Download Abstracts for Readings on Social Marketing

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Abstracts for Social Marketing Readings for 2016 Summer Institute
Background, History, and Definitions
Kotler, P., & Zaltman, G., (1971). Social marketing: An approach to planned social
change. Journal of Marketing, 35, 3-12.
Abstract. Can marketing concepts and techniques be effectively applied to the promotion
of social objectives such as brotherhood, safe driving, and family planning? The
applicability of marketing concepts to such social problems is examined in this article.
The authors show how social causes can be advanced more successfully through applying
principles of marketing analysis, planning, and control to problems of social change.
Bloom, P. N., & Novelli, W. D. (1981). Problems and challenges in social
marketing. Journal of Marketing, 45, 79-88.
Abstract. Numerous problems can arise in attempting to use conventional, textbook
approaches in social marketing programs. This article contains a review of these
problems and draws on the experiences of the authors for supporting arguments and
examples.
Smith, W. A. (2000). Social marketing: An evolving definition. American Journal of
Health Behavior, 24, 11-17.
Abstract. To review the essential elements of a social marketing approach. Methods: It
places emphasis on 4 fundamentals -- the marketing mix, segmentation, positioning, and
continual marketing. It contrasts commercial and social marketing by focusing on their
different objectives -- profit versus subsidized social good. Results: Marketing is
determined to be a voluntary means to influence human behavior based on a concept of
exchange. Conclusion: Social marketing can be distinguished from education approaches
that emphasize knowledge as the primary determinant of human behavior and regulatory
approaches that use law, sanction, and force to influence behavior.
Andreasen, A. R. (2003). The life trajectory of social marketing: Some implications.
Marketing Theory, 3, 293-303.
Abstract. The history of social marketing has similarities to the growth and maturity
of human beings from its birth in the 1960s through its present status as a respected
discipline. After an extended childhood grappling with varying definitions and
applications, the 1990s saw a breakthrough in concept and practice by focusing on
behavior change. Despite the growth in the number of textbooks, practical guides and
infrastructure, the field has many unanswered challenges that ought to be addressed
if it is to continue its maturation and achieve wider respect.
Andreasen, A. R. (2002). Marketing social marketing in the social change
marketplace. Journal of Public Policy & Marketing, 21, 3-13.
Abstract. Social marketing faces significant barriers to growth because there is no clear
understanding of what the field is and what its role should be in relation to other
approaches to social change. However, growth is possible through increases in social
marketing's share of competition at the intervention, subject matter, product, and brand
levels. The author proposes a specific social marketing branding campaign to advance the
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field, with roles for academics and the American Marketing Association.
Edgar, T., Volkman, J., & Logan, A. (2011). Social marketing: Its meaning, use,
and application for health communication. In T. Thompson, R. Parrott, and J.
Nussbaum (Eds.), The Routledge handbook of health communication (2nd
Edition). (pp. 235-251). New York: Routledge.
Abstract. This book chapter was written for health communication scholars and
practitioners to explicate the relationship between the field of health communication and
social marketing. The chapter also explains how communication theory can inform the
practice of social marketing.
Social Marketing and Health
McDermott, R. J. (2000). Social marketing: A tool for health education. American
Journal of Health Behavior, 24, 6-10.
Abstract. To list the features of social marketing, speculate as to why health educators
have not embraced it more, and suggest future applications. Methods: Although social
marketing has been available as a health education tool for more than a decade, its
incorporation in program planning and execution is still a rare phenomenon. Some of the
apparent reluctance to employ it may be due to health educators' lack of a clear
understanding of its customer-driven nature, the segmentation of audiences, competing
behaviors, and key intervention components (product, price, place and promotion).
Results: Previous social marketing interventions have resulted in significant health
behavior and social change in groups often described as "hard-to-reach." Conclusion:
Improved understanding of social marketing's elements and more experience with its
application equip health educators with a valuable intervention tool.
Grier, S., & Bryant, C. A. (2005). Social marketing in public health. Annual Review
of Public Health, 26, 19-39.
Abstract. Social marketing, the use of marketing to design and implement programs
to promote socially beneficial behavior change, has grown in popularity and
usage within the public health community. Despite this growth, many public health
professionals have an incomplete understanding of the field. To advance current
knowledge, we provide a practical definition and discuss the conceptual underpinnings of
social marketing. We then describe several case studies to illustrate social marketing’s
application in public health and discuss challenges that inhibit the effective and efficient
use of social marketing in public health. Finally, we reflect on future developments in
the field. Our aim is practical: to enhance public health professionals’ knowledge of
the key elements of social marketing and how social marketing may be used to plan
public health interventions.
