This weekly blogging reflection is due as a threaded blog post below by Thursday, January 30 @ noon. No exceptions for late work, except with Dr. W's consent.
Read our HANDS-ON SOCIAL MARKETING book, assigned sections above.
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 5
ReplyDelete1. The three types of research that are key in social marketing are formative research, primary and secondary research, and quantitative and qualitative research.
2. A) Formative research occurs throughout the first four steps of the process: analysis, strategy, development, program and communication design, and pretesting. It also promotes "backward research" in which you first identify the key decision points of the program and secondly determine the information to make those decisions.
B) Quantitative research helps you understand how many people believe in a certain way. Qualitative research helps you understand the issue from the target audience's point of view and helps you find out why they do the things that they do.
Chapter 6
1. Social marketers must analyze several major issues, when beginning to plan a social marketing program, including analyzing the problem, analyzing the environment, and analyzing resources.
2. A) The angle that you choose to address the problem will help narrow the target audience options.
B) When analyzing the environment you may ask, "What social, economic, or demographic factors might be at work in the community?" Social issues can have an affect on what people may be willing or able to do.
Chapter 7
1. The best way to reach the people in each segment is to go directly to the members of the segments.
2. A) Focus groups can be used to conduct predominate research for strategy development, to test messages and concepts, to pretest draft executions, and to evaluate the target audience's response.
B) Focus groups should be held in a neutral and comfortable setting (conference room/community center) and the participants should not know too much in advance about what they will be discussing.
Question: How do you know which research method you should try first if multiple ways qualify?
Chapter 8
1. Segmentation will help you to be more strategic in developing your program by getting to know the subgroups that are in your target audience.
2. A) The goal of segmentation is to identify distinct groups of people who are like each other in key ways, so that they respond to a particular message similarly. Some segments may be based on geographic, demographic, physical/medical, psychographic, attitudinal, or behavioral.
B) It is important to identify the "targets of risk" because these are the segments that would be more likely to have the problem because of their behaviors, attitudes, or there factors. It is also important to consider the "targets of opportunity" because that is the segments that are easier to reach or change.
Chapter 9
1. In a program strategy, one will set goals and measurable objectives, consider the elements of the marketing mix as they relate to one's program, and create a work plan for program development.
2. A) Effective objectives clearly state who will do or change what by when and by how much and keep in mind the SMART format (specific, measurable, achievable, relevant, and time framed).
B) The final step in the planning stage is to create a work plan for program development, implementation, and evaluation. The work plan should include: tasks and subtasks, person responsible, deadline, and resources needed.
Question: How would someone's approach be different for segments that are "targets of risk" and "targets of opportunity"?
Chapter 5
ReplyDelete1. This chapter is about the three different types of research throughout the social marketing process that is used.
2. A) Formative Research helps answer questions like “what is the problem you are addressing, who is your target audience, which message and materials work best”. It also tends to occur during the first four steps of the process. (Analysis, strategy development, program and communication design, and pretesting).
B) Quantitative research helps research understand how many people believe or behave a certain way and things are seen in black and white. Qualitative research helps researchers understand the why of issues. Both of these research techniques provide two different angles on the same situation.
Chapter 6
1. This chapter is about how social marketers must analyze different issues to make a successful social marketing program.
2. A) Analyzing the environment and knowing what you are competing against will be helpful to break through. A good example of this is if people are trying to get communities to recycle more it would be beneficial if the community put more recycle containers around so that it is easier for community remember to recycle.
B) When analyzing your resources is very important to either make what you’re looking for smaller or try to find more funding that will enlarge your budget. This might take more time but by sending out more letters and proposals will help organization succeed.
Chapter 7
1. This chapter talks about how formative research is used to go straight to the members of the segments.
2. A) Focus groups are designed to obtain insight into people perceptions on certain beliefs and topics. They are used throughout the social marketing process to gain information through strategy development.
B) Focus groups should meet in a comfortable environment and neutral setting. The room should have little distraction and people should sit around a table or in a U shape so that group members are able to make contacts with everyone.
Question: How can you make sure you are using the correct research method?
Chapter 8
1. This chapter is about how segmenting will help you be more strategic in developing your organization and how relying a certain message to a specific audience is more beneficial.
2. A) Segment tires to identity distinct groups of people who are similar to one another who are most likely to agree on certain messages. Segments can be based on geographic, demographic, physical/medical, psychographic, attitudinal, and behavioral.
B) Targets of risk is the segments that would be most likely to have problems because of behaviors and certain attitudes. Having the targets of opportunities is easier to changes peoples mind sets and help to reach out to others.
Chapter 9)
1. This chapter is about setting goals and how to build the social marketing strategy.
2. A) When creating a work plan you should include tasks/subtasks, person responsible, deadline, and resources needed. The work plan is a way to keep your organization on track and when deadlines are enforced this creates an atmosphere to get your work done on time.
B) Setting goal and having objectives is a good way to keep your organization going in the right direction. Also, setting realistic goals that are obtainable are key to a program’s success. Making midway check points to reach each goal is a good way to keep your organization on track.
Question: When using certain types of goal setting techniques, how can you track your process and if you do not achieve your goals, how do you reset and reorganize?
Ch5:
ReplyDeleteA. One cannot implement a marketing strategy without first identifying who’s specific behavior they are attempting to change
1. Formative research is the initial step in developing what message you want to put out to change behavior. Defining your target audience is the most important because if you have an audience that is not interested in your topic, you aren’t going to get anywhere.
2. Secondary research happens after you identify your target audience, this includes using databases, census data, scholarly articles or journals to do so. This, as well as quantitative research can aid in gaining multiple perspectives of your target audience and their behaviors.
Ch6:
A. Marketers must understand a problem and specific environment, demographics, epidemiology, consequences, then analyze all together
1. Differences between using news media or blogs compared to entertainment media such as TV can bring a variety of results to marketers, see content data forms
2. Literature reviews are one example of inexpensive strategy development when doing research on target audience, whereas simple print materials and word of mouth can also be useful resources.
Ch7:
A. Formative research, or primary research, along with qualitative research, based on similar characteristics, or quantitative research, based on numbers and data to describe a segmented audience, or both together, can be used when segmenting a focus group.
1. When analyzing focus groups asking general questions then narrowing down to specifics as the questions continue will bring more specific information.
2. Analysis from word of mouth is one of the best methods in conducting research and gathering evidence for social media marketers and is great for a limited budget.
Q: If one has a budget of 0$, how does one go about conducting research other than literature reviews, free social media products, non-profit partnering, etc.
Ch8:
A. Segments are specific groups of people and can vary in demographics, geographic location, health status, lifestyle, personality and even more specific, behavior traits can also be segmented which are most useful for social media marketers.
1. Cigarette smokers share characteristics that non smokers would not, so if you are targeting people to quit smoking, you will target the segment that is attempting to quit. Targeting a segment that is not interested in quitting will not give you the results marketers are looking for.
2. If you have a high self-efficacy to quit smoking, you are more likely to accept the marketing message and alter behavior.
Ch9:
A. The effective objectives or SMART are key in planning and evaluation of a strategy, and being specific about what change they want to occur, how the change is measured, is it even achievable given the resources we have provided, is it relevant to the overall goal, and what is the time frame to achieve goals.
1. Promotion, or specific communications channels is one of the most important P’s in that researching which channel audience’s pay the most attention to will bring a higher success rate in marketing.
2. Be realistic. One must segment, so segment college smokers specifically at UVM who stand outside the library to smoke. UVM created a specific marketing campaign just for them to stop smoking outside the library. This is what we are looking for when building a strategy.
Q: Is it possible to be a successful marketer without all of the P’s? or do you need each one to be in place so they can all work together?
Chapter 5:
ReplyDelete5.)This chapter emphasizes the importance of research in the development of a social marketing campaign, formative research is mainly focused on giving the differences between many different types of research methods.
5a.) A process called “backward research” is when you first identify the key decision points of the program. The next step is determining the information needed to make those decisions.
5b.) Something interesting I found, since I am a firm believer that all types of research can be beneficial in some format, the book discusses how the most efficient way to gather research is through secondary research such as journals, census data, marketing databases, and unpublished studies, with primary research being second-tier.
Chapter 6:
6.) Analysis is one of the most important issues when starting to plan a campaign, the problem to be addressed, the environment where the campaign will be implemented, and the resources available are profiled in the chapter showing a way to better identify future opportunities and mishaps.
6a.) When analyzing the environment where the program will be implemented a media audit is necessary. To be most effective, conducting a media audit is preferable because it helps to identify whether and how your issue is covered.
6b.) Working with partners can produce a “synergistic” effect, combining forces and working together will achieve more when grouped together then by going about the campaign alone. The SIDS foundation worked with Pampers to print reminders on diapers that babies need to sleep on their back.
Chapter 7
7.) To better develop appropriate messages, and to better learn about the worldview of each target audience, go directly to expert data including focus groups, case studies, and observational studies.
7a.) There are countless ways to conduct research on a tight budget. Ways to do this could be contacting a local university to have a student help to conduct research on an internship level or class project. Another pathway could be to use social media tools to analyze posts of what people are saying about an organization or an issue.
7b.) Focus groups, more than ever, are the research method that is most used by social marketers. One important fact about conducting a focus group is that focus groups should always have some room for spontaneity, if not, then participants might not respond candidly or honestly.
Chapter 8
8.) Instead of creating an all-inclusive campaign by targeting the general public, an alternative is segmentation which helps a campaign be more strategic in developing a program, and more effective overall.
8a.) “Targets of risk” is an audience that is at a higher risk of a problem being addressed and “targets of opportunity” is an audience that is easier enact behavior change. Where these two factors meet is the most effective and efficient way to use funds for a campaign.
8b.) There is a balancing act being preformed when choosing between segments that are not very different from the population as a whole versus being specific that only a small number of people fall into each segment. Segments may be based on factors such as geographic location, lifestyle choices, behavior trends, and medical history.
Chapter 9
9.) After the research component has been completed, a program strategy can begin; This strategy will serve as a reference point through the program development process.
9a.) Objectives describe intermediate steps that must be taken to reach each goal, to have the steps that happen to lead to accomplishing the goal set.
9b.) One thing to avoid when setting objectives is to use activities as objectives. Creating an online social media group on Facebook should not be used as an objective, but rather objectives should state a desired outcome such as “to increase community relationships”. Each objective should have an activity associated with it to achieve changes.
Q: What if your target audience is so small, a target audience that suffers from a disorder that is extremely rare, is segmentation necessarily appropriate?
Chapter 5
ReplyDelete1. Research provides answers and information that allow social marketing plans to develop and be monitored and adjusted.
2. A. Quantitative data is needed to conduct random samples and assess trends for larger populations. Qualitative research is needed to answer questions about the behavior of your target audience.
B. A combination of primary and secondary research is needed to effectively research. Secondary research is cheap in terms of resources (staff and money). It often serves as a good starting point and can help you narrow down the questions you really need answered for the campaign.
Chapter 6
1. Analyzing the problem to be addressed, the environment the program will be in, and the resources available for the program will allow a social marketer to identify potential opportunities and threats for a social marketing program, making it that much more successful.
2. A. Determining things like which aspect of the problem you will address, attitudes/behaviors related with the problem, social, economic, and demographic factors at work in the community, and competing messages are all factors that will help set the campaign up for success.
B. Available resources need to be analyzed because if a program lacks funding or physical resources, partnerships with other programs can often provide solutions and/or establish more credibility.
Chapter 7
1. Depth and detail about the worldview of each target audience segment is the goal in getting a clear idea of the best way to reach each of your target audience segments.
2. A. Knowledge, attitudes and beliefs, behaviors, and communication channels are the 4 general categories of questions that should be explored when researching target audience segments.
B. When conducting focus groups there needs to be a focus on the participants in the focus groups, the environment the focus groups are conducted in, the questions being asked in the focus groups, and the effectiveness of whoever is moderating the focus groups.
