Smokers' Responses to Anti-Smoking Advertisements by Stage of Change

1999 ◽  
Vol 5 (2) ◽  
pp. 56-65 ◽  
Author(s):  
Robert J. Donovan ◽  
Susan Leivers ◽  
Leonard Hannaby
Keyword(s):  
Social Marketing ◽  
Stages Of Change ◽  
Public Service ◽  
Primary Component ◽  
Public Service Announcements ◽  
Core Element ◽  
Marketing Segmentation ◽  
The Social ◽  
Social Marketing Campaigns ◽  
Change Concept

Prochaska and DiClemente's stages of change concept has been readily adopted by health promoters and social marketers. These stages have been recommended as a segmentation variable in health promotion and social marketing campaigns, while a recent social marketing text proposes the Prochaska stages as a core element of the social marketing approach. For any marketing segmentation base to be meaningful, it must be shown that the different segments respond differentially to some aspects of the communication and marketing mixes directed at the segments. Hence the utility of the stages of change approach in social marketing is dependent on evidence that individuals in the various stages of change do respond differentially to elements of the social marketing mix. Given that information is the primary component of many social marketing campaigns, and that this information is often carried in the form of paid advertisements or public service announcements (PSAs), it would be useful to determine whether individuals in the different stages of change respond differentially to the same message, and hence require separate communications.

Analysis of Public Service Announcements on National Television, 2001–2006

2009 ◽  
Vol 15 (1) ◽  
pp. 49-69 ◽  
Author(s):  
Andrea Fuhrel-Forbis ◽  
P. Gayle Nadorff ◽  
Leslie B. Snyder
Keyword(s):  
Social Marketing ◽  
Public Service ◽  
Public Service Announcements ◽  
Comprehensive Analysis ◽  
Units Of Analysis ◽  
Sports Programs ◽  
Social Marketing Campaigns

Although public service announcements (PSAs) are used extensively in social marketing campaigns, few studies have examined the overall landscape of PSAs. This article presents a comprehensive analysis of all PSAs aired on national television from 2001–2006. Data are from an all-inclusive industry database. Units of analysis were the number of ads, estimated amount of airtime, and estimated dollar value of airtime. Over 183,000 PSAs aired on average each year from 2001–2006, estimated to be worth about $1.6 billion per year. PSAs represented 2% of advertisements on national television, with more (30.5%) PSAs airing overnight between 1:00 am and 5:00 am than at other times of the day, and more appearing in the fall than other times of the year. The most common topic of PSAs was health. Sports programs contained a smaller percentage of PSAs than other types of programs. The results can help policymakers ensure that PSAs air in sufficient quantity and at effective times, inform campaign decisions about allocation of funds and placements of PSAs, and point to the need to monitor PSAs for each campaign.

But I AM normal: safe? driving in Vietnam

2015 ◽  
Vol 5 (2) ◽  
pp. 105-124 ◽  
Author(s):  
Duong Trong Hue ◽  
Linda Brennan ◽  
Lukas Parker ◽  
Michael Florian
Keyword(s):  
Social Norms ◽  
Social Marketing ◽  
Social Dynamics ◽  
Adult Males ◽  
Injunctive Norms ◽  
Marketing Practice ◽  
Safe Driving ◽  
Content Type ◽  
The Social ◽  
Social Marketing Campaigns

Purpose – This paper aims to elucidate perceptions of safe driving and social norms in relation to driving motorbikes in the Vietnamese context. Design/methodology/approach – A series of focus groups was undertaken in relation to driving practices from a number of groups: adolescents, families and adult males and females. The discussion centred on how driving behaviours were socialised within the various groups. Findings – The research highlighted some very interesting social dynamics in relation to how safe driving habits are established and supported within the social context. In particular, the separation of descriptive and injunctive norms and the role such norms play in socialising driving behaviours, safe or otherwise. Practical implications – The implications for social marketing practice are considerable, especially in the Vietnamese context where injunctive norms are difficult to portray, given the dynamics of the media landscape. Social marketing campaigns will need to have a broader consideration of how to establish descriptive norms, bearing in mind the social milieu in which the behaviours occur. Originality/value – This research is the first of its kind in the Vietnamese context. While much practice-led innovation is occurring in the region, there is little extant research on the topic of social norms and the socialisation of behaviours within the Southeast Asian region.

scholarly journals Trust as catalyst for the organizational performance. A focus on a medium-size IT Romanian company

