Social
Marketing
Principles & Practice
Full Table of Contents
Preface
Acknowledgments
Chapter
1: Social marketing and social change
Introduction
Marketing and business
Defining social marketing
A brief history of social marketing
Concluding comment
Chapter
2: Principles of marketing
Introduction
Marketing basics
Principles and practices of marketing
The use of market research
Differences between commercial and social marketing
Concluding comment
Chapter
3: Social marketing and the environment
Introduction
Environmental analysis
Food for thought
Environmental determinants of health and wellbeing
Social class and self-efficacy
Importance of early childhood
Social capital
Social ecology
Concluding comment
Chapter
4: Principles of communication and persuasion
Introduction
Communication principles for successful communications campaigns
The communication process: Rossiter and Percy’s six-step model
Planning a communication strategy
Principles of exposure and attention
Cognitive processing models for persuasion: elaboration likelihood model
Cialdini’s six principles of persuasion
Fear arousal and threat appeals in social marketing communications
Incentive appeals
Concluding comment
Chapter
5: Models of attitude and behaviour change
Introduction
The health belief model
Protection motivation theory
Social learning theory
The theory of reasoned action
The theory of trying
Cognitive dissonance
Theory of interpersonal behaviour
The Rossiter-Percy motivational model
Morality and legitimacy
Diffusion theory
Behaviour modification – applied behavioural analysis
Synthesising the models
Concluding comment
Chapter
6: Research and evaluation
Introduction
Qualitative versus quantitative research
Main qualitative research methods
Research and evaluation framework
Outcome research: did it work?
Research concepts in public health
Research in Indigenous communities
Concluding comment
Chapter
7: Ethical issues in social marketing
Introduction
Ethics and marketing
What do we mean by ‘ethics’?
Ethical principles
Codes of behaviour
Criticism of social marketing as paternalistic
Criticism of power imbalances in social marketing
Criticism of unintended consequences
Case study
Concluding comment
Chapter
8: The competition
Introduction
Defining the competition
Monitoring the competition
Countering the competition
Kids are kids right? Wrong. Kids R Cu$tomer$!
Internal competition
Concluding comment
Chapter
9: Market segmentation and target marketing: the principle of selectivity
and concentration
Introduction
Sheth and Frazier’s attitude-behaviour segmentation
A stage approach to segmentation
Selecting target audiences
Individual tailoring
Concluding comment
Chapter
10: The marketing mix
Introduction
The marketing mix
Product
Place
Price
Promotion
People
Concluding comment
Chapter
11: Using media in social marketing
Introduction
A practical model for media use in social marketing programs
Advertising
Publicity
Edutainment
Civic (public) journalism
Websites – interactive information technology
Choosing media and methods
Roles of the media in social marketing campaigns
Concluding comment
Chapter
12: Sponsorship
Introduction
Objectives of sponsorship
Measures of effectiveness
Health promotion foundations: the case of Healthway
Using sponsorship to achieve individual change
Using sponsorship to achieve structural change
Concluding comment
Chapter
13: Planning and developing social marketing campaigns
Introduction
The PRECEDE-PROCEED model
Concluding comments
Chapter
14: Two case studies: the Immunise Australia Program and TravelSmart‚
The Immunise Australia program
Comment
Travelsmart‚: an individualised social marketing case study
Comment
Chapter
15: Targeting male perpetrators of intimate partner violence: Western
Australia’s ‘Freedom from Fear’ campaign
Introduction
Costs of intimate partner violence
Traditional interventions
The marketing mix
Campaign development, execution, and delivery considerations
Formative research
Evaluation research
Results
Discussion and implications of early results
Future campaign directions
Postscript
References
Index