Module 7: Assessment - Case Study: Social Marketing Campaign Paper

Requirements

1. The  Case Study: Social Marketing Campaign Paper is worth 225 points and will be graded on quality of case-assessment, use of citations, use of Standard English grammar, sentence structure, and overall organization based on the required components as summarized in the directions and grading criteria/rubric.
2. Create your case study using Microsoft Word (a part of Microsoft Office), which is the required format for all Chamberlain documents. You can tell that the document is saved as a MS Word document because it will end in ".docx"
3. Follow the directions and grading criteria closely. Any questions about your essay may be posted under the Q & A Forum.
4. The length of the paper is to be no less than 4 pages and no greater than 7 pages excluding title page and reference pages.
5. APA format is required with both a title page and reference page. Use the required components of the review as Level 1 headings (upper and lower case, centered, boldface).

Note: Introduction—write an introduction, but do not use "Introduction" as a heading in accordance with the rules put forth in the Publication Manual of the American Psychological Association.

Preparing Your Case Study: Social Marketing Campaign

To complete this assignment, you must read and visit the following:

Website Address:

truth initiative. (2017). https://truthinitiative.org/about-us (Links to an external site.)

Other Resources:

truth. (2017). https://www.thetruth.com/about-truth (Links to an external site.)

Hicks, J. (2001). The Strategy Behind Florida's "Truth" Campaign. Tobacco Control, 10, 3-5. Access article here (Links to an external site.).

Course Readings:

Farrelly, M. C., Healton, C. G., Davis, K. C., Messeri, P., Hersey, J. C., & Haviland, M. L. (2002). Getting to the truth®: evaluating national tobacco countermarketing campaigns. American Journal of Public Health, 92(6), 901-907. Access article here. (Links to an external site.)

Healton, C. (2001). Who's Afraid of the Truth? American Journal of Public Health, 91(4), 554-558. Access article here. (Links to an external site.)

For the purpose of this paper:

1. Introduction: Describe the truth® campaign or a similar social marketing public health campaign. Include (a) Background (e.g., the tobacco problem in the United States, when the campaign was created, by whom the campaign is funded by, etc.); (b) Purpose (e.g., the campaign's aims [be sure to explain counter-marketing]); and (c) Focus (e.g., the campaign's target market profile).
2. Campaign objectives: Describe the campaign objectives. For example, what are the behavior objectives, knowledge objectives, and belief objectives?
3. Branding: What is the campaign brand? Explain the importance of branding when developing a public health campaign.
4. Describe the marketing mix strategies: Describe the 4 P's: Product, Price, Place, and Promotion of social marketing; describe how the 4 P's were used by the campaign and why each were critical for an effective campaign.
5. Evaluation: What evaluation tools were combined to assess the Campaign's effectiveness? Explain why this is important.
6. Barriers: Describe the barriers to effective counter-marketing.
7. Conclusions: Given your research on this campaign, were the strategies used by the Campaign successful? Unsuccessful? What recommendations would you provide for future work?