This weekly blogging reflection is due as a threaded blog post below by Thursday, January 23 @ noon. No exceptions for late work, except with Dr. W's consent.
In a SINGLE blog post below for ALL chapters in the section, provide for EACH chapter:
1. A single sentence, IYOW, that captures the THESIS (main argument) for each chapter.
2. TWO specific pieces of supporting documentation - ideas, concepts, steps - to bolster your thesis for each chapter. (Use 2 - 3 sentences for each.)
3. A SINGLE specific question you have after reading and blogging on ALL chapters of the section.
Game on,
Dr. W
Chapter One
ReplyDelete1. This chapter defines what social marketing is while also discussing what it isn’t, along with its strengths and weaknesses.
2. A. The main thing that identifies social marketing its purpose: “the benefits accrue to the individual or society rather than to the marketer’s organization.”
B. It cannot be counted on to solve every problem. The best time to use it is “to effect and sustain a healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services.”
Chapter Two
1. This chapter discusses the importance of the strategy plan based on the benefit to the consumers and focusing on behavior change rather than sales.
2. A. It is impossible to target the general public so it is important to focus on an audience that is specific to your program “as precisely as possible.”
B. Programs are best set up as an iceberg: “only a small part of the strategy is visible, with the bulk of the hard work that went into it only clear once you dive deeper into the campaign development.”
Chapter Three
1. This chapter discusses the Four P’s of marketing, along with other P’s specifically to social marketing, all of which are part of the social marketing mix.
2. A. Positioning the product can be incredibly helpful because you can look at it as a ladder. Benefits can be put into ladder form relative to the competition.
B. Promotion is typically what people think of when they think of marketing. There are many ways it can be done: advertising, public relations, social media, promotions, media advocacy, personal selling, special events, entertainment etc.
Chapter Four
1. This chapter discusses the social marketing process and how moral issues can arise and need to be prevented.
2. A. The stages in the process include: analysis (understand the problem), strategy development (forms the foundation), program & communication design (designs overall approach), pretesting (test messages and materials with target audience), implementation (program introduced to target audience) and evaluation/feedback (assesses effects of the program).
B. Each step is incredibly important to prevent moral issues from arising since behavior change is a very serious thing. Manipulation and deceiving people to believe something is something that absolutely needs to be avoided.
Question
Is it easy to avoid moral issues in every social marketing process? With biases and varying opinions on what is right and wrong, I would think that it’s difficult to maintain morals deeply, but the process steps of planning and implementation must help with this.
Chapter 1. This chapter defines social marketings strengths and limitations in society along with the explanation of what social marketing is often mistaken for.
ReplyDelete1a. Many people in non-profits use the term social marketing to benefit there own agencies for the own purposes and forget what it was originally created to mean.
1b. The chapter explained how social marking can be used in many situations to help relay many forms of information but it is not always 100% guaranteed to work where limitations come into play.
Chapter 2. I feel chapter 2 explains the importance of having a plan and a strategy behind what you are doing and the importance of targeting the correct audience with the right information.
2a. Focusing on change in behavior and making sure you explain the behavior you are looking for people to learn. Making sure you are targeting the correct audience to adopt this behavior, attitudes, or beliefs.
2b. Ensuring you are aware of the work and dedication it takes to follow your plan and strategy and realize there is more in the plan than just the visible communications piece.
Chapter 3. This chapter starts off talking about the importance of the 4 P's along with an addition 4 P's that relate directly to marketing this is used to do what they call the "marketing mix"
3a. Promotion is one of the first things that come to mind when someone nears talk of social marketing. This is a way of getting people to try a product and then trying to hook them in with a promotion to get them to try it and or use it for longer.
3b. The position on your product is important because you want to catch the eye of the right consumer and ensure you are getting your target audience stuck on the high lights of your product.
Chapter 4. This chapter discusses the process and stages for social marketing it describes the individual break down of what should be done in each of the 6 steps this chapter also dives into ethical aspects of social marketing.
4a. Step one is setting the framework and basic understanding about what you will be doing.
4b. It is important to ensure your project isn't going to create any unethical outcomes or decisions. You want to ensure that your project is for the good and not the bad.
Question: Do these rules and strategies truly lay out a frame work for social marketing or are they easily broken or rarely followed?
1. Social marketing is a persuasive method used by a wide range of people and organizations with the goal of motivating a behavior change.
ReplyDelete1.a. Organizations such as the National Institutes, Health Departments and Social Service agencies use social marketing to provide education about the issue and help prevent the issue.
1.b. Social marketing is a powerful tool but also has weaknesses such as solving or preventing problems with a large number of factors involved.
2. There are many flawed approaches to Social Marketing, and in order to be effective and achieve your goals you must have a strategy and plan.
2.a. Many businesses believe it is effective to target the general audience, but there is no such thing as a general audience and in order to really be effective you have to focus on smaller groups and really get inside their heads by researching them extensively.
2.b. After you have defined your audience, you must create a plan about how to send out your social marketing, including, the layout, medium, message, and strategic time frame.
3. In addition to the traditional 4 P's of marketing, social marketing adds Publics, Partnerships, Policy, and Purse Strings and including these elements into the mix allows for a more powerful social marketing plan.
3.a. The product in social marketing is often a behavior change rather than a physical product which is why it is important to include the extra elements such as partnerships who may be trying to get across the same point.
3.b. Price is what the audience gives up by adapting to behavior change (the product). This is not always monetary; it can be time, effort, embarrassment, etc.
4. Social Marketing does not happen overnight, but rather is a planned out process that starts with analysis and planning and continues with tracking and monitoring success, and is followed through by evaluation of the plan.
4.a. Planning is an important piece to a social marketing plan. It can save you a significant amount of time, money and effort if you find out what has already been done, and what resources are already available for you to use.
4.b. Evaluation is an essential piece of a social marketing plan because it determines whether your efforts actually corrected a problem or motivated a change. This step can be overlooked, and is hard to measure, but is nonetheless a vital piece.
question: Which campaigns has social marketing proved most effective? (cigarette, drugs, AIDS, cancer, or getting people to shop at food/clothing stores, etc.)
Chapter 1
ReplyDelete1. Social marketing is a persuasive technique used by various organizations, to INFLUENCE (not necessarily implement) a positive change that will better serve a targeted sector of the public.
1A. Social marketing has been used by organizations such as the National Cancer Institute to attempt to dissuade people to stop smoking. These campaigns aren't always successful but the goal in mind is action based, with the public's best interest at hand.
1B. HIV/AIDS, drug abuse and smoking are all issues that have been addressed though social marketing campaigns. Again, it doesn't mean that all of the world's problems will be solved, but it gives the public a chance to notice the risks and implement a tangible behavior change.
2. Social marketing campaigns need to be directed towards a target audience, with a specific goal in mind of "how can we best serve our clients."
2A. Different groups require different marketing strategies, depending on what the end goal and intended behavioral change is. It's important to "find out what they want and need as well as what would have the greatest effect on changing their behavior."
2B. Proper research is crucial to determine what the target audience needs, because that is much more important than what the marketers deem important. Once the needs are identified, the marketers can develop a plan to meet those needs.
3. Social marketing expands on the 4 P's of the marketing mix, by adding another 4 P's to further incorporate the steps to become a successful social marketer.
3A. The most important step is to identify the product, whether it be a service, physical product or less tangible ideas. Once the product is identified, it can be positioned to highlight its positive features.
3B. The product can then be infused into the social marketing 4 P's. The public is most often the intended target audience. Partnerships will focus on other organizations that can assist with the primary goal. Policies are important because they can heavily influence the product (i.e. raising the purchasing age of cigarettes). Finally, purse strings relies on the aid of other organizations and foundations to provide additional funding or other resources to aid in the campaign.
4. Social marketing is a non-linear strategic process that requires re-visiting and editing prior steps, while also expanding on future plans.
4A. Social marketing is a "process of feedback and adjustment that might require visiting past stages to make changes based on new information." As times change, the goals of SM campaigns can transform, therefore needing to be tweaked from previous years.
4B. Social marketing isn't a black or white process. The emphasis on "social" says it all because the needs of the target audience can evolve over time. It's important to constantly evaluate and decide if the campaign should be moving in a new direction, or if everything is going smooth.
Question: What will social marketing look like 10 years? 25 years? 50 years? I know that social marketing and social media marketing are two different things, but there is definitely a bit of a correlation so it's interesting to see what the future will hold.
Chapter 1:
ReplyDelete1.Social marketing is persuading people to adapt to health living and social problems and make positive changes in their everyday life.
2.-Commercial marketing principles and techniques are used to promote and improve viewer’s health and well-being. Coca-Cola mainly focuses on its consumers and market research that will help develop a marketing program to sell their soft drinks.
-The way companies market themselves has a huge impact on consumers coming back. For example, Starbucks is able to charge $4.00 for a cup of coffee because they create a cozy atmosphere with comfortable chairs, good coffee, and free Wi-Fi.
Chapter 2:
1. Social Marketing is stressing the importance of having a target audience and making sure that all your information is correct and that there is a plan in order.
2.Developing a social marketing mind-set is more than just following a step by step process. When you personally find your mind set you look at your organization a different way and not just for the easy and fast way to get the job done. “How can we best serve our clients” is one of the questions asked to develop a better social marketing mind set.
-Targeting the general public is not a realistic way to think because with social marketing you are targeting certain type of people or crowd not everyone at the same time.
Chapter 3:
1.The planning process requires 4 P’s and of social marketing and can also have a few of their own.
2. The product is a very important step because you are defining your product and want to be as clear as possible to get your message across and having a vision of your product being completed successfully how does that look?
