Social Marketing

1. The role of the marketing environment is important for social marketing because:
   1. Individuals are influenced by their context
   2. Social marketing always changes the environment
   3. The environment is easier to change
   4. Governments have absolute control over the environment

 

1. Social marketing programs may include an upstream approach. Which of the following is an example of an upstream approach?

 

1. 1. An anti-smoking campaign showing the dangers of smoking
   2. A car-pooling system to encourage local residents to reduce car use
   3. Restricting access to drinking locations after midnight
   4. An AMA campaign with tips to help people buy healthier foods

 

1. Exchange theory focuses on the audience as a means to:
   1. Understand the consumer mindset to inform the target audience that they must behave according to policies developed by government
   2. Understand the consumer mindset and design an exchange offer and a behaviour (product) that appeals to the audience’s values
   3. Understand the government mindset and design an exchange offer and behaviour
   4. Understand the company mindset and design an exchange offer that appeals to the company’s pre-existing values

Social marketing relies on:

1. Voluntary exchange
2. Creating a relevant exchange offer
3. Influencing behaviour for sustained change
4. All of the above

Theory of Planned Behaviour emphasises the role of perceived behavioural control on behaviour. Which of the following would be most likely to increase perceived behavioural control?  

1. 1. Social Norms Theory
   2. Theory of Planned Behaviour
   3. Trial of a new public transport service
   4. Socialisation Theory

An example of social marketing competition that relates to a healthy eating context is:

1. Eating 5 serves of fruit and vegetables a day
2. Convenience of packaged foods & saturated fat snacks
3. KFC advertising and developing a new product offer of a new breadless chicken burger targeting males that is high in saturated fat and calories
4. B & C

Research is important in social marketing as it:

1. Generates insight into societal structural issues impacting the ‘why’ of behaviour
2. Generates insight into ‘consumers’ understanding of the issue under investigation
3. Builds an evidence base of the issue
4. All of the above

  Awareness is

1. The primary objective in social marketing interventions
2. Not measurable
3. Necessary but not usually sufficient of itself to change behaviour
4. Difficult to increase without substantial budgets

Exchange is

1. A transfer of something tangible or intangible, actual or symbolic, between two or more social actors
2. The transfer of money in return for something of perceived value
3. Exchanging a socially good behaviour for a socially bad behaviour
4. All of the above

 Anti-smoking legislation is an example of:

1. Upstream influence
2. Downstream influence
3. Ineffective government interference
4. None of the above