Social marketing is receiving unprecedented focus and support from government, the private sector and charities internationally. Social marketing attempts to educate people in the hope that they will make 'informed'(i.e. healthy) choices regarding diet, lifestyle and health related issues. The effective application of social marketing principles can be complex and controversial. Social marketing planning cannot be reduced to a simple set of actions on a checklist; there is no single strategy for success and strategies that have proved successful with one population may not transfer to other populations. This text will explore the complexities involved in researching, planning and implementing effective social marketing programmes, using illustrative cases from both successful and unsuccessful real-world programmes.
The authors provide a critical analysis of the origins of social marketing as a concept and of the claims made by its supporters and detractors in order to highlight what social marketing can and cannot achieve. This is followed by a review of strategic issues that must be considered in developing social marketing programmes, including persuasion resistance, message relevance and message framing.
Key themes included in the text are the impact of cultural factors on health-related behaviours, ethical issues and attitudes as a key factor underlying health-related behaviours. The authors introduce concepts, theories and strategies that will aid the development, testing and implementation of social marketing interventions.
The book is suitable for both undergraduate and postgraduate students of business and marketing and those studying modules in social marketing.
Professor Lynne Eagle is Professor of Marketing at James Cook University, Australia. Dr Stephan Dahl is Sinior Lecturer in Marketing at Hull University Business School. Susie Hill is Global Adviser on health behaviour change and health promotion for Shell Plc. Sara Bird is Senior Lecturer in Marketing at the University of the West of England. Dr Fiona Spotswood is Lecturer in Marketing at the University of the West of England. Professor Alan Tapp is Professor of Marketing at the University of the West of England.
Preface List of contributors Authors' acknowledgements Publisher's acknowledgements Part 1: The principles of social marketing 1. What is social marketing? Evolution and application of social marketing What social marketing is not Current social marketing focus Unintended consequences Justification of government-sponsored social marketing interventions Summary Chapter review questions Notes Recommended reading 2. The core principles of social marketing The core principles Traditionalists versus convergents: the debate about commercial marketing technologies The example of exchange: debating the use of commercial marketing theory The example of the 4Ps: debating the use of the commercial marketing tools Why social marketing is different Other commercial marketing tools Summary Chapter review questions Notes Recommended reading 3. The social marketing intervention planning process Introduction Existing intervention planning frameworks Scoping the problem Situation analysis SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis Evaluation planning Developing the intervention Summary Chapter review questions Notes Recommended reading 4. Upstream, policy and partnerships Upstream factors Partnerships Features of successful partnerships Partnership challenges Public-private partnerships (PPPs) The challenge of health-related partnerships with the alcohol industry Summary Chapter review questions Notes Recommended reading 5. Ethical issues in social marketing Ethics defined Ethical dilemmas in social marketing Ethical frameworks Ethical issues in targeting Fear appeals Role of culture in establishing ethical standards Code of ethics Summary Chapter review questions Notes Recommended reading Part 2: Understanding the citizen 6. Understanding the consumer: the role of theory Theory What is theory? Is theory really useful in practice? The role of theory The limitations of theory Theories of behaviour change Summary Chapter review questions Notes Recommended reading 7. Conducting research in social marketing Overview of research Research ethics Qualitative, quantitative and mixed methods techniques Quantitative techniques Qualitative techniques Pre-testing Qualitative data analysis Summary Chapter review questions Notes Recommended reading 8. Segmentation Segmentation defined Segmentation methods Effective segments - characteristics Commercial segmentation packages Case studies for discussion Chapter review questions Notes Recommended reading (case studies) 9. Social forces and population level effects Social forces Conformity Social norm campaigns Group types Group effects Compliance Summary Chapter review questions Notes Recommended reading Part 3: Designing effective social marketing solutions 10. Designing social marketing interventions: products, services, locations, channels Designing campaigns Developing products for social marketing campaigns Brand development for social marketing Brand attributes Brand dimensions Branding as a social/identity factor Place and distribution channel Summary Chapter review questions Notes Recommended reading 11. Message framing Introduction: types of framing Positive framing Negative framing Fear appeals Rational versus emotional appeals Cross-cultural issues in message framing Personal relevance/tailored interventions Reactance effects Summary Chapter review questions Notes Recommended reading 12. Creativity in social marketing Creativity Creative strategy formation Presentation of strategy Creativity for print: leaflets, posters, newspapers, magazines, etc Creativity for television, radio and cinema Creativity for new/electronic media Regulation Summary Chapter review questions Notes Recommended websites Recommended reading 13. Media in social marketing Basic media planning principles How much is enough? Advertising as a strongly persuasive force Advertising as a weaker, primarily repurchase reminder, force So how much should we spend? Media choices Media context Planning for new media Social media Summary Chapter review questions Notes Recommended reading 14. Measurement and evaluation of social marketing programmes Why evaluate? What to evaluate When to evaluate Intervention outcomes - effects and effectiveness How to evaluate - techniques for different phases, components and media Social advertising and communication Monitoring 'noise'/upstream factors Special circumstances Evaluating partnerships Summary Chapter review questions Notes Recommended reading Glossary of terms Index