Social Marketing 7th Edition - Behavior Change for Good

Tiếp thị xã hội
Thay đổi hành vi mãi mãi
Tiếp thị xã hội thành công nắm giữ sức mạnh để thay đổi thế giới.  Tiếp thị xã hội: Thay đổi hành vi vì điều tốt đẹp, Phiên bản thứ 7 là hướng dẫn chính xác để thiết kế và thực hiện các chiến dịch tiếp thị xã hội đáng nhớ. Các tác giả Nancy R. Lee, Philip Kotler và Julie Colehour trình bày một kế hoạch tiếp thị chiến lược gồm 10 bước đã được chứng minh và hướng dẫn sinh viên qua từng giai đoạn của quy trình. Phiên bản thứ 7 bao gồm 12 trường hợp mới và hàng chục ví dụ mới liên quan đến các vấn đề xã hội cấp bách nhất hiện nay bao gồm đại dịch COVID-19, thiên tai, công bằng và hòa nhập cũng như tình trạng vô gia cư. Ấn bản mới cũng bao gồm phạm vi phủ sóng được mở rộng đáng kể trên mạng xã hội. Cho dù sinh viên của bạn đang thực hiện sứ mệnh cải thiện sức khỏe cộng đồng, bảo vệ môi trường hay khuyến khích cộng đồng của mình, họ sẽ thấy Tiếp thị xã hội là một nguồn tài nguyên vô giá.

Foreword
Acknowledgments
About the Authors
Part I Understanding Social Marketing
Chapter 1 Defining and Distinguishing Social Marketing
What Is Social Marketing?
Box 1.1
We Focus on Behavior Change
We Use Systematic Planning Processes
We Select a Priority Audience
The Primary Beneficiary Is Society
Where and When Did Social Marketing Originate?
How Does It Differ From Commercial Marketing?
How Does Social Marketing Differ From Other Disciplines?
Who Does Social Marketing?
What Social Issues Can Benefit?
Other Ways to Impact Social Issues
Social Marketing Upstream and Midstream
Box 1.2
Chapter Summary
Marketing Dialogue
Discussion Questions and Exercises
Chapter 2 10-Step Strategic Planning Model
A 10-Step Planning Model
The Importance of Diversity, Equity, and Inclusion Considerations in the Social Marketing Planning Process
Step 1: Describe Social Issue, DEI Considerations, Background, Purpose, and Focus
Step 2: Conduct a Situation Analysis
Step 3: Select Priority Audiences
Step 4: Set Behavior Objectives and Goals
Step 5: Identify Priority Audience Insights
Step 6: Develop Positioning Statement
Step 7: Develop Strategic Marketing Intervention Mix (4Ps)
Product
Price
Place
Promotion
Step 8: Develop Evaluation Plan
Step 9: Establish Budgets and Funding
Step 10: Complete Implementation Plan
Why Is Systematic Planning Important?
Where Does Research Fit In?
Chapter Summary
Marketing Dialogue
Discussion Questions and Exercises
Chapter 3 Research Options
Major Marketing Research Terminology
Research Characterized by Research Objective
Research Characterized by Stage in Planning
Research Characterized by Information Source
Research Characterized by Approach to Collecting Primary Data
Research Characterized by Rigor
Steps in Developing a Research Plan
Research That Won’t “Break the Bank”
Chapter Summary
Discussion Questions and Exercises
Chapter 4 Behavior Change Theories, Models, and Frameworks
Informing Selection of Priority Audiences
The Diffusion of Innovations Theory
The Stages of Change/Transtheoretical Model
Informing Behavior Objectives and Goals
Self-Control Theory
The Goal-Setting Theory
Self-Perception Theory
Deepening Understanding of Audience Barriers, Benefits, Motivators, the Competition, and Influential Others
Social Determinants Model
The Health Belief Model
The Theory of Reasoned Action, the Theory of Planned Behavior, and the Integrated Behavioral Model
The Social Cognitive Theory/Social Learning
The Service-Dominant Logic Model
Inspiring Development of Marketing Intervention Mix Strategies
Social Norms
The Ecological Model
The Behavioral Economics Framework and Nudge Tactics
The Science of Habit Framework
The Hierarchy of Effects Model
The Exchange Theory
The Community Readiness Model
The Community-Based Prevention Marketing
The Carrots, Sticks, and Promises Framework
Triggers and Shikakeology
Themes From All
Chapter Summary
Discussion Questions and Exercises
Part II Determining Plan Purpose, Focus, Audience, Behaviors, and Insights
Chapter 5 Step 1: Social Issue, DEI Considerations, Purpose, Focus, and Step 2: Situation Analysis
Step 1: Describe Social Issue, DEI Considerations, Background, Purpose, and Focus
Social Issue, DEI Considerations, and Background
Purpose
Focus
Step 2: Conduct Situation Analysis and Review Prior Efforts
The Microenvironment
Strengths
Weaknesses
