HHE 468: Midterm Exam

What is Social Marketing?

The use of marketing principals and techniques to influence behaviors that benefit individuals and communities.

What are (3) Differences Between Commercial Marketing & Social Marketing?

1) Commercial Marketing promotes products, services, and brands, while social marketing promotes behavior and societal change.

2) The primary goal of Commercial Marketing is profit, while the primary goal of Social Marketing is individual and societal benefit.

3) Commercial Marketing involves exchange as money for product/service, while Social Marketing involves exchanges such as effort, time, convenience, or lifestyle changes.

What are (3) Differences Between Health Education & Social Marketing?

1) Health Education focuses on increasing knowledge, awareness and skills, while Social Marketing focus on achieving voluntary behavior change.

2) Health Education is often expert-driven, while Social Marketing is audience-driven.

3) Success in Health Education is measured by learning, understanding, and skill development, while success in Social Marketing is measured by actual behavior change.

What are (3) Differences Between Health Communication & Social Marketing?

1) Health Communication focuses on delivering information and messages, while Social Marketing focuses on achieving behavior change.

2) The overall goal of Health Communication is to inform, educate, and raise awareness, while the goal of Social Marketing is to influence voluntary behavior.

3) Health Communication typically targets broad audiences, while Social Marketing often uses audience segmentation and targeting.

What are the (6) Approaches to Successful Social Marketing & Behavior Change?

1) Audience Orientation

2) Behavioral Focus

3) Exchange

4) Competition

5) Segmentation

6) Marketing Mix

What are (3) Reasons Campaigns Typically Fail?

1) Assumptions Were Made

2) Wrong Message/Intent

3) Ignored Barriers

What is an Upstream Influence? Example?

An approach that targets leaders and policymakers to change laws and environments.

Example: Passing a Law to Tax Alcohol to Lower Consumption

What is an Mid-Stream Influence? Example?

An approach that targets schools, workplaces, and local groups to change culture and access.

Example: A High School Installing Free Water Bottle Refill Stations

What is an Downstream Influence? Example?

An approach that targets the person directly to influence personal behaviors.

Example: Putting Instructional Stickers on Homeowners Trashcans to Encourage Correct Trash/Recycling Sorting

What are the (10) Steps of the Strategic Planning Model?

1) Describe Social Issue, Background, Purpose, & Focus

2) Conduct a Situational Analysis (SWOT)

3) Select a Priority Audience

4) Set Behavior Objectives & Goals

5) Identify Priority Audience Insight

6) Develop Positioning Statement

7) Develop Strategic Marketing Intervention Mix (4 P’s)

8) Create Evaluation Plan

9) Establish Budgets & Funding

10) Complete Implementation Plan

What does SWOT Analysis Measure?

Strengths, Weaknesses, Opportunities, & Threats

Why Does Social Marketing Utilize a Systematic Planning Process?

This is because changing human behavior is complex, and standard advertising approaches often fail without clear evidence & strategic thinking.

What are Strengths & Weaknesses?

The internal factors & forces internal to the organization that will impact the success of a Social Marketing plan.

What are Opportunities & Threats?

The external factors & forces external to the organization and typically out of the organizations control, but most be considered when developing Social Marketing strategies.

What is the (3) Step Process for Selecting a Priority Audience?

1) Segmentation of the Population

2) Collecting Information on each Specific Segment

3) Choosing Segment to Focus Your Effort

What Research Method is Utilized for Social Marketing Strategic Planning Process Steps #1-3?

Literature Review (Secondary Data)

What Research Method is Utilized for Social Marketing Strategic Planning Process Steps #4-6?

Formative Research (Primary Data)

What Research Method is Utilized for Social Marketing Strategic Planning Process Step #7?

Pre-Test (Primary Data)

What Research Method is Utilized for Social Marketing Strategic Planning Process Steps #8-10?

Internal Assessment/Evaluation (Data Collection Subject to Scenario)

Research Objective: What is Exploratory Research?

A form of research that gathers preliminary information to define the problem and suggest hypotheses.

Research Objective: What is Descriptive Research?

A form of research that describes existing characteristics of a population, situation, or market demographics of the target audience. It is usually depicted through the use of percentages (%) or averages.

Research Objective: What is Casual Research?

A form of research used to test hypotheses about cause & effect relationships.

Stage in Planning: What is Formative Research?

A form of research that is used to help form strategies. It may use primary or secondary data, along with either qualitative or quantitative methods.

Stage in Planning: What is Pre-Test Research?

A form of research that is conducted to evaluate a short list of alternative strategies to fine tune approaches for the final social marketing program.

The data is typically qualitative in order to gain insight to the priority audience.

Stage in Planning: What is Monitoring Research?

A form of research that provides ongoing measurement of program outputs and outcomes. It provides a data baseline as well as benchmarks relative to program goals.

Stage in Planning: What is Evaluation Research?

A form of research that provides a single final assessment of the social marketing program.

This can involve comparison to earlier baseline data.

Information Source: What is Primary Data?

A form of data collection that is collected for a specific purpose at hand for the first time.

