Chapter 5 - Step 2: Conduct SA, Review Prior Effects

Question 1

The microenvironment (PRISMIC)

Answer 1

Factors that are associated with the sponsoring organization for the campaign:

Past performance
Resources
Issue priority
Service delivery capabilities
Management support
Internal publics
Current alliances and partners

Question 2

The macroenvironment (PENDECT)

Answer 2

Forces the marketer has little or no control over, but have an influence on prio audience:

Political/legal forces
Economic forces
Natural forces
Demographic forces
External publics
Cultural forces
Technological forces

Question 3

What is the purpose for scanning external environments?

Answer 3

To discover opportunities
Visibility and resources

Question 4

Threats from scanning (as part of SWOT)

Answer 4

Understanding influences

eg: parents smoke in front of children

Question 5

Review prior efforts

Answer 5

Before starting marketing planning, looking at similar priori efforts and campaigns launched by others can reveal what worked well and what didn’t

Question 6

Exploratory research

Answer 6

Conducted to describe the marketplace relative to the social issue you are addressing
This process helps decide the purpose and the focus of social marketing plan

Question 7

Benefits of exploratory research

Answer 7

Assists in identifying SWOT
Includes literature reviews, key informant interviews, and queries on social marketing list serves

Question 8

Ethical considerations when choosing focus

Answer 8

Systems and structures embedded in society create ethical challenges for campaigns

eg: FHSA only beneficial to those who have the income to make use of it

Question 9

Unintended consequences of health communication campaigns (CODEDBOSSES)

Answer 9

Culpability
Obfuscation
Dissonance
Epidemic of apprehension
Desensitization
Boomerang
Opportunity cost
Social reproduction
Social norming
Enabling
System activation

Question 10

Obfuscation

Answer 10

Confusion and misunderstanding of health risk and risk prevention methods

Question 11

Dissonance

Answer 11

Psychological discomfort and distress provoked by the incongruence between the recommended health states and the audience’s actual states

Question 12

Boomerang

Answer 12

Reaction by an audience that is the opposite to the intended response of the persuasion message

Question 13

Epidemic of apprehension

Answer 13

Unnecessarily high consciousness and concern over health produced by the pervasiveness of risk messages over the long term

Question 14

Desensitization

Answer 14

Repeated exposure to messages about a health risk may over the long term render the public apathetic

Question 15

Culpability

Answer 15

The phenomenon of locating the causes of public health problems in the individual rather than in social conditions

Question 16

Opportunity cost

Answer 16

The choice of communication campaigns as the solution for a public health problem and the selection of certain health issues over others may diminish the probability of improving public health through other choices

Question 17

Social reproduction

Answer 17

The phenomenon in which campaigns reinforce existing social distributions of knowledge, attitudes and behaviours

Question 18

Social norming

Answer 18

Social cohesion and control accompanying marginalization of unhealthy minorities brought about by campaigns

Question 19

Enabling

Answer 19

Campaigns inadvertently improve the power of individuals and institution and promote the images and finances of industry