Question 1

The primary objective of social marketing is to influence product purchasing.

Accepted Answer

A) True 
 B)False  False

Question 2

Branding is part of a:

Accepted Answer

A)  Market-driven approach 
B)  Consumer-driven approach 
C)  Product-driven approach 
D)  Demand-driven approach 
E)  None of the above 
A)  Market-driven approach 
B)  Consumer-driven approach 
C)  Product-driven approach 
D)  Demand-driven approach 
E)  None of the above C

Question 3

What are the four Ps of the marketing mix? How might you use them to frame a social marketing campaign to encourage the use of iodized salt?

Accepted Answer

The four Ps of the marketing mix are a foundational model in marketing that represents the key elements that must be considered when marketing a product or service. They are:

1. Product: This refers to the goods or services that a company offers to its customers. It involves designing a product that meets the needs and desires of the target market.

2. Price: This is the amount of money customers must pay to obtain the product. Pricing strategies can vary, including competitive pricing, discount pricing, or premium pricing, depending on the market and the perceived value of the product.

3. Place: This involves the distribution channels through which the product is sold and how it is delivered to the consumer. It includes the location of sale, whether it's in physical stores, online, or through other means.

4. Promotion: This encompasses all the methods used to communicate with potential customers about the product and persuade them to purchase it. This can include advertising, public relations, social media marketing, and sales promotions.

To frame a social marketing campaign to encourage the use of iodized salt, one could apply the four Ps as follows:

Product: The campaign would focus on iodized salt as a product that is essential for health, highlighting its benefits in preventing iodine deficiency disorders such as goiter and cognitive impairments. The product should be positioned as an easy and affordable way to maintain good health.

Price: Since the campaign is social in nature, the price of iodized salt should be kept affordable to ensure it is accessible to the target audience, especially in regions where iodine deficiency is prevalent. Subsidies or partnerships with health organizations could help keep costs low.

Place: The distribution of iodized salt should be widespread, ensuring it is available in all stores where consumers typically buy their salt. This could include grocery stores, markets, and even door-to-door distribution in remote areas. The campaign might also work with local health clinics and community centers to distribute iodized salt and provide education on its importance.

Promotion: The promotional aspect would involve raising awareness about the health benefits of iodized salt and the risks of iodine deficiency. This could be done through various channels such as social media campaigns, community workshops, educational materials distributed in health centers, partnerships with local influencers, and public service announcements. The messaging should be clear, compelling, and culturally relevant to encourage behavior change.

By strategically addressing each of the four Ps, the social marketing campaign can effectively promote the use of iodized salt and contribute to improved public health outcomes.

Question 4

The Communication for Healthy Living program in Egypt utilized all of the strategies below EXCEPT:

Accepted Answer

A)  Framing each behavior as an informed choice people can make to protect their health 
B)  Targeting newlywed young couples 
C)  Providing pre-and postnatal health messaging 
D)  Advertising using national media outlets, direct mail, and contests 
E)  Providing cash incentives based on adherence to oral contraception regimens 
A)  Framing each behavior as an informed choice people can make to protect their health 
B)  Targeting newlywed young couples 
C)  Providing pre-and postnatal health messaging 
D)  Advertising using national media outlets, direct mail, and contests 
E)  Providing cash incentives based on adherence to oral contraception regimens

Question 5

Which of the following is a characteristic of social marketing but not commercial marketing?

Accepted Answer

A)  It encourages buying a specific product 
B)  It almost always involves purchasing 
C)  It is considered successful if the marketing organization benefits 
D)  It usually aims to influence a broad range of outcomes 
E)  None of the above statements describe social marketing 
A)  It encourages buying a specific product 
B)  It almost always involves purchasing 
C)  It is considered successful if the marketing organization benefits 
D)  It usually aims to influence a broad range of outcomes 
E)  None of the above statements describe social marketing

Question 6

A non-profit promoting the use of a low-cost water filtration technology in Bangladesh uses census data to divide the population into groups based on socio-economic status and geography before marketing filtration options. They are engaging in:

Accepted Answer

A)  Audience segmentation 
B)  Prioritizing consumer and marketer benefits 
C)  Maintaining an individual perspective 
D)  Evaluation 
E)  All of the above 
A)  Audience segmentation 
B)  Prioritizing consumer and marketer benefits 
C)  Maintaining an individual perspective 
D)  Evaluation 
E)  All of the above

Question 7

Which is NOT a theory or model commonly used in collaboration with social marketing?

