L8 Social Marketing in Nutrition and Health Promotion

Question 1

What is social marketing?

Answer 1

The application of commercial marketing strategies to the analysis, planning, implementation, and evaluation of
programs.
Designed to influence voluntary behaviour to specific target audiences in order to improve their personal health and welfare and the overall health of a population.
Selling a behavior change - adopting new habits/behaviors or stopping old habits and behaviors.

Question 2

What can get in the way of getting the message out there in social marketing?

Answer 2

Not always a lot of funding. Have to compete with other companies with a lot of money. Pepsi. Macdonalds.

Question 3

Commercial marketing

Answer 3

selling a product for financial gain

Question 4

Advertising

Answer 4

A tool to influence behaviour and may be a part of a marketing strategy.

Question 5

Educational marketing

Answer 5

Infor rather than change behaviour

Question 6

What are the 7 steps in developing a social marketing plan?

Answer 6

1. Determine the needs and wants of the population by focus groups and community needs assessment
2. Identify the benefits of to the target pop. Benefits must be greater than the existing behaviours.
3. Conduct a situational analysis - analyze the competition and how to counter it.
4. Develop a marketing strategy (product, place, price, promotion). Demo that the needs and wants are met by the program. The 4p’s Product, place, price, promotion.
5. Develop a budget and a timeline.
6. Implement the strategy
7. Evaluate the marketing plan.