Hands-On Social Marketing 2/e

Nedra Kline Weinreich is President of Weinreich Communications, a consulting firm that works with nonprofits and government agencies to help them bring about health and social change. Since 1992, she has developed social marketing and social media programs for clients such as the U.S. Centers for Disease Control and Prevention, U.S. Substance Abuse and Mental Health Services Administration, National Institute for Child Health and Human Development, National Minority AIDS Council, Population Services International, Loyola University of Chicago and many others. Prior to her work with Weinreich Communications, Nedra designed health education and communication programs for public and private organizations. She earned her master's degree in health and social behavior from the Harvard School of Public Health and teaches a course on social marketing at the UCLA School of Public Health. She offers in-person and online trainings via her Social Marketing University program, as well as customized workshops. Nedra lives in Los Angeles, California, with her husband Gil and children Ariel and Leora. Nedra would love to hear from you with your thoughts about the book. You can reach her at: Email: weinreich@social-marketing.com Web: www.social-marketing.com Spare Change Blog: www.social-marketing.com/blog/ Twitter: www.twitter.com/Nedra

Foreword Preface Acknowledgments Section I. What Is Social Marketing? Chapter 1 - Social Marketing Basics Chapter 2 - Not Just Business as Usual Chapter 3 - The Social Marketing Mix Chapter 4 - The Social Marketing Process Section II. Step 1: Analysis Chapter 5 - Research in the Social Marketing Process Chapter 6 - Analysis Chapter 7 - Conducting Formative Research Section III. Step 2: Strategy Development Chapter 8 - Segmenting the Target Audience Chapter 9 - Building the Social Marketing Strategy Section IV. Step 3: Program and Communication Design Chapter 10 - Influencing Behavior by Design Chapter 11 - Developing Effective Messages Chapter 12 - Identifying Appropriate Channels Chapter 13 - Producing Creative Communications Section V. Step 4: Pretesting Chapter 14 - Pretesting Principles Chapter 15 - Conducting the Pretest Chapter 16 - Using the Pretesting Results Section VI. Step 5: Implementation Chapter 17 - Developing an Implementation Plan Chapter 18 - Planning and Buying Traditional Media Chapter 19 - Engaging in Social Media Chapter 20 - Generating Publicity Chapter 21 - Monitoring Implementation Section VII. Step 6: Evaluation and Feedback Chapter 22 - Evaluation Basics Chapter 23 - Evaluation Design Chapter 24 - Evaluation Methods Chapter 25 - Using Feedback to Improve Your Program Appendix A: Social Marketing Resource List Appendix B: Sample Knowledge, Attitudes, and Behaviors Survey Appendix C: Sample Focus Group Recruitment Questionnaire Appendix D: Sample Focus Group Topic Guide Appendix E: Readability Testing Formula Index About the Author

"The text is very user-friendly, and helps students grasp concepts and content related to social marketing. The systematic approach is easy for students to follow. The worksheets are fantastic, and the exercises are easy to implement. It is an excellent post-course reference guide for students working in public health/health education." -- Michele Vancour