ch14_elliott_4e Social marketing and Not for profit.pptx

Over time other authors have provided frameworks for

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Over time, other authors have provided frameworks for social marketing. These frameworks have many similarities, but also some differences.
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Social marketing frameworks
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Behaviour change Behaviour change is considered the bottom line for social marketers. Behaviour change can be found in most social marketing frameworks as it is fundamental to intervention success. Evaluation is used by social marketers to identify activities that could increase the effectiveness of the intervention. The use of a control group permits confounding factors to be examined, ensuring that a comprehensive understanding of what caused the behaviour change is gained.
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Audience research Audience research provides an opportunity for the social marketer to learn about the target audience and to understand how to best design an intervention for that specifc audience. A qualitative approach could include focus groups, interviews and/or literature reviews. Quantitative methods used for formative research may consist of surveys, observations and/or analysis of previously collected data.
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Segmentation Segmentation can be based on one or more of demographic, psychographic, geographic, behavioural and epidemiological factors. Following principles used in commercial marketing, and outlined in the markets chapter, social marketers can choose different targeting strategies to reach the market.
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Exchange It is not always present in social marketing campaigns. Exchange describes something that a person has to give up in order to get the proposed beneft. Exchange can be difficult to detect when analysing social marketing campaigns. Exchange can be also difficult when the desired behaviour is less pleasurable than the current behaviour.
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Marketing mix Many social marketing texts remain set out around a traditional ‘4 Ps’ marketing mix of product, price, place and promotion. It is increasingly being recognised in social marketing that the ‘4 Ps’ framework does not always apply. Social marketing efforts should extend beyond communications, and a full marketing mix should be directed at initiating new behaviour and encouraging repeat behaviours.
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Marketing mix Social marketers need to adopt a full marketing mix
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