Question:
What should be relied on more when developing strategies, quantitative or qualitative data?
Chapter 8
1. Segmenting the target audience allows marketers to more effectively reach their target audience by catering a message aimed specifically at the characteristics and needs of a specific segment.
2. A. McDonalds is always marketing the same product but may be targeting specific segments like working mothers, weekend fathers, or just flat out targeting children with things like happy meals. Tailoring messages and promotions to each of these specific segments results in greater response than broadly marketing the same message to all segments across the board.
B. Identifying “targets of risk” tend to have the biggest payoff if they adopt the desired behavior. Identifying segments that may be relatively easier or harder to get to adopt the desired behavior is critical when it comes to allocating resources effectively.
Chapter 9
1. Goals and measurable objectives need to be set as the base of the social marketing strategy, based on the results from the previously conducted research.
2. A. Objectives are the intermediate steps taken to reach goals. Objectives need to be measurable and attainable. They need to be SMART – specific, measurable, attainable, relevant, and timely.
B. The 8 P’s in the promotional mix need to be developed for each of your target audience segments. The key with the marketing mix is to make it specific to each segment, but also to understand that it is a constantly changing mix.
Question:
What are some of the trends/numbers/indicators that social marketers can monitor/evaluate to determine what needs to be changed?
Chapter 5 – “Research in the Social Marketing Process”
ReplyDeleteThesis: Use formative research to develop a solid communications strategy.
Support 1: Secondary research is the information gathered from other sources. There is a lot of good research done by experts which can be accessed and used without having experts in that field within your organization. Primary research is the information that you gather yourself and is useful because it is specific to your situation and your audience.
Support 2: Quantitative research gives you numbers you can use to graph out and objectively show information. Qualitative research answers the question “why?” and includes people’s specific experiences.
Chapter 6 – “Analysis”
Thesis: A thorough analysis of the problem, environment, and resources is required in order to carry out an effective social marketing campaign.
Support 1: Analyzing the problem through secondary research is the best way to figure out how the program can be most effective. Decide which aspects of the problem will be addressed, what can be done to fix the problem, and what the implications of the problem are.
Support 2: Learn about the cultural, political, and economic environment you will be carrying out the campaign in. You need to know how community members feel about your issue and if other organizations in the community are addressing it already.
Chapter 7 – “Conducting Formative Research”
Thesis: Use primary research to figure out the best way to reach your audience.
Support 1: Conduct a focus group made up of 8 to 10 people from a single segment of your target audience. Focus groups can be used to gather information on people’s perceptions and beliefs.
Support 2: To have an effective and informative focus group, be strategic on how the session is carried out. Ask general questions first to get people comfortable, and then get more specific. Stay clear of yes/no questions as these can abruptly end the conversation.
Chapter 8 – “Segmenting the Target Audience”
Thesis: Segmenting the target audience will allow you to create an effective strategy for reaching each segment of your audience.
Support 1: When segmenting, consider which segment of the target audience is the most likely to suffer from the problem. Also consider the segments that are the easiest to reach and change. Then rank these segments based on how reaching them will accomplish your objectives.
Support 2: It is important also to segment the secondary audience. The secondary audience is made up of those people who influence the people you are targeting for a behavioral change.
Chapter 9 – “Building the Social Marketing Strategy”
Thesis: Create a Social Marketing Strategy that includes measurable objectives and a work plan based on your previously conducted research.
Support 1: Use measurable objectives for identifying clear results. Objectives should be in the SMART format, in that they must be specific, measurable, achievable, relevant, and time framed.
Support 2: A work plan will guide you through the carrying out of your social marketing campaign. It should include tasks and subtasks, persons responsible, deadlines, and resources needed for each objective.
Question: The amount of research before beginning a campaign seems exhausting. How much time should you devote to research?
Chapter 5: Research in the Social Marketing Process
ReplyDeleteThesis: An integral part of the social marketing process is formative research, which occurs during the development of the program and typically guides the direction it will go in.
1. “Andreasen suggests a process called ‘backward research’ in which you first identify key decision points of the program and then determine the information needed to make those decisions.” (pg. 30)
2. There are two types of research- primary and secondary- the latter being used most frequently and refers to gathering data from studies already conducted by other researchers or organizations. Primary research refers to an individual collecting the data themselves.
Chapter 6: Analysis
Thesis: Analysis of the nature of the problem, target audiences, the environment, resources, and potential partners are all crucial to the development of a social marketing program.
1. Knowing your competition and being informed about previous attempts to address a similar topic allows a better understanding of the environment you’re working in.
2. It will be in your best interest to find creative ways to reach the target audience aside from standard media channels. This is a way of “breaking through the clutter” of the thousands of commercial messages people are exposed to each day.
Chapter 7: Conducting Formative Research
Thesis: Conducting formative research helps marketers collect useful information about the target audience and can be done in a variety of different ways.
1. “Focus groups… are used to obtain insights into people’s perceptions, beliefs, and language related to a particular issue.” (pg. 56)
2. When moderating a focus group, be sure that the atmosphere is comfortable, unobtrusive, and welcoming to all viewpoints. This will ensure organic results.
Chapter 8: Segmenting the Target Audience
Thesis: By segmenting the target audience, social marketers gain a clearer understanding of whom their campaign is directed towards and how it should be implemented.
1. “The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly.” (pg. 70)
2. Segments are usually based on the following factors: geographic, demographic, physical/medical, psychographic, attitudinal, or behavioral.
Chapter 9: Building the Social Marketing Strategy
Thesis: Establishing clear objectives and goals ensure that the social marketing program will not veer off course.
1. Objectives should follow the acronym SMART: specific, measurable, achievable, relevant, and time framed.
2. The final step in the planning stage is to develop a work plan that includes the following: tasks and subtasks, person responsible, deadline, and resources needed.
Question: What types of questions are asked at focus groups? What kind of people participate in focus groups?
Chapter 5
ReplyDeleteResearch is one of the main components to a social marketing campaign and it’s the starting block for where to begin.
“Research plays a key role throughout the social marketing process- in understanding the issue and audience to develop an effective strategy, in tracking the implementations of the program, and assessing the success of your efforts.” (page 29)
“The role of formative research in social marketing is to guide the initial development of the program (29).”
Chapter 6
In order to have a successful campaign, it is crucial to analyze many factors, which include: the problem, the environment surrounding the campaign, and the necessary resources that will be required.
“By understanding the problem and environment, you will be better able to identify potential opportunities and stumbling blocks for your program.“(Page 33)
“Nothing occurs in a vacuum, and your program is no exception. Your campaign will be just one of many messages that people receive in the course of their days. Knowing what you are competing with will help you break through the clutter” (Page 36)
Chapter 7
Initial research is a major asset in organizing a campaign; you must gain as much knowledge about the product through meeting with the client/groups and researching in order to create an effective strategy.
"Words that come straight from the horse's mouth often are ore useful in helping you to develop appropriate messages than are preprocessed secondary data. The key at this stage is to learn as much as possible about the world and worldview of each target audience segment." (pg 53)
"Focus groups are the research method most often associated with social marketing programs. They are used to obtain insights into people's perceptions, beliefs, and language related to a particular issue." (56)
Chapter 8
Segmentation is essential in the strategic developing of a program and it helps significantly with reaching out to one specific target audience.
“Although your initial inclination might be to create an all-inclusive campaign, segmentation will help you to be more strategic in developing your program.” (page 69)
“Target audience segmentation is one of the central features of social marketing borrowed from commercial practice. Companies such as McDonald’s know their consumers inside and out and create advertising aimed at particular segments of the population.” (page 69)
Chapter 9
When creating the social marketing strategy, be sure to set attainable goals and objective that will guide you through the working process and result in the desired outcomes.
“Having measurable objectives from the outset is a way in which to assess the success of a program” (pg 79).
“When writing your objectives, keep in mind the SMART format… Specific: what observable change will occur? Measurable: What metrics will you use to track the extent of the change? Achievable: Given your available resources, what type and amount of change is reasonable to expect? Relevant: Is the objective laser focused to move you closer to your overall goal? Time framed: What amount of time is reasonable to allocate to accomplish this objective?” (pg 80)
Question: Are significant difference in social campaigns that have succeeded and failed? Have they all followed the same outline, or are there multiple ways to achieve success?
SECTION 1-
ReplyDeleteChapter 5:
1. Chapter five discusses the different types of research by including formative, process evaluation, summary evaluation, primary, secondary, quantitative, and qualitative research.
2. a. The chapter opens with a brief explanation of why research is necessary when conducting a social marketing scheme. It simplifies the concept by stating that research is "gathering information from many different sources".
b. It then goes on to describe formative research in more detail by listing some of the situations/ questions that can be answered with formative research. Some examples are "who will be your target audience?, how can you best reach your target audience?, and which messages and materials work best?".
Chapter 6:
1. Chapter six is dedicated to the analysis process and discusses the various steps that need to be taken to get the most effective analysis for any marketing scenario.
2. a. First, it is extremely important to understand the situation and/problem that you are trying to address. The book breaks down the process into a simple list of three tasks: you must analyze the problem itself, analyze the environment in which the problem is taking place, and identify the resources that are available.
b. After further description of the steps of analysis, the chapter discusses effective ways to work with partners. It says that by distributing different tasks, the analysis can be made much more basic. When a team attacks the analysis correctly, it is extremely efficient.
Chapter 7:
1. This chapter discusses conducting formative research and thoroughly breaks down the process that is necessary in order to get the most effective research.
2. a. Each research scheme has many different topic areas. This chapter lists them with all their sub-categories. An example of this is "behaviors: what are current behaviors?, what would make it easy for them to try the new behavior?...".
b. Chapter 7 then loops back to chapter 5 and touches on the main areas of research (quantitative, qualitative...). By doing this, readers are able to get a much better idea of how and when to use different types of research. There are examples and much clearer explanations for each major research method.
3. Different research methods will be more or less effective depending on a variety of demographic statistics. Is there a preliminary research method that is effective in most situations that will give marketers a head start on how they should market?
SECTION 2-
ReplyDeleteChapter 8:
1. This chapter is dedicated to the process of segmenting the target audience; again, like many section-opening chapters, the basics of a concept are vaguely outlined.
2. a. The open paragraphs break down why it is necessary to segment an audience. They also discuss what a segment actually is. A long list of different possible segment applications is given (Geographic, psychographic...).
b. The chapter later discusses the process of allocating resources within the selected program. There are nine main factors that must be taken into consideration: segment size, problem incidence, problem severity, defenselessness...
Chapter 9:
1. Finally, the book teaches us how to start building a comprehensive and thorough marketing strategy.
2. a. The first step to building a strategy is to set goals and objectives. It is important to make goals that challenge marketers, but are also obtainable at the same time. It is also important to visualize what the outcome of a completed goal will be.
b. The 8 P's are analyzed in a section called the preliminary marketing mix which outlines why each of them are important when building a marketing plan. Each "P" is critically viewed. For example, price looks at the cost from the consumers perspective, but also looks at the costs that it will have on the marketing team.
3. These marketing schemes appear to be extremely broad and have a wide target audience. If many people are influenced a small amount, is it as effective as narrowing the target audience and influencing a fewer number of people a lot?
Chapter 5
ReplyDelete5.1. This chapter discussed the three kinds of research used in marketing Formative Research, Primary & Secondary Research, and Quantitative and Qualitative Research.
5.2.a. Formative research helps you answer questions that are the most important in your research. Such as your problem, your target audience, your marketing materials, and your products.
5.2.b. Secondary research is one of the most effect ways to collect the most accurate and reliable data.
Chapter 6
6.1. This chapter is about knowing how to analyze a situation within the correct environment using the correct resources.
6.2.a. It is extremely important to know and understand the problem you have in front of you before proceeding with your making plan. Have a grasp and understanding in advance will lead towards better success throughout.
