Social Marketing: Changing Behaviors for Good
Year: 2015

Part 1: Understanding Social Marketing Chapter 1: Defining And Distinguishing Social Marketing Marketing Highlight: Ending Polio in India What is Social Marketing? Where Did the Concept Originate?  Decreasing Use of Mobile Phones While Driving Major Research Terminology Steps In Developing a Research Plan Research "That Won't Break the Bank" Chapter 4: Choosing A Social Issue,  Every Child By Two Step 1: Describe the Social Issue,  Conduct a Situation Analysis (SWOT) Ethical Considerations When Choosing a Focus for Your Plan Part 3: Selecting Target Audiences, Objectives, and Goal Chapter 5: Segmenting, Evaluating, And Selecting Target Audiences Marketing Highlight: Increasing Alternative Transportation by Targeting a Group Open to Change Step 3: Select Target Audiences Steps Involved in Selecting Target Audiences Variables Used to Segment Markets Criteria for Evaluating Segments How Target Audiences Are Selected What Approach Should Be Chosen? Ethical Considerations When Selecting Target Audiences Chapter 6: Setting Behavior  And Target Goals Marketing Highlight: Reducing Deaths at Railroad Crossings in India Step 4: Set Behavior Objectives and Target Goals Behavior  Knowledge and Belief Objectives Target Goals Objectives and Target Goals Are Only a Draft at This Step Objectives and Target Goals Will Be Used for Campaign Evaluation Ethical Considerations When Setting Objectives and Target Goals Chapter 7: Identifying Barriers, Benefits, Motivators, The Competition, And Influential Others Marketing Highlight: Reducing Litter in Texas: Don't mess with Texas(R)'s New "CANpaign" Step 5: Identify Target Audience Barriers, Benefits, Motivators, the Competition, and Influential Others What More Do You Need to Know About the Target Audience?  Crafting A Desired Positioning Marketing Highlight: truth Positioning Defined Behavior Focused Positioning Barriers Focused Positioning Benefits Focused Positioning Competition Focused Positioning Repositioning How Positioning Relates To Branding Ethical Considerations When Developing a Positioning Statement Chapter 10: Product: Creating A Product Platform Marketing Highlight: Increasing Pet Adoption with Meet Your Match Product: The First "P" Step 7: Develop the Social Marketing Product Platform Design Thinking Branding Ethical Considerations Related to Creating a Product Platform Chapter 11: Price: Determining Monetary And Nonmonetary Incentives And Disincentives Marketing Highlight: Reducing Tobacco Use through Commitment Contracts Step 7: Determine Monetary and Nonmonetary Incentives and Disincentives More On Commitments and Pledges Setting Prices for Tangible Goods and Services Ethical Considerations Related to Pricing Strategies Chapter 12: Place: Making Access Convenient And Pleasant Marketing Highlight: Books: The Ultimate Toy for Toddlers Lucie and Andre Chagnon Foundation  The Third "P" Step 7: Develop the Place Strategy Social Franchising Ethical Considerations When Selecting Distribution Channels Chapter 13: Promotion: Deciding On Messages, Messengers, And Creative Strategies Marketing Highlight: Seafood Watch(R) Influencing Sustainable Seafood Choices Promotion: The Fourth "P" A Word About the Creative Brief Message Strategy Messenger Strategy Creative Strategy Pretesting Ethical Considerations When Deciding on Messages, Messengers, and Creative Strategies Chapter 14: Promotion: Selecting Communication Channels Marketing Highlight: Increasing Blood Donations in Australia Using Social Media and More Promotion: Selecting Communication Channels Traditional Media Channels Nontraditional and New Media Channels Factors Guiding Communication Channel Decisions Ethical Considerations When Selecting Communication Channels Part 5: Managing Social Marketing Programs Chapter 15: Developing A Plan For Monitoring And Evaluation  Step 8: Develop a Plan for Monitoring and Evaluation Why Are You Conducting This Measurement? What Will You Measure?  Increasing Funding through Corporate Social Marketing Step 9: Establish Budgets and Finding Funding Sources Determining Budgets Justifying The Budget Finding Sources for Additional Funding Appealing to Funders Revising Your Plan Ethical Considerations When Establishing Funding Chapter 17: Creating An Implementation Plan And Sustaining Behavior Marketing Highlight: Improving Water Quality and Protecting Fish and Wildlife Habitats In Puget Sound and Chesapeake Bay  Complete an Implementation Plan Phasing Sustainability Anticipating Forces Against Change Sharing and Selling Your Plan Ethical Considerations When Implementing Plans