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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 be
developing or promoting), and the augmented product (any additional
product elements needed to support behavior change).
Decisions are faced at each level. At the core product level, decisions
will need to be made regarding what potential bene"ts should be stressed. At
the actual product level, you will consider whether an existing good (e.g.,
bike helmets) or service (e.g., home energy audits) should be promoted or
whether a new or improved one is needed in order to support behavior
adoption (e.g., tobacco quitline). We encourage you to also consider whether
there are additional product elements (augmented products) that would
provide support for the target audience, one not "required" but one that
might make the di&erence in whether the audience is moved to action (e.g.,
life vests available for loan at beaches).
