Specifications
| book-author | Debra Z. Basil, Gonzalo Diaz-Meneses, Michael D. Basil |
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| publisher | Springer |
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| file-type | PDF |
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| pages | 462 pages |
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| language | English |
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| asin | B07S9XYL1T |
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| isbn10 | 3030130193; 3030130207 |
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| isbn13 | 9783030130190/ 9783030130206 |
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Book Description
Social Marketing in Action; (PDF) presents college students with actual-world social advertising case research from totally different international locations and areas round the world; taking learners from classroom principle to follow. The principal goal is to obviously painting to advertising college students distinct; identifiable steps which are very important for profitable social advertising campaigns. Essential social advertising practices are utilized to every case to assist college students grasp social advertising rules and implement them to their very own actual world social advertising actions in order to have an effect on constructive social change.
This ebook first offers the instruments essential to grasp the efficient software of social advertising; after which offers 24 case research exemplifying efficient social advertising efforts from throughout the globe. Specifically; Part I concisely and clearly explains the rules of social advertising in 5 chapters:
- Theories utilized in social advertising
- Formative and Evaluative Research
- Fundamentals of social advertising; ethics
- A historic perspective on social advertising
- Upstream vs. downstream social advertising; SWOT; competitors
Part II consists of 24 social advertising case research that present the software of social advertising rules. All 24 circumstances observe an everyday construction that features:
- SWOT
- Research
- The 4 P’s
- Objectives
- Evaluation
- Positioning
- Discussion
- Competition
- Background
- Target viewers
- Barriers and advantages
This format permits for professors and faculty college students to simply and successfully choose particular person circumstances and examine between circumstances. This textbook additionally allows instructors to encourage important pondering by having college students examine and distinction not solely the circumstances themselves; however the functions used. Furthermore; educating guides with solutions to dialogue questions; strategies for actions inside and outdoors of the classroom and extra readings can be found to assist professors in educating from this ebook.
NOTE: The product solely consists of the ebook Social Marketing in Action: Cases from Around the World in PDF. No access codes are included.
Table of contents
Table of contents :
Front Matter ….Pages i-xxix
Front Matter ….Pages 1-1
The Big Picture in Social Marketing (Debra Z. Basil)….Pages 3-21
The Fundamentals of Social Marketing (Debra Z. Basil)….Pages 23-44
Research and Evaluation in Social Marketing (Michael D. Basil)….Pages 45-57
Theory in Social Marketing (Michael D. Basil)….Pages 59-78
A Brief History of Social Marketing (Gonzalo Diaz-Meneses, Michael D. Basil)….Pages 79-89
Front Matter ….Pages 95-95
Fun Ways to Engage with Rail Safety Through the Dumb Ways to Die Social Marketing Campaign (Jennifer Algie, Nicole Mead)….Pages 93-110
The Second Life of Food: When Social Marketing Bridges Solidarity and Waste Prevention (Ksenia Silchenko, Federica Simonetti, Giacomo Gistri)….Pages 111-126
The Bank of Cancer Research: Applying Social Marketing to Provide Sustainable Funding for Cancer Research (Peter Vitartas, Nicholas Shipley, Aaron March)….Pages 127-139
VCW for Social Impact in a Developing Country: Personal Development and Entrepreneurship in a Leadership Academy (Carlos Reis-Marques, Luís Filipe Lages, Valentine Vix Caminati)….Pages 141-162
Operation Red Nose: Providing a Safe Holiday Ride and Raising Money for Charity Through Social Marketing (Katherine C. Lafreniere, Katharine Howie)….Pages 163-174
Social Marketing for the Reduction of Tax Evasion: The Case of Electronic Invoicing in Portugal (Beatriz Casais, Marisa R. Ferreira, João F. Proença)….Pages 175-186
Worn Wear: Better than New—How Patagonia’s Social Marketing Campaign Enhances Consumers’ Responsible Behavior (Nina Bürklin)….Pages 187-201
Front Matter ….Pages 211-211
Inculcating the Handwashing Habit Through Social Marketing Among Poor Children in India (Dinesh Kumar, Punam Gupta)….Pages 205-219
Social Marketing Campaigns for Healthier Eating Habits in France: VIF and “LES BONNES PORTIONS” (The Right Portions) Campaign Against Childhood Obesity (Patricia Gurviez, Sandrine Raffin)….Pages 221-236
Smile Train India: A Social Marketer Targeting Cleft Lip/Palate as a Socio-Medical Issue (Sivakumar Alur)….Pages 237-246
Enhancing Existing Communication Channels for Large-Scale Health Interventions: Making Every Contact Count in the United Kingdom (Katherine C. Lafreniere, Andy McArthur)….Pages 247-256
Saving Lives Through Lifebuoy’s “Help a Child Reach 5” Social Marketing Campaign (Sonal Kureshi, Sujo Thomas)….Pages 257-269
Behavior Change and Nutrition Education for Teenagers: Nestlé Social Marketing “Healthy Kids Programme” in India (Andrei Tiganas, Anamaria Boghean, José Luis Vázquez)….Pages 271-282
Using Social Marketing to Promote Handwashing with Soap for a Healthier Vietnam (Hoang Minh Doan, Van Dao Truong)….Pages 283-295
Front Matter ….Pages 307-307
Using Social Marketing to Increase Bicycle Ridership to Major Events in Vancouver, Canada (Katherine C. Lafreniere, Debra Z. Basil)….Pages 299-310
Akureyri on the Verge: Carbon Neutral and Beyond Through Targeted Social Marketing (G. Scott Erickson)….Pages 311-326
Vancouver Aquarium and World Wildlife Foundation’s Great Canadian Shoreline Cleanup: Increasing Volunteerism by Targeting Social Networks (Katherine C. Lafreniere, Michael D. Basil)….Pages 327-338
A Community-Based Social Marketing Anti-littering Campaign: Be the Street You Want to See (Mine Üçok Hughes, Will McConnell, Stephen Groner)….Pages 339-358
The Coulee Clean-Up: A Social Marketing Program for Litter Pickup in Lethbridge, Canada (Katherine C. Lafreniere, Debra Z. Basil)….Pages 359-377
Applying Social Marketing to Koala Conservation: The “Leave It” Pilot Program (Patricia David, Bo Pang, Sharyn Rundle-Thiele)….Pages 379-390
Front Matter ….Pages 403-403
Co-creating a Sea Change Social Marketing Campaign for Ocean Literacy in Europe: A Digital Interactive Tool for Environmental Behavior Change (Christine Domegan, Patricia McHugh, Veronica McCauley, Kevin Davison)….Pages 393-409
Enhancing Health by Means of Massive Open Online Courses (Gonzalo Diaz-Meneses)….Pages 411-431
Use of Social Marketing to Improve Science Teaching in Maharashtra, India: 2014–18 (Sameer Deshpande)….Pages 433-446
A Case of Co-created Social Marketing Campaign: The Spanish Ana Bella Social School for Women’s Empowerment (Yolanda Díaz-Perdomo, Luis I. Álvarez-González, M. José Sanzo-Pérez)….Pages 447-462
