Social marketing and advertising in the age of social media. ([2020])

• Record Type: Book
• Further Information: Note: Edited by Lukas Parker, School of Media and Communication, Australia, Linda Brennan, Professor of Advertising, School of Media and Communication, RMIT University, Australia.
• Editors: Parker, Lukas; Brennan, Linda
• 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.
• Publisher Details: Cheltenham, Gloucestershire : Northampton, Massachusettts Edward Elgar Publishing Limited
• Publication Date: 2020
• Extent: 1 online resource
• Subjects: 658.872; Social marketing; Internet marketing; Internet advertising; Social networks -- Computer network resources; Marketing social; Marketing sur Internet; Publicité sur Internet; Electronic books; Electronic books; Livres numériques
• Languages: English
• ISBNs: 9781786434678; 1786434679
• Notes: Note: Includes bibliographical references and index.; Note: Description based on online resource; title from digital title page (viewed on December 11, 2020).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.