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Hands-On Social Marketing
A Step-by-Step Guide to Designing Change for Good
Second Edition
- Nedra Kline Weinreich - Weinreich Communications, Israel
December 2010 | 328 pages | SAGE Publications, Inc
Continuing the success of the previous edition, Hands-On Social Marketing, Second Edition demystifies the process of developing and implementing a social marketing campaign. The author translates the concepts of marketing into a clear, step-by-step process that almost anyone can follow. It will be indispensable to both students and practitioners in the fields of public health, social services, and health care communications.
Completely revised and updated, the Second Edition includes:
- Material related to the rise of the internet and social media has been added to reflect major changes in the way social marketing is being done.
- A new case study has been added to reflect current trends.
- More on the emotional component to marketing.
- More in-depth information on communications theory has been added
- More on ethics has been added
- More on current channels (social networking sites, online gaming, entertainment education) has been added
Foreword
Preface
Acknowledgments
Section I. What Is Social Marketing?
Chapter 1 – Social Marketing Basics
Chapter 2 – Not Just Business as Usual
Chapter 3 – The Social Marketing Mix
Chapter 4 – The Social Marketing Process
Section II. Step 1: Analysis
Chapter 5 – Research in the Social Marketing Process
Chapter 6 – Analysis
Chapter 7 – Conducting Formative Research
Section III. Step 2: Strategy Development
Chapter 8 – Segmenting the Target Audience
Chapter 9 – Building the Social Marketing Strategy
Section IV. Step 3: Program and Communication Design
Chapter 10 – Influencing Behavior by Design
Chapter 11 – Developing Effective Messages
Chapter 12 – Identifying Appropriate Channels
Chapter 13 – Producing Creative Communications
Section V. Step 4: Pretesting
Chapter 14 – Pretesting Principles
Chapter 15 – Conducting the Pretest
Chapter 16 – Using the Pretesting Results
Section VI. Step 5: Implementation
Chapter 17 – Developing an Implementation Plan
Chapter 18 – Planning and Buying Traditional Media
Chapter 19 – Engaging in Social Media
Chapter 20 – Generating Publicity
Chapter 21 – Monitoring Implementation
Section VII. Step 6: Evaluation and Feedback
Chapter 22 – Evaluation Basics
Chapter 23 – Evaluation Design
Chapter 24 – Evaluation Methods
Chapter 25 – Using Feedback to Improve Your Program
Appendix A: Social Marketing Resource List
Appendix B: Sample Knowledge, Attitudes, and Behaviors Survey
Appendix C: Sample Focus Group Recruitment Questionnaire
Appendix D: Sample Focus Group Topic Guide
Appendix E: Readability Testing Formula
Index
About the Author
A useful and practical book which will be used as a supplementary text to inform the sessions that relate to communication in Health promotion and Mass media.
Health and Biosciences , University of East London
January 26, 2011
I adopted this book as it proved to be very practical and easy to read
Management and Marketing, Cork Institute of Technology
January 26, 2011