-Price is referring to what the consumer and target audience is willing to give up to adopt this certain behaviors. If the benefits to the consumer seem higher than others the adoption of the product with will show more.
Chapter 4:
1. Social marketing has a process and it can break down due to people individual moral issues and standings.
2. There are six stages of the social marketing process and they all involve different types of actives. The stages are analysis, strategy development, program and communication design, pretesting, implantation, and evolution and feedback.
-Social marketing can be used in a positive or negative effect. Beyond having a societal duty to believe in people must remain in an ethical manner. Your prgam has to go through its plan and make sure that no step during this process will hurt or do harm in anyway.
Question: How do you measure the success of social marketing and how do campaigns decide which direction they want to go?
Chapter 1 - Social marketing differs from other forms of marketing in the fact that the outcome benefits individuals or societies, rather than a single organization.
ReplyDeleteA. Social marketing is defined as “the use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience, or society as a whole.”
B. Other techniques used to promote positive change include: an educational approach, where organizations hope that by providing facts and information, consumers will make the rational decision. The policy approach is where organizations threaten consequences to change behaviors. Social marketing “offers an approach that brings together the most effective thinking from many different fields”.
Chapter 2 - Create a strategic and comprehensive social marketing strategy that is tailored to your specific target audience.
A. The chapter gave the example of administrators planning a program that no one shows up for, and gave a list of potential reasons that their target audience didn’t show up. It is important to research your target audience and pick a method of implication that will be most effective for that specific audience.
B. The “bottom line” of social marketing is behavior change. A social marketing campaign is not a true success unless someone takes the action that you were trying to provoke.
Chapter 3 - This chapter defines the P’s of social marketing – Price, Place, Promotion, Publics, Partnership, Policy, Purse strings – many of which differ from traditional marketing.
A. In traditional marketing, the product is a tangible object. Usually the goal of marketing is to convince consumers to change brands. In social marketing, the product is the behavior you want your audience to adopt. This could take the form of products, services, or practices.
B. When it comes to place, commercial marketing asks the question “Where/how can consumers get this product”? Social marketing asks the question “Where is the behavior available to the target audience”?
Chapter 4 - This chapter outlines the specific steps in the social marketing process, as well as some ethical issues to consider along the way.
A. The pretesting phase is an important step that allows you to test your messages and materials on members from your target audience. This step allows you to go back and forth between the design and pretest phases to determine what works best for your campaign.
B. One example of an ethical issue that the chapter brought up was a campaign that omits information about the included risks of adopting a certain behavior.
QUESTION : A topic that was repeatedly brought up throughout this first section was research. What tools and resources do administrators use to research their target audience?
Chapter 1: Social Marketing Basics
ReplyDeleteThesis: Social marketing uses commercial marketing techniques to convince the general public to adopt a behavior or belief that either benefits the individual or society as a whole, instead of just the designer of the message.
1. “The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.” (pg. 4)
2. “Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services.” (pg. 5)
Chapter 2: Not Just Business as Usual
Thesis: All social marketing follows a systematic process in which the consumers’ needs and wants are at the center of, and the end goal is behavior change.
1. “An effective social marketing program focuses on the consumer; all of its elements are based on the wants and needs of its target audience rather than on what the organization happens to be selling.” (pg. 11)
2. “The essence of social marketing is that you must target and research your audience to create a strategic, consumer-centered program.” (pg. 11)
Chapter 3: The Social Marketing Mix
Thesis: In addition to the four P’s of conventional marketing (product, price, place, and promotion), social marketing encompasses an additional 4 P’s: publics, partnership, policy, and purse strings.
1. Regarding ‘publics’- “If the head of your organization does not understand what social marketing is and why you need to do things differently from standard operating procedures, the program might never get off the ground.” (pg. 20)
2. “Media advocacy techniques, which influence or put pressure on policy makers or an industry through the generation of media attention, and other legislative advocacy such as lobbying can be effective components of a social marketing program.” (pg. 21)
Chapter 4: The Social Marketing Process
Thesis: The social marketing process consists of six stages: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback; all of which should constantly be reflected and improved upon at each stage.
1. “Social marketing is not necessarily a clear series of linear steps but rather a process of feedback and adjustment that might require revisiting past stages to make changes based on new information.” (pg. 23)
2. “The process involves research at every stage, with constant reevaluation to assess whether the program is on track.” (pg. 21)
QUESTION: What social marketing organizations currently exist/who are they funded by?
Section 1
ReplyDeleteChapter One:
1 Chapter 1 discusses aspects of what social marketing is and compares it with what it is not. It also distinguishes between some of its strengths and limitations.
2 A. As described in the text social media can be described as the “use of commercial marketing principles and techniques to promote the adoption of a behavior that will improve the health or well-being of the target audience or of society as a whole”.
B. Although individuals and companies use social marketing for many different things, the text argues that “ social marketing programs would not be effective for certain issues such as complex problems with many contributing or confounding factors, problems not under individual control and addictive disorders”.
Chapter 2:
1. Chapter 2 focuses on looking at behavioral changes and targeting audience to build a comprehensive strategy.
2. A. As said in the text “changing awareness, attitudes, and believes are all important steps on the path towards behavior change, but true success doesn’t occur until someone takes action.”
B. A major point when targeting an audience is to know that “there is no such thing as targeting the general public”. When promoting you must be very calculated to whom you are looking to reach and how best to reach them.
Chapter 3:
1. This chapter focuses on the 4 Ps of marketing and the additional Ps specific to social marketing. When combined and used correctly, these encompass the social marketing mix.
2. A. The 4 Ps of marketing include; product, price, place and promotion. All 4 Ps are universally used but depending on what type of marketing you are using they vary. I.E Commercial Marketing.
B. The additional Ps that social marketers use are; public's, partnerships, policy and purse strings. These additional Ps are used to create the complete social marketing mix.
Chapter 4:
1. Chapter 4 focuses on the stages in the social marketing process and how ethical consideration is an important aspect in the process.
2. A. The stages in the social marketing process include from the bottom up; analysis, strategic development, program and communication design, pretesting, implementation and evaluation/feedback.
B. When marketing a specific message, it’s important to keep in mind the message that you’re putting out there. Marketing can be used in both a positive and negative way, so it’s important to look at all aspects of the message to determine if it is potentially harmful or not.
Question:
With there being so many people in the world who come from so many different backgrounds, how can you know if something is completely “morally correct”? Some cultures find it extremely disrespectful for women not have their face covered, while others find it disrespectful to ask a woman to cover her face. Where is the middle ground?
Chapter 1—
ReplyDelete1. Individuals or organizations can use social marketing to produce an effective way to persuade people into a certain state of mind about a product, or idea.
2. A. A good example is the marketing of the phrase “911”—it’s located all over police cars, and in the media. Thus, people subconsciously know that is the number to call if you want to reach the police.
B. Social marketing is virtually everywhere. Although it might only be most noticeable when private organizations boast its uses to promote a certain beverage over another—it’s still also used to promote good and relevant awareness. An example of that would be an obesity campaign to get young kids active to stay in shape.
Chapter 2—
1. Social marketing is more than quickly surveying the general public about something they need, in order for it to be effective a process must be followed with the use of extensive research.
2.A. If the entire campaign’s idea is visible from the naked eye, it usually isn’t as effective. Whereas, an ad that really gets you thinking, and takes you time to break down the meaning of it—that’s the one that causes change, and shows that the social marketing process was followed.
B. A good idea is only effective if the proper research is done to implement it appropriately. Simply putting a catchy ad on a billboard won’t always cause change. Strategy is incredibly important.
Chapter 3—
1. In order to have a successful marketing campaign it is important to take into consideration the four Ps (as well as the four Ps of marketing)—simply making a creative ad would not be effective if all aspects of how to implement such an ad are not taken into consideration.
2.A. Making a product is not the difficult part—making it effective is. When planning the implementation of such a product, or campaign, it’s important to make sure it’s reducing the problem, easier to use, and more attractive to the audience.
B. After reading, one of the most important “Ps” is certainly “place”, it’s evident that with marketing in general so much has to do with geography. Knowing where to implement a product of campaign and which social group to influence is incredibly important. If “place” is not considered, the other “Ps” will really go down the drain.
Chapter 4—
1. Social marketing is in no way a series of clear steps, but rather a huge process that requires feedback and adjustment to past stages in order to make a successful campaign.
2.A. There are six general stages that need to be followed in order to make a successful campaign. Although they might seem like steps, they are all quite intertwined, and all involve several different types of activities.
B. Ethics are a large part of social marketing. In order to make sure a certain product is ethical, it is important to follow the process of marketing, and to stay consistent with the six stages mentioned in the chapter.
Question—In terms of what the textbook is telling us, social marketing is a process with many stages. Are we to assume that all marketing agencies follow the universal process we are reading about? Or do many agencies follow their own set of guidelines?
CHAPTER1
ReplyDelete(1) Social Marketing in this chapter is defined as how you can relate to your market and how you can get them to adapt to what you are promoting that will be most beneficial to the market as a whole.
1- Social Marketing is commonly used in society today to help people gain awareness of issues in our world.
2- Using social marketing can help narrow attention to a potential market, which ultimately makes it easier to focus on a smaller group.
CHAPTER2
(1) When using social marketing, it is key to have a strategic approach to what you want to get done.
1- It is important to make your market as clear as possible so that you can relate to your potential consumers as best as you can.
2- Social Marketing is to be directed solely on your customer and what they are looking for as the main priority.
CHAPTER3
(1) This chapter focused on the four “Ps”of the marketing mix and of social marketing.
1- The “Ps” in this chapter are are defined as Product, Price, Place, Promotion, Publics, Partnership, Policy and Purse Strings. These are all equally important when working with marketing in today's world.
