WEEK 6

Question 1

What is social marketing

Answer 1

• social influence technology
• aimed at increasing acceptability of something in target population
• influence voluntary behaviour
• uses commercial marketing concepts

Question 2

Basic principles of social marketing

Answer 2

1. focusing on behaviour
2. prioritizing consumers’ rather than markets’ benefits
3. maintaining an ecological market perspective
4. developing a strategic marketing mix of communication elements according to 4ps

Question 3

4 Ps

Answer 3

1. product
2. price
3. place
4. promotion

Question 4

4 Ps - Product

Answer 4

• benefits of behaviour or must provide valued benefits
• increase appeal of product
• make consumers prefer the product
• brand equity

Question 5

4 Ps - Price

Answer 5

• cost must be considered from consumer’s POV
• costs and barriers
  EXAMPLE = will this exercise program take time away from my friends?

Question 6

4 Ps - Place

Answer 6

• where would they perform the behaviour
  EXAMPLE = condom vending machines and messages about STDs in washrooms of clubs

Question 7

4 Ps - Promotion

Answer 7

• creating health communications targeted to specific audience
• message framing, communications, PR events, promotional items, printed items

Question 8

Public health branding

Answer 8

• position products/things to consumers
  EXAMPLE = Participaction

Question 9

Public health brand equity

Answer 9

• brand awareness
• organizational associations (is it trustworthy)
• brand leadership (who is the leader)
• brand personality (is it interesting)
• perceived quality (is this credible)
• brand satisfaction (would I share this with…)
• higher public health brand equity = higher intentions to change behaviour
• trusting a campaign –> smoking cessation

Question 10

Campaign elements

Answer 10

• organized communication activities
• intended to generate specific outcomes or effects in a large number of people
• specified period of time
• increase availability of info, suggest solutions, attract attention