Download Social Marketing

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Social Marketing is the use of commercial
marketing techniques to help a target
population acquire a beneficial health
behavior.
Becoming more popular in governmental
and not-for-profit sector.
Used in:
› Family planning
› Recruiting blood donors
› Smoking prevention in
adolescents

First started in India in the 1960s to promote
family planning.

In U.S. sociologist G.D. Wiebe, in 1950s first
suggested that marketing might be applied to
things such as "selling brotherhood" and other
social applications.
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Was incorporated into the work
of Philip Kotler in the late 1960s.
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In the 70s and 80s main type of social
marketing was marketing of contraceptives.
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Major advancements were made
in the late 80s and 1990s.
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1989 first social marketing textbook
published by Kotler and Roberto.
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In 1999, the Social Marketing Institute was founded
in Washington, DC
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Primary difference between social marketing
and commercial marketing is their objectives.
Social marketing – to benefit the target
audience and change behaviors that have
social implications.
Commercial
Purpose
Expectations
Distasteful
Behaviors
Benefits
Social
Making Profits
Making behavior
change for social
cause
Modest
Demanding; complete
eradication of the
problem
Usually caters to
what the public
likes
Often addresses what
people don’t want to
change
Clear in profits
Often invisible
Commercial
Usually external
Self-rewards
Generous
Social
Usually internal or
self-rewards (weight
loss)
Limited
Budgets
Usually private
Funding
Usually government
or not-for-profit
foundations
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Transfer or transaction of something
valuable between two individuals or
groups
› Must be voluntary
› Benefits must outweigh the costs
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Formative Research
› Analysis
› Audience Segmentation
› Strategy Development
Identifying appropriate channels
 Developing effective messages
 Developing creative strategy
 Pretest

› Acceptable
› Attractive
› Appropriate
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Behavior or offering that is intended for the
target audience to adopt.
Physical Product
› Ex: Condoms
 A service
› Ex: Mammography
 A practice
› Ex: Eating 5 fruits or veggies a day
 An intangable idea
› Ex: Environmental protection
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Tangible= Money
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Intangible= Time,
effort, giving up an
old way
Where the target audience will perform the
behavior.
 Example: Promote physical activity= TV,
newspaper, internet, email, doctors office
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(The product should be made available at
that particular place.)

Mechanism by which one gets the message
across to the target audience.
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Ex: advertisements, contests, press events
for policy change.
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Publics
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Partnerships
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Policy
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Purse strings
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Publics:
refers
secondary
to
both
audiences
primary
involved
in
and
the
program.
› Primary audiences is the target audience to
whom the behavior change is targeted.
› Secondary audiences are policy makers that
influence any decision and need to be
involved.
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Partnerships: refers to collaborating with
multiple individuals or organizations who work
on the same issue.
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Policy: refers to creating the environmental
supports needed to sustain the behavior
change.
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Purse strings: refers to the amount of $$$
available for the campaign.
Alcohol
Use/Abuse
Meeting
Information
About the
Use and
Effects of
Alcohol
Tonight
7 p.m.
Union
Building
Free
Food!!!
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Aim of the study:
› To increase students’
interest in attending an
alcohol program
focused on reaching
students who drink
heavily.
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Major issue:
› How to reach students
who drink heavily and
increase the likelihood
that they will attend and
benefit from programs
regarding alcohol use.
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The Study:
› Promoted two
message types, a
basic informational
and altruistic
(concern for others)
message.
› Offered different
kinds of incentives
 Pizza and Soda
 Mocktails
 No Food
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Constructs used
› Price – Pizza and
Soda
› Place – Residence
Halls
› Promotion – How
program was
advertised
› Product – Program
Offered
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Pizza and Soda resulted
in the most reported
interest for those
receiving an altruistic
message as compared
with an informational
message.
Mocktails; message did
not affect interest level.
41.9% indicated the
food offered in the
advertisement
impacted their interest
in attending.
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Extensive research
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Integrating
“marketing mix”
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Pretesting
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Focuses on specific groups; leaves out those that
may also need services.
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Requires a lot of time for research and pretesting.
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Doesn’t involve the community during planning
stages.
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Not effective for long term behavior change.
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Depends too much on commercial marketing
theories rather than forming its own theoretical
reasoning.
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Social Marketing focuses on selling ideas.
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Five Steps:
› Planning
› Message and Material Development
› Pretesting
› Implementation
› Evaluation
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First Four “P’s” – Known as Marketing Mix
› Product (behavior)
› Price (costs and barriers)
› Place
› Promotion
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Last Four “P’s”
› Publics
› Partnership
› Policy
› Purse Strings