Hlth 410: Social Marketing, Theories, Models – Flashcards
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Social Marketing
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Commercial marketing techniques used to "sell" positive health behaviors
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Five Steps of Social Marketing
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1. Planning 2. Message/Material Development 3. Pretesting 4. Implementation 5. Evaluation
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Eights P's
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1. Product (behavior) 2. Price (sacrifice) 3. Place 4. Promotion 5. Publics 6. Partnerships 7. Policy 8. Purse strings
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Diffusions of Innovations
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Dissemination of new ideas used for community change with three constructs (innovation, communication channels, time, social systems)
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Three types of Innovations
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1. Incremental (small improvement) 2. Distinctive (significant improvement) 3. Breakthrough (new technology/approach)
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Three types of Communication Channels
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1. Mass Media (best to build awareness) 2. Interpersonal (most effective) 3. Interactive Communication (Internet, reinforces the message)
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Time
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Interval between becoming aware and adoption
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Innovation Decision Process
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1. Gaining knowledge 2. Being persuaded 3. Decide to adopt/reject 4. Implementation 5. Confirmation
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Applying Diffusion of Innovations
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1. Identify attributes of innovations 2. Identify adopters 3. Choose communication channel 4. List opinion leaders
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Health Belief Model
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1. Perceived susceptibility vs. severity 2. Self efficacy 3. Likelihood of action
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Theory of Planned Behavior
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Control of beliefs vs. perceived threats ??????
