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COMM 131 (63)

Online readings 131.docx

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Course Code
COMM 131
Ethan Pancer

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Do better at doing good -often social change marketing campaigns are largely remembered howveer they do not change behavior (ex underage drinking) -conventional marketing does not work here as benefits don’t outweigh the costs, there are no apparent rewards -Challenges: the target community opposes the change being advocated, the adoption costs often exceed the tangible benefits, early adopters stand to lose, the benefit only accrues when a large percentage of the target accepts Low cost Similar to conventional Since no personal benefits, must marketing, communicate clear benefits, provide provide catalyst for change in a information, convenient way, ultimate benefit ensure tools available to should be stressed, change is easy, make change easy ex protate convenience is key ex recycling cancer Tangible Intangible Social Benefits personal benefits Require push marketing, Cost benefit extremely disadvantageous, strong communication reposition an initiative into cell C to find a way to show the target community a direct compaigns, intensive benefit, leverage enthusiasm of early support system at the adopters, try supply side persuasion ex community level, clear reduce CFC production direct benefits but change is difficult ex smoking High cost Influence social and cultural attitudes since they have to do
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