2- Product placement can really have an impact in social marketing because people are more likely to buy something if it is readily available as opposed to having to search around the internet for it.
CHAPTER4
(1) Social Marketing is a planned out process and requires you to be ready any possible situation that may arise.
1- Social Marketing requires that you are always critiquing what is going on within your market, and adjusting what you need to keep satisfaction.
2- In Social Marketing, you want to limit change because change isn’t always something that can be easily adapted to. It is important to always keep your customers in mind when undergoing any type of change.
Question: How do you go about applying Social Marketing to an international market? Especially with the Olympics coming up, how can social marketing be most successful in situations like these?
Chapter 1
ReplyDeleteA. This chapter defines social marketing and its strengths and weaknesses
B. Organizations use social networking to help their issues and try to make people more aware of them.
C. Many issues have been advertised in social marketing (such as smoking, safe sex, etc), but this doesn’t mean the issue is being resolved.
Chapter 2
A. This chapter focuses on strategy and making sure you have the correct target audience.
B. Behavior and attitude change is extremely important and key for the right action approach and success.
C. The right research must be done to narrow down your crowd and reach out to a specific group of people
Chapter 3
A. This chapter explains the 4 P’s of marketing as well as the 4 P’s especially for social marketing
B. The product and how it is promoted is very important. The brand needs a clear message and attraction so it won’t go unnoticed.
C. The right target audience must be reached and succeed, behavior must be available to this audience.
Chapter 4
A. This chapter focuses on the steps in the social marketing process and how they should continuously be reviewed and repaired throughout the process
B. The stages of social marketing process are analysis, strategy development, program and communication design, pretesting, implantation, and evolution and feedback.
C. The outcomes of your planning should always be ethical and positive, you don’t want to move backwards and evaluating the project constantly will allow you to improve.
Question: What campaigns have came up with their own way to social market, not following these traditional stages, and were they successful with it?
Chapter 1 Social Marketing Basics.
ReplyDelete1. This chapter defined social marketing as the promotion of a behavior that will improve the health and well being of the target audience or of society as a whole.
1A. Social marketing focuses on its consumers, market research, and a systematic process to develop a marketing program. The benefits of this systematic process must accrue to the individual or society rather than to the marketer's organization.
1B. Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services.
Chapter 2 Not Just Business As Usual
2. The bottom line for social marketers is behavior change, and they must research and focus on their target audience while developing their systematic process
2A. Social marketers must specify their target audience as precisely as possible first. They must talk to, as well as listen to, what the target audience wants and needs to change their behavior.
2B. The social marketing approach is based on research and strategic forethought all while looking at the issue from the consumers' point of view. Social marketers must base their research off of the questions that they ask their target audience.
Chapter 3 The Social Marketing Mix
3. This chapter centers around how your social marketing campaign must appeal to your audience and meet its needs.
3A.To do this you must factor in the "four Ps" of marketing. First the product, the behavior you want them to adopt, and the price, what the target audience must give up in order to change. Then the place, the where and how the target audience will obtain the product, and lastly the promotion, how you motivate your target audience to change this behavior and keep performing it after your campaign.
3B. Social marketing adds in four additional Ps. There are publics, the target audience, policy makers, "gatekeepers", staff, supervisors, and everyone else involved with the campaign that must always be informed, and any partnerships, the teaming up with other groups as a way to access their target audiences. Thirdly, policy, making sure the environment around the target audience supports that change for the long run, and purse strings, the funds provided by sources such as foundations, governmental grants, and donations.
Chapter 4 The Social Marketing Process
4. Social marketing is a process of feedback and adjustment that might require revisiting past stages to make changes based on new information which consists of research at every stage.
4A. Stages 1 through 3, analysis, strategy development, and program and communication design, center around the workable strategy for effecting behavior change. This workable strategy comes from the overall messages that are conveyed to the audience from the research of the problem being addressed, the target audience, and the surrounding environment.
4B.The pretesting stage tests these messages and materials to determine what works best to accomplish the program's objectives. After that, the implementation stage is where the program is introduced to the target audience, and the evaluation and feedback stage assesses the effects of the program as a whole.
Question
Once the process is implemented and then evaluated, does the campaign just stop there or can they revisit and revise and try again on the same target audience? After the evaluation of the campaign, does it just end?
1. Chapter one defines social marketing, its functions and capabilities.
DeleteA. The chapter discusses the difference between social and commercial marketing. Coca-Cola is a company trying to change the behaviors of their viewers, but because the company benefits it is considered commercial marketing.
B. The function of social marketing is to “effect and sustain healthful or socially beneficial behavior change, increase program use, or build vices.” Social marketing is purely for the benefit of the people rather than to create a profit.
2. Chapter two describes the importance of defining a target market and how it changes the organizations actions.
A. Researching an audience is important because your target group will react differently than the rest of the population. Each distinct group needs to be identified and approached differently.
B. “Listening to the audience” proved to be beneficial for the American Legacy Foundation’s Truth Campaign by researching teens values. Rather than showing them the negative health effects the organization worked with them to deflect their attention from rebellion and to focus on the tobacco companies.
3. Chapter three describes the similarities between commercial and social marketing, with the shared use of the “four P’s” marketing mix.
A. Much like marketing for a profit, social marketing needs to position their product to show the consumer “what’s in it for me?”. The consumer needs to know what benefit they will receive before they will change their behavior.
B. One of the new “P’s” is policy. A different, and more forcefully, way to change peoples behavior. By changing a policy, the public is forced to change what they do to avoid punishment. Media advocacy techniques target these policies to motivate the public.
4. Chapter four describes the social marketing process and what to consider with new information.
A. There is a six step process describing in detail the different activities that must take place to successively market social change. These steps include an Analysis, strategy development, program and communication design, pretesting, Implementation, and evaluation.
B. Social marketing can have either a good or bad effect on the public’s health and well-being. The series of steps taken will be all for nothing if only problems arise.
QUESTION: How are the ethics of social marketing measured and what determines them to be positive or negative?
Chapter One
ReplyDelete1. Social marketing has emerged as an effective way of persuading people to voluntarily adopt healthy behaviors through the use of commercial marketing principles and techniques which has strengths and limitations.
2a. Social marketing has been used to address some of the major health and behavioral concerns society is faced with such as HIV/ AIDS, child abuse, and pollution.
2b.Social marketing cannot be expected to solve every type of health and social problem. There are some issues that are too complex with various different factors that are not under individual control such as genetic flaws and addictive disorders.
Chapter Two
1.It is crucial that social marketing targets a segmented audience with a communication method that best suits the targeted group through varied strategies.
2a.Researching the audience allows markets to effectively reach their desired audience. By taking and listening to the people in their target audience marketers can find out what they want and need as well as what will be the preferred method of adopting a behavioral change.
2b. Building a comprehensive strategy allows social marketers to not only focus on the communications piece. Instead they are pushed to delve deeper into campaign development and create a well-formulated marketing mix, which ensures that the marketing piece of social marketing remains at the forefront.
Chapter Three
1. The social marketing mix incorporates the traditional “4p’s” of marketing as well as adding more “P’s” of their own in order to become the most effective social marketers.
2a. Product, Place, Promotion and Price still have their value in social marketing. However they are “adapted to fit social marketing and are used somewhat differently from how they are used in commercial marketing.”
2b. Publics, Partnership, Policy and Purse strings further expand on the marketing mix. They are used to suit the unique needs of social marketing.
Chapter Four
1. The social marketing process is a non-linear process that involves research at every stage in order to keep the program on track and make sure that ethical considerations are always addressed.
2a. Although the process is non-linear six steps have been identified in order to best facilitate the social marketing process. Analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback all serve to evaluate the needs of the process at every step.
2b. Social marketing can be used to either good or ill effect. Each aspect of the process must make sure to consider whether it has the potential to do harm in any way.
Question
How does the limitation of social marketing stating that “a social marketing program would not be effective for certain issues such as complex problems with many contributing or confounding factors, problems not under individual control, and addictive disorders,” play into issues being addressed with social marketing such as drug abuse and smoking?
Chapter 1. Chapter 1 discusses social marketing, the strengths and the weaknesses, and how it may impact social change in society.
ReplyDeleteChapter 1a. Organizations use social marketing to influence and educate about the issue at hand. Many different organizations promote through social campaigns however making the change aware to the public it may not have a major impact on society right away.
Chapter 2b. The awareness through social marketing campaigns allows people to change in a positive way although the choice remains up to tem and it may not work.
Chapter 2. Chapter 2 discusses the strategy and planning and how important this is in targeting the right affected audience.
Chapter 2a. Targeting a proper audience should be as precise as one can be. Targeting a “general audience” is not as affective as targeting a smaller group and try to meet their needs.
Chapter 2b. As mentioned prior, targeting a precise audience is a key factor towards behavior change. One needs to meet the smaller groups needs rather than promoting to a larger group to have a better chance for behavior change.
Chapter 3. Chapter 3 discusses the 4 P’s of social marketing and the 4 P’s of marketing.
Chapter 3a. Social marketing differs in a way where this usually is used for targeting people’s behaviors and how to change them. Marketing deals with a tangible product and how people change from that specific product to another.
Chapter 3b. Social marketing depends on how much the promotion of that product has an impact on the audience.
Chapter4. Chapter 4 discusses the impact morals and ethics have on the stages of social marketing process.
Chapter4a. There are 6 stages in the process of social marketing and they are listed as, analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback.
Chapter4b. Dealing with one of the main points of the chapter it is important to have a positive moral and ethical impact on the audience when promoting a product.
3. Question: Will social marketing continue to develop as new generations arise and new audiences come up?
Chapter 1:
ReplyDelete1. Social marketing is a process that uses marketing strategies that commercial or for profit businesses may use in order to influence or try to help solve a social or health problem.
