FOURTH EDITION. Influencing Behaviors for Good. Nancy R. Lee Social Marketing Services, Inc. Philip Kotler Northwestern University USAGE

Transcription

1 FOURTH EDITION SOCIAL MARKETING Influencing Behaviors for Good Nancy R. Lee Social Marketing Services, Inc. Philip Kotler Northwestern University USAGE Los Angeles London New Delhi Singapore Washington DC

2 CONTENTS Foreword Alan R. Andreasen xi PART I: Understanding Social Marketing 1 Chapter 1. Defining Social Marketing 2 MARKETING HIGHLIGHT. SUSTAINABLE MALARIA PREVENTION: NETMARK'S SUCCESS STORY IN AFRICA ( ) 3 What Is Social Marketing? 7 Where Did the Concept Originate? 12 How Does Social Marketing Differ From Commercial Marketing? 14 How Does Social Marketing Differ From Nonprofit Marketing, Public Sector Marketing, and Cause Promotions? 16 What Is Social Marketing's Unique Value Proposition? 16 Who Does Social Marketing? 17 What Social Issues Can Benefit From Social Marketing? 20 What Are Other Ways to Impact Social Issues? 23 What Is the Social Marketer's Role in Influencing Upstream Factors and Midstream Audiences? 25 Chapter Summary 26 MARKETING DIALOGUE. WHEN IS SOCIAL MARKETING "SOCIAL MARKETING"? WHEN IS IT SOMETHING ELSE? 26 Chapter 2.10 Steps in the Strategic Marketing Planning Process 32 MARKETING HIGHLIGHT. SCOOPING THE POOP IN AUSTIN, TEXAS ( ) 33 Marketing Planning: Process-and Influences Steps to Developing a Social Marketing Plan 39 Why Is a Systematic, Sequential Planning Process Important? 50 Where Does Marketing Research Fit in the Planning Process? 51 Chapter Summary 52 MARKETING DIALOGUE. SOCIAL MARKETING CONTRIBUTES TO SOCIAL GOOD ("GOOD" DEFINED BY WHOM?) 52 Chapter 3.16 Tips for Success 55 MARKETING HIGHLIGHT. REDUCING "DRINK DRIVING" IN AUSTRALIA ( ) Tips for Success 58 Chapter Summary 75 MARKETING DIALOGUE. THE SEATBELT MAN 76

3 PART II: Analyzing the Social Marketing Environment 80 Chapter 4. Determining Research Needs and Options 81 MARKETING HIGHLIGHT. INCREASING FAMILY PLANNING IN PAKISTAN (2007) 82 Major Research Terminology 85 Steps in Developing a Research Plan 96 Research "That Won't Break the Bank" 99 Chapter Summary 100 RESEARCH HIGHLIGHT. THE "YES" INITIATIVE FOR YOUTH EMPLOYMENT IN MALDIVES (2007) 101 Chapter 5. Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis 106 MARKETING HIGHLIGHT. REDUCING DIARRHEAL DISEASE IN INDIA: THE ORS-ZINC SOLUTION ( ) 107 Step 1: Describe the Background, Purpose, and Focus of Your Plan, and Step 2: Conduct a Situation Analysis 111 Ethical Considerations When Choosing a Focus for Your Plan 121 Chapter Summary 122 RESEARCH HIGHLIGHT. FOCUS GROUPS TO INFORM NUESTRO BARRIO: AN EDUTAINMENT SOAP OPERA (2006) 123 PART III: Selecting Target Audiences, Objectives, and Goals 127 Chapter 6. Segmenting, Evaluating, and Selecting Target Audiences 128 MARKETING HIGHLIGHT. REDUCING TOBACCO USE IN THE UNITED STATES: LEGACY'S SMALL INNOVATIVE GRANTS PROGRAM RECOGNIZES "ONE SIZE NEVER FITS ALL" (2010) 129 Step 3: Select Target Audiences 134 Steps Involved in Selecting Target Audiences 135 Variables Used to SegmentTvlarkets 136 Criteria for Evaluating Segments 149 How Target Audiences Are Selected 150 What Approach Should Be Chosen? 151 Ethical Considerations When Selecting Target Audiences 152 Chapter Summary 152 RESEARCH HIGHLIGHT. "YOU KNOW DIFFERENT": BARRIERS AND BENEFITS RESEARCH INFORMING A YOUTH HIV TESTING CAMPAIGN (2005) 153 Chapter 7. Setting Behavior Objectives and Goals 160 MARKETING HIGHLIGHT. SEAFOOD WATCH: INFLUENCING SUSTAINABLE SEAFOOD CHOICES (2010) 161 Step 4: Set Objectives and Target Goals 164 Behavior Objectives 166

