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Strategic Communication in Campaigns questions with actual answers.
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Strategic Communication in Campaignsquestions with actual answers.
Social Marketing: ANS - Process that uses marketing principles to benefit society and ourselves.
Key Points: ANS - 1. Systematic planning process
2. Behavioral influence is *Primary Focus*
3. Promoting the public good is a *Primary Outcome*
4. Promoting individual benefit is also an important outcome
Other Forms of Marketing ANS - 1. Commercial Marketing
2. Non-Profit Marketing
3. Public Sector Marketing
4. Cause Promotions Marketing
Commercial Marketing ANS - - Aim is financial gain
- benefit shareholders not society
- EX: Insurance
Non-Profit Marketing ANS - Promote support for non-profit organizations- NOT to public good
- EX: St. Judes (non-profit)
Public Sector Marketing ANS - - Focus on greater use of public services.
- Ex: Post Office launches campaign to get more users
- Ex: Community clinics
Cause Promotions Marketing ANS - - Promote greater awareness to social issue.
, - EX: homelessness, human trafficking, closest to social marketing
Similarities b/t Social & Commercial Marketing ANS - 1. Adopt a customer orientation ("customers
always right")
2. Operate from an exchange theory perspective. (give and take)
3. Rely heavily on marketing research
4. Engage in audience segmentation & creating unique "Marketing mixes" (Profiles)
5. Measure results to improve for the future.
Linkage to Strategic Comm Campaigns: ANS - - Strategic Comm Campaigns can be studied from the lens
of social marketing.
- Strategic Comm Campaigns have the same planning process.
Who does Social Marketing: ANS - 1. Public sector agencies
2. Non-profit organizations and foundations
3. Professionals working in certain "for-profit" organizations.
4. Professionals working in social marketing organizations.
Corporate Social Responsibility ANS -
Social Issues addressed via social marketing campaigns ANS - 1. Health-related behavior (flushot)
2. Injury prevention-related behavior
3. Environmental behaviors (recycling, waste reduction)
4. Community involvement behaviors (organ donation)
Evolution of the Marketing Process: ANS -
Shifts in Marketing Management: ANS - 1. From "marketing does the marketing" to "everyone does the
marketing"
2. From "organizing by product units" to "Organizing by customer segments"
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