Fold-out Book
of
Social Marketing
Conceptual Models
Professor Jeff French Clive Blair-Stevens
2011
Strategic Social Marketing Ltd. Attabara, Conford , Hants, GU307QW. Tel 01428 751 475
Registered Company No : 6963216
www.strategic-social-marketing.org
Social Marketing is:
Behaviour
Behaviour Theory & Behavioural Goals
INSIGHT
Customer
Audience
Method Mix
Intervention mix & Marketing mix Segmentation
French 2010
Strategic and Operational Social Marketing
POLICY
Strategic
Social
Marketing STRATEGY
informing & enhancing
policy, strategy
operational
& it’s implementation social marketing
IMPLEMENTATION
applied as a planned process
ie: as a programme,
campaign or initiative
Contributes
Citizen driven
to knowledge
systems
management
analysis
and learning
Strategic
Social
Inputs to
behaviour
Marketing Informs the
selection of
target setting
intervention
and
Types and
performance
Forms
management
Contributes
to strategic
review and
analysis French 2011
French 2011
Social Marketing contribution to Strategic planning
Learn
Scope Test Enact &
Act
French 2010
BEHAVIOUR: Integrated Theory Framework
Wide range of different disciplines that can contribute
Trans-theoretical model ‘Stages of Change’ Behavioural modification
Theory of reasoned action Political sciences Behavioural Economics Prototype / willingness model
environmental
Health Promotion
Cognitive dissonance / Hormonal responses
consistency PR & media Public Health
Media studies theory
HAPA: Health action Social media Sociology
process approach:
social
Systems theory
intention to act Advertising Anthropology
Rossiter-Percy opportunities constraints Social capital
Instrumental & classical conditioning Illustrative examples only of disciplines and theories that can contribute Economic determinism
Behaviour is affected by more than ‘what I
know’ or ‘what I value’
wide range
of other
Information influencing
Knowledge factors
KNOW
Attitudes VALUE DO
Values
Beliefs
Actions
Behaviour
Incentives & Barriers
promote remove
increase reduce
desired
BEHAVIOUR
problematic
remove promote
reduce increase
Control
Inform Control
Inform
Design
Design
Educate
Educate
Support
Support
French & Blair Stevens 2006
4 Forms of Intervention:
The Value/Cost Exchange Matrix
Active
eg: Financial Decision eg: Penalty
reward for not Conscious / Considered fine for
smoking littering
Hug Smack
Incentive Disincentive
Reward Punish
Nudge Shove
eg: Road
eg: Default bump to
savings Automatic / Unconscious reduce car
scheme Passive speed
Decision French 2011
Behaviour Intervention Matrix
‘Value/Cost Exchange’
Inform
Design
Educate
Support
French 2011
The Marketing Mix: The 4P’s
PRODUCT PLACE
Physical product Channel Type
Service offer Transporting/Storage
Range Service Levels
Branding Location, Site
Packaging
Customer
PROMOTION PRICE
Form and Type of Demand
intervention mix Strategy
Promotions Discounts/Allowances
Offers Cost, Value
Advertising
PR
Product / Service descriptor
1. Core Product / Service. (The benefits promised):
AIDA
Hierarchy of Effects model
Hug Smack
Nudge Shove