Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good

Foreword Preface Acknowledgments 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 1: Analysis Chapter 5 – Research in the Social Marketing Process Chapter 6 – Analysis Chapter 7 – Conducting Formative Research Section III. Step 2: Strategy Development Chapter 8 – Segmenting the Target Audience Chapter 9 – Building the Social Marketing Strategy Section IV. Step 3: Program and Communication Design Chapter 10 – Influencing Behavior by Design Chapter 11 – Developing Effective Messages Chapter 12 – Identifying Appropriate Channels Chapter 13 – Producing Creative Communications Section V. Step 4: Pretesting Chapter 14 – Pretesting Principles Chapter 15 – Conducting the Pretest Chapter 16 – Using the Pretesting Results Section VI. Step 5: Implementation Chapter 17 – Developing an Implementation Plan Chapter 18 – Planning and Buying Traditional Media Chapter 19 – Engaging in Social Media Chapter 20 – Generating Publicity Chapter 21 – Monitoring Implementation Section VII. Step 6: Evaluation and Feedback Chapter 22 – Evaluation Basics Chapter 23 – Evaluation Design Chapter 24 – Evaluation Methods Chapter 25 – Using Feedback to Improve Your Program Appendix A: Social Marketing Resource List Appendix B: Sample Knowledge, Attitudes, and Behaviors Survey Appendix C: Sample Focus Group Recruitment Questionnaire Appendix D: Sample Focus Group Topic Guide Appendix E: Readability Testing Formula Index About the Author