Deck 14: Social Marketing and Not-For-Profit Marketing

Question 1

Which of the following statements about social marketing is/are correct?

A) Social marketing activities focus on the marketing of ideas.
B) Social marketing practice is guided by ethical principles
C) Social marketing provides a credible approach to behaviour change.
D) Social marketing did not exist before 2012.
E) Options b and c.

Answer 1

Options b and c.

Question 2

Social marketing addresses a wide range of issues, including:

A) healthcare such as physical activity, breastfeeding and safe sex.
B) addiction such as gambling, alcohol consumption and pornography.
C) environmental such as deforestation, food waste and recycling.
D) behavioural changes such as texting and driving and littering.
E) All of the above.

Answer 2

All of the above.

Question 3

Which of the following marketing efforts is an example of a social marketing campaign?

A) McDonalds provides healthy eating options for children.
B) Tobacco companies show warnings against smoking on cigarette packets.
C) Coca cola uses the tag-line 'Open Happiness' to encourage consumers to purchase Coca Cola over competing products and brands.
D) A public health campaign encourages university students to not drink and drive by providing taxi discount vouchers.
E) All of these options.

Answer 3

A public health campaign encourages university students to not drink and drive by providing taxi discount vouchers.

Question 4

Which of the following marketing efforts is an example of a social marketing campaign?

A) An anti-smoking campaign targets pregnant women by advertising the benefits of a smoke-free pregnancy.
B) A marketing effort is designed to increase the consumption of fruits and vegetables amongst school aged children.
C) Bill boards showing anti-speeding messages are placed on rural areas to curb the rate of rural road traffic deaths.
D) A public health campaign encourages university students to not drink and drive by providing taxi discount vouchers.
E) All of these options.

Question 5

Of the various leading authors who have defined 'social marketing', who was/were the first to do so?

A) Kotler, Roberto and Lee.
B) Fine.
C) Donovan and Henley.
D) Andreasen.
E) Kotler and Zaltman.

Question 6

In general, social marketing practitioners and researchers currently agree that social marketing seeks to deliver social change programs that are?

A) Targeted at defined segments.
B) The result of integrating research, best practice, theory, audience and partnership insights.
C) Competition-sensitive.
D) Effective, efficient, equitable and sustainable.
E) All of these options.

Question 7

The 4 C's tool box stands for?

A) Customer value, convenience, competition, communication.
B) Customer value, convenience, cost, communication.
C) Control, convenience, cost, communication.
D) Customer value, convenience, competition, creativity.
E) Control, cost, communication, creativity.

Question 8

In 2012 Jeff French conducted a global initiative to develop a consensus definition of 'social marketing'. Which of the following activities were included in the summary of social marketing activities deemed to be important or essential?

A) Consider applying the '4 Ps' tool box (product, price, place and promotion).
B) Focus on creating value for citizens and civil society through valued negative exchanges.
C) Understand and make known the social consequences of commercial sector marketing.
D) Use audience segmentation to understand and target interventions.
E) All of these options.

Question 9

Which of the following marketing efforts is not an example of a social marketing campaign?

A) A fast food company donates a large sum of money to build a new children's ward for a local hospital.
B) An anti-domestic violence campaign focuses on providing ways for those who are being abused to seek help.
C) A drink driving campaign targets middle aged city-based male drinkers by using a billboard. campaign which emphasises the positive outcomes of choosing to use alternative transport options such as dial-a-driver.
D) A public health campaign encourages breast feeding mothers within socially disadvantaged rural communities in a certain country to continue breastfeeding for at least 6 months of their baby's life.
E) A regional council conducts a marketing campaign designed to change the rubbish disposal behaviour of its population by providing a reward program.

Question 10

According to the results of a global consensus survey conducted in 2012, which of the following social marketing activities is considered the most important or essential?

A) Focus on creating value for citizens and civil society through valued voluntary exchange.
B) Set and measure behavioural objectives.
C) Focus on the production of social good.
D) Analyse the potential costs and benefits of supporting and/or partnering with private sector organisations.
E) Apply and be guided by an ethical analysis and standards.

Question 11

According to results of a global consensus survey conducted in 2012, which of the following social marketing activities are considered the least important or essential?

A) Understand and make known the social consequences of commercial sector marketing.
B) Focus on creating value for citizens and civil society through valued negative exchanges.
C) Focus on the product of social good.
D) Use audience segmentation to understand and target interventions.
E) Set and measure behavioural objectives.

