HPSM-Social Marketing And Introduction

Question 1

Explain social marketing
State what the marketing mix uses or comprises of

Answer 1

What is S ?
• Social Marketing is a set of evidence and experience-based concepts and principles drawn from the field of marketing that provide a systematic approach to influence behaviours that benefit individuals and communities for the greater social good (see Figure 1).
• Like commercial marketing it is a fusion of science, practical ‘know how’ and reflective practice focused on continuously improving the effectiveness and efficiency of programmes
• ‘Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good’

Marketing mix
The marketing mix uses the 4Ps & 7Ps
• Place
• Promotion
• Product
• Price
• People
• Physical evidence
• Process
The last three are done unconsciously and the first four are more common and are intangibles

Question 2

Explain what the 4Ps in marketing mix mean in social media

Answer 2

what the marketing mix mean in social marketing
• Products may be tangible (vaccinations, condoms, fruit, nicotine patches) or intangible (ideas, values, services).
• Price represents the cost of adopting that behaviour/change. These may be monetary, (the cost of buying a vaccine), or psychological and emotional (anxiety related to vaccine safety concerns), social (the cost of looking different in one’s peer group), practical (visiting the hospital), temporal (the need to take time off work), physical (pain of injection), and so on. Price example: the cost of stopping alcohol consumption
• Place refers to the channels used to promote and support that behaviour/change. It might include distribution channels (sending reminders with SMS messages) and settings (bringing interventions to the consumer, into workplaces, schools, day care centres rather than expecting parents to bring their children to GP surgeries).
• Promotion refers to the means, tools and channels used to communicate the benefits of the change, e.g. advertising, PR, media advocacy, information materials, word of mouth, direct mail etc

Question 3

What are the stages in adopting new behaviour

Answer 3

Changing behaviour
Developing new behaviour
Modifying behavior
Sustaining behaviour

Question 4

Social marketing approaches have been used for many years in designing, implementing and evaluating public health initiatives in the fight against what diseases?
Social marketing approaches add value to public health programs how?
Many programs are constructed by which people in an attempt to do what?
What influences this approach?
What is the use of social marketing approaches?
How is it done?

Answer 4

Making the case for Social Marketing
Social marketing approaches have been used for many years in designing, implementing and evaluating public health initiatives in the fight against:
• HIVAIDS,
• malaria,
• influenza,
•diarrhealdiseasesandmanyotherformsofcommunicabledisease
It has also been effectively used to tackle noncommunicable disease challenges such as smoking and other social challenges such as environmental issues, safety and crime.

• Socialmarketingapproachesaddvaluetopublichealthprogrammesbyprovidingsystematicwaysof actively engaging with end-users and a focus on behaviour change, relationship building,
• measureableobjectives
• and integration of many intervention methods.

End-user driven
Many programmes are constructed by experts and policy planners who attempt to drive the behaviour changes they desire down through populations.
This approach is influenced by political as well as by professional assessments of risk and solutions, but does not always include citizen/patient/consumer insight research.

Social marketing approaches can be used to help engage end-users in the development, implementation and evaluation of policies and programmes.
This is done by integrating insights from individuals, those that influence them (influencers) and other concerned people (stakeholders) into planning and implementation processes.
This is further informed by social marketing research, evidence-based practice and the use of social-behavioural theories.

Question 5

What kind of programs are short term?
What do those programs focus their evaluation on?
What is the importance of applying social marketing in these kind of programs?
What is social marketing built on ?
What does social marketing recognize and seek to understand?
Give an example of this (naming the external things that influence behavioural impacts

Answer 5

A focus on longer term behaviour change and relationship building
• Many public health programmes are short term and focus their evaluation on process or outputs (e.g. number of vaccine information leaflets distributed) rather than changes in population behaviour (e.g. vaccination uptake).
• Applying social marketing approaches can help programmes enhance their focus on behavioural change outcomes.
• Social marketing is built on the understanding that behaviour change is a process not just an event and often requires sustained interventions over time.
• Social marketing also acknowledges that significant benefits can be gained in building long-term relationships, particularly when addressing issues like vaccination where trust has been shown to be a key element of compliance.

