Application of the SMART Model in Two Successful Social Marketing Projects

Neiger, Ches Brad L.; Thackeray, Mph Rosemary

doi:10.1080/19325037.2002.10604747

Cited by 22 publications

(27 citation statements)

References 2 publications

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“…The present study was part of a broader mixed method study that utilized Social Marketing Assessment and Response Tool (SMART) and its seven stages consisting of preliminary planning; formative research including consumer analysis, market analysis, and channel analysis; developing interventions, materials, and pretesting; implementation; and evaluation (Neiger & Thackeray, 2002). This paper only reports part of the results of preliminary planning and the consumer analysis stage of this framework, which aims to provide better understanding about consumers' preferences towards different aspects of functional dairy products (4Ps of marketing mix) including price, place, product delivery methods, and ways to promote their use (Story et al, 2008) in Tehran, the capital of Iran.…”

Section: Methodsmentioning

confidence: 99%

Applying social marketing mix to identify consumers’ preferences towards functional dairy products in Iran

Bazhan

Kalantari

Keshavarz-Mohammadi

et al. 2018

NFS

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Applying social marketing mix to identify consumers' preferences towards functional dairy products in Iran Purpose-During the past few decades, production and marketing of functional foods has increased in many countries including Iran. Considering the fact that consumers' preferences play an important role in the success of marketing a product to increase consumption, this study was conducted in Iran to fill the knowledge gap in this regard. Design/methodology/approach-The theory of social marketing served as the framework of this study. Qualitative data were collected via eight semi-structured focus group discussions, between May and September 2014. Participants were 65 women (44 housewives and 21 employed women), aged 23-68 years, selected by purposeful sampling technique, considering maximum diversity. All focus group discussions were audio recorded and transcribed verbatim. Analysis of the qualitative content of the data was conducted using MAXQDA ® software. Findings-The findings showed that there were quite diverse preferences among studied women in regards to different aspects of a product and its social marketing strategies. The preferences towards functional dairy products were categorized in 4 main groups: (i) characteristics of products including sensory and non-sensory characteristics; (ii) price; (iii) place of the product supply; and (iv) promotion strategies of products categorized in three subgroups of informing and educating, advertising, and recommending. Originality/value-This study is the first study in this regard in Iran. Given the novelty of functional dairy products in the market, the diversity of preferences should be considered both in production of dairy foods and their promotion plans. This understanding can contribute to success of interventions to increase consumption of these products among consumers.

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Section: Methodsmentioning

confidence: 99%

Applying social marketing mix to identify consumers’ preferences towards functional dairy products in Iran

Bazhan

Kalantari

Keshavarz-Mohammadi

et al. 2018

NFS

View full text Add to dashboard Cite

show abstract

“…All of them have practical phases and researchers can design the intervention step by step. The SMART model is a social marketing planning model developed by Neiger in 1998 and is applied to some researches in the health field [13,14]. This model has seven phases as below:…”

Section: Planning Of Social Marketing Interventionsmentioning

confidence: 99%

Social Marketing for Health: Theoretical and Conceptual Considerations

Shams¹

2018

Selected Issues in Global Health Communications

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Marketing, besides education and enforcement, is a strategy to change behaviors. The most important question for commercial marketers is: "What can we do to persuade people to buy our products?" They try to use commercial marketing principles such as exchange theory, consumer orientation, competition, audience segmentation, and marketing mix, to influence customers and sell their products and services. Health is considered as an important market, and people have to pay tangible and intangible costs to buy health products, services, and behaviors. So, health professionals must know about marketing key concepts and designing programs to promote health products and changing health behavior. "Social marketing" is an approach to persuade people to accept ideas and attitudes, perform healthy behaviors, refer to health facilities, and receive health products. In this chapter, the theoretical considerations and practical steps for planning, implementing, and evaluating the interventions based on the social marketing approach will be discussed. At the end of the chapter, we will study four researches designed and implemented based on the social marketing model.

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“…Keeping view the social ramifications of diabetes, it makes sense to coopt social marketing as a strategic tool to help promote healthy diabetes care related behaviour. [ 13 ] This has been done, with mixed results, in relationship to nonpharmacological or lifestyle-related behaviors. Half a century after India reported the successful use of social marketing in public health, this editorial focuses on similar interventions that may be feasible and useful in helping timely initiation and intensification of insulin therapy.…”

Section: S Ocial M Arketing Of mentioning

confidence: 99%