Questions and Answers of Social Marketing Behavior Change

H ow would you go about implementing the Act–Belong–Commit campaign in your university?
W hat sort of partners would be most suitable for an Act–Belong–Commit campaign in your region?
What do you think the Curtin group should do ● if they were approached by the following to hold a co-branded event – and why?● a day long family music festival held in a vineyard in a rural
W hat are some of the predisposing, enabling and reinforcing factors underlying:(a) marijuana use; (b) sexual-orientation discrimination; (c) mental illness stigmatisation;(d) dating violence against
W hat does it mean to say that these planning models are ‘recursive’ and ‘iterative’?
H ow would you use the PRECEDE–PROCEED model to plan an alcohol moderation campaign on your campus?
H ow many alcohol sponsors are there of sporting teams and events in your locality?How would you argue for their removal?
H ow would you determine what organisation or event you would sponsor if you wanted to (a) reduce violence against women or (b) reduce alcohol consumption?
H ow has social networking changed over the last two years?
W hat are the advantages and disadvantages of TV network advertising, viral advertising and mobile phone advertising to reach and impact: (a) young people; (b) retired people; (c) rural dwellers?
W hat methods and channels would you use to change street youths’ beliefs about, and attitudes towards, marijuana?
What methods and channels would you use to change college s tudents’ beliefs about, and attitudes towards, using marijuana?
H ow would you determine whether or not to go ahead with a partnership with a commercial organisation?
H ow do policy and partnerships enhance the effi cacy of the marketing mix?
W hat do we mean by an integrated marketing mix?
P ick a well-known packaged good brand in your country. Describe what you think is that brand’s marketing mix. Are different elements of the mix targeting different market segments?
H ow would you locate, communicate with and motivate (a) older smokers to quit, (b)teens who haven’t started smoking?
C an the stages-of-change segmentation apply to global warming issues?
W hat are some obvious segmentations?
W hat are the basic reasons for segmentation?
S hould schools accept deals with commercial marketers? What major marketers have a presence on your campus?
● S hould alcohol sponsorship of major sports be banned? What are the arguments for and against?
W hat do alcohol advertisers promise young people in exchange for consuming their products?
List the major competition to programmes attempting to decrease overweight and obesity.
S hould university researchers accept money from pharmaceutical companies to test the effectiveness of drugs? What are the arguments for and against?
W hat are some ethical issues involved in doing research with children who might have been physically or sexually abused?
Given that smoking rates are higher among lower socio-economic and lesser educated groups, what are the ethical issues involved in (a) charging higher medical insurance e t 2 008, 2 009 G iven rates
I f you wanted to assess the differential impact of two different ads promoting alcohol moderation among college students, how would you go about it? If you exposed one ad to one group and the other
H ow could you use garbage analyses to assess interventions at entertainment events?
D iscuss the differences between process and impact evaluation.
H ow might a campaign to decrease physical inactivity differ from one to increase physical activity?
H ow would you use the protection motivation model to develop a programme to increase immunisation rates in developing countries?
H ow would you use the health belief model to develop a programme targeting adolescent smokers to quit?
H ow is the gun control debate ‘framed’ in your country?
L ook through your local newspaper at both the ads and the news. How many examples can you fi nd of how (a) product attributes are framed in a way favourable to the product;(b) issues are framed in a
H ow could you use Cialdini’s principles to (a) increase smokers’ likelihood of successfully quitting; (b) increase use of sunscreen at the beach; (c) increase hand washing by children?
W hat do you think are the major reasons why many people express concern about environmental issues, but don’t personally do much to conserve energy or water?
A company plans to build a chemical processing plant in a run-down area of a major city. The residents ask you to help them block the plan. What would you recommend they do?
W hat are the major social and physical environmental factors that inhibit people being more physically active? How might we reduce those barriers?
W hat are the major economic trends at the moment? How will they infl uence the social determinants of health?
W hat are the major technological trends at the moment? How will they infl uence how we communicate with different target audiences?
I f you were going to develop a programme targeting young people to moderate their alcohol consumption, what would be among the fi rst things you would do?
C hoose a cereal manufacturer. Match the range of products they make to the market segments they are targeting.
Which of the characteristics of a marketing approach do you think is most important?Why?
H ow does social marketing differ from cause marketing?
What are the major differences between commercial marketing and social marketing?
If you were planning a social marketing campaign but had a more limited budget than the TAC, which elements would you decrease reliance on?
Which components of the campaign do you believe were the most successful in altering community attitudes and behaviors?
Which elements of the TAC’s “bloody idiot” campaign do you think would be transferable to other efforts to change undesirable health behaviors?
What impact do cultural factors have on the success of a campaign? Because most countries today are multicultural societies like Singapore, what are some of the problems faced by communicators in
What is the importance of using new media technologies in health communi cation? Taking examples from Singapore and two other countries, evaluate the strategies used in health communication. Do you
What strategies and tactics has the Singapore government used in preventing the spread of dengue fever across the country? Suggest two other techniques that would enable the citizens, particularly
According to the BBC WST evaluation research, audiences developed para social relationships with the program characters (e.g., Jasoos Vijay). Suggest ways of integrating this concept into impact
How can BBC WST extend the impact of the three TV campaigns? What other strategies would make the impact sustainable?