6.2.b. Make sure when making an action plan you make one that is realistic to achieve and that you are not creating something that is unattainable. You want to ensure it is realistic given the resources available to you to ensure you have an attainable budget.
Chapter 7
7.1. This chapter discussed the most effective way to reach people in each segment.
7.2.a. Having knowledge of each segment will help you target your desired experts better. It will help you get the information you are looking for more accurately and faster.
7.2.b. Focus groups might seem simple but the more time and effort put into them will help you have a better outcome. Putting time and effort into questions will give you a better result.
Chapter 8
8.1. Chapter 8 was about reaching your target audience segmentation but aside from just reaching it ensuring you are reaching the right group and target those that will contribute to what you are trying to accomplish.
8.2.a. Target audience segmentation is a commonly used practice to better get to know your customers. You can target different campaigns around different groups of people such as (youth, elderly, mothers, football players) just to name a few. You are ensuring your adds are reaching out to the population you desire having the effect you intended them to.
Chapter 9
9.1. This chapter discussed how to use previous research to create a measurable plan and objectives.
9.2.a. Having measurable goals and objectives gives you a better frame work for the project and will make you better able to gage and measure your success.
9.2.b. Creating a work plan and the stages of your project will be very beneficial. You can plot out who has what task and the dates that person is responsible for getting it done.
3.Question.
There seems to be many steps in the process, do the pros of following all these steps out way the time it took to create these action plans initially? Is there a difference in success rates?
SECTION 2
ReplyDeleteIV
Successful social marketing requires both primary and secondary research to ensure the initial development of the program is pragmatic, realistic and goal-oriented.
Secondary research is an effective way to tap into existing knowledge bases that’s also inexpensive and tested.
Primary research, either qualitative or quantitative, will help answer more specific project-oriented questions and problems.
IV
Prior market analysis is imperative for marketing, as it is vital to understand the environment so that problems, loopholes and opportunities can be apprehended and planned for prior to execution; this includes partnerships and financial affordances.
Awareness of factors such as demography, politics, legal frVameworks and prior organizational infrastructure is important to make sure that the project is best suited to the environment.
Analysis of partnerships has to be carried out before and during the project to ensure that investments are not wasted.
VII
Segementation is a vital strategy that enables social marketers to target specific types of individuals in certain ways that maximize the penetration of the message.
There are many different diversities within a larger market, each with specific needs and aspirations. A segment can be demographic, geographical, physical, behavioural, attitudinal or psychographic.
After identifying segments, identifying the level of resources to allocate to which segment is as crucial.
VIII
A strategy involves setting goals and objectives and identifying the marketing mix and work plan that will bring about achieving these aims.
The marketing mix should include the eight Ps.
A detailed workplan will act as a map forward for the project, with deadlines marking key destinations.
What are some ways to guard against logistical difficulties later down the project path before they are encountered?
SECTION 3
IX
A key aspect of social marketing decision making is determining which media to use to transmit the project’s message.
Effectiveness and efficiency are the two key criteria to consider.
Each channel has strengths and weaknesses, and different segments which are most in tune.
X
Since the aim of social marketing is to effect particular behavior changes, primary and secondary research findings must be combined with understandings of behavior change to bring about the most effective and efficient messages.
There are different models of behavior change; some are the health belief model, the theory of planned behavior, social cognitive learning theory, transtheoretical model and diffusion of innovation model. Understanding these help inform decision making on the efficacy of messages.
Before considering the production phase, it’s important to consider the basic elements of your message in relation to the chosen theoretical concepts, so that the message is goal-oriented within the construct’s confines.
XI
The creative execution process is a matter of balancing a mass of considerations, including the capabilities and limitations of the media selected and the ability of the audience to access the message.
Creative execution involves provoking powerful responses whenever possible, either through surprise or seeking emotional responses.
By observing the form of successful materials, one can distinguish working elements from ones that should be rejected.
Which media are best suited to creating which emotions?
Chapter 5
ReplyDeleteThis chapter explains that each type of research is used at different point during the process: formative research, process evaluation research, summative evaluation research.:
- “Backward research” is a process in which you first identify the key decision points of the program and then determine the information needed to make those decisions. After you conduct backward research, you can identify the best questions, target audience or media to find information. You can use primary research as a backward research.
- The author illustrates advantages of qualitative and quantitative research methods. Quantitative research method helps us to understand information from the perspective of number, probability and whether statistically significant or not. Qualitative methods help you to understand the questions “why” of an issue in depth. In different times, different methods are appropriate.
-
Chapter 6
Social marketers must analyze the problem, the environment surrounding the problems, resources available for the program when beginning to plan a social marketing program .
- In questions regarding to environment, we should find out the social, economic, demographics factors in the community, political climate, current policies or pending legislations that might affect your target audience. Furthermore, we can do research about other organization that are involving in the issue and messages that compete that the main idea of campaign.
- We should conduct media audit to find out how much extent that your messages are covered in different kinds of media. Asking questions about available channels in the community and opportunities exist to redesign the environment to support the goal behavior also help us to plan a campaign better.
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Chapter 7
This chapter introduces important questions that we should ask during the process of conducting formative research, in order to get a better picture of how best to reach each segment of our target audience: knowledge, attitudes and beliefs, behaviors, communication channels.
- Focus groups are the most used qualitative method in social marketing program. This method provides in-depth information and can be used in different steps of the social marketing program. Interpreting focus group include several levels of analysis.
- Different quantitative methods such as knowledge, attitudes, and behaviors survey, intercept surveys, marketing database also very helpful. However, if you do not have access to the expertise, you can go out and find members of your target audience.
Chapter 8-
This chapter suggests the importance of understanding about your target audience.
-Segments are based on factors such as geographic, demographic, physical/medical, psychographic, attitudinal, behavioral. However, in social marketing, it is often more useful to focus on attitude rather than demographics in some programs.
- To determine the most important segmentation criteria, we should consider which are the key factors that determine whether a target audience member adopt the relevant behaviors. We should allocate the resources.
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Chapter 9
You should set the reasonable goal and measurable objectives, involve the elements of marketing mix, and create a work plan for program development.
- The goal of the program should refer to overall change in the health or social problem. We should ask the question`` How will the world look different if we achieve the goal?”. Objectives are the small steps that must be taken to reach the goal. The objectives should state the desire outcome of the activities rather than using the project activities.
- Creating a work plan for program development, implementation and evaluation. Work plan should contain task and subtask, person responsible, deadline, resources needed. The purpose of work plan is to keep project on schedule so that setting a deadline will provide the motivation to complete each task on time.
Questions: Because the resource is limited, how can we find the cheapest and most productive media ?
Ch. 5
ReplyDeleteThis chapter touches on research in social marketing and how it plays a key roll.
-Formative research occurs throughout the first four steps of the process: analysis, strategy development, program and communication design, and pretesting.
- the most efficient way in which to gather information is through secondary research data from studies already conducted by other researchers or organizations. Secondary research includes sources such as journal articles, books, census data, marketing databases, and unpublished studies. The advantage is that your organization does not require on-staff expertise
(beyond understanding and interpreting the research) or the additional expense of conducting its own research.
- Is it ever ok to not use any secondary sources?
Ch.6
Here we learn about the importance of analysis. Things to analyze are the environment, problem and resources.
- research will help determine the approach the program should take. Secondary research is the best place to start to find the information you need
-turn your attention now to the environment that will surround the social marketing program. Nothing occurs in a vacuum, and your program is no exception. Your campaign will be just one of many messages that people receive in the course of their days. Knowing what you are competing with will help you break through the clutter.
Q: Is analyzing always the first step?
Ch.7
Here we are introduced to the important steps of formative research: Knowledge, Attitudes, Beliefs, Behaviors, Communication Channels.
- Social marketers use a variety of research techniques to gather this information and learn more about how each target audience segment thinks about and deals with the problem. Ideally, both qualitative and quantitative methods should be used together for a more complete picture.
-Before preparing a report of your findings, determine who will be reading the report and how it will be used. A more informal report would include a short summary of key findings, perhaps in a bulleted list. If you need to create a more formal report, then provide a point-by-point analysis with selected quotes to back up your findings.
Q: Can we go more in depth on the 5th Guy campaign?
Ch. 8
Here we get the down low on how to target an audience using segments.
-Target audience segmentation is one of the central features of social marketing borrowed from commercial practice. Companies such as McDonald's know their consumers inside and out and create advertising aimed at particular segments of the population.
-The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly. Think of a segment as a horizontal slice of a pyramid that represents the whole population
Q: more examples of using segments please!
Ch. 9
We learn here that the key to a social marketing strategy is to set goals and objectives.
-The goal of the program refers to the overall change in the health or social problem your program will strive to reach, for example, "to decrease the incidence rate of HIV infection in the target population by 10%" or "to reduce household water use by 15%." A program may have a single goal or several distinct goals
-Objectives describe the intermediate steps that must be taken to reach each goal. They are not the activities you will use to get there but rather the steps that have to happen to lead to attainment of the goal. The objectives may relate to changes in knowledge, attitudes, skills, or behaviors of the primary or secondary target audiences; changes in the environment or policy; or project milestones
Q:
CHAPTER5
ReplyDelete(1) The three types of research described in this chapter are Formative, Primary and Secondary, and Quantitative and Qualitative research.
1- Both primary and secondary research can help you be successful when trying to target an audience.
2- Research is effective in Social Marketing because it helps you gather information about the group you narrow down.
CHAPTER6
(1) Analyzing your target audience is key when going about Social Marketing so that you know how to most efficiently appeal to the desired market.
1- It is important to analyze the entire market and all that it entails such as the environment, demographics and any shared beliefs that may help you be successful when trying to attract them.
2- Relating to your audience and their views is vital because how you choose to apply their personal beliefs and social concerns could help you make a stronger impact.
CHAPTER7
(1) Research can be done through selecting a focus group to help determine the thoughts and perspectives of the potential market you are reaching out to.
1- Focus groups of eight to ten people are recommended because it is the perfect size for gathering and sharing ideas and opinions.
2- It is also recommended that focus groups are set in a comfortable, calm environment and that the members are set around in a “U shape” so that they are able to see one another’s reactions and face the group in a more casual setting.
CHAPTER8
(1) Segmentation is commonly used in Social Marketing to narrow the market into smaller groups, or segments, that share common needs and priorities.
1- Where Social Marketing is most successful is when the target audience falls directly between being to problematic (“target of risk”) and too easily changed (“target of opportunity.”)
2- It is important to emphasize target audience segmentation to help you better understand your customers and how they pertain to certain issues.
CHAPTER9
(1) Being strategic in Social Marketing is extremely important because you need to have goals set in mind, yet need to be able to target your audience and get the most out of them.
1- The acronym SMART is used when coming up with goals; it stands for Smart, Measurable, Achievable, Relevant and Time-framed.
2- The eight Ps (product, place, purse strings…) are very valuable when addressing strategies and goals in Social Marketing.
Question: Could it be beneficial for a focus group to be anonymous or individual as opposed to shared thoughts and issues? Would that change how people react to certain problems and ideas?
Section II
ReplyDeleteChapter 5
1. This chapter is focused around the main points that there are 3 types of research used in social marketing: formative research, process evaluation research and summative evaluation research.
2. A) Formative research helps guide the developmental stage of the program. Some of the questions it helps to answer are; who is the target audience, what is the problem being address and how does the target audience react to the problem?
B) Quantitative and qualitative research plays a key role in research. Quantitative experiments are done through the use of surveys and statistical analysis. Qualitative research is done by holding interviews and observational studies. If combined the two methods can provide key perspectives that might otherwise not have been thought of.
Chapter 6
1. This chapter is about social marketers and how in order to be successful they must analyze the problem, the environment and resources available.
2. A) When trying to figure out which part of the problem to address it’s important to figure out how best to approach the issue. Which ever way is chosen it’s important that it is done in an appropriate way and the most effective way.
