Step 4: Set behavior objectives and target goals essay paper

508 SOCIAL MARKETING

STEP 4: SET BEHAVIOR OBJECTIVES AND TARGET GOALS

Objectives

4.1 Behavior Objective: What, very specifically, do you want to influence your target audience to do result of this campaign or project (e.g., plant native plants)?

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4.2 Knowledge Objective: Is there anything you need them to know in order to act ( e.g., how to identify native plants at the nursery)?

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4:3 Belief Objective: Is there anything you need them to believe in order to act ( e.g., native plants can be beautiful and easier to maintain)?

Goals

4.4 What quantifiable, measurable goals are you targeting? Ideally, these are stated in tenns of behavior change ( e.g., increase in sales of native plants). Other potential target goals are campaign awareness, recall, and/or response and changes in knowl­ edge, belief, or behavior intent levels.

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Refer to Worksheet B on page 519 in this Appendix.

Step 4: Set behavior objectives and target goals essay paper