L23 social marketing

Question 1

what is social marketing

Answer 1

use of marketing principles and techniques to influence a target audience to voluntarily accept, reject modify or abandon a behaviour for the benefit of ____

Question 2

what are the behavioural changes social marketers attempt their target audience to partake in

Answer 2

accept new
reject undesirable
modify current
abandon undesirable

Question 3

what are the 4 main areas where social marketing techniques are utilised

Answer 3

health promotion
injury prevention
enviro. protection
community mobilisation

Question 4

what are the 3 social marketing streams

Answer 4

downstream
midstream
upstream

Question 5

what is downstream social marketing

Answer 5

• focused on individual behaviour change
• focus on indis seeking to change their own behaviour
• believe that behaviour change is voluntary

Question 6

what is midstream social marketing

Answer 6

• target behaviour change at a collective level
• target groups
  potential to affect greater number of people

Question 7

what is upstream social marketing

Answer 7

• deals with a consumers environment and their available choices
• concerned with influencing public policy and budget allocation
• individuals should not be entirely responsible for their behaviour change

Question 8

what are the 2 common approaches to social marketing communication

Answer 8

• info based (assumes target doesn’t know about issue, focus is to educate)
• emotion based (+ or - emotions, assumes targets know facts but need motivation in starting behaviour