Hands-On Social Marketing: A Step-by-Step Guide

Table of Contents

SECTION I: WHAT IS SOCIAL MARKETING?
Chapter 1: Social Marketing Basics
Chapter 2: Not Just Business As Usual
Chapter 3: The Social Marketing Mix
Chapter 4: The Social Marketing Process

SECTION II: STEP ONE: PLANNING
Chapter 5: Formative Research in Social Marketing
Chapter 6: Analysis
Chapter 7: Segmenting the Target Audience
Chapter 8: Strategy Development

SECTION III: STEP TWO: MESSAGE AND MATERIALS DEVELOPMENT
Chapter 9: Identifying Appropriate Channels
Chapter 10: Developing Effective Messages
Chapter 11: Producing Creative Executions

SECTION IV: STEP THREE: PRETESTING
Chapter 12: Pretesting Principles
Chapter 13: Conducting the Pretest
Chapter 14: Using the Pretesting Results

SECTION V: STEP FOUR: IMPLEMENTATION
Chapter 15: Developing an Implementation Plan
Chapter 16: Planning and Buying Media
Chapter 17: Generating Publicity
Chapter 18: Monitoring Implementation

SECTION VI: STEP FIVE: EVALUATION AND FEEDBACK
Chapter 19: Evaluation Basics
Chapter 20: Evaluation Design
Chapter 21: Evaluation Methods
Chapter 22: Using Feedback to Improve Your Program

APPENDICES