This action might not be possible to undo. Are you sure you want to continue?
From Wikipedia, the free encyclopedia
Not to be confused with societal marketing or social media marketing.
Brand management Account-based marketing
Marketing operations Social marketing
Identity Promotional contents Advertising Branding Underwriting spot Direct marketing Personal sales Product placement Publicity Sales promotion Sex in advertising Loyalty marketing Mobile marketing Premiums Prizes Corporate anniversary On Hold Messaging Promotional media Printing Publication Broadcasting .
Although "social marketing" is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals. along with other concepts and techniques. The primary aim of social marketing is "social good". this is an oversimplification. including commercial and public sector marketing approaches. follow speed limits. Increasingly. while in "commercial marketing" the aim is primarily "financial". social marketing is being described as having "two parents"—a "social parent". . and a "marketing parent". Social marketing can be applied to promote merit goods. including social science and social policy approaches. or not to smoke in public. or to make a society avoid demerit goods and thus promote society's well being as a whole. This does not mean that commercial marketers can not contribute to achievement of social good.Out-of-home advertising Internet Point of sale Merchandise Digital marketing In-game advertising Product demonstration Word-of-mouth Brand ambassador Drip marketing Visual merchandising V T E Social marketing is the systematic application of marketing. Examples of social marketing include the use of campaigns to encourage people use seat belts. to achieve specific behavioral goals for a social good.
injury prevention. a national family planning program that included high quality condoms with a government trademark be distributed and sold throughout the country at a low cost. ecosystem and species conservation. that an intense consumer advertising campaign be run with active and open promotion at the point of sale. financial literacy. patient-centered health care. global threats of antibiotic resistance. transportation demand management. India. The authors proposed. marine conservation and ocean sustainability. point-of-use water sanitation methods and the provision of basic health services. water treatment systems and youth gambling problems. Health promotion campaigns began applying social marketing in practice in the 1980s. Notable early developments also took place in Australia. landowner education. the use of social marketing expanded to HIV prevention. In the United States. malaria control and treatment. The National High Blood Pressure Education Program  and the community heart disease prevention studies in Pawtucket. environmental issues. . These included the Victoria Cancer Council developing its anti-tobacco campaign "Quit" (1988) and "SunSmart" (1988). reducing health disparities. development of volunteer or indigenous workforces. and subsequently implemented. control of childhood diarrhea (through the use of oral rehydration therapies). among other social needs (See ). the field has rapidly expanded around the world to include active living communities. disaster preparedness and response. that retailers be trained to sell the product aggressively. government corruption. sustainable consumption. its campaign against skin cancer which had the slogan "Slip! Slop! Slap!" Since the 1980s. sanitation demand. Rhode Island and at Stanford University  demonstrated the effectiveness of the approach to address population-based risk factor behavior change.Contents [hide] 1 Applications 2 Types 3 Confusion 4 History 5 See also 6 References 7 Further reading 8 External links Applications[edit source] The first documented evidence of the deliberate use of marketing to address a social issue was by the Indian Institute of Management in Calcutta. In developing countries. and that a new organization be created with the responsibility of implementing the program. improving the quality of health care.
