HHE 468 Midterm Study Guide

Social Marketing

an approach to planned social change that is systematic and strategic. It is used to influence health behavior and social probelems.

What are social marketing strategies based off of

business marketing and mass media

Who are the public sector agencies that do social marketing?

WHO, CDC, EPA, etc

What state departments do social marketing?

health department, social services, fish and wildlife, etc.

What local jurisdictions do social marketing?

fire departments, schools, parks

What nonprofit organizations use social marketing?

AHA, ACA, etc.

The Customer Triangle

8 criteria to set up a social marketing approach

Criteria 1: Customer Orientation

What motivates people to (or not to) do things through social context, challenges people face, and coping mechanisms through audience research (direct, observational, and secondary sources). Note that you cannot assume what motivates people

Criteria 2: Behavioral Focus

Measuring changes in behavior and sustainability through SMART Goals

Criteria 3: Theory Informed

Used to understand why people do what they do and predict how they will behave in your intervention

Criteria 4: Developing Insights

Broad focus on lives and behaviors of populations to a deeper understanding through actionable insights (beliefs, attitudes, barriers to change, enabling factors) and evidence-based practices (with alterations)

Criteria 5: Understanding the Change

understand rewards and barriers for desired and negative behaviors. Benefits can be tangible/intangible and positive or negative

Criteria 6: The Competition

Understand what the desired behavior is competing against

External competition

influence, environment, systems, social norms

Internal competition

feelings, attitude, pleasure, habit, addiction

Criteria 7: Segmentation

Assigning people to groups that exhibit similar characteristics (traditional and nontraditional)

Criteria 8: Methods Mix

Evidence based and insight led mic of interventions

The 4ps

Product, Price, Place, Promotion

What is Traditional Marketing?

Products used to meet human and social needs; exchange of goods and services, identified needs and influiences consumer behavior, develops products and services to meet needs, proce strategy, promotes products through channels, manages distribution to ensure customer satisfaction

What is health communication?

Field of strategic messaging to influence health decisions and behaviors for health behaviors that are not new to society. Speaks on something already socially acceptable. The goal is to provide information, influence attitudes, and motivate people to adopt health behaviors

Social Marketing has influence on 5 main areas:

Health promotion (tobacco use), injury prevention (texting and driving), environmental protection (waste reduction), community involvement (organ donation), and financial well-being (fraud) 

What is the 10 Step Social Marketing Planning Model

roadmap for how a project is conducted that involves continuous monitoring to measure and implement changes along the way

Why use a strategic process like the 10 step model?

Provides evidence that strategies are selected based on strategic thinking, explains/justifies the selection of the priority audience, clearly displays what the investment in the effort will produce, and conveys that social marketing is much more than communication and social media messaging

Production Concept

efficiency and affordability, works when demand exceeds supply

Product Concept

quality and innovation - if you build it they will come, ignores consumer perspective, customers prioritize quality and performance over cost

Selling Concept

aggressive selling and promotion efforts over customer needs, that ignores barriers present for target audience, works for unsought goods where customers are unlikely to seek out the product on their own - highly competitive markets

Marketing Concept

A business philosophy that emphasizes identifying and meeting the needs and wants of target customers more effectively than competitors

Marketing concept focus

customer satisfaction, understanding and addressing the needs of a target market,

Marketing concept core components

market research to understand customer preference, product development and promotion to customer needs

Marketing Concept Example

§  clothing retailer identifying a demand for eco-friendly apparel and designs products to meet this need, marketing them to environmentally conscious customers

Holistic Marketing Concept

broader approach, integrating all aspects of marketing to create a unified and seamless experience for the customer

Holistic marketing concept focus

integrating marketing efforts across the organization, building long-term relationships with customers and others

Holistic Marketing Core Components

Internal marketing, integrated marketing, relationship marketing, societal marketing

Holistic Marketing: Internal Marketing

employees aligned with goals

Holistic Marketing: Integrated marketing

all marketing channels and tactics deliver consistent messages

Holistic Marketing: Relationship Marketing

loyalty among customers, suppliers, and stakeholders

Holistic Marketing: Societal Marketing

impact of marketing on society

Holistic Marketing Concept Example

a smartphone manufacturer not only designs products based on customer needs but also ensures ethical labor practices, reduces environmental impact, collaborates with suppliers, and engages employees to promote brand’s mission