Ethics in Social Marketing
Brenkert, G. G. (2002). Ethical challenges of social marketing. Journal of Public
Policy & Marketing, 21, 14-25.
Abstract. Social marketing faces distinctive ethical challenges, which are not faced by
commercial marketing, with regard to the ends it seeks, the rationale it offers for
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achieving those ends, and the effects it may have on its targets. The more social
marketing attempts to address these ethical challenges, the more its nature as a form of
social activism becomes apparent. Nevertheless, these are special ethical challenges
social marketing needs to confront.
Rothschild, M. L. (2000). Ethical considerations in support of the marketing of
public health issues. American Journal of Health Behavior, 24, 26-35.
Abstract. Marketing is felt by many to be an unethical way to manage public health
behaviors. This paper reviews literature in several fields in order to develop an ethical
framework. Method: It considers contextual issues such as the society within which
marketing is practiced, education and law as alternative methods of behavior
management, the role of the individual in the community, tradeoffs of free choice and
externalities, and the rights and responsibilities of the individual. Results: Several major
paradigms of political philosophy emerge and require consideration. Conclusion: Social
marketing within the context of a contemporary democratic society can be ethical.
Audience Segmentation
Forthofer, M. S. (2000). Using audience-segmentation techniques to tailor health
behavior change strategies. American Journal of Health Behavior, 24, 36-43.
Abstract. Objective: To introduce audience-segmentation techniques to health educators
and health behavior researchers. Methods: Provide a comparison between non-marketing
and marketing approaches to developing health behavior change strategies and reviews
some of the most commonly used techniques for audience-segmentation analysis. Results:
The determinants of the breast cancer screening among women in Florida are used to
illustrate the use of CHAID for segmentation analysis. Conclusions: Audiencesegmentation techniques enabled us to discover the unique characteristics of population
segments with very high need and to focus intervention resources in a manner that is likely
to maximize intervention impact.
Slater, M. D., Kelly, K. J., & Thackeray, R. (2006). Segmentation on a shoestring:
Health audience segmentation in limited-budget and local social marketing
intervention. Health Promotion Practice, 7, 170-173.
Abstract. The article provides an overview on ideas for doing segmentation with a
limited budget.
Specific Applications
Dickey, M. K., John, R., Carabin, H., & Zhou, X-N. (2015). Program evaluation of a
sanitation marketing campaign among the Bai in China: A strategy for
cysticercosis reduction. Social Marketing Quarterly, 21(1), 37-50.
Abstract. This social marketing campaign among the Bai ethnic minority group in
Eryuan County, Yunnan, China, documents a community-based intervention to increase
household toilet building and use in an effort to reduce cysticercosis. The formative
research for the development of the social marketing campaign included the use of doorto-door surveys, a rural participatory assessment tool called the ‘‘ten-seed technique,’’ a
baseline human neurocysticercosis study, and focus group discussions. Based on the
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formative research, a toilet-building campaign was implemented in two intervention
villages. The results of this social marketing intervention are contrasted with the results
of a traditional ‘‘outsideexpert’’ approach conducted by a government agency in the two
comparison villages. Although marginally fewer toilets were built in the intervention
villages, a post-campaign consumer satisfaction survey revealed that satisfaction with and
use of the toilets built using the social marketing approach were much greater. This study
is the first to report the use of the social marketing of toilets in China and the first to
report the use of the social marketing of household toilets as an intervention to reduce
cysticercosis.
Kassirer, J., Korteland, A., & Pedersen, M. (2014). Team Power Smart sparks
increase in low-priority, repetitive behaviors. Social Marketing Quarterly,
20(3), 165-185.
Abstract. BC Hydro provides electricity to 1.7 million residential customers throughout
British Columbia, on the west coast of Canada. Despite consumer indifference toward
energy conservation, its Team Power Smart behavior-change program actively engaged
91,539 households and reduced electricity consumption by 25.6 gigawatt hours over its
first 4½ years. The program connects with participants through things they care about,
builds engagement incrementally, and helps overcome common barriers. It is designed to
increase participants’ engagement levels on three dimensions: enjoyment (‘‘I like this’’),
affiliation (‘‘This is who I am’’), and resonance (‘‘This is right for me’’). A similar
approach could be used with a wide range of low-priority, ongoing behaviors.
