Theory of social marketing

Social marketing can be confused with commercial marketing. For example, if the message is intended for old people, using the internet to spread information would be a waste of time as most elderly people do not use computers.

They focus on the emotional benefit the driver will enjoy driving the car. In India, AIDS controlling programs are largely using social marketing and social workers are largely working for it.

Social marketing

Price Price in social marketing can be monetary or non-monetary. With climate change in mind, adaptations to market changes are likely to be more successful if actions are guided by knowledge of the forces shaping market behaviours and insights that enable the development of sustainable competitive advantages.

Existing community agencies must be used. Cultivate Images or Impressions When the audience is not interested in the person, product or service being promoted, they will not seek out any information about them.

Taking Ferrari as an example, the price point is set with the prestige of ownership in mind. It is the socio-psychological aspect of the product which is promoted with consumer needs, empirical evidences and objective setting. Other components are public, partnership, policy, etc. It uses creativity, Theory of social marketing than depending on public service announcements, like in the past for Theory of social marketing out information.

A campaign against smoking needs to ensure that people Theory of social marketing smoking. Most of the social workers are professionally trained for this task.

Place The place is where the target population in need can be found. Society is often defined by geography or culture, and this is where social marketing theory has most expanded. Dramatic events or unexpected actions help capture the interest of the audience.

Martin, Lee, Weeks and Kaya suggests that understanding consumer personality and how people view others is important. This theory has been used by social and welfare organizations to help promote or discourage various behaviors.

Promotion The social marketing is done for the promotion of the product or habit. Creating Audience Awareness When there is a need to promote any new idea, person or behavior, the first step is to create awareness that such a new concept or individual exists. The program included an integrated consumer marketing campaign run with active point of sale promotion.

Monetary price is the price to buy the product which might help the population. For example, anti-smoking campaigns such as World No Tobacco Day while being successful in concert with government tobacco controls in curbing the demand for tobacco products in North America and in parts of Europe, have been less effective in other parts of the world such as China, India and Russia.

Applications[ edit ] The first documented evidence of the deliberate use of marketing to address a social issue comes from a reproductive health program led by K.

The audience is analyzed in preproduction as well as production phase. Partnership between different similar agencies or the community also helps in social marketing. Social marketing is also being explored as a method for social innovation, a framework to increase the adoption of evidence-based practices among professionals and organizations, and as a core skill for public sector managers and social entrepreneurs.

Awareness is the first step to change. According the social marketing theory, a marketing campaign must promote the social benefit of the product or service.

Placement Product placement has a special importance in social marketing theory. Reinforce the Message When people receive a new message once, they tend to forget it easily.

The campaign is successful if the place is easily accessible. These included the Victoria Cancer Council developing its anti-tobacco campaign "Quit" and "SunSmart"its campaign against skin cancer which had the slogan " Slip!

These strategies range from being indigenous to the use of saturation advertising.

What Are the Four Components of the Social Marketing Theory?

Social marketing looks at the marketing mind-set within a socially conscious demographic. It could be the social benefits that a family vacation can bring.exchange theory, either in their definition of social marketing or its key elements (e.g., Andreasen, ; Manoff, ).

Elliott (), in a review of the exchange concept’s. Social marketing theory is a collection of theories that focus on how socially valuable information can be promoted. This theory has been used by social and welfare organizations to help promote or discourage various behaviors.

According the social marketing theory, a marketing campaign must promote the social benefit of the product or service. Notice that car commercials do not talk about the specifications of the car.

They focus on the emotional benefit the driver will enjoy driving the car. Unlike a program logic model (such as “MY MODEL” in the Social Marketing edition of CDCynergy), a theory does not normally explain how the determinants will be affected by a specific social marketing.

Social marketing theory is a theory of mass communication that promotes socially valuable information and socially accepted behaviors. It tries to integrate marketing ideas, principles, tools, techniques and socially beneficial concepts to promote communication and benefit society.

The definition should be subject to on-going refinement to reflect the dynamic and developing nature of Social Marketing theory and practice.

Endorsement. Following Board meetings of the three associations over the summer of the consensus definition was endorsed by the governing Boards of the iSMA, ESMA and AASM.

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Theory of social marketing
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