This document provides instructions for students to review resources on social marketing and media advocacy. Students are asked to locate a social marketing campaign from the past 5 years related to health that uses social media, and evaluate its strengths and weaknesses based on criteria such as target audience, use of multiple channels, marketing mix, appropriateness, behavior or policy change focus, avoidance of fear appeals, clear sponsor name, addressing costs and barriers, audience engagement, frequent updates, and potential improvements. By Day 4, students must post a summary of the campaign, analysis of how it reaches its audience based on the criteria, and a suggestion to enhance the message or strategies.
Review this week’s resources on social marketing and media advocac.docx
1. Review this week’s resources on social marketing and media
advocacy.
Locate a social marketing campaign (that is no more than 5
years old) related to a health issue that uses social media (e.g.,
blogs, vodcasts/podcasts, social networking sites, etc.) as a
strategy of media advocacy.
Evaluate what you consider to be the strengths and weaknesses
of the campaign based on relevant criteria from the Learning
Resources, for example:
Does the campaign focus on a specific population or target
audience?
Does the campaign utilize multiple forms and channels?
Are the 4 Ps (product, price, place, and promotion) of the
“marketing mix” used?
Are the materials appropriate for the target population?
Does the campaign focus on changing behavior or policy?
Does the campaign avoid using fear appeals or scare tactics?
Is the name of the campaign and its sponsor(s) clear?
How does the campaign address the monetary costs as well as
other potential barriers associated with the health behavior?
How do the social media engage the target audience? Or do
they?
2. Are the social media outlets frequently updated?
How could the message or the delivery channels be improved?
By Day 4
Post
a brief summary of the social marketing campaign you selected,
including an explanation of the media advocacy tools used to
reach the intended population (e.g., public service
announcements, social media, billboards, etc.). Analyze the
strengths and weaknesses of the social marketing campaign in
reaching the target audience by using the bulleted list of items
above. Provide at least one suggestion for enhancing and
improving the message and/or the strategies used in advocating
for this issue or policy.
Support your posting with information from the Learning
Resources. Be sure to cite references in APA format.