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978-1452292144 Appendix Appendix 1
504 STEP 1: DESCRIBE THE SOCIAL ISSUE, ORGANIZATION(S), BACKGROUND, PURPOSE, AND FOCUS OF YOUR PLAN 1.1 Briefly identify the social issue, sometimes referred to as the “wicked problem,” your plan will be addressing (e.g., tobacco use, air pollution, water contamination, […]
978-1452292144 Appendix Appendix 2
Appendix A Social Marketing Planning Worksheets 513 7.3.3 Where and when will the target audience acquire any associated services? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 7.3.4 Are there any groups or individuals in the distribution channel that you will target to support efforts […]
978-1452292144 Chapter 1 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 1 Defining and Distinguishing Social Marketing Chapter Summary Social Marketing is a process that uses marketing principles and techniques to influence target audience behaviors that will bene”t society as well as the […]
978-1452292144 Chapter 1 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 1 Defining Social Marketing DISCUSSION QUESTIONS 1. Social marketing isn’t always about changing a behavior. What is an example? 2. A few major di)erences between commercial marketing and social marketing were noted […]
978-1452292144 Chapter 10 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 10: Product: Creating a Product Platform Chapter Summary The product platform has three levels: the core product (the bene”t of the behavior), the actual product (any goods and/or services your e&ort will […]
978-1452292144 Chapter 10 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 10: Product: Creating a Product Platform DISCUSSION QUESTIONS 1. What product type are most social marketing e orts? 2. Give an example for these: Potential Actual Products Goods Services Existing New Products […]
978-1452292144 Chapter 11 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 11: Price: Determining Monetary and Nonmonetary Incentives and Disincentives Chapter Summary The price of a social marketing product is the cost that the target audience associates with adopting the new behavior. Costs […]
978-1452292144 Chapter 11 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 11: Price: Determining Monetary and Nonmonetary Incentives and Disincentives DISCUSSION QUESTIONS 1. In a social marketing environment, are most costs monetary or nonmonetary in nature? 2. What are the Price-related tactics? 3. […]
978-1452292144 Chapter 12 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 12: Place: Making Access Convenient and Pleasant Chapter Summary Place, the third “P,” is where and when the target market will perform the desired behavior, acquire any related tangible objects, and receive […]
978-1452292144 Chapter 12 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 12: Place: Making Access Convenient and Pleasant DISCUSSION QUESTIONS 1. What place strategies could be considered to influence: using sunscreen; breastfeeding for at least 6 months; disposing of compact fluorescent light bulbs […]
978-1452292144 Chapter 13 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 13: Promotion: Deciding on Messages, Messengers, and Creative Strategies Chapter Summary Promotion is persuasive communication and is the tool we count on to ensure that the target audience knows about the o!er, […]
978-1452292144 Chapter 13 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 13: Promotion: Deciding on Messages, Messengers, and Creative Strategies DISCUSSION QUESTIONS 1. Why is it important to determine messages strategies before media strategies? 2. In developing a creative brief, what are potential […]
978-1452292144 Chapter 14 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 14: Promotion: Selecting Communication Channels Chapter Summary Communication channels, also referred to as media channels, can be categorized as one of three types: mass, selective, or personal. Mass media channels are called […]
978-1452292144 Chapter 14 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 14: Promotion: Selecting Communication Channels DISCUSSION QUESTIONS 1. What media channels would you consider for a fruits and vegetables campaign targeting elementary school kids? 2. What are the pros, cons and challenges […]
978-1452292144 Chapter 15 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 15: Developing a Plan for Monitoring and Evaluation CHAPTER SUMMARY Key components of an evaluation and monitoring plan are determined by answers to the following questions: Why are you conducting this […]
978-1452292144 Chapter 15 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 15: Developing a Plan for Monitoring and Evaluation DISCUSSION QUESTIONS 1. What is the difference between monitoring and evaluation? 2. Why is this plan developed before a budget? 3. What is the […]
978-1452292144 Chapter 16 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 16: Establishing Budgets and Finding Funding Chapter Summary Preliminary budgets are best determined by using the objective-and-task method, in which budgets are established by (a) reviewing speci&c objectives, (b) identifying the tasks […]
978-1452292144 Chapter 16 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 16: Establishing Budgets and Finding Funding DISCUSSION QUESTIONS 1. What do you think of Sesame Street’s study and conclusion? Nickelodeon’s e”ort? 2. Which of the three approaches to establishing budgets do you […]