2017 ◽  
Vol 11 (1) ◽  
pp. 770-778
Author(s):  
Raluca Badea
Keyword(s):  
Social Capital ◽  
Organizational Performance ◽  
Quantitative Research ◽  
Social Economy ◽  
Primary Component ◽  
Medium Size ◽  
Core Element ◽  
The Social ◽  
The Individual ◽  
High Level

Abstract In an environment where the shift from knowledge to social economy forces the company to identify a new sustainable approach to attire, motivate and retain employees, partners and shareholders, social capital and its elements seem to be the key. The focus of the article is to prove the contribution that trust, in its entirety, as primary component of the social capital, has on the organizational performance of the company. The centric piece of the paper is based on a quantitative research conducted in a medium size IT company and it is designed to support the hypotheses per which a high level of trust will positively influence the overall business results. Regardless if it’s societal trust, market trust, relationship trust or selftrust, the respondents are requested to assess its multiple dimensions as these are translated into the company’s principles and values, the leaders’ strategy to improve the life of the shareholders, the company’s brands and their impact on the consumers, the relationship between individual and his/her peers and managers, as well as the individual’s aspirational behavior to be a trusted colleague/employee. Analyzing the results of the questionnaire, trust as core element of the social capital appears to be a main factor that drives the competitive advantage, designed to boost the employees’ energy, increase the sustainability for the company, irreversibly gain the confidence of stakeholders and eventually act a catalyst for the individual and organizational performance. The in-progress results of this paper represent significant key findings that trigger a more advance research, at a larger scale, by evaluating other companies, with similar employees’ profile to confirm the magnitude of this influence and convince the business leaders to continue supporting the creation and leverage of social capital in general and strive to generate, build and maintain trust as a must have asset.

The Social Marketing Campaign by Greenpeace Mediterranean Against Broiler Chicken Consumption

2018 ◽  
pp. 204-218
Author(s):  
B. Pınar Özdemir
Keyword(s):  
Social Marketing ◽  
Communication Technologies ◽  
Public Institutions ◽  
Problem Definition ◽  
Human Consumption ◽  
Animal Products ◽  
Social Marketing Campaign ◽  
The Social ◽  
The 1960S ◽  
Social Marketing Campaigns

Turkey's first encounter with social marketing began in the 1960s from which time the field has been dominated by public institutions, although during the 1990s non-governmental organisations started running some social marketing campaigns. This chapter analyses Turkey's first campaign concerning animal products for human consumption called “We Don't Swallow!” which was undertaken by an environmental non-governmental organisation (NGO) called Greenpeace Mediterranean. The campaign is analysed in terms of the basic concepts of social marketing (problem definition, objectives, exchange, competition, audience segmentation and marketing mix). An attempt is made to establish an understanding of how a NGO sought to affect its target audience's behaviour in relation to the origin of the meat they consumed. The chapter considers how “brand attack” works as a social marketing strategy and explores the possibilities that new communication technologies offer for social marketing.

Is it social marketing? The benchmarks meet the social marketing indicator

2016 ◽  
Vol 6 (1) ◽  
pp. 2-17 ◽  
Author(s):  
Dominic Wettstein ◽  
L. Suzanne Suggs
Keyword(s):  
Social Marketing ◽  
Empirical Test ◽  
Evidence Base ◽  
Health Campaigns ◽  
Conceptual Approach ◽  
Marketing Practice ◽  
Content Type ◽  
The Social ◽  
Social Marketing Campaigns ◽  
Current Practices

Purpose – This paper aims to describe the comparison of two tools in assessing social marketing campaigns. Design/methodology/approach – Using data collected from the campaign planners of 31 alcohol misuse prevention campaigns, two tools were compared; the Social Marketing Indicator (SMI) and Andreasen’s Benchmark Criteria. Findings – In the case of the benchmarks, 26 per cent of the campaigns fulfilled four or more criteria and no criterion was fulfilled by more than 70 per cent. The main differences between current practices and social marketing are the often-missing segmentation and an explicit exchange. The SMI found a lower degree of resemblance between current practices and social marketing. In this case, the major differences lie in the use of behavioral theory and the absence of an exchange. Research limitations/implications – The SMI allows a more precise description of an intervention. This represents an advantage, as a campaign’s resemblance to social marketing can be reported by directly pointing out the process steps that make the difference. This is important for understanding the research evidence base in social marketing. Practical implications – Although the benchmark criteria are based on a conceptual approach, the SMI is built around a core procedure. The SMI can thus help program planners from the onset of a project to make sure they do social marketing as it is defined. Originality/value – This is the first empirical test comparing a new tool against the well-established, frequently critiqued, Benchmark Criteria, in gauging “social marketing” practice in health campaigns.

