Question

Hi Thuku ready for another one. I will tip you greatly, thank you. Here are the instructions: SOCIAL MARKETING

INITIATIVE INSTRUCTIONS

You are required to submit a paper in which you present a hypothetical social marketing initiative. You are encouraged to use the information from Romas & Sharma Chapter 8 as a guide for successful social marketing concepts. Your paper should be 3–4 pages in length (not including the title page and reference page).

Each section should begin with the heading that is provided below in bold type:

Part 1
Clearly describe the population you wish to reach, the need you are attempting to target, and the product or resource you are attempting to sell.
•Identify your priority population. (Make sure to be very specific in your description of the demographics. Remember, it is much more feasible to target a smaller, measurable audience than a generalized population.)
•Identify the specific need you are trying to address and overcome. (You will need to provide data and information necessary to prove the urgency and/or importance of the health need you identify.)
•Describe the product, resource or service you are hypothetically planning to sell.
•Provide 1 peer-reviewed journal that supports your perception of the need. (You must describe how this article supports the need for the product you are hypothetically attempting to sell).

Please Note:
1.You are trying to “sell” this idea, so make sure to convince the reader of the urgency, importance and impact potential behind your idea.
2.50 points will be deducted off a student’s paper if they write about a service, resource or product which already exists. (The idea here is to come up with a concept which is new and innovative. So, look at the health needs around you and get creative.)


Part 2
Using the graph from p. 215 in your text, outline the 8 P’s of your health-related promotional effort. Make sure to provide adequate detail for each marketing item as outlined in Figure 8.2.


Part 3
Explain how you would use the Diffusion of Innovation concept to promote your idea.
•Identify and describe the people that you believe would be your early adopters. (These are the people in your priority population or corresponding community who would be the first to embrace your new concept.)
•Describe how you would reach laggards and encourage them to adopt the innovation. (Remember laggards are hesistant to embrace change. So, telling them they need to change or simply providing information about needed change is not typically an adequate means by which to foster change among this population.)
•Address at least 3 of the innovation characteristics from Table 9.1 and describe how you would address them in your marketing campaign.

The 8 P’s from the text Theoretical Foundations of Health Education and Health Promotion second edition in 2012 by Authors Manoj Sharma and John A. Romas. An example from table 8.2
Product – workout for 30 minutes per day
Price – overcoming costs, overcoming barriers
Place – home, workplace, community
Promotion – billboards, press release, walking club, health fair
Publics – primary audience, secondary audience
Partnerships – local not-for-profits, local health dept., local businesses, employers
Policy – work with employers for a 30-minute physical activity break
Purse strings – grant writing, donations from local businesses
Table 9.1 Innovation characteristics

Perceived relative advantage – the perception regarding how much better the new product, idea, or practice is than the one it will replace. How to modify? Increase the perception that the innovation is advantageous in monetary terms, social terms, or other respect.

Compatibility – the perception of the innovation’s consistency with the values, past experiences, and needs of potential adopters. How to modify? Make the idea consistent with the prevalent norms and values.

Complexity – the perception of the degree of difficulty in understanding and using the new idea, practice, or product. How to modify? Simplify the idea, practice, or product.

Demonstrability – the degree to which an innovation may be experimented with on a limited basis. How to modify? Provide an opportunity to try the idea, practice, or product either in small units or in total.

Clarity of results – the degree to which outcomes of an innovation are clearly visible. How to modify? Disseminate information on the results of the innovation and make it more visible.

Costs – the tangible and intangible expenses incurred in the adoption of a new idea, practice, or product. How to modify? Minimize costs as far as possible.

Reversibility – the ability and degree to which the status quo can be reinstated by ceasing to use the innovation. How to modify? Make innovations reversible.

Pervasiveness – the degree to which an innovation requires changes or adjustments by other elements in the social system. How to modify? Minimize changes in other parts.

Reinvention – the degree to which a potential adopter can adapt, refine, or modify the innovation to suit his or her needs. How to modify? Allow for modifications by the user.

Looking for a Similar Assignment? Order now and Get 10% Discount! Use Coupon Code "Newclient"