This is the Homework Assignment Health Communication and Social Marketing in Public Health Practice Lab Assignment MPH 630 Homework 8
Worksheet: Communication and Social Marketing in Public Health Practice Lab Assignment
The Communication and Social Marketing in Public Health Practice Lab Assignment practice lab assignment (1) should be uploaded separately along with peer evaluations. Keep all original questions and reply to each sub-part separately.
Complete the below communication and social marketing in public health practice lab assignment worksheet for a public health problems of your choice based on what you have read in Resnick and Siegel (Chapter 6), 2013 and in Lee and Kotler (2016).
| a. Public Health Issue (1 pt) | Obesity |
| b. Current behavior (select something unhealthy for this assignment) (3 pts) | Overeating is the predominant cause of obesity, whereby the individual takes more than the required calorie count. |
| c. Possible replacement behavior(3 pts) | Healthy eating whereby the individual regulates their calorie intake with the consideration of the nutrition of the food they eat (Resnick & Siegel, 2013). |
| d. Benefits (of the replacement)(3 pts) |
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| e. Barriers (for the replacement)(3 pts) |
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| f. Does the replacement behavior have negative consequences in performing it?(3 pts) |
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| g. Describe whether the replacement behavior is compatible with sociocultural norms of acceptable practice(3 pts) | Healthy eating is very compatible with the contemporary culture of optimization of the overall individual wellness. Healthy nutrition is a critical part of modern society with the debate on the optimal diet plan, such as veganism and ketosis (Resnick & Siegel, 2013). |
| h. Does the replacement behavior require an unrealistic rate of frequency or duration?(3 pts) | Healthy eating is very realistic despite requiring consistency across the individual lifetime, especially when prone to obesity. |
| i. How similar is the replacement to the audience’s current behavior?(3 pts) | Food intake is the overarching factor between healthy eating and overeating. The difference is that the audience needs to be conscious of their food intake. |
3. Communication and Social Marketing in Public Health Practice Lab Assignment Five Short Answers
a. What are the five major steps in the marketing planning process?
- The overall analysis of the current situation and the mission of making change
- The consideration of potential marketing plans and how the marketing will help remedy the health issue
- The establishment of the marketing objectives and goals
- Market segmentation and the selection of audience of focus
- The design of the public health efforts
b. What common barriers to behavior change must marketers address?
- The negative demand for healthy behavior within the target audience
- Regulatory changes in health and other social issues
- Cultural conflict
- High cost
- A long time before the benefits are realized
c. Why is it important to assess motivation, opportunity, and ability before designing an intervention?
- It facilitates the determination of relevant skills and information
- The enhancement of resources and support
- Modification of barriers and access
- The optimization of the target behavior
- Increase the barriers to competing behaviors
d. Why does selecting goal behaviors similar to existing behaviors to increase the likelihood of an intervention’s success?
- The goal behaviors are more understandable
- The audiences wellbeing is not compromised
- Negative consequences are avoided
- Avoiding policy regulation
- The exploitation of cultural norms
e. How do pilot programs pose ethical dilemmas for marketers?
f. What is the difference between a goal and an objective?
- A goal is an outcome, while an objective is a means to the final objective
- A goal is broad, while an objective is more specific
- A goal can at the time not be measurable, while an objective has to be measurable
- A goal is long-term, while an objective is short-term
- A foal is what is to be achieved, while an objective is how it will be achieved
g. When should marketers plan evaluations?
h. Why is it important that marketers design an exchange that maximizes that target population’s self-interest?
i. Why is it important to segment an audience according to perceived benefits or barriers?
j. How can marketers increase a program’s sustainability?
4. Communication and Social Marketing in Public Health Practice Lab Assignment Question
In essay form (several paragraphs- reply thoroughly), describe what you learned from “Planning a Marketing Initiative to Reduce Alcohol-Related Motor Vehicle Fatalities” (appendix A in Resnick and Siegel) and be sure to also address how it pertains to Chapter 6 in Resnick and Siegel (2013). You can bring in other readings from social marketing as well but be sure to address how it relates to Resnick and Siegel’s Chapter 6. Be sure to reply thoroughly to this question in essay form. (20 points)
Appendix A in Resnick and Siegel was an ideal implementation of the social marketing strategies. One of the lessons I learned is that the issue of concern has to be the public health issue has to be very specific. In this case, it was the reduction of alcohol-related motor-vehicle fatalities. Thus, a public health issue is the unhealthy or irresponsible consumption of alcohol, while the fatalities are the consequences of this behavior (Resnick & Siegel, 2013). Additionally, the consultation of research literature in the issue provides the researcher with a better understanding of the relevant scientific facts.
In collaboration with what was addressed in Chapter 6, an analysis of the situation requires understanding the public health issue involves the confrontation of the individual audience member’s behavior and the overall cultural influence (Resnick & Siegel, 2013). Additionally, I learned that a focus on a particular audience could be based on the most affected demographic, thus optimizing the achievement of the target goals. In this case, the optimal demographic would be people aged between twenty-one and thirty-four years.
The behavior-benefit-barrier model for both the current and alternative behavior would be optimal in achieving the rectification of the public health issue. The objectives facilitate the achievement of the intended objective (Resnick & Siegel, 2013).
Communication and Social Marketing in Public Health Practice Lab Assignment References
Resnick, E. A., & Siegel, M. (2013). Marketing public health. Strategies to promote social change.
