Question 1

In a smoking cessation social marketing campaign, the product would be choose the best answer):&#10;a. Cigarettes&#10;b. Nicotine patches&#10;c. &#34;Truth&#34; ads&#10;d. Smoking cessation

Accepted Answer

In a smoking cessation social marketing campaign, the product would be choose the best answer):
a. Cigarettes
b. Nicotine patches
c. "Truth" ads
d. Smoking cessation

Smoking cessation

Question 2

The use of focus groups to find out how people feel about a health practice illustrates which of the following aspect of social marketing?
a. Formative research
b. Audience segmentation
c. Product benefits
d. Social marketing plan

Formative research

Accepted Answer

The use of focus groups is an example of formative research, which involves gathering information about the target audience's needs, attitudes, and behaviors to develop effective social marketing campaigns. By conducting focus groups, social marketers gain insights into people's perceptions, attitudes, and beliefs about a particular health behavior, which can inform the design and implementation of subsequent interventions. Audience segmentation is another important aspect of social marketing, which involves dividing the target audience into smaller subgroups based on common demographic, psychographic, or behavioral characteristics. Product benefits refer to the features or advantages of a health practice that make it attractive to the target audience, while a social marketing plan is a comprehensive blueprint outlining the goals, strategies, tactics, and evaluation metrics of a social marketing campaign.

Question 3

In social marketing programs, targeting a program to defined groups is called ___________.&#10;a. Consumer orientation&#10;b. Strategy development&#10;c. Audience analysis&#10;d. Audience segmentation

Accepted Answer

Targeting a program to defined groups is called audience segmentation. This involves dividing the target audience into subgroups based on shared characteristics such as demographics, behavior, or interests. By doing this, social marketers can tailor their messages and interventions to specific subgroups, leading to more effective behavior change. The other options, consumer orientation, strategy development, and audience analysis, are important aspects of social marketing but do not specifically refer to targeting a program to defined groups.

Question 4

In a campaign to promote use of bicycle helmets among children, broadcasting ads during children's TV programs represents which of the 4 P's of social marketing?
a. Product
b. Place
c. Promotion
d. Price

Accepted Answer

The answer of In a campaign to promote use of...

Question 5

In a social marketing campaign to promote breastfeeding, planners identify three target groups. This illustrates which component of social marketing?
a. Consumer orientation
b. Audience segmentation
c. Audience analysis
d. Exchange theory

Accepted Answer

Audience segmentation is the process of dividing a larger audience into smaller groups with common characteristics or needs. In this scenario, the planners have identified three distinct target groups, indicating they have engaged in audience segmentation. The other options may be involved in a social marketing campaign, but they are not specifically illustrated by this example.

Question 6

Formative research on breastfeeding promotion finds that women report concerns about feeling embarrassed about having to breastfeed in public places. The promotion strategy must somehow overcome this concern. In this case embarrassment represents which of the following?
a. Price
b. Place
c. Product
d. Promotion

Accepted Answer

Embarrassment in this context represents a psychological cost or barrier, which aligns with the concept of "Price" in marketing, as it refers to what the consumer must give up or overcome to engage with the product or service.

Deck 15: Social Marketing in Public Health