Elements of Community-Based Social Marketing Target Audience The county level is also ideal for agents to collaborate and conduct social marketing research with targeted groups of citizens, and together the agent and the community become educated about the needs, barriers, and desires of their fellow citizens. This provides Extension agents an opportunity to pilot test CBSM campaigns at the county level and, if needed, modify them before promoting them statewide.
#Principles of marketing uf trial#
After a trial intervention, CBSM programs must be evaluated for their impact on behavior change before they can be disseminated to a wider audience. When social marketing campaigns are developed at the community level, the target audience is actively engaged in collecting and analyzing data, designing the most appropriate interventions, and partnering in dissemination of messages and specific behaviors. Agents using a community-based approach can also collect data collaboratively with their target audiences and share in the costs, time investment, and analysis of results. While agents may not always have the resources and experience to collect quantitative data, they can use qualitative research methods and work with specialists. Research is also important for making decisions about strategies, choosing effective messages, and measuring outcomes. Like commercial marketers, Extension agents must also rely on the constant collection of data from individuals and communities to uncover audience segments and describe their needs and wants. Social marketers learn the best methods to make behavior change appealing by researching their target audiences. Rather, they seek to make behavior change easy and desirable. Social marketers do not actually change behavior that is up to the individuals. Social marketers try to make the adoption process simple, inexpensive, and beneficial to the public. The general public must agree with the social benefits of certain behaviors, and members of the public often need to collaborate with social marketing practitioners to encourage large numbers of citizens to adopt the desired behaviors. For a campaign to be considered successful, a significant percentage of the public must adopt the new behavior. In social marketing, the targeted behavior change must be something that benefits society, such as safety, health, or environmental conservation. Social marketing is the use of common commercial techniques to promote changes in behavior for a societal benefit, such as campaigns to encourage using seatbelts, recycling, or vaccinating children, or campaigns to discourage tobacco use. IntroductionĬommunity-based social marketing (CBSM) is an effective behavior change approach that combines community-based participatory research (usually known as CBPR) with the methods and principles of social marketing. The goal of this EDIS factsheet is to explain some of the basic definitions and concepts of CBSM and provide UF/IFAS Extension agents with additional choices for designing, implementing, and evaluating their programs with the public. As agents of change, Extension agents should find CBSM to be very applicable to their programs. Its 'revelatory' in its tone which is fine for folks who've been in the field 20 years and need their kids to help them negotiate Amazon's web sites, but I think the students will be sitting there going, "well dugh, doesn't everyone know that?." I think that chapter needs to be redone and shouldn't spend its time telling the kids about all these amazing sites (which they use daily and take for granted) but rather go more deeply into the problems and challenges these companies have faced.Combining social marketing with a community-based approach (known as CBSM) is frequently used to promote environmental behavior change. The chapter on Internet marketing I think takes the wrong tone. They were a bit more mentally challenging and actually stimulated some thinking, even on my part. I particularly enjoyed chapters 18 (strategy) and 20 (CSR) which I'm betting are more recent adds.
The fact that it's the first few chapters that are like that is problematic as to my experience, once students have decided that the reading assignments are unreasonable good luck on getting them to keep at it. Took me SO long to read some of them - I'm talking numerous hours, that I have serious doubts that my students won't just throw their hands up in frustration.
It feels like Phil over the years just kept adding and adding stuff. (Reason I never read it before is I was not a marketing major in University, life just sort of pushed me in that direction.)įelt the early chapters while very interesting were overly long. Generally referred to as the Bible of Marketing, I will be teaching this book this semester so I did something the students will never do (although none will admit it), I read it cover to cover.