Journalism 201 1st Edition Lecture 22Outline of Last Lecture II. Prizm and ValsIII. PrizmIV. VALSV. 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 LectureII. Social Marketing – Marketing for Public Interesta. Marketingi. The use of technological tools to influence the target audience1. Tools: media, outreach, database2. Influence: knowledge, awareness, attitudes, beliefs3. Audience: people with purchasing power people who influence those with purchasing power4. Audience Segmentationb. Process of structured and analysis planningi. The 4 P’sc. Social Marketingi. Tools: media, outreach, interpersonal influence, community eventsii. Influence: persuade with the goal of behavioriii. Audience: primary and secondary audience1. Individuals2. Policy makers3. Stakeholdersiv. It’s a mind setv. Systematic process1. structured, strategic planningvi. Rooted in audience analysis1. Needs2. Ways to meet those needs3. Marketing Mixd. Problem DescriptionThese 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.i. Behavioral Objective1. Description of the goala. Specific behavior changei. Clearii. Measurableiii. Actionablee. Audience Orientationi. Understanding the audienceii. Those affected by the problem1. Policy makers2. Lobbyist3. Votersf. Formative Researchi. Information gathering at the development stage1. Target audience2. Factors influencing behaviorg. Audience Segmentationi. Dividing audience into relevant subgroup1. Primary Audiencea. Whose Behavior is targeted?2. Secondary Audiencea. Who influences the behavior of the primary audience?3. Tailoringa. > Effectivenessh. Strategy Developmenti. Influencing behavior1. Adopting a new behavior2. Refraining a behavior3. Stopping a behaviorii. The ideal behavior may not be a reasonable to the peopleiii. Competition: behaviors that the target audience is accustomed – and maypreferiv. Exchange: for every choice we make, there is an exchange1. Tangible/ Intangiblei. Pulling it all together: Intervention Design i. Marketing Mix:1. Product2. Price3. Place4. Promotionj. Evaluation i. Was the program successful1. Based on goals and objectivesk. Social Marketingi. Specified target audience and formative speechii. Behavior change
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