Social Marketing Chapter 3 Quiz

Social Marketing (PRAD 306)

• Course offered by Canadian International College
• Course code: PRAD 306
• Fall 2024-2025
• Instructor: Dr. Neam Mohy El Din
• Course content includes Chapter 3

Table of Contents

• Definition and characteristics of social marketing campaigns
• Types of social marketing campaigns
• Social marketing planning methods
• Principles of effective social marketing campaigns
• Steps of social marketing campaign planning
• Social marketing campaign implementation strategy

Definition and Characteristics of Social Marketing Campaigns

• Social marketing campaigns are non-profit, public service campaigns, distinct from profit-oriented commercial marketing campaigns.
• These campaigns aim to increase acceptance of a social idea or habit, considering planning, methodology, promotion, distribution, and research.
• Campaigns utilize various communication channels, including media and personal communication.

Characteristics of Social Marketing Campaigns

• Two main methodologies:
  • Control Methodology: Based on education, management, and reinforcement (not applicable to all fields).
  • Process Methodology: Includes planning messages and media appropriate for the target audience.

Types of Social Marketing Campaigns

• Public Awareness Campaigns: Aims to increase public awareness of information, events or histories, examples include history celebrations, local events, and country promotions
• Public Information Campaigns: Provide general information on specific topics, examples include vaccinations, tax laws, and traffic awareness.
• Public Education Campaigns: Explain topics and enable public application and daily behavior change, examples include encouraging voting, fighting bullying, and environmental awareness.
• Behavior Modification Campaigns: Target changing negative behaviors, examples include stopping smoking, drug addiction, and promoting healthy eating.
• Beliefs Change Campaigns: Influence public beliefs, values, and traditions, examples include campaigns for family planning, and early marriage.

Social Marketing Planning Methods

• Limited Start with Gradual Increase: Starts with few media resources, gradually increasing volume and types, up to a stable level.
• Strong Start with Gradual Decrease: Initiates with high intensity and impact, then gradually reduces until reaching a stable level.
• Balancing or Stability: Maintains an equal and stable level of media across the campaign duration.
• Interchange in Creating Media Impact: Begins strongly, decreases, then increases again. This method benefits from the ability of the campaign to focus on media at appropriate times and engage continuously with the target audience. It leverages a flexible approach with multiple channels to maximize impact.

Principles of Effective Social Marketing Campaigns

• Combining mass media with personal communication.
• Making campaign messages a part of entertainment programs.
• Maintaining a clear and simple message, repeated through campaign materials.
• Focusing on positive behavior change, rather than highlighting negative outcomes of prevailing behaviors.
• Emphasizing immediate consequences over distant ones.
• Including effective campaigns with official figures, volunteers, and public personalities.
• Strategic timing of media campaign.
• Continuous assessment to enhance campaign effectiveness.

Steps of Social Marketing Campaign Planning

• Describe campaign background, purpose, and focus
• Conduct a situation analysis
• Select and describe the target audience
• Set marketing objectives
• Identify audience barriers, benefits and competition
• Develop a desired positioning statement.
• Develop a strategic marketing mix (4Ps: Product, Price, Place, Promotion).
• Create an evaluation plan
• Establish a campaign budget, and find funding
• Outline an implementation plan

Social Issue, Purpose, and Focus (Examples)

• Obesity: Reducing obesity rates, Encouraging practice sports
• Covid-19: Reducing infection rates, Promoting precautionary actions
• Water pollution: Improving water quality, Reducing pesticides in water
• Road safety: Reducing traffic accidents, Reducing the use of cell phones while driving

Example of a Campaign's Purpose, Focus, Objectives, and Goal

• Campaign Purpose: Reduce traffic injuries and deaths
• Focus: Texting while driving
• Campaign Objective: Behavior - To wait until arrival at destination to text. Knowledge- To know what percentage of traffic accidents involved someone texting. Belief- To believe that texting while driving is a significant distraction.
• Target Goal: Decrease number of traffic accidents associated with texting by 25% in one year

Applying Marketing Objectives to Campaigns

• Employment Discrimination Campaign
  • Knowledge Objectives: To know forms of employment discrimination, benefits of prevention
  • Behavioral Objectives: To avoid judging employees based on race, gender or color, to speak up when witnessing discrimination
  • Belief Objectives: To believe that employment discrimination is unacceptable, to believe that all deserve respect
• Gender Equality Campaign
  • Behavioral Objectives: To apply gender equality in daily life.
  • Knowledge Objectives: To raise awareness on factors leading to gender inequality
  • Belief Objectives: To modify the way audiences think about gender equality

Social Marketing Campaign Implementation Strategy

• Messenger

• Target Audience

• Message

• Media Channels and Scheduling

• Evaluation

Messengers

• Five major options
  • Sole sponsor (governmental org, NGO)
  • Partners (WHO, Rotary International)
  • Endorsements (celebrities, entertainers)
  • Midstream audience (Gyms' trainers for young people)
  • Mascot (kid character)

Target Audience

• Understanding demographics (age, gender, social status, income)
• Recognizing geographic characteristics.

Message

• Based on target audience response
• Informed by identified campaign objectives and competitors' approaches
• Clear and simple, repeated for amplification
• Addresses negative consequences, to encourage proactive change
• Action-oriented and focused on immediate consequences

Messages Relative to Stages of Change

• Pre-contemplators: Educate on costs of competing behaviors & benefits of new behaviors. (Statistics, wake up call)
• Contemplators: Encourage trying new behavior. Address doubts & barriers.
• Taking Action: Appreciate efforts, target not going back to old habits, encouraging new habits

Media Channels

• Written materials (brochures, posters)
• Oral & Audio media (lectures)
• Visual media (documentaries)
• Interactive media (websites, social media)

Scheduling the Media Campaign

• Volume & strength of media content
• Frequency of each media material
• Continuousness of publication or broadcasting

Factors to Consider When Implementing Campaigns and Using Media

• Start with widely circulated media to disseminate campaign information.
• Consider timely news and events to maximize audience interest.
• Use reminder strategies and repetition to avoid audience forgetfulness.
• Plan for appropriate timing to maintain audience interest.
• Employ integration and sequential strategies for media.

Evaluation of Social Marketing Campaigns

• Pre-testing, interim evaluation and final campaign evaluation. Each phase is used to make adjustments and ensure clarity.

Test your knowledge on Chapter 3 of Social Marketing, offered in PRAD 306 at Canadian International College. This quiz covers the definition, characteristics, types, and planning methods of social marketing campaigns. Assess your understanding of campaign implementation strategies and principles for effective marketing.