2. Social marketing, unlike traditional marketing, has a key characteristic that its purpose is to benefit the individual or society rather than the organization. Social marketing cannot be expected to solve every health and social problem; it has limitations, whereas it is not effective for complex problems, problems not under the individuals control, or addictive disorders.
Chapter 2:
1. Social marketing is different from regular business since it requires researching the target audience in order to understand how to best influence behavior change by following a systematic process.
2. It is not sufficient to just focus on the communications piece to social marketing. Social marketing must comprise of targeting your audience, dividing your audience into subgroups, researching the subgroups, and finding what ways will best serve these groups as your clients. Building a comprehensive strategy, following a systematic process, and developing a social marketing mind-set will all help you reach your bottom line; behavior change.
Chapter 3:
1. When designing a social marketing campaign, not only do the traditional 4P’s of marketing (product, price, place, promotion) have to be taken into account, but the additional social marketing Ps of publics, partnership, policy, and purse strings are crucial in developing a successful program.
2. Social Marketing is effective only when the entire social marketing mix (the traditional 4Ps as well as the social marketing Ps) not just the promotion piece, is taken into consideration when developing the plan. The 4Ps must also be put into a social marketing context, whereas each of the elements is considered in terms of the desired outcome or behavior change. In a social marketing context, there are key things at each of the stages to take into consideration; for example the “product” in this sense is the behavior you want the audience to adopt and this must be positioned appropriately.
Chapter 4:
1. The creation of a social marketing program can be broken down into six steps that focus on the process of feedback and adjustment that might include going back to previous steps and making necessary changes to better improve effectiveness.
2. The six steps of the social media process include: Analysis, Strategy Development, Program and Communication Design, Pretesting, Implementation, Evaluation and Feedback. All of these steps, and the entire process as a whole, relates to the target audience and relies heavily on research in order to make a cohesive plan.
Question: What are some examples of nonprofit organizations that have used social marketing inadequately- meaning what are some nonprofit organizations that have claimed they have used “social marketing” when really they were misinformed about the true definition of the statement?
Chapter 1-
ReplyDelete1. This chapter outlined social marketing, what is not social marketing, how it can be used, and a basic understanding of its strengths and weaknesses.
2. A- Social marketing is a systematic approach to encouraging a widespread cultural change in behavior. This change in behavior is beneficial to the community, not the organization supporting the change.
B- Since the emergence of social media, there has been a widespread confusion and muddling of the term. Many people fine social media marketing and social marketing to be synonymous, although they are in fact quite different.
Chapter 2-
1. This chapter addresses the systematic process that a successful social marketing plan relies on.
2. A- Success in a social marketing campaign comes from research. Finding out what your target audience wants, and how to reach them successfully are two of the most important factors when trying to implement a social marketing plan.
B- A successful social marketing campaign is comparable to an iceberg. The visible portion represents the communication methods used, while below the surface is the supporting hard work and research that supports the entire program.
Chapter 3-
1. In chapter 3 we learned about the 2 sets of the 4 p's of social marketing, and how to successfully apply each of them.
2. A- Success starts with defining your product. Make it clear which behaviors you want people to adopt or avoid.
B- Identify the price, whether it be fiscal or habitual. The effort required by the audience will influence their willingness to participate and change their behavior.
Chapter 4-
1. This chapter dips in to the steps (arranged as a pyramid) that go in to creating your successful social marketing campaign.
2. A- The first step is one of the most important arguably- analysis. Without this step you lack the proper understanding of your audience and their relation to the issue, therefore you have no guidance for your campaign.
B- This pyramid is not a set structure, there is an inherent ebb and flow between all the processes. Social marketing involves a certain amount of trial and error to find the right balance with the best results.
Question- What is the absolute strength of social marketing- i.e what is the biggest change you could ask of a massive group of people and still expect to see results. (Somewhere along the lines of a revolution)
Chapter 1
ReplyDelete1. In the first chapter, the book presents us with its full definition as to what social marketing is; both its positives and negatives are given to us so that we can shape a full understanding of the definition.
2a. “professionals and policy makers are finding that social marketing offers an approach that brings together the most effective thinking from many different fields in a systematic process.” This quote adds to how companies and causes are using the route of social media to get their point across to mass amounts of people.
2b. “The key characteristic that distinguishes social marketing from commercial marketing is its purpose; that is, the benefits accrue to the individual or society rather than to the marketer’s organization.”
Chapter 2
1. The second chapter shifts gears to researching how to get your point across through identifying a target audience and compiling research upon how to reach them most affectively.
2a. There is a section that discusses what the main objective or “bottom line” of social marketing is. It claims that if your market strategy does not cause people to make a change, then you have failed to reach your target audience.
2b. With new advances, there so are ways to filter through the masses to find the specific people you are trying to target. “The social marketing method of segmentation advocates dividing your audience into different subgroups and developing strategies specifically for one or more of these groups.”
Chapter 3
1. All of the 8 “P” strategic factors (price, place, product, publics, partnerships, policies,, purse strings, and promotion) contribute towards creating an attractive social marketing campaign that directly connects to the wants/desires of the audience and their questions.
2a. When coming up with a marketing strategy, it is crucial to consider the internal and eternal audiences. One must learn to use those who have a strong influence on the target audience in order to urge a behavioral change.
2b. Product placement plays a huge role in the success of a social marketing campaign. The product has to be positioned to show its key benefits relative to the competition. A successful camp gain will cause a consumer to make the decision to chose you over another.
Chapter 4
1. This chapter lays out a set of guidelines for a successful camp gain through structure program development; each part of the strategy must happen at a certain time in order for success to strike.
2a. “The social marketing process consists of six general stages, each of which involves several different types of activities: analysis, strategy development, program and communication design, presetting, implementation, evaluation and feedback.”
2b. Social marketing campaigns are not as easy as one may think, timing is a crucial. “Preparation is essential for success and implementation must be monitored to ensure that every element proceeds as planned”
Question
When reviewing a social marketing campaign, how is success measured? What are the goals or standards that must be met in order for the term “successful” to be given?
Ch 1.
ReplyDelete1. Chapter discusses what social marketing is and gives examples, as well as discussing what social marketing is not.
2. a) social marketing has emerged as an effective way of persuading people
to voluntarily adopt healthy and prosocial behaviors for issues that may require more than just
laying out the facts
b) Social marketing is at its best when used to effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services
Ch 2.
1. Here we learned how to study your audience and make a strategy.
2. a) only a small part of the strategy is visible, with the bulk of the hard work
that went into it only clear once you dive deeper into the campaign development.
b) there is no such thing as targeting the general public.
Ch 3.
1. ALL HAIL THE P's!!! We learn about product, price, place, promotion, publics, partnerships, policy, and purse strings.
2. a) A common misstep is to focus only on the promotion piece, ignoring the rest of the Ps, thereby creating a communications— and not a social
marketing— campaign.
b) If motivating people to change their health or social behavior were as easy as convincing them to switch brands of toothpaste, there would be no need for the subfield of social marketing
Ch 4.
1. Here we learn the stages of the social marketing process and the ethics of it.
2. a) Beyond just good intentions, its purveyors have a societal duty to carry out their mission in an ethical manner.
b) Not all ethical issues are so cut-and-dried
Question: I am interested in hearing about some cases where social marketing has been used unethically.
Chapter 1 – “What is Social Marketing?”
ReplyDeleteThesis: Social Marketing is the use of marketing methods to promote behaviors resulting in positive social change.
Support 1: Social marketing is not using marketing to promote a nonprofit organization, nor is it creating an educational television commercial that does not reach its target audience. Social marketing only exists when it promotes behavioral changes that benefit the person or community.
Support 2: Social marketing is also not social media marketing. It can involve social media, but the mere act of using social media does not constitute social marketing unless it intends to promote positive social change.
Chapter 2 – “Not Just Business as Usual”
Thesis: You need to have a targeted message promoting a specific behavior change.
Support 1: Awareness campaigns may change attitudes, but they often do little to change behavior.
Support 2: The one-size-fits-all strategy is ineffective for most people. Choose a specific and distinct group most relevant to your program’s goals. Create different communication strategies for each group you wish to persuade.
Chapter 3 – “The Social Marketing Mix”
Thesis: The Social Marketing Mix involves eight strategic elements: Product, Price, Place, Promotion, Publics, Partnership, Policy, and Purse Strings.
Support 1: The product in a social marketing campaign is the behavior you are advocating. You need to define specifically what your product is by considering the desired result.
Support 2: When carrying out a social marketing campaign you need to consider what the cost to your audience will be for performing the behavior, the “price” part of the Social Marketing Mix. Research can identify what the price is so you can set about proving that the benefits outweigh the costs.
Chapter 4 – “The Social Marketing Process”
Thesis: Social Marketing is a process.
Support 1: There are six stages in the process: Analysis, Strategy Development, Program and Communication Design, Pretesting, Implementation, and Evaluation and Feedback.
Support 2: Ethics must be considered during each step of the Social Marketing Process. If there is ever going to be harm on people, or the persuasion involves deceit and manipulation, then it is better for the program not to exist at all.
Section 1 Question
Is social marketing the same as propaganda?
Question:
ReplyDeleteChapter 1:
1. This chapter defines what social marketing is and what it is not, as well as the strengths and limitations of social marketing.
2.
A) Social marketing is a powerful and persuasive tool because it is used to bring about changes in the behaviors of the target audience. For it to be effective social marketing, it must be done systematically following a process.
B) Social marketing is beneficial because one can use the same guiding principles and processes for different purposes but it has its limitations because it may not be effective for every issue or for complex issues.
