Key Terms

Question 1

What is social marketing?

Answer 1

Social marketing benefits is society (people + planet).

It is an ecological approach to behaviour change with systematic planning processes, applies traditional marketing principles and techniques, selects and influences a specific target audience.

Question 2

What are some examples of big social problems?

Answer 2

Mental health, NCDs (70% of deaths globally, non communicable disease, like diabetes and heart disease), Climate change, patient safety, water and sanitation, plastic, NTDs, vaccination, xenophobia, food security, war and political unrest, violence, road safety, loss of biodiversity, pollution, deforestation, ecosystems and endangered species, exclusion, pandemics.

Question 3

What is the definition of communication?

Answer 3

Act or process of exchanging information or expressing ideas, thoughts, feelings to someone else.

Process by which information is exchanged between individuals.

Leveraging communication is an essential element in changing behaviour.

Example: certain policies will communicate what is important, for example with recycling, by making it easy, it is seen as important to do.

Question 4

What is the definition of marketing?

Answer 4

Marketing is the activity, set of creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.

“Aim of marketing is to know and understand the customer so well the product or service fits him and sells itself” Peter F Drucker

Question 5

What is the definition of social marketing?

Answer 5

Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefit individuals and communities for the greater social good.

The practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable.

It is a distinct marketing discipline.

Question 6

When was social marketing first defined? *

Answer 6

Social marketing was first defined in 1971 in the paper “Social Marketing: An Approach to Planned Social Change” by Philip Kotler and Gerald Zaltman.

Question 7

What are the 4 determinants of behaviour?

Answer 7

1. Personal or individual beliefs, knowledge, attitudes, skills, genetics.
2. Social: Interaction with other people including friends, family and the community.
3. Economic: Income, cost of living, healthcare, healthy food.
4. Environmental: The area in which an individual lives, e.g. school, workplace, local shops, facilities, etc.

Question 8

What is the focus of social marketing?

Answer 8

The focus of social marketing is to change behaviours that perpetuate or cause social problems. This includes individual, environmental and structural changes, as well as policy changes.

Question 9

How did social marketing come about? What are the factors that created this discipline?

Answer 9

1. A more holistic understanding of influence. Greater understanding of limits of information provision and coercion in social policy.
2. Optimising program engagement and impact needs investment in time and resources.
3. Power and added value of marking concepts.
4. need for better social program planning/development/management that can be measured effectively and efficiently. Agreement on quality standards.
5. Need for through program tracking and evaluation.

Question 10

What is a seminal paper? What is the seminal paper of social marketing?

Answer 10

A seminal paper is one that is fundamental, shaped the discipline and is the reference paper in your field.

In social marketing it is the paper from 1971, Kotler and Zimmerman “Social Marketing: An Approach to Planned Social Change.”

Question 11

What are some key dates in social marketing’s history?

Answer 11

1971 seminal paper by Kotler and Zimmerman

1974 Canada (a leader in social marketing) started developing sustained social marketing programs

1980s World Bank, WHO, CDC and others started to apply and promote social marketing

2002 upstream social marketing: conversation began to focus on urban planning, policy, managers. Italy is also a leader in social marketing.

2008 First world social marketing conference is held in the UK

2021 WHO Behavioural Working Group formed

2021 African Social Market Association is formed, the latest group

Question 12

What do the 8 benchmark criteria provide?

Answer 12

The 8 benchmark criteria are the guiding framework useful to adhere to social marketing aims and include the key elements that should be in place if an intervention is to accurately describe itself as social marketing.

Benchmarks are useful to increase consistency,

to allow for comparisons and assist in reviews,

and help create best practices and build evidence.

Question 13

What are the 8 Benchmark Criteria? *

Answer 13

1 - Customer Orientation (understanding the audience)

2 - Behavior (clear focus on the behavior and goals, this is fundamental)

3 - Theory (what determines the behaviour?)

4 - Insight (focus on what moves and motivates the target audience)

5 - Exchange (understand what the person has to give up for the change)

6 - Competition ( what is competing for time and attention)

7 - Segmentation (identify the groups who would share similar views, be influenced in similar ways)

8 - Methods Mix (6 Ps, appropriate mix of 6Ps)

Question 14

What are the 3 stages of working through the 8 benchmark criteria?

Answer 14

Stage 1: Understand the Behaviour
Stage 2: Identify intervention options
Stage 3: Identify content and implementation options

Question 15

What is the first step / thing to understand?

