Chapter

Development

Rowena Merritt

in Social Marketing and Public Health

Published in print October 2009 | ISBN: 9780199550692
Published online February 2010 | e-ISBN: 9780191720413 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199550692.003.12
 Development

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This chapter discusses the second stage of the Total Process Planning (TPP) framework: development. By the time you reach the development stage you should have: an understanding of your target audience (the environment in which they live, what is important to them and what moves and motivates them); engaged with key stakeholders; completed a competition analysis; and produced a scoping report. During the developmental stage, you will use the findings set out in your scoping report to shape your social marketing intervention(s). As many of the most successful interventions take a multipronged approach, it is likely that the scoping report will point towards a variety of interventions.

Keywords: Total Process Planning; social marketing initiatives; marketing mix; pre-testing

Chapter.  7014 words. 

Subjects: Public Health and Epidemiology

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