Journalism 201 1st Edition Lecture 22 Outline of Last Lecture II Prizm and Vals III Prizm IV VALS V What do PRIZM and VALS tell us VI Aperture in Advertising Outline of Current Lecture I Social Marketing Marketing for Public Interest Guest Speaker Current Lecture II Social Marketing Marketing for Public Interest a Marketing i The use of technological tools to influence the target audience 1 Tools media outreach database 2 Influence knowledge awareness attitudes beliefs 3 Audience people with purchasing power people who influence those with purchasing power 4 Audience Segmentation b Process of structured and analysis planning i The 4 P s c Social Marketing i Tools media outreach interpersonal influence community events ii Influence persuade with the goal of behavior iii Audience primary and secondary audience 1 Individuals 2 Policy makers 3 Stakeholders iv It s a mind set v Systematic process 1 structured strategic planning vi Rooted in audience analysis 1 Needs 2 Ways to meet those needs 3 Marketing Mix d Problem Description These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute e f g h i j k i Behavioral Objective 1 Description of the goal a Specific behavior change i Clear ii Measurable iii Actionable Audience Orientation i Understanding the audience ii Those affected by the problem 1 Policy makers 2 Lobbyist 3 Voters Formative Research i Information gathering at the development stage 1 Target audience 2 Factors influencing behavior Audience Segmentation i Dividing audience into relevant subgroup 1 Primary Audience a Whose Behavior is targeted 2 Secondary Audience a Who influences the behavior of the primary audience 3 Tailoring a Effectiveness Strategy Development i Influencing behavior 1 Adopting a new behavior 2 Refraining a behavior 3 Stopping a behavior ii The ideal behavior may not be a reasonable to the people iii Competition behaviors that the target audience is accustomed and may prefer iv Exchange for every choice we make there is an exchange 1 Tangible Intangible Pulling it all together Intervention Design i Marketing Mix 1 Product 2 Price 3 Place 4 Promotion Evaluation i Was the program successful 1 Based on goals and objectives Social Marketing i Specified target audience and formative speech ii Behavior change goal
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