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26 CHAPTER 1 ■ Social Marketing for Public Health: An Introduction

BOX 1-1 Social Marketing Planning (continued)

4.0 Marketing Objectives and Goals
Campaign objectives: targeted behaviors and attitudes (knowledge
and beliefs)
SMART goals: specific, measurable, achievable, relevant, time-bound
changes in behaviors and attitudes
5.0 Factors Influencing Adoption of the Behavior (see Note 2 regarding
the iterative process)
Perceived barriers to targeted behavior
Potential benefits for targeted behavior
Competing behaviors/forces
Influence of important others
6.0 Positioning Statement
How do we want the target audience to see the targeted behavior and
its benefits relative to alternative/preferred ones?

7.0 Marketing Mix Strategies (using the 4Ps to create, communicate, and
deliver value for the behavior)
7.1 Product: benefits from performing behaviors and any objects or
services offered to assist adoption
Core product: desired audience benefits promised in exchange for
performing the targeted behavior
Actual product: features of basic product (e.g., HIV/AIDS test, physical
exercise, daily intake of fruits and vegetables)
Augmented product: additional objects and services to help perform
the behavior or increase appeal
7.2 Price: costs that will be associated with adopting the behavior
Costs: money, time, physical effort, and/or psychological discomfort
Price-related tactics to reduce costs: monetary and/or nonmonetary;
incentives and/or disincentives
7.3 Place: making access convenient
Creating convenient opportunities to engage in the targeted behaviors
and/or access products and services