Principles and Practice of Social Marketing An jjaternational Perspective Saa.
Rob Donovan and Nadine Henley
CAMBRIDGE UNIVERSITY PRESS
CONTENTS
List of tables List of figures Preface Acknowledgements
page xi xii xv xvii
Chapter 1 Social marketing and social change Introduction Marketing and business What is marketing? Defining social marketing Social marketing's beginnings Social marketing and social change tools Concluding comments Questions Further reading Chapter 2 Principles of marketing Introduction Marketing basics Principles and practices of marketing The use of market research Differences between commercial and social marketing Concluding comments Questions Further reading Chapter 3 Social marketing and the environment Introduction Environmental monitoring Food for thought: a monitoring example Environmental determinants of health and wellbeing Social class and self-efficacy
CONTENTS I I I t i •, Importance of early childhood Social capital Social ecology Concluding comments Questions Further reading
.
Chapter 4 Advocacy and environmental change
70 74 76 77 82 85 86
Questions Further reading
87 87
88
Introduction Communication principles for successful campaigns The communication process: Rossiter's and Percy's six-step model Planning a communication strategy Principles of exposure and attention Cognitive processing models for persuasion: elaboration-likelihood model Cialdini's six principles of persuasion Fear arousal and threat appeals Incentive appeals Framing effects Concluding comments
88 89 90 93 94 102 105 110 118 119 123
Questions
124
Further reading
124
Chapter 6 Models of attitude and behaviour change
;
70
Introduction Media advocacy: targeting socio-political change Advocacy - a global phenomenon? Advocacy for environmental change Environmental cases from Central and Eastern Europe Planning for advocacy Concluding comments
Chapter 5 Principles of communication and persuasion
. f H k
59 64 v 65 66 68 68
Introduction The health belief model Protection motivation theory Social learning theory The theory of reasoned action The theory of trying
125 125 126 128 130 131 134
CONTENTS • • • • # :
Cognitive dissonance Theory of interpersonal behaviour The Rossiter-Percy motivational model Morality and legitimacy Diffusion theory Behaviour modification and applied behavioural analysis Synthesising the models Concluding comments Questions Further reading Chapter 7 Research and evaluation
vii
•
135 136 138 142 146 150 153 156 156 157 158
Introduction Qualitative versus quantitative research Qualitative research Research and evaluation framework Formative research: 'what is likely to work best?' Efficacy testing: 'can it work and can it be improved?' Process research: 'is the campaign being delivered as proposed?' Outcome research: 'did it work?' Do intentions predict behaviour? Research concepts in public health Research in ethnic and Indigenous communities Most significant change technique: an alternative or additional methodology for community research Concluding comments
158 158 161 169 170 176 176 177 180 182 189
Questions Further reading
194 194
Chapter 8
Ethical issues in social marketing
190 193
195
Introduction What do we mean by 'ethics'? Ethical principles Codes of behaviour Criticisms of social marketing Criticism of power imbalances in social marketing Criticism of unintended consequences Concluding comments
195 196 200 203 204 209 211 215
Questions Further reading
215 216
viii
CONTENTS i I I I 8 :
Chapter 9 The competition
:
217
Introduction Competition and the principle of differential advantage Defining the competition in social marketing Monitoring the competition Countering the competition Kids are kids right? Wrong. Kids R Cu$tomer$! Internal competition Concluding comments
217 217 218 221 232 242 247 250
Questions Further reading
251 251
Chapter 10 Segmentation and targeting
Introduction Psychographics Motives and benefits segmentation Sheth's and Frazier's attitude-behaviour segmentation A stage approach to segmentation Selecting target audiences Cross-cultural targeting Cultural tailoring Individual tailoring Concluding comments
252
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252 255 260 260 263 268 273 274 277 279
Questions Further reading
280 280
Chapter 11 The marketing mix
282
Introduction The social marketing mix Policy Product Place Price Promotion People Partnerships Concluding comments
282 283 285 286 297 306 311 314 315 317
Questions Further reading
318 319
CONTENTS • • • S 0 v
ix
Chapter 12 Using media in social marketing
320
Introduction The importance of media in social marketing Effectiveness of mass media in promoting health and socially desirable causes A practical model for media use in social marketing programmes Advertising Publicity Edutainment Civic (or public) journalism Word-of-mouth and viral marketing New media Choosing media and methods Roles of the media in social marketing campaigns Concluding comments
Chapter 13 Using sponsorship to achieve changes in people, places and policies
364
Introduction The growth of sponsorship Objectives of sponsorship How sponsorship works Evaluation of sponsorship Measures of effectiveness Health promotion foundations: the case of Healthway Engaging the sponsored organisation ' Evaluating health sponsorship: does it work? Using sponsorship to achieve individual change Using sponsorship to achieve structural change Concluding comments
364 364 367 368 369 370 375 378 379 380 388 392
Questions Further reading
393 393
Chapter 14 Planning and developing social marketing campaigns and programmes
Introduction Campaign versus programme Overall programme planning models Lawrence Green's PRECEDE-PROCEED model
394
394 394 397 399
x
CONTENTS I t l t i ii-
Concluding comments
405
Questions Further reading
406 406
Chapter 15 Case study: the Act-Belong-Commit campaign promoting positive mental health Introduction Background: mental illness and the need for mental health promotion Background: origins of the campaign Overall goals of the pilot campaign Campaign goals Overall strategy and planning The marketing mix Pilot campaign evaluation The statewide campaign 2008-10 Why has the campaign been successful? Concluding comments
