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 13: Producing Creative Communications
Producing Creative Communications
Using the messages you designed in Chapter 11, you will now develop the elements of your creative strategy into the finished communications that will run on the channels selected in Chapter 12. You will draft them to a point where you can pretest them with members of your target audience, then put the materials into final ...