Social marketing and advertising in the age of social media:
Saved in:
| Other Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Cheltenham, UK ; Northampton, MA, USA
Edward Elgar Publishing
[2020]
|
| Series: | New horizons in marketing series
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Physical Description: | xii, 180 Seiten Illustrationen, Diagramme |
| ISBN: | 9781786434661 |
Staff View
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| adam_text | Contents List offigures List oftables List of editors and contributors Acknowledgements 1 2 3 Reinforcing the ‘social’ in social marketing Lukas Parker and Linda Brennan So what is social marketing? What social marketing is not Book structure References Social marketing frameworks Linda Brennan, Lukas Parker and Ella Chorazy Approaches to social marketing Social marketing frameworks Social marketing and de-marketing strategies Systems thinking and behavioural ecological systems A targeted social marketing toolkit The types of social marketing activities undertaken at each level Conclusion References Social media mechanics and marketing strategy Dang Nguyen, Linda Brennan, Lukas Parker, Nhat Tram Phan-Le and Ella Chorazy Getting started: from social network sites to social media People power: how information spreads on social networks Experience and engagement: how social media function Conclusion References viii ix x xii 1 1 3 4 6 8 8 9 13 15 18 22 24 25 27 27 28 34 43 44
vi Social marketing and advertising in the age ofsocial media 4 5 6 7 The Four Es: ingredients for successful social advertising Linda Brennan, Lynn Poole, Phillip Morgan, Lukas Parker and Johanna E. Prasch Introduction Developing the Four Es of a social advertising toolkit Case 1 : NSW Health - ‘Safe Sex. No Regrets’ campaign Case 2: Cancer Institute NSW - ‘Breast Cancer: Early Detection is Vital’ Case 3: Sydney Water - voluntary water saving: ‘Every Drop Counts’ Conclusion References 47 The use of emotions in social marketing and social advertising Tej Pochun, Linda Brennan and Lukas Parker Introduction Definitions Types of affect Affect and its use in social marketing Negative emotions and social marketing Positive emotions and social marketing Conclusion References 69 Social marketing with fear, guilt and shame Linda Brennan, Tej Pochun and Lukas Parker Introduction Fear appeals in social marketing Guilt appeals in social marketing Shame appeals in social marketing Conclusion References 86 Positive emotions in social marketing and social advertising using humour Linda Brennan, Lukas Parker, Dang Nguyen and Tej Pochun Positive emotions in advertising Humour appeals and social advertising 47 48 52 58 60 62 63 69 69 74 78 81 82 82 82 86 87 91 94 96 96 102 102 105
Contents 8 9 II Conclusion References 115 115 Telling stories: the science of social media content John Dingeldei, Linda Brennan, Lukas Parker, Dang Nguyen and Ella Chorazy Introduction Storytelling is the foundation of a shared humanity Principles of storytelling Social media connects people to both a real and virtual world Social media is driven by content creation Social media storytelling techniques connect and persuade Social marketing and digital storytelling Conclusion References 120 Ethical challenges associated with social marketing communication Michaela Jackson Introduction: why a chapter on ethics and social marketing? That’s immoral! Criticising marketing communication practices Using marketing communication for good: the utilitarian defence Do the ends justify the means used in these campaigns? Dufy, behaviour, and codes of ethics Social media: opportunities and challenges for social marketers Examples highlighting the challenges and opportunities of social media for social marketers A timely opportunity for reflection Conclusion References Glossary Index 120 120 123 125 127 128 130 132 132 137 137 139 144 145 147 148 149 151 151 152 15 7 179
Contents List offigures List oftables List of editors and contributors Acknowledgements 1 2 3 Reinforcing the ‘social’ in social marketing Lukas Parker and Linda Brennan So what is social marketing? What social marketing is not Book structure References Social marketing frameworks Linda Brennan, Lukas Parker and Ella Chorazy Approaches to social marketing Social marketing frameworks Social marketing and de-marketing strategies Systems thinking and behavioural ecological systems A targeted social marketing toolkit The types of social marketing activities undertaken at each level Conclusion References Social media mechanics and marketing strategy Dang Nguyen, Linda Brennan, Lukas Parker, Nhat Tram Phan-Le and Ella Chorazy Getting started: from social network sites to social media People power: how information spreads on social networks Experience and engagement: how social media function Conclusion References viii ix x xii 1 1 3 4 6 8 8 9 13 15 18 22 24 25 27 27 28 34 43 44
vi Social marketing and advertising in the age ofsocial media 4 5 6 7 The Four Es: ingredients for successful social advertising Linda Brennan, Lynn Poole, Phillip Morgan, Lukas Parker and Johanna E. Prasch Introduction Developing the Four Es of a social advertising toolkit Case 1 : NSW Health - ‘Safe Sex. No Regrets’ campaign Case 2: Cancer Institute NSW - ‘Breast Cancer: Early Detection is Vital’ Case 3: Sydney Water - voluntary water saving: ‘Every Drop Counts’ Conclusion References 47 The use of emotions in social marketing and social advertising Tej Pochun, Linda Brennan and Lukas Parker Introduction Definitions Types of affect Affect and its use in social marketing Negative emotions and social marketing Positive emotions and social marketing Conclusion References 69 Social marketing with fear, guilt and shame Linda Brennan, Tej Pochun and Lukas Parker Introduction Fear appeals in social marketing Guilt appeals in social marketing Shame appeals in social marketing Conclusion References 86 Positive emotions in social marketing and social advertising using humour Linda Brennan, Lukas Parker, Dang Nguyen and Tej Pochun Positive emotions in advertising Humour appeals and social advertising 47 48 52 58 60 62 63 69 69 74 78 81 82 82 82 86 87 91 94 96 96 102 102 105
