Hands-on social marketing : a step-by-step guide

목차 (Table of Contents)

• CONTENTS
• Preface = ⅸ
• Section Ⅰ WHAT IS SOCIAL MARKETING? = 1
• Chapter 1 Social Marketing Basics = 3
• Defining Social Marketing = 3
• Strengths and Limitations = 4
• Chapter 2 Not Just Business as Usual = 5
• Targeting Your Audience = 5
• Researching Your Audience = 6
• Following a Systematic Process = 7
• Developing a Social Marketing Mind-Set = 7
• Chapter 3 The Social Marketing Mix = 9
• Product = 9
• Price = 12
• Place = 14
• Promotion = 15
• Publics = 16
• Partnership = 17
• Policy = 18
• Purse Strings = 18
• Chapter 4 The Social Marketing Process = 21
• Stages in the Social Marketing Process = 21
• Ethical Considerations in the Social Marketing Process = 23
• Section Ⅱ STEP 1 : PLANNING = 25
• Chapter 5 Formative Research in Social Marketing = 27
• Primary and Secondary Research = 28
• Quantitative and Qualitative Research = 29
• Chapter 6 Analysis = 31
• Analyzing the Problem = 31
• Analyzing the Environment = 33
• Analyzing Your Resources = 37
• Chapter 7 Segmenting the Target Audience = 51
• Why Segment? = 51
• What Is a Segment? = 52
• Targeting the Segments = 53
• Researching the Segments = 57
• Chapter 8 Strategy Development = 67
• Setting Goals and Objectives = 67
• Preliminary Social Marketing Mix = 68
• Creating a Workplan = 71
• Section Ⅲ STEP 2 : MESSAGE AND MATERIALS DEVELOPMENT = 79
• Chapter 9 Identifying Appropriate Channels = 81
• Channel Criteria = 81
• Outlets = 82
• Formats = 86
• Messengers = 87
• Chapter 10 Developing Effective Messages = 91
• Theories of Behavior Change = 91
• Message Concepts = 97
• Chapter 11 Producing Creative Executions = 111
• Bringing Out Your Creativity = 111
• Language Issues = 113
• Creating Draft Materials = 115
• Section Ⅳ STEP 3 : PRETESTING = 123
• Chapter 12 Pretesting Principles = 125
• Why Pretest? = 125
• Pretesting Pitfalls = 126
• Pretesting Criteria = 128
• Chapter 13 Conducting the Pretest = 129
• Focus Groups = 129
• Other Pretesting Methods = 137
• Chapter 14 using the Pretesting Results = 151
• Interpreting Pretest Results = 151
• When Are You Done Pretesting? = 152
• Finalizing the Materials = 153
• Pilot Testing = 154
• Section Ⅴ STEP 4 : IMPLEMENTATION = 157
• Chapter 15 Developing an Implementation Plan = 159
• Distribution Plan = 159
• Public Relations Plan = 160
• Internal Readiness Plan = 161
• Chapter 16 Planning and Buying Media = 167
• Paid Versus Free Media = 167
• Broadcast Media Buys = 168
• Print Media Buys = 171
• Out-of-Home Media Buys = 173
• Chapter 17 Generating Publicity = 177
• Why Do You Want Media Attention? = 178
• What Is Your "News"? = 179
• What Type of Media Coverage Do You Want? = 180
• Who Will You Contact in the Media? = 182
• How Will You Contact the Media? = 182
• What Do You Have to Offer? = 183
• How Will You Respond When the Media Call You? = 185
• Chapter 18 Monitoring Implementation = 193
• Process Evaluation = 194
• Tracking Mechanisms = 195
• Section Ⅵ STEP 5 : EVALUATION AND FEEDBACK = 201
• Chapter 19 Evaluation Basics = 203
• Why Do Evaluation? = 203
• Types of Evaluation = 204
• Evaluation Challenges = 206
• Chapter 20 Evaluation Design = 209
• Data From Existing Records = 210
• Same Group Pretest-Posttest = 211
• Comparison to a Standard = 212
• Using Control Groups = 212
• Evaluation Indicators = 213
• Chapter 21 Evaluation Methods = 217
• Surveys = 217
• Observation = 218
• Qualitative Methods = 220
• Chapter 22 Using Feedback to Improve Your Program = 223
• Real-Time Feedback = 223
• Improvements for the Future = 224
• Appendix A Social Marketing Resource List = 233
• Appendix B Sample Knowledge, Attitudes, and Behaviors Survey = 241
• Appendix C Sample Focus Group Recruitment Questionnaire = 249
• Appendix D Sample Focus Group Topic Guide = 251
• Appendix E Readability Testing Formula = 255
• Index = 257
• About the Author = 262