Social marketing recognises that what people know, and even people’s attitudes, do not always impact on their actual behaviour.
• It seeks to understand people’s motivations and needs as well as gain a better understanding of how the environments in which their actions take place influence behaviours.
• Social marketing, for example, looks at the behavioural impacts of various external influencers; such as, time constraints, convenience factors, social consequences, and competing behaviours (see Figure 2).
Information knowledge(know) ,attitudes values and beliefs(value),actions and behaviour -time /cost -effort/convenience-social consequences-competing behaviours(do)

Question 6

What kind of objectives does social marketing develop and what do these objectives aid in?
Social marketing is also concerned with what?
What are the uses of intelligence gathered through the use of social marketing approaches ?

Answer 6

Transparent and measureable objectives
• Social marketing identifies ways to develop transparent and measurable objectives that can aid evaluation and learning about what works and what does not.
• Social marketing is also concerned with the efficiency of behavioural change programmes as well as their efficacy.
• Intelligence gathered through the use of social marketing approaches can help inform managers and practitioners on the best way to spend budgets to realise the most impact for the smallest investment, what programmes to continue and expand and what programs to reduce or cut

Question 7

Social marketing can help programs identify and encompass what?(under full intervention mix which is under making a case for social marketing)

Answer 7

A full intervention mix
• There are a limited number of programmes that utilise and coordinate a full intervention mix of education, support services, (re)design (i.e. changing system and environmental factors which promote or inhibit uptake of vaccination), regulation and control measures.
• Social marketing can help programmes identify and encompass a broader range of evidence-based and insight-driven interventions that have been shown to influence behaviour change among: individuals, organisations, social networks and social norms, communities, businesses, markets, and public poli

Question 8

What is social marketing not?

Answer 8

What social marketing is not
• Social marketing is often confused with social advertising, social media marketing and social network marketing.
• These types of interventions have value as intervention tactics but are not what social marketing is about.
• Social marketing seeks to move beyond just informing, increasing knowledge and understanding or seeking to influence people’s attitudes or beliefs.
• All of these goals are important but social marketing interventions are designed to influence behaviour of individuals and communities for a greater social good.

Question 9

State the key social marketing concepts and principles
What is a visual way to highlight the key features of social marketing?
Who is in the center of this process and approach?
Why are these concepts necessary?

Answer 9

The key social marketing concepts and principles
• The social marketing ‘customer/citizen triangle’ is a visual way to highlight the key features of social marketing.
Six key concepts are emphasised:
• Insight,(Insight shows you why the citizen behaves the way they do so in the triangle it’s citizen-insight-behaviour)
• Exchange,(citizen-exchange-method mix)
• Competition,(citizen-competition-audience segmentation)
• Audience Segmentation,
• Behaviour and
• Method Mix.

• The citizen/customer/patient is in the centre of the process and approach.
• These social marketing concepts are the necessary ingredients for successful social programmes that seek to influence behaviour and gain popular public support

Question 10

Explain the key social marketing concepts and principles(insight,competition)

Answer 10

Key concept 1: Insight
• Insights are ‘deep truths’ and understanding about why people act as they do.
• Insights are developed from formative research, observational data, demographic data, service use data, problem or issue tracking data, and in the case of communicable disease programmes, epidemiological data.
• Social marketing is based on the development of deep insights into people’s lives, with a focus on what will or will not motivate or enable people to change behaviour, develop a new one, modify and/or sustain it in any given situation.
• Social marketing is focused on identifying and developing actionable insights that can be used to select and develop interventions that will influence behaviour.
• These insight-informed interventions are subsequently tested through pilots and refined or rejected according to their utility.
Research gives insight

Key concept 3: Competition
• Competitive factors are those that get in the way of positive behaviours; e.g. like not using condoms for HIV prevention because they are perceived as ‘unmanly’, thought to reduce pleasure and/or not affordable or easily available.
• Competition analysis examines both internal and external competitive factors as well as barriers and enablers that impact on behaviour.
• Internal competition includes psychological factors, pleasure, desire, and risktaking
• External competition includes wider influences and influencers on behaviour, promoting
and reinforcing alternative or negative behaviours.
• Social marketing seeks to remove or reduce competitive barriers; e.g. by providing vaccination services in evening hours or at day care facilities within work places which can reduce the need for parents to take time off work to get their children immunised.

