Social Marketing Flashcards

1
Q

benefits associated with social marketing

A

customer orientations
emphasis on behavioural maintenance
felxibility
partnership opportunities

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2
Q

what are the 4 Ps of social marketing

A

Products = PROPOSITIONS

Place = ACCESSIBILTY

Price = COSTS OF INVOLVEMENT

Promotion = SOCIAL COMMUNICATION

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3
Q

Example of social marketing for cigarettes

A

truth campaign

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4
Q

what did the truth campaign involve

A
  • > understanding why young people, despite all the health messages, continue to smoke tobacco, interviews done in neutral locations
  • > tell the teens the truth that tobacco is a big powerful industry run by middle ages wealthy males that the teens would despise
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5
Q

what is social marekting

A

applying marketing solutions to try and solve social problems

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6
Q

what is corporate philantrophy

A

giving activites

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7
Q

what does CSR stand for

A

corporate social responsibilty

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8
Q

what is cause related marketing

A

proportion of sales donated to a cause

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9
Q

example of cause related marketing

A

one pack of pampers = 1 life saving vaccine

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10
Q

why would cause related marketing boost sales

A

people will look favourably among the brand and create a positive association to it

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11
Q

what is the ultimate objective of social marketing

A

try to influence the voluntary behaviour of the target audience

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12
Q

the assumption for social marketing is that the root cause of many of our problems is ..

A

how we behave

its habituated behaviour

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13
Q

different ways social marketers want us to change behvaiour

A

abandon current behaviour
modify behvaiour
adoption of new behaviour

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14
Q

examples of campaigns that encourage people to abandon behvaiour

A

phone while driving RSA

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15
Q

example of campaigns that want people to modify behvaiour

A

increase physical activity HI

monitor drink consumption DRINK AWARE

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16
Q

example of campaign that is aiming to adopt new behaviours

A

movemember for men’s mental health

17
Q

what is the knowledge objective

A

objective of the campaign is to make target audience more informed, pointing them in the direction of resource

or inform them that their behaviours are illegal and there could be fines

18
Q

what is the belief objective

A

get the target audience to believe and feel that they are at risk

this way they will be more likely to change knowing they will receive personal benefit

eg lockdowns

19
Q

how is value exchange much more blurry in social marketing

A

less clear as what the benefits are and who will get them

20
Q

example of blurred lines between who decides what is the greater good

A

animal activists say to not consume dairy

National dairy council of Ireland support local farmers whose livlihoods depend on this

21
Q

what are the 6 stages in the stages of change model

A
  1. pre contemplation
  2. contemplation
  3. preperation
  4. action
  5. maintenance
  6. relapse
22
Q

how do people know to move from stage 1 to stage 2 of the stages of change model

A

problem recognition

by realisation or persuasion

23
Q

what is the social norms theoru

A

guide people to changing their behvaiour by telling them what most other people do

24
Q

where was social norms theory applied in college (discussed in class)

A

alcohol and drug consumption

we tend to overestimate the number of our peers that make unhealthy choices and underestimate the amount that make healhty choices

25
Q

what emotions are often used in social marketing

A

fear
shame
guilt
shock

26
Q

was positive or negative reinforcement used during pandemic

A

positive

people online stayed relatively positive eg flatting the curve, together at home, solidarity

27
Q

assumptions for social marketing

A
  1. root cause of all problems is unhealthy individual behaviour
  2. these are habituated behaviours that the individuals have no control over
28
Q

What are the three main drivers of habituated unhealthy behvaiour

A

incorrect/ insufficient knowledge
attitudes
lack of alternatives

29
Q

what is public sector marketing

A

used in government agencies to increase compliance eyc

30
Q

how are social marketing and commercial marketing similar

A

segmentation
market research
customer orientation
clear message communicated

31
Q

how are social marketing and commercial marketing different

A

social marketing not driven by financial gain, the people being advertised here are benefitting not the corporations

There is no real competition in social marketing

Segmentation is based on who are most included in the problem and how accessible they are

32
Q

examples of shock appeal

A

pictures on packs of cigarrettes