Internal strengths-internal weaknesses & benefit, Marketing Research

Consider the needs of your community and the world around you through the eyes of a social marketer. To this end, choose a social, environmental or health issue (e.g. recycling, smoking, domestic violence, speeding, healthy eating, Northern Territory Intervention, etc.) and a specific social marketing campaign as it exists. Employ the 16 principles of success to analyse your selected social marketing campaign.

Part 1:

1.1 Summarise the key background information leading to the development of this issue.

(e.g. Increased rates in teen pregnancies, decreased whale populations).

1.    Justify the choice of this problem. What is the cost to the community of this problem continuing? What has been tried so far? What impact has that had? Why do we need a fresh approach?

1.2 What is the campaign purpose and intended impact or benefit? (e.g. reduced teen pregnancies, protection of whales).

1.    How will we evaluate the campaign? What are its measurable outcomes?

1.3 What is the campaign focus? (e.g. teen abstinence, changed laws prohibiting whaling).

1.    Who is trying to address the issue? (e.g. government: federal, state, local; non-profit organisations, including charities; commercial organisations)

1.4 Conduct a situation analysis

1.    Internal Strengths, Internal Weaknesses, External Opportunities, External Threats

Part 2:

2.1 Who is the target group?

2.2 Define the Objectives

1.    What behaviours, knowledge and beliefs are you trying to change?

2.    What goal is the campaign targeting?

3.    What are the barriers your audience may have to adopting the desired behaviour?

2.3 What are the key benefits your target audience will be motivated by?

1.    Remember to separate benefits for the target person from benefits to the community (unless strategy is to tap into community guilt e.g., stop smoking for your children's sake.)

2.4 What are the competing alternative behaviours?

1.    What benefits do your audiences associate with these behaviours?

2.    What costs do your audiences associate with these behaviours?

PART 3:

3.1 Write a positioning statement

1.    We want [TARGET AUDIENCE]

2.    to see [DESIRED BEHAVIOUR]

3.    as [DESCRIPTION PHRASE]

4.    and as more important and beneficial than [COMPETITION].

3.2 Product design and platform

1.    What is the core, actual and augmented products being offered?

3.3 Price

1.    Describe the monetary and nonmonetary incentives and disincentives for your target audience.

3.4 Place

1.    Where and when will the target audience perform the desired behavior?

2.    Are there any groups or individuals in the distribution channel able to encourage and support your efforts?

3.5 Promotion

1.    Describe the key messages communicated to the target audiences.

2.    Who delivers and/or sponsors the message?

3.    Summarise the creative strategies: logos, taglines, copy/script, visuals, colours, sounds

4.    What communication channels are used?

Posted Date: 2/19/2013 2:42:10 AM | Location : United States







Related Discussions:- Internal strengths-internal weaknesses & benefit, Assignment Help, Ask Question on Internal strengths-internal weaknesses & benefit, Get Answer, Expert's Help, Internal strengths-internal weaknesses & benefit Discussions

Write discussion on Internal strengths-internal weaknesses & benefit
Your posts are moderated
Related Questions
Q. Explain about Specific personality traits? Specific personality traits Innovativeness Dogmatism Social character Materialism Compulsiveness 1. Inn

Recoverable Expenses: An insurance company will pay expenses incurred by the insured for recovering loss for preventing it to the cargo. This is, however, subject to two condition

OBJECTIVES OF EXCHANGE CONTROL : Most of the developing countries including India, found it necessary to continue exchange control introduced during the Second World War on a syst

Problem: A major differentiating factor for companies is the quality of Customer Service. (i) Give the reasons which justify the inclusion of Customer Service as an e

Q. Explain the cognitive involvement profile? The perceived significance of the potential negative consequence of a bad purchase. The likelihood of making a bad purchase

Extraneous Perils : These are the incidental perils to which the cargo is exposed. These are caused mainly on account of the faults in loading, keeping, carrying and unloading of

Question 1: The product manager when introducing a new product wants the product to enjoy a long and happy life. (a) How will the ‘life' of a product be conceptually analyse

Q. How can you explain the concept of culture and subculture? For the principle of studying consumer behaviour culture can be defined as the sum total of learned beliefs values

I want to get job as assignment solver, how to apply, Please let me know?

Risk as an Importer : The position is entirely opposite of what it is for the exporter. If the importer is billed in rupees, he does not stand to loss at all whether the foreign