Question 11

Explain the key social marketing concepts and principles(Audience segmentation and behavior)

Answer 11

Key concept 5: Audience segmentation
• Segmentationisthedivisionofanaudienceweintendtoaddressintogroupswhosharesimilar beliefs, attitudes and behavioural patterns.
• This approach goes beyond the demographic, epidemiological and service uptake databased collection and aims to include data about people’s beliefs, attitudes, understanding and observed behaviours.
• Target audiences are segmented using these data sets. Interventions are directly tailored to a specific audience segment rather than being addressed to a broader general audience with the hope that those that need the intervention will be reached (the so-called ‘spray and pray approaches’).
• Inthiswaywecandevelopinterventionsaimedatspecificsub-groupsandspecificbehaviours.
• Audience segmentation also strengthens traditional public health targeting with other data focusing on ‘why people act as they do’ and observing their actual behaviour.

Behaviour-
Promote or increase incentives and rewards
Remove and reduce barriers and blocks to get the desired behavior

Promote or increase barriers and blocks
Remove and reduce incentives and rewards to get the problematic behavior

Question 12

Explain the key social marketing concepts and principles(exchange and state and define the forms of intervention in exchange)

How to identify short term benefits(we need to turn longer term benefits into more immediate benefits this reduces short term costs

Answer 12

Key concept 2: Exchange
• The concept of exchange as well as that of value creation is a central concept in social marketing.
• Exchange is based on observations that we tend to change our behaviour when we perceive that it is in our interest to do so, either through rational choice or through a more subconscious process.
• Things and actions that make us feel better, safer, or more respected tend to be valued and have an impact on our behaviour.
• If we want to influence behaviour we need to understand what people value. We can then use this information to develop interventions, systems, products or services that people will want to engage with or use.
• A key task in social marketing is to develop an ‘exchange proposition’ that sets out what people have to do and/or the cost of this action in order to get the value that they want.

Key concept 2: Exchange 2
• Forms of intervention include:
• Hug: high cognitive engagement with a positive reward
• Nudge: low cognitive engagement with a positive reward
• Shove: low cognitive engagement with a penalty
• Smack: high cognitive engagement with a penalty

Example of exchange: you exchange heavy salt intake for a healthy lifestyle or for an HPT disease

Question 13

Explain the key social marketing concepts and principles(method mix,define the forms of intervention in method mix)

Answer 13

Key concept 6: Method mix
• A social marketing programme will normally consist of a mix of interventions, some appealing to logic and others focused on emotions and mindless choosing.
• To select the optimal mix of interventions it is important to rely on research evidence and data collection, e.g. end-user insights.
• The selection of the types of intervention and the weight given to them is driven by judgments based on data, evidence, acceptability and ability to implement and sustain these interventions.
Method mix shows you how you can promote stuff or avenues you can use to promote stuff
• Five types of interventions have been identified. Figure 7 identifies a variety of actions that could be associated with each type of intervention.
Control-rules,control,regulate,restrict,police,legislative,enforce
Inform-communicate,trigger,prompt,awareness,explain
Design-
design of or change in physical product ,technology,process,organizational system
Educate-engage,skill development,motivate,encourage
Support-social networking,service provision,social mobilization,practically assist

Question 14

When should social marketing be used(state seven)

Answer 14

When should social marketing be used?
The following ethical code can help when making decisions about when to use social marketing:
• evaluate the ethicality of a policy before agreeing to develop a strategy
• work to ensure that any intervention will do more good than harm and that all potential harms are minimised and transparently explained
• select tactics that are sensitive, effective and efficient and produce the greatest return on social investment

• determine that the intervention gives assistance when and where it is needed
• evaluate and publish a report on outcomes of all interventions
• ensure that the autonomy of target audiences is recognised and respected
• ensure that all parties are treated equally and fairly
• ensure that the rights of all stakeholders are understood.