The Macroenvironment
Opportunities
Threats
Review Prior Efforts
The Role of Exploratory Research When Choosing Focus
Ethical Considerations When Choosing Focus
Chapter Summary
Discussion Questions and Exercises
Chapter 6 Step 3: Selecting Priority Audiences
Step 3: Select Priority Audiences
Steps in Selecting Priority Audiences
Segment the Market
Evaluate Segments
Select a Priority Segment
Variables Used to Segment Markets
Traditional Variables
Stages of Change Variables
Box 6.1
Diffusion of Innovation: Social Marketing Version
Box 6.2
Healthstyles Segmentation
Environmental Segmentation
Generational Segmentation
Segmenting Midstream and Upstream
Combination of Variables
Criteria for Evaluating Segments
How Priority Audiences Are Selected
Ethical Considerations When Selecting Priority Audiences
Chapter Summary
Discussion Questions and Exercises
Chapter 7 Step 4: Behavior Objectives and Target Goals
Step 4: Set Behavior Objectives and Goals
Behavior Objectives
Box 7.1
Knowledge and Belief Objectives
Target Goals
Box 7.2
Box 7.3
Box 7.4
Pilots to Set Goals
Alternatives for Goal Setting for Behaviors
Objectives and Goals Are Drafts
Objectives and Target Goals Used for Campaign Evaluation
Ethical Considerations Setting Objectives and Goals
Chapter Summary
Discussion Questions and Exercises
Chapter 8 Step 5: Audience Insights
Step 5: Identify Audience Insights
The Exchange Theory
What You Need to Know About Your Priority Audience
Perceived Barriers
Desired Benefits
Potential Motivators
The Competition
Identifying the Competition
Identifying Perceived Barriers and Benefits of the Competition
Influential Others
How to Learn More About Priority Audience
Resources for Audience Insights
How Insights Help Develop Strategy
Potential Revisions
Ethical Considerations When Researching Priority Audience
Chapter Summary
Discussion Questions and Exercises
Part III Developing Marketing Intervention Strategies
Chapter 9 Step 6: Crafting a Desired Positioning
Positioning Defined
Positioning in the Commercial Sector
Step 6: Develop Positioning Statement
Behavior-Focused Positioning
Barriers-Focused Positioning
Benefits-Focused Positioning
Competition-Focused Positioning
Repositioning
How Positioning Relates to Branding
Ethical Considerations for Developing a Positioning Statement
Chapter Summary
Discussion Questions and Exercises
Chapter 10 Step 7.1: Product: Creating a Product Platform
Product: The First “P”
Step 7.1: Develop the Social Marketing Product Platform
Core Product
Actual Product
Augmented Product
Decisions Regarding Tangible Goods
Decisions Regarding Services
Design Thinking
Branding
Ethical Considerations for Product Platform
Chapter Summary
Discussion Questions and Exercises
Chapter 11 Step 7.2: Price: Determining Incentives and Disincentives
Price: The Second “P”
Step 7.2: Determine Incentives and Disincentives: Six Options to Consider
Increase Monetary Benefits for Behavior
Increase Nonmonetary Benefits for Behavior
Decrease Monetary Costs for Behavior
Decrease Nonmonetary Costs for Behavior
Increase Monetary Costs for Competing Behaviors
Increase Nonmonetary Costs for Competing Behavior
More on Commitments and Pledges
Setting Prices for Tangible Goods and Services
Ethical Considerations for Pricing Strategies
Chapter Summary
Discussion Questions and Exercises
Chapter 12 Step 7.3: Place: Making Access Convenient and Pleasant
Place: The Third “P”
Step 7.3: Develop Place Strategy
1. Make the Location Closer
2. Extend Hours
3. Be There at the Point of Decision-Making
4. Make Location More Appealing
5. Overcome Psychological Barriers With Place
6. Be More Accessible Than Competition
7. Make Access to the Competition More Difficult, Unpleasant
8. Be Where Priority Audience Shops
9. Be Where Priority Audience Hangs Out
10. Work With Existing Distribution Channels
Social Franchising
Managing Distribution Channels
Ethical Considerations When Selecting Distribution Channels
Chapter Summary
Discussion Questions and Exercises
Chapter 13 Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels
Promotion: The Fourth “P”
A Word About Creative Briefs
Message Strategy
What You Want Your Priority Audience to Do
What You Want Them to Know
What You Want Them to Believe
Example: Reducing Binge Drinking
Messages Relative to Stage of Change
Messenger Strategy
How Do You Choose?
