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This book turns social marketing into a step-by-step process so that anyone can plan and execute an effective social marketing campaign. Actual cases and research efforts richly support each of the eight steps in the process. Included in the text are more than 25 in-depth cases, about 100 examples of social marketing campaigns, and ten research highlights to represent the scope of research methodologies. The appendix includes worksheets for each step to complete a marketing plan for students and practitioners.
The methodologies in this text have been classroom tested and refined by students who prepared marketing campaigns using this eight step planning process.
Foreword - Alan R. Andreason
PART I: UNDERSTANDING SOCIAL MARKETING
Chapter 1. Defining Social Marketing
The 21st Century
What Is Social Marketing?
Where Did the Concept Originate?
How Does Social Marketing Differ From Commercial Sector Marketing?
When is Social Marketing Used, and for What Purpose?
What Social Issues Can Benefit From Social Marketing?
What Are Other Ways to Influence Public Behavior?
How Does Social Marketing Relate to Other Approaches?
Chapter 2. Outlining the Strategic Planning Process
Marketing Highlight: Lowering Blood Pressure
What Are the Steps in the Social Marketing Planning Process?
Why Is a Systematic Planning Process Important?
Where Does Marketing Research Fit Into the Planning Process?
Chapter 3. Discovering Keys to Success
Marketing Highlight: Tobacco Prevention
What Is a Successful Campaign?
What Are the Key Elements of Successful Campaigns
PART II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT
Chapter 4. Determining Research Needs and Resources
Marketing Highlight: Blood Donation
When Is Research Used in the Planning Process?
What Major Types of Research Are Used?
What Steps Are Included in Designing a Research Project?
Research Highlight: Quantitative and Qualitative Research for Breast Cancer Screening
Chapter 5. Mapping the Internal and External Environment
Marketing Highlight: Tobacco Industry Response
Choose a Campaign Focus
Identify a Campaign Purpose
Conduct a SWOT Analysis
Research Highlight: Personal Interviews for Caring Adult Relationships With Youth
PART III: ESTABLISHING TARGET AUDIENCES, OBJECTIVES, GOALS
Chapter 6. Selecting Target Audiences
Marketing Highlight: Physical Activity
What Steps Are Involved in Target Marketing?
What Variables Are Used to Segment Markets?
What Criteria Are Used for Evaluating Segments?
How Are Target Markets Selected?
What Approach Should Be Chosen?
Research Highlight: Self-Administered Survey for Psychographic Segmentation
Chapter 7. Setting Objectives and Goals
Marketing Highlight: Water Conservation
Knowledge and Belief Objectives
The Nature of Social Marketing Goals
Goals And Objectives at the Draft Stage
The Role of Objectives and Goals in Campaign Evaluation
Research Highlight: Secondary Data for Program Goal Setting
Chapter 8. Deepening Our Understanding of Target Audiences and the Competition
Marketing Highlight: Drinking and Driving
What More Do We Need to Know About Our Target Audience?
What Models Might Be Used to Explore Our Audience Perspectives Further?
Who Is the Competition in a Social Marketing Environment?
What Are Four Key Tactics to Create Competitive Advantages?
Why Is it Necessary to Review and Potentially Revise Target Markets, Objectives, and Goals After This Step?
Research Highlight: Formative and Evaluation Research for Worksite Nutrition and Physical Activity Programs
PART IV: DEVELOPING SOCIAL MARKETING STRATEGIES
Chapter 9. Product: Designing the Market Offering
Marketing Highlight: Women & Infant Children Programs (WIC)
What Is the Product in a Social Marketing Effort?
What Are Three Levels of the Product?
What Decisions Will Need to Be Made at Each Level?
How Are These Decisions Made and How Do They Effect the Product's Positioning?
Research Highlight: Focus Groups for Increased Condom Use
Chapter 10. Price: Managing Costs of Behavior Change
Marketing Highlight: Litter Prevention
What Is the Price of a Social Marketing Product?
What Are Major Categories and Types of Costs?
What Are Major Strategies for Managing Costs?
What Pricing Relating Tactics Are Used to Manage Costs and Balance the Scale?
Considerations When Setting Prices for Tangible Objects and Services
Research Highlight: Informal Interviews for Teen Sexual Abstinence
Chapter 11. Place: Making the Social Marketing Product Available
Marketing Highlight: Safe Gun Storage
What Is Place in a Social Marketing Environment?
What Is the Objective When Developing a Place Strategy?
How Do We Make Access to the Social Marketing Product More Convenient?
What Are Guidelines for Managing More Formal Distribution Channels?
Research Highlight: Observation Research for Needle Exchange Programs
Chapter 12. Promotion: Creating Messages
Marketing Highlight: Sexual Assault Prevention
Message Strategy: What Do We Want to Say?
Message Execution Strategy: How Do We Want to Say It?
Principles and Theories for Decision Making: Designing Messages and Choosing an Executional Strategy
Research Highlight: Telephone Survey for Prevention of Sudden Infant Death Syndrome (SIDS)
Chapter 13. Promotion: Choosing Communications Channels
Marketing Highlight: AIDS Prevention
What Are Major Media Channels to Consider?
Choosing Specific Media Vehicles
What Timing Decisions Need to Be Made?
What Factors Influence Media Strategies?
What Principles Can Guide Decision Making?
Research Highlight: Clinical Trial for Skin Cancer Detection
PART V: MANAGING SOCIAL MARKETING PROGRAMS
Chapter 14. Developing an A Plan for Evaluation and Monitoring
Marketing Highlight: Teen Nutrition
What Will Be Measured?
How Will It Be Measured?
When Will It Be Measured?
Additional Considerations and Concerns
Research Highlight: Evaluation Planning for Teen Nutrition Program
Chapter 15. Establishing Budgets and Finding Funding Sources
Marketing Highlight: Suicide Prevention
Finding Funding Sources
Appealing to Funders
Implications to the Draft Plan
Research Highlight: Baseline and Tracking Survey for Drowning Prevention
Chapter 16. Completing an Implementation Plan and Sustaining Behavior
Marketing Highlight: Water Quality
Chapter 17. Making Ethical Decisions
Marketing Highlight: Animal Rights
Ethical Considerations: At Every Decision Point
American Marketing Association Code of Ethics
About the Authors