Deck 15: Social Marketing in Public Health

Question 1

In a smoking cessation social marketing campaign, the product would be choose the best answer):
a. Cigarettes
b. Nicotine patches
c. "Truth" ads
d. Smoking cessation

Answer 1

Smoking cessation

Question 2

The use of focus groups to find out how people feel about a health practice illustrates which of the following aspect of social marketing?
a. Formative research
b. Audience segmentation
c. Product benefits
d. Social marketing plan

Answer 2

Formative research

Question 3

In social marketing programs, targeting a program to defined groups is called ___________.
a. Consumer orientation
b. Strategy development
c. Audience analysis
d. Audience segmentation

Answer 3

Audience segmentation

Question 4

In a campaign to promote use of bicycle helmets among children, broadcasting ads during children's TV programs represents which of the 4 P's of social marketing?
a. Product
b. Place
c. Promotion
d. Price

Question 5

In a social marketing campaign to promote breastfeeding, planners identify three target groups. This illustrates which component of social marketing?
a. Consumer orientation
b. Audience segmentation
c. Audience analysis
d. Exchange theory

Question 6

Formative research on breastfeeding promotion finds that women report concerns about feeling embarrassed about having to breastfeed in public places. The promotion strategy must somehow overcome this concern. In this case embarrassment represents which of the following?
a. Price
b. Place
c. Product
d. Promotion