Book contents
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
14 - Planning and developing social marketing campaigns and programmes
Published online by Cambridge University Press: 05 June 2012
Book contents
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
Summary
This chapter presents a number of models that assist in developing and implementing social marketing interventions. Although we have used the terms ‘campaign’ and ‘programme’ interchangeably in much of this book, or have simply referred to ‘interventions’, we first note the differences between planning for what might be called a ‘campaign’ and what might be called a ‘programme’. We then re-present our communication campaign planning model from Chapter 5 and extend it to campaign components before presenting more comprehensive models applicable to developing larger scale programmes.
- Type
- Chapter
- Information
- Principles and Practice of Social MarketingAn International Perspective, pp. 394 - 406Publisher: Cambridge University PressPrint publication year: 2010
References
www.cdc.gov/pcd/issues/2004/jul/04_0033a.htm
2005 Health Promotion Planning: An Educational and Ecological ApproachNew YorkMcGraw-HillGoogle Scholar
2004 Physical Activity Promotion: Experience and Evaluation of the Agita São Paulo Programme using the Ecological Móbile ModelJournal of Physical Activity and Health81CrossRefGoogle Scholar