Examen Social marketing

QUESTION 1 1. Check the campaign from Boston here: https://www.youtube.com/watch?v=vmO3UHJBtmY if you can't click

it, copy the link in your browser.

We discussed several basic features of social marketing campaigns. Select one of these features in which this

Boston campaign may be rather weak according to you. First explain why you think this campaign is weak on

this feature and compare this feature of this campaign to your own campaign (question 2). QUESTION 2

1. Social Marketing often addresses system 1 and system 2 processes. Which of these two systems dominates in

this campaign? If you want, you can focus on a certain segment to answer the question. Could you improve the

campaign based on this framework?

QUESTION 3

1. Choose one of the following questions

1. Do you see opportunities for social innovation in this setting?

2. What ethical considerations should be made in the context of this campaign?

Please start your reply with 1 or 2 to indicate which one you chose.

Question 4-6: own exam question

QUESTION 7 1. We discussed the pre-exposure effect in the session about healthy eating (e.g. Geyskens et al. 2008). Do you

think the pre-exposure procedure (where consumers are exposed to tempting food in the context of a task which

prevents them from eating, which then often results in reduced consumption afterwards) could be adapted to help

solve your problem, or could be integrated in the current solution you provide? Pick one of the cases that applies to you from the three below and start your answer accordingly with 1, 2, or 3.

QUESTION 8

1. Consider the possibility to join forces with a social innovation initiative to solve your problem (question 2).

Think of a social innovation that could be integrated to implement your solution. Elaborate on one of the "four

P's" that would change if you join forces with a social innovator, or argue why you think such a collaboration

would not affect any of the P's. (If you already elaborated on a social innovation in your solution in question 2,

please consider an alternative option).