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

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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.
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Editorial Reviews

Karen Bernstein

"Hands-On Social Marketing demystifies the process of developing and implementing a social marketing campaign. Nedra Kline Weinreich translates the concepts of social marketing into a clear, step-by-step process that almost anyone can follow."

Karen Bernstein
"Hands-On Social Marketing demystifies the process of developing and implementing a social marketing campaign. Nedra Kline Weinreich translates the concepts of social marketing into a clear, step-by-step process that almost anyone can follow."
Booknews
After distinguishing social from commercial marketing by its altruistic social aims, the president of a San Francisco social marketing firm provides 15 worksheets and details on five steps to "not just business as usual": planning, message and materials development, implementation, and evaluation and feedback. Appends resources; a sample knowledge, attitudes, and behaviors survey; focus group recruitment questionnaire and topic guide; and a readability testing formula. Several references are interspersed in the text. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780761908678
  • Publisher: SAGE Publications
  • Publication date: 1/1/1999
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 272
  • Product dimensions: 0.58 (w) x 8.25 (h) x 11.00 (d)

Meet the Author

Nedra Kline Weinreich is President of Weinreich Communications, a consulting firm that works with nonprofits and government agencies to help them bring about health and social change. Since 1992, she has developed social marketing and social media programs for clients such as the U.S. Centers for Disease Control and Prevention, U.S. Substance Abuse and Mental Health Services Administration, National Institute for Child Health and Human Development, National Minority AIDS Council, Population Services International, Loyola University of Chicago and many others. Prior to her work with Weinreich Communications, Nedra designed health education and communication programs for public and private organizations. She earned her master’s degree in health and social behavior from the Harvard School of Public Health and teaches a course on social marketing at the UCLA School of Public Health. She offers in-person and online trainings via her Social Marketing University program, as well as customized workshops. Nedra lives in Los Angeles, California, with her husband Gil and children Ariel and Leora.

Nedra would love to hear from you with your thoughts about the book. You can reach her at:
Email: weinreich@social-marketing.com
Web: www.social-marketing.com
Spare Change Blog: www.social-marketing.com/blog/
Twitter: www.twitter.com/Nedra

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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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