• Summary
  • Contents
  • Subject index

The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.

Step 4: Pretesting
Step 4: Pretesting

Section Overview

If a tree falls in the forest but nobody is there to hear, did it make a sound? Likewise, if you conduct a campaign but the target audience members do not understand or notice, does it make a sound? Of course, you hear it because you are ...

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