Exam 15: Social Marketing and Ethics

Pre-testing of social marcoms ads with a management judgment ad test is necessary in all cases.

"Go" and "no go" social marketing appeals can be used simultaneously.

Negative reinforcement, by definition, has the effect of decreasing behavior.

The T-C-B branding model is applicable to the positioning of social marketing brands.

In both social and commercial marcoms, lying by commission and lying by omission are both wrong according to utilitarian ethical theory.

Favorable brand switchers (vacillators) of bad behavior are those who are contemplating taking up the bad behavior or only engage in it occasionally.

Ethical theory combining deontological and teleological theories is a two-part principle, where truth is the primary standard but the truth can be overridden in a particular circumstance if telling the truth would result in substantial harmful consequences.

Gray's biological-trait theory predicts that anxious individuals will respond best to signals of reinforcement and impulsive individuals will respond best to signals of punishment.

Social marcoms can utilize punishment of bad behavior and reward of good behavior, depending on the two different personality traits, anxiety and impulsiveness.

The minimum effective frequency per advertising cycle (MEF/c) formula is applicable to social marcoms campaigns.

Leverage is used to choose between target audiences for social marcoms.

Print media are the best primary media for targeting problem behavers.

The Fishbein Extended Model states that social norms usually have very little influence on people's health and safety behaviors.

Social brand recognition campaigns conveying an informational brand attitude require high advertising frequency to be effective.

The first thing to do in planning a social marketing campaign is to construct a behavioral sequence models (BSM).

The most difficult target audience for social marketing campaigns is citizens who are brand loyals to good behavior (conformers).

The Fishbein Extended Model separates consequences into facilitators and deterrents.

Positive reinforcement is where the behavior is increased because it turns on an appetitive or rewarding consequence.

Social marketing covers two activities - de-marketing of "bad" products, services and behaviors, and the promotion of "good" products, services and behaviors.

Social marcoms campaigns overall have a much higher success rate than commercial marcoms campaigns.