Question 15

In social marketing in health,research must be done to inform health education
Applying marketing to health
Social marketing is a continuous process not an event
True or false

Health promotion and public health is more about preventive care not curative care
Economic situation in a country affects health promotion

I’ll health is negative and health is positive
Revise notes on primary health care and Alma ATA conference

Indicators used to determine if a country is developing or developed
Quality of life-doing things to live life to the fullest ,living a healthy life
Preventive care reduces pressure on services

If you want to educate people on health it has to be evidence based in a sense that you don’t go and educate people in a village on COVID when they have not recorded a single case of COVID but in other areas there are serious cases of COVID and that’s where you educate

Answer 15

Under five mortality indicators
Maternal
Mortality and morbidity
Under 5 mortality
Percentage of literacy
School drop outs

Question 16

What is the medical definition of health and the WHO definition of health
What is health promotion

Answer 16

The Medical Definition
•The normal physical state, i.e., the state of being whole and free from physical and mental disease or pain, so that the parts of the body can carry on their proper function.

The World Health Organization
• Health is a state of complete physical, mental, and social well-being and not merely the absence of disease and infirmity.
• Health is a positive concept emphasizing personal resources, as well as physical capacities

Definition of Health Promotion
• It is any planned combination of health, educational, economic, political, spiritual and organizational initiative for actions to bring about positive, behavioral, social or environmental change conducive to improving the health of individuals, groups, or communities.
• Process of enabling people to increase control over and improve their health (WHO 1948)

Question 17

Explain the history of HPSM

Answer 17

History of Health Promotion
 1948: WHO established
 Health is a complete state of…..
 Governments have a responsibility …….adequate health and social measures.
 1978: Alma-Ata Conference
 1981: Global Strategy for Health for All by 2000  International Conferences on health promotion

Question 18

State four reasons we need HPSM

Answer 18

Why we need Health Promotion
• Promotes quality of life
• Reduce inequalities in health
• Reduces pressure on services
• “Adds life to year, Adds year to life”.
• “Health promotion is concerned with making healthier choices, easier choices”.
• It is cost effective and efficient

Question 19

According to the Ottawa Charter for Health Promotion – World Health Organization, 1986, what is health,what is health promotion
What are the prerequisites for health
State four health promotion actions

Answer 19

The Ottawa Charter for Health Promotion – World Health Organization, 1986
• Health is a positive concept emphasizing social and personal resources as well as physical capacities
• Health Promotion is the process of enabling people to increase control over, and to improve their health
• Prerequisites for Health are peace, shelter, education, food, income, stable ecosystem, sustainable resources, social justice and equity
• Health Promotion Actions are: building healthy public policy, creating supportive environments, strengthening community action, developing personal skills, reorienting health services

Question 20

State the health promotion tenets or health paradigms

Answer 20

Process of enhancing health and reducing risk of ill health through the overlapping spheres health education, health protection and disease prevention
• Health promotion is directed towards action on the determinants or causes of health
• Health promotion at first identifies the target population or the population at risk and then initiate the more appropriate action through several means.

Government at both local and national levels has a unique responsibility to act appropriately and in a timely way to ensure that the ‘total’ environment, which is beyond the control of individuals and groups, is conducive to health.

Question 21

What are the broad concepts of health

Answer 21

Three Broad Concepts of Health
• Medical (Traditional)
• Behavioural (Lifestyle)
• Socio-Environmental (Structural)
• These approaches lead to different definitions of problems, different strategies, different target groups, and different people responsible for the activities of promoting health.

Question 22

Explain the medical concept of health promotion

Answer 22

Medical Approach I (Traditional, Biomedical)
• Health Concept is biomedical, absence of disease and/or disability
• Leading Health Problems defined in terms of disease categories and physiological risk factors such as physiological deviation from the norm: CVD, HIV & AIDS, diabetes, obesity, arthritis, mental disease, hypertension, etc.

Medical Approach II
• Principal Strategies: surgical interventions, drug and other therapies, health care, medically managed
health behaviour change (diet, exercise, patient education, patient compliance), screening for physiological and genetic risk factors
• Target: high risk individuals
• General Approach: Individualized
• Actors: physicians, nurses, allied health workers

Question 23

Explain the behavioral concept of health promotion

Answer 23

Behavioural Approach I (Lifestyle, Public Health)
• Health Concept is individualized, health as energy, functional ability, disease‐ preventing lifestyles
• Leading Health Problems defined in terms of behavioural risk factors: smoking, poor eating habits, lack of fitness, drug abuse, alcohol abuse, poor stress coping, lack of lifeskills, etc.

