Session 26 Power Point

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Session 26 Power Point

  1. 1. Definition of Social Marketing Social marketing is defined as "the design, implementation and control of programs aimed at increasing the acceptability of a social idea or practice in one or more group of target adopters.
  2. 2. A 7 Step Social Marketing Approach <ul><li>Knowledge </li></ul><ul><li>Desire </li></ul><ul><li>Skills </li></ul><ul><li>Optimism </li></ul><ul><li>Facilitation </li></ul><ul><li>Stimulation </li></ul><ul><li>Reinforcement </li></ul>
  3. 3. Goal of Social Marketing Campaign Social marketing aims to ‘reach’ one or a number of target groups in order to initiate and effect changes in their ideas and behavior.
  4. 4. Planning a Social Marketing Campaign <ul><li>Determine the specific information you need </li></ul><ul><li>Look for previously collected, or secondary, information that will meet your needs </li></ul><ul><li>Collect any additional, or primary, information you need </li></ul><ul><ul><li>Observation </li></ul></ul><ul><ul><li>Mail, telephone or in-person surveys </li></ul></ul><ul><ul><li>Focus groups </li></ul></ul><ul><li>Present your plan to others for evaluation </li></ul>
  5. 5. Potential Media Components for a Social Marketing Campaign <ul><li>Television </li></ul><ul><li>Radio </li></ul><ul><li>Newspapers (Daily and weekly) </li></ul><ul><li>News Magazines </li></ul><ul><li>Popular magazines </li></ul><ul><li>Internet </li></ul><ul><li>Direct marketing (mail and phone) </li></ul><ul><li>Public appearances </li></ul><ul><li>Public rallies </li></ul><ul><li>Films </li></ul>
  6. 6. Media Production and Dissemination Materials <ul><li>Television ads </li></ul><ul><li>Radio ads </li></ul><ul><li>Print ads </li></ul><ul><li>Press releases and statements </li></ul><ul><li>Website </li></ul><ul><li>Direct marketing materials </li></ul>

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