Marketing Social Change: A Comparative Historical and Methodological Analysis of Anti-Smoking Endeavors

Even though assessing social marketing endeavors proves to be challenging, evaluators can learn from previous campaigns and identify which facets of social marketing events, programs and campaigns need to be improved. Additionally, by analyzing social movements and evaluating how they connect to social marketing, we can gain a clearer view on ways to ameliorate the field of social marketing. As social marketing becomes increasingly sophisticated and similar to commercial marketing, there is hope that social marketing can yield higher rates of success in the future. Friend and Levy (2002) claimed that it was nearly impossible to compare social marketing endeavors using quantitative criteria and advocate the use of qualitative methods. However, if social marketing scholars developed a more systematic paradigm to assess events, programs and campaigns employing a combination of both quantitative and qualitative methods, then it would be easier to establish which social marketing efforts generated more success than others. When there are too many confounding variables, conclusions cannot always be drawn and evaluations may not be viewed as legitimate. As a result, critics become skeptical of social marketing’s value and both the importance and credibility of social marketing decline. With the establishment of proper criteria and evaluation methods, social marketing can progress and initiate more social change.

Feasibility of the Reintroduction of Wolves in Maine: a GIS Study

The eastern timber wolf (Canis lupus lycaon) once inhabited Maine, as well as the rest of the eastern United States and southern Canada. As a result of human land use and widespread extermination campaigns, wolf numbers dramatically decreased, and by the early twentieth century, no wolves remained in Maine. As large carnivorous and territorial mammals, wolves require contiguous undeveloped areas with abundant prey. This project is a feasibility study that identifies the areas in Maine that are suitable for the reintroduction of wolves. We used GIS modeling to identify contiguous forested areas over 1,000 km2, calculate road and population density, and map the presence or absence of prey throughout the state. These variables were combined in a habitat suitability model to determine the location and amount of suitable wolf habitat in Maine. The northwestern part of the state appears most suitable for wolf reintroduction as it is relatively undeveloped with low road and population densities. There is also a smaller isolated area in Washington County that might be suitable, but further investigation is required.