B) When looking at analyzing the environment it’s important to take into consideration if other organizations are already trying to address the issue. If so do some research to make sure that you’re not overlapping on work. It also might be a good idea to join the preexisting efforts or work off of them to expand on their work.
Chapter 7
1. This chapter focuses on conducting formative research and how it is used effectively.
2. A) One qualitative method is to conduct in depth interviews. Most of the time the interviews are one on one sessions that allow the moderator to ask in depth and someone personal questions away from the judgments and influences of a group setting. This is a great way to get detailed information on specific matters that are the most important.
B) Marketing databases are a good example of quantitative research. Most of the time, these databases are created by designated firms. The information includes topics about the target audience including spending habits and lifestyle.
Question: How do you know which research method will give you the most detailed and accurate information about a specific topic?
Section III
Chapter 8
1. This chapter focuses on how best to segment the audience to make the desired impact.
2. A) There are nine factors that determine segment strategies. Some of these are segment size, problem severity, reachability and incremental costs. All are important when identifying how best to target.
B) After figuring out the primary target audience, there is then the secondary audience. Some things to consider when segmenting include; what groups have the most influence over the primary audience and how do they exert their influence?
Chapter 9
1. The focus of this chapter is about setting goals and how to create an effective strategy.
2. A) When setting a goal it a good format to follow is the SMART format. SMART stands for specific, measurable, achievable, relevant and time framed. A good goal has clear and concise answers to all parts of the format
B) In a marketing mix it’s important to consider the 8 Ps. The 8 Ps are; product, price, place, promotion, publics, partnership, policy and purse strings. When all components can be defined in the marketing mix, the marketing plan will be effective.
Question: When working on a goal how do you know when it has fully been reached and if something is deemed a success?
Chapter 5:
ReplyDelete1. In order to develop an effective strategy to deal with an issue, research is needed to more thoroughly understand the issue and the target audience.
2. Research includes formative research, which aids in guiding the initial development of the program, process evaluation research, and summative evaluation research. Understanding the importance of both primary and secondary research, and the uses of quantitative and qualitative research, are important in applying to one’s needs depending on the project.
Chapter 6:
1. Analyzing the problem that is being addressed, the environment in which the problem exists, and the resources available to the program are huge to social marketers in ensuring the success of a campaign or strategy.
2. . Analyzing the problem involves mainly looking deeply at the problem, and gathering as much secondary data as needed in order to understand it (sometimes, this involves a literature review). Analyzing the environment involves looking deeper at the environment in which the problem exists- since nothing happens in a vacuum. Analyzing the resources involves looking at the internal resources available to deal with the problem, and potential partners as external resources.
Chapter 7:
1. The best way to conduct formative research is to go directly to the segments themselves, researching them directly.
2. In order to better know the segments, information on their knowledge, attitudes and believes, behaviors, and the communication channels they utilize is extremely important. Qualitative methods of measuring the segments include focus groups, in-depth interviews, case studies, and observational studies, whereas quantitative methods include knowledge, attitudes, and behaviors (KAB) surveys, intercept surveys, and marketing databases.
Chapter 8:
1. In order to be the most strategic, effective, and efficient in developing your program, segmenting your audience is crucial.
2. Narrowing the audience helps you tailor the message to the specific needs of your audience, making it personal and audience-centered. Segments can be based on geography, demographics, physical or medical factors, psychographics, attitudes, or behaviors. Determining what factors are the most influential for your program will help you determine targets or risk and targets of opportunity.
Chapter 9:
1. Building an effective Social Marketing Strategy relies on setting goals and measurable objectives, and then applying those to the marketing mix that would best fit your target segments.
2. SMART goals and objectives will best fit your program’s needs, and these involve making sure goals are specific, measurable, achievable, relevant and time framed. Once these are determined, the preliminary marketing mix can be decided, keeping in mind the various target segments that the program is focusing on. Then, a working plan can be creating, involving tasks and subtasks, person responsible, deadline, and resources needed
Question: What are good programs for tracking goals, and tracking measurable successes? What are good programs for organizing research for a literature review?
Chapter 5
ReplyDelete1. Research is important in the social marketing process in order to understand the issue and to develop a successful strategy.
2A. Primary and secondary research should be combined in the process of gathering info. Primary research is important because you can design it in whichever way meets specific needs. Secondary research is very efficient and you do not need extra resources that may require expertise or finances--the research can be found through the database that already exists.
2B. Distinguishing between quantitative and qualitative is very important. Both methods allow you to think differently about the same circumstances. Qualitative challenges you to think deeply about something in order to understand why and quantitative provides more concrete (statistical) answers.
Chapter 6
1. Analyzing the problem, the environment and resources available is critical
2A. The problem can be assessed by conducting secondary and primary research. It is then that one begins to understand more clearly where they should focus their social marketing campaign.
2B. An environmental analysis is imperative because "the environment can be either a help or hindrance, presenting opportunities or barriers...the environment must be conducive to the actions you are promoting," (p. 36). Such questions relating to the environment analysis can help you understand, for example, social, economic or demographic factors.
Chapter 7
1. A lot of preparation goes into conducting formative research--you have to use a combination of quantitative and qualitative measures, ask the right questions, find focus groups, etc.
2A. Focus groups provide a lot of insight in the social marketing process and they should be made up of people ho are similar. The idea is that they then feel comfortable. It is also important to not reveal too much info prior to the investigation.
2B. Questions should be both general and specific. Each question should be designed with a purpose in order to get as much relevant info and insight.
Chapter 8
1. Segmenting your target audience allows you to better understand them and also find out how resources will be most efficient.
2A. A segment is a group of individuals ho are similar in terms of factors (e.g., demographics) and will allow you to tailor it to the type of audiences you are dealing with.
2B. One must consider how and what amounts of resources to allocate. In this step there are nine factors to consider; segment size, problem incidence, problem severity, defenselessness, reachability, general responsiveness, incremental costs, responsiveness to marketing mix, organizational capability.
Chapter 9
1. There are three very important factors when building the social marketing strategy: setting goals and objectives, the social marketing mix, and work plans.
2A. Goals and objectives give you a sense of direction and focus. Creating these will challenge you to think about hat results/outcomes you want, what steps you want to take to get there. SMART is the term to remember because you want to make sure your goals are specific, measureable, achievable, relevant, and set with time frames.
2B. A strategic plan is necessary before beginning any work and is a critical step in building the stragy. This helps to outline/organize the tasks, people responsible, deadlines to be met, and the resources needed. It's also a great way to track the progress.
Question:
Are there times when segmenting your target audience is not conducive to the social marketing process?
CHAPTER 5
ReplyDelete1) Research is incredibly important in the social marketing process and there are 3 different types of research used at different times and formative research is the first.
a. Formative research helps you understand the problem, why it exists, who it exists to, and how you can sell a product or behavior that will ease the problem for your audience.
b. The type of research you do will depend on what you are looking for. Quantitative is number oriented answers, but qualitative looks for “why” rather than just yes or no. A combination of both will be most effective.
CHAPTER 6
1) For a successful marketing program you must analyze different things including the problem, environment, and resources available.
a. Lit reviews can be helpful to gathering a bunch of research and organizing it into usable pieces in the context of your own research.
b. Working with partners can be great because you can get more people involved, spend less money, but you have to be careful when choosing which partner to work with.
CHAPTER 7
1) You must research your segments to understand each target audience specifically by asking questions that answer what their knowledge of the problem is, their attitudes and beliefs, their behaviors, and how they communicate (how to get to them).
a. Focus groups, in depth reviews, and case studies will be more intimate ways of gathering information that you cannot get from straight number facts. This can be helpful when you need to understand more about why the numbers are the way they are.
b. Focus groups are the most popular type of research method used for social marketing because you can understand perceptions, beliefs, and language related to your issue in particular.
CHAPTER 8
1) Segmenting your audience is incredibly important for a successful campaign and there are a few ways to break down your larger audience into segments that will change depending on the problem you are trying to address.
a. You have to allocate your resources to the different segments depending on how many resources each segments needs and which segment deserves the most attention.
b. In addition to the primary target audience there is also a secondary audience that might influence the primary audience that you should consider and segment if needed.
CHAPTER 9
1) After you have proper research you can build strategy, which includes goals and objectives, as well as a thought out plan.
a. The goal is often number oriented and measurable so at the end you can easily know if you achieved your goal. Objectives are the steps taken to reach each goal and can address knowledge, attitudes, and skills of the audiences.
b. The work plan is important because you have to know when to implement each goal and who is responsible for each objective, what they need to complete it, and when it has to be completed by.
QUESTION!
ReplyDeleteIf a company has sort of branded with an issue they are working on, are they apprehensive to have other companies working towards the same goal? even if it is for the better of the world?
Chp 5
ReplyDelete-Focuses on 3 main points of research in social marketing. Formative research, primary, secondary, qualitative, and quantitative.
1. Formative research serves as a starting point and a guide tot he direction you will go in and is more hands on research.
2. Secondary research is very efficient and very effective because it is looking at past research.
Chp 6
-It is super important to analyze many factors like the problem at hand, environment, and recourses.
1. The first place to start when creating a course of action is with recognizing the problem.
2. Knowing and understanding the environment surrounding the problem is just as important because it helps give an understanding of factors and limitations that you will need to deal with.
Chp 7
- The key to an overall effective strategy is knowing as much as you can about the target.
1. One helpful method of this is the use of focus groups in a comfortable environment to increase productivity.
2. The use of focus groups is very helpful because it gives the ability to focus attention onto a specific area and still get insight from many different people on the subject.
Chp 8
- It is very useful to segment a target audience in order to understand who the campaign is being directed towards exactly.
1. Segmenting target by geographic, demographic, physical/medical, psychographic, attitudinal, and or behavioral.
2. You must know the Targets of Risk and Targets of Opportunity in knowing in which way you will want to direct your message.
Chp 9
- After previously conducted research make a marketing strategy with clear goals and achievable objectives.
1. SMART stands for Specific, Measurable, Achievable, Relevant, Time framed.
2. It is helpful to have measurable goals to attain and reflect in order to notice change and identify results.
Question: Is the timeframe of conducting research on target audience shortened now due to rapid increase in social media and marketing?
Chapter 5 discusses the different types of research and their importance to understanding the issue and the audience.
ReplyDeleteFormative research occurs during the analysis, strategy development, program and communication design, and pretesting. Before this research you must do “backward research” to identify the key decision points and what information you need.
Secondary research is research that has been done previously by another organization or researchers. This information should aid your research but additional primary research is likely to be needed.
Chapter 6 discusses the social marketers responsibility to analyze the problem to be addressed, the environment in which the program will be implemented, and determine what resources available for the program.
Secondary research is the best way to analyze the problem. This research will determine the approach the program should take.
To learn about the problem you must also learn about the environment around your project. What you find can either help or hurt you, possibly making you change the behavior
Chapter 7 discusses how to find the best strategy in which to reach your targeted segment.
Quantitative and qualitative methods can be used to lean more about your segment. Quantitative methods include focus groups, in-depth interviews, observational studies, and case studies. Qualitative methods include knowledge, attitudes, and behaviors, intercept surveys, and marketing databases.
Analyzing a focus group requires interpretation, focus on all points of view, and a comparison of the main ideas that emerged. In order to conduct the analysis you must first transcribe the recordings before looking for trends and opinions.
QUESTION: What methods are proven to be most effective if several may apply?
Chapter 8 discusses the importance of segmenting your target audience for maximum efficiency and how to do it.
Target audience segmentation identifies groups most reachable by social marketing campaigns. Audience centered programs focus your thinking to keep you on track thought the project.
In order to determine your segmentations consider the geographic, attitudinal, physical/medical, psychographic, and behavioral factors. From here you can figure out who is a “target of risk” and who might be a “target of opportunity.
Chapter 9 discussed the social marketing strategy and how it is an evolving process but the original plan should be used as a reference point.
