Nedra Weinreich

1999

Hands-On Social Marketing provides a guide to the social marketing process for professionals who wish to influence health or social behaviours using effective techniques of this field. Hands-On Social Marketing was written with practitioners primarily in mind. Each chapter takes into account the challenges faced by organisations with small budgets and little experience with developing and implementing this type of programme. Despite this orientation, the information in this book is equally applicable to those working at the state, national or international levels.

Table of Contents includes:

• 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 One: Planning
  • Chapter 5: Formative Research in Social Marketing
  • Chapter 6: Analysis
  • Chapter 7: Segmenting the Target Audience
  • Chapter 8: Strategy Development
• SECTION III: Step Two: Message and Materials Development
  • Chapter 9: Identifying Appropriate Channels
  • Chapter 10: Developing Effective Messages
  • Chapter 11: Producing Creative Executions
• SECTION IV: Step Three: Pretesting
  • Chapter 12: Pretesting Principles
  • Chapter 13: Conducting the Pretest
  • Chapter 14: Using the Pretesting Results
• SECTION V: Step Four: Implementation
  • Chapter 15: Developing an Implementation Plan
  • Chapter 16: Planning and Buying Media
  • Chapter 17: Generating Publicity
  • Chapter 18: Monitoring Implementation
• SECTION VI: Step Five: Evaluation and Feedback
  • Chapter 19: Evaluation Basics
  • Chapter 20: Evaluation Design
  • Chapter 21: Evaluation Methods
  • Chapter 22: Using Feedback to Improve Your Program

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