Table 7 Social marketing components and elements
Social marketing components | Theory elements | Practice elements |
|---|---|---|
Product | Desired behavior targeted by SM. | • Increased walking generally |
• Participating in the PATH walks | ||
Price | The social, economic, and psychological and physical costs involved in achieving the product. | • Devoting time to walking; sacrificing time typically spent on other activities |
• Driving or securing transportation to the PATH walks | ||
• Expending mental and physical energy | ||
• Perceived threats of injury and to personal safety | ||
Place | The setting, community context, or distribution channels for the product. | • Community centers |
• Churches | ||
• Neighborhood walking path | ||
Promotion | All actions designed to make the audience aware of the product and its benefits. | • Distributing campaign themes through calendars, door hangers, and during walks |
• Grassroots strategies, Pride Strides | ||
• Local media involvement, newspaper articles | ||
Positioning | Framing the product so that the perceived benefits are maximized and the perceived costs are minimized. | • Distributing messages that brief walks positively affect health |
• Providing injury prevention exercises and information | ||
• Ensuring that off-duty police are available to support the program |