Question 12

A Queensland University of Technology pilot study (MumBubConnect (MBC)) resulted in 79 per cent of the 120 women who participated fully breastfeeding. This study is an example of a social marketing campaign because it?

A) Focuses on changing behaviour.
B) Focuses on the production of social good.
C) Sets and measures behavioural objectives.
D) Uses audience segmentation to understand and target interventions.
E) All of these options.

Question 13

How many benchmark criteria for social marketing does Lefebvre et al.'s (1988) framework employ?

A) 5.
B) 6.
C) 7.
D) 8.
E) 9.

Question 14

Why are frameworks important in social marketing?

A) to provide a consistent approach to social marketing.
B) to support better understanding of core concepts.
C) to provide consistency in review and evaluation of initiatives.
D) to criticise work undertaken and its impact on change.
E) Options a, b and c only.

Question 15

All six elements of the criteria must be used in order to apply social marketing.

Question 16

A social marketing campaign aimed at increasing the use of mosquito nets to reduce the effects of malaria measures the effectiveness of the campaign by monitoring child mortality rates. Which of Andreasen's six criteria is reflected in this focus on outcomes?

A) Behavioural change.
B) Competition.
C) Audience research.
D) Promotion.
E) Marketing mix.

Question 17

Dividing populations into groups of consumers who have similar needs and wants, is a social marketing campaign criteria used by Andreasen (2002) known as?

A) Targeting.
B) Communicating.
C) Segmentation.
D) Audience research.
E) Demographic analysis.

Question 18

Qualitative and/or quantitative methods can be used to learn about a target audience and understand how best to design a social marketing campaign that suits that specific audience. Gaining insight into the target audience is labelled as __________ by Andreasen (2002) and as __________ by French et al. (2006).

A) market research; audience research
B) insight; audience research
C) consumer analysis; insight
D) consumer insights; consumer analysis
E) audience research; insight

Question 19

Which of the following comments about exchange in social marketing campaigns is incorrect?

A) Exchange hardly ever occurs in social marketing campaigns.
B) Exchange can be difficult to detect in some social marketing campaigns but is there nonetheless.
C) The benefits of an exchange may be short or long term.
D) The target audience does not always have to exchange money.
E) Understanding what is competing with the desired behaviour aim of an intervention can provide valuable insight into the nature of the exchange.

Question 20

Which of the following comments about exchange in social marketing campaigns is correct?

A) Exchange hardly ever occurs in social marketing campaigns.
B) Exchange can be difficult to detect in some social marketing campaigns but is there nonetheless.
C) The benefits of an exchange are only ever long term.
D) The target audience always has to exchange money.
E) None of these options are correct.

Question 21

A healthy eating campaign uses an advertising campaign which seeks to persuade the target audience to replace unhealthy eating options with healthy ones. The advertisements invites viewers to text a food choice that they are prepared to give up and in return the respondent is sent a healthy recipe. What is the nature of the exchange?

A) Monetary.
B) Short term behavioural.
C) Long term behavioural.
D) Both short and long term behavioural.
E) No exchange is taking place.

Question 22

A sustained advertising campaign in the United Kingdom aimed at creating a common understanding that drinking and driving is social unacceptable had the result of slowly bringing down the road toll figures related to drink-drive crashes. What is the nature of the exchange?

A) Monetary.
B) Short term behavioural.
C) Long term behavioural.
D) Both short and long term behavioural.
E) No exchange is taking place.

Question 23

Which of the following statements about the marketing mix and social marketing campaigns is correct?

A) The marketing mix does not need to extend beyond marketing communications.
B) A partial marketing mix which only includes the product and promotion is all that is required.
C) The 4 Cs is unanimously considered to be superior to the 4 Ps.
D) Price is considered unnecessary when applying the marketing mix to social marketing campaigns.
E) The full marketing mix should be employed whether the campaign is commercial or social in orientation.

Question 24

University students are targeted with alcohol-free events when they are on campus. The event itself is the _________.

A) price
B) product
C) place
D) message
E) value driver

Question 25

University students are targeted with alcohol-free events when they are on campus. The site of exchange is known as the __________.

A) promotion channel
B) product
C) place
D) communication context
E) social market

Question 26

Competition of the behaviour targeted by an intervention remains a key ingredient to success for social marketers. Competition can include?