Chapter 2:
1. Regardless of the goal, social marketing requires following a systematic approach: Which involves gathering information, identifying your audience, being critical, and developing a strategy.
2.
A) Identifying and researching your audience is very critical in social marketing. One must know who it is that they want to target and influence a behavior change on. Gathering research on this audience is also important because “the typical approach to program development is that program administrators base messages and strategies on what they think the target audience needs to know”
B) Thoroughly thinking through a strategy is absolutely necessary because that is what allows you to take that route that makes the most sense and what might be the most helpful way to approach the issue. “Social marketing provides a systematic process to follow that ensures that programs are based on research rather than on one person’s idea of what looks good.”
Chapter 3:
1. There are eight primary strategic elements that need to be carefully considered for a successful social marketing program or campaign: product, price, place, promotion, publics, partnerships, policy, and purse strings.
2.
A) Creating a “hypothetical benefit ladder” is a way to design your product so that it is more the target audience understands its purpose, attributes and benefits. People want to understand why the product is necessary.
B) Place is a strategic element because you need to get your message or product out to a target audience. It would make sense to consider, how or where it is that you want these messages to be distributed to the target audience
Chapter 4:
1. Social marketing is a process that involves six stages that should be evaluated and reevaluated for a successful program.
2.
A) Analysis allows for one to understand what it is that they want to address so that they have a clear focus on how to tackle/improve the issue. Strategy follows analysis, building off of that stage, there is more clarity for the direction and approach to take.
B) Another important stage in the process is the evaluation stage. Evaluation is necessary throughout the entire social marketing process, and also important in the end, so that the program can be as successful as possible. Without reflection and evaluation, there can be no real improvement.
QUESTION
What have been some of the most effective or widely used strategies, in genera,l that successful social marketing programs have used?
Chapter 1:
ReplyDeleteThesis: Social marketing employs similar techniques and principles as commercial marketing, but differs in that the end goal is to benefit a target audience or society rather than the marketer’s own self-interest.
• Organizations like the USDA, the EPA and the CDC use social marketing in their “education and prevention efforts.” These projects are not aimed to benefit the organizations themselves, but to improve the health and well being of society.
• Since social marketing focuses on promoting a change in behavior, it utilizes concepts from many fields such as behavioral economics, social psychology and anthropology.
Chapter 2:
Thesis: The success of a social marketing campaign is measured by action (the amount of people that adopted the desired behavior) and a strategic and organized approach is the best way to achieve results.
• Raising awareness and getting information to the public isn’t always enough. It is necessary to divide the population into subgroups and use different tactics to communicate your message to each group effectively.
• It is important to have a systematic plan to deliver your message to these audiences. Research will inform these decisions but it is also necessary to be flexible: social marketing is an ever-evolving process.
Chapter 3:
Thesis: The “8 P’s” are a combination of four traditional commercial marketing techniques and four specific social marketing techniques, all of which are essential to produce a successful social marketing campaign.
• The traditional “marketing mix” consists of product, price, place and promotion.
• Social marketing also considers publics, partnership, policy and purse strings.
Chapter 4:
Thesis: The basic framework for implementing a successful social marketing plan includes six general stages: analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback.
• This process is not necessarily linear; sometimes it is necessary to return to a stage in order to make changes or corrections.
• It is important to evaluate each step of your plan to consider potential harms: “behavior change is serious business.” (p. 25)
Question: Since the book’s definition states that social marketing will promote behaviors that will IMPROVE something, wouldn’t social marketing campaigns with an ill effect just be considered commercial marketing campaigns? What is the point of producing something if it doesn’t benefit ANYONE?
Chapter 1:
ReplyDelete1. This chapter introduces social marketing and it includes what social marketing is as well as what it is not.
2.
A). Some examples of who uses social marketing are the national cancer institute, universities, and national non-profit organizations.
B). Social marketing is intertwined with disciplines like anthropology, psychology, and public health.
Chapter 2:
1. The main argument of this chapter is that social marketing focuses on behavior change and helping clients design a plan of action that will lead to behavior change.
2.
A). In order for social marketing to be effective and motivate behavioral change, social marketers need to focus on the audience they are trying to appeal to.
B). Social marketing is centered on the costumer and social marketers work with their clients to benefit them, not just to benefit their organizations.
Chapter 3:
1. This chapter emphasizes the importance of the four P's in social marketing and also introduces an additional four P's that social marketing utilizes in order to develop a successful plan of action.
2.
A). The way that a product is positioned must provide the customer with benefits that over weigh the competition product.
B). The placement of a product or campaign must be easily accessible for the audience because the audience will not go out of their way to encounter the product.
Chapter 4:
1. This chapter discusses the six stages of social marketing and describes the importance of ethical aspects.
2.
A). Analysis is the first step in the social marketing process and it focuses on understanding what problems will arise that will get in the way if improving the main issue.
B). The final step in the social marketing process is evaluation and feedback, which views the effects of the program at each step in order to improve.
Question:
What is the best way to place a product in order for the audience to get a good sense of the benefits they will receive?
Chapter one
ReplyDelete1. This chapter discusses the basics of social marketing by giving the reader a basic definition and goes into detail about what social marketing is about and what it is not.
2a. In this chapter it is explained that social marketing is a very helpful tool when you are trying to solve health and social problems. Social marketing is a way to effectively persuade people into accepting new healthy behaviors that will benefit the individual or society over the marketing organization.
2b. This chapter also describes what social marketing would be ineffective at. For example the author talks about how this strategy would not be effective for dealing with certain types of complex problems like genetic flaws. These types of problems are out of peoples control so it wouldn't make sense to use social marketing to try and fix it.
Chapter 2
1. This chapter talks about how to create a effective social marketing campaign by knowing how to fully reach your audience.
2a. One way to effectively reach your audience is to divide your target audience into sub-groups. People retain information differently so it is important to make sure that your are appealing to people in way that all resonate. Dividing people into sub categories allows the social marketers to tailor a campaign directly for them.
2b. Research is a very useful tool in social marketing because it allows the marketer to learn about the people they are trying to persuade. The more you know about someones interests and beliefs the easier it is to create a campaign that will capture their attention. As stated on page nine "Research forms the cornerstone of social marketing".
Chapter 3
1. This chapter talks about how social marketing incorporates the traditional marketing mix (product, price, place, promotion) with the four p's of social marketing (publics, partnership, policy, purse strings).
2a. The chapter talks about how the social marketing product is the desired behavior change that you are looking for, from your target audience. You need to be very specific when defining your product so that the behavior you are trying to instill can be easily observed.
2b. The placement of your product is also very important. In social marketing it is important to show the benefits of your product relative to the competition. Competition can be many things in social marketing, this includes other behaviors or just not adopting the new behavior.
Chapter 4
1. This chapter describes social marketing as a step by step process that if done correctly will ensure that each critical piece occurs at the correct time, while also addressing the ethical considerations that exist within the social marketing process.
2a. It is important to start this process with the analysis phase. This phase allows for you to understand the factors that are likely to play the largest role in improving your issue through effective research.
2b. From an ethical standpoint it is very important to consider all aspects of your campaign to make sure that there is no potential for you to cause harm. for example it is not ok to leave out potential risks to adopting a specific behavior.
Question: What are some examples of successful social marketing campaigns on a country wide scale and what specific steps did people managing these campaigns take to bring about such a large level of success?
Chp 1.)
ReplyDelete- Social marketing is described as a tool of persuasion to adopt healthy habits and what is effective in doing so, which has its limitations.
a. "use of social marketing principles and techniques to promote the adaptation of a behavior that will improve the health or well being of the target audience or of society as a whole" explains social marketing.
b. Social marketing has proven to be specifically helpful with health campaigns such as HIV/AIDS, breast cancer, family planning, child abuse, and more.
Chp 2.)
-Explains how "awareness" is not all that needs to be done in order to induce change in behavior.
a. "there is no such thing as targeting the general public." There must be a precise target audience each requiring unique forms of communication strategies.
b. Social marketers must talk to and learn as much as possible about their target audience. This research can cause a "bottom-up" approach to what is needed, starting with the people being affected.
Chp 3.)
- Explains the "Four P's" of marketing and how they are to be used appropriately is social marketing.
a. In social marketing, it is very important not to focus only on the promotional pieces of the four p's. Instead, emphasis must be placed on the other aspects as well.
b. While product is very important in any marketing strategy, social marketing of a product means having to position it in the right way for it to be positively effective and answer the consumers question of "what's in it for me?"
Chp 4.)
- Explains the social marketing process and stages used to implement and assess itself.
a. Analysis, strategy development, program and communication design, pretesting, implementation, evaluation and feedback are all stages to keep a social marketing plan on track.
b. Social marketing can be used in many ways, not always being the most ethical, so it is important to keep a positive end goal and be able to continue to adapt.
Question: What will be the future of social marketing in relation to the rapid growth of technology and culture?
Chapter 1
ReplyDelete1. This chapter clearly introduces basic concepts about social marketing that we will need to understand the deeper, more complex ideas.
2. a. The second section is solely dedicated to defining social marketing. It clearly explains what it is, what it accomplishes, and different ways that it is applied in the world today.
b. Another section goes over the strengths and limitations of social marketing. It gives us a grasp of which situations in which it will be appropriate, and which situations would not be as appropriate.
Chapter 2
1. Chapter 2 walks us through the process of setting up an effective social marketing campaign by explaining the basic fundamentals such as audience targeting, audience research, and strategy building.
2. a. In an early section in the chapter, the process of targeting an audience is clearly explained. It goes over the basics and instructs readers to define their audience as clearly as possible.
b. The chapter then explains how to follow a systematic process when setting up your marketing campaign. It uses the Springfield Blister Council as an example of an effective social marketing scheme.
