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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 make sense to deal with realities of fund
availability? What is a downside?
3. What is the real intention of Prompts?
4. Why are commitments and pledges considered a nonmonetary
incentive and should be noted as a Price strategy?
5. Marketing Highlight
Give an example for each:
Product strategy
Price strategy
Place strategy
Promotional strategy
Partnership
6. Research Highlight
What was the reported impact of signs alone?
Why do you think this was not enough?