A) Direct competing behaviour.
B) Indirect competing behaviour.
C) Resources, perceptions and attitudes.
D) Both a and b.
E) Options a, b and c.

Question 27

The three main social marketing streams are correctly labelled as?

A) Simple, compound and complex.
B) Forward, side, and down.
C) Open, closed and mixed.
D) Downstream, midstream and upstream.
E) Uphill, downhill and level.

Question 28

Downstream social marketing campaigns:

A) focus on creating behaviour change at the collective level.
B) are concerned with effecting individual behaviour change.
C) is the most dominant stream in the social marketing literature.
D) Both a and c.
E) Both b and c.

Question 29

Midstream social marketing campaigns:

A) focus on creating behaviour change at the collective level.
B) are concerned with affecting individual behaviour change.
C) is the most dominant stream in the social marketing literature.
D) Both a and c.
E) Both b and c.

Question 30

A social marketing campaign which sends regular text messages to support individuals who are trying to give up smoking is an example of a(n) ____________ social marketing campaign.

A) upstream
B) midstream
C) individual
D) downstream
E) targeted

Question 31

Upstream social marketing campaigns:

A) focus on influencing the targeted consumers' choice environment.
B) are concerned with affecting individual behaviour change.
C) recognise that individuals should not be left with the whole responsibility for their behaviour.
D) Both a and c.
E) Both b and c.

Question 32

A social marketing campaign which focuses on increasing cigarette taxation, thereby resulting in a decrease in demand for cigarettes, is an example of a(n) ______________ social marketing campaign.

A) political
B) upstream
C) collective
D) downstream
E) midstream

Question 33

Which of the following statements about downstream, midstream and upstream social marketing campaigns is incorrect?

A) Downstream, midstream and upstream social marketing campaigns each target different audiences.
B) To be comprehensive, a social marketing campaign should use all three approaches (that is, downstream, midstream and upstream).
C) Upstream social marketing recognises that individuals should not be left with the whole responsibility for their behaviour.
D) Midstream social marketing campaigns target change at the collective level.
E) Downstream social marketing campaigns are concerned with involuntary behaviour change in individuals.

Question 34

Besides promotion, social marketers can use the following commercial marketing tactics to influence behavioural change:

A) Sensory marketing.
B) Retail displays.
C) Pricing strategies.
D) Packaging
E) All of the above

Question 35

Research indicates one of the major issues in social marketing is that solutions often rely solely on promotion.

Question 36

Social marketing comprises of both voluntary and involuntary behaviour.

Question 37

Which of the following statements about social marketing is correct?

A) Integrated social marketing communication is the same as social marketing.
B) Social marketing efforts should begin with an understanding of the target audience.
C) Social marketing is different from commercial marketing in that only uses promotion, not the whole marketing mix.
D) Social marketing campaigns is focused on marketing ideas.
E) Social marketing, like commercial marketing, nearly always results in an immediate reward for the consumer.

Question 38

Which of the following statements about social marketing is incorrect?

A) Social marketers judge the success of their work on whether the desired behaviour change has occurred.
B) Social marketing efforts should be directed at initiating new behaviour and encouraging repeat behaviours.
C) Unlike commercial marketing campaigns, social marketing campaigns do not need to use the whole marketing mix but instead can rely on the promotion mix.
D) The marketing philosophy is not applicable to social marketing.
E) Social marketing efforts may not result in any immediate positive outcomes for the consumer.

Question 39

Not for profit organisations are competing for clients and members.

Question 40

Which of the following statements are true of not-for-profit marketing?

A) The core objectives are usually not related to financial returns.
B) Community expectations limit the range of marketing activities that can be employed.
C) Their non-commercial nature can make it difficult to obtain support from their target audiences.
D) They do need to be financially viable despite not focusing on profits.
E) All of these options.

Question 41

All not-for-profit organisations have universal community support.

Question 42

Volunteers are essential to the operation of not-for-profit organisations. They are willing to commit their time to support not-for-profits because they _____________.

A) identify strongly with traditional ethos.
B) image of the organisation.
C) practices of the organisation.
D) All of the above.
E) Option a only.

Question 43

Volunteers guarantee the long-term success of a not-for-profit organisation.

Question 44

The future of not-for-profit organisations face challenges such as __________.

A) changing demographics.
B) changing social values.
C) changing technology.
D) All of the above.