Sustaining Behavior And Ethics In Social Marketing

Question 1

Short term benefits and long term costs

Answer 1

Commercial marketing
ST: pleasure now, enjoyment, fun, convenience, social status
LT: impact on environment, health problems, shorter life expectancy

Question 2

Long term benefits, short term costs

Answer 2

Social marketing

Question 3

Long term benefits of Social Marketing

Answer 3

Longer life, health, better environment, etc.

Question 4

Short term costs of social marketing

Answer 4

• removing the pleasure of risk taking

- looking uncool to your friends

Question 5

Challenge of social marketing:

Answer 5

Turning longer term benefits into more immediate benefits and reducing short term costs and making the product: FUN, EASY, AND POPULAR.

Question 6

Visual or auditory aids that remind us to carry out an activity that we might otherwise forget

Answer 6

Prompts

Question 7

Purpose is not to change attitudes or increase motivation, but simply to remind us to engage in an action that we already are predisposed to do

Answer 7

Prompts

Question 8

Should be more noticeable, eye catching graphics, self explanatory, includes all info needed for the appropriate action

Answer 8

Prompts

Question 9

Should be placed as close as possible to where and when action is to be taken, use it to encourage positive behaviors rather than harmful ones

Answer 9

Prompts

Question 10

• proven to be effective especially when linked to incentives
• should be as public as possible, and more preferably in groups
• engage audience in performing activity
• use existing, related contact points to solicit ______

Answer 10

COMMITMENTS and PLEDGES