envs 100 lecture 16

envs 100 lecture 16 - Changing behavior How do you get...

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Changing behavior How do you get consumers to do this?
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Social marketing and environmental campaigns Marketing : process through which individuals and communities are informed or persuaded that needs and wants may be satisfied by the products and services of others. Social marketing: systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.” National Social Marketing Centre 2006
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A case of social marketing: getting people to stop littering
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“There is a great TV episode of The Simpsons where Homer gets Marge a bowling ball for her birthday that Chris DeCardy, Environmental Media Services Know Your Audience
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An effective campaign must have • Clear, measurable goals • Understanding of your audience and what moves them • Compelling messages targeted to that audience
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An effective campaign must have Clear, measurable goals • Understanding of your audience and what moves them • Compelling messages targeted to that audience
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This note was uploaded on 09/15/2011 for the course ENVS 100 taught by Professor Zavaleta,e during the Fall '08 term at UCSC.

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envs 100 lecture 16 - Changing behavior How do you get...

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