Chapter 3
1. This chapter focuses on what the book calls the "social marketing mix" by listing then explaining eight specific aspects of the process.
2. a. The first page of the chapter lists the concepts that it will further define. The eight steps given are product, price, placement, promotion, publics, partnership, policy, and purse strings.
b. Each of the eight topics is given an in depth explanation of what the topic is dedicated to and how it is used effectively. Each topic is also accompanied with real world examples of where is it used, which is very helpful.
Chapter 4
1. The entire social marketing process is review in chapter 4; it walks through six stages (much like chapter 3 did with the social marketing mix).
2. a. Like chapter 3, the first page simply lists the six stages of the chapter topic. This gives the reader a very basic idea of where the chapter will be going and of what the process entails.
b. The stages are then further explained with more detail. There is also a small pyramid grid for readers to use as a visual aid when trying to understand to process. The chapter ends with ethical considerations in the social marketing process.
Part 3
Question: These first four chapters seem extremely vague and brief. I want to know more specific about the evaluation process in the social marketing process because it is involved in every step. What are the specific steps and strategy involved in the social marketing process?
This comment has been removed by the author.
ReplyDeleteChapter 1
ReplyDeleteThesis: This chapter defines what is and is not social marketing and many of its common uses.
-Social marketing is used in our world today to make people aware of current safety and health issues.
-Organizations such as the US Environmental Protection Agency utilize social marketing to aware the public of current issues they want to resolve.
Chapter 2
Thesis: This chapter focused on the importance of identifying and understanding who your target audience is.
-Different marketing strategies must be used for each target audience as they all have their own set of needs.
-In order to identify these needs the marketing team must conduct research before they can create the marketing strategy for the project.
Chapter 3
Thesis: When creating a social marketing campaign there is a distinct strategic process you must follow
-A large part of this process is defined as the 4 p's of marketing: product, price, place and promotion.
-Beyond the 4 p's this chapter also addressed publics, partnership, policy and purse strings which are just as important in todays world of marketing.
Chapter 4
Thesis: This chapter defines the stages throughout the social marketing process.
-The social marketing process has six stages: analysis, strategy, development, program and communication design, pretesting, implementation and evaluation and feedback.
-Beyond following these six stages one must also take ethics into consideration and ensure that their project is going to be utilized for the good.
Question: How is the success of a social marketing campaign measure? Is it personal to each campaign or are there standards of success for all?
Chapter 1:
ReplyDelete1. This chapter describes what social marketing is, what it isn't, and its strengths and limitations in society.
2.a. Social marketing allows us to create a brand through its use of techniques and marketing principles that promote the adaption of a behavior.
b. It can be used to create awareness and relay information. Although, it cannot be expected to solve every type of health and social problem.
Chapter 2:
1. There is not a universal approach to social marketing, your strategy must be tailored to your target audience.
2.a. It is important to research your audience because there are different approaches for different demographics. For instance, you may target a male much differently than a female, and a child differently than an adult.
b. An effective strategy allows only a small part to be visible (like an iceberg). A large part of a comprehensive strategy is the research behind it.
Chapter 3:
1. This chapter focuses on the marketing mix and four P's of traditional marketing, and the four additional P's of social marketing.
2.a. The marketing mix focuses on the product, the price, the place, and promotion. These are considered in the planning process and they help to guide research. The additional four P's were adapted to social marketing and include: publics, partnership, policy, and purse strings.
b. The product that you are marketing must be identified before it can be positioned. What behavior are you trying to encourage? And will this product solve a problem? Positioning includes creating a niche and targeting a specific audience.
Chapter 4:
1. This chapter discusses the process of social marketing and relevant ethical considerations.
2.a. The six steps of the social marketing process include: analysis, strategy, development, program and communication design, pretesting, implementation, and evaluation and feedback.
b. Ethically, social marketing can be used for good or bad intentions. It is important for a strategy/ process to be designed and implemented in an ethical manner.
Question: How is the social marketing process evaluated and how is success measured?
Chapter 1
ReplyDelete1. This chapter describes how Social Marketing uses the principles and techniques of commercial marketing to promote a change in behavior that would improve the health or well being of society as a whole, or a specified targeted audience.
2A. Social marketing and commercial marketing differ mainly in their purpose; “the benefits accrue to the individual or society rather than to the marketer’s organization”
2B. Social marketing cannot be expected to solve all problems, it is best used to “effect and sustain healthful or socially beneficial behavior change, increase program use, or build customer satisfaction with existing services”
Chapter 2
1. This chapter describes how social marketing must use certain techniques to promote their message, as informing the audience on a subject does not always give them the incentive to make action.
2A. “Research forms the cornerstone of social marketing and makes program development a bottom-up process with guidance coming from the target audience rather than the usual top-down approach”
2B. “An effective social marketing program focuses on the consumer, all of its elements are based on the wants and needs of its target audience rather than on what the organization happens to be selling.”
Chapter 3
1. This chapter talks about the 4 Ps of social marketing (Product, Price, Place, and Promotion) in addition to the 4 Ps of the traditional marketing process (Publics, Partnership, Policy, Purse strings).
2A. In order to best promote your product “show how your product is different by creating a niche for it… or by identifying the benefits that make it more appealing than the competition.”
2B. “Identify the attributes and benefits that can help position the product in the minds of the target audience. An Attribute is an objective fact describing the product, whereas a benefit tells you the value that the consumer gets from the attribute”
Chapter 4
1. This chapter describes the ethics and numerous stages of the social marketing process, including analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback.
2A. Firstly, to initiate an efficient social marketing program, you need to “understand the problem you are addressing, the audiences you are targeting, and the environment in which the program will operate.” “ The research results are used to develop a workable strategy for effecting behavior change.”
2B. “It is preferable to do nothing rather than to implement a program that makes matters worse. For example, manipulating, coercion of any form, or deceiving people never can be justified”
Question: How strictly are the stages of the social marketing followed and how will they change in future years as our technology and society further develop?
Chapter 1-
ReplyDelete1. This chapter describes the nature of social marketing, and explains the importance of talking to your audience to find out what it is they want.
2a. Social marketing is described as a method of ethical persuasion with the desired outcome of adopting healthy and prosocial behaviors. This socially conscious purpose is the main thing that separates social marketing from commercial marketing.
2b. The well intentioned person can employ a social marketing campaign without consulting their target demographic. The text used the example of a health educator creating a TV commercial without talk to the people he is trying to reach.
Chapter 2-
1.This chapter explains how important knowing your target audience is, and that you must create a unique marketing strategy for them to achieve a behavioral change.
2a. The text says that the first lesson in marketing is that you can not target the general public. Instead, you must specify the audience you wish to address.
2b. If you are doing a social marketing campaign, you must be very clear about the behavior you are trying to affect. “Success does not come until someone takes action.”
Chapter 3-
1. This chapter explains the different factors that must be considered when designing a social marketing campaign.
2a. The 4 Ps of marketing are Product, Price, Place, and Promotion. They work with commercial and social marketing. In social marketing, the product could be a behavior you want to be adapted.
2b. Social marketing adds its own 4 Ps to the existing 4. These are Publics, Partnership, Policy, and Purse Strings. These emphasize their may be outer influences on the consumer from outside sources.
Chapter 4-
1. This chapter explains the processes and steps in a typical social marketing campaign, and potential for good or ill results.
2a. There are six general stages- Analysis, Strategy Development, Pretesting, Implementation, Evaluation and Feedback. You must understand the problem you are addressing, use research results to develop a strategy, follow and communicate this strategy, pretest to see if you are successful, implement the strategy to the target audience, and then finally receive feedback.
2b. Behavior change is immoral if it is coerced against the participants will. If you offer an impoverished women a lot of money to become sterile, you have first her to make a choice she would not have made on her own.
Question-
Is there some type of review board that decides if campaigns are to manipulative? For example, subliminal advertising.
Chapter 1
ReplyDelete1: Social marketing is becoming an increasingly useful and prevalent tool for organizations trying to effect and sustain some kind of positive behavioral change where traditional methods of persuasion have fallen short.
2a: Traditional techniques like educational and policy approaches have worked in some areas, like cutting down on drinking and driving and seatbelt wearing. However, they have been unable to effectively bring about behavioral change for issues like smoking.
2b: Social marketing combines a number of different disciplines including “anthropology, social psychology, design, public health, behavioral economics, and persuasive technology” in order to bring about these positive health changes (4). This innovative conglomeration of disciplines “keeps the field dynamic and brings the best thinking about behavior change in a cohesive process” (4).
Chapter 2
1: The social marketing approach differs greatly from health and human service organizations by following a systematic process of identifying and considering a target audience, research, a comprehensive marketing strategy, considering the most effective messages for that audience, and evaluating past successes or failures.
2a: While traditional health and human service organizations rely primarily on simply providing all of the facts, and assuming they have all the answers, social marketing approaches realize this method can be ineffective. Social marketing campaigns, on the other hand, understand the importance of talking to, and researching a target audience in order to create more effective methods of persuasion.
2b: An ineffective Blister Prevention campaign, which failed to evaluate its messages for effectiveness, and analyze reasons for past failures, will remain ineffective regardless of the time dedicated to the campaign and the spread of knowledge. By creating a comprehensive strategy based on research, their campaign could have identified its most important and powerful messages in order to create a more successful campaign.
Chapter 3
1: Not only has social marketing adapted the traditional four P’s of marketing into their planning processes, they have also added a new set of P’s to consider in order to create successful campaigns: publics, partnership, policy, and purse strings.
