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 14: Pretesting Principles
Pretesting will help you to know whether the materials you have developed will generate the effect you desire. This is an essential part of the social marketing process and is a hallmark of a well-designed program.
Pretesting might seem like an “extra”—nice to be able to do but not feasible given your time or budgetary constraints. But there ...