Summer+2009+Section+08-PS+Week+8

Bloomberg results based approach Value = revenue & jobs NYC had unique assets Corporate partnerships American Legacy beyond the truth campaign. This anti-smoking campaign is one whose purpose is to expose the "truth" about smoking and its health hazards. They chose to target teenagers and young adults, the "MTV generation". Their ads were created to get people's attention while teaching them the truth about cigarettes and their ingredients and addictive nature. Triple cities investment
 * Marketing NYC [destination marketing] **

Plog's model shows that destinations appeal to specific types of people and follow a predictable pattern of growth and decline in popularity over time. A destination may start out as an unknown spot - it attracts the "venturer travelers." There may not be accommodations, restaurants or people that speak their language, but they seek out the untouched destination places. As people start to notice this place, it becomre more attractive to the "mid centric" type of travelers. There are now hotels and shops, the travel press has started to notice it it and there is rapid growth in the popularity. When chain restaurants and luxury hotels appear at a destination, it's growth is peaking and the destination starts to decline, appealing to the "dependable" travelers. These are people who seek less risky "controlled" adventure and go to places well established by crowds.
 * // Plog’s Destination study //** – destination curve [venturer >>>>>>dependable]

Though this is a model on destinations and their growth and popularity, I think the same chart plots the growth and decline of an eco system. Once a place is labeled a destination it's all over for that eco system and any sort of preservation it enjoyed. People ruin destinations with the development and commercialization of a place - it's a shame that our destinations follow this cyclical model that involve an inevitable decline. We think of the environmental impacts of tourism when the destination has already declined and become irreversably damaged.

I also think it's laughable that the first sign of decline is McDonalds and other fast food restaurants. Makes sense to me.

I do not believe that companies have an obligation to society, they have an obligation to be profitable. With that said I think it is in a company's best interest to promote behavior change for the social good. This should be something that a company wants to do not something that is forced upon them.
 * Should companies promote voluntary behavior change for social good? Do companies have an obligation to society?**

There are 2 different types of people: Those who, in most cases, value individual freedoms over the collective good and those who value the collective good over individual freedoms.
 * Do you agree with the following statement?: "Costs are borne by society, not just the individuals doing the behavior"**


 * Where is the best place for a condom ad? Are some places inappropriate?** No. If the side of the highway is okay for an anti abortion ad, shouldn't condoms get the same exposure? I think we decided that the best places may not be the most obvious ones b/c the use of a condom may be a pre-planned event, so bar urinals and beer bottles wouldn't work.

We discussed that the "best place" for a condom ad depends on your target audience. If your audience is a couple (either the man or the woman) who are trying NOT to get pregnant, and are using condoms to prevent a pregnancy, something like a magazine may be appropriate because they can read more about the condom and it's attributes. However, if your target audience is a guy who's thinking he's going to get lucky as he leaves the bar with a girl, a bar restroom or a bottle of beer may be completely appropriate. And if your target audience is //anyone who may want to use a condom//, then a billboard is probably a good choice, although perhaps not completely appropriate in the minds of mothers of small children.

Social prob>>>>old behavior>>>>new behavior>>>>social change WOM = Word of Mouth Positioning: Why is it hard to change behavior? Some behavior changes reduce pleasure while others are hard for some to achieve long term. Habits are hard to break and take time and effort, which are both difficult for most people.
 * American Legacy: Beyond the truth [social marketing] **


 * The four p’s**
 * Product** = behavior change
 * Promotion** = how and why behavior can change
 * Price**
 * Place**

- making a behavior against the law gives people an excuse not to do it. It also may encourage certain behaviors in youth. What am I offering to the person that I want to change their behavior? ** Social Marketing: Promote voluntary behavior change – offer benefits, reduce barriers, persuade people of the benefits to them individually.
 * Behavior Change Process: **
 * Everett **** Rodgers 1995 **
 * Robert Cialdini Important Book: Reciprocation – //cognitive dissonance// **
 * 6 weapons **

I saw this in the Body Shop and thought it was kind of interesting. MTV has their logo on some lip balm and I think the other logo is for some type of social cause, but I can't quite make it out. Sorry the picture is a little blurry.