This book shows students and practitioners how to develop social marketing programs through a simple, six-step process of strategic planning and design. Nedra Kline Weinreich starts by introducing the concept of social marketing and then walks the reader through each of the six steps of the process: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback.
The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.
|Edition description:||Second Edition|
|Product dimensions:||8.40(w) x 10.90(h) x 0.70(d)|
About 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: firstname.lastname@example.orgWeb: www.social-marketing.comSpare Change Blog: www.social-marketing.com/blog/Twitter: www.twitter.com/Nedra
Table of Contents
ForewordPrefaceAcknowledgmentsSection I. What Is Social Marketing?Chapter 1 – Social Marketing BasicsChapter 2 – Not Just Business as UsualChapter 3 – The Social Marketing MixChapter 4 – The Social Marketing ProcessSection II. Step 1: AnalysisChapter 5 – Research in the Social Marketing ProcessChapter 6 – AnalysisChapter 7 – Conducting Formative ResearchSection III. Step 2: Strategy DevelopmentChapter 8 – Segmenting the Target AudienceChapter 9 – Building the Social Marketing StrategySection IV. Step 3: Program and Communication DesignChapter 10 – Influencing Behavior by DesignChapter 11 – Developing Effective MessagesChapter 12 – Identifying Appropriate ChannelsChapter 13 – Producing Creative CommunicationsSection V. Step 4: PretestingChapter 14 – Pretesting PrinciplesChapter 15 – Conducting the PretestChapter 16 – Using the Pretesting ResultsSection VI. Step 5: ImplementationChapter 17 – Developing an Implementation PlanChapter 18 – Planning and Buying Traditional MediaChapter 19 – Engaging in Social MediaChapter 20 – Generating PublicityChapter 21 – Monitoring ImplementationSection VII. Step 6: Evaluation and FeedbackChapter 22 – Evaluation BasicsChapter 23 – Evaluation DesignChapter 24 – Evaluation MethodsChapter 25 – Using Feedback to Improve Your ProgramAppendix A: Social Marketing Resource ListAppendix B: Sample Knowledge, Attitudes, and Behaviors SurveyAppendix C: Sample Focus Group Recruitment QuestionnaireAppendix D: Sample Focus Group Topic GuideAppendix E: Readability Testing FormulaIndexAbout the Author