Using social marketing to develop policy, strategy, and operational synergy

Looking back and moving forwards: An agenda for social marketing research

“…Others have articulated similar aspects or elements of social marketing (LeFebvre and Flora, 1988; Walsh et al, 1993) which have great similarity but different emphasis on consumer orientation and evaluation. French and Blair-Stevens (2005) adapted Andreasen’s (2002) criteria in order to set down national guidelines in the UK. Their social marketing benchmarks extend to a total of eight benchmark criteria offering two additional benchmark criteria for social marketers to adopt.…”

“…However, evaluation is not included in Andreasen’s (2002) framework. French and Blair-Stevens (2005) also stress the criticality of planning, review and evaluation but consider evaluation or planning and review as universally important to all interventions, while the social marketing benchmark criteria proposed are distinguishing features of social marketing. Certainly evaluation is vital for funding bodies and governments to determine whether interventions are successful, and calculations of return on investment (ROI) are clearly necessary to demonstrate the case for continued support of programs (Lee, 2011).…”

“…Over the past 40 years as the discipline of social marketing has grown and evolved a range of frameworks outlining the series of activities that constitute social marketing have been put forward (examples include Andreasen, 2002; French and Blair-Stevens, 2005; Lefebvre and Flora, 1988; Robinson-Maynard et al, 2013; Walsh et al, 1993). None of the social marketing frameworks proposed have been empirically validated.…”

Littering Reduction

“…Recent research indicates that behavior change is more likely when more of Andreasen’s (2002) six components are applied (Carins & Rundle-Thiele, 2014). Theory inclusion in the development of behavior change programs has also been identified as an important element for successful programs (Truong, 2014) and the National Social Marketing Centre (NSMC; French & Blair-Stevens, 2005), who extended Andresean’s (2002) six social marketing components added theory as a component. Therefore, this study includes Andreasen’s (2002) six components along with the NSMC’s (French & Blair-Stevens, 2005) theory component extending the social marketing scorecard applied in earlier studies (e.g., see Carins & Rundle-Thiele, 2014; Kubacki, Rundle-Thiele, Pang, & Buyucek, 2015).…”

“…Theory inclusion in the development of behavior change programs has also been identified as an important element for successful programs (Truong, 2014) and the National Social Marketing Centre (NSMC; French & Blair-Stevens, 2005), who extended Andresean’s (2002) six social marketing components added theory as a component. Therefore, this study includes Andreasen’s (2002) six components along with the NSMC’s (French & Blair-Stevens, 2005) theory component extending the social marketing scorecard applied in earlier studies (e.g., see Carins & Rundle-Thiele, 2014; Kubacki, Rundle-Thiele, Pang, & Buyucek, 2015). A scorecard of recent interventions aiming to reduce littering may assist future researchers to understand how social marketing components can be applied and in turn how intervention effectiveness may be enhanced.…”