Example: Meth Project in Montana
Creative Strategy
Creative Tip 1: Keep It Simple and Clear
Creative Tip 2: Focus on Audience Benefits
Example: Landfill Dogs
Creative Tip 3: When Using Fear, Provide Solutions and Credible Sources
Creative Tip 4: Messages That Are Vivid, Concrete, and Personal
Creative Tip 5: Make Messages Easy to Remember
Creative Tip 6: Have a Little Fun Sometimes
Creative Tip 7: Try for a “Big Idea”
Creative Tip 8: Consider a Question Instead of a Nag
Creative Tip 9: Make Norms (More) Visible
Creative Tip 10: Tell Real Stories About Real People
Creative Tip 11: Try Crowdsourcing
Creative Tip 12: Appeal to Psychographic Characteristics
Pretesting
Appropriate Reasons for Testing
Potential Pretesting Techniques
Selecting Communication Channels
Communication Vehicles
Communication Timing
Paid Communication Channels
Advertising
Product Integration
Shared Communication Channels
Social Media
Facebook
YouTube
Twitter
Texting
Instagram
Personal Selling
Earned Communication Channels
Public Relations
Public Service Announcements
Special Events
Owned Communication Channels
Materials
Websites and Online
Special Promotional Items
Signage and Displays
Popular Entertainment Media
Factors Guiding Communication Channel Decisions
Factor 1: Campaign Objectives and Goals
Factor 2: Desired Reach and Frequency
Factor 3: Your Priority Audience
Factor 4: Being There Just in Time
Factor 5: Being There “In the Event Of”
Factor 6: Integrated Marketing Communications
Factor 7: Advantages and Disadvantages of Media Types
Factor 8: Your Budget
Ethical Considerations Related to Promotion Strategies
Chapter Summary
Discussion Questions and Exercises
Part IV Managing Social Marketing Programs
Chapter 14 Step 8: Monitoring and Evaluation
Step 8: Develop a Plan for Evaluation
Why Are You Conducting This Measurement?
What Will You Measure?
Overview of a Modified Logic Model
Input Measures
Output/Process Measures
Outcome Measures
Impact Measures
Return on Investment
How Will You Measure?
When Will You Measure?
How Much Will It Cost?
Ethical Considerations in Evaluation Planning
Chapter Summary
Discussion Questions and Exercises
Chapter 15 Step 9: Budget and Funding Plans
Step 9: Budgets and Funding Sources
Determining Budgets
Justifying the Budget
Finding Sources for Additional Funding
Government Grants and Appropriations
Nonprofit/Foundations
Example Corporation and Foundation: Drink Wiser
Advertising and Media Partners
Coalitions and Other Partnerships
Corporations
Cash Grants and Contributions
Cause-Related Marketing
In-Kind Contributions
Use of Distribution Channels
Appealing to Funders
Revising Your Plan
Ethical Considerations When Establishing Funding
Chapter Summary
Discussion Questions and Exercises
Chapter 16 Step 10: Implementation and Sustaining Behaviors Plans
Box 16.1 Success Story Reducing Homelessness in UTAH14
Step 10: Complete an Implementation Plan
Box 16.2 A Social Marketing Plan for Eliminating the Mental Health Stigma: Special Section for Influencing Policymakers, an Upstream Audience
Phasing
Phases Organized by First Piloting
Phases Organized by Priority Audience
Phases Organized by Geographic Area
Phases Organized by Objective
Phases Organized by Goal
Phases Organized by Stage of Change
Phases Organized by Introduction of Products
Phases Organized by Pricing Strategies
Phases Organized by Distribution Channels
Phases Organized by Messages
Phases Organized by Communication Channels
Phases Organized by a Variety of Factors
A Note About Including Equity in Phasing Decisions
Sustainability
Prompts
Commitments and Pledges
Plans for Social Diffusion
Utilizing Public Infrastructure
Sharing and Selling Your Plan
Ethical Considerations When Implementing Plans
Chapter Summary
Discussion Questions and Exercises
Epilogue
Appendix A: Social Marketing Planning Worksheets
Appendix B: Sample Social Marketing Plan
Appendix C: Additional Planning Models
Appendix D: Social Marketing Resources
Appendix E: History Annex
Appendix F: Academic Course Offerings
Appendix G: International Social Marketing Association’s Academic Competencies September 2014
References
Index