Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 9 : Principles of Social Marketing

Pretesting

It helps to know whether the material developed for social marketing generates the desired effect or not. By doing pre-testing one can accomplish

1. Ensure that the target audience comprehends the message that the social marketer wants to promote
   
2. Detect other interpretations of the message
   
3. Catches potentially costly mistakes
   
4. Final tuning of the messages
   
5. Making the messages more appealing
   
6. Can select one potential approach form several approaches
   

The parameters can adopt for pretesting can be

• Comprehensiveness of the product
• Relevance to the audience situation
• Noticeability by the audience
• Memorability by the audience
• Credibility in audience view
• Acceptability by the audience
• Attractiveness
• Knowledge, attitude and belief change occur among the audience
• Opinions regarding strong and weak points of the product.