Week 9 Flashcards
four approaches to using mass media in health promotion
- Planned cmapaigns
- Unpaid media coverage
- Media advocacy
- Social marketing
how does the diffusion of innovation model happen
keu opinion leaders who are apart of the community adopt the innovation and through interpersonal communication, influence others in the community to also adopt it
what is the diffusion of innovation model ?
an important theoretical tool for explaining how new ideas or beliefs are spread throughout a community or population
why is the diffusion of theory model relevant to health promotion
it shows that although mass media can be used to raise awareness and disseminate information, interpersonal communication is most important when it comes to behaviour change
adoption of innovation S-curve
slow adoption at first, followed by a more rapid adoption, and ending with a slowing down
how many types of people are there in a community according to the diffusion of innovation theory and how are they categorized
5 - categorized by time it takes them to adopt a given innovation or new behaviour
rate of adoption
time it takes for innovation to go from 0 to 100% of the community
what do marketing resears measure for the diffusion of innovation theory
the percent of people in a community that have adopted an innovation at different points in time - allows them to measure rate of adoption
what can the diffusion of innovation theory tell people
what group to market to next
what mass media CANNOT do
- teach skills
- change behaviour in absence of enabling factors
-shift attitudes/beliefs
what mass media CAN do
- contextualize an issue
-convey simple info and single messages - change behaviour if enabling factors are present
- help place item on public agenda
-raise consciousness
social marketing is
the application of commercial advertising principles to encouraging healthy behaviour change
social marketing adopts _____ from commercial marketing
exchange theory
exchange theory
states that peopel conduct a cost/benefit analysis when deciding whether to purchase a good or service, and if potential benefits outweigh the cost, they will purchase it
price in social marketing
not dollar figure; any psychological, emotional or practical barrier to adopting the idea or behaviour
social marketing campaign aims to
convince the audience that the advantages of adopting a specific idea or behaviour outweigh the disadvantages or costs
Four P’s of social marketing
- Product
- Price
- Place
- Promotion
Product
behavioural offer
ex. adoption of idea/behaviour
Place
the channels by which the change is promoted and places it is encouraged
ex. medial, personal communicaion, social media
Price
the vale of the product and how important it is to the audience; the costs they may have to bear and the barriers they may have to overcome
ex. psychological, emotional, cultural, behavioural, practical, financial
Promotion
the means by which the change is pormoted to the audience
ex. advertising, direct mail, publicity
what differentiates social marketing from conventional mass media
formative research to understand:
-how the targeted population sees the product
-the price they anticipate paying to adopt the idea or behaviour
what is formaive research also used for
segment the target audience into sub-groups basd on categories like:
-demographics
-psychology
-behaviour
what do social marketers do after formative research
develop targeted campaigns that are tailored based on their research of what is most likely to be effective for each sub-group
