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.
Chapter 11: Developing Effective Messages
Developing Effective Messages
Social marketing messages are not just clever slogans but rather well-thought-out communications based on theory and research. To effectively change health and social behaviors, you will need to combine an understanding of behavior change with interpretation of your research results.
Theories of Behavior Change
To create messages that produce lasting positive effects on your target ...