Health Sciences 2250A/B Chapter Notes - Chapter 11: Social Marketing, The Seller, A Priori And A Posteriori
2 Dec 2017
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Document Summary
Social marketing uses marketing principles to design programs that facilitate voluntary behaviour change for the purpose of improved personal or societal well-being: consumer based approach!! Actionable: other criteria: segment size, problem incidence, problem severity, defenselessness, general responsiveness, response to mm. Marketing mix: variables planner use to design interventions. Price: what costs the pp to obtain the product financial or non-financial (mental, emotional behavioural costs) Place: where the pp has access to the product/ most convenient, make it safe, convenient, comfortable to reduce barriers, basically, place in a desirable location (where programs = wanted & needed) at best time. The news media coverage that external public relations activities generate is typically not paid for by the organization (compared to advertising) i. e. news media outreach and sponsorship of large events, ribbon cutting. In order to develop effective messages, planners must know what is motivating the pp.