List the advantages and disadvantages of the EC pill being an over-the-counter drug.
Because emergency contraception was a new technology with very few users, how would you identify the significant behavioral determinants differentiating“behaver” from “non-behaver” to
In the Terumo case, how were corporate advertising and corporate social ini tiatives integrated? What do you think of this integration? Was it successful?
Based on this chapter, how did the government, industry, and media in Japan collaborate in their pursuit of improved public health? What do you think of this collaboration?
What information is needed to raise the awareness of a lifestyle disease in your country?
Why did celebrity endorsement appear more effective than some conventional promotional executions (such as the campaign slogan in this campaign)? Do you have similar experience from your media
How did the multisector partnership among the government, nonprofit organ izations, private companies, the media, and citizens affect the 4Ps in the mar keting mix strategies in this anti–hepatitis
Based on the anti–hepatitis B campaign reviewed in this chapter, what similar ities and differences have you noticed between the practice of social marketing for public health in China and that in
What are the benefits and drawbacks (if any) to having a physical “product”?Public health social marketing programs, by their nature, often include some sort of physical product. Having a
Is program self-sufficiency something to strive for? Funding for social market ing efforts, as with most if not all public social programs, continues a historic decline. For programs where revenues
Social marketing programs sometimes overlook the use of data or evidence in decision making. Give three reasons why this may happen and three disadvan tages when it does.
Social marketing programs often sell products at highly subsidized rates tar geting the poor in developing countries. Some say health products for the poor should be given away for free. Discuss the
Social marketing programmers sometimes design national programs that uti lize the public, private, and NGO sectors, simultaneously designing compo nents of programs differently for each sector—also
PSI Madagascar’s program research found that while sales of Sûr’Eau contin ued to make impressive gains each year, the behavioral determinants of use(self-efficacy and societal norms) did not
NetMark decided it had to go far beyond the 4Ps in order to succeed in Nigeria.Under what conditions should a social marketing program go beyond the 4Ps?What are the risks, rewards, and other factors
What are the pros and cons of balancing sustainability (e.g., systematically building a viable market for ITNs) and achieving quick public health impact(e.g., distributing millions of free ITNs)?
What are some of the inherent tensions in creating and maintaining public private partnerships for the marketing of a health product? How can you find a win–win situation as the basis for a
Underage and young consumers are a group at risk when it comes to alcohol consumption. Systembolaget has developed bootlegging campaigns to put a stop to consumption in this group. Please suggest
Apart from governmental regulations, how are alcohol-related problems handled in your own country? Please give also suggestions for preventive actions.
Describe the alcohol policy defined by the government in your own country, and explain if and how regulation is carried out by your government.
What are the advantages and disadvantages of keeping the Swedish alcohol re tail monopoly from the perspective of the consumer and from the perspective of the Swedish state?
How important is partner involvement for the development of an experiment like Choose Health?
What kind of packaging would you develop for non-brand-name healthy foods? In your opinion, what is the value of a project such as Choose Health?
What kind of health communication activities are suitable for a setting such as vending machines? How would you use the refreshment area around the vend ing machines to develop health communication
How important is stakeholder engagement in the development of a project such as the one described in this chapter? What objectives might the different stakeholders have, and how might they conflict?
What interventions would you develop for the too busy and engaged and passionate head teachers?
What kind of health communication activities are suitable in a school setting for children aged 7 to 11?
What other marketing strategies could Peru have used to accomplish even greater outcomes?
What elements of this model do you think are most important for other coun tries to adopt?
The author believes that the other 3Ps (product, price, and place) were impor tant elements of success in this case. Do you agree? Why?
How many of the cultural norms discussed in this chapter are traditions in your own family or social circle? How have these beliefs affected the life choices of people you know?
Which components of Programs H and M make the campaigns adaptable for use in other countries and cultures?
What are below-the-line communication techniques? Try to think of some specific ways BTL might be effective in social marketing campaigns aimed at Mexican youth.
How are machismo and homophobia fueling Mexico’s HIV/AIDS epidemic? Is this true in other countries as well?
How was the SIM message strategy used to highlight that physical activity is becoming the norm?
Can you give some examples of calls to action aimed at various stakeholders and decision makers to address product, price, place, and promotion issues re lated to physical activity?
How is SIM’s approach consistent with a comprehensive social marketing framework?
How would you go about calculating a rate of return on the Quit Line? What other data would you need?
For the Quit Line, several barriers were noted. What specific features of the product (Quit Line) addressed these barriers?
What other factors and efforts do you think (or imagine) have also contributed to reduction in youth tobacco use in the United States?
What component of the marketing process or element of the marketing mix do you think contributed most to the truth® Campaign’s success?
What has given rise to the widespread confusion between social marketing and social media? What do you think should and can be done to clean up the“muddy water” and protect the identity of social
In your view, what are the three most noteworthy global trends in social marketing for public health? What other trend(s) have you noticed besides the 10 highlighted in this chapter?
Why is social marketing regarded as a “natural fit” for public health? In your opinion and/or based on your experience, what are the most valuable contri butions that social marketing has made to
What are the major contributions that social marketing—as a theory, a prac tice, and/or a movement—has made to society in general and to marketing in particular? What are some of the most
Identify the sponsors of different concerts or entertainment activities you have attended and make a conclusion as to why this type of sponsorship may be successful.

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