Contents 8 9 II Conclusion References 115 115 Telling stories: the science of social media content John Dingeldei, Linda Brennan, Lukas Parker, Dang Nguyen and Ella Chorazy Introduction Storytelling is the foundation of a shared humanity Principles of storytelling Social media connects people to both a real and virtual world Social media is driven by content creation Social media storytelling techniques connect and persuade Social marketing and digital storytelling Conclusion References 120 Ethical challenges associated with social marketing communication Michaela Jackson Introduction: why a chapter on ethics and social marketing? That’s immoral! Criticising marketing communication practices Using marketing communication for good: the utilitarian defence Do the ends justify the means used in these campaigns? Dufy, behaviour, and codes of ethics Social media: opportunities and challenges for social marketers Examples highlighting the challenges and opportunities of social media for social marketers A timely opportunity for reflection Conclusion References Glossary Index 120 120 123 125 127 128 130 132 132 137 137 139 144 145 147 148 149 151 151 152 15 7 179
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| adam_txt |
Contents List offigures List oftables List of editors and contributors Acknowledgements 1 2 3 Reinforcing the ‘social’ in social marketing Lukas Parker and Linda Brennan So what is social marketing? What social marketing is not Book structure References Social marketing frameworks Linda Brennan, Lukas Parker and Ella Chorazy Approaches to social marketing Social marketing frameworks Social marketing and de-marketing strategies Systems thinking and behavioural ecological systems A targeted social marketing toolkit The types of social marketing activities undertaken at each level Conclusion References Social media mechanics and marketing strategy Dang Nguyen, Linda Brennan, Lukas Parker, Nhat Tram Phan-Le and Ella Chorazy Getting started: from social network sites to social media People power: how information spreads on social networks Experience and engagement: how social media function Conclusion References viii ix x xii 1 1 3 4 6 8 8 9 13 15 18 22 24 25 27 27 28 34 43 44
vi Social marketing and advertising in the age ofsocial media 4 5 6 7 The Four Es: ingredients for successful social advertising Linda Brennan, Lynn Poole, Phillip Morgan, Lukas Parker and Johanna E. Prasch Introduction Developing the Four Es of a social advertising toolkit Case 1 : NSW Health - ‘Safe Sex. No Regrets’ campaign Case 2: Cancer Institute NSW - ‘Breast Cancer: Early Detection is Vital’ Case 3: Sydney Water - voluntary water saving: ‘Every Drop Counts’ Conclusion References 47 The use of emotions in social marketing and social advertising Tej Pochun, Linda Brennan and Lukas Parker Introduction Definitions Types of affect Affect and its use in social marketing Negative emotions and social marketing Positive emotions and social marketing Conclusion References 69 Social marketing with fear, guilt and shame Linda Brennan, Tej Pochun and Lukas Parker Introduction Fear appeals in social marketing Guilt appeals in social marketing Shame appeals in social marketing Conclusion References 86 Positive emotions in social marketing and social advertising using humour Linda Brennan, Lukas Parker, Dang Nguyen and Tej Pochun Positive emotions in advertising Humour appeals and social advertising 47 48 52 58 60 62 63 69 69 74 78 81 82 82 82 86 87 91 94 96 96 102 102 105
Contents 8 9 \ II Conclusion References 115 115 Telling stories: the science of social media content John Dingeldei, Linda Brennan, Lukas Parker, Dang Nguyen and Ella Chorazy Introduction Storytelling is the foundation of a shared humanity Principles of storytelling Social media connects people to both a real and virtual world Social media is driven by content creation Social media storytelling techniques connect and persuade Social marketing and digital storytelling Conclusion References 120 Ethical challenges associated with social marketing communication Michaela Jackson Introduction: why a chapter on ethics and social marketing? That’s immoral! Criticising marketing communication practices Using marketing communication for good: the utilitarian defence Do the ends justify the means used in these campaigns? Dufy, behaviour, and codes of ethics Social media: opportunities and challenges for social marketers Examples highlighting the challenges and opportunities of social media for social marketers A timely opportunity for reflection Conclusion References Glossary Index 120 120 123 125 127 128 130 132 132 137 137 139 144 145 147 148 149 151 151 152 15 7 179