Behavioural Approach II
• Principal Strategies: health education, social marketing, advocacy for public policies supporting lifestyle choices (e.g. smoking bans, low fat meat production, bicycle paths, ad bans)
• Target: high risk groups, children and youth
• General Approach: individualized, elements of societal focus as
related to public policy
• Actors: public health workers, illness‐ related advocacy groups (e.g., GHS, NGOs, CBOs & CSOs in health), governments

Question 24

Explain the socio environmental concept of health promotion

Answer 24

Socio- Environmental Approach I (Structural)
• Health Concept is a positive state defined in connectedness to one’s family/friends/community, being in control, ability to do things that are important or have meaning, community and societal structures supporting human development
• Leading Health Problems defined in terms of psychosocial risk factors and socio‐ environmental risk conditions: poverty, income gap, isolation, powerlessness, pollution, stressful environments, hazardous living and working conditions, etc.

Socio- Environmental Approach II (Structural)
• Principal Strategies: small group development, community development, coalition building, political action and advocacy, societal change
• Target: high risk societal conditions
• General Approach: structural, focussed on organization of communities and society, development of just political/economic policies
• Actors: citizens, social development and NGOs, CBOs, CSOs, political movements and parties

Question 25

How can social marketing principles be applied?

Answer 25

Applying social marketing principles
• Social Marketing guide sets out a basic ‘how to’ guide about applying social marketing concepts and approaches in the planning, implementing and evaluating of public health prevention and control programmes.
•This guide will enable users gain a better understanding of how social marketing can help them develop and implement behaviour change interventions.
•The guide uses a logical social marketing action framework that includes four action steps:
•scope,
•test,
•enact and,
•learn and act

Question 26

Under scope as an action step ,explain Task 1 and the activities under it

Answer 26

Step 1: Scope
•Task 1- Setting goals and SMART objectives and three activities.
•Activity 1- Explain why action is needed.
•Set out why action is needed on the identified social issue. A useful approach is to identify a problem and look at the scale of the problem and its social, health, service, cost and political consequences (see Tool 1).

•Activity 2 - Identify the target groups and behaviours you want to change.
•Identify the specific audience who will be the primary targets of your intervention and the behaviours you want to influence - change, modify, develop or sustain
•The key assumption made here is that changing behaviours of this group will help solve the problem identified.

Activity 3 – Set objectives that can be measured. Develop a set of SMART behavioural objectives as listed below:
• Specific: precise – not open to different interpretations.
• Measurable: can observe and collect objective measures.
• Achievable: with the resources available.
• Reliable: consistent, relevant, can be gathered.
• Time bound: measured within the time frame of the intervention.

Question 27

Under scope as an action step ,explain Task 2 and the activities under it

Answer 27

Task 2 – Analysing situation and influencing factors

•Activity 1 - Perform a situation analysis.
•Before initiating any intervention it is useful to identify key issues that may impact on your proposed programme/campaign/action or on the receptivity of your target audiences.
•This activity involves developing a subjective list of factors which may influence the interventions.
•A SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis is one tool that can help identify relevant issues.

An individual or small group can develop a SWOT analysis, but it will be more effective if you take advantage of many stakeholders.
•Each person or group offers a different perspective on the strengths and weaknesses of your programme and has different experiences of both.
•It would also be useful to undertake a PESTLE (Political, Environmental, Social, Technological, Legal and Ethical issues) analysis

Activity 2 - Perform a competition analysis
• In addition to looking at situational issues affecting programmes, it is useful to look at enabling factors and barriers to adopting the behaviour(s) you are promoting.
•You should analyse what or who may be influencing the target audience to act in a way that is detrimental or positive.
•Strategies and intervention plans can then be developed to address these influencing factors.

Activity 3 - Review evidence and data
•Gather information about what is known about the issue(s) and how to tackle them from published and unpublished sources such as professional journals, case study reports, and interviews with others who have undertaken work in the field, reports from programmes and M/DHMT.
•Ethical and risk considerations should also be identified and noted, and any preliminary action such as seeking of ethical approval should be started.
•If major risks are identified preliminary plans to mitigate them should also be developed.

