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NMIMS-8-Social Marketing. Need For Peoples’ Participation In Social Marketing. 1 Need For Peoples’ Participation In Social Marketing. • • • 1) 2) • • • • • When effectively implemented, Mass Communication, Selective Communication, and Personal Communication move Potential Target Adopters to a State of Positive Motivation. The Social Marketing Task at this point is to get Target Adopters to Act on their Intention, which is referred to as “Triggering The Action”. There are Two Basic Ways of achieving this result: To exert Pressure on Target Adopters to Act Now, not later. This Triggering Strategy employs well known Consumer-Promotion Incentives, such as Free Samples, Give Away Premiums, Contests, and Special Sales. The Other Strategy Solicits Involvement and Participation of Target Adopters, which leads to Trial Adoption, which in turn can lead to Committed Adoption. Pressure For Immediate Action: What Factors keep Motivated Prospective Target Adopters from immediately carrying out their intention? Research on Consumers’ Attitudes and Behaviors has identified the following: 1) Lack of Opportunity to carry out the Intention. 2) The Limited capacity to Implement the Intention. 3) Time Constraints. 2 Need For Peoples’ Participation In Social Marketing (Cont’d). • One Technique for overcoming obstacles is Product Sampling. • If the Product has a Tangible Product Base, it can be Distributed to Motivated Target Adopters in ways that Minimize Cost and Inconvenience. • If the Social Product is an Idea, the Sampling Technique is more Challenging, but not Impossible. • Example: Canada’s National Program to reduce Tobacco Use among Teenagers. In its Mass Communication Phase, this Program Positioned Non-Smoking to a Target Audience of 1217 tears old as “The Coolest Thing To Do”. • To get Teenagers to “Sample” Advertised Experience, Teenagers were shown a Ten Minute Video Documentary Entitled “The Making Of Break Free”. 3 Capacity To Implement The Intention. • The Prospective Target Adopter’s Intention may be hampered by Financial or Emotional Constraints. • For Example, although a Person may be convinced to give up Drinking, the Cost of Getting “Dried Out” in a Hospital is beyond his or her means or Person is afraid to enter a Group Session, such as Alcoholics Anonymous. • Financial Barriers can be lessened somewhat by providing Substantial Allowances or Discounts to Prospective Target Adopters. • To overcome Emotional Constraints, Personal Promoters or Role Models may be effective. • Time Constraints: People have many things to do in a given day and thus may have little time to be induced to change Behavior. • Social Marketers can Time their Promotions of a Social Product to take place on or near Social or Cultural Occasions such as Holidays, Days Off from Work, Religious Celebrations, Anniversaries etc. 4 Major Techniques For Triggering Adoptions. • 1) 2) 3) • 4) 5) 6) Social Marketers use Several Techniques to “Trigger” the Adoption of Social Products and Services: Product Sampling. Couponing. Premium Offering: An item called “Premium” can be offered Free or at a Nominal Charge as a Bonus to induce the Purchase of a Product or Service. The Free Premium can be presented before or at the time the Prospect Adopts the Product or Service. Contest And Sweepstakes. Continuity Programs. 5 Special Events. Participatory Adoption. • • • • • 1) 2) Many Social Services are delivered on a Non Participatory Basis. Korten criticized Non- Participatory Services, because they have a limited Reach, do not Sustain Beneficial Action, fail to Adapt to Local Circumstances, and create Dependence. He Favored Participatory or “People Oriented” Development. Paul defined the Community Participation as “An Active Process by which Beneficiary or Client Groups Influence the Direction and Execution of a Development Project with a view to Enhancing their well being in terms of Income, Personal Growth, Self Reliance or other Values they Cherish” The Objectives are: “ To Empower People” so that they are able to Initiate Actions on their own and thus influence the Processes and outcomes of Development” and To Forge an Individual’s Initiative and Capacity to Sustain an Adoption even after a Social Marketing Campaign is Completed. • How are these Objectives Achieved? Koleman Identified three Processes? 1) 2) 3) Compliance Adoption Process. Identification Adoption Process. The Internalization Adoption Process. 6 Achieving Target Adopter’s Participation. • How does the Social Marketer Implement the “Triggering” Concepts? • Paul noted Four Ways to Promote a Prospective Target Adopter’s Participation in the Adoption of a Social Product: 1) Information Sharing: This is the Lowest Level of Participation. The Social Marketer Shares Information with Prospective Target Adopters to Facilitate their taking action on their Intention to Adopt. • The Target Adopter’s Need to understand, if Adequately Satisfied by relevant Information, moves him or her to take action. • In Social Programs that are burdened by Mis-Perceptions and Controversy, such as Aids-Prevention Campaigns, Information Sharing is Critical. 