Social Marketing module

• Glossary

  Actual Product
  The desired behaviour.

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  Augmented Product
  Refers to any additional objects/services that will be included and promoted to the target audience

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  Core Product
  What is highlighted in a social marketing campaign, it outlines what benefits the audience can expect from performing the targeted behaviour

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  Placement
  Where the target audience will be encouraged to perform the desired behaviour

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  Price
  what the target audience will “pay” for adopting the target behaviour

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  Promotion
  Determines what the key messages are, selecting appropriate messengers and formats for communication, creates communication elements and implements communications

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  Social Marketing
  The systematic application of marketing, alongside other concepts and techniques to achieve specific behavioural goals, for a social good

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