Activity 4 - Map and record assets
•Identify all assets that can help you influence the behaviour amongst the target groups you are interested in. These assets may include: social networks, community, environmental, stakeholder and health service assets. Other assets also include all potential partner and stakeholder organisations and communities and individuals that could help with the implementation of the programme. All these could be used to tackle the problem. Tools 10 and 11 can be used to support this activity.

Question 28

Under scope as an action step ,explain Task 3 and the activities under it

Answer 28

Task 3 - Understanding target audiences
• Activity 1 - Gather target audience insights.
•Utilise qualitative and quantitative target audience research such as surveys, focus groups and observational studies to gather intelligence on target audience knowledge, attitudes and behaviours.
•Activity 2 - Segment your audiences.
•Segmentation is the division of an audience you intend to address into groups who share similar beliefs, attitudes and behavioural patterns.

This approach goes beyond demographic, epidemiological and service uptake data-based targeting to include data about people’s beliefs, attitudes, understanding and observed behaviours.
•Target audiences are segmented using these data sets.
•Cluster people based on factors including risk, understanding, attitudes, beliefs, and existing behaviours.

Question 29

Under scope as an action step ,explain Task 4 and the activities under it

Answer 29

Task 4 – Developing exchange propositions
• Activity 1 - Develop behaviour promotion strategy.
•Based on target audience insight and understanding, set out how the proposed behaviour will be positioned and promoted with the target audience(s).
•In the case of a positive behaviour change, such as vaccination, uptake may be promoted by focusing on what emotional and physical benefits will be attained and how costs, such as inconvenient times, might be reduced .
•The core product is the actual value or benefit people get from taking the action;
•the actual product is the physical object of experience for example, an injection or pill;
•the augmented product is everything that is associated with the product, such as the way a service is provided, the way that staff act and communicate with people taking up a service.

Activity 2 – Making the case for compliance.
•In the case of a refusal or reluctance to take up services, set out how the benefits of compliance could be maximised and the costs of noncompliance could increase.
•In the case of non-rational choice situations, set out how the chosen environment could be structured, or what policy or service transformation (simple or comprehensive) could be introduced to encourage compliance.

Question 30

Under scope as an action step ,explain Task 5 and the activities under it

Answer 30

Task 5 – Selecting marketing interventions
Activity 1. Select intervention forms and types.
•This activity is focused on selecting which combination of intervention ‘types’ and ‘forms’ will be used to assist the adoption of the desired behaviours that you want to influence.
•‘Types’ of intervention include:
•controls (laws and regulations);
•information (e.g. leaflets, SMS appointment reminders);
•environmental or system design changes (e.g. timing or location of services);
•educational (e.g. continuing medical education for providers on antimicrobial diseases);
•support (e.g. providing health mediators to support poorly reached populations). ‘
•Forms’ of intervention focus on use of incentives and penalties used to reinforce messages and increase compliance.

Task 5 – Selecting marketing interventions
Activity 2 - Do intervention cost benefit analysis.
When you develop your p your plans, you will also need to consider the ‘types’ and ‘forms’ of intervention that give the best value for money and return on investment in terms of the lowest cost for the biggest behavioural response

Question 31

Under test as an action step ,explain Task 6 and the activities under it

Answer 31

Step 2: Test

•This step can involve developing prototypes, testing promotions and experiments and it culminates in a report recommending what mix of interventions should be developed into a full implementation plan.
•Methods of collecting and analysing data for evaluation purposes can also be tested and developed during this stage.
•The key tasks in this step are focused on testing initial intervention ideas and concepts to see how well they perform.
•The test step has one task:
• Pre testing and piloting

Step 2: Test

•Task 6 – Pre-testing and piloting
•This task involves two activities.
•Activity 1 - Test each potential intervention and hypothesis that you have developed with representative target populations.
•This planning should include the development of an experimental design and address any ethical issues raised.
•This step can involve developing prototypes, testing promotions and experiments and it culminates in a report recommending what mix of interventions should be developed into a full implementation plan.
•Methods of collecting and analysing data for evaluation purposes can also be tested and developed during this stage.
•The key tasks in this step are focused on testing initial intervention ideas and concepts to see how well they perform.