2) Consultation: At this Level of Participation, Prospective Target Adopters are given the Opportunity to Share their Questions, Concerns, and Reactions with Social Marketers and the Campaign Staff. 7 Achieving Target Adopter’s Participation (Cont’d). 3) • 4) Decision Making: At the next Level, the Prospective Target Adopters are given an Opportunity to play a Role in Determining the Design and Implementation of a Social Product or Social Change Campaign. The Sharing of Planning and Control of the Program becomes Co-Equal between Prospective Target Adopters and the Marketing Campaign (Refer to the Figure in the next Slide). Initiating Action: When Control of a Social Product or an entire Social Campaign is passed on to Prospective Target Adopters, and they take Initiative and Make Decisions, then they have reached the Highest Level of Participation. 8 Triggering Target Adopter’s Actions. 9 Target Adopter’s Participation. • Example Of Target Adopter’s Participation: • A Government Sponsored System Of Co-operatives In The Santa Valley Of Northern Coast Of Peru: • In 1970, a devastating Earthquake destroyed much of the Countryside. This Tragedy provided Impetus, aided by Foreign Loans and Donor Grants, for Radical Experiments in building a Net Work of Co-Operative Farms. • Young Agronomists, who advocated the Participation of Farmers and Peasants in Re Building of the Valley became involved in the Social Campaign. • The Technical Advisor to Santa Valley Campaign had been an Administrator of a Sheep-Farming Firm, and his outlook has been that of Land Lords. • However, after the Land Reform, the Advisor began working for a Farming Co-Operative and he became Converted to the CoOperative Point of View. • As he stated “My point of view changed 180 degrees to seeing everything from the point of view of the Peasant. • We live in Peasant Communities and spend each day working with Peasants. Through this work, we obtain the Information needed to understand what Commands Interest among People, and what they Need Most. 10 Participation Of Peasants In Farming CoOperatives. • • • 1) • • 2) A massive study of Co-Operative Programs whose aim was to Gain the Participation of Peasants and Farmers highlighted the Barriers to organizing Faming Co-Operatives. Sponsored by the United Nations Research Institute For Social Development, the Study covered 37 Rural Co-Operatives in Developing Countries. Its Major Conclusions were as follows: The Participation of Peasants cannot be imposed rom above. For Example, Government Sponsored C0-Operatives in Latin America attempted to coerce Peasants to Participate. This Coercion was both direct and indirect, depriving Peasants of Economic Benefits if they refused to Participate. Even Church Sponsored Programs obtained Participation by Coercion and Stigmatizing Non Participant as People who are Heretics or Subversives. Governments that resorted to Coercion acknowledged it . They Justified Coercion the use of Power of the State to Organize New Groups that would be capable of Transforming the Traditional Order. 11 Participation Of Peasant In Farming CoCo-Operatives (Cont’d). 3) • 4) 5) • 6) • Because Peasants rarely Participate, Leaders of Local CoOperatives, who are Recruited , become instruments of Coercion. Subsequently, Power to make Decisions was grabbed by Government Officials, rather than retained by Co-Operatives’ Leaders. The Participation of Peasants in the Co-Operative Movement, contributed little to Building the Peasants’ self Reliance. Most Co-Operatives failed to advance Economic and Social Equality When they failed to meet the Peasants’ Aspirations, they raised the Levels of Frustration and Sowed Discontent. When Peasants Participated Effectively, the Co-Operative Organizations were Small and Pragmatic, rather than Militant or Ideological. Co-Operatives with only an Economic Development Focus had the Greatest Impact. 12 Implications For The Participation Of Target Adopters. • There are limitations to inducing Prospective Target Adopters to Participate in Social Campaigns, particularly those whose Goals are Massive Personal and Social Changes. • Many of these Limitations stem from short comings in Implementing the Campaigns. • The Practical Problem for Change Agents is to identify the conditions under which Participation will work. • One such condition may be strong Grievances and Discontent by a Target Adopter population, which considers the Status Quo to be Unacceptable. • Tough, Diligent Work by Change Agents is another. • Social Marketing Campaigns often find it necessary to induce a Shift from an “Immediate Gratification” Perspective to one that Countenances “Deferred Gratification” and the Desired Goals will require a Great Deal of time to implement. 13 Implications For The Participation Of Target Adopters (Cont’d). • The Success of getting Prospective Target Adopters is particularly Appropriate when active dialogue and negotiation between Target Adopters and Social Change Agents is required to move the Campaign Forward. • The very nature of Target Adopters’ Participation in Social Marketing calls for the Exchange of Information, Sharing Control and Mutual Trust. • Where this condition Exists, Social Marketers can effectively use Participation-Driven Promotion Programs. 14