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66 Cards in this Set
- Front
- Back
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Social Marketing |
The application of the principles and tools of marketing to achieve socially desirable goals that is benefits for society as a whole, rather than for profit or other organisational goals. |
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Why do we monitor the environment? |
To understand and monitor the environmental analysis is to understand and monitor the environmental factors on the organisations performance and make strategic decision to enhance competitors. |
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Environmental Factors |
1. Political and legal 2. Economic and demographic 3. Socio Cultural 4. Technological |
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Political and legal factors include |
Changes in legislation, government policies and the influence of pressure groups that lobby the government and enforce existing legislation. |
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Demographic and economic factors include |
1. Population growth, distribution and movement. 2. Age, gender, education, household characteristics and ethnicity. 3. Income and patterns in saving, debt and credit. |
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Socio Cultural factors include |
The broad beliefs, values and social norms that people hold, how persistent the core values and social norms |
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Technological and physical include |
Rate of change, budgets available for technological innovations and the commercial opportunities for new technology. |
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Food for thought |
Fast and convenient food vs. clean and green food. Particularly debate over genetically modified food. Healthy food choices are only made if they are accessible and available. |
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Political and legal environment of food in contemporary times |
-Mad cow disease and foot and mouth disease mean European import restrictions. -Other food scares -Labelling of G.M. products -Safety concerns over G.M. -Opportunity for government to teach healthy eating in schools and school lunches |
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Demographic and economic environment of food in contemporary times |
-Organic goods are perceived as expensive -Functional foods appeal to baby boomers -Value is added to ordinary grocery foods by cutting the planning and prep times of cooking. -Consumers generally prefer clean food |
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Socio Cultural environment of food in contemporary times |
-Trends to fast food, convenience foods, vegetarianism, organic and clean foods. -Increase in consumption of prepared food. |
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Technological and physical environment of food in contemporary times |
-Major development in food sciences. Natural foods to suppress cancer growth. -Advances in GM foods such as built in pesticides but are not yet accepted by the consumer. |
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Environmental determinants of health and well being |
-Poor and disadvantaged have poorer health than their rich counterparts. -Due to differences in risk behaviours e.g. smoking. and/or -Due to differences in physical environment e.g. poor sanitation |
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Physical and built environmental determinants |
1. Incidental physical activity e.g. walk to uni Determined by design of urban environment 2. Planned physical activity e.g. bike lane Determined by the opportunities provided. |
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Social Determinants |
10 areas that contribute to peoples Social Gradient, Stress, Early life, Social exclusion, work, unemployment, social support, addiction, food, transport. |
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Self efficacy |
Sense that they can exert control over their environment and the sense they are able to perform deliberate and conscious behaviours, such as quitting smoking if thats what they want. |
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Social class and self efficacy |
Lower class respondents have been found to have a limited sense of mastery, a greater sense of perceived constraints and a more fatalistic attitude toward health. |
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Social Ecology |
Changing the environment to maximise health protective factors to create a safe place, from contagious disease unhealthy levels of stress (caused by environmental factors such as pollution, racism, violence. |
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Downstream Approach |
Down Stream --> Individual change E.g. Stoping a 60yr old from smoking |
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Upstream Approach |
Upstream --> Environmental change e.g. Stoping teenagers from starting to smoke |
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Advocacy |
Supporting a person or a cause. |
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Advocacy process |
The evidence > The platform > The stratgey |
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The evidence |
Reflects the evidence on which we choose to advocate e.g. effects of little or no exercise on public health |
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The platform |
What will be advocated (getting the right message) e.g. exercise guidelines |
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The strategy |
How they will advocate E.g. media, political, advocacy from within, community mobilisation and professional mobilisation |
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Political Advocacy |
Central driving and beginning of 10 point plan. Include head of department and other ministers |
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Professional mobilisation |
Professionals or experts in the discipline that can be used as allies |
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Community mobilisation |
Depending on the community may be more or less inclined to support the issue. |
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Advocacy from within |
Advocate within their own organisations e.g. put in showers to encourage exercise |
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Media Advocacy |
Major influence on public opinion and can be used mobilised to present positive news news stories about the benefits of the topic. |
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How does media advocacy achieve its goals? |
It seeks to do it by developing and shaping news stories in ways that build support for public policies and ultimately influence those who have the power to change or preserve laws, enact policies and fund interventions that can influence whole populations. |
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Advocacy related communication objectives for the media. |
1. Agenda Setting 2. Framing the community agenda 3. Favourable attitude 4. legitimising the issue 5. Generating a positive community mood. |
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Sound bites |
