Hands-On Social Marketing: A Step-by-Step Guide / Edition 1

Hands-On Social Marketing: A Step-by-Step Guide / Edition 1

by Nedra Kline Weinreich
     
 

ISBN-10: 0761908676

ISBN-13: 9780761908678

Pub. Date: 01/01/1999

Publisher: SAGE Publications

This book demystifies the process of developing and implementing a social marketing campaign. The author translates the concepts of marketing into a clear, step-by-step process that almost anyone can follow. It will be indispensable to practitioners in the fields of public health, social services, and health care communications.

Overview

This book demystifies the process of developing and implementing a social marketing campaign. The author translates the concepts of marketing into a clear, step-by-step process that almost anyone can follow. It will be indispensable to practitioners in the fields of public health, social services, and health care communications.

Product Details

ISBN-13:
9780761908678
Publisher:
SAGE Publications
Publication date:
01/01/1999
Edition description:
New Edition
Pages:
272
Product dimensions:
8.50(w) x 11.00(h) x (d)

Table of Contents

PART ONE: WHAT IS SOCIAL MARKETING?
Social Marketing Basics
Not Just Business as Usual
The Social Marketing Mix
The Social Marketing Process
PART TWO: STEP ONE: PLANNING
Formative Research in Social Marketing
Analysis
Segmenting the Target Audience
Strategy Development
PART THREE: STEP TWO: MESSAGE AND MATERIALS DEVELOPMENT
Identifying Appropriate Channels
Developing Effective Messages
Producing Creative Executions
PART FOUR: STEP THREE: PRETESTING
Pretesting Principles
Conducting the Pretest
Using the Pretesting Results
PART FIVE: STEP FOUR: IMPLEMENTATION
Developing an Implementation Plan
Planning and Buying Media
Generating Publicity
Monitoring Implementation
PART SIX: STEP FIVE: EVALUATION AND FEEDBACK
Evaluation Basics
Evaluation Design
Evaluation Methods
Using Feedback to Improve Your Program

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