Accepted Answer

A)  Extended Parallel Processing Model 
B)  Acquired Needs Theory 
C)  Theory of Reasoned Action/Planned Behavior 
D)  Social Cognitive Theory 
E)  Diffusion of Innovations 
A)  Extended Parallel Processing Model 
B)  Acquired Needs Theory 
C)  Theory of Reasoned Action/Planned Behavior 
D)  Social Cognitive Theory 
E)  Diffusion of Innovations

Question 8

When a social marketing campaign encourages individuals to purchase a product, it is important not only that the product is bought, but also that is used correctly.

Accepted Answer

A) True 
 B)False

Question 9

Both theory and research can and should be used in collaboration with social marketing.

Accepted Answer

A) True 
 B)False

Question 10

Compared to commercial marketing, the benefits of social marketing tend to be shorter-term with more immediate gratification.

Accepted Answer

A) True 
 B)False

Question 11

Which is NOT a principle of social marketing?

Accepted Answer

A)  Focusing on behavioral outcomes 
B)  Prioritizing consumers' benefits 
C)  Maintaining an individual perspective 
D)  Developing a strategic marketing matrix 
E)  Using audience segmentation to tailor messages 
A)  Focusing on behavioral outcomes 
B)  Prioritizing consumers' benefits 
C)  Maintaining an individual perspective 
D)  Developing a strategic marketing matrix 
E)  Using audience segmentation to tailor messages

Question 12

To improve contraceptive use, the Communication for Healthy Living program in Egypt targeted a range of family health behaviors among young married couples.

Accepted Answer

A) True 
 B)False

Question 13

Social marketing campaigns may use an upstream or downstream approach to change.

Accepted Answer

A) True 
 B)False

Question 14

The frequency of highly publicized behaviors, such as drinking on college campuses, is likely to be overestimated among college students.

Accepted Answer

A) True 
 B)False

Question 15

A social marketing program is effective even if it only benefits the organization marketing the product.

Accepted Answer

A) True 
 B)False

Question 16

The Uganda Health Marketing Group used social marketing to promote:

Accepted Answer

A)  Clean drinking water technology 
B)  Maternal and child health 
C)  Physical activity and healthy eating 
D)  Hepatitis C prevention 
E)  Alcohol and drug treatment programs 
A)  Clean drinking water technology 
B)  Maternal and child health 
C)  Physical activity and healthy eating 
D)  Hepatitis C prevention 
E)  Alcohol and drug treatment programs

Question 17

Describe how social marketing differs from commercial marketing. Include and explain at least three differences.

Accepted Answer

Social marketing differs from commercial

Question 18

Targeting social norms is a common strategy used in:

Accepted Answer

A)  Market-driven approaches 
B)  Consumer-driven approaches 
C)  Product-driven approaches 
D)  Commercial-driven approaches 
E)  None of the above 
A)  Market-driven approaches 
B)  Consumer-driven approaches 
C)  Product-driven approaches 
D)  Commercial-driven approaches 
E)  None of the above

Question 19

Diffusion of Innovations and Social Cognitive Theory are two theories commonly used in collaboration with social marketing.

Accepted Answer

A) True 
 B)False

Question 20

Social norms marketing can be used to:

Accepted Answer

A)  Shift perceptions of rare but highly visible negative behaviors 
B)  Inform people about the actual frequency of positive behaviors within groups they care about 
C)  Create salient social pressure or injunctive norms 
D)  Introduce and promote new norms 
E)  All of the above 
A)  Shift perceptions of rare but highly visible negative behaviors 
B)  Inform people about the actual frequency of positive behaviors within groups they care about 
C)  Create salient social pressure or injunctive norms 
D)  Introduce and promote new norms 
E)  All of the above

The primary objective of social marketing is to influence product purchasing.

Branding is part of a:

What are the four Ps of the marketing mix? How might you use them to frame a social marketing campaign to encourage the use of iodized salt?

The Communication for Healthy Living program in Egypt utilized all of the strategies below EXCEPT:

Which of the following is a characteristic of social marketing but not commercial marketing?

