Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral

goals for a social good.[1] Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole. For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits. Although "social marketing" is sometimes seen only as using standard commercial marketing practices to achieve noncommercial goals, this is an over-simplification. The primary aim of social marketing is "social good", while in "commercial marketing" the aim is primarily "financial". This does not mean that commercial marketers can not contribute to achievement of social good.

Types of social marketing
Social marketing uses the benefits and of doing social good to secure and maintain customer engagement. In social marketing the distinguishing feature is therefore its "primary focus on social good, and it is not a secondary outcome. Not all public sector and not-forprofit marketing is social marketing. Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organizational aims. 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 different topics relevant to social good (e.g.: health, sustainability, recycling, etc.). For example, 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. Whereas a campaign that promotes and reminds people to get regular check-ups and all of their

These often are the clients of social marketing agencies. tools and techniques to social issues. it may be argued that corporate public relations efforts such as funding for the arts are an example of social marketing. 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. the government agency. In contrast to that. have more difficult goals: to make potentially difficult and long-term behavioral change in target populations. Social marketers. dealing with goals such as reducing cigarette smoking or encouraging condom use. It is sometimes felt that social marketing is restricted to a particular spectrum of client²the non-profit organization. but the goal of inducing social change is not restricted to governmental or non-profit charitable organizations. As the dividing lines are rarely clear it is important not to confuse social marketing with commercial marketing. A commercial marketer selling a product may only seek to influence a buyer to make a product purchase. . the health services group. social marketing uses commercial marketing theories. It can therefore be considered social marketing.vaccinations when they're supposed to encourages a long-term behavior change that benefits society. 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.

particularly for a physical product. This cost may be monetary.g.Product The social marketing "product" is not necessarily a physical offering. In setting the price. The role of research here is to discover the consumers' perceptions of the problem and the product. environmental protection). to services (e. or it may instead require the consumer to give up intangibles. medical exams).g. or to risk embarrassment and disapproval.. Price "Price" refers to what the consumer must do in order to obtain the social marketing product. practices (e. A continuum of products exists. If the costs outweigh the benefits for an individual. if the benefits are perceived as greater than their costs. physical products (e. ORT or eating a heart-healthy diet) and finally. breastfeeding. In order to have a viable product. people must first perceive that they have a genuine problem. condoms).. However. chances of trial and adoption of the product is much greater. and that the product offering is a good solution for that problem.. ranging from tangible. the perceived value of the offering will be low and it will be unlikely to be adopted. such as contraceptives. If the product is . more intangible ideas (e. and to determine how important they feel it is to take action against the problem. there are many issues to consider. such as time or effort..g.g.

Social marketers must balance these considerations. trucks. Place "Place" describes the way that the product reaches the consumer. For a tangible product. the consumer may perceive it as being low in quality.priced too low. On the other hand. some will not be able to afford it. or places where it is given out for free. sales force. as well as their experience and satisfaction with the existing delivery system. researchers can pinpoint the most ideal means of distribution for the offering. and often end up charging at least a nominal fee to increase perceptions of quality and to confer a sense of "dignity" to the transaction. Promotion . Another element of place is deciding how to ensure accessibility of the offering and quality of the service delivery. and used in positioning the product. if the price is too high. shopping malls. This may include doctors' offices. mass media vehicles or in-home demonstrations. For an intangible product. or provided free of charge. These perceptions of costs and benefits can be determined through research. retail outlets where it is sold. but refers to decisions about the channels through which consumers are reached with information or training. this refers to the distribution system-including the warehouse. place is less clear-cut. By determining the activities and habits of the target audience.

secondary audiences. Promotion consists of the integrated use of advertising. media advocacy. Because of its visibility. it is only one piece. Public service announcements or paid ads are one way. this element is often mistakenly thought of as comprising the whole of social marketing. External publics include the target audience. You need to team up with . "Publics" refers to both the external and internal groups involved in the program. Additional Social Marketing "P's" Publics--Social marketers often have many different audiences that their program has to address in order to be successful. However. public relations. Research is crucial to determine the most effective and efficient vehicles to reach the target audience and increase demand. Partnership--Social and health issues are often so complex that one agency can't make a dent by itself. promotions. while the internal publics are those who are involved in some way with either approval or implementation of the program.Finally. and gatekeepers. The primary research findings themselves can also be used to gain publicity for the program at media events and in news stories. but there are other methods such as coupons. "Tupperware"style parties or in-store displays. The focus is on creating and sustaining demand for the product. editorials. policymakers. media events. the last "P" is promotion. as can be seen by the previous discussion. personal selling and entertainment vehicles.

other organizations in the community to really be effective. Often. Purse Strings--Most organizations that develop social marketing programs operate through funds provided by sources such as foundations. This adds another dimension to the strategy development-namely. where will you get the money to create your program? . You need to figure out which organizations have similar goals to yours-not necessarily the same goals--and identify ways you can work together. Policy--Social marketing programs can do well in motivating individual behavior change. governmental grants or donations. but that is difficult to sustain unless the environment they're in supports that change for the long run. policy change is needed. and media advocacy programs can be an effective complement to a social marketing program.