Information Source: What is Secondary Data?

A form of data collection of information that already exists and was collected for a different purpose at a different time.

Approach to Collecting Primary Data: What is a Key Informant Interview?

A form of interpretation conducted with individuals who can provide valuable insight to secondary data.

Approach to Collecting Primary Data: What is a Focus Group?

A group interview of 8-10 individuals through the use of formal discussion guide.

Approach to Collecting Primary Data: What is a Survey?

Uses a variety of contact methods to ask questions & gain information about knowledge, attitudes, preferences, & behaviors.

Approach to Collecting Primary Data: What is Crowdsourcing?

The use of online communities to gather feedback on the social marketing program during formative, pre-testing, or evaluation research.

Approach to Collecting Primary Data: What is Observational Research?

A form of data collection which observes relevant people, actions, & situations.

Approach to Collecting Primary Data: What is Mystery Shoppers?

A form of data collection where researches pose as consumers to better understand the strong or weak points within intervention strategies.

Nature of Data: What is Qualitative Research?

A form of descriptive data about the target audiences unique experience.

Example: Focus Groups & Interviews

Nature of Data: What is Quantitative Research?

A form of data used to describe population-level behaviors, beliefs, & knowledge.

Example: Surveys

What are (3) Suggestions to Reduce Research Costs?

1) Use Existing Data (when possible)

2) Conduct Systematic Observations

3) Use Intentional Sampling Techniques

What are (3) Commonly Used Theories in Social Marketing?

1) Social Norms

2) Nudge Theory

3) Exchange Theory

What are the Constructs of the Transtheoretical Model?

Pre-Contemplation, Contemplation, Preparation, Action, Maintenance, Termination

What are the Constructs of the Health Belief Model?

Perceived Susceptibility, Perceived Severity, Perceived Benefits, Perceived Barriers, Cues to Action, Self Efficacy

What is the Theory of Planned Behavior?

A theory that explores the relationship between behavior and beliefs, attitudes, and intentions.

It is assumed that behavioral intention is the most important determinant of behavior.

What is Social Cognitive Theory?

A theory that goes off the assumption that self efficacy is important to enforce behavior change.

*Reciprocal Determinism*

What is a Social Issue?

The particular issue at hand.

Example: Pollution

What is the Purpose?

The desired impact of the campaign.

Example: Reduction of Fuel Emissions

What is the Focus?

The way you aim to reach your goal.

Example: Increased Carpool & Walking

What are the (5) Criteria for Picking a Focus?

1) Behavior Change Potential

2) Market Supply

3) Organizational Match

4) Funding

5) Impact

Why is it important for practitioners planning a social marketing campaign to review prior efforts? What information is necessary to determine from this review?

Review saves resources and prevents planners from repeating previous mistakes.

Within the review, identify who was previously targeted, strategies that were used, barriers faced by the audience, and the actual measurable results of the campaign.

What is a Priority Audience?

A set of consumers that share a common characteristic in which your organization aims to serve.

What are the (5) Benefits of Segmentation?

1) Increased Effectiveness

2) Increased Efficiency

3) Input on Resource Allocation

4) Input on Developing Strategies

5) Addressing Equity

What is Segmentation?

The act of dividing a large group into smaller groups that require different strategies.

What are the (6) Types of Segmentation?

1) Traditional (Geographic, Demographic Behavioral, Psychographic)

2) Stages of Change (Public Health Theories)

3) Mid/Upstream

4) Health-Style

5) Environmental

6) Generational

What are the (5) Criteria Used to Select Priority Audience?

1) Segment Size

2) Problem Incidence & Severity

3) Reachability

4) Responsiveness

5) Organizational Capabilities

What (4) Factors Determine Which Priority Audience is Best?

1) Which has the Greatest Need?

2) Readiness

3) Which is the Easiest to Reach & Lowest Cost ($)?

4) Which is the Best Match to our Organization?

What are the (3) Types of Campaign Objectives?

1) Behavioral Objectives

2) Knowledge Objectives

3) Belief Objectives

What is a Behavioral Objective?

“What do you want your Audience to DO?”

*Social Marketing Campaigns ALWAYS have a Behavior Objective!!!!

Example: Teenagers ages 15-19 should buckle their seatbelts before putting their car in gear. (Injury Prevention)

What is a Knowledge Objective?

“What do you want your Audience to KNOW?” (Facts, Information, Statistics)

This pertains to following interaction with your campaign!

Example: Seatbelts reduce the risk of serious injury and death in care crashes.

What is a Belief Objective?

“What do you want your Audience to FEEL?” (Attitudes, Opinions, Feelings)

Example: The belief thar care crashes can occur on short drives or frequent trips.

What is the Purpose of a Social Marketing Goal?

The ultimate purpose is to identify how much change has occurred from the baseline.

What Criteria Should Social Marketing Goals Follow?

SMART & ABCD Elements

What does SMART Goal Stand For?

Specific

Measurable

Attainable

Relevant

Time-Oriented

What are ABCD Elements?

Audience — Who

Behavior — What

Condition —When

Degree — How Much