COMM 131 Chapter Notes -Cell C
13 Apr 2013
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Document Summary
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. Since no personal benefits, must provide catalyst for change in a convenient way, ultimate benefit should be stressed, change is easy, convenience is key ex recycling. Similar to conventional marketing, communicate clear benefits, provide information, ensure tools available to make change easy ex protate cancer. Cost benefit extremely disadvantageous, reposition an initiative into cell c to find a way to show the target community a direct benefit, leverage enthusiasm of early adopters, try supply side persuasion ex reduce cfc production.
