Hands-On Social Marketing: A Step-By-Step Guide to Designing Change for Good
Key Guidance
London et al.: Sage, 2nd ed. (2011), xiv, 309 pp.
Contains index
Signature commbox: 10-PR-E 2011
"The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective." (Publisher description)
I. WHAT IS SOCIAL MARKETING?
1 Social Marketing Basics, 3
2 Not Just Business as Usual, 7
3 The Social Marketing Mix, 13
4 The Social Marketing Process, 23
II. STEP 1: ANALYSIS
5 Research in the Social Marketing Process, 29
6 Analysis, 33
7 Conducting Formative Research, 53
III. STEP 2: STRATEGY DEVELOPMENT
8 Segmenting the Target Audience, 69
9 Building the Social Marketing Strategy, 79
IV. STEP 3: PROGRAM AND COMMUNICATION DESIGN
10 Influencing Behavior by Design, 93
11 Developing Effective Messages, 105
12 Identifying Appropriate Channels, 125
13 Producing Creative Communications, 135
V. STEP 4: PRETESTING
14 Pretesting Principles, 161
15 Conducting the Pretest, 165
16 Using the Pretesting Results, 179
VI. STEP 5: IMPLEMENTATION
17 Developing an Implementation Plan, 187
18 Planning and Buying Traditional Media, 197
19 Engaging in Social Media, 209
20 Generating Publicity, 229
21 Monitoring Implementation, 247
VII. STEP 6: EVALUATION AND FEEDBACK
22 Evaluation Basics, 259
23 Evaluation Design, 265
24 Evaluation Methods, 271
25 Using Feedback to Improve Your Program, 277
1 Social Marketing Basics, 3
2 Not Just Business as Usual, 7
3 The Social Marketing Mix, 13
4 The Social Marketing Process, 23
II. STEP 1: ANALYSIS
5 Research in the Social Marketing Process, 29
6 Analysis, 33
7 Conducting Formative Research, 53
III. STEP 2: STRATEGY DEVELOPMENT
8 Segmenting the Target Audience, 69
9 Building the Social Marketing Strategy, 79
IV. STEP 3: PROGRAM AND COMMUNICATION DESIGN
10 Influencing Behavior by Design, 93
11 Developing Effective Messages, 105
12 Identifying Appropriate Channels, 125
13 Producing Creative Communications, 135
V. STEP 4: PRETESTING
14 Pretesting Principles, 161
15 Conducting the Pretest, 165
16 Using the Pretesting Results, 179
VI. STEP 5: IMPLEMENTATION
17 Developing an Implementation Plan, 187
18 Planning and Buying Traditional Media, 197
19 Engaging in Social Media, 209
20 Generating Publicity, 229
21 Monitoring Implementation, 247
VII. STEP 6: EVALUATION AND FEEDBACK
22 Evaluation Basics, 259
23 Evaluation Design, 265
24 Evaluation Methods, 271
25 Using Feedback to Improve Your Program, 277
