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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 supports to a promise
that safe gun storage will keep your family safe and prevent your gun
from getting into the wrong hands?
3. Assume that program managers have decided, on the basis of research
and advice of experts, to use a fear-based strategy for a youth tobacco
prevention campaign. What recommendations would you make to
ensure the effectiveness of this strategy?
4. Marketing Highlight
What barriers to CFL bulbs did Puget Sound Energy need to address?
What strategies did they use to address each one?
5. Research Highlight
What did the authors mention at the end of the case would really
determine whether this effort had an impact on the intended purpose
to reduce use/production of paper?
