COMM 3301 Lecture Notes - Lecture 1: Social Marketing, Brooke Bond, Smokey Bear
2 Nov 2015
School
Department
Course
Professor
Document Summary
Social marketing is an approach used to develop activities aimed at changing or maintaining people"s behaviour for the benefit of individuals and society as a whole. What social marketing isn"t: not commercial marketing, fundraising, upstream work, raising awareness/education. Choose a specific social issue or problem that begs for behaviour change. Provide an overview of the issue, suggest possible remedies and identify the target audience whose behaviours need to be influenced. Obvious barriers and opportunities should be identified as well as any insights into other stakeholders who are engaged on this or closely-related issues. Short analyses of social marketing campaigns that you observe in your. Analysis must include the identification of the target audiences and the desired behaviour change, plus an analysis of its effectiveness in achieving its goal. Identify a campaign that you see around you, who the target audience is, what behaviour change are they trying to get the audience to adopt, and how effective it is.