Contents List offigures List oftables List of editors and contributors Acknowledgements 1 2 3 Reinforcing the ‘social’ in social marketing Lukas Parker and Linda Brennan So what is social marketing? What social marketing is not Book structure References Social marketing frameworks Linda Brennan, Lukas Parker and Ella Chorazy Approaches to social marketing Social marketing frameworks Social marketing and de-marketing strategies Systems thinking and behavioural ecological systems A targeted social marketing toolkit The types of social marketing activities undertaken at each level Conclusion References Social media mechanics and marketing strategy Dang Nguyen, Linda Brennan, Lukas Parker, Nhat Tram Phan-Le and Ella Chorazy Getting started: from social network sites to social media People power: how information spreads on social networks Experience and engagement: how social media function Conclusion References viii ix x xii 1 1 3 4 6 8 8 9 13 15 18 22 24 25 27 27 28 34 43 44
vi Social marketing and advertising in the age ofsocial media 4 5 6 7 The Four Es: ingredients for successful social advertising Linda Brennan, Lynn Poole, Phillip Morgan, Lukas Parker and Johanna E. Prasch Introduction Developing the Four Es of a social advertising toolkit Case 1 : NSW Health - ‘Safe Sex. No Regrets’ campaign Case 2: Cancer Institute NSW - ‘Breast Cancer: Early Detection is Vital’ Case 3: Sydney Water - voluntary water saving: ‘Every Drop Counts’ Conclusion References 47 The use of emotions in social marketing and social advertising Tej Pochun, Linda Brennan and Lukas Parker Introduction Definitions Types of affect Affect and its use in social marketing Negative emotions and social marketing Positive emotions and social marketing Conclusion References 69 Social marketing with fear, guilt and shame Linda Brennan, Tej Pochun and Lukas Parker Introduction Fear appeals in social marketing Guilt appeals in social marketing Shame appeals in social marketing Conclusion References 86 Positive emotions in social marketing and social advertising using humour Linda Brennan, Lukas Parker, Dang Nguyen and Tej Pochun Positive emotions in advertising Humour appeals and social advertising 47 48 52 58 60 62 63 69 69 74 78 81 82 82 82 86 87 91 94 96 96 102 102 105
Contents 8 9 \ II Conclusion References 115 115 Telling stories: the science of social media content John Dingeldei, Linda Brennan, Lukas Parker, Dang Nguyen and Ella Chorazy Introduction Storytelling is the foundation of a shared humanity Principles of storytelling Social media connects people to both a real and virtual world Social media is driven by content creation Social media storytelling techniques connect and persuade Social marketing and digital storytelling Conclusion References 120 Ethical challenges associated with social marketing communication Michaela Jackson Introduction: why a chapter on ethics and social marketing? That’s immoral! Criticising marketing communication practices Using marketing communication for good: the utilitarian defence Do the ends justify the means used in these campaigns? Dufy, behaviour, and codes of ethics Social media: opportunities and challenges for social marketers Examples highlighting the challenges and opportunities of social media for social marketers A timely opportunity for reflection Conclusion References Glossary Index 120 120 123 125 127 128 130 132 132 137 137 139 144 145 147 148 149 151 151 152 15 7 179 |
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| spelling | Social marketing and advertising in the age of social media edited by Lukas Parker (School of Media and Communication, RMIT University, Australia) and Linda Brennan (Professor of Advertising, School of Media and Communication, RMIT University, Australia) Cheltenham, UK ; Northampton, MA, USA Edward Elgar Publishing [2020] © 2020 xii, 180 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier New horizons in marketing series Soziale Software (DE-588)7550143-0 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Online-Marketing (DE-588)7706419-7 s Werbung (DE-588)4065541-6 s Soziale Software (DE-588)7550143-0 s b DE-604 Parker, Lukas 1977- (DE-588)1131901495 edt Brennan, Linda (DE-588)113190107X edt Erscheint auch als Online-Ausgabe 978-1-78643-467-8 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032474219&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032474219&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Social marketing and advertising in the age of social media |
| title_auth | Social marketing and advertising in the age of social media |
| title_exact_search | Social marketing and advertising in the age of social media |
| title_exact_search_txtP | Social marketing and advertising in the age of social media |
| title_full | Social marketing and advertising in the age of social media edited by Lukas Parker (School of Media and Communication, RMIT University, Australia) and Linda Brennan (Professor of Advertising, School of Media and Communication, RMIT University, Australia) |
| title_fullStr | Social marketing and advertising in the age of social media edited by Lukas Parker (School of Media and Communication, RMIT University, Australia) and Linda Brennan (Professor of Advertising, School of Media and Communication, RMIT University, Australia) |
| title_full_unstemmed | Social marketing and advertising in the age of social media edited by Lukas Parker (School of Media and Communication, RMIT University, Australia) and Linda Brennan (Professor of Advertising, School of Media and Communication, RMIT University, Australia) |
| title_short | Social marketing and advertising in the age of social media |
| title_sort | social marketing and advertising in the age of social media |
| topic | Soziale Software (DE-588)7550143-0 gnd Werbung (DE-588)4065541-6 gnd Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Soziale Software Werbung Online-Marketing Aufsatzsammlung |
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