Pub Date : 2018-07-06DOI: 10.4324/9781315805795-20
J. Flora, C. Schooler, Rosalind M. Pierson
{"title":"Effective Health Promotion Among Communities of Color: The Potential of Social Marketing","authors":"J. Flora, C. Schooler, Rosalind M. Pierson","doi":"10.4324/9781315805795-20","DOIUrl":"https://doi.org/10.4324/9781315805795-20","url":null,"abstract":"","PeriodicalId":85532,"journal":{"name":"Social marketing update","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81610728","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Useful Correlates of Pro-Environmental Behavior","authors":"Michael R. Swenson, W. Wells","doi":"10.4324/9781315805795-7","DOIUrl":"https://doi.org/10.4324/9781315805795-7","url":null,"abstract":"","PeriodicalId":85532,"journal":{"name":"Social marketing update","volume":"137 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86291019","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The root purpose of evaluating is to see what, if anything, can be done better than what is being done or was done. It is inherently practical. This chapter contends that, despite the very practical intent of evaluation efforts in social marketing, the evaluations designed and conducted are often not useful. At times, they stand in the way of evaluation efforts that would be useful. At times, summative evaluations—with the ran-domized controlled experiment as the gold standard—impede the development and management of social marketing programs. As a result, program results suffer from inappropriate evaluation-related actions or through the opportunity cost of missed program improvements. Social marketers should apply the kind of practical marketing research perspective and procedures that commercial marketers apply to their programs. Evaluations of social marketing programs are most useful if they are integrated into programs in an interactive, iterative, ongoing system. Successful evaluation provides program direction as relevant, accurate, timely, and cost-effective " feedforward " and feedback on program objectives, target audiences, processes, and results. It not only guides program improvements, but also communicates program value to outside authorities. It is decision-driven research for consumer-based programs. Meaningful evaluation research requires evaluators to become key program team members who raise and answer questions that will improve the program demonstrably (Balch & Sutton, 1995). This often contrasts with the practices of outside evaluators whose primary commitment is not to program success, but to passing verdicts on programs or to publishing in academic journals.
{"title":"Keep Me Posted: A Plea for Practical Evaluation","authors":"G. Balch, S. Sutton","doi":"10.4324/9781315805795-5","DOIUrl":"https://doi.org/10.4324/9781315805795-5","url":null,"abstract":"The root purpose of evaluating is to see what, if anything, can be done better than what is being done or was done. It is inherently practical. This chapter contends that, despite the very practical intent of evaluation efforts in social marketing, the evaluations designed and conducted are often not useful. At times, they stand in the way of evaluation efforts that would be useful. At times, summative evaluations—with the ran-domized controlled experiment as the gold standard—impede the development and management of social marketing programs. As a result, program results suffer from inappropriate evaluation-related actions or through the opportunity cost of missed program improvements. Social marketers should apply the kind of practical marketing research perspective and procedures that commercial marketers apply to their programs. Evaluations of social marketing programs are most useful if they are integrated into programs in an interactive, iterative, ongoing system. Successful evaluation provides program direction as relevant, accurate, timely, and cost-effective \" feedforward \" and feedback on program objectives, target audiences, processes, and results. It not only guides program improvements, but also communicates program value to outside authorities. It is decision-driven research for consumer-based programs. Meaningful evaluation research requires evaluators to become key program team members who raise and answer questions that will improve the program demonstrably (Balch & Sutton, 1995). This often contrasts with the practices of outside evaluators whose primary commitment is not to program success, but to passing verdicts on programs or to publishing in academic journals.","PeriodicalId":85532,"journal":{"name":"Social marketing update","volume":"37 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78054030","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-07-06DOI: 10.4324/9781315805795-14
L. Kozlowski, C. T. Sweeney
{"title":"Low Yield, Light, and Ultra Light Cigarettes: Let’s Understand the Product Before We Promote","authors":"L. Kozlowski, C. T. Sweeney","doi":"10.4324/9781315805795-14","DOIUrl":"https://doi.org/10.4324/9781315805795-14","url":null,"abstract":"","PeriodicalId":85532,"journal":{"name":"Social marketing update","volume":"28 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81812383","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Challenges for the Science and Practice of Social Marketing","authors":"A. Andreasen","doi":"10.4324/9781315805795-1","DOIUrl":"https://doi.org/10.4324/9781315805795-1","url":null,"abstract":"","PeriodicalId":85532,"journal":{"name":"Social marketing update","volume":"17 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87837554","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-07-06DOI: 10.4324/9781315805795-12
C. Pechmann
{"title":"Does Antismoking Advertising Combat Underage Smoking? A Review of Past Practices and Research","authors":"C. Pechmann","doi":"10.4324/9781315805795-12","DOIUrl":"https://doi.org/10.4324/9781315805795-12","url":null,"abstract":"","PeriodicalId":85532,"journal":{"name":"Social marketing update","volume":"24 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88043785","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Demographic and Lifestyle Data: A Practical Application to Stimulating Compliance with Mammography Guidelines Among Poor Women","authors":"Cynthia Currence","doi":"10.4324/9781315805795-8","DOIUrl":"https://doi.org/10.4324/9781315805795-8","url":null,"abstract":"","PeriodicalId":85532,"journal":{"name":"Social marketing update","volume":"6 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87388287","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
M. Fishbein, C. Guenther-Grey, W. Johnson, R. Wolitski, A. Mcalister, C. Rietmeijer, Kevin O'Reilly
{"title":"Using a Theory-Based Community Intervention to Reduce AIDS Risk Behaviors: The CDC’s AIDS Community Demonstration Projects","authors":"M. Fishbein, C. Guenther-Grey, W. Johnson, R. Wolitski, A. Mcalister, C. Rietmeijer, Kevin O'Reilly","doi":"10.4324/9781315805795-9","DOIUrl":"https://doi.org/10.4324/9781315805795-9","url":null,"abstract":"","PeriodicalId":85532,"journal":{"name":"Social marketing update","volume":"288 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-07-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76040261","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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