Social Marketing 7th Edition - Behavior Change for Good
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Tiếp thị xã hộiThay đổi hành vi mãi mãiTiếp 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.
- ForewordAcknowledgmentsAbout the AuthorsPart I Understanding Social Marketing
- Chapter 1 Defining and Distinguishing Social MarketingWhat Is Social Marketing?Box 1.1We Focus on Behavior ChangeWe Use Systematic Planning ProcessesWe Select a Priority AudienceThe Primary Beneficiary Is SocietyWhere 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 IssuesSocial Marketing Upstream and MidstreamBox 1.2Chapter SummaryMarketing DialogueDiscussion Questions and Exercises
- Chapter 2 10-Step Strategic Planning ModelA 10-Step Planning ModelThe Importance of Diversity, Equity, and Inclusion Considerations in the Social Marketing Planning ProcessStep 1: Describe Social Issue, DEI Considerations, Background, Purpose, and FocusStep 2: Conduct a Situation AnalysisStep 3: Select Priority AudiencesStep 4: Set Behavior Objectives and GoalsStep 5: Identify Priority Audience InsightsStep 6: Develop Positioning StatementStep 7: Develop Strategic Marketing Intervention Mix (4Ps)ProductPricePlacePromotionStep 8: Develop Evaluation PlanStep 9: Establish Budgets and FundingStep 10: Complete Implementation PlanWhy Is Systematic Planning Important?Where Does Research Fit In?Chapter SummaryMarketing DialogueDiscussion Questions and Exercises
- Chapter 3 Research OptionsMajor Marketing Research TerminologyResearch Characterized by Research ObjectiveResearch Characterized by Stage in PlanningResearch Characterized by Information SourceResearch Characterized by Approach to Collecting Primary DataResearch Characterized by RigorSteps in Developing a Research PlanResearch That Won’t “Break the Bank”Chapter SummaryDiscussion Questions and Exercises
- Chapter 4 Behavior Change Theories, Models, and FrameworksInforming Selection of Priority AudiencesThe Diffusion of Innovations TheoryThe Stages of Change/Transtheoretical ModelInforming Behavior Objectives and GoalsSelf-Control TheoryThe Goal-Setting TheorySelf-Perception TheoryDeepening Understanding of Audience Barriers, Benefits, Motivators, the Competition, and Influential OthersSocial Determinants ModelThe Health Belief ModelThe Theory of Reasoned Action, the Theory of Planned Behavior, and the Integrated Behavioral ModelThe Social Cognitive Theory/Social LearningThe Service-Dominant Logic ModelInspiring Development of Marketing Intervention Mix StrategiesSocial NormsThe Ecological ModelThe Behavioral Economics Framework and Nudge TacticsThe Science of Habit FrameworkThe Hierarchy of Effects ModelThe Exchange TheoryThe Community Readiness ModelThe Community-Based Prevention MarketingThe Carrots, Sticks, and Promises FrameworkTriggers and ShikakeologyThemes From AllChapter SummaryDiscussion Questions and ExercisesPart II Determining Plan Purpose, Focus, Audience, Behaviors, and Insights
- Chapter 5 Step 1: Social Issue, DEI Considerations, Purpose, Focus, and Step 2: Situation AnalysisStep 1: Describe Social Issue, DEI Considerations, Background, Purpose, and FocusSocial Issue, DEI Considerations, and BackgroundPurposeFocusStep 2: Conduct Situation Analysis and Review Prior EffortsThe MicroenvironmentStrengthsWeaknessesThe MacroenvironmentOpportunitiesThreatsReview Prior EffortsThe Role of Exploratory Research When Choosing FocusEthical Considerations When Choosing FocusChapter SummaryDiscussion Questions and Exercises
- Chapter 6 Step 3: Selecting Priority AudiencesStep 3: Select Priority AudiencesSteps in Selecting Priority AudiencesSegment the MarketEvaluate SegmentsSelect a Priority SegmentVariables Used to Segment MarketsTraditional VariablesStages of Change VariablesBox 6.1Diffusion of Innovation: Social Marketing VersionBox 6.2Healthstyles SegmentationEnvironmental SegmentationGenerational SegmentationSegmenting Midstream and UpstreamCombination of VariablesCriteria for Evaluating SegmentsHow Priority Audiences Are SelectedEthical Considerations When Selecting Priority AudiencesChapter SummaryDiscussion Questions and Exercises
