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Lee, Social Marketing, Fifth Edition Instructor’s Resources
Chapter 6
Setting Behavior Objectives and Target Goals
CHAPTER SUMMARY
The primary objective of a social marketing campaign is behavior change.
All social marketing campaigns should be designed and planned with a
specific behavior objective in mind—something we want our target audience
to do. Behavior objectives should be clear, simple, doable acts—ones that can
be measured and that the target audience will know they have completed.
Occasionally, the social marketer will also need to establish one or two
additional objectives. Knowledge objectives (something you want your target
audience to know) are those related to statistics, facts, and other information
your target audience would %nd motivating or important. Belief objectives
(something you want your target audience to believe) are those related to
attitudes, opinions, or values held by the target audience. The target
audience may have current beliefs that the marketer will need to alter in
order for them to act, or an important belief may be found missing.
Target goals are quanti%able, measurable, and relate to the specific
campaign focus, target audience, and time frame. Ideally, they establish a
desired level of behavior change as a result of program and campaign e,orts.
When establishing and measuring behavior change is not practical or
economically feasible, alternatives can be considered, including measuring
campaign awareness, response, process, and/or increase in knowledge,
beliefs, and intention.
Given that campaign target goals represent the foundation for campaign
evaluation, it is critical that goals be relevant to program e,orts and
measurable.
