quiz 3 Flashcards
Social Marketing
What is social marketing?
week 11-12
a program planning process that promotes voluntary behavior of target audiences for health benefit
or
the application of commerical marketing technologies to the analysis, planning, execution, and evaluation of program designed to influence voluntary behavior of target audiences in order to improve their personal welfare and that of society
Social Marketing
How does social marketing promote voluntary behavior?
week 11-12
- by offering benefits they want
- reducing barriers they are concerned about
- using persuasion to motivate their participation in program activity
Social Marketing
What are the key elements of social marketing?
week 11-12
- market segmentation
- the 4 P’s
Social Marketing
What is market segmentation?
week 11-12
the process of subdividing larger, more heterogeneous markets into smaller homogeneous market segments
this can be by:
- location
- ethnicity
- sex assigned at birth
basically finding a specific TP
Social Marketing
What is the goal of market segmentation?
week 11-12
to identify characteristics and patterns which foster effective target marketing strategy
why?
- to tailor the message
Social Marketing
What are the 4 P’s?
week 11-12
- product
- price (resources)
- place
- promotion
Social Marketing
Define what product is
week 11-12
the behavior being promoted
the benefits that come along with it
- the more benefits offered, the greater likelihood members of the target market will adopt
behavior + benefits
Social Marketing
Define what price is
week 11-12
the exchange of benefits and cost
barriers involved in adopting the behavior
- includes: time, money, effort
- resources can be economic, psychological or social
Social Marketing
Define what place is
week 11-12
making the product accessible and convenient
- delivering the benefits in the right place at the right time
- getting the product in front of the customer
Social Marketing
Define what promotion is
week 11-12
how you are delivering the message to the target market
- notifying the target market of the product, it’s benefits, reasonable costs and continence
- use of flyers, photos, slogans, etc.
Social Marketing
What does social marketing require?
week 11-12
- formative research
- competitive analysis
- process evaluation
- summative research
Social Marketing
What is formative research?
week 11-12
audience / consumer research
Social Marketing
What questions does formative research seek to answer?
week 11-12
- What is the current behavior?
- What enables the behavior?
- What reinforces the behavior?
Social Marketing
How can you conduct formative research?
week 11-12
- focus groups
- key informants
- surveys
- interviews, etc.
Social Marketing
What is competitive analysis?
also known as environmental analysis
week 11-12
to learn about the environment in which target market members are making decisions
Social Marketing
What are questions are asked during competitive analysis?
week 11-12
- Are there any competing behaviors that are being promoted?
- HOW consumers make decisions (physical surroundings)
Social Marketing
What is process evaluation?
week 11-12
used to track program outputs and process DURING implementation
Social Marketing
What is summative research?
week 11-12
compares the program objectives with its immediate and long-term outcomes to determine what worked, what didn’t, and if the program was cost-effective
Social Marketing
When is summative research conducted?
week 11-12
often conducted in the form of outcomes monitoring
Social Marketing
According to the social marketing wheel, what is the social marketing process?
week 11-12
- planning and strategy devlopment
- developing and pretesting concepts, messages, and materials
- implementing the program
- assessing effectiveness and making refinements
Social Marketing
What goes into step 1 - planning and strategy devlopment?
week 11-12
- define the audience
- conduct focus groups (formative research)
- develop the concept
- research the scope of the problem (environmental analysis)
- review marketing databases
Social Marketing
For step 1 (planning and strategy development) when you are identifying the message you want to send, what should the message entail?
week 11-12
- be meaningful and appealing to the target audience
- be clear and concise
- be current and based on facts
- promote thought and discussion
- generate action (voluntary behavior)
Social Marketing
For step 1 (planning and strategy development) when you are choosing an appropiate and effective channel of communication, what should you think about?
week 11-12
- reach: think about your target audience
- impact: does the campaign have a strong effect (use emotions to your benefit)
- credibility: being trusted and believed in
- cost effectiveness
Social Marketing
What goes into step 2 - developing and pretesting?
week 11-12
finalizing:
- statement of the problem
- goals of the campaign
- definition of the target audience
- what should be learned by target audience
- what channel will be used
Social Marketing
For step 2 (developing and pretesting) when you are creating your campaign, what should you think about?
week 11-12
- presentation style
- spokesperson or source
- slogan?
- essential words/verbiage?
Social Marketing
For step 2 (developing and pretesting) why is it essential to pre-test materials with a few members of the target audience and important gatekeepers?
week 11-12
to:
- determine how they respond to the message
- if the message is clear/understood
- revise if needed
Social Marketing
What does step 3 - implementing the program entail?
week 11-12
- introduce program to target population
- promote and distribute through chosen channels
- monitor to ensure implementation proceeds as planned (process evaluation)
- track audience reactions
Social Marketing
What does step 4 - assessing effectiveness / making refinements entail?
week 11-12
- determine what worked well based off goals and objectives
- assess how the program affected the beliefs, attitudes, and behaviors of the target population (summative research)
- receive and provide feedback
- revise the community’s prevention program to maximize effectiveness