Goal setting and having measurable objectives is a good way to follow your progress. Objective are the smaller steps that lead up to the goal, these may include a change in knowledge, attitude, skills, or behaviors of the target audience.
The final step in your plan is to make a work plan for program development, implementation, and evaluation. This plan can include tasks and subtasks, person responsible, deadlines, and resources needed.
QUESTION: If goals and objectives are not being reached, what is the best way to correct your plan.
Chapter 5:
ReplyDeleteThesis: This chapter focuses on formative research which takes place during the planning stages of your program: it enables marketers to better understand their audience and establish an effective strategy.
•“The role of formative research in social marketing is to guide the initial development of the program (29).”
•There are many forms of research: you can collect data yourself (primary research), you can use data that has already been collected (secondary research). This data can either be quantitative (measurable numerically) or qualitative (non numerical, answers the question “why?”).
Chapter 6:
Thesis: Before developing their strategy, social marketers should analyze the problem, environment, and resources of the campaign in order to be successful.
•“By understanding the problem and environment, you will be able to identify potential opportunities and stumbling blocks for the program.” (33)
•"To create sustained behavior change, the environment must be conducive to the actions you are promoting. After analyzing the situation, you might realize that the program should devote resources to creating a supportive context for your target audience's behavior change efforts." (36)
Chapter 7:
Thesis: Although secondary research is more efficient, once it is completed, primary research is necessary to improve your understanding of the issue: this chapter concentrates on focus groups as a form of primary research.
•“Focus groups are the research method most often associated with social marketing programs.” (56)
•"By separating each segment of your target audience into its own focus group, you can identify any differences that might exist among subgroups. Putting similar people together will also help them feel more comfortable speaking candidly." (56)
Chapter 8:
Thesis: Successful segmentation allows marketers to modify their message, even though they are promoting the same behavior change, to appeal to different sub groups of their target audience.
•“Narrowing down the audience allows you to tailor the message to specific needs of particular groups. 'Targeting' the general public is like using scattershot ammunition to try to hit a bull's-eye; it is possible but not very efficient." (69)
•“Target audience-segmentation one of the central features of social marketing borrowed from commercial practice. Companies such as McDonald’s know their consumers inside and out and create advertising aimed at particular segments of the population.” (69)
Chapter 9:
Thesis: Setting clear goals and objectives after the preliminary research is completed will allow marketers to track their progress and know what the end result should be.
•“Having measurable objectives from the outset is a way in which to assess the success of the program… The goal of the program refers to the overall change in health or social problem your program will strive to reach.” (79)
•"Effective objectives clearly state who will do or change what by when and by how much. When writing your objectives, keep in mind the SMART format to ensure they will be useful in guiding your program and evaluating your success. The acronym stands for: Specific, measurable, achievable, relevant, and time framed." (80)
Question: On page 69 the book says “'Targeting' the general public is like using scattershot ammunition to try to hit a bull's-eye; it is possible but not very efficient," at a certain point, isn’t it also inefficient to have too many sub-groups? How many is too many?
Chapter 5—
ReplyDelete1. In order to have a successful social marketing campaign it is incredibly important to have extensive research in place.
2.A. Research is broken into three parts, one of which being formative research. The role of this particular type is to guide the initial development of the program. This can be aided through the process of “backwards research” in which you start by looking at your end goal, and determining the information and decisions needed to get there.
B. Another form of research is through secondary research. This deals with gathering information from studies that were already conducted—and ended up being successful, or not. This includes the use of journals, articles, census data, and information from other databases.
Chapter 6—
1. Before an organization, or firm, wants to tackle a certain marketing campaign, it’s important to understand the problem at hand before you offer potential solutions to that problem.
2.A. There are many ways one can go about analyzing a problem at hand, such as looking at the prevention, the epidemiology of the problem, and what aspect of the issue is going to be addressed. However, I personally believe looking at the consequences is incredibly effective. MADD (Mothers Against Drunk Driving) are so effective because of the fear appeal put into their theoretical advertisements that depict what would happen IF you were to drink and drive.
B. In order to tackle whatever problem at hand you’re organization is facing, it’s important to understand the resources possessed through the companies side. Although it may seem that money is the key to a successful campaign, it is really skilled personnel and good facilities that make for a good operation. Not having those pre-requisites, of sorts, could very well be the problem you face before you even get to the problem of the campaign.
Chapter 7—
1. In order to figure out the best way to target the population of certain segments you are trying to reach, it’s important to acquire information from the members of those segments.
2.A. One way to acquire information from members of the segments you are interest in, is through focus groups. These are research methods that are used to obtain insights into people’s perceptions, beliefs, and language related to a particular issue. In other words, getting the background information you desire from experts who use a certain product.
B. In order to make for a successful focus group, you need to give them a good environment to have a thriving conversation. There needs to be no distraction in the room where they are discussing, and a good moderator to stimulate conversation that could be beneficial feedback for the firm conducting the group.
Chapter 8—
1. In order to make an effective message, one must narrow it down in order to meet the needs, and target, a specific group.
2. A. Some companies, like McDonald’s, are very good at targeting their audience. They know the types of people that consume their food, and are able to base successful campaigns around that. One good example mentioned was working mothers who are too busy to cook, but want to feed their children a good meal.
B. To properly determine the most important segmentation criteria, one must consider factors such as geographic, attitudinal, behavior characteristics, and other things that might define subgroups of the target audience that would respond differently to your specific program.
Chapter 9—
ReplyDelete1. Once you collect data on the problem you are trying to build a campaign around, it is possible to address that issue—however, it’s important to have your destination in sight so you don’t steer your campaign in the wrong direction.
2.A. When writing your objectives, a good way to stay on task is to consider the acronym “SMART”. It stands for specific, measurable, achievable, relevant, time framed. In order to make a successful campaign, it’s beneficial to follow the tasks listed in “SMART”.
B. After you have started to build your campaign, the final step is to create a work plan for program development, implementation, and evaluation. You can identify the estimated costs for each task, potential roadblocks, and the evaluation criteria for each objective.
QUESTION—How often do social marketing campaigns fail due to poor research, or lack of focus groups? And are there any firms that produce ads or campaigns that are successful without conducting any form of research?
Chapter 5
ReplyDelete1. The chapter discusses the different types of research such as formative, quantitative, qualitative, primary and secondary research.
2A. The difference between qualitative research and quantitative research is that quantitative research helps you understand how many people believe or behave in a certain way, which characteristics relate to each other and the probability of behavior change. Qualitative research on the other hand helps you understand the "why" of an issue, bringing beneath the surface of an answer.
2B. Secondary research is information gathered by data that has already been recorded on a subject such as journals, articles, books, and marketing databases. Primary research has the benefit of being tailored to the specific needs of your program.
Chapter 6
1. Analysis and analyzing your environment is important in order to address the problem you are trying to change. When trying to tackle a problem, partners can benefit by helping you change the problem you are facing through many different aspects.
2A. Analyzing an environment can help you understand the social, economic, demographic, or political factors are influencing the community or audience you are targeting. By doing this you can adjust your message correctly to make and impact and get the attention of your target audience.
2B. Partnerships can benefit you in multiple ways. Partners can help distribute your program materials to their clients, helping you reach a larger audience. They can also bolster your staff and provide financial support.
Chapter 7
1. The chapter's main focus is conducting formative research and understanding the aspects of formative research such as knowledge, attitudes and beliefs, behaviors and different communication methods.
2A.Qualitative and Quantitive are also mentioned in this chapter. Qualitative methods are based on info gather by interviews, focus groups, and case studies. Quantitative methods deal with intercept surveys, marketing databases and knowledge, attitudes, and behaviors (KAB) surveys.
2B. Focus Groups are the most used research method when using social marketing programs. They help obtain insights into peoples beliefs, perceptions and language related to certain issues.
Chapter 8
1. Segmenting the target audience is an important facet of social marketing. Segmentation helps identify the most reachable groups and to position their product accordingly to each group.
2A. Geography, demography, physical/medical traits, psychographic traits, attitudes, and behaviors are all important factors when trying to identify segments. Each segment needs its own tailored message in order to grab the attention of a segment.
2B. When allocating resources for a campaign, there are 9 factors to be aware of. They are segment size, problem incidence, problem severity, defenselessness, reachability, general responsiveness, incremental costs, responsiveness to marketing mix, and organizational capability.
Chapter 9
1. Setting goals and objectives help build a strategic social marketing plan. Objectives are designed intermediate steps that must be taken to reach a goal and to help create the desired change of a social marketing plan.
2A.The SMART format can help formulate effective objectives. SMART stands for Specific, Measurable, Achievable, Relevant, and Time Framed.
2B.Work plans can help keep a project on schedule. Important facets of a work plan include tasks and subtask, persons responsible for duties, deadlines, and resources needed.
Question:
Does each segmented group require a specific set of resources? If so, what is the best way to allocate them?
Chapter 5
ReplyDelete1. This chapter talked explained that for a social marketing project, both quantitative and qualitative research must be done using a mix of primary and secondary sources.
2. A) The most efficient way to gather information is through secondary sources. However, if in the pretesting stage, primary research is essential.
B.) Quantitative research helps you understand How people believe what they do, what Qualitative research helps explain Why.
Chapter 6
1. This chapter explains the different types of issues that must be analyzed before you can go ahead with a social marketing campaign.
2. A) You must understand what social, economical, and demographical factors are effecting your demographic.
B) Outside agencies can be invaluable, but must be carefully considered to ensure they are not making the task more difficult by going in their own direction or not doing the work.
Chapter 7
1. Direct research of the segments is essential in order to figure out how to best reach the target demographic.
2. A) Focus groups are an effective way of learning about the target demographic. Although they seem simple, they require extensive planning.
B) In a focus group, the ideal number of people to have is 8-10. If there are much more, people may feel like their voice is not heard.
Chapter 8
1. Target audiences can be divided into segments that must be marketed to differently.
2. A) When targeting smokers, you must consider the separate segments. There are long time smokers who have tried and failed to quit, teenagers who just started and think they can quit anytime, and everyone in between.
B) Segments can vary based on differences that are geographic, demographic, physical/medical, psychographic, attitudinal, or behavioral.
Chapter 9
1. SMART planning must be done for a successful social media campaign.
2. A) Your goal must be achievable. Given your time and resources, how much change can you actually expect to accomplish.
B) Your goal must be Time Framed. How much time should realistically be given to the completion of your goals.
Question-
How often do campaigns follow these steps, and are there reported cases of big name brands not considering all the Ps and then failing to reach their demographic?
Chapter V: Research in the Social Marketing Process
ReplyDelete1: Extensive research throughout your campaign is an imperative component of any successful social marketing program.
2A: Substantial formative research is necessary for the initial development of your campaign and helps to answer questions like, the problem you are tackling, the audience you will target, and the context in which this problem takes place, and the product you will use in order to remedy this problem. After formative research is done, one can decide whether to move forward with either primary or secondary research, and quantitative or qualitative.
2B: Secondary research can be helpful in identifying the positive and negatives of previous campaigns that were conducted, and can help you tailor your messages for a more effective outcome. On the other hand, primary research is necessary in order to test your own messages in the pretesting stage, and allows you to make any necessary adjustments, while assessing any effects of your program once implemented.
Chapter VI: Analysis
1: Before one can develop a successful social marketing campaign, they must first understand the problem they are addressing, research the environment in which the program will be implemented, and evaluate the resources that will be available to them during them campaign.
2A: According to the book, “to create sustained behavior change, the environment must be conducive to the actions you are promoting” (36). As such, your analysis of the environment is crucial in answering questions like the breadth of the issue, policies that might effect or hinder your campaign, and other social, political, and economic factors that are at play in the community you are addressing.
2B: Finally, an assessment of the resources with which you are working is crucial in establishing the scope of your campaign. In identifying your budget, and other resources like any skilled personnel available to you, workspace, and access to your target audience, you can figure out whether you have adequate funding, need to seek additional support, or possibly even narrow your scope.
