MRKT 351 Lecture Notes - Lecture 12: Social Marketing
Document Summary
Framing choice: positive: focus on positive outomes, negative: focus on negative consuequences. Definiing price: social marketing: the cost the target audience associates with adopting the desired behavior, moneraty: tangible goods and servces, nonmonetary: time, effort, energy, psychological risks, physical discomforts. 6 price/cost tool tactics: for the desired behavior. Increase nonmonetary benefits: decrease monetary costs, decrease nonmonetary costs, for the competing behavior. Types of appeals: rational (information and facts, emotional (negative and positive feelings, humour, nonverbal (images, symbols, vocal expression, often surporting other appeals, moral. Message strategies: one sided vs. two sided messages, one sided: praises your offer, best for those predisposed, two-sided: also points out its short-comings, best for those potentially opposed to your offer. Message strategy relartive to stages of change: pre contemplation, costs of competing behavior and benefits of desired behavior, contemplation, encourage trial, dispel myths, address barriers. In action: praise, prompts for sutainability, maintenance, congratulate, public recognition, reward.
