PHE 425 Week 3 Journal.docx - Module 3 Journal 1 Social...

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Module 3 Journal1Social Marketing JournalWhitney L. TarkingtonSNHUPHE 425: Program Planning in Public HealthMonica L. Vargas, MSPH, MBA, BSJanuary 24, 2021
Module 3 Journal2Social Marketing Journal There are several components of social marketing programs. These include audience segmentation, consumer orientation, exchange theory, and the 4 P’s which are product, price, place, and promotion. Audience segmentation refers to dividing the larger target group into smaller target groups of similar people (Videto B. C. H. D. M., 2010). Consumer orientation is knowing your target group and their beliefs on the “behavior of interest” (Videto B. C. H. D. M., 2010). The exchange theory is “the idea people will accept, reject, maintain, or modify a behavior if the benefits outweigh the cost” (Social Marketing & Public Health, 2012). Product is the behavior you are trying to get your target group to change or modify (Videto B. C. H. D. M., 2010). Price is the cost to behavior change; examples would be money, or emotional/physical pain (Videto B. C. H. D. M., 2010). Place would be the location of the program. The final P is

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