MIDLANDS STATE UNIVERSITY

FACULTY OF SOCIAL SCIENCES

DEPARTMENT OF MEDIA AND SOCIETY STUDIES
PRINCIPLES OF SOCIAL MARKETING
(MSS417)
LEVEL 4.1

NAME SURNAME REG

ADMIRE BISHI R176650Y

THULANI MUKWENGA R176717Y

PRECIOUS ZINHUMWE R175901Q

ANESU CHIKOMBA R177542A

MAZVITA NYAKUDANGA R175739Z

PRAISEMORE SITHOLE. R174485A

GLADYS GONDA R179742W

KUNDAI NYIKA R178416F

ROSELYNN CHININGA R174707Y

THE EXTRA P’S OF SOCIAL MARKETING

Publics- Social marketers often have many different audiences that their program has to address
in order to be successful. These publics can be grouped into 2 that is External Publics and
Internal publics. According to Kotler and Lee (2005), examples of external publics are targeted
audiences, policy makers, gate keepers among others. You then have to convince these external
publics in order for your social campaign to be successful. For example, if you are doing a social
campaign about gender-based violence, you may need to convince the target audiences that it has
no room in our society and it should be shunned at all cost. For that same issue you may need to
also make policymakers that is, legislators in parliament believe that they is need for laws that
punish GBV be it to men or to women. When you manage to impress these publics, you will be
rest assured that the behavioral change you really need will be inevitable.

Partnership- There are certain topics such as Social and health issues are often so complex that
one agency can't make a dent by itself. There is need to partner with some organizations who are
expects in that field so that you may effectively convince people using the correct jargon so that
you will not give consumers wrong information or confuse them. You need to figure out which
organizations have similar goals to yours and identify ways you can work together For example,
if you want to carry out a campaign about reducing the spread of HIV and Aids, you may need to
partner with National Aids Council to assist you in that campaign as they have the statistics of
hotspots for HIV and AIDS. They will be best equipped to handle and talk to HIV positive
people without offending them. Another example may include the issue of medical circumcision
campaigns carried out in the past 5 years, the ministry of Health partnered with USAID and
PEPFA so that they may carry out the campaign educating people on the benefits of
circumcision.

Policy- Policy when it comes to Social marketing Ps refers to tools used to make the social
marketing program run smoothly. According to Kotler and Lee (2015) social marketing
programs can do well in motivating individual behavior change, but that is difficult to sustain
unless the environment they're in supports that change for the long run. You may therefore need
to make sure that the society that you are in does not shun the topic that you are presenting. In
communities where the term “sex” is considered, you may need to speak to the supreme leader
so that they may explain to their subjects the importance of that campaign also making sure that
they will not get offended whenever you use the term sex. You may also carry out radio shows
sensitizing the community on the issue at hand. For example, when Musasa was carrying out
anti-gender-based violence campaigns, they usually used Star FM to inform the people about
their campaign. You may also engage the government so that they may put in place measures to
supplement your policy. For example, last year when Action for Southern Africa launched a
campaign to donate sanitary pads for children and women in rural areas, the Ministry of Finance
and Economic Planning heard their plea and removed import tax for sanitary pads. The tax
exemption made may well wishers such and businesses to donate pads acquired at low cost.

Purse Strings- according to Kotler and Lee (2005), Most organizations that develop social
marketing programs operate through funds provided by sources such as foundations,
governmental grants or donations. To run a social marketing campaign, you need funding as
most of these campaigns are not profit oriented. Most of the ideas social marketers sell, they are
usually free for example, when you are advocating for condomization, you need funding as you
will be giving the condoms for free. The same applies to medical circumcision, funding is
needed to cover the cost for circumcising people since the service will be provided to people for
free.
REFFERNCES

Kotler, P., Lee, N. R. (2005). Corporate social responsibility: Doing the most good for your
company and your cause. Hoboken, NJ: Wiley.