978-1452292144 Chapter 17 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 17: Creating an Implementation Plan and Sustaining Behavior Chapter Summary Developing an implementation plan is Step 10, the final step in the marketing plan model. It turns strategies into actions and is […]
978-1452292144 Chapter 17 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 17: Creating an Implementation Plan and Sustaining Behavior DISCUSSION QUESTIONS 1. What strikes you as unusual about the Mental Health Stigma Social Marketing Plan? (Note: Targeting Policymakers) 2. Does the phasing strategy […]
978-1452292144 Chapter 2 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 2 10 Steps in the Strategic Marketing Planning Process Chapter Summary Marketing planning is a systematic process, and a 10-step model is recommended for developing social marketing plans. You begin with clarifying […]
978-1452292144 Chapter 2 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 2 10 Steps in the Strategic Marketing Planning Process DISCUSSION QUESTIONS 1. Give an example of a social marketing e”ort for each of the noted marketing concepts: Production, Product, Selling, Marketing, and […]
978-1452292144 Chapter 3 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 3 Determining Research Needs and Options Chapter Summary It may be easiest for you to remember (even understand) familiar research terms by recognizing the criteria used to categorize them: • By research […]
978-1452292144 Chapter 3 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 3 16 Tips for Success DISCUSSION QUESTIONS 1. Give an example of taking advantage of prior and existing successful campaigns. 2. Why do the authors consider it a “gift” to know your […]
978-1452292144 Chapter 4 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 4 Choosing a Social Issue, Purpose, and Focus for your Plan and Conducting a Situation Analysis CHAPTER SUMMARY This chapter has introduced the first two of the 10 steps in the social […]
978-1452292144 Chapter 4 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 4 Determining Research Needs and Options DISCUSSION QUESTIONS 1. Which, if any, of the research myths mentioned are ones you identify with? 2. Explain, in your own words, the basic di&erences between […]
978-1452292144 Chapter 5 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 5 Segmenting, Evaluating, and Selecting Target Audiences CHAPTER SUMMARY Selecting target audiences is a three-step process: (1) Segment the market, (2) evaluate segments, and (3) choose one or more segments for targeting. […]
978-1452292144 Chapter 5 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 5 Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis DISCUSSION QUESTIONS 1. Brainstorm potential focuses of a plan to deal with Childhood Obesity and conduct a hypothetical […]
978-1452292144 Chapter 6 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 6 Setting Behavior Objectives and Target Goals CHAPTER SUMMARY The primary objective of a social marketing campaign is behavior change. All social marketing campaigns should be designed and planned with a specific […]
978-1452292144 Chapter 6 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 6 Segment, Evaluate, and Select Target Audiences DISCUSSION QUESTIONS 1. For a campaign targeting tobacco cessation, describe three potential target audience segments using at least three segmentation variables. 2. Why do you […]
978-1452292144 Chapter 7 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 7 Identifying Barriers, Benefits, Motivators, the Competition, and Inuential Others Chapter Summary In this important step in the marketing planning process, you take time out to deepen your understanding of your target […]
978-1452292144 Chapter 7 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 7 Setting Behavior Objectives and Goals DISCUSSION QUESTIONS 1. Can the terms “Objectives and Goals” work for you? Does it make sense that in marketing goals are related to sales and that […]
978-1452292144 Chapter 8 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 8 Tapping Behavior Change Theories, Models, and Frameworks Chapter Summary This chapter is intended to be used as a quick reference guide for identifying and understanding theories, models, and frameworks that can […]
978-1452292144 Chapter 8 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 8 Identifying Barriers, Benefits, the Competition, and Inuential Others DISCUSSION QUESTIONS 1. Describe the Exchange Theory. What implications do you see for your marketing planning? 2. What examples do you have of […]
978-1452292144 Chapter 9 Lecture Notes
Lee, Social Marketing, Fifth Edition Instructor’s Resources Chapter 9: Crafting a Desired Positioning Chapter Summary Positioning is the act of designing the organization’s offering in such a way that it lands on and occupies a distinctive place in the mind […]
978-1452292144 Chapter 9 Solution Manual
Lee, Social Marketing, Fourth Edition Instructor’s Resources Chapter 9: Crafting a Desired Positioning DISCUSSION QUESTIONS 1. In your own words, how would you use the positioning statement once you developed it? Who can you imagine working on developing the positioning […]
Marketing Chapter 01 What Was Your Understanding What Social Marketing