4 Knowledge and Belief Objectives 168 Target Goals 172 Objectives and Target Goals Are Only a Draft at This Step 179 Objectives and Target Goals Will Be Used for Campaign Evaluation 179 Ethical Considerations When Setting Objectives and Target Goals 180 Chapter Summary 180 RESEARCH HIGHLIGHT: REDUCING TRACTOR ROLLOVER INJURIES AND DEATHS: A SOCIAL MARKETING APPROACH THAT MAKES IT LOOK EASY (2006) 181 Chapter 8. Identifying Barriers, Benefits, the Competition, and Influential Others 185 MARKETING HIGHLIGHT. BE ACTIVE: AN AWARD-WINNING PROGRAM IN BIRMINGHAM, ENGLAND ( ) 186 Step 5: Identify Target Audience Barriers, Benefits, the Competition, and Influential Others 188 What More Do You Need to Know About the Target Audience? 189 How Do You Learn More From and About the Target? 194 How Will This Help Develop Your Strategy? 201 Potential Revision of Target Audiences, Objectives, and Goals 204 Ethical Considerations When Researching Your Target Audience 204 Chapter Summary 205 RESEARCH HIGHLIGHT. REDUCING DRINKING AND DRIVING IN MONTANA: EVALUATING A SOCIAL NORMS APPROACH (2003) 205 PART IV: Developing Social Marketing Strategies 212 Chapter 9. Crafting a Desired Positioning 213 MARKETING HIGHLIGHT. GET SOME: "GET YOURS. GRAB A HANDFUL AND Go!" NEW YORK CITY'S BOLD CAMPAIGN TO INCREASE CONDOM USE( ) Positioning Defined 217 Step 6: Develop a Positioning Statement 220 Behavior-Focused Positioning 221 Barriers-Focused Positioning 222 Benefits-Focused Positioning 224 Competition-Focused Positioning 226 Repositioning 228 How Positioning Relates to Branding 230 Ethical Considerations When Developing a Positioning Statement 230 Chapter Summary 231 RESEARCH HIGHLIGHT. STOPPING AQUATIC HITCHHIKERS: A BRANDING STRATEGY (2010) 232

5 Chapter 10. Product: Creating a Product Platform 239 MARKETING HIGHLIGHT. REDUCING TUBERCULOSIS IN PERU WITH A PRODUCT STRATEGY KEY TO SUCCESS (1990S) 240 Product: The First "P" 243 Step 7: Develop the Social Marketing Product Platform 244 Branding 254 Ethical Considerations Related to Creating a Product Platform 256 Chapter Summary 257 RESEARCH HIGHLIGHT. ETHNOGRAPHIC RESEARCH TO STUDY THE USE OF WATER TREATMENT DEVICES IN ANDHRA PRADESH, INDIA: PATH'S SAFE WATER PROJECT ( ) 257 Chapter 11. Price: Determining Monetary and Nonmonetary Incentives and Disincentives 263 MARKETING HIGHLIGHT. INCREASING WATER AVAILABILITY IN JORDAN USING FINANCIAL INCENTIVES (2010) 264 Price: The Second "P" 268 Step 7: Determine Monetary and Nonmonetary Incentives and Disincentives 270 Setting Prices for Tangible Objects and Services 278 Ethical Considerations Related to Pricing Strategies 279 Chapter Summary 280 RESEARCH HIGHLIGHT. FORMATIVE RESEARCH: DECREASING USE OF PLASTIC BAGS AND INCREASING USE OF REUSABLE BAGS IN IRELAND ( ) 281 Chapter 12. Place: Making Access Convenient and Pleasant 285 MARKETING HIGHLIGHT. RECYCLING MADE EASY IN CAPE TOWN, SOUTH AFRICA (2008) 286 Place: The Third "P" 291 Step 7: Develop the Place Strategy 292 Managing Distribution Channels 302 Ethical Considerations When Selecting Distribution Channels 305 Chapter Summary 305 RESEARCH HIGHLIGHT. BICYCLING IN THE NETHERLANDS: WHAT WENT RIGHT? (2010) 306 Chapter 13. Promotion: Deciding on Messages, Messengers, and Creative Strategies 311 MARKETING HIGHLIGHT. ROCK THE BULB: PUGET SOUND ENERGY'S CAMPAIGN FOR INCREASED ENERGY EFFICIENCY (2010) 312 Promotion: The Fourth "P" 319 A Word About the Creative Brief 320 Message Strategy 322