Pithy, memorable, repeatable summations that can epitomise a debate e.g. non smoking section of bar like no urinating section of the pool. |
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Advocacy a global phenomenon |
Advocacy organisations via the internet to create petitions and fundraise for issues such as middle east. However it questioned how successful it can be past word of mouth need people on the ground. |
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Advocacy for environmental change Sustainability |
Using the earths resources at a pace that allows them to be renewed and if they are not renewable at a pace that allows adequate substitute to be invented and creating waste products at a pace that the earth can absorb without damaging. |
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Planning for advocacy |
1. Dawning Awareness 2. Sense of Urgency 3. Discovering the Choices 4. Resistance 5.Weighing the choices 6. Taking a stand intellectually 7. Making a responsible judgment morally and emotionally |
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Market Segmentation |
The division of the total market into relatively homogenous but distinct segments, and target marketing, the selection and concentration of marketing resources on one or more of these segments, together constitute the principle of selectivity and concentration. |
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Differences that may occur between target audiences who respond differently to the marketing mix: |
1. Locating or reaching member of the target segment. 2. Communicating with members of the target segment e.g. values, attitudes and lifestyles 3. Motivating different members of the target audience |
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Common bases for segmentation |
Attitudinal, behavioural, demographic, epidemiological, geographic, motives and benefits, psychographics, readiness stage, socio demographic. |
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Psychographics |
In this procedure respondents answer a number of usually general questions values, attitudes and behaviour questions. Draw such as "outgoing" and "active in community." |
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Behavioural clustering |
Cluster on relevant behaviours rather than beliefs and attitudes |
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Motives and benefits segregation |
Segmentation along a single primary motivating benefit. Motivates and benefits for continuing and undesired behaviour. Motivation for stopping undesired behaviours and adopting desired behaviours. |
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Prochaska's stage approach to segmentation |
The stages of change concept divides the target population into sub segments depending on their stage in progression towards the adoption of the desired behaviour. 1. Pre Contemplation, 2. Contemplation, 3. Preparation, 4. Action, 5. Maintenance, 6. Termination. |
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Nine activities or processes of change that individuals use to proceed through the stages of change. |
1. Conscious raising, 2. Emotional Arousal, 3. Self reevaluation, 4. Commitment, 5. Social Liberation, 6. Relationship Fostering, 7. Counter conditioning, 8. Rewards, 9. Environmental change. |
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Method for selecting target audiences |
TARPARE is a useful and flexible model for understanding the various segments in a population of interest and assessing the potential viability of interventions directed at each segment, given limited resources. |
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T |
Total number of persons in the segment |
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AR |
The proportion of "At Risk" persons in segment |
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P |
The persuasibility of the target auidence |
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A |
The accessibility of target auidence |
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R |
Resources required to meet the needs of target auidence |
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E |
Equity: Social justice considerations e.g. small amount of homeless youth but still an important target auidence |
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Cross Cultural Targeting |
Ads designed with culturally specific messages are far more successful. |
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Cultural Tailoring |
Interventions, strategies, messages or materials that conform with the specific cultural characteristics that directly influence behaviour and health. |
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Targeted message |
Designed for the segment of the population. A characteristics or set characteristics shared by members of the segment. |
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Tailored message |
Are designed for one specific individual based on prior assessment of the individual. |
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The marketing mix |
Covers the main areas in which decisions are made so as to maximise value to the consumer. The blending of activities so that they compliment each other in an integrated marketing effort. |
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The marketing mix elements |
1. Product, 2. Place, 3. Price, 4. Promotion, 5. People, 6. Partnership, 7. Policy. |
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Product |
Anything that satisfies a need offered for exchange. Including core, actual and augmented product |
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Core Product |
The underlying benefit that the consumer is obtaining by buying a product, service or adopting a practice. E.g. A longer, healthier life through reduces risk of heart disease. |
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Actual Product |
Actual product or service E.g. exercise class |
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Augmented Product |
Includes any additional service or tangible offerings or benefits that supplement that actual product E.g. Creche |
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Product considerations in social marketing |
1. Flexibility, 2. Intangibility, 3. Complexity, 4. Controversial, 5. Weak personal benefit, 6. Negative frame. |
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The product mix in social marketing |
The overall assortment of products offered and how they compliment each other can be related to market segmentation. e.g. appropriate exercise opportunities aimed at children, adults and seniors |
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Products for intermediaries |
Distinguish between products targeted at end consumers and products designed for intermediaries to do their job better. E.G. Speed cameras |
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Branding |
A brand is a name, term, symbol or design, or combination of them, intended to identify the goods or services of one seller or group of sellers from their competition. Good to allude to end goal |
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Place |
The process of making products available to the consumer. |
