ERIC Number: ED455168
Record Type: Non-Journal
Publication Date: 2000-Jul
Reference Count: N/A
Social Marketing Traction: A Practical Resource Book for Social Marketing.
Hanlon, Eileen; Lane, Amy; Romano, Rose Mary
This book is about understanding people's behavior and changing that behavior using a discipline called "social marketing." It is based on the idea that all marketing is an exchange: if you want people to change their behavior, you have to offer them something, be it security, information, an image, or a feeling of belonging. The book states that to know what to offer the audience, you need to understand what they want, not just what you think they need. The marketing approach used in the book, called the BEHAVE framework, offers a way to examine a behavior and decide what type of exchange might be needed. The book offers many of the tools needed to make an effective campaign, from an audience segmentation tool to tips on contracting with advertising agencies. It is not meant to be an exhaustive examination of marketing, but rather a quick, practical guide to give social marketers a clear starting point. The book's first chapter, "The Basics," provides an overview of social marketing, including a description of the BEHAVE framework. In chapter 2, "Understanding Behavior," the following questions are addressed: Who is your audience? and Who do you want your audience to be? Chapter 3, "From Determinants to Strategies," asks of what action might affect a certain behavior, What perceptions guide that action? In chapter 4, "Designing an Intervention," the tactics of a marketing campaign are discussed. Chapter 5, "Creating a Marketing Plan," offers a practical way to use the BEHAVE framework when designing a marketing framework. (BT)
Descriptors: Advertising, Audience Awareness, Behavioral Objectives, Behavioral Science Research, Models, Public Relations, Social Change
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Publication Type: Guides - Non-Classroom
Education Level: N/A
Authoring Institution: Academy for Educational Development, Washington, DC.