Principles and Practice of Social Marketing An International Perspective 1st Edition by Rob Donovan, Nadine Henley ISBN 9780511851599 0511851596

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ISBN 10: 0511851596

ISBN 13: 9780511851599

Author: Rob Donovan, Nadine Henley

This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing.

 

Principles and Practice of Social Marketing An International Perspective 1st Edition Table of contents: 

Chapter 1 Social marketing and social change

Marketing and business

What is marketing?

Defining social marketing

Social marketing’s beginnings

Social marketing and social change tools

Concluding comments

Questions

Further reading

Chapter 2 Principles of marketing

Marketing basics

Principles and practices of marketing

The use of market research

Differences between commercial and social marketing

Concluding comments

Questions

Further reading

Chapter 3 Social marketing and the environment

Environmental monitoring

Food for thought: a monitoring example

Environmental determinants of health and wellbeing

Social class and self-efficacy

Importance of early childhood

Social capital

Social ecology

Concluding comments

Questions

Further reading

Chapter 4 Advocacy and environmental change

Media advocacy: targeting socio-political change

Advocacy – a global phenomenon?

Advocacy for environmental change

Environmental cases from Central and Eastern Europe

Planning for advocacy

Concluding comments

Questions

Further reading

Chapter 5 Principles of communication and persuasion

Communication principles for successful campaigns

The communication process: Rossiter’s and Percy’s six-step model

Planning a communication strategy

Principles of exposure and attention

Cognitive processing models for persuasion: elaboration-likelihood model

Cialdini’s six principles of persuasion

Fear arousal and threat appeals

Incentive appeals

Framing effects

Concluding comments

Questions

Further reading

Chapter 6 Models of attitude and behaviour change

The health belief model

Protection motivation theory

Social learning theory

The theory of reasoned action

The theory of trying

Cognitive dissonance

Theory of interpersonal behaviour

The Rossiter–Percy motivational model

Morality and legitimacy

Diffusion theory

Behaviour modification and applied behavioural analysis

Synthesising the models

Concluding comments

Questions

Further reading

Chapter 7 Research and evaluation

Qualitative versus quantitative research

Qualitative research

Research and evaluation framework

Formative research: ‘what is likely to work best?’

Efficacy testing: ‘can it work and can it be improved?’

Process research: ‘is the campaign being delivered as proposed?’

Outcome research: ‘did it work?’

Do intentions predict behaviour?

Research concepts in public health

Research in ethnic and Indigenous communities

Most significant change technique: an alternative or additional methodology for community research

Concluding comments

Questions

Further reading

Chapter 8 Ethical issues in social marketing

What do we mean by ‘ethics’?

Ethical principles

Codes of behaviour

Criticisms of social marketing

Criticism of power imbalances in social marketing

Criticism of unintended consequences

Concluding comments

Questions

Further reading

Chapter 9 The competition

Competition and the principle of differential advantage

Defining the competition in social marketing

Monitoring the competition

Countering the competition

Kids are kids right? Wrong. Kids R Cu$tomer$!

Internal competition

Concluding comments

Questions

Further reading

Chapter 10 Segmentation and targeting

Psychographics

Motives and benefits segmentation

Sheth’s and Frazier’s attitude–behaviour segmentation

A stage approach to segmentation

Selecting target audiences

Cross-cultural targeting

Cultural tailoring

Individual tailoring

Concluding comments

Questions

Further reading

Chapter 11 The marketing mix

The social marketing mix

Policy

Product

Place

Price

Promotion

People

Partnerships

Concluding comments

Questions

Further reading

Chapter 12 Using media in social marketing

The importance of media in social marketing

Effectiveness of mass media in promoting health and socially desirable causes

A practical model for media use in social marketing programmes

Advertising

Publicity

Edutainment

Civic (or public) journalism

Word-of-mouth and viral marketing

New media

Choosing media and methods

Roles of the media in social marketing campaigns

Concluding comments

Questions

Further reading

Chapter 13 Using sponsorship to achieve changes in people, places and policies

The growth of sponsorship

Objectives of sponsorship

How sponsorship works

Evaluation of sponsorship

Measures of effectiveness

Health promotion foundations: the case of Healthway

Engaging the sponsored organisation

Evaluating health sponsorship: does it work?

Using sponsorship to achieve individual change

Using sponsorship to achieve structural change

Concluding comments

Questions

Further reading

Chapter 14 Planning and developing social marketing campaigns and programmes

Campaign versus programme

Overall programme planning models

Lawrence Green’s PRECEDE–PROCEED model

Concluding comments

Questions

Further reading

Chapter 15 Case study: the Act–Belong–Commit campaign promoting positive mental health

Background: mental illness and the need for mental health promotion

Background: origins of the campaign

Overall goals of the pilot campaign

Campaign goals

Overall strategy and planning

The marketing mix

Pilot campaign evaluation

The statewide campaign 2008–10

Why has the campaign been successful?

Concluding comments

Questions

Further reading

References

Index

 

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