Question: Which of the following is the first step in the social marketing process?
A Selecting the target audience
B Setting objectives and goals
C Determining the focus of the program
D Designing the market offering
Answer: Selecting the target audience
| Steps in Social Marketing Process | Description | |
| 1. | Selecting the target audience | · Identify the specific group or demographic the social marketing campaign aims to influence.
· Understand their characteristics, behaviors and needs. |
| 2. | Setting Objectives and goals | · Define clear and measurable goals for the campaign.
· These goals should align with the desired social change or behavior. |
| 3. | Determining the focus of the program | · Decide on the primary issue, behavior or social change that the campaign aims to address or promote. |
| 4. | Designing the market offering | · Develop the product, service, or message that will be promoted to the target audience. |
| 5. | Conducting market research | · Gather data and insights about the target audience and their perceptions, barriers and motivators. |
| 6. | Crafting messages and communication | · Develop persuasive and culturally appropriate messages and communication strategies to engage the audience. |
| 7. | Selecting communication channels | · Choose the most effective channels e.g., social media, traditional media, community events for delivering messages to the target audience. |
| 8. | Budgeting and Resource Allocation | · Determine the budget and allocate resources for the campaign. |
| 9. | Implementing the Campaign | · Launch the campaign by executing the planned strategies and activities. |
| 10. | Monitoring and Evaluation | · Continuously assess the campaign’s progress and impact and make adjustments as necessary. |
| 11. | Sustainability and Scale-Up | · Plan for the long-term sustainability of the campaign and consider scaling it up for a broader impact. |
| 12. | Reporting and Documentation | · Document the campaign’s results and learnings to inform future social marketing efforts. |