Deck 15: Marketing Communications for Not-For-Profit Audiences: Social Marketing and Political Marketing

Question 1

Social marketing is:

A) A specific theory
B) A strategic process that draws on concepts and theories drawn from disciplines such as psychology, sociology, anthropology and communication as well as 'mainstream', i.e. commercial marketing
C) A process of communication between businesses and consumers
D) Only used by for-profit organisations

Answer 1

B

Question 2

Public Service Advertisements (PSA) are also termed:

A) Social advertising
B) Social media marketing
C) Social listening
D) Social marketing

Answer 2

A

Question 3

The eight social marketing benchmark criteria are the following:

A) Behaviour, Market Orientation, Theory, Insight, Exchange, Competition, Segmentation, Methods mix
B) Behaviour, Customer Orientation, Theory, Insight, Exchange, Competition, Segmentation, Methods mix
C) Behaviour, Market Orientation, Theory, Insight, Exchange, Competitive analysis, Segmentation, Methods mix
D) Behaviour, Customer Orientation, Theory, Insight, Exchange, Competition, Targeting, Methods mix

Answer 3

B

Question 4

Social advocacy is:

A) Marketing and lobbying activity by brands or organisations aimed at changing the perceptions or practices in relation to a brand or a product.
B) Activity by groups or organisations aimed at changing the perceptions or practices in relation to a social issue
C) Activity by groups or organisations aimed at changing the perceptions or practices in relation to a commercial brand.
D) Activity by individual consumers aimed at changing the perceptions or practices in relation to a commercial brand.

Question 5

Reactance is a person's resistance to and opposition to efforts to change a particular behaviour. True or false?

Question 6

OASIS, the campaign planning framework often used by governmental organisations, consists of the following steps:

A) Objectives, Actions, Situation, Insight, Strategy
B) Objectives, Actions, Strategy, Insight, Situation
C) Objectives, Audience Insight, Strategy, Implementation, Scoring
D) Objectives, Audience, Situational analysis, Implementation, Scoring

Question 7

The 'permanent campaign' refers to a situation in which the campaigning activity that secured the election of a politician or party, continues seamlessly into government.

Question 8

In the wider non-profit sector, but the social marketing sector in particular, campaign objectives frequently relate to less tangible outcomes such as attitude or behaviour change and this can prove challenging as these are much harder to manage and success is difficult to measure.

Question 9

Party Identification Theory suggests that:

A) Individuals identify with political parties that promote views similar to the views of individuals
B) Affiliation with a political brand can be used by individuals to support their identity and self-concept
C) Affiliation with a political brand is not used by individuals to support their identity and self-concept
D) Individuals rarely identify with political parties that promote views similar to the views of individuals

Question 10

Individuals often make choices as an outward expression of their self-concept or to reflect their affiliation to a particular social group when choosing political parties.