Task 6 – Pre-testing and piloting
Activity 2 - Report on the impact of the pilot programme.
Reports should include information on the immediate effect of the intervention/s on issues such as knowledge gain, attitude and beliefs.
•They should also measure impact on short-term behaviours and systems efficiency such as the cost of generating interest in the programme and costs of different methods of generating contact with the intervention or short-term behavioural action.

Question 32

Under enact as an action step ,explain Task 7 and the activities under it

Answer 32

Step 3: Enact
•This step is focused on implementing and managing an intervention plan based on the findings of the scoping step and on the results and learning from the testing step.
•At the beginning of this step a full social marketing implementation plan will be produced together with a clear budget and evaluation strategy that will include details about how the programme will be managed, how it will report, and how it will manage both risks and opportunities.
•The plan will outline the ways the programme will be monitored for its impact and efficiency, how it will be evaluated and how it will report back to funders, sponsors, and stakeholder and target groups.
•The Enact step has two tasks:
•planning implementation
•initiating and managing implementation

Task 7 – Planning implementation
•Building on the outcomes of the pilot project and the scoping findings and decisions, this task focuses on developing a full social marketing plan.
•This task involves one a Intended audience segmentation, SMART behavioural objectives for the programme and how these will be measured. Tool 30 can be used to support this activity.
•Details of each product or service that you will use in the full programme. Tools 31–34 can be used to support this activity.
•Anticipated impact and outcomes for the selected target audiences over a designated time frame.
•Budget which sets out the resources required from main sponsors, partners and stakeholders and how they will be deployed against the intervention and marketing mix you have proposed and how the budget will be allocated to achieve the agreed objectives of the intervention. Tools 35 and 36 can be used to support this activity.
•Evaluation strategy including measures of the short-term change (impact evaluation), the efficiency of interventions (process evaluation) and the desired behaviour (outcome evaluation). Selected indicators are listed below.

Question 33

Under enact as an action step ,explain Task 8 and the activities under it

Answer 33

Task 8 – Initiating and managing implementation
• Activity 1 - Manage partners, risk and opportunities. Track that each partner has delivered on what they promised and record how well they have been engaged with the programme. Tools 37 and 38 can be used to support this activity. Review and manage risks associated with the project. Tool 39 can be used to support this activity. Undertake opportunity spotting, horizon scanning and programme adjustment. Tool 40 can be used to support the recording of potential opportunities and the identification of ways to exploit them.

Task 8 – Initiating and managing implementation
• Activity 2 - Report on process.
•Gather process, impact, and outcome data.
•Record progress and setbacks, analyse and report.
•Organise your reporting to sponsors and stakeholders.
•Track and manage the intervention budget ensuring that there are no significant cost overruns or underspends and that the intervention is being delivered in the most cost effective way possible.

Question 34

Under learn and act as an action step ,explain Task 9 and the activities under it

Answer 34

Step 4: Learn and act
•This step of the social marketing process is focused on gathering and disseminating findings about the impact of the programme as well as its efficiency.
•It also seeks to help practitioners and their agencies learn from the programme about what worked well and what did not.
•This information can be used to inform decision-making processes related to subsequent follow-on or new programmes.
•The learn and act step has two tasks:
•evaluating and reporting
•reviewing and building learning.

Task 9 - Evaluating and reporting
•This task involves two activities.
Activity 1 - Evaluate outcomes.
•Utilise your SMART objectives developed in Task 1 Activity 3 as the basis for evaluation.
•Follow the evaluation plan developed in the enacting step.
•Record the outcomes from your individual interventions and the overall programme.
Activity 2 – Make recommendations.
The key focus of this activity is to report to stakeholders and funders and present a set of recommendations based on what you have found works and what does not in terms of influencing behaviour.

Question 35

Under learn and act as an action step ,explain Task 10 and the activities under it

Answer 35

Task 10- Reviewing and building learning
•The key purpose of this final task is to ensure that the learning gained as part of the evaluation of your programme and individual elements of it are used to help shape future interventions and allocation of budgets.
This task involves two activities.
Activity 1 - Identify follow-up actions.
•Set out actions that should be taken by policy makers, planner professional staff and community groups based on your evaluation recommendations.
Activity 2 - Identify future implications.
•Set out an agreed plan for how your organisation and those of stakeholders can adapt and improve based on the learning and evaluation of the programme.