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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 target audiences'
barriers?
3. Who do social marketers compete with?
4. What is an example in your personal life of a good or service that helps
you perform a desired behavior intended to improve health, safety or
the environment?
5. Were you o-ended by the breastfeeding campaign? When would you
advise against fun?
6. Give an example of a media channel at the point of decision making.
7. Marketing Highlight
What was the campaign's Product?
Would they have had the same outcomes without this Product? Why or
why not?
8. Marketing Dialogue
The link for the “Seatbelt Man” video is
http://www.youtube.com/watch?v=h-8PBx7isoM
Who do you think is the target audience?
Why did it go viral, even appearing on CNN?
