Chapters 1-6 Flashcards
How does branding help public health organizations?
Branding allows an organization to build a relationship with its audiences by conveying a consistent identity through characters and stories. Identifying messages as being from a particular organization enables the audience to remember a particular campaign and its message which creates more effective communication and differentiates them from competitors.
How can marketers manipulate “place” to increase childhood vaccine rates?
Marketers can work to increase childhood vaccine rates by making it more available to the consumer or audience–the parent(s) of the child. Through distribution channels, a marketer can lower an audience’s barriers related to accessibility, cost of services, staff behavior, waiting times, cleanliness, and provisions for childcare or activities for other children while they wait.
What is the purpose of the communication strategy?
The communication strategy helps managers frame and deliver promotional messages by describing the action, benefit of the action, and support for the benefit. It also identifies the tone the communication should use as well as the channels through which the target audiences can be reached.
Why is partnering with organizations that share goals important?
Partnering with organizations that share the same goals is important because having separate programs for the same idea can jeopardize the success of an intended behavior change by confusing or making the public uncertain as to the action they should take. Partnering allows for a strong and clear message to be projected, thus creating more of a positive outcome.
What are two examples of promotional activities?
Two examples of promotional activities are community events such as health fairs and having physicians or nurses “talk up” a particular behavior.
Provide an example of an upstream approach that marketers could take to increase seatbelt usage
“Upstream” approaches seek to make changes that improve the environment in which the behavior takes place. As people driving cars would be the primary audience, policy changes have the potential to affect large populations, through regulation (seat belt laws) and car insurance companies could market and implement an incentive for seatbelt use and safe driving.
What are two non-financial costs might be barriers to social change?
Psychological and cultural barriers
How could marketers convince an audience to support funding for after-school program services that they do not use?
Marketers could promote the benefit that is promised of the program and identify how it will be supported, reduce barriers to access such as run a late bus route for children who attend, and partner with a credible organization to complement the program to show efficacy while making it desirable.