scholarly journals INDONESIAN CULTURAL IDENTITY IN THE MESSAGE OF PUBLIC SERVICE ANNOUNCEMENTS FROM FILM SENSOR INSTITUTIONS 2014

2020 ◽  
Vol 5 (1) ◽  
pp. 1-30
Author(s):  
Agus Hermanto ◽  
Sa’diyah El Adawiyah
Keyword(s):  
Qualitative Research ◽  
Cultural Identity ◽  
Public Service ◽  
Film Industry ◽  
Traditional Culture ◽  
Public Service Announcements ◽  
Added Value ◽  
Technological Advancement ◽  
Film Sensor ◽  
The Social

This study aims to determine the Indonesian cultural identity, visual forms of identity, and the visual meaning of Indonesian cultural identity in the message of Public service announcements at television from Film Sensor Institutions in 2014. This study is a qualitative research of constructivism paradigm with semiotics analysts.The findings of this study show the diversity of cultural identity has the potential that can be developed to have more value and added value, both from the economic side as well as from the social and cultural side. That traditional culture can be side by side and synergize with the advancement of time and the advancement of existing technology, can advance Indonesian traditional culture and Indonesian traditional culture can help technological advancement. It also shows that the diversity of Indonesian culture can be one of the drivers in the advancement of the film industry in Indonesia and film becomes a promotional tool for Indonesian cultural diversity.

scholarly journals Indonesian Cultural Identity In The Message Of Public Service Announcements From Film Sensor Institutions 2014

2020 ◽  
Vol 5 (1) ◽  
pp. 1-24
Author(s):  
Agus Hermanto ◽  
Sa’diyah El Adawiyah
Keyword(s):  
Qualitative Research ◽  
Cultural Identity ◽  
Public Service ◽  
Film Industry ◽  
Traditional Culture ◽  
Public Service Announcements ◽  
Added Value ◽  
Technological Advancement ◽  
Film Sensor ◽  
The Social

This study aims to determine the Indonesian cultural identity, visual forms of identity, and the visual meaning of Indonesian cultural identity in the message of Public service announcements at television from Film Sensor Institutions in 2014. This study is a qualitative research of constructivism paradigm with semiotics analysts. The findings of this study show the diversity of cultural identity has the potential that can be developed to have more value and added value, both from the economic side as well as from the social and cultural side. That traditional culture can be side by side and synergize with the advancement of time and the advancement of existing technology, can advance Indonesian traditional culture and Indonesian traditional culture can help technological advancement. It also shows that the diversity of Indonesian culture can be one of the drivers in the advancement of the film industry in Indonesia and film becomes a promotional tool for Indonesian cultural diversity.

Eating disorder public service announcements

2016 ◽  
Vol 116 (5) ◽  
pp. 476-488 ◽  
Author(s):  
Irina A. Iles ◽  
Anita Atwell Seate ◽  
Leah Waks
Keyword(s):  
Mental Illness ◽  
Eating Disorder ◽  
Public Service ◽  
Public Service Announcements ◽  
Unintended Consequences ◽  
Mental Illness Stigma ◽  
Control Group ◽  
Theoretical Point ◽  
Content Type ◽  
The Social

Purpose – Previous studies have documented that exposure to stereotypical information about certain social groups leads to unfavorable perceptions and feelings toward that group. Integrating insights from the mental illness stigma and the social identity perspective literatures, the purpose of this paper is to explore the effects of eating disorder public service announcements (ED PSAs) that employ stigma formats through the lenses of the stereotype content model (SCM) and the Behaviors from Intergroup Affect and Stereotypes (BIAS) Map. Design/methodology/approach – The study followed an experimental control group design. Participants were exposed to either a stigmatizing or a non-stigmatizing PSA. Findings – Exposure to the stigmatizing PSA resulted in lower perceptions of warmth and competence being attributed to people who have an ED which further predicted greater feelings of contempt toward these individuals. The stigmatizing PSA also directly predicted greater feelings of contempt. Practical implications – The findings suggest that using stereotypes about EDs in PSAs aimed at preventing such diseases may elicit perceptions of low warmth and competence, further associated with increased feelings of contempt toward people who have an ED in healthy individuals. Social implications – The stereotyping effects of PSAs may reduce the social and emotional support that people with EDs receive and may exacerbate their emotional distress. Originality/value – From a theoretical point of view, these results extend the understanding of mental illness stereotypes from an intergroup, SCM and BIAS Map perspective as it applies to EDs. More importantly, this study draws attention to possible unintended consequences of PSAs, a matter that is rarely researched, but that can have severe implications.

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