Chapter VII:
1: In conducting formative research, the most important thing you can do is to learn as much about each segment of your target audience as you can, in order to more effectively reach each segment.
2A: Qualitative research can be very effective in identifying appropriate messages and strategies for your campaign. Qualitative research can be conducted through focus groups, in-depth interviews, observational studies and ethnographies, as a way to gain “in-depth understanding of the situation and its meaning for those involved” (54)
2B: While quantitative research can be extremely informative, it can also be quite costly. If you do not have the expertise necessary for these types of surveys, it is equally important to talk with members of your target audience. “Talk to them, but more important, listen to them” (55). This can happen in informal settings like over pizza, at a Laundromat, or on a college campus.
Chapter VIII: Segmenting the Target Audience
ReplyDeleteI: While a problem might seem as if it extends across an entire population, segmentation is an important way to separate your audience in order to provide messages that meet each group’s specific needs.
2A: “Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience” (69). This can help you focus your thinking throughout the planning phases, and spend your resources more effectively
2B: “The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly” (70). While you may have a relatively similar population, segmentation can be extremely beneficial in focusing larger, more complex campaigns.
Chapter IX:
1: This chapter demonstrates how to move from the research to planning phase, and begin developing a successful social marketing campaign through defining objectives and setting goals.
2A: Identifying goals refers to the “overall change in health or social problem your program will strive to reach” (79). However, it is important to set realistic goals that are actually attainable through your campaign. Similarly, objectives are “the immediate steps that must be taken to reach each goal” (79). Objectives may include a range of things, from changes in behavior, to changes in environment, to certain “project milestones.”
2B: When creating objectives, consider using the SMART format, and make sure they are measurable, as this stage is “critical for both planning and evaluation” (80). Under each objective, begin to create a list of activities you will pursue in order to complete that objective.
Question: It seems like much of the formative research (particularly gathering quantitative and qualitative data) requires pretty extensive resources and expertise. While the book suggests just going out and talking to people during this stage if you lack resources, would a campaign that did this be at a serious disadvantage to one who has plenty of money for epistemological studies, surveys, and other kinds of research?
Chapter 5:
ReplyDelete1. There are three types of research used during the social marketing process, formative research, process evaluation research, and summative evaluation research.
2.a. Formative research guides the initial development of the program. Specifically, throughout the first four steps: analysis, strategy development, program and communication design, and pretesting.
b. Secondary research data has proven to be the most efficient way to gather information. This data includes books, census data, journal articles, marketing databases and unpublished studies.
Chapter 6:
1. Social marketers must analyze the problem and the environment to plan a social marketing program.
2.a. Analysis includes understanding the problem to be addressed, the environment in which the program will be implemented and resources available for the program. This will help to identify possible opportunities and possible hurdles for the program.
b. In evaluating the environment, these are some of the questions that should be posed: What social, economic, or demographic factors might be at work? What's the political climate in relation to the topic/problem and are there current policies/ legislation regarding the program?
Chapter 7:
1. Conducting formative research involves going directly to the source, the members of the target audience.
2.a. Qualitative methods for formative research are: focus groups, in-depth interviews, case studies and observational studies. Quantitative methods include: knowledge attitude and behavior surveys, intercept surveys and marketing databases.
b. Focus groups are based on 8-10 people and are an effective way to gather information. The small group size allows individuals to be heard and listened to intently.
Chapter 8:
1. After the analysis phase, segmentation aids strategy in the development process.
2.a. Segmentation helps social marketers identify the groups that receive the most reach by the campaign. It also gives them a better idea of how to position a product.
b. Segments may be based on geographic factors, demographic factors, physical or medical factors, psycho-graphic factors, and attitudinal and behavioral factors.
Chapter 9:
1. Creating a strategy to build a program is based off of previous research and it can be modified over time.
2.a. The strategy serves as a reference point through out the process and guides goals and objectives. The goal in the strategy will refer to the overall solution to the problem and it will describe the change being implemented.
b. Objectives will define the steps that must be taken to reach that goal. Thinking about " what has to happen?"
Question; How do you determine what the secondary target segments should be?
chapter 5.
ReplyDelete1. This chapter focuses on the research aspect behind putting together a successful social marketing campaign. There are three different type of research that are important to look at when creating a social marketing campaign, these are formative research, primary and secondary research, and qualitative and quantitative research.
2a. The most efficient way to gather information is through gathering information from studies and research that has already been conducted. This secondary research includes data collected from sources like journal articles, marketing databases, books, and published studies to name a few.
2b. Quantitative research can help you discover what characteristics of peoples behavior change are related and the probability of any behavior changes being related to you program.
Chapter 6.
1. This chapter focuses on the many different areas of analysis that you have to take into account when creating a social marketing campaign. When creating a social marketing campaign you have to analyze the problem, your environment, and your resources.
2a. When analyzing the problem it is important to look at ways to prevent the problem for occurring or spreading. By understanding the causes you are more easily able to identify the key behaviors that will help you in a preventative way.
2b. For sustained behavior change to occur it is important for the environment you are working in to be conducive to the actions you are promoting. You can make sure of this by asking yourself questions like what social, economic, or demographic facts might be at work in this community?. This is just one of they many questions you should ask yourself about what is going on in your environment.
Chapter 7.
1. This chapter focuses on Formative Research and how it is important to learn about the world and worldview of your target audience to enhance your message. Thus making your message more meaningful to the members of each segment themselves.
2a. One qualitative research method that is very effective is the use of focus groups. Focus groups are a focused conversation amongst a small group of people all having similar characteristics.
2b. A Quantitative method of research that is very effective is intercept surveys. Intercept surveys find their respondents by going to places where their target audience would frequent. Intercept surveys are commonly used to pretest program materials.
Chapter 8.
ReplyDelete1. This chapter focuses on the segmenting of the target audience. Using segmentation allows social marketers to identify the groups most reachable by social marketing campaigns and how to to tailer their message to each segment.
2a. It is important when targeting the segments to identify the targets of risk, this group can be found by looking for segments that are more likely to have the problems because of their current behaviors.
2b. It is also very important to take in to mind where you are allocating your resources. It is important when creating a social marketing campaign to make sure that you are allocating equal amounts of resources to all relevant segments.
Chapter 9.
1. This chapter looks at the bays to effectively build a social marketing strategy. This can be achieved through proper planning that sets a realistic destination. Also the use of the many “P’s” of social marketing are very important in creating a successful campaign.
2a. It is important to look at place so you can see where the target audiences makes decisions about engaging in a desired behavior. Without the place element you could go to the wrong area and be trying to instill behaviors on an audience that won’t respond to your campaign.
2b. It is also very important to see if there are other organizations working on similar problems that you can team up with. By teaming up with another organization you can pool your resources and data to make your campaign more effective
Question: Are any of the “P’s” of social marketing more important than the others and if so which ones should get the most attention?
ReplyDeleteChapter 5: Research in the Social Marketing Process
Thesis: Formative research provides context to social marketing strategies by using specific questions to identify key aspects of the market.
5A: Primary research focuses on internally identifying specific needs of your program. Secondary research uses existing research to aid to your programs studies.
5B: Quantitative research uses mathematical techniques (samples, statistics) to learn more about the target audience, in a concrete manner. Qualitative research takes those results and digs further to understand "why", by using further analysis.
Chapter 6: Analysis
Thesis: Social marketers look at the problem, environment and available resources as a starting point of their SWOT analysis.
6A: Determining the problem will force social marketers to understand the current situation (what is working? what need's improvement? how can a realistic improvement be made?).
6B. The environment and available resources go hand-in-hand with each other in terms of creating an effective and measurable solution. Looking at internal and external resources will give the campaign more consistency, by understanding the strengths, weaknesses, opportunities and threats of the current situation.
Chapter 7: Conducting Formative Research
Thesis: Although secondary research is a good starting point, conducting primary research through formative questions, can help reach each segment of the target audience.
7A: Researching the target audience through segmented questions and research tools will further identify the knowledge of the target audience.
7B: Focus groups allow larger target audiences to be represented in an efficient yet timely manner, when conducting research.
Chapter 8: Segmenting the Target Audience
Thesis: The segmentation of target audiences allows a channel for strategic communication to identify the next step for the group or organization.
8A: Working backwards, understanding the importance of various segment groups will allow the social marketer to grasp a better understanding of that groups wants and needs.
8B: Once the segments have been identified, the social marketer can determine the best approach to successfully communicate with the group.
Chapter 9: Building the Social Marketing Strategy
Thesis: After conducting proper research, a social marketing strategy can begin to be built, beginning with a setting attainable goals and objectives.
9A: SMART goals should be outlined to determine if they’re realistic and universally agreed upon.
9B: The 8 P’s of the marketing mix can be used to decompose the analysis obtained through the market segmentation.
Question: Can the 8 P’s of the social marketing mix be utilized prior to the market segmentation?
Chapter 5:
ReplyDelete1. This chapter focuses on formative, primary and secondary research as well as qualitative and quantitative analysis for a social marketing campaign.
2. Formative research is the step before primary and secondary research. Formative research involves analysis, strategy development, program and communication design, and pretesting. By going through these steps, you can identify why you are collecting the information that you are.
3. Primary and secondary research involves gathering information through data and studies published as well as conducting your own research necessary for decision making. Within primary and secondary research is qualitative, an anthropological approach to understanding the “why” of an issue, and quantitative, the probability of a particular behavior that is either statistically significant or not, analysis.
Chapter 6:
1. After research, the next step to a successful social marketing campaign is analysis of the results, which is explained in chapter 6 specifically by analyzing the problem, analyzing the environment and analyzing your resources.
2. In analyzing the problem, one must understand the epidemiology of the problem. Epidemiology essentially means how the problem is distributed in a population. This way, you can learn how to prevent the problem from spreading.
3. Analyzing the environment involves determining the economic and social factors at work in the community and seeking out a target audience. Additionally, this analysis questions what current policies may affect your social marketing program and what organizations are currently addressing the issue.
Chapter 7:
1. Chapter 7 discusses how to conduct formative research by reaching out to particular segments of your target audience through qualitative and quantitative means.
2. The author highly suggests using focus groups because they can offer insight into people’s perceptions, beliefs and language related to a particular issue. The first step is to get a group of participants together, preferably people who do not know each other very well, and discuss the problem. Recruitment helps encourage participants in joining a focus group.
3. Once a focus group is complete, you must interpret the results by having transcripts made of the recordings from the group, and preparing a report of the findings.
Chapter 8:
1. Chapter 8 is all about segmenting the target audience so that your campaign can focus on specific groups of people.
2. Segmenting can be based on factors such as geographic, demographic, physical/medical, psychographic, attitudinal, and behavioral. For social marketing specifically, attitudes and behaviors are often more important than demographic factors because you are seeking audiences who are similar to one another, which is often not as powerful when simply defining by age or race.
3. In order to target segments, you must consider the “targets of risk” who are more likely to have the problem, “targets of opportunity” who are easier to change, and sizing the groups appropriately. Allocating resources limits problems involved in the segmented process by determining factors such as segment size, reachability, and costs.
Chapter 9:
1. In order to build the social marketing strategy, one must set goals, brainstorm about each element of the marketing mix research, and creating a work plan.
2. Brainstorming the marketing mix is important because it will prepare you for program and communication design. Asking questions pertaining to product, price, place, promotion, publics, partnership, policy and purse strings offer relevant insight to understanding the problem at hand.
3. Creating a work plan involves understandings tasks, people responsible for those tasks, deadlines, and resources. This plan can be or may have to be flexible so that you can readjust aspects if necessary.
Question: Is it conducive to perform experiments during primary research instead of focus groups? This way, the results could be based off a survey or questionnaire that is more personal and a way for the contributor to remain anonymous.
Chapter 5 - The first step of the research process should be formative research, which helps begin strategy development.
