Spring+2010+Section+09-SS+Week+8

== Promotion Recap==
 * Interstituals (AMEX)
 * Locostituals (Snickers- "Substantialicious" - low cost but catchy)
 * Vivistituals (interactive art)
 * Psychostituals (Nike/Leroy Smith)
 * Sociostituals (facebook/Google)

Integrated Marketing Communications
"The New Rules of Marketing and PR", a new book by David Meerman Scott. talks about how social media channels can be used effectively to get attention. For a video of his keynote at the Business Marketing Association conference in June 2009, see [] Key theme is that you need to "unlearn" what you've learned about markeitng communications. Also includes great examples - i.e. marketing director for new Wizarding World of Harry Potter theme park in Orlando started by telling just 7 people (key bloggers) about the new park, and within 24 hours more than 350 million had heard about the new park.
 * Consistency of message and the complementary use of media
 * Consistency of brand imagery

Plog's (1974) Categories
All places eventually migrate from "Venturer" destinations (the most remote, wild, undeveloped areas for adventurer seekers) to "Dependable Psychocentric" (such as the RV owners who want to go to familiar places and find the same chain restaurants, etc. they already know)

Most destinations follow this general trend
 * 1) "Venturer" destinations - eg. Mt. Everest, top of Mt. Shasta, Splunking
 * 2) "Near-Venturer" destinations - the ideal step for tourism
 * 3) "Centric-Venturer" destinations - eg. McDonalds start moving in to these locations
 * 4) "Centric-Dependable" destinations - on the downhill side of the trend, more towards a city type destination
 * 5) "Near Dependable" destinations - multiple hotel chains start popping up in the area
 * 6) "Dependable" destinations - so much tourism that the RV crowd with their mobile palaces come in for visits

Marketing NYC (The Case for Class)
Makes a great statement that virtually anything can be marketed when your objectives and target markets are aligned. The name "New York City" carries a tremendous amount of value just by itself. By raising the awarenes of how this value can benefit various companies the city was able to generate new revenue streams, and enhance old ones. Good read for anyone wanting to see how creative marketing can not only add value but sometimes discover it.

Social Marketing
Process: promoting voluntary behavior change for social good. Why?
 * Offer benefits
 * Reduce barriers
 * Persuade (not merely inform)


 * Reduce the cost of undesirable behaviors
 * Costs are borne by society not just the individuals doing the behavior

The 4 P's: Addtional P's: Publics, Partnership, Policy, Purse Strings
 * Product - try to sell the benefits of your products over the competition
 * Price - position your products to reduce perceived cost (competition pricing, value-in-use pricing, dynamic pricing, penetration pricing, psychological pricing)
 * Place - try to reach people where they are making a purchase decision (at the check-out line in grocery store)
 * Promotion - motivate people to try and then continue the action/product

Stages of Change Model

 * Precontemplation - Not yet acknowledging there is a problem behavior that needs to be changed
 * Contemplation - Acknowledging the problem but not yet ready or sure of wanting to make the change
 * Preparation - Getting ready to change
 * Action - Changing behavior
 * Maintenance - Maintaining the behavioral change (or relapsing back to old behaviors)

Behavior Change Process

 * Precontemplation:** No intention to change behavior in the foreseeable future
 * Contemplation:** People aware that problem exists and thinking about changing but have not made commitment to take action.
 * Preparation:** Combines intention and behavioral criteria. Individuals intending to take action in next month.
 * Action:** Individuals modify behavior, experiences, or environment to overcome problems.
 * Maintenance: ** People work to prevent relapse and

Behavior Change Tips

 * Transactional/Exchange based
 * Segmentation
 * Be Specific
 * Tackle One Goal at a Time

Social Norming
Framing- the words you pick change the pictures in your mind. People don't want words, they want benefits.

Social Marketing (is not about Education)

 * Transactional/Exchange based
 * Segmentation

One huge example of Social marketing is that of //"the-truth"// campaign that was analyzed in class, which encompasses the following; > Legacy informs of the benefits of quiting smoking and persuades the masses to cease by offering facts about the harmful effects of smoking and provides resources for quitting smoking.
 * Offering benefits
 * Reducing barriers
 * Persuading

Social marketing applies commercial marketing principles to health and human service programs. =American Legacy: Beyond the truth Campaign=
 * Bottom Line: Behavior change for societal benefit—not profit.
 * Everything you do should be in the service of behavior change.


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