as socially unacceptable. have been less effective in other parts of the world such as China. New Zealand and the UK. Publications such as "Choosing Health" in 2004. In India. A variation of social marketing has emerged as a systematic way to foster more sustainable behavior.On a wider front. by 2007. social diffusion. the US national health objectives  included increasing the number of state health departments that report using social marketing in health promotion and disease prevention programs and increasing the number of schools of public health that offer courses and workforce development activities in social marketing. government in the United Kingdom announced the development of its first social marketing strategy for all aspects of health. One of the most notable isPeople for the Ethical Treatment of Animals (PETA) which for many years has waged social marketing campaigns against the use of natural fur products. including energy conservation. feedback and incentives (to change behavior). For example. Social marketing theory and practice has been progressed in several countries such as the US. AIDS controlling programs are largely using social marketing and social workers are largely working for it.S. Other social marketing can be aimed at products deemed. represent steps to achieve a strategic and operational use of social marketing. "It's our health!" in 2006 and "Health Challenge England" in 2006. The campaigns' efficacy has been subject to dispute. and in the latter a number of key government policy papers have adopted a strategic social marketing approach. In 2010. CBSM uses tools and findings from social psychology to discover the perceived barriers to behavior change and ways of overcoming these barriers. at least by proponents. the Washington D. Not all social marketing campaigns are effective everywhere. Realizing that simply providing information is usually not sufficient to initiate behavior change. anti-smoking campaigns such as World No Tobacco Daywhile being successful (in concert with government tobacco controls) in curbing the demand for tobacco products in North America and in parts of Europe.S. Canada. prompts. India and Russia. The tools of CBSM have been used to foster sustainable behavior in many areas. Two other public health applications include the CDC's CDCynergy training and software application  and SMART (Social Marketing and Assessment Response Tool) in the U. Referred to as community-based social marketing (CBSM) by Canadian environmental psychologist Doug McKenzieMohr. Most of the social workers are professionally trained for this task. CBSM strives to change the behavior of communities to reduce their impact on the environment.-based organization "Men Can Stop Rape" anti-rape movement have successfully used social marketing in posters and other media targeting a rape-prevention message at boys and young men. Among the tools and techniques used by CBSM are focus groups and surveys (to discover barriers) and commitments. Australia. environmental regulation  and recycling. (See also: Prevalence of tobacco consumption) . In the U.C. social norms.
Despite protests from the social marketing communities over the hijacking[unbalanced opinion] of the term. health. It can therefore be considered social marketing. sustainability. It is sometimes felt that social marketing is restricted to a particular spectrum of client—the non-profit organization.g. recycling. but the goal of inducing social change is not restricted to governmental or non-profit charitable organizations. social marketing uses commercial marketing theories. Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organizational aims. Social marketers—dealing with goals such as reducing cigarette smoking or encouraging condom use—have more difficult goals: to make potentially difficult and long-term behavioral change in target populations.Types[edit source] Social marketing uses the benefits of doing social good to secure and maintain customer engagement. Confusion[edit source] In 2006. Another similar but different marketing approach is holistic marketing . tools and techniques to social issues. etc. with which it aims to enable website owners to profit from social media. A campaign that promotes and reminds people to get regular check-ups and all of their vaccinations when they're supposed to encourages a long-term behavior change that benefits society. For example. it may be argued that corporate public relations efforts such as funding for the arts are an example of social marketing. Social marketing should not be confused with the societal marketing concept which was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. A commercial marketer selling a product may only seek to influence a buyer to make a product purchase. Jupiter stuck with the name. These often are the clients of social marketing agencies. However. Not all public sector and not-for-profit marketing is social marketing. and it is not a secondary outcome.). the health services group. the government agency. a 3-month marketing campaign to encourage people to get a H1N1 vaccine is more tactical in nature and should not be considered social marketing.. Jupiter's approach is more correctly (and commonly) referred to as social media optimization. In social marketing the distinguishing feature is therefore its "primary focus on social good. Jupitermedia announced its "Social Marketing" service. As the dividing lines are rarely clear it is important not to confuse social marketing with commercial marketing. This can be very important but should not be confused with social marketing where the focus is on achieving specific behavioral goals with specific audiences in relation to topics relevant to social good (e. In contrast to that. Social marketing applies a "customer oriented" approach and uses the concepts and tools used by commercial marketers in pursuit of social goals like anti-smoking campaigns or fund raising for NGOs.
