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   Part M. Social Marketing and Institutionalization of the ... >
      Chapter 45. Social Marketing of Successful Components of the ... >
         Section 5. Promoting Awareness and Interest Through Communic... >
             Tools & Checklists - A checklist that summarizes the major points contained in the section. >

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.