Answer 15

First, you must understand the determinants of behaviour that lead to problems.

THEN, you can design strategies to change behaviour.

Question 16

What is included in the 10 Step Marketing Plan?

Answer 16

Question 17

What does research help determine?

Answer 17

Among other things, research helps determine what behaviour(s) to focus on, what has been done before, priority segments, benefits and barriers, strategies, partnerships and evaluation.

Question 18

What are the two types of market research? *

Answer 18

Primary data: very specific to your situation, you are collecting primary data for your project.

Secondary data: previous studies.

Question 19

What is the purpose of desk research and primary data collection?

Answer 19

Primary data collection is specific to your situation. The purpose of research is:
-formative
- pretest
- monitoring
-evaluation

Question 20

What is literature review?

Answer 20

It is a critical analysis of a segment of published body of knowledge through summary, classification, and comparison of prior research studies, reviews of literature and theoretical articles.

The purpose is to place is work in the context of its contribution to the understanding of the subject under review, describe relationships and shed light on any gaps in previous research.

Question 21

What should be considered when you are evaluating material to be included in your literature review?

Answer 21

Credentials, arguments supported by evidence, objectivity, persuasiveness (are the author’s arguments and conclusions convincing) and value: does the work contribute in any significant way to an understanding of the subject?

Question 22

What are some methods of primary data?

Answer 22

Primary data is your formative research, where you get to know your population and population segments better. Some methods of primary data include interviews, focus groups, surveys, observations, and experiments.

Question 23

What are SMART objectives?

Answer 23

Specific
Measurable
Attainable
Relevant
Time Bound

Question 24

What is a proxy measure?

Answer 24

Other ways to measure a change, an indication without a direct observation/question. For example, condom sales when the goal is safe sex.

Question 25

What is the social norms theory?

Answer 25

The social norm theory looks at the focus of peer influence and the role it plays in individual decision making around behaviours.

What is acceptable in a particular social context? What is the norm in the social group/community?

Question 26

What are the stages of change/readiness?

Answer 26

Pre-contemplation, Contemplation, Preparation, Action and Maintenance.

It is helpful for segmentation, helps you understand the strategy, uses a time scale. There is some critique on this model, as ppl are more dynamic.

Question 27

What is the COM B model of behaviour change?

Answer 27

COM B model of behaviour change says that the three things that we need to address to change behaviour are capability, motivation and opportunity.

Question 28

What is social cognitive theory?

Answer 28

Social cognitive theory describes the influence of individual experiences, the actions of others, and environmental factors on individual health behaviors.

Question 29

Explain insights.

Answer 29

Insights is where you explore what moves and motivates the behaviour. You think of your target audience for example; in terms of their communication accessibility (not everything will see the info, understand the info) and perceived severity (do they think this behavior/ issue is important?)

Question 30

What is the exchange?

Answer 30

The exchange is a theory and a benchmark: the give and take, cost and benefits to target audience both real and perceived.

The goal is for the audience to see the behaviour you are promoting as more important than x,y,z. The benefit of adopting a new behaviour as outweighing the costs. What are the barriers, benefits and competition?

Question 31

What is the exchange analysis?

Answer 31

The understanding of what the person has to give to get the benefit proposed. It includes emotions, trust, commitment, and collective behaviour.

Question 32

What are some strategies to deal with “competition”?

Answer 32

To make the desired behaviour more attractive, you can increase the benefits of the desired behaviour, decrease the barriers (and/or costs of the desired behaviour), decrease the benefits of the competing behaviour and increase the barriers (and/or costs) of the competing behaviour.

Question 33

What is the marketing mix, the methods mix?

Answer 33

The marketing mix, is part of the 8 benchmarks criteria (methods mix) and consistent of the P’s plus techniques to change.

Product
Place
Price
Policy
Partnership
Promotion
Positioning

Question 34

What is the product platform?

Answer 34

The product platform is the 3 types of products included in the P’s of the marketing mix. It includes the core product (benefits of desired behaviour), the actual product (desired behaviour) and the augmented product (things supporting the behaviour change).

Question 35

What are some examples of core product?

Answer 35

Core product is the benefits of the desired behaviour change. This could be reduce climate change, protection from violence, economic security, educated society, a better world. In fan, this was better health, better academic achievement, healthy body weight…

Question 36

What are some examples of actual product?