A consumer orientation to realize organizational (social) goals 2. thus identifying social marketing (though he did not label it as such) as a discipline unique from commodity marketing." They conclude that "social marketing appears to represent a bridging mechanism which links the behavior scientist's knowledge of human behavior with the socially useful implementation of what that knowledge allows. pricing. They noted that there was a need for "large scale.D. behavior change focused programs" to improve public health (the community wide prevention of cardiovascular diseases in their respective projects) and outlined eight essential components of social marketing that still hold today: 1. Wilkie & Moore (2003)  note that the marketing discipline has been involved with questions about the intersection of marketing and society since its earliest days as a discipline. implementation." Craig Lefebvre and June Flora introduced social marketing to the public health community in 1988.World Health Organization and the World Bank began sponsoring social-marketing interventions to improve family planning and achieve other social goals in Africa. Wiebe in the Winter 1951-1952 edition of Public Opinion Quarterly. the Ministry for Foreign Affairs in The Netherlands. broad-based. and marketing research. History[edit source] Many scholars ascribe the beginning of the field of social marketing to an article published by G. An analysis of distribution (or communication) channels . The use of formative research in product and message design and the pretesting of these materials 5. organizations such as the KfW Entwicklungsbank in Germany. Wiebe posed a rhetorical question: "Why can’t you sell brotherhood and rational thinking like you can sell soap?” He then went on to discuss what he saw as the challenges of attempting to sell a social good as if it were a commodity. but through aligning the values and ethics of employees and owners of a company with their marketing goals. Yet. Kotler and Zaltman coined the term 'social marketing' and defined it as "the design.  where it has been most widely used and explored.which also aims to benefit society. and elsewhere. An emphasis on the voluntary exchanges of goods and services between providers and consumers 3. US Agency for International Development. A decade later. The next milestone in the evolution of social marketing was the publication of "Social Marketing: An Approach to Planned Social Change" in the Journal of Marketing by Philip Kotler and Gerald Zaltman. Sri Lanka. Research in audience analysis and segmentation strategies 4. the Canadian International Development Agency. communication. UK Department for International Development. In it. distribution. regardless of the product being marketed. and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning.
with over 120 papers compiled in a six volume set." Their 1989 text was updated in 2002 by Philip Kotler. there has been increasing efforts to ensure social marketing goes "upstream" and is used much more strategically to inform "policy formulation" and "strategy development". Kotler and Ned Roberto introduced the subject by writing. Here the focus is less on specific audience and topic work but uses strong customer understanding and insight to inform and guide effective policy and strategy development. University of Stirling was the first university to open a dedicated research institute to Social Marketing. A similar pattern was shown for ads showing a person driving at dangerous speeds. research now shows ways to reduce the intentions of people to binge drink or engage in dangerous driving. People who valued close friends as a sense of who they are were less likely to want to binge drink after seeing an ad featuring them and a close friend.6. Lee. Middlesex University became the first university to offer a specialized postgraduate programme in Health & Social Marketing. practices or behavior. For example. a framework to increase the adoption of evidence-based practices among professionals and organizations. markets and public policy.  . This suggests ads showing potential harm to citizens from binge drinking or dangerous driving are less effective than ads highlighting a person’s close friends. However. A management process that involves problem analysis. It is being viewed as an approach to design more effective. People who were loners or who did not see close friends important to their sense of who they were reacted better to ads featuring an individual. A process tracking system with both integrative and control functions 8. attitudes. Much of the literature and case examples focus on operational social marketing. People were shown ads talking of the harmful effects of binge drinking. using it to achieve specific behavioral goals in relation to different audiences and topics. ). Weeks and Kaya (2013) suggests that understanding consumer personality and how people view others is important. implementation and feedback functions Speaking of what they termed "social change campaigns". place and promotion characteristics in intervention planning and implementation 7. Use of the marketing mix—using and blending product. Many examples exist of social marketing research. Ned Roberto and Nancy Lee. sustainable and equitable approaches to enhance social well-being that extends beyond individual behavior change to include creating positive shifts in social networks and social norms. or abandon certain ideas. In 2005. while in 2007. businesses. efficient. and as a core skill for public sector managers and social entrepreneurs. "A social change campaign is an organized effort conducted by one group (the change agent) which attempts to persuade others (the target adopters) to accept. In recent years there has been an important development to distinguish between "strategic social marketing" and "operational social marketing". price. modify. planning. Martin. Social marketing is also being explored as a method for social innovation.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.