Social Marketing Case Study Example | Topics and Well Written Essays - 500 words

Social Marketing - Case Study Example One dealership employee shared the experience that it was not easy to persuade ATV riders who already practiced bad habits to stop them. Q8. Young ATV riders and particularly those of between 10 and 12 years of age were selected as the target audience. It was because the quantitative data and focus group participants identified them as having a dire need for safety messages. High rates of mortality and morbidity were experienced for children below 16 years. Q9. Goals are broader in scope than objectives and indicate general intentions that may not be measurable. Objectives are narrow in scope, concrete and measurable as they are set for particular tasks. Goals have a longer time frame while objectives are short term precise targets. Q11. Specific behavioral objectives: To ensure that the target audience knew how to handle an ATV, wore a helmet, ignored negative peer pressure, encouraged others to be safe, examined the driving environment, and enjoyed riding an ATV. Q13. Students distinctly remembered the following form the campaign; wearing proper riding gear and helmet, not riding on paved roads, not carrying a passenger while driving, driving the correct size machine, and others generally recalling that they should be safe. Q14. College-aged students were important in the formative research to help capture the actual experiences and beliefs of ATV riders to develop and implement an appropriate curriculum for the children. Kerry, B., Brandi N., and Maria B. (2012). Using Social Marketing Processes to Develop and Pilot-Test an Intervention for Pre-Teen All-Terrain Vehicle (ATV) Riders. Journal of Emergency Medicine, 60(4),