Table of Contents >
Chapter 45. Social Marketing of Successful Components of the ... >
Section 5. Promoting Awareness and Interest Through Communic... >
Promoting Awareness and Interest Through Communication |
Tools & Checklists | Contributed by Phil Rabinowitz Edited by Valerie Renault |
Checklist
Here you will find a checklist summarizing the main points of the section.
What is effective social marketing communication?
___ Your communication is two-way: your audience understands your message as you meant it.
___ Your communication is accessible.
___ Your communication is noticeable.
What are tools for reaching the target audience?
___ You carefully choose and mix the channels for your message.
___ You carefully consider visual and/or sound elements and the overall design of your message.
___ You choose appropriate spokespersons.
___ You link your message to themes and values familiar to the target audience.
How do you approach common barriers to effective social marketing communication ?
___ You recognize and know how to address each of the common barriers to effective social marketing communication:
___ Ignorance
___ Selective inattention
___ Selective inexposure
___ Principle
How do you develop effective messages?
___ You set up outcome-linked, measurable objectives for your communication strategy.
___ You develop messages that emerge from the target audience, recognizing message competition.
___ You select appropriate channels.
___ You develop different communications for different segments.
___ You pretest every message.
___ You integrate your communications program internally.
___ You integrate your communications program with everything else in the marketing mix.
___ You evaluate outcomes by your original criteria.
___ You repeat the process.