What are some shifts in marketing relevant to social marketing?

adopting a perspective that everyone markets, organizing by customer segments, offering suggestions for subgroups, going glocal (global and local - national and local change), focusing on the value the product offers the customer (what is in it for me), crowdsource information for development

Exploratory Research

gathering preliminary information to define the problem (use in step 1)

Descriptive Research

factors impacting marketing potential and demographics of the target audience (behavior)

Frequencies, means, and standard deviation

Causal Research

test hypothesis about cause-and-effect relationships

Formative research

help form strategies; primary or secondary, quantitative or qualitative

Pretest Research

evaluate a short list of alternative strategies and to fine-tune approaches for final social marketing program

Monitoring Research

provides ongoing measurement of the program outputs and outcomes/provides data for baseline and benchmarks relative to program goals, allows for corrections during the social marketing effort

Evaluation Research

single, final assessment of the social marketing program that looks if we changed the social issue

Secondary Data

information already exists and collected for a different purpose

Primary data

collected for first time

Key informant interviews

conducted with individuals who provide valuable insight about the priority audience, competitors, and potential strategies. This helps interpret secondary data, explain the unique aspects of target audiences, identify barriers to the behavior, and get insight into how to reach target audiences.

Focus groups

group interview of 8-10 individuals through the use of a formal discussion guide to tailor the discussion to the interviewer’s needs

Surveys

variety of contact methods (in person, phone, online, mail, etc.) to ask questions to gain information about knowledge, attitudes, preferences, and behaviors

Crowdsourcing

online communities to gather feedback on the social marketing program using formative, pretesting, or evaluation research

Observational Research

gathering data by observing relevant people, actions, and situations. Used to provide insight into difficulties to perform behavior, measure actual versus self-reported behavior, and to understand how the audience navigates their environment

Mystery Shoppers

researchers pose as consumers to better understand the strong or weak points of intervention strategies. Can involve actions such as physically visiting a location for services, calling a quit line/help line, or posting on a website (Undercover Boss)

Qualitative Research

small samples without intention to generalize to the larger population; results in detailed, descriptive data about the target audience’s unique experiences (focus groups, interviews, observation, and mystery shoppers)

Develop initial understanding of a problem, look for a range of ideas and feelings about health behavior, understand motivations, and explain findings from quantitative studies

Quantitative Research

collects data from large samples intended to represent the larger population; used to describe population-level behaviors, beliefs, and knowledge, and may be used for cause-and-effect relationship testing (surveys and crowdsourcing)

Recommends final course of action, finds if there is consensus, describes characteristics of a group of people, identifies and sizes market segments

How do we reduce research costs?

use existing data (cheaper). Systematic observations are a cheap method to gather good data. Pretest research to ensure you are implementing quality intervention strategies that will result in changes for the target audience. Use intentional sampling techniques to gain specific insight from segments of the target audience to reduce costs

Theory

systematic view of phenomena created to explain and predict them. Attempts to make sense of reality through description, explanation, and prediction

Concept

general idea of the theory

Constructs

theoretical, a defined version of a concept or idea

Variable

A specific and measurable data point, measures the construct

How is theory used in social marketing?

informs audience segmentation and selection, helps to understand barriers and motivators

Diffusion of Innovation Categories

Innovators, early adopters, early majority, late majority, laggards

Innovators

2.5%; ignites chain of adoption, accepts risk, departs from social norms, well-respected

Early adopters

13.5%; well respected and admired

Early majority

34%; take longer to pass through innovation-deciosn process, number of adoptions that occur in the early najority mark successful diffusion

Late majority

34%; extended lengths to go through decision process, may not have information access, homogenous soical networks, skeptical about change

Laggards

16%; traditional, slow to accept change, few ties to key opinion leaders of a social system

Transtheoretical Model Stages

Precontemplation, contemplation, preparation, action, maintenance

Precontemplation

no intent to act in next 6 months. People may be uninformed or under-informed or may not recognize that they need to change a behavior.

