Definitions of Key Terms*
Throughout this course you will frequently encounter certain key terms used
in social marketing. Review the following definitions to familiarize yourself
with these terms:
Primary target audience:
Also called target audiences, a group of
individuals whose behavior needs to change to positively impact
the problem. They could be directly affected by the problem
themselves, or those
who can make policy or environmental changes (i.e., voting behavior, approval of policies).
Secondary audience:
A group of individuals who exert
influence on the primary target audience's behavior.
Formative research†:
Research conducted during the development of your
program to help you choose and describe a target
audience, understand the factors which influence their behavior, and
determine best ways to reach them. Also called
formative assessment, market research, consumer research, or audience
research.
A complete list of terms and their definitions can be found in the
glossary.
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