The purpose of this paper is for the student to gain an understanding of the elements of social marketing and how those elements are linked to strong public health campaigns.
Case Study Social Marketing Campaign Paper
The purpose of this paper is for the student to gain an understanding of the elements of social marketing and how those elements are linked to strong public health campaigns.
Course Outcomes
This assignment provides documentation of student ability to meet the following course outcomes:
CO 4: Explain how to use theories/models in the planning, implementation, evaluation, and cultural adaptation of public health programs intended to improve health at the local and national levels.
CO 5: Apply health communication concepts to methods and mediums for promoting health.
Requirements
The Case Study: Social Marketing Campaign Paper is worth 225 points and will be graded on quality of case-assessment, use of citations, use of Standard English grammar, sentence structure, and overall organization based on the required components as summarized in the directions and grading criteria/rubric.
Create your case study using Microsoft Word , which is the required format for all Chamberlain documents.
Follow the directions and grading criteria closely. Any questions about your essay may be posted under the Q & A Forum.
The length of the paper is to be no less than 4 pages and no greater than 7 pages excluding title page and reference pages.
APA format is required with both a title page and reference page. Use the required components of the review as Level 1 headings (upper and lower case, centered, boldface).
Note: Introduction—write an introduction, but do not use “Introduction” as a heading in accordance with the rules put forth in the Publication Manual of the American Psychological Association.
Preparing Your Case Study: Social Marketing Campaign
To complete this assignment, you must read and visit the following:
Website Address:
truth initiative. (2017). https://truthinitiative.org/about-us (Links to an external site.)
Other Resources:
truth. (2017). https://www.thetruth.com/about-truth (Links to an external site.)
Hicks, J. (2001). The Strategy Behind Florida’s “Truth” Campaign. Tobacco Control, 10, 3-5. Access article here (Links to an external site.).
Course Readings:
Farrelly, M. C., Healton, C. G., Davis, K. C., Messeri, P., Hersey, J. C., & Haviland, M. L. (2002). Getting to the truth®: evaluating national tobacco countermarketing campaigns. American Journal of Public Health, 92(6), 901-907. Access article here. (Links to an external site.)
Healton, C. (2001). Who’s Afraid of the Truth? American Journal of Public Health, 91(4), 554-558. Access article here. (Links to an external site.)
For the purpose of this paper:
Introduction: Describe the truth® campaign or a similar social marketing public health campaign. Include (a) Background (e.g., the tobacco problem in the United States, when the campaign was created, by whom the campaign is funded by, etc.); (b) Purpose (e.g., the campaign’s aims [be sure to explain counter-marketing]); and (c) Focus (e.g., the campaign’s target market profile).
Campaign objectives: Describe the campaign objectives. For example, what are the behavior objectives, knowledge objectives, and belief objectives?
Branding: What is the campaign brand? Explain the importance of branding when developing a public health campaign.
Describe the marketing mix strategies: Describe the 4 P’s: Product, Price, Place, and Promotion of social marketing; describe how the 4 P’s were used by the campaign and why each were critical for an effective campaign.
Evaluation: What evaluation tools were combined to assess the Campaign’s effectiveness? Explain why this is important.
Barriers: Describe the barriers to effective counter-marketing.
Conclusions: Given your research on this campaign, were the strategies used by the Campaign successful? Unsuccessful? What recommendations would you provide for future work?
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