Principles and Practice of Social Marketing An International Perspective

• Main Authors: Donovan, Rob, Henley, Nadine
• Format: eBook Book
• Language: English
• Published: Cambridge Cambridge University Press 28.10.2010; Cambridge Univ. Press
• Edition: 1
• Subjects: Behavioural psychology; Betriebliches Umfeld; BUSINESS & ECONOMICS / Sales & Selling bisacsh; Communication; Environmentalism; Ethics; Marketing; Marketing research; Marketingmanagement; Marktforschung; Non-profit organizations; Social change; Social marketing; Sozialer Wandel; Werbeplanung

This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marke...

Table of Contents:

• Criticism of unintended consequences -- Ethical social marketing research -- Concluding comments -- 9 The competition -- Competition and the principle of differential advantage -- Defining the competition in social marketing -- Categorising the competition in social marketing -- Monitoring the competition -- Body image and eating disorders -- Tobacco -- Alcohol -- Prejudice -- Countering the competition -- Examples of product alternatives -- Examples of behavioural alternatives -- Advocacy for regulatory enforcement and change -- Industry self-regulation: an oxymoron? -- Kids are kids right? Wrong. Kids R Cutomer! -- Competition for kids: school as battleground -- Internal competition -- Privatisation -- Concluding comments -- 10 Segmentation and targeting -- Psychographics -- Behavioural clustering -- Motives and benefits segmentation -- Sheth's and Frazier's attitude-behaviour segmentation -- A stage approach to segmentation -- Stages of change for public opinion -- Community readiness model -- Personality -- Selecting target audiences -- The TARPARE model -- TARPARE example: selecting a target segment for a physical activity campaign -- Cross-cultural targeting -- Cultural tailoring -- Individual tailoring -- Targeted versus tailored messages -- Concluding comments -- 11 The marketing mix -- The social marketing mix -- Policy -- Product -- Product considerations in social marketing -- The product mix in social marketing -- Products for intermediaries -- Branding in social marketing -- Brands and sub-brands in the product mix -- Place -- Intermediaries -- Use of non-traditional intermediaries -- Churches in place strategies -- Computers/kiosks -- Helplines and phone-based care -- Peer selling -- Price -- Pricing of community services: who should pay? -- Promotion -- People -- Partnerships -- Concluding comments
• Cover -- Half-title -- Title -- Copyright -- Contents -- Tables -- Figures -- Preface -- Acknowledgements -- 1 Social marketing and social change -- Marketing and business -- What is marketing? -- Defining social marketing -- Social marketing's beginnings -- Social marketing: what it is - and what it is not -- Not-for-profit marketing: -- Cause-related marketing: -- Pro-social marketing: -- Societal marketing: -- Corporate philanthropy: -- Social marketing and social change tools -- Education, motivation and regulation -- Social marketing and health promotion -- Social marketing, the public health approach and social medicine -- Social marketing and social mobilisation -- Concluding comments -- Further Reading -- 2 Principles of marketing -- Marketing basics -- Principles and practices of marketing -- A consumer orientation (the 'marketing concept') -- Can social marketing really be based on customers' needs?: -- The concept of exchange -- Customer value: the concept of the marketing mix -- Market (or customer) segmentation: the principle of selectivity and concentration -- Competition and the principle of differential advantage -- The use of market research -- An integrated process -- The environment -- Differences between commercial and social marketing -- Concluding comments -- Further Reading -- 3 Social marketing and the environment -- Environmental monitoring -- Political-legal -- Demographic-economic -- Social-cultural -- Technological-physical -- Food for thought: a monitoring example -- Environmental determinants of health and wellbeing -- Physical and built environment determinants -- Social determinants -- Social class and self-efficacy -- Economic determinants -- Importance of early childhood -- Social capital -- Social ecology -- Concluding comments -- Further Reading -- 4 Advocacy and environmental change
• Co-operation between the health organisation sponsor and sponsee
