Session 26 Power Point
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Social marketing is defined as designing and implementing programs to increase acceptance of social ideas or practices among target groups. It aims to reach targets to initiate behavioral changes through a 7 step approach of knowledge, desire, skills, optimism, facilitation, stimulation, and reinforcement. Effective social marketing campaigns determine information needs, research secondary data, collect primary data if needed, obtain feedback, and use multiple media like TV, radio, newspapers, internet and direct marketing to disseminate produced materials.
Session 26 Power Point
- 1. Definition of Social Marketing Social marketing is defined as "the design, implementation and control of programs aimed at increasing the acceptability of a social idea or practice in one or more group of target adopters.
- 2. A 7 Step Social Marketing Approach Knowledge Desire Skills Optimism Facilitation Stimulation Reinforcement
- 3. Goal of Social Marketing Campaign Social marketing aims to ‘reach’ one or a number of target groups in order to initiate and effect changes in their ideas and behavior.
- 4. Planning a Social Marketing Campaign Determine the specific information you need Look for previously collected, or secondary, information that will meet your needs Collect any additional, or primary, information you need Observation Mail, telephone or in-person surveys Focus groups Present your plan to others for evaluation
- 5. Potential Media Components for a Social Marketing Campaign Television Radio Newspapers (Daily and weekly) News Magazines Popular magazines Internet Direct marketing (mail and phone) Public appearances Public rallies Films
- 6. Media Production and Dissemination Materials Television ads Radio ads Print ads Press releases and statements Website Direct marketing materials