6 Messenger Strategy 326 Creative Strategy 329 Pretesting 342 Ethical Considerations When Deciding on Messages, Messengers, and Creative Strategies 344 Chapter Summary 344 RESEARCH HIGHLIGHT. "NO JUNK MAIL" IN BAYSIDE CITY, AUSTRALIA: PERSONAL INTERVIEWS AND OBSERVATION RESEARCH (2009) 345 Chapter 14. Promotion: Selecting Communication Channels 351 MARKETING HIGHLIGHT. USING TEXT MESSAGING TO IMPROVE HEALTH: A SUCCESSFUL PILOT FOR REDUCING OBESITY ( ) 352 Promotion: Selecting Communication Channels 356 Traditional Media Channels 359 Nontraditional and New Media Channels 365 Factors Guiding Communication Channel Decisions 374 Ethical Considerations When Selecting Communication Channels 378 Chapter Summary 380 RESEARCH HIGHLIGHT. FINANCIAL LITERACY ROAD SHOWS IN GHANA: A QUALITATIVE IMPACT ASSESSMENT TO INFORM FUTURE EFFORTS ( ) 381 PART V: Managing Social Marketing Programs 387 Chapter 15. Developing a Plan for Monitoring and Evaluation 388 MARKETING HIGHLIGHT. EVALUATING A COMMITMENT CONTRACT FOR SMOKING CESSATION IN THE PHILIPPINES (2006) 389 Step 8: Develop a Plan for Monitoring and Evaluation 392 Why Are You Conducting This Measurement? 393 What Will You Measure? 395 How Will You Measure? _ 403 When Will You Measure? 404 How Much Will It Cost? 405 Ethical Considerations in Evaluation Planning 405 Chapter Summary 406 RESEARCH HIGHLIGHT. INCREASING BREAST CANCER SCREENING RATES IN TOKYO, JAPAN: DEMONSTRATING THE BENEFITS OF MONITORING EFFORTS TO REACH GOALS ( ) 406 Chapter 16. Establishing Budgets and Finding Funding 411 MARKETING HIGHLIGHT. THE HEART TRUTH: MOBILIZING PARTNERS TO HELP SPREAD THE WORD ( ) 412 Step 9: Establish Budgets and Find Funding Sources 417 Determining Budgets 417

7 Justifying the Budget 419 Finding Sources for Additional Funding 421 Appealing to Funders 427 Revising Your Plan 428 Ethical Considerations When Establishing Funding 429 Chapter Summary 430 Chapter 17. Creating an Implementation Plan and Sustaining Behavior 432 MARKETING HIGHLIGHT. "LET'S MOVE!" FIRST LADY MICHELLE OBAMA'S INITIATIVE TO REDUCE CHILDHOOD OBESITY (2010) 433 Step 10: Complete an Implementation Plan 437 Phasing 442 Sustainability 446 Sharing and Selling Your Plan 449 Ethical Considerations When Implementing Plans 450 Chapter Summary, 453 RESEARCH HIGHLIGHT. TURN IT OFF: AN ANTI-IDLING CAMPAIGN (2007) 454 Epilogue 458 Appendix A: Social Marketing Planning Worksheets 459 Appendix B: Social Marketing Resources 472 Name Index 483 Subject Index 490 About the Authors 501