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 22: Evaluation Basics
The word evaluation often strikes fear in the hearts of program planners. However, with an understanding of why it is necessary and what it entails, you soon will see evaluation as an indispensable and not so daunting piece of a well-planned social marketing program.
Why Do Evaluation?
Increasingly, funders require that their grantees include an evaluation ...