Contemporary Issues in Social Marketing 1st Edition by Krzysztof Kubacki, Sharyn Rundle Thiele 1443850241 9781443850247

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ISBN 10: 1443850241

ISBN 13: 9781443850247

Author: Krzysztof Kubacki, Sharyn Rundle-Thiele

 
Having celebrated its 40th anniversary in 2011, social marketing is increasingly accepted today as an effective behavioural change tool that can be used to change social behaviours, such as encouraging people to recycle more, make healthier eating choices, increase the amount of sunscreen used, and to use condoms to prevent disease transmission, amongst many other desired social behaviours. The growing popularity of using social marketing to change behaviour is reflected in increasing research interest and a growth in people practising in the social marketing field. As social marketing matures into an academic discipline in its own right, we are beginning to see diversity in the way it is understood and implemented by governments, commercial organisations and third sector organisations in different parts of the world. Contemporary Issues in Social Marketing is an outcome of the discussions held between social marketing academics and practitioners at the 2012 International Social Marketing Conference (ISM 2012), which was held in June 2012 in Brisbane, Australia. ISM 2012 drew together 180 social marketing researchers and practitioners in the corporate and not for profit sector, along with representatives of all levels of government to delve into the challenges currently faced in social marketing. Contemporary Issues in Social Marketing is a scholarly resource bringing together current knowledge and contemporary debate in the field, in addition to exploring areas that are currently underdeveloped in the literature. This book covers arguments relating to numerous hot topics and controversial issues, such as ethics in social marketing; climate change; energy consumption; smoking; healthy eating habits; blood donation; social marketing theory; and the evaluation of social marketing interventions.

Contemporary Issues in Social Marketing 1st Table of contents:

List of Tables

Table 2-1: Summary of functional literacy levels in Australians aged 15–74 years (2006)

Table 3-1: Andreasen’s (2002) benchmarks, with explanations

Table 3-2: Twelve case study campaigns

Table 3-3: The ‘Grid’. Qualitative analysis of 12 case studies in relation to the 19 benchmarks. Y = Yes; N = No. (Cases as set out in Table 3-2)

Table 3-4: Benchmarks mainly used by successful campaigns

Table 3-5: Four benchmarks and their statistical significance to success

Table 5-1: The reductionistic systems approach

Table 5-2: The holistic systems approach

Table 6-1: Summary of possible situations in the SBI model

Table 7-1: Application of S-D logic’s foundational premises to social marketing

Table 7-2: Implications for future planning using S-D logic foundational premises

Table 9-1: Messages displayed on graphs for members of the social norms group

Table 9-2: Demographic characteristics of the experiment sample (%)

Table 9-3: Regression analysis of receipt of feedback onto proportional change in consumption

Table 9-4: Regression analysis of type of feedback onto change in consumption

Table 9-5: Linear regression of type of feedback onto number of emailed graphs downloaded

Table 10-1: Exchange analysis

Table 10-2: Competition analysis

Table 11-1: Comparison of alternative v. non-alternative youth responses to survey at baseline and follow-up

Table 12-1: Current issues and future challenges

List of Figures

Figure 1-1: Strategic and operational social marketing

Figure 1-2: Four-step model for embedding social marketing

Figure 1-3: Citizen and social marketing input into social policy development and delivery

Figure 1-4: Strategic social marketing

Figure 2-1: Peattie and Peattie’s (2003) diagram of competing influences on behaviour adoption and maintenance

Figure 2-2: AIDA model on the impact of communication on behaviour

Figure 2-3: Integrative model of behavioural prediction and change (IB model)

Figure 4-1: James Gillray’s 1802 cartoon highlighting vaccination fears

Figure 5-1: Collaborative systems integration

Figure 5-2: Collaborative system indicators in social marketing

Figure 6-1: The social behaviour influence (SBI) model

Figure 7-1: Classification of social marketing services

Figure 7-2: The social marketing service mix

Figure 7-3: The medicalized servicescape of blood donation

Figure 7-4: Branded mobile donor van

Figure 7-5: MumBubConnect brand, website and text messaging service

Figure 9-1: Example of a graph sent to a participant in the social norms condition

Figure 10-1: OPAL logic model

Figure 10-2: OPAL’s planning framework

Figure 10-3: OPAL’s categories for exchange

Figure 10-4: Examples of OPAL’s water theme in promotional materials

Figure 11-1: Syke shirt designs: ‘Die Old’ and ‘Tobacco Companies Tortured Animals’

Figure 11-2: Syke direct mail featuring an interview with an alternative rock band, a promotion for a future event, pictures from past events and an anti-tobacco advertisement

Figure 11-3: Change in smoking behaviours (alternative rock youths v. non-alternative rock youths)

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