CHAPTER 1 Understanding Social Marketing Type: E 1. What was your understanding of what social marketing is before taking this course? 2. If someone asked you now “What is social marketing?” what would you briefly say? *a. Influencing behaviors that […]
Marketing Chapter 02 What The Essence The Product Concept Build
CHAPTER 2 10 STEPS IN THE STRATEGIC MARKETING PLANNING PROCESS 1. For the Marketing Highlight discussing WaterSense, what similar effort did EPA leverage to inspire this effort. *a. ENERGY STAR. Type: E 2. What is the essence of the Product […]
Marketing Chapter 03 You Were Charged With Effort Reduce Texting
CHAPTER 3 DETERMINING RESEARCH NEEDS AND OPTIONS Type: E 1. If you were charged with an effort to reduce texting while driving: What types of existing research would you investigate? What types of new research would you want to conduct? […]
Marketing Chapter 04 What The Social Issue You Are Picking
CHAPTER 4 CHOOSING A SOCIAL ISSUE, PURPOSE, AND FOCUS FOR YOUR PLAN: CONDUCTING A SITUATION ANALYSIS For this first set of 10 questions, you will demonstrate understanding of components of Step #1 and Step #2 by choosing a hypothetical example […]
Marketing Chapter 05 What Are The Major Benefits Selecting Target
CHAPTER 5 Segmenting, Evaluating, and Selecting Target Audiences Type: E 1. What are the major benefits of selecting a Target Audience for your effort? For each of the following, which one variable does not “belong” in that category? 2. Demographic […]
Marketing Chapter 06 What Behavior Objective Something You Want Your
CHAPTER 6 Setting Behavior Objectives and Target Goals Type: E 1. What is a Behavior Objective? 2. Give an example of a Behavior Objective for an effort with a purpose decrease senior falls with a focus on strength and balance […]
Marketing Chapter 07 What Are Questions You Could Ask Your
CHAPTER 7 Barriers, Benefits, Motivators, Competition and Influential Others Type: E 1. What are 3 questions you could ask your target audience to understand their barriers to a behavior you want to influence them to do? 2. What is 1 […]
Marketing Chapter 08 Inspiring development of social marketing
CHAPTER 8 Behavior Theories, Models, and Frameworks INDICATE WHAT STEP IN THE PLANNING MODEL THAT THIS THEORY, MODEL OR FRAMEWORK WILL PRIMARILY INSPIRE. SELECT FROM: A. Informing audience segmentation and selection B. Informing behavior selection and goals C. Deepening understanding […]
Marketing Chapter 09 What Does Positioning Statement Describe How You
CHAPTER 9 Crafting a Desired Positioning Type: E 1. What does a Positioning statement describe? 2. Write a brief Positioning statement for an effort to influence gardeners to plant native plants. *a. We want gardeners to see native plants as […]
Marketing Chapter 10 Why The Product Strategy The First P
CHAPTER 10: Product: Creating a Product Platform Type: E 1. Why is the Product strategy the first “P” developed? 2. In the Marketing Highlight, Meet Your Match, for potential pet adopters, what was the core product? *a. Finding a pet […]
Marketing Chapter 11 List Least Types Options For Increasing Monetary
CHAPTER 11 Price: Determining Monetary and Nonmonetary Incentives and Disincentives Type: E 1. List at least 2 types of options for increasing monetary incentives for the desired behavior: 2. List at least 2 types of options for nonmonetary incentives for […]
Marketing Chapter 12 Which One The Following Not Component The
CHAPTER 12 Place: Making Access Convenient and Pleasant 1. Which one of the following is not a component of the “Place” strategy? 2. First, indicate some desired behavior: *a. Behaviors should be specific and will likely fall into categories of […]
Marketing Chapter 13 What The Objective The Promotion Tool Highlight
CHAPTER 13 Promotion: Deciding on Messages, Messengers, and Creative Strategies Type: E 1. What is the objective of the Promotion tool? 2. For the Target Audience step in the planning model, indicate whether or not this step will inform development […]
Marketing Chapter 14 Why Are Communication Channels Selected After Messages
CHAPTER 14 Promotion: Selecting Communication Channels Type: E 1.Why are communication channels selected after Messages, Messengers and Creative Strategy? 2. Name four advertising media channels: *a. Broadcast: Television, Radio, Internet, Banner Ads, Print, Newspaper, Magazine, Direct Mail, Separate mailings, Paycheck […]
Marketing Chapter 15 Name Three Potential Purposes For Evaluation Fulfill
CHAPTER 15 Developing a Plan for Monitoring and Evaluation Type: E 1. Name three potential purposes for an evaluation. 2. Name two potential Output measures. *a. Numbers of materials distributed, Number/type of media channels utilized, Reach and frequency, Media coverage, […]
Marketing Chapter 16 Describe The Affordable Method Approach For Establishing
CHAPTER 16 Establishing Budgets and Finding Funding Type: E 1. Describe the Affordable Method approach for establishing a budget. 2. Describe the Competitive-Parity Method approach for establishing a budget. *a. Budget based on what others have spent for similar efforts […]
Marketing Chapter 17 Identify list Each The Major Components Implementation Plan
CHAPTER 17 Creating an Implementation Plan and Sustaining Behavior Type: E 1. Identify/list each of the 4 major components of an Implementation Plan: 2. For Phase by Target Audience, use an example of a campaign to influence homeowners to plant […]