• 12 Using media in social marketing -- The importance of media in social marketing -- Effectiveness of mass media in promoting health and socially desirable causes -- 'Hard-to-reach' audiences -- A practical model for media use in social marketing programmes -- Advertising -- Sponsorship -- Product placement -- Can advertising influence racist stereotype beliefs? -- Publicity -- Edutainment -- Implementing edutainment -- Edutainment in action: Soul City -- Common myths: -- Use of comics -- Civic (or public) journalism -- Civic journalism in action: the Akron Beacon Journal 'Coming Together' project -- Word-of-mouth and viral marketing -- New media -- Websites and interactive technology -- Mobiles -- Games -- Social media -- Choosing media and methods -- Roles of the media in social marketing campaigns -- Targeting individual behaviour change -- Targeting socio-political change: media advocacy -- Why did they succeed? -- Specific objectives -- Informational objectives -- Motivational or persuasion objectives -- Advocacy-related objectives (see also Chapter 4) -- Informational objectives -- Motivational or persuasion objectives -- Advocacy-related objectives (see also Chapter 4) -- Concluding comments -- 13 Using sponsorship to achieve changes in people, places and policies -- The growth of sponsorship -- Objectives of sponsorship -- Trading and structural objectives -- Communication objectives -- Differences between health and commercial sponsorship objectives -- How sponsorship works -- Evaluation of sponsorship -- Measures of effectiveness -- Media exposure -- Sales and behavioural data -- Survey research -- Awareness effects -- Attitudinal and intention effects -- Health promotion foundations: the case of Healthway -- Matching sports, arts and racing events with health sponsors -- Engaging the sponsored organisation
• Media advocacy: targeting socio-political change -- Advocacy - a global phenomenon? -- Advocacy for environmental change -- Researching environmental campaigns -- Environmental cases from Central and Eastern Europe -- Planning for advocacy -- Concluding comments -- Further Reading -- 5 Principles of communication and persuasion -- Communication principles for successful campaigns -- The communication process: Rossiter's and Percy's six-step model -- Planning a communication strategy -- Principles of exposure and attention -- Breaking through the clutter -- Selective exposure and attention -- Selective perception and interpretation -- Selective retention -- Factors influencing the selectivity process -- Using mechanical execution characteristics to break through the clutter -- Implications for initiating the communication process -- Cognitive processing models for persuasion: elaboration-likelihood model -- Cialdini's six principles of persuasion -- Fear arousal and threat appeals -- Fear -- 'Fear appeal' or 'threat appeal'? -- Defining threat appeals: negative outcomes, threats and threat appeals -- Attributes of negative outcomes -- Contingent behaviour complexities -- Incentive appeals -- Framing effects -- Getting the right message and getting the message right -- Concluding comments -- Further Reading -- 6 Models of attitude and behaviour change -- The health belief model -- Protection motivation theory -- Social learning theory -- The theory of reasoned action -- Attitude: -- Social norms: -- The theory of trying -- Cognitive dissonance -- Theory of interpersonal behaviour -- The Rossiter-Percy motivational model -- The role of emotions in the Rossiter-Percy model -- Morality and legitimacy -- Diffusion theory -- The innovation -- Communication channels -- Time -- The social system -- Behaviour modification and applied behavioural analysis
• Reinforcement - increasing a behaviour -- Punishment - decreasing a behaviour -- Synthesising the models -- Concluding comments -- Further Reading -- 7 Research and evaluation -- Qualitative versus quantitative research -- Example of open-ended questioning: -- Qualitative research -- Qualitative research methods -- Individual depth interviews -- Laddering or benefit chaining questioning -- Using projective techniques to measure attitudes -- Focus group discussions -- Where do these group participants come from? - group and IDI recruiting -- Screening criteria can be dynamic -- Exclusions from groups -- When to use focus groups versus IDIs -- Research and evaluation framework -- Formative research: 'what is likely to work best?' -- Idea generation -- Involving agency creatives in developing communications -- Concept testing -- Development of communication objectives -- Pre-testing -- Copy testing: what to measure -- Efficacy testing: 'can it work and can it be improved?' -- Process research: 'is the campaign being delivered as proposed?' -- Outcome research: 'did it work?' -- Upstream outcome indicators -- Do intentions predict behaviour? -- Research concepts in public health -- Measures of disease frequency -- Types of study designs -- Experimental (intervention) studies -- Observational studies -- Odds ratios and logistic regression -- Using logistic regression and odds ratios to identify predictors of marijuana use -- Research in ethnic and Indigenous communities -- Most significant change technique: an alternative or additional methodology for community research -- Concluding comments -- Further Reading -- 8 Ethical issues in social marketing -- What do we mean by 'ethics'? -- Ethical organisations -- Ethical principles -- Codes of behaviour -- Criticisms of social marketing -- Moral imperialism -- Criticism of power imbalances in social marketing