ReplyDeleteA. Formative research answers questions such as: what is the problem? Who is the target audience? How does your target audience behave? What product can you offer as a solution? What are the main barriers? Which messages and materials will best reach your audience? What is the best social marketing mix?
B. Formative research can also utilize a process known as “backward research”, which implies that you should know why you are collecting information before you start to research.
Chapter 6 - The analysis phase involves investigating the problem the be addressed, the environment in which your program will take place, and the resources available for your program.
A. Researching the environment includes asking questions about social, demographic, and economic factors, political climate, current policies, competing organizations, and potential channels.
B. Partnerships are a potential resource to utilize and is also one of the P’s of the social marketing mix. Partnerships can be used to increase funding, or simply expand the spread of your program. Partnerships also allow a pooling of resources and “synergistic effect”. However, there are also cons to partnership such as administrative issues, ownership issues, or participation issues.
Chapter 7 - The goal of conducting formative research is to learn as much about the world of each target audience segment as you possibly can.
A. Besides researching your target audience’s knowledge, attitudes, beliefs, and behaviors, it is also important to research the communication channels that they will use the most or pay the most attention to. This includes focusing on which media channels get the most attention, different times and places that the audience will view these channels, and researching who is seen as a credible spokesperson for different issues.
B. A useful qualitative method is to use focus groups to gather information on your target audience. Focus groups generally involve researchers observing 8-10 participants in a controlled environment. Participants should be similar to one another to encourage conversation and comfort. It is also important to keep things such as confidentiality and neutrality in mind.
Chapter 8 - Segmenting your target audience helps with both understanding your audience better, as well as using your resources and spending money and effort more efficiently.
A. You can segment your audience by many different factors, including: geographic (city, county, etc), demographic (age, gender, income, etc), physical (medical history, health status, etc), psychographic (lifestyle, values, etc), attitudinal (opinions, beliefs, etc), or behavioral (media habits, product user status, etc).
B. When deciding how to spend resources, you have several different options: allocating equal amounts of resources to each segment, allocating different amounts of resources to each segment, or allocating all resources to one key segments.
Chapter 9 - After you have completed your research and are beginning to build your program, it is important to ask yourself “How will the world look different if we achieve our goal?”, and set specific, measurable, achievable, relevant, time-framed goals and objectives.
A. Purse strings is an important “P” to keep in mind during this phase. Is the funding that you currently have going to be enough? Are there additional funding sources you could reach out to, if necessary? Are there potential partners that would invest in exchange for positive publicity?
B. The final step of the planning stage is to create a work plan. This should include tasks & subtasks, the person/people responsible for the task, deadlines, as well as needed resources.
QUESTION: Which P's of the social marketing mix are most important when researching your target audience? Are they all of equal importance?
Chapter 5:
ReplyDelete1. This chapter is about research in the social marketing process, specially formative research which includes primary and secondary research, and qualitative and quantitative research.
2. a.) Formative research occurs throughout the first four steps in the process of analysis, strategy, development, community design and pretesting.
b). Quantitative and qualitative research gives information in different perspectives in order to view a situation in multiple ways. This research is used to gain a deeper understanding of a particular issue.
Chapter 6:
1. Social marketers have to focus on analyzing the problem to be addressed, the environment and the resources available in order to successfully plan a social marketing program.
2. a.) In order to analyze the problem to be addressed, social marketers need to be aware of the epidemiology of the problem. Epidemiology describes how a disease or problem is being distributed in a population.
b.) Analyzing the resources available for the social marketing program includes evaluating the internal resources and establishing partnerships with people/organizations who are working towards the same goal.
Chapter 7:
1. Formative research includes researching the members of the target segment audience, obtaining qualitative and quantitative data, and collecting in-depth information on the focus groups in the social marketing program.
2. a.) Some of the research conducted on segment groups includes the knowledge of the segment target audience, their attitudes and believes, and their communication channels.
b.) Social marketing programs research focus groups by focusing on the participants, the recruitment and the environment. All of these areas give social marketers information about who they are targeting, how they will target them, and where they will find the target group.
Chapter 8:
1. This chapter focuses on the importance of segmenting the target audience in order to develop a more successful social marketing program.
2. a.) Social marketers segment their target audiences by factors like geographic, behavioral, and/or demographic.
b.) There are three ways that resources are allocated within a program and they are; allocating equal amounts of resources to all relevant segments, allocating different amounts of resources to each segment, and allocating all resources to only one or a small number of key segments.
Chapter 9:
1. In order to build a social marketing strategy, social marketers need to set goals and objectives, think about and implement the social marketing mix, and create a work plan.
2. a.) Social marketers should keep the SMART format in mind when developing objectives. SMART stands for specific, measurable, achievable, relevance and time framed.
b.) Creating a work plan is important because it helps keep the project on schedule and also helps role responsibly. The work plan is very detailed and it includes tasks and subtasks, deadlines, person responsibilities, and resources needed.
Question:
Is it difficult to attain information on a segmented target audience? Once the information is obtained, how likely is it to have a desired response from that group of people?
Chapter Five: This chapter discusses the three different types of research in social marketing: formative, primary/secondary and quantitative/qualitative.
ReplyDeletea. Quantitative research provides the data that we can use to show the data, as opposed to qualitative which provides the answers “how” questions.
b. It’s necessary to have both primary and secondary research. Secondary is cheaper and is a good beginning point.
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Chapter Six: This chapter discusses how social marketers must look at different issues to develop a working social marketing program.
a. Interviews with professionals are important in the beginning of a social marketing plan because it provides a starting point to developing the process.
b. It’s incredibly important to look at the available resources because if they do not have what they need or the funding for it, it can cause serious problems. It’s important to partner with other organizations for the resources and credibility.
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Chapter Seven: This chapter discusses how conducting formative research on the target audience is very important and can be done in many ways.
a. It is important to begin by setting goals and objectives. These goals should be challenging but obtainable.
b. Focus groups are important if you put enough time into developing the questions because they can provide very relevant and important information.
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Chapter Eight: This chapter discusses the importance of understanding and targeting your specific target audience using segments.
a. Segmentation is used to identify groups of people that are similar to each other who would respond to certain messages in similar ways.
b. There are nine factors in segment strategies including: problem severity, incremental costs and segment size.
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Chapter Nine: This chapter discusses setting goals and creating an effective strategy to do so.
a. If you have measurable and obtainable goals/objectives, it will provide a concrete plan for the project and success will be reachable.
b. The 8 P’s are used in the “preliminary marketing mix” where they are rated in importance in a marketing plan. It’s important to recognize that each P will be critically viewed in the mix.
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Question: What happens if you miss a “P” while making the preliminary marketing mix? Does it throw the entire thing off?
Chapter 5: Research in the Social Marketing Process
ReplyDelete1. Research plays a key role in the social marketing process.
1A. There is formative research that is to guide the initial development of the program and occurs throughout the first four steps of the process, analysis, strategy development, program and communication design, and pretesting. Quantitative research includes surveys, samples, and statistical analysis, while quantitative research helps you to understand the "why" of an issue.
2B. Secondly there is primary research and secondary research, which are almost impossible not to use together. Secondary research is the date you collect from other studies that have already been conducted by other researchers and organizations. Primary research is where you must test your message and materials with your own target audience, like performing a focus group.
Chapter 6: Analysis
1. Social marketers must analyze several major issues when beginning to plan a social marketing program, such as the problem to be addressed, the surrounding environment, and the available resources.
1A. Analyzing the problem includes secondary research into the problem and trying to find the problems and behaviors associated with the issue, and lastly, find a solution. Analyzing the environment is similar, you must acknowledge the other messages and organizations surrounding your audience, what are your demographic barriers and what channels best suit your message and will effectively reach your audience.
2B. Lastly, you must analyze your resources by looking through the budget first, but also the skilled personnel, adequate office facilities, access to the target audience, and time. Even if you have sufficient funds, build connections with key people and organizations that have the potential to bring attention and credibility to your issue.
Chapter 7: Conducting Formative Research
1. To determine the best way in which to reach the people in each segment, you must go directly to the experts, members of the segments themselves.
1A. Your aim is to get a clear and complete picture of how best to reach each segment of your target audience through qualitative methods, such as focus groups, interviews, and observational studies, and quantitative methods, knowledge, attitudes, and behaviors, intercept surveys, and marketing databases.
1B. Focus groups are the best way to obtain insights into people's perceptions, beliefs, and language related to a particular issue. First gather your participants, that are relevant to the issue by contacting them or having them contact you, find the right environment, ask questions that bring discussion and then analysis your focus group once it is done.
Chapter 8: Segmenting the Target Audience
ReplyDelete1. Segmentation will help you to be more strategic in developing your program by narrowing down the audience to allow you to tailor the message to the specific needs of a particular group.
1A. Segmentation helps you to develop an audience-centered program by getting to know and understand the various subgroups that might be in your target audience. The goal of segmentation is to identify distinct groups of people who are like each other in key ways, such as demographics, attitudes and behaviors, and are liable to respond to a particular message similarly.
1B. When you determine the segmentation categories you must decide how to approach resource allocation within the program, you can allocate equal amounts of resources to all relevant segments, allocate different amounts of resources to each, and allocate all resources to only one or a small number of key segments. Then you must think about segmenting a secondary audience, which could be the best way to reach the primary audience.
Chapter 9: Building the Social Marketing Strategy
1. In the strategy, you will set goals and measurable objectives, consider the elements of the marketing mix as they relate to your program, and create a work plan for program development.
1A. The goal of the program refers to the overall change in the health or social problem your program will strive to reach, and objectives describe the intermediate steps that must be taken to reach each goal. When writing your objectives, they must be specific, measurable, achievable, relevant, and time framed.
1B. During the social marketing mix you will be able to think through a comprehensive strategy for your program through considering each "P" of the social marketing mix in relation to your target audience segments. Lastly, you must create a work plan that should be as detailed as you can make it, including tasks and sub-tasks, person responsible, deadline, and resources needed for each objective.
Question: What if you can not find enough people from your target audience to fit into a focus group? Do you shift your target audience, or do you just do your focus group with a limited number of people?
Chapter Five
ReplyDelete1. Research is essential to the social marketing process and is conducted through different means.
2a. In order to understand how to target a particular market you must first understand the issue, and subsequently keep track of the success your marketing strategy may or may not have. Both of these steps require research.
2b. Formative research guides initial development of the program. Primary and secondary research comes from data and research previously collected by other organizations. Quantitative and qualitative research help to understand how many people believe or behave a certain way as well as why they hold those beliefs or adopt those behaviors.
Chapter Six
1. Social marketers must gain extensive knowledge about the market they are entering and be able to realistically assess their available resources in order to harness the support of appropriate community partners.
2a. The environment surrounding your target market may help or hinder your success in said market. It is necessary to investigate the economic and demographic factors, the political climate, current policies and what messages might be competing for attention with your program in order to achieve your marketing goals.
2b. Partnership is one of the four additional P’s of marketing. It can be vital to your programs success to know what resources are available to you and which ones can help you expand your reach in the best way possible.
Chapter Seven
1. The key to formative research is to learn as much as possible about worldview of your target audience segment and create the most clear vision of how to reach each segment through qualitative and quantitative research.
2a. Intercept surveys are a form of qualitative research in which interviewers systematically screen passerby to locate target audience members who might be willing to respond to an interview. They are commonly used to pretest program materials.
2b. Focus groups are the research method most closely associated with social marketing. They gather individuals with similar characteristics to weigh in on a particular topic. Focus groups can help to identify the most effective messages and approaches to use on target segment.
Chapter Eight
1. Borrowed from commercial marketing practice, target audience segmentation can help to identify the groups most reachable by a social marketing campaign and help to develop an audience-centered program by getting to know the various subgroups.
2a. To determine the most important segmentation criteria one must consider which factors are most important in furthering behavior adaptation. Geographic, physical/medical, psychgraphic, attitudinal and behavioral characteristics might play a role in defining a sub group.