- Chapter 7 Step 4: Behavior Objectives and Target GoalsStep 4: Set Behavior Objectives and GoalsBehavior ObjectivesBox 7.1Knowledge and Belief ObjectivesTarget GoalsBox 7.2Box 7.3Box 7.4Pilots to Set GoalsAlternatives for Goal Setting for BehaviorsObjectives and Goals Are DraftsObjectives and Target Goals Used for Campaign EvaluationEthical Considerations Setting Objectives and GoalsChapter SummaryDiscussion Questions and Exercises
- Chapter 8 Step 5: Audience InsightsStep 5: Identify Audience InsightsThe Exchange TheoryWhat You Need to Know About Your Priority AudiencePerceived BarriersDesired BenefitsPotential MotivatorsThe CompetitionIdentifying the CompetitionIdentifying Perceived Barriers and Benefits of the CompetitionInfluential OthersHow to Learn More About Priority AudienceResources for Audience InsightsHow Insights Help Develop StrategyPotential RevisionsEthical Considerations When Researching Priority AudienceChapter SummaryDiscussion Questions and ExercisesPart III Developing Marketing Intervention Strategies
- Chapter 9 Step 6: Crafting a Desired PositioningPositioning DefinedPositioning in the Commercial SectorStep 6: Develop Positioning StatementBehavior-Focused PositioningBarriers-Focused PositioningBenefits-Focused PositioningCompetition-Focused PositioningRepositioningHow Positioning Relates to BrandingEthical Considerations for Developing a Positioning StatementChapter SummaryDiscussion Questions and Exercises
- Chapter 10 Step 7.1: Product: Creating a Product PlatformProduct: The First “P”Step 7.1: Develop the Social Marketing Product PlatformCore ProductActual ProductAugmented ProductDecisions Regarding Tangible GoodsDecisions Regarding ServicesDesign ThinkingBrandingEthical Considerations for Product PlatformChapter SummaryDiscussion Questions and Exercises
- Chapter 11 Step 7.2: Price: Determining Incentives and DisincentivesPrice: The Second “P”Step 7.2: Determine Incentives and Disincentives: Six Options to ConsiderIncrease Monetary Benefits for BehaviorIncrease Nonmonetary Benefits for BehaviorDecrease Monetary Costs for BehaviorDecrease Nonmonetary Costs for BehaviorIncrease Monetary Costs for Competing BehaviorsIncrease Nonmonetary Costs for Competing BehaviorMore on Commitments and PledgesSetting Prices for Tangible Goods and ServicesEthical Considerations for Pricing StrategiesChapter SummaryDiscussion Questions and Exercises
- Chapter 12 Step 7.3: Place: Making Access Convenient and PleasantPlace: The Third “P”Step 7.3: Develop Place Strategy1. Make the Location Closer2. Extend Hours3. Be There at the Point of Decision-Making4. Make Location More Appealing5. Overcome Psychological Barriers With Place6. Be More Accessible Than Competition7. Make Access to the Competition More Difficult, Unpleasant8. Be Where Priority Audience Shops9. Be Where Priority Audience Hangs Out10. Work With Existing Distribution ChannelsSocial FranchisingManaging Distribution ChannelsEthical Considerations When Selecting Distribution ChannelsChapter SummaryDiscussion Questions and Exercises
