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Cover; Title; Copyright; CONTENTS; DETAILED CONTENTS; About the Author; Foreword; Preface; 1 Citizen Behavior Change for Good: Three Options; Options for Citizen Behavior Change; Education: When Is This Approach Most Effectively Used?; Social Marketing: When Is This Approach Most Effectively Used?; Law: When Is This Approach Most Effectively Used?; How Does Social Marketing Differ From Social Media and Social Change?; Social Media; Social Change; How Does Social Marketing Differ From Other Behavior Change Theories and Frameworks?; Behavioral Economics; Nudge.
Social and Behavioral Sciences TeamHow Does Social Marketing Differ From Other Types of Marketing?; Commercial Marketing; Nonprofit Marketing; Public Sector Marketing; Current Awareness, Attitudes, and Engagement in Social Marketing Among Elected Officials; 2 More on the Social Marketing Option: 10-Step Planning Model and 15 Principles for Success; Step 1: Articulate the Social Issue, Purpose, and Focus for the Plan; Step 2: Conduct a Situation Analysis; Step 3: Identify the Target Audience; Step 4: Select a Desired Behavior and Target Goals.
Step 5: Understand Audience Barriers, Benefits, Motivators, the Competition, and Influential OthersBarriers; Benefits; Motivators; Competition; Influential Others; Step 6: Craft a Positioning Statement; Step 7: Develop the Marketing Mix Strategy (4Ps); Product: The First P; Price: The Second P; Place: The Third P; Promotion: The Fourth P; Step 8: Determine an Evaluation Plan; Step 9: Set a Budget; Step 10: Outline an Implementation Plan; A Word About Marketing Research; 3 Social Marketing to Improve Public Health: 10 Success Stories; Case Story #1: Reducing Heroin-Related Overdose Deaths.
The ProblemThe Social Marketing Solution: Help Not Handcuffs: Incentives vs. Disincentives; The Results; Case Story #2: Improving School Cafeteria Nutrition; The Problem; The Social Marketing Solution (Making the Desired Behavior More Appealing Than the Competition) and the Results; Case Story #3: Reducing HIV/AIDS; The Problem; The Social Marketing Solution: Making the Product Accessible and Low-Cost; The Results; Case Story #4: Improving Maternal and Child Health; The Problem; The Social Marketing Solution: A Timely New Product at a Reasonable Price; The Results.
Case Story #5: Decreasing DiabetesThe Problem; The Social Marketing Solution: The Right Place; The Results; Case Story #6: Increasing Youth Physical Activity; The Problem; The Social Marketing Solution: An Appealing Positioning and Meaningful Incentives; The Results; Case Story #7: Decreasing Heart-Related Disease; The Problem; The Social Marketing Solution: Promoting the Core Benefit of the Behavior; The Results; Case Story #8: Decreasing Teen Pregnancies; The Problem; The Social Marketing Solution: Product Improvement; The Results; Case Story #9: Increasing Teen HPV Vaccination Coverage.
Social and Behavioral Sciences TeamHow Does Social Marketing Differ From Other Types of Marketing?; Commercial Marketing; Nonprofit Marketing; Public Sector Marketing; Current Awareness, Attitudes, and Engagement in Social Marketing Among Elected Officials; 2 More on the Social Marketing Option: 10-Step Planning Model and 15 Principles for Success; Step 1: Articulate the Social Issue, Purpose, and Focus for the Plan; Step 2: Conduct a Situation Analysis; Step 3: Identify the Target Audience; Step 4: Select a Desired Behavior and Target Goals.
Step 5: Understand Audience Barriers, Benefits, Motivators, the Competition, and Influential OthersBarriers; Benefits; Motivators; Competition; Influential Others; Step 6: Craft a Positioning Statement; Step 7: Develop the Marketing Mix Strategy (4Ps); Product: The First P; Price: The Second P; Place: The Third P; Promotion: The Fourth P; Step 8: Determine an Evaluation Plan; Step 9: Set a Budget; Step 10: Outline an Implementation Plan; A Word About Marketing Research; 3 Social Marketing to Improve Public Health: 10 Success Stories; Case Story #1: Reducing Heroin-Related Overdose Deaths.
The ProblemThe Social Marketing Solution: Help Not Handcuffs: Incentives vs. Disincentives; The Results; Case Story #2: Improving School Cafeteria Nutrition; The Problem; The Social Marketing Solution (Making the Desired Behavior More Appealing Than the Competition) and the Results; Case Story #3: Reducing HIV/AIDS; The Problem; The Social Marketing Solution: Making the Product Accessible and Low-Cost; The Results; Case Story #4: Improving Maternal and Child Health; The Problem; The Social Marketing Solution: A Timely New Product at a Reasonable Price; The Results.
Case Story #5: Decreasing DiabetesThe Problem; The Social Marketing Solution: The Right Place; The Results; Case Story #6: Increasing Youth Physical Activity; The Problem; The Social Marketing Solution: An Appealing Positioning and Meaningful Incentives; The Results; Case Story #7: Decreasing Heart-Related Disease; The Problem; The Social Marketing Solution: Promoting the Core Benefit of the Behavior; The Results; Case Story #8: Decreasing Teen Pregnancies; The Problem; The Social Marketing Solution: Product Improvement; The Results; Case Story #9: Increasing Teen HPV Vaccination Coverage.