Answer 36

Actual product is the behaviour you are promoting. This could be to plant native plants, take the bus, turn off the lights when leaving a room, choosing tap water. In fan, this was eating 5-a-day, 30 mins physical activity for parents and 60 for children.

Question 37

What are some examples of augmented products?

Answer 37

Augmented products are objects and services that support the behaviour change. This is optional. This could include, as in the tap it up project, refillable water bottles, water fountains, etc.

Question 38

What is place?

Answer 38

Place is in the P’s of the method mix. It is where the behaviour take place and where the behaviour is encouraged or supported. For example, in fan, the place was online, home (anywhere else families eat or are active) and in tap it up, the place was USI, Lugano and anywhere else you can drink tap water.

Question 39

What is price?

Answer 39

Price is in the P’s of the methods mix. It is both the monetary and non-monetary (time, energy, effort) costs of the product.

Energy is the main reason people do or don’t do certain behaviours.

This is the costs the target market associates with adopting the desired behaviour.

In fan, it was the time to be active and prepare meals. It was effort. In tap it up, it was the cost of a water bottle and remembering to have it with you.

Question 40

What is policy?

Answer 40

Policy is the in the P’s of the methods mix. Policy can help the adoption or maintenance of the behaviour. It is very important to understand the policy environment even if you aren’t looking to change it. Policies can hinder or facilitate behaviour.

Question 41

What are partnerships?

Answer 41

Partnership is in the P’s of the methods mix. Partnerships provide mutual benefits, stem from common interest. It gives you access to audiences, credibility and influence, resources, expertise.

Question 42

What is promotion?

Answer 42

Promotion is in the P’s of the methods mix. Promotion is the decision of the messages, messengers and creative strategies. It includes the positioning and the strategies for change.

All the research you’ve done informs the promotion.

Question 43

What is positioning?

Answer 43

Positioning is part of promotion in the P’s of the methods mix.

Positioning is the design of the association with the product. It is the emotional response and what should matter to people.

Question 44

What is the continuum of behaviour change approaches?

Answer 44

The continuum is not linear. You can look at a combo of strategies. The more complex the behaviour, the more combination of approaches you’ll need.

Tell me: provide information
Show me: educate on how to
Help me: support in how to
Make me: policies, rules, legal mandates

Question 45

What are the intervention types?

Answer 45

Control, Inform, Design, Education, Support

Keep in mind when you are thinking of strategies. You could use more than one technique. Note you must go further than informing for behaviour change.

Question 46

Why is generating demand important?

Answer 46

Generating demand is important as we need demand for social goods, humans are not always rational. Behaviour is dynamic. Just nudging isn’t enough - it only works in the short term. We need to make things easy, reachable and challenge the existing norms.

To create demand, research with your target audience and examining the social network and context is important.

Question 47

Why is pretesting important?

Answer 47

Pretesting is important to make sure that you do logo/message/brand is clear and communicating what you want it to communicate. Listen + revise with expert reviews, focus groups and personal interviews.

Is your messaging understandable? Is it relevant? (Does the target audience understand its for them?)

Question 48

What are the 4 components to behaviour change communication?

Answer 48

Behaviour communication is persuasive communication designed and delivered to inspire your target audience to action.

4 major components include:
- creative strategy (positioning, techniques)
- channels
-messages
- messengers (credible, influential, trustworthy)

Question 49

What are some barriers to effective communication?

Answer 49

-access and utilisation (ppl may not read it)
-public trust
-media processing + filtering
-competing/conflicting messaging
-lack of understanding
- oversimplification (think of Swiss COVID posters)
- inadequate research foundation
-technology reliance
- limited number of trained communicators in an organisation.

Question 50

What are the 5 W’s on message design?

Answer 50

Why are you communicating?
Who do you need to communicate with?
Where will you reach your TA?
What strategies will you use?
When will you communicate?

Question 51

What is the theory of change?

Answer 51

The theory of change is part of step 7/8.

The theory of change explains how our activities lead to the desired outcome/impact. It is useful to:

• plan logistical sequence of steps
  -accountability for monitoring and evaluating which efforts had the biggest impact
• communicating with stakeholders, as a shared roadmap
• aligns activities to outcomes
  -anticipates barriers
  -helps you question unrealistic expectations

Question 52

What is important to remember with theory of change?

Answer 52

Theory of change explains how the activities lead to the desired change/impact.

Arrows are important.

You can add a space for short term outcomes, midterm outcomes, etc.

Explain what the purpose of each intervention is and what support you’ll need.