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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 evaluation based on these criteria:
behavior change potential; market supply; organizational match;
funding sources and appeal; and impact.
2. In your own words, how do organizational factors differ from
environmental forces?
3. How do you address potential ethical concerns that your plan isn’t
addressing all, even many, of the potential areas of focus (e.g., refer to
the example of decreasing drunk driving among teens by focusing on
designated drivers)?
4. Marketing Highlight
For Reducing Diarrheal Disease in India, identify each of the following:
◦ Campaign purpose
◦ Focus
◦ Target audiences
Downstream, Midstream and Upstream
◦ Behavior objectives
◦ Barriers
◦ Key strategies
◦ Outcomes
5. Research Highlight
oWhat is Edutainment?
oWhy was this media channel effective for this audience and for
their barriers to banking?
oIn other words, why better than a brochure?