Contemplation

people engage in cognitive processes about the behavior within the next 6 months. They go through pros and cons of changing behavior (decisional balance or mental weighting)

Preparation

People intend to adopt a new behavior in the next month

Action

People have made modifications in their lifestyles within the past 6 months. Not all behavior change qualifies as action

Maintenance

People work to prevent relapse, but they do not need to apply change processes as frequently as people do in the action stage. These people are less tempted to relapse and more confident. These people sustained the specific behavior for 6 months or longer.

Health Belief Model

6 constructs (perceived susceptibility, severity, benefits, barriers, cue to action, self-efficacy) that influence people’s decisions about whether they take action to prevent, screen for, and control illness

Perceived susceptibility

belief of being susceptible to a condition

perceived severity

belief condition has consequences

perceived benefits

taking action reduces susceptibility or severity

perceived barriers

The costs of action are outweighed by the benefits

Cue to action

exposed factors that prompt action

Self-efficacy

confident in ability to perform action

Theory of planned behavior

relationship between behavior, beliefs, attitudes, and intention. Behavior intention is most important and influenced by a person’s attitude toward the behavior, beliefs about whether individuals who are important to the person approve or disapprove of the behaviors, and people’s beliefs that they can control the behavior

Social Cognitive Theory

Self-efficacy is important for behavioral change and occurs when someone has positive expectancies of behavioral change, confidence in their ability, and reinforcement in their environment. Includes reciprocal determinism

Reciprocal determinism

personal factors, environment, and behavior influence each other

Carrot, Sticks and Promises Framework

Carrots are incentives, Sticks are laws implemented to reinforce behavior change, Promises are education to change attitude, beliefs, and knowledge about behavior change

What is Step 1?

Social Issue, background, purpose, and focus

Step 1: Social Issue

The problem the social marketing plan will address (public health problem, safety concern, environmental threat, community need). Present information when discussing the issue that led the organization to decide to address the social issue in a social marketing program. The info should be: what is the problem, how bad is it, what happened to create the problem, and what is contributing to the problem?

Step 1: Purpose

After the social issue, the plan should state the purpose of the program to answer: what is the potential impact of a successful campaign, and what difference will the campaign make?

Step 1: What are purpose statements?

They are broad, related to social issue statement, not objectives, have directional terms (increase, decrease, etc.), describe the ultimate benefit of your program, and the connection between the social issue and program focus

Step 1: What is not included in the purpose statement?

objectives (no behavior, knowledge, or beliefs/attitudes) should be mentioned

Step 1: What are some examples of purpose statements?

decrease the spread of HIV/AIDS, eliminate the stigma around mental illness, improve water quality in Lake Tuscaloosa, reduce the number of hospitalizations due to seasonal flu

Step 1: Focus

related to purpose and social issue and a list of potential foci is informed by research, previous efforts by organization(s), opportunity or need related to the social issue, and identified areas of greatest opportunity

Step 1: What criteria should be used to identify the focus?

Behavior change potential (will focus result in behavior change?), market supply (is someone already addressing the focus area or is there a need for the focus?), organizational match (is this focus a good match for the sponsoring organization?), funding sources/appeal (what area has the greatest funding potential?), and impact (will the focus have significant impact of the issue?)

Step 1: What does the best focus have?

potential for behavior change, fills a need in the marketplace, matches the capabilities of the organization, high funding potential, contributes most to changing the social issue

Step 1: An example of a social marketing campaign attempting to address air pollution in a metropolitan area through reducing fuel emissions. What is the social issue, purpose, and potential foci?

Social Issue: Air Pollution

Purpose: Reduce full emissions

Focus: carpooling, mass transit, walking to work

What is step 2?

Situational analysis and review of prior efforts

Step 2: What is a situational analysis (SWOT)?

An audit of your organization’s strengths and weaknesses, and any external opportunities and threats that may impact your program

Step 2: What does SWOT stand for?

strengths, weaknesses, opportunities, threats

Step 2: Strengths and Weaknesses describe the macro/microenvironment related to what

microenvironment related to resources, service delivery capabilities, management support, issue priority in the organization, internal publics, current alliances and partners, and past performance

Step 2: Opportunities and threats describe the macro/microenvironment related to what

macroenvironment outside of organization related to cultural, technological, demographic, natural, economic, political forces, and external publics