Social Marketing

Question 1

Social Marketing

Answer 1

• The use of commercial marketing strategies like advertising to analyze, plan, implement and evaluate pro-social programs
• Goal of commercial marketing = sell product + make money
• Goal of social marketing = create positive and social change
• “Sells” behavior change
• People are choosing behavior change because they think it will BENEFIT THEM

Question 2

Key assumption of Social Marketing

Answer 2

• Consumers act out of their own self-interest
• Consumers want the greatest benefit for the lowest cost
• People prioritize their own comfort and convenience

Question 3

Ways to optimize value in public health (Health Belief Model)

Answer 3

• Increase perceived benefits of behavior
• Decrease barriers of behavior
• Decrease barriers of competing behavior
• Increase barriers of competing behavior

Question 4

Principles of Social Marketing: Focus on behavior

Answer 4

• Identify the specific behavior you want to change
• Set a specific goal
• Don’t focus on awareness or knowledge
  ex. reduce drink driving deaths by 20% in 6 months

Question 5

Principles of Social Marketing: Prioritize consumer benefits

Answer 5

Emphasize how the consumer will benefit from what you want them to do

Question 6

Principles of Social Marketing: Perspective

Answer 6

• Maintain a market perspective and remember the consumer’s perspective
• People will operate in their own self-interest and will look for the best deal. They will prioritize convenience and comfort over everything else

Question 7

Principles of Social Marketing: Audience segmentation

Answer 7

One message-one audience won’t work

Question 8

Principles of Social Marketing: The Marketing Mix/Four Ps of Social Marketing

Answer 8

PRODUCT
- The product is what you’re marketing
- Social Marketing Product = the behavior you’re trying to change

PRICE
- How much will it cost a person to stop/start the behavior?
- Social Marketing Price = not just a question of cost but also time and effort is needed to change

PLACE
-How difficult is it to change the behavior?
- Social Marketing Place = make sure support is “placed” conveniently in order to change
- The less people need to go out of their way, the more likely they are to change their behavior

PROMOTION
- Making sure people know what you want them to do through ads and messaging
- ex. social media, interpersonal (advice from doctor)

Question 9

Principles of Social Marketing: Beat the competition

Answer 9

• How do behaviors size up to those that are being promoted? How can the behavior you’re promoting be better than alternatives?
• Who else is competing for your “customer?”

Question 10

Social Marketing is appropriate when…

Answer 10

• You want to change behavior of a lot number of people
• You want to change behavior over a long period of time
• You have necessary resources

Question 11

Choosing a target market

Answer 11

• Define the market: who is your customer?
• Segment the market: what characteristics will you use to categorize ppl within the defined market?
• Analyze each segment: determine their characteristics using research

Question 12

Adoption of new behaviors

Answer 12

Tends to be faster if it:
- Is perceived to have an advantage over current behavior
- Is compatible with one’s daily routine
- Isn’t too complex
- Can be tried out before committing to it
- Can be observed in action to see how others experience it first

Question 13

Harm reduction

Answer 13

• Practical strategies made to lessen the negative impact/consequences associated with legal/illegal behaviors
• Meets people where they are
• Acknowledges that not everyone is ready to change
• Provide resources for when people are ready ^