Social marketing and advertising in the age of social media
edited by Lukas Parker (School of Media and Communication) and Linda Brennan (Professor of Advertising, School of Media and Communication, RMIT University, Australia)
Contents: 1 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 -- The Four Es: ingredients for successful social advertising / Linda Brennan, Lynn Poole, Phillip Morgan, Lukas Parker and Johanna 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 -- 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 -- 6 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 -- 7 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 -- Conclusion -- References -- 8 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 -- 9 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? -- Duty, 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 -- Concluding remarks -- References -- Glossary -- Index.