Deck 16: Social Marketing

Question 1

Which of the following is a characteristic of social marketing but not commercial marketing?

A) It encourages buying a specific product
B) It almost always involves purchasing
C) It is considered successful if the marketing organization benefits
D) It usually aims to influence a broad range of outcomes
E) None of the above statements describe social marketing

Answer 1

It usually aims to influence a broad range of outcomes

Question 2

Which is NOT a principle of social marketing?

A) Focusing on behavioral outcomes
B) Prioritizing consumers' benefits
C) Maintaining an individual perspective
D) Developing a strategic marketing matrix
E) Using audience segmentation to tailor messages

Answer 2

Maintaining an individual perspective

Question 3

A social marketing campaign with the objective of requiring the installation of hands-free cell phone technology in all new cars is employing a(n):

A) Downstream approach
B) Upstream approach
C) Product approach
D) Audience segmentation approach
E) Health service delivery approach

Answer 3

Upstream approach

Question 4

A non-profit promoting the use of a low-cost water filtration technology in Bangladesh uses census data to divide the population into groups based on socio-economic status and geography before marketing filtration options. They are engaging in:

A) Audience segmentation
B) Prioritizing consumer and marketer benefits
C) Maintaining an individual perspective
D) Evaluation
E) All of the above

Question 5

Branding is part of a:

A) Market-driven approach
B) Consumer-driven approach
C) Product-driven approach
D) Demand-driven approach
E) None of the above

Question 6

Targeting social norms is a common strategy used in:

A) Market-driven approaches
B) Consumer-driven approaches
C) Product-driven approaches
D) Commercial-driven approaches
E) None of the above

Question 7

Social norms marketing can be used to:

A) Shift perceptions of rare but highly visible negative behaviors
B) Inform people about the actual frequency of positive behaviors within groups they care about
C) Create salient social pressure or injunctive norms
D) Introduce and promote new norms
E) All of the above

Question 8

The Uganda Health Marketing Group used social marketing to promote:

A) Clean drinking water technology
B) Maternal and child health
C) Physical activity and healthy eating
D) Hepatitis C prevention
E) Alcohol and drug treatment programs

Question 9

The Communication for Healthy Living program in Egypt utilized all of the strategies below EXCEPT:

A) Framing each behavior as an informed choice people can make to protect their health
B) Targeting newlywed young couples
C) Providing pre-and postnatal health messaging
D) Advertising using national media outlets, direct mail, and contests
E) Providing cash incentives based on adherence to oral contraception regimens

Question 10

Which is NOT a theory or model commonly used in collaboration with social marketing?

A) Extended Parallel Processing Model
B) Acquired Needs Theory
C) Theory of Reasoned Action/Planned Behavior
D) Social Cognitive Theory
E) Diffusion of Innovations

Question 11

A social marketing program is effective even if it only benefits the organization marketing the product.

Question 12

Only individual and interpersonal level theories can be used in collaboration with social marketing frameworks.

Question 13

When a social marketing campaign encourages individuals to purchase a product, it is important not only that the product is bought, but also that is used correctly.

Question 14

Both theory and research can and should be used in collaboration with social marketing.

Question 15

The primary objective of social marketing is to influence product purchasing.

Question 16

Social marketing campaigns may use an upstream or downstream approach to change.

Question 17

Diffusion of Innovations and Social Cognitive Theory are two theories commonly used in collaboration with social marketing.

Question 18

The frequency of highly publicized behaviors, such as drinking on college campuses, is likely to be overestimated among college students.

Question 19

To improve contraceptive use, the Communication for Healthy Living program in Egypt targeted a range of family health behaviors among young married couples.

Question 20

Compared to commercial marketing, the benefits of social marketing tend to be shorter-term with more immediate gratification.

Question 21

Describe how social marketing differs from commercial marketing. Include and explain at least three differences.

Question 22

What are the four Ps of the marketing mix? How might you use them to frame a social marketing campaign to encourage the use of iodized salt?