Page 5 - Social Marketing for Public Health Global Trends and Success Stories

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Trend 4: Corporate Social Initiatives to Support Social
Marketing Efforts 8
Trend 5: Integration of the 4Ps 9
Trend 6: Integration of Various Communication Formats and Media 10
Trend 7: Edutainment 12
Trend 8: Paying Attention to Social, Cultural, and
Regulatory Environments 12
Trend 9: Valuing Marketing Research 13
Trend 10: Focusing on Behavior Changes 14
Social Marketing for Public Health: Chapter Highlights 14
Developing a Social Marketing Campaign: Step by Step 18
Step 1: Define the Problem, Purpose, and Focus 19
Step 2: Conduct a Situation Analysis 19
Step 3: Select Target Audiences 20
Step 4: Set Marketing Objectives and Goals 20
Step 5: Identify Factors Influencing Behavior Adoption 20
Step 6: Craft a Positioning Statement 21
Step 7: Develop Marketing Mix Strategies: The 4Ps 21
Step 8: Outline a Plan for Monitoring and Evaluation 24
Step 9: Establish Budgets and Find Funding Sources 24
Step 10: Complete the Plan for Campaign Implementation
and Management 25
Questions for Discussion 28
References 28

CHAPTER 2
Reducing Tobacco Use in the United States: A Public Health Success
Story . . . So Far 31
Nancy R. Lee
United States: A Country Overview 31
The Tobacco Problem in the United States 32
Reducing Tobacco Use: Major Milestones and Strategies 33
Further Reductions in Tobacco Use: “A Blueprint for the Nation” 34
Case Study 1: The truth® Campaign 34
Case Study 2: Washington State’s Tobacco Quit Line 44
Concluding Note: We Have the Know-How, But Will We Do It? 52
Questions for Discussion 54
References 54