2b. “Targets of risk” as well as “targets of opportunity” will help to identify the primary and secondary audiences as well as where resources should be allocated.
Chapter Nine
1. Program strategies serve as a reference point throughout the program development to measure success.
2a. Setting SMART goals can be useful in evaluating the success of program. These goals are specific, measurable, achievable, relevant, and time framed.
2b.The marketing mix serves to create a comprehensive strategy. By considering each P of the mix in relation to the targeted segment your strategy is up to date with the most recent insights and can grow as your program develops.
Question:
In what ways can “psychgraphic” factors be used to better target a segmented audience?
5. There are three types of research that are fundamental in the social marketing process; formative research, process evaluation research, and summative evaluation research.
ReplyDelete5a. Formative research is the first step in social marketing that occurs through the first four steps: analysis, strategy development, program and communication design, and pretesting.
5b. Quantitative research methods involve statistics, experiments, random samples, and statistical analysis. Qualitative research methods answer the question “why”, and include focus groups, interviews, and observation studies.
6. A crucial part of being a social marketer is the analysis of the problem to be addressed, the environment in which the program will be implemented, and the resources that are available for such program.
6a. Secondary research serves to analyze approaches to the given problem and how that problem is distributed within the population.
6b. Analyzing the environment is the next step in figuring out how successful your program will be. Once this is completed your target audience can be placed into segments.
7. Questioning the people of the targeted segments will inform you of the best way to successfully reach them.
7a. Qualitative methods for gathering information from your targeted segments are focus groups, holding in-depth interviews, doing individual case studies, or observing your target audience members.
7b. Focus groups are the most popular of the research methods, and should be small groups questioned in a comfortable setting.
8. Segmentation allows social marketers to best reach each segment of the target audience for a successful advertising.
8a. Segments start being made by looking at geographic, demographic, physical, psychographic, attitudinal, and behavior factors of the public.
8b. Once segmentation is complete, resources needed to be allocated to each segment in an efficient and organized way.
9. The primary and secondary research methods allow for reasonable goal setting.
9a. The social marketing mix aids in strategy development, by closely examining product, price, place, promotion, and addressing publics, partnership, policy, and purse strings.
Q: What is the best method for ensuring the social marketing project can respond well to changes within the environment?
Chapter 5:
ReplyDelete1.Depending on the particular scope and purpose of your project, there are many different kinds of research that can best inform you and aid you in the decision making process.
2. a) Secondary research can be super accessible and helpful in gathering information relevant to your project, but doing the research yourself (primary) can offer a more complete understanding.
b) When conducting research it often helps to use a backwards approach, start with the important points of the program and then determine what information you need to make the best possible decision.
3. What types of research can help you decide what mediums or marketing tactics to use on your target audience?
Chapter 6:
1. Conducting/gathering research is one thing, but in order to make the research useful you must extrapolate the key findings and understand how the important factors are going to effect your project decisions.
2.
A) Problem analysis needs to be extensive, you must know what factors have caused the problems, who it affects, what the consequences are, and what attempts have already been made to solve the problem.
b) It is also important to analyze the environment surrounding the problem: what the socioeconomic factors exist, any policies or political tensions regarding the issue, who else is addressing the problem, and how to best communicate about the problem.
3. What is the best way to approach a potential partner that you don't exactly agree with or who doesn’t agree with your mission?
Chapter 7:
1.When conducting formative research you should consider who you are going to be probing for information and consider how their position in the greater picture and world view will affect how you interact with them.
2. A) You want to adapt your outreach and data collection methods based on the characteristics of individuals you are trying to work with.
B) It is important for the individual you are interviewing to know what the results are going to be used for so that they will keep that in mind when answering your questions.
3. Is it still possible to moderate a focus group while remaining somewhat biased towards your project goals?
Chapter 8:
1.Rather than designing a one size fits all communication strategy, it can be more effective to target specific groups within your greater audience using specific strategies based on their characteristics.
2. A)This divide and conquer strategy can be much more successful in targeting various age ranges, socioeconomic, and geographic groups.
B)This technique can also be used to divide and conquer various personality characteristic groupings.
3. If a project is too specific in targeting one group that it is obvious, does the group being targeted resent that?
Chapter 9:
1.You want to tailor your goals and objectives based on all of the research you have collected, but leave them open for change as more information becomes available.
2. A) Keep your goals broad, on a macro level, you want them to be challenging yet realistically achievable.
B) You want the objectives or steps to take in order to complete your goals to be more specific, and measurable so that you can track your progress.
3. If one audience segment is not responding to your message but others are, do you consolidate your resources around those who are responsive or try to focus more on those who aren’t.
Chapter 5
ReplyDeleteThesis: Using research to inform your marketing efforts leads to stronger output.
Supporting documentation: Secondary research can be one of the most efficient ways to gather necessary information, as it does not require extensive efforts by staff. The issue is that often this research requires further extrapolation in order to apply the knowledge for your purposes.
The other key note is the difference in quantitative and qualitative data. The benefit of quantitative data is statistical evidence, allowing quick interpretation. The qualitative data offers more intimate understanding of personal response and distinct experience.
Chapter 6
Thesis: Familiarizing yourself with the environment around a social marketing program will allow you to better recognize opportunities and threats.
Understanding how the audience understands the consequence of behavior can be a helpful tool to directing a change in behavior. The author refers to Mothers Against Drunk Driving and their attempt to combat intoxicated driving.
After studying the individual problem you are attempting to address, widen the scope and study the environment surrounding the issue. Being aware of the political implications, of impending legislation and other elements allows the marketer to plan around potential periods of strength and weakness.
Chapter 7
Thesis: Directing internal research to substantiate and expand on previous knowledge requires first person contact and valid information.
One method of formative research is the focus group. The author notes that they can be used to “obtain insights into people’s perceptions, beliefs, and language related to a particular issue.”
The author continues by explaining how a focus group should be run, including the importance of developing a “topic guide” and ensuring that the moderator is very familiar with that topic guide.
What databases exist that offer cost-free demographic information?
Chapter 8
Thesis: Understanding that your target audience isn’t homogenous and can benefit from intelligent segmenting creates more meaningful and effective social marketing efforts.
The author makes a very distinct example of a “McDonalds Meal.” Marketers sell a McDonalds meal to a young boy very differently from how they would to a young single-mother.
The author continues to discuss how to best allocate funds to have the greatest reach. Some factors to consider include segment size, problem incidence, problem severity and others. Of the nine factors mentioned, all may impact allocation and turn the marketing scheme to a new direction.
Chapter 9
Thesis: Even after informed research, strategy development requires several steps and isn’t a necessarily linear process.
The initial step in designing a strategy should be to define clear goals and objectives. By focusing these goals and objectives towards outcomes, you are able to adapt and redirect to meet the ultimate goal.
Continuing on, the author notes that the marketing mix is essentially “a living document” but must be fluid enough to adapt to changes.
What are the most powerful P’s? Where should I expect to focus most of my attention?
Excellent reflections and questions, colleagues.
ReplyDeleteLet's dive in during class.
Dr. W
Chapter 5- Research in the Social Marketing Process
ReplyDelete1. Social marketing relies on research to reach its full potential and maximum effectiveness.
2. A- Conducting formative research helps you to gather the key information to implement an effective plan with maximum results. This kind of research includes looking at information such as what mediums would be most affective in reaching your target audience.
B- Once you decide to do research, there are a few ways to go about doing so. You can use a combination of primary and secondary research, which includes that you have conducted yourself versus results you have found already compiled. You can also decide what kind of information you would like to examine: quantitative vs. qualitative. There should be a combination of both to ensure you are seeing the entire picture surrounding an issue.
Chapter 6- Analysis
1. Analysis is crucial to "test the waters" and find out what mediums will appeal to and be most affective for your target audience.
2. A- Try and look at the problem from different aspects. You can ask yourself such questions as: What aspect of the problem will you address, what can be done to prevent the problem from occurring and spreading, what are the consequences of the problem, and so on. These will help to ensure you're taking a step back and really picking the issue apart.
B- Aside from picking the problem apart, it is important to recognize the environment in to which you will be sending your message. Who is your competition, what external factors may hold you back, will your message be well received, and even are there any opportunities for you to join forces with another group? Asking yourself these questions will ensure you're ready for any challenges you may face along the way.
Chapter 7- Conducting formative research
ReplyDelete1. Formative research gets you down to the nitty gritty of your problems key aspects by taking the primary research you conducted and breaking it down into smaller bite sized chunks.
2. A- You can break the research methods down in to two varieties, qualitative and quantitative. Both of these approaches will award you different sets of information for you to base your message off of.
B- Using focus groups is one method categorized under qualitative methods that can produce great results. In this intimate setting you can get an idea of people's receptiveness to certain ideas and weed out methods or aspects of your message that may illicit the wrong response.
Chapter 8- segmenting the target audience
1. Segmenting your audience and tailoring messages to individual groups is one of the most effective ways to get the greatest response from the community as a whole.
2. A- In social marketing, segmenting targets a group of peoples attitudes and behaviors rather than general demographics. If you look at smoking for example, the whole audience can be broken down into groups based on smoking status, desire to quit, attitude about smokings effects, etc. This will help you to tailor a more effective and specific message for many of your recipients.
B- Remember to allocate your resources in the most effective way. If you end up with 6 segments in your audience, try and focus on anywhere from 1-3 segments to illicit maximum effectiveness from those groups, rather than minimal effectiveness from many groups.
Chapter 9-
1. Once you had done your research, it is time to develop your strategy, and doing this early on gives you time to add on and modify your course of action.
2. A- A great place to start is by setting goals and objectives. These will give you milestones to reach on your way to your ultimate goal, or the desired behavioral change. If you can knock a goal off one at a time you will continue progression while having the maximum impact on your audience.
B- Creating a work plan is essential after you have an idea of what you are facing. Once again, by laying out the steps you need to take to reach and effect your audience you avoid confusion, missing aspects, and a generally weak campaign. For each objective you should identify the tasks and subtasks, person responsible, deadline, and resources needed.
Question- How can you assure you meet every goal when you are working on more than one, are these done in a linear fashion, simultaneously?
Chapter 5
ReplyDelete1. Chapter 5 talks about three different types of research in the social marketing process: formative research, process evaluation research, summative evaluation research.
2. A) Formative research aids in guiding the initial development of the program, process evaluation research, and summative evaluation research.
B) In different times, different methods are appropriate. Qualitative research methods helps you understand the questions “why” of an issue in depth. Quantitative research method helps you understand information from the perspective of number, probability and whether statistically significant or not.
Chapter 6
1. This chapter is about how to make a successful social marketing program requires social marketers to analyze different issues.
2. A) Analyzing your resources is very important to either make what you’re looking for smaller or try to find more funding that will enlarge your budget. This might take more time but by sending out more letters and proposals will help organization succeed.
B) Establishing partnerships with orgs working on the same matter and evaluating the internal resources are important in in analyzing resources available for a social marketing program.
Chapter 7
1. Conducting formative research.
2. A) Social marketers now use focus groups more than they have ever done.
B) Focus groups should happen in a comfortable environment. Groups’ members should be able to make eye contact with everyone and feel comfortable in the room in which they are.
Chapter 8
1.Segmenting the target audience.
2. A) “The goal of segmentation is to identify distinct groups of people who are like each other in key ways and, therefore, are liable to respond to particular messages similarly.”
B) Segmentation is based on factors such as psychographic, geographic, , physical/medical, attitudinal, demographic , behavioral. Social marketing requires to focus more on attitude rather than demographics in some programs.
Chapter 9)
1. Building social marketing strategy.
2. A) The eight Ps of marketing mix are very valuable in social marketing. They are: product, price, place, promotion, publics, partnership, policy and purse strings. All of them are used to create an effective social marketing campaign.
B) Just like in general marketing, your goals in social marketing should be SMART.
Question: How do you go about determining which research method would work best?