A non-profit promoting the use of a low-cost water filtration technology in Bangladesh uses census data to divide the population into groups based on socio-economic status and geography before marketing filtration options. They are engaging in:

Which is NOT a theory or model commonly used in collaboration with social marketing?

When a social marketing campaign encourages individuals to purchase a product, it is important not only that the product is bought, but also that is used correctly.

Both theory and research can and should be used in collaboration with social marketing.

Compared to commercial marketing, the benefits of social marketing tend to be shorter-term with more immediate gratification.

Which is NOT a principle of social marketing?

To improve contraceptive use, the Communication for Healthy Living program in Egypt targeted a range of family health behaviors among young married couples.

Social marketing campaigns may use an upstream or downstream approach to change.

The frequency of highly publicized behaviors, such as drinking on college campuses, is likely to be overestimated among college students.

A social marketing program is effective even if it only benefits the organization marketing the product.

The Uganda Health Marketing Group used social marketing to promote:

Describe how social marketing differs from commercial marketing. Include and explain at least three differences.

Targeting social norms is a common strategy used in:

Diffusion of Innovations and Social Cognitive Theory are two theories commonly used in collaboration with social marketing.

Social norms marketing can be used to:

The Scope of Health Behavior

Theory, Research, and Practice in Health Behavior

Ecological Models of Health Behavior

Health Belief Model Hbm

Theory of Reasoned Action, Theory of Planned Behavior, and the Integrated Behavior Model

The Transtheoretical Model Ttm and Stages of Change

How Individuals, Environments, and Health Behaviors Interact: Social Cognitive Theory

Social Support and Health

Social Networks and Health Behavior

Stress, Coping, Adaptation, and Health Behavior

Interpersonal Communication in Health and Illness

Improving Health Through Community Engagement, Community Organization, and Community Building

Implementation, Dissemination, and Diffusion of Public Health Interventions

Planning Models for Theory-Based Health Promotion Interventions

Behavioral Economics and Health

Filters

Exam 16: Social Marketing

The primary objective of social marketing is to influence product purchasing.

Branding is part of a:

What are the four Ps of the marketing mix? How might you use them to frame a social marketing campaign to encourage the use of iodized salt?

The Communication for Healthy Living program in Egypt utilized all of the strategies below EXCEPT:

Which of the following is a characteristic of social marketing but not commercial marketing?

A non-profit promoting the use of a low-cost water filtration technology in Bangladesh uses census data to divide the population into groups based on socio-economic status and geography before marketing filtration options. They are engaging in:

Which is NOT a theory or model commonly used in collaboration with social marketing?

When a social marketing campaign encourages individuals to purchase a product, it is important not only that the product is bought, but also that is used correctly.

Both theory and research can and should be used in collaboration with social marketing.

Compared to commercial marketing, the benefits of social marketing tend to be shorter-term with more immediate gratification.

Which is NOT a principle of social marketing?

To improve contraceptive use, the Communication for Healthy Living program in Egypt targeted a range of family health behaviors among young married couples.

Social marketing campaigns may use an upstream or downstream approach to change.

The frequency of highly publicized behaviors, such as drinking on college campuses, is likely to be overestimated among college students.

A social marketing program is effective even if it only benefits the organization marketing the product.

The Uganda Health Marketing Group used social marketing to promote:

Describe how social marketing differs from commercial marketing. Include and explain at least three differences.

Targeting social norms is a common strategy used in:

Diffusion of Innovations and Social Cognitive Theory are two theories commonly used in collaboration with social marketing.

Social norms marketing can be used to:

The Scope of Health Behavior

Theory, Research, and Practice in Health Behavior

Ecological Models of Health Behavior

Health Belief Model Hbm

Theory of Reasoned Action, Theory of Planned Behavior, and the Integrated Behavior Model

The Transtheoretical Model Ttm and Stages of Change

How Individuals, Environments, and Health Behaviors Interact: Social Cognitive Theory

Social Support and Health

Social Networks and Health Behavior

Stress, Coping, Adaptation, and Health Behavior

Interpersonal Communication in Health and Illness

Improving Health Through Community Engagement, Community Organization, and Community Building

Implementation, Dissemination, and Diffusion of Public Health Interventions

Planning Models for Theory-Based Health Promotion Interventions

Behavioral Economics and Health

Filters