Keller, C., Vega-López, S., Ainsworth, B., Nagle-Williams, A., Records, K.,
Permana, P., & Coonrod, D. (2012). Social marketing: Approach to cultural
and contextual relevance in a community-based physical activity
intervention. Health Promotion International, 29(1), 130-140.
Abstract. We report the social marketing strategies used for the design, recruitment and
retention of participants in a community-based physical activity (PA) intervention,
Madres para la Salud (Mothers for Health). The study example used to illustrate the use
of social marketing isa 48-week prescribed walking program, Madres para la Salud
(Mothers for Health), which tests a social support intervention to explore the
effectiveness of a culturally specific program using ‘bouts’ of PA to effect the changes in
body fat, fat tissue inflammation and postpartum depression symptoms in sedentary
Hispanic women. Using the guidelines from the National Benchmark Criteria, we
developed intervention, recruitment and retention strategies that reflect efforts to draw
on community values, traditions and customs in intervention design, through partnership
with community members. Most of the women enrolled in Madres para la Salud were
born in Mexico, largely never or unemployed and resided among the highest crime
neighborhoods with poor access to resources. We developed recruitment and retention
strategies that characterized social marketing strategies that employed a culturally
relevant, consumer driven and problem-specific design. Cost and benefit of program
participation, consumer derived motivation and segmentation strategies considered the
development transition of the young Latinas as well as cultural and neighborhood barriers
that impacted retention are described.
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Lombardo, A.P., & Léger, Y.A. (2007). Thinking about “Think Again” in Canada:
Assessing a social marketing HIV/AIDS prevention campaign. Journal of
Health Communication, 12(4), 377-397.
Abstract. The Canadian "Think Again" social marketing HIV/AIDS prevention
campaign, adapted from an American effort, encourages gay men to rethink their
assumptions about their partners' HIV statuses and the risks of unsafe sex with them. To
improve future efforts, existing HIV/AIDS prevention initiatives require critical
reflection. While a formal evaluation of this campaign has been carried out elsewhere,
here we use the campaign as a social marketing case study to illustrate its strengths and
weaknesses, as a learning tool for other campaigns. After describing the campaign and its
key results, we assess how it utilized central tenets of the social marketing process, such
as formative research and the marketing mix. We then speak to the importance of
theoretical influence in campaign design and the need to account for social-contextual
factors in safer sex decision making. We conclude with a summary of the lessons learned
from the assessment of this campaign.
Rothschild, M.L., Mastin, B., & Miller, T.W. (2006). Reducing alcohol-impaired
driving crashes through the use of social marketing. Accident Analysis and
Prevention, 38(6), 1218-1230.
Abstract. Over the past decade there has been little decrease in the number of alcoholrelated driving fatalities. During this time most interventions have been educational or
legal. This paper presents the results of a field experiment that used social marketing to
introduce a new ride program into three rural communities. Almost all people in the 2134-year-old target know that they should not drive while impaired, and most agree it is
not a good thing to do, but for many the opportunity to behave properly does not exist.
The Road Crew program was developed using new product development techniques and
implemented by developing broad coalitions within the communities. A key feature of
the program included rides to, between, and home from bars in older luxury vehicles.
Results showed a significant shift in riding/driving behavior, especially among 21-34year olds, a projected 17% decline in alcohol-related crashes in the first year, no increase
in drinking behavior, and large savings between the reactive cost of cleaning up after a
crash and the proactive cost of avoiding a crash. Programs have become self-sustaining
based on fares and tavern contributions, and have become part of the life style in the
treatment communities.
Staley, J.A. (2009). “Get Firefighters Moving”: Marketing a physical fitness
intervention to reduce sudden cardiac death risk in full-time firefighters.
Social Marketing Quarterly, 15(3), 85-99.
Abstract. Firefighters as an occupational group are at increased risk for a cardiac-related
injury, with the largest proportion (44%) of firefighter on-duty mortality due
to sudden cardiac death. As poor physical fitness behaviors are a contributing factor
to this risk, a social marketing approach was used to design and market a competitive
team-sports intervention to improve physical fitness and reduce cardiac risk factors in a
group of full-time firefighters. This article describes how social marketing principles
were used in the design and implementation of the ‘‘Get Firefighters Moving’’ physical
fitness intervention. This includes strategic development of the marketing plan, with
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discussion of audience segmentation and the marketing mix used to implement the
intervention. Preliminary findings are also presented, as they suggest improvement in
cardiac risk factors including blood pressure, cardiovascular class, flexibility, and percent
body fat.