the development of your communications.