- Chapter 13 Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication ChannelsPromotion: The Fourth “P”A Word About Creative BriefsMessage StrategyWhat You Want Your Priority Audience to DoWhat You Want Them to KnowWhat You Want Them to BelieveExample: Reducing Binge DrinkingMessages Relative to Stage of ChangeMessenger StrategyHow Do You Choose?Example: Meth Project in MontanaCreative StrategyCreative Tip 1: Keep It Simple and ClearCreative Tip 2: Focus on Audience BenefitsExample: Landfill DogsCreative Tip 3: When Using Fear, Provide Solutions and Credible SourcesCreative Tip 4: Messages That Are Vivid, Concrete, and PersonalCreative Tip 5: Make Messages Easy to RememberCreative Tip 6: Have a Little Fun SometimesCreative Tip 7: Try for a “Big Idea”Creative Tip 8: Consider a Question Instead of a NagCreative Tip 9: Make Norms (More) VisibleCreative Tip 10: Tell Real Stories About Real PeopleCreative Tip 11: Try CrowdsourcingCreative Tip 12: Appeal to Psychographic CharacteristicsPretestingAppropriate Reasons for TestingPotential Pretesting TechniquesSelecting Communication ChannelsCommunication VehiclesCommunication TimingPaid Communication ChannelsAdvertisingProduct IntegrationShared Communication ChannelsSocial MediaFacebookYouTubeTwitterTextingInstagramPersonal SellingEarned Communication ChannelsPublic RelationsPublic Service AnnouncementsSpecial EventsOwned Communication ChannelsMaterialsWebsites and OnlineSpecial Promotional ItemsSignage and DisplaysPopular Entertainment MediaFactors Guiding Communication Channel DecisionsFactor 1: Campaign Objectives and GoalsFactor 2: Desired Reach and FrequencyFactor 3: Your Priority AudienceFactor 4: Being There Just in TimeFactor 5: Being There “In the Event Of”Factor 6: Integrated Marketing CommunicationsFactor 7: Advantages and Disadvantages of Media TypesFactor 8: Your BudgetEthical Considerations Related to Promotion StrategiesChapter SummaryDiscussion Questions and ExercisesPart IV Managing Social Marketing Programs
- Chapter 14 Step 8: Monitoring and EvaluationStep 8: Develop a Plan for EvaluationWhy Are You Conducting This Measurement?What Will You Measure?Overview of a Modified Logic ModelInput MeasuresOutput/Process MeasuresOutcome MeasuresImpact MeasuresReturn on InvestmentHow Will You Measure?When Will You Measure?How Much Will It Cost?Ethical Considerations in Evaluation PlanningChapter SummaryDiscussion Questions and Exercises
- Chapter 15 Step 9: Budget and Funding PlansStep 9: Budgets and Funding SourcesDetermining BudgetsJustifying the BudgetFinding Sources for Additional FundingGovernment Grants and AppropriationsNonprofit/FoundationsExample Corporation and Foundation: Drink WiserAdvertising and Media PartnersCoalitions and Other PartnershipsCorporationsCash Grants and ContributionsCause-Related MarketingIn-Kind ContributionsUse of Distribution ChannelsAppealing to FundersRevising Your PlanEthical Considerations When Establishing FundingChapter SummaryDiscussion Questions and Exercises
- Chapter 16 Step 10: Implementation and Sustaining Behaviors PlansBox 16.1 Success Story Reducing Homelessness in UTAH14Step 10: Complete an Implementation PlanBox 16.2 A Social Marketing Plan for Eliminating the Mental Health Stigma: Special Section for Influencing Policymakers, an Upstream AudiencePhasingPhases Organized by First PilotingPhases Organized by Priority AudiencePhases Organized by Geographic AreaPhases Organized by ObjectivePhases Organized by GoalPhases Organized by Stage of ChangePhases Organized by Introduction of ProductsPhases Organized by Pricing StrategiesPhases Organized by Distribution ChannelsPhases Organized by MessagesPhases Organized by Communication ChannelsPhases Organized by a Variety of FactorsA Note About Including Equity in Phasing DecisionsSustainabilityPromptsCommitments and PledgesPlans for Social DiffusionUtilizing Public InfrastructureSharing and Selling Your PlanEthical Considerations When Implementing PlansChapter SummaryDiscussion Questions and ExercisesEpilogueAppendix A: Social Marketing Planning WorksheetsAppendix B: Sample Social Marketing PlanAppendix C: Additional Planning ModelsAppendix D: Social Marketing ResourcesAppendix E: History AnnexAppendix F: Academic Course OfferingsAppendix G: International Social Marketing Association’s Academic Competencies September 2014ReferencesIndex
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