2a: While they are incorporated in the social marketing process, the traditional four P’s of marketing are used somewhat differently by social marketing. While the price piece is often imagined as a monetary price, social marketing’s “price” usually “…involves intangibles such as time, effort, and old habits” (16).
2b: Four additional P’s have been created that are incorporated into any successful social marketing campaign. One of these are Publics, which consider internal and external groups involved in the process. For example, they take into consideration, not just the target audience, but also, “several secondary audiences whose members influence the decisions of the target audience” (19). It could also mean educating internal publics, like staff and supervisors who will be involved in aiding consumers.
Chapter 4-
ReplyDelete1: Social marketing provides a standard framework for creating successful campaigns, however it is a process of “feedback and adjustment.”
2a: The social marketing framework is laid out in six successive stages, including: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. However, each of these stages consists of numerous activities and responsibilities.
2b: In the pretesting phase, potential messages are tested for effectiveness, and reworked in response to those findings. However, “it is not uncommon to go back and forth several times between design and pretesting” (24).
Question: I have noticed quite a few parallels between the stages of a social marketing campaign and the four phases of strategic communication, which I learned about in a previous PCOM course. How similar are these two processes, and how different are they? Do they seek to achieve different things?
Chapter1
ReplyDelete1. This chapter describes social marketing, what it is and isn't.
2. A) Social marketing is a persuasive method used by various organizations to influence and not implement a change to the public.
B) Social marketing can be anywhere and it is good to promote awareness to people. For example, to promote awareness of smoking, you can address the consequences of smoked.
Chapter 2
1. This chapter describes when using social marketing, behavior change in their target audience is very important
2. A) Social marketers must understand their audience. They must know what they do and do not want.
B) Finding the right people to target is important to get the message across. Research is beneficial to create the right behavioral change.
Chapter 3
1. This chapter describes two sets of four P's that help design a social marketing campaign.
2. A) Product, Price, Place, and Promotion are part of the traditional "marketing mix". All must be present for a social marketing campaign.
B) Public, Partnership, Policy, and Purse Strings are part of social marketing. All must be present for a social marketing campaign.
Chapter 4
1. This chapter introduces the six stages that are part of a framework for a social marketing plan: analyst, strategy development, program and communication design, pretesting, implementation, and feedback and evaluation.
2. A) You must start by understanding the problem you are addressing first. Last, you must implement your strategy to the audience and receive feedback.
B) You must keep in mind that behavior change is a potential harm.
Question
What is the main difference between a large successful social marketing campaign and those campaigns which aren't so large and successful, if they both provide the 8 P's and the 6 stages for a social marketing plan?
1. Social marketing is a tool used by a wide range of users to persuade, inform, sell and crucially, change.
ReplyDelete1.a. Because of the broad appeal and viral potential of social marketing, it can be applied to what have seemed like intractable problems, like AIDS or smoking.
1.b. Social marketing has difficulty with extremely nuanced messages.
2. Strategy is essential to successful social marketing.
2.a. There must be a shift in targeting from the general audience towards niche markets, and this requires research into understanding the specific niche targeted; different groups require different marketing.
2.b. From here, layout, medium and message must be developed using all information about the market.
3. Social marketing adds Publics, Partnerships, Policy, and Purse Strings to the original four Ps of marketing
3.a. since the goal of social marketing is to induce a change in the consumer, partnerships can be formed with other groups who understand more about the target demographic.
3.b. social marketing can be performed more inexpensively than old-fashioned marketing.
4. Social Marketing does not begin and end with an upload; planning and evaluation are crucial.
4.a. because of the multitutde of factors that can throw off or influence social marketing campaigns, planning is crucial.
4.b. ethical considerations of whether a campaign can be seen to be manipulative or not are vital, as a campaign should seek to approach consumers in honest terms.
Question: How can social media democratize products and messages to create conversations with consumers and transform them into users?
Ch1: Social marketing Basics
ReplyDelete1. Chapter 1 of Hands on Social Marketing first defines what social marketing is and isn’t, along with how it can be used by organizations to achieve marketing goals for primarily health and wellbeing
2. a. Primary goal is to benefit the public as a whole, not individuals. Many social media marketing campaigns forget this.
2. b. Many people think social media marketing is for branding products, but it is for targeting audiences for the greater good.
Ch2: Not just business as usual
1. Chapter 2 discusses how adopting a certain marketing strategy can directly affect behavior, and you must know your audience to do so.
2. a. Researchers look for specific behaviors to target and make that behavior as specific as possible.
2. b. Strategic researchers build a specific communication strategy to entice consumers to change behavior
Ch3: The social marketing mix
1. Chapter 3 discusses how product, price, place and promotion, and the way these are used, can increase the likelihood of a successful social marketing campaign
2. a. Social media marketers should clearly define attributes and benefits in order to gain a specific behavior change. Make them feel important
Ch4: The social marketing process
1. Chapter 4 discusses the basic social marketing process and ethical considerations a social marketing campaign will make
2. a. Social media marketers have the duty to carry out ethical practices.
2. b. If a marketer markets a product as more than it can deliver, or does not tell the dangers of adopting a certain behavior, it can be considered ethically substandard.
Question: What types of social marketing campaigns are most effective? Why is a great cause sometimes not marketing the right way? I am currently involved in a non-profit who needs marketing help and would love to help them reach more people.
Chapter 1
ReplyDelete- 1. Social Marketing, not to be confused with social media marketing, benefits society rather than a particular organization but is limited to certain topics and issues.
- 2. A. Complex problems with a lot of factors or issues not solely under control of the individual are very difficult to effectively market socially. Issues that can be altered by lifestyle choices (by the individual), like wearing bike helmets or recycling, are examples of things that can and have been marketed socially in an effective way.
B. Many of the organizations that use social marketing are not for-profit organizations, but rather organizations like the USDA, EPA and other governmental and non-profit organizations
Chapter 2
-1. An effective social marketing campaign is focused on specific behavior change for a specific target audience.
-2. A. A bottom-up approach, starting with guidance from the target audience, is a more effective way to develop a social marketing plan than the usual top-down approach. This research gained from talking to the target audience allows a much more effective campaign to be launched, tailoring specifically to the needs of people in the target audience.
B. Research about the target audience is critical to social marketing success, but it also must be implemented in a systematic way. Constant evaluation is key to improving campaigns and ensuring that the target audience actually adopts the desired behavior change.
Chapter 3
-1. Social marketing requires an equal blend of considerations other than promotions like price, place, and the product in order for a campaign to be successful.
-2. A. The product or encouraged behavior should be very obvious to the
target audience and should be something that can actually be observed. Sometimes awareness needs to built or specific skills need to be provided before a behavior change can be promoted.
B. There are secondary networks that play a direct hand in influencing your primary target audience. Educating staff and supervisors about the specifics of the social marketing campaign can be the difference between the campaign succeeding or failing.
Chapter 4
-1. Social marketing is a process centered on reevaluation and feedback, in order to better reach the target audience and make the campaign more effective.
-2. A. The process of social marketing can broken down into 6 general stages: analysis, strategy development, program and communication design, pretesting, implementation and evaluation and feedback. All of these stages build on each other, with evaluation and feedback being the stage that starts the cycle of stages all over again.
B. Ethical considerations are the obligation of any social marketer. Manipulation and deceit can be ineffective and unjust to the target audience. Following the different stages of developing a social marketing campaign can help avoid ethical concerns.
Question:
- It seems like non-profits are some of the organizations that would use social marketing the most, however they often lack the necessary funding to do so effectively. How does a non-profit procure funds for social marketing? What are the determining factors between spending money on marketing or increasing staff or business hours? (that is how is the tipping point?)
Chapter One:
ReplyDelete1.) This chapter defines what social marketing is and what it is not, while also giving examples of social marketing and its strengths and weaknesses.
1a.) With social marketing constantly being compared to social media marketing, a point made in the chapter is that social marketers have this crucial need to better market themselves, and their purpose. Unfortunately, we have this crucial need to define the differences between both areas of marketing because of the internet-focused marketers have “inadvertently” caused such confusion.
1b.) Social marketing has strength over social media marketing because social marketing is most effective when it is used to sustain a socially beneficial change. Social marketing can also be affective over social media marketing when working on individual-based changes.
Chapter Two:
2.) Targeting a general audience is a way many companies believe is the most effective way to target behavior change, but this chapter dives into how this approach is ineffective.
2a.) A point that really resonated with me in the second chapter is that knowledge may be necessary but it is usually not sufficient. A fact that further supports this is looking at the number of health professionals who smoke.
2b.) Instead of looking at a general behavior, social marketers should have a clear plan of what behavior they want people to adopt because social marketers see success in their campaign when they see behavior change. Pinpointing a specific behavior, and being detailed oriented will further increase an organization’s success.
Chapter Three:
3.) This chapter provides details associated with the P’s of social marketing which are Price, Place, Promotion, Publics, Partnership, Policy, and Purse strings; A contrast between these P’s and traditional marketing is described as well.
3a.) A marketing mix, used in traditional marketing, consists of Produce, Price, Place and Promotion. When working in the field of social marketing, four more “P’s” are added which are Publics, Partnership, Policy and Purse Strings. When all of these strategies are combined, it can increase the likelihood of a successful program.
3b.)Looking at the “Product” side of the marketing mix, to key is to be very clear about the behavior you expect to change. In order for someone to change their behavior, or in this case, to get someone to buy your product, the social marketer must be able to make the person feel like they have a genuine problem at hand, and that the product is their solution.
Chapter Four:
4.) This chapter gives ideas about the process of marketing, highlighting the point that social marketing is a process, a series of steps that requires all participants to participate effectively, in order to sustain a successful marketing campaign.
