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Social marketing is the systematic application of marketing, along with other concepts and  techniques, to achieve specific behavioral goals for a social good. 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 non-commercial 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. Increasingly, social marketing is being described as having "two parents"—a "social parent" = social sciences and social policy, and a "marketing parent" = commercial and public sector marketing approaches. Beginning in the 1950s when Weibe asked "Why can’t you sell brotherhood and rational thinking like you can sell soap?”, it has in the last two decades matured into a much more integrative and inclusive discipline that draws on the full range of social sciences and social policy approaches as well as marketing. Social marketing must not be confused with social media marketing.
Applications of social marketing
Health promotion campaigns in the late 1980s began applying social marketing in practice. Notable early developments took place in Australia. These included the Victoria Cancer Council developing its anti-tobacco campaign "Quit" (1988), and "SunSmart" (1988), its campaign against skin  cancer which had the slogan Slip! Slop! Slap!. WorkSafe Victoria, a state-run Occupational Health and Safety organization in Australia has used social marketing as a driver in its attempts to reduce the social and human impact of workplace safety failings. In 2006, it ran "Homecomings", a popular campaign that was later adopted in New South Wales, Queensland and Western Australia, and named the 2007 Australian Marketing Institute  Marketing Program of the Year DanceSafe followed the ideas of social marketing in its communication practices.
On a wider front, by 2007, Government in the United Kingdom announced the development of its first  social marketing strategy for all aspects of health. Two other public health applications include the CDC's CDCynergy training and software   application, and SMART (Social Marketing and Assessment Response Tool). Social marketing theory and practice has been progressed in several countries such as the US, Canada, Australia, New Zealand and the UK, and in the latter a number of key Government policy papers have adopted a strategic social marketing approach. Publications such as "Choosing Health"  in 2004, "It's our health!" in 2006; and "Health Challenge England" in 2006, all represent steps to achieve both a strategic and operational use of social marketing. In India, AIDS controlling programs are largely using social marketing and social workers are largely working for it. Most of the social  workers are professionally trained for this particular task.
the government agency. These often are the clients of social marketing agencies. It can therefore be considered social marketing. It is sometimes felt that social marketing is restricted to a particular spectrum of client—the non-profit organization.C. tools and techniques to social issues. As the dividing lines are rarely clear it is important not to confuse social marketing with commercial marketing. have more difficult goals: to make potentially difficult and long-term behavioral change in target populations. 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. dealing with goals such as reducing cigarette smoking or encouraging condom use. environmental   regulation and recycling Types of social marketing Social marketing uses the benefits and of doing social good to secure and maintain customer engagement. the health services group. Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organizational aims.). In social marketing the distinguishing feature is therefore its "primary focus on social good. Social marketers. including energy conservation . etc. A commercial marketer selling a product may only seek to influence a buyer to make a product purchase. This can be very important. the Washington D. Whereas 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. A variation of social marketing has emerged as a systematic way to foster more sustainable behavior. CBSM uses tools and findings from social psychology to discover the perceived barriers to behavior change and ways of overcoming these barriers. Among the tools and techniques used by CBSM are focus groups and surveys (to discover barriers) and commitments. The tools of CBSM have been  used to foster sustainable behavior in many areas. In contrast to that.: health. CBSM strives to change the behavior of communities to reduce their impact on  the environment Realizing that simply providing information is usually not sufficient to initiate behavior change. 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. based organization "Men Can Stop Rape" Anti-Rape Movement have successfully used social marketing in anti-rape posters and other media targeting a rape-prevention  message at boys and young men. Referred to as Community-Based Social Marketing (CBSM) by Canadian environmental psychologist Doug McKenzie-Mohr. and it is not a secondary outcome. Not all public sector and not-for-profit marketing is social marketing. prompts. recycling. feedback and incentives (to change behavior). but the goal of inducing social change is not restricted to governmental or non-profit charitable organizations. 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. social marketing uses commercial marketing theories. it may be argued that corporate public relations efforts such as funding for the arts are an example of social marketing. sustainability.S. social diffusion. .g. social norms.In the U.
practices or behavior. modify. Craig Lefebvre and June Flora introduced social marketing to the public health  community in 1988. Jupiter decided to stick with the name. Research in audience analysis and segmentation strategies 4. However. A process tracking system with both integrative and control functions 8. social marketing had already been used as a tool for  birth control in India. An analysis of distribution (or communication) channels 6. with which it aims to enable website owners to profit from social media. [verification needed] . implementation and  feedback functions Speaking of what they termed "social change campaigns". Jupiter's approach is more correctly (and commonly) referred to as social media optimization. Another similar. Jupitermedia announced its "Social Marketing" service. behavior change focused programs" to improve public health (the community wide prevention of cardiovascular diseases in their respective projects). price. Despite protests from the social marketing communities [unbalanced opinion]  over the hijacking of the term. planning. A consumer orientation to realize organizational (social) goals 2. History of social marketing Social marketing began as a formal discipline in 1971. Kotler and Ned Roberto introduced the subject by writing. while in 2007. "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. A management process that involves problem analysis. They noted that there was a need for "large scale. or abandon certain ideas. However.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. In recent years there has been an important development to distinguish between "strategic social marketing" and "operational social marketing". Middlesex University became the  first university to offer a specialized postgraduate programme in Health & Social Marketing. In 2005. where a persuasion-based approach was favored over a legislative approach. where it has been most widely used and explored. Ned Roberto and Nancy Lee. The use of formative research in product and message design and the pretesting of these materials 5. with the publication of "Social Marketing: An Approach to Planned Social Change" in the Journal of Marketing by marketing experts Philip  Kotlerand Gerald Zaltman. and outlined eight essential components of social marketing that still hold today. but different marketing approach is Holistic Marketing which also aims to benefit society. An emphasis on the voluntary exchanges of goods and services between providers and consumers 3. place and promotion characteristics in intervention planning and implementation 7. University of Stirling was the first university to open a  dedicated research institute to Social Marketing. but through aligning the values and ethics of employees and owners of a company with their marketing goals. regardless of the product being marketed." Their 1989 text was updated in 2002 by Philip  Kotler. They are: 1. broad-based. attitudes. Social marketing confusion  In 2006. Use of the marketing mix—utilizing and blending product. earlier.
using it to achieve specific behavioral goals in relation to different audiences and topics. However there has been increasing efforts to ensure social marketing goes "upstream" and is used much more strategically to inform both "policy formulation" and "strategy development". .Much of the literature and case examples focus on operational social marketing. 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.
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