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comm4253_chap8_2020.pptxAudience Insights
Chapter 8
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Applying Exchange Theory
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To influence behaviors among target audiences, it is critical they perceive benefits equal to or greater than perceived costs.
Exchange theory within the social marketing context differs from its use in the economic context:
Focuses on exchanges that may involve more than 2 parties
Applies to more than a simple exchange of money for tangible goods/services
Focuses on products that may be more symbolic or intangible
Applying Exchange Theory
Successful exchange requires identification of 5 elements.
Perceived barriers
Perceived benefits
Perceived motivators
Perceived competition
Perceived influential others
Identifying Barriers
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Questions to address to help determine barriers:
What concerns do they have?
What do they think they will have to give or give up?
Do they think they can do it?
Why haven’t they done it in the past, or on a regular basis?
Why did they quit doing it?
Realize barriers can be internal or external & real or perceived
Identifying Benefits
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Key question to answer:
What does the audience say is in it for them?
Benefits appealing to campaigners or campaign funders may not necessarily appeal to the target audience.
Campaigns are most effective when highlighting benefits relevant to the audience.
Desired Benefits for Target Audiences
Autonomy
Demonstrating competence
Sense of belonging (i.e., satisfies need for inclusion)
Provides us a sense of meaning or life purpose
Reflects self-identity
Provides justice for self or others
Elicits positive emotions or feelings
Cognitively economical
Potential Motivators
Refers to ideas that might make your target audience more likely to do the marketed behavior.
Specifically, consider if there are things that you could:
Say
Give
Show
Do for them
Identifying the Competition
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Any social campaign will need to identify and overcome several types of competition.
Sources of competition include:
Preferred alternative behaviors
Behaviors been doing forever
Organizations & groups promoting counter-behaviors
Identifying the Competition
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An alternative framework used by campaigners to determine competition highlights 4 sources:
Commercial counter-marketing
Social discouragement
Involuntary disinclinations
Apathy
Difficult to overcome these competitive forces within a campaign to influence behaviors.
Identifying Influential Others
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Social campaigns can more effectively appeal to their target audiences by identifying others they:
Listen to
Watch or model after
Look up to or admire
Campaigns targeting midstream audiences may work better than downstream audiences.
Two-step flow model offers a reasonable explanation
Formative Research for Audience Insights
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Formative research serves 3 critical functions for the campaign planner.
Understand audiences’ needs and preferences
Identify the most effective strategies or message approaches to reach the targeted audience
Decide on the best channels to use for distributing & placing campaign messages
A general model for conducting formative research is KAPB model.
1. Knowledge
2. Attitudes
3. Practices
4. Beliefs
Data Sources for Audience Insights
Literature and research
Discussions with peers and colleagues
Original research