4a.) In order for satisfaction to be felt, critiquing basically everything is necessary. One must critique not only the way the campaign was designed, but one must also critique the market in order to see if any changes in the market are substantial enough to create a need to change an already established marketing strategy. The target audience can consistently change in social marketing. With this constant change in a target audience, it is crucial to be constantly observant on what is working and what is not
4b.) Social marketing, although usually used for the betterment of society, can have a negative effect. With social marketing campaigns, the campaigns are usually asking the public to take part in a multi-step process in order to change a behavior. It is the responsibility of the social marketers to ensure that no harm will be caused in any of the steps being publicized.
This comment has been removed by the author.
ReplyDeleteChapter 1
DeleteSocial marketing, not to be confused with social media marketing or commercial marketing, uses the same marketing theory to promote social wellbeing and health.
1. Social marketing aims to benefit society, whereas commercial marketing aims to benefit the company who organized the campaign.
2. The goal is a result in behavior or way of thinking.
Can’t social marketing include commercial products also benefit society?
Chapter 2
Just providing people with the facts that back up your cause isn’t enough to inspire change; you need to focus on the desired behavior.
1.Even many health professionals are overweight or smokers--knowing the facts isn’t enough.
2. Show the individuals in what specific ways will this concept or action better their life.
What is the middle ground between making a powerful emotional appeal and not being overbearing on the individuals?
Chapter 3
What makes a social marketing campaign different than other types of marketing campaign is recognition of how the campaign relates to the public and public policy.
1. Marketing behavior change is much more complicated than marketing a single product, or line of products.
2. Marketing an concept of social change requires a more holistic approach focusing not just on the individual, but how that individual’s decisions relate to their communities and society.
Who is the hardest target audience or external public to sway through social marketing.
Chapter 4
Though social marketing requires a clear systematic structure, it is process that needs is subject to constant evaluation and subsequent adjustment.
1. Pretesting is an important part of the process because it allows you to evaluate and re-design based on what your testing suggests.
2. If you don’t keep an open mind to feedback post-impementation you will see no progress.
How do not impose on peoples freedom to choose?
Excellent work and reflections thus far, colleagues.
ReplyDeleteLet's dive deep in class,
W
I am Doan Hong Trang. The following is my summary for SECTION 1.
ReplyDelete★CHAPTER 1 This chapter defines social marketing as an application of marketing techniques to encourage the target audience to sustain healthful or socially beneficial behavior.
- An effective social marketing has the power to change people`s complex or emotion-based behaviors, the behavior that education and policy may not have enough influence to change. However, social marketing has some limitation such as solving too complex health problems or problems that out of control of individual.
- Unlike commercial marketing, the purpose of social marketing is to improve the life quality of individual or society rather than to benefit the marketer`s organization. It needs to be done systematically and follow a process.
★CHAPTER 2- This chapter explains how to do research about a target segment and emphasizes the importance of developing a marketing mindset focusing on the behavior changes of the target audience.
- In order to create an effective program, you need to target and research your audience. However, a bottom-up research about a specific target audience by listening to people` real voices about their needs will be more effective than a top down research.
- `The most effective programs are like an iceberg-only a small part of the strategy is visible`. You need to develop a comprehensive strategy, which include` thinking` in every step before developing your material.
★CHAPTER 3. This chapter introduced the ``marketing mix``, an effective social marketing design includes 8 elements to make a successful marketing campaign: Product, Price, Place, Promotion, Publics, Partnership, Policy, Purse Strings.
- Careful preparation for each step of the program will increase the likelihood to be successful. The author describes that if we only focus on promotion, we can only create a `communication`, not a social marketing campaign.
- You need to point out the problems that your target audience may have. You need to make your audience feel vulnerable about the problem and after that, you need to inform the positive attributes of your products in order to solve that problem.
★CHAPTER 4- This chapter describes the social marketing process, which consists of a pyramid of 6 stages: Analysis, Strategy Development, Program and Communication Design, Pretesting, Implementation, Evaluation and Feedback.
- Each stage needs to occur at a right time and involves constant reevaluation. This is not a linear process because sometimes you need to revise the stage you did before to build a better form and new information.
- In each stages of the marketing process, you need to consider about if your program has the potential to do harm. Considering the process from different sides, from the beginning till the end, will help you avoid negative situations and help you to fulfill your positive promises to the target audience.
QUESTIONS-
HOW CAN WE LISTEN TO THE REAL VOICE OF PEOPLE TO DEVELOP A BOTTOM UP CAMPAIGN?
CHAPTER 1
ReplyDelete1. Social marketing isn’t done the right way by many organizations. This chapter clearly defines what social marketing is and what is not and the right way social marketing should be used.
2. Many organizations use it not to implement a healthy behavioral change that will better serve the public, but rather to influence their target market; In this case, benefits accrue not to the individual or society but rather to the marketer’s organization.
b) Internet-focused marketers have managed inadvertently to sow extensive confusion as they took over “social marketing” for their own purposes and shifted the balance of online references to the term over to their definition.
CHAPTER 2
1. Even though social marketing is very different from traditional marketing, and isn’t just business as usual, it focuses on behavior change, the need for targeting and segmenting an audience is crucial for the success of social marketing.
2. Because social marketing is more about the change of behavior and is done to benefit a specific target audience, when determining your target audience you need to determine the people whose behavior you wish to affect. Precision needs to be applied in order for the marketing campaign to be effective.
b) A strategic social marketing approach is based on research and includes thinking through elements like what the product is and its most salient benefits to the target audience. Do not go straight to developing materials without putting in the strategic forethought.
CHAPTER 3
1. The social marketing mix includes more to it than just the 4Ps of marketing known about. Publics, Partnership, Policy and Purse strings are added to the list.
2. The product in social marketing is behavioral change you are trying to implement on your target audience.
b) Regarding “policy”, social marketing programs can do well in motivating individual behavior change, but that is difficult to sustain unless the environment surrounding the target audience supports that change for the long run.
CHAPTER 4:
1. Social marketing process consists of six general stages that involves several different types of activities and ethical consideration is an important aspect in this process.
2. An analysis is the first stage of the social marketing process, because to create an effective social marketing program, you must understand the program you are addressing, the audiences you are targeting, and the environment in which the program will operate.
b) Thinking a program through to its next logical step might help to avoid problems arising as an intended consequences of your efforts.
QUESTION: How exactly can a business apply this concept of social marketing to make profit for their business? In what type of ways can you influence behavioral change in benefit of the public and still make profit for your business?
Chapter 1
ReplyDelete1. This chapter discusses the different aspects of social marketing, while at the same time describes what isn't social marketing and how some companies do a poor job of socially marketing themselves.
2A. There is a difference between social marketing and social media marketing. Social marketing tries to develop marketing concepts in order to influence individuals in a beneficial way. Social media marketing is marketing through social media platforms such as Facebook, Twitter, and Instagram.
2B. Social marketing tends to be more powerful that social media marketing due to the fact that social marketing is directed to create social change for individuals and communities. Social media marketing can reach a large audience but it can also be easily ignored.
Chapter 2
1. This chapter explains what a target audience is and how to grab the attention of your target while understanding and noticing behavior change.
2A. Researchers try to target behavior change in order to readjust their marketing strategy. New behaviors require a new approach to grab the attention of target audiences.
2B. Researchers can also strategically develop a communication plan in order to influence target audiences and change behavior. Once a target audience has changed their behavior they are more likely to trust a company.
Chapter 3
1. This chapter describes the 7 P's of social marketing, which are Place, Price, Publics, Promotion, Partnership and Purse.
2A. Each "P" must be carefully organized within a social marketing scheme. Only focusing one creates communication but does not create a social marketing platform.
2B. Change through social marketing on an individual or social level can only really happen if the environment ensures that the change will stay for the long run.
Chapter 4
1. Social marketing creates a standard framework for successful campaigns, however it is based on a feedback and adjustment cycle.
2A. There are 6 stages that make up the standard framework for social marketing. They are Analysis, Strategy Development, Communication and Program Design, Pretesting, Implementation, Evaluation and Feedback.
2B. Marketers need to be aware of the ethical standards for a campaign so it doesn't come off as manipulative. It is important as a company to look honest and genuine in during social marketing campaign.
Question: Which companies do a successful job of socially marketing themselves?
Chapter 1
ReplyDeleteThe book begins by comparing and contrasting mainstream marketing and social marketing and delineating that the purpose is to persuade “people to voluntarily adopt healthy and pro-social behaviors…”
a. The author is careful to note that “social marketing” is NOT marketing social media or marketing over social media.
b. Social marketing is NOT designed for problems with several “contributing or confounding factors, problems not under individual control… or addictive disorders.”
Chapter 2
The emphasis of social marketing is established to be about changing behavior to the benefit of the individual and/or society.
a. The distinction is made that success is based on an actual action being taken, rather than on just changing an opinion or belief.
b. In order to establish order, the chapter divides necessary steps to effective social marketing as: Researching the Audience, Building a Comprehensive Strategy and Following a Systematic Process/
Chapter 3
Adding to the familiar “marketing mix,” the author makes the distinction that social marketing requires other elements.
a. Previously the marketing mix referred to Product, Price, Place and Promotion.
b. Social marketing builds on this by also studying Publics, Partnership, Policy and Purse Strings.
Chapter 4
Social Marketing is a continued effort and requires that a very large be broken into elements.
a. The steps of the social marketing process are Analyis, Strategy Development, Program and communication design, Pretesting, Implementation and Evaluation and feedback. The emphasis is on a continuing process and “constant reevaluation.”
b. A distinction is made that ethics play an important role in social marketing. Manipulation, deception and coercion are all unethical social marketing practices.
Might a better model be one with a more circuitous route, as reevaluation and redirection seem to be such a necessary element of effective social marketing?