Topics 1 Defining Social Marketing - FEP 1/Topics 1...Heineken March of Dimes Social Marketing Ad...

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Transcript of Topics 1 Defining Social Marketing - FEP 1/Topics 1...Heineken March of Dimes Social Marketing Ad...

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What is Social Marketing and Why Study it?

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A new social marketing ad campaign, "Ex-prisoners are family too," was launched in San Francisco and Alameda Counties. The effort, sponsored by, is designed to help parolees, their

families, and the greater society improve the reentry of people coming out of prison.The ads feature family members, a son, a brother and a wife, talking about the need to help

parolees succeed in our communities. In one ad, a son says: "My dad just got out of prison. He will need my help and yours too. With a job, a place to live and healthcare, he will make it."

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• 8 March - International Women's Day

• 21 March - International Day for the Elimination of Racial Discrimination

• 22 March - World Day for Water

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Find the differences …

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Uses the environmental issue to sell their product

Copy says: "Having A little trouble quitting smoking?"

Weird ad, but still just selling cigarettes

Panasonic BatteriesThe Lung AssociationCamel Cigarettes

Not Social MarketingSocial Marketing AdTraditional Ad

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Encouraging you not to drink (or smoke) during pregnancyIt's just selling beer

March of DimesHeineken

Social Marketing AdTraditional Ad

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Telling you that age is a major factor in diabetes, asking you to get tested.

Copy says "7:48 p.m. What's an 8 letter word for hunger satisfaction?

Snickers, of course."

Canadian Diabetes AssociationMars' Snickers bar

Social Marketing AdTraditional Ad

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What is Social Marketing and Why Study it?

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• Social marketing is the use of marketing principles and techniques to influence a target audience to voluntary accept, reject, or abandon a behavior for individuals, groups, or society as a whole.

• Social marketing is used to influence an audience to change their behaviour for the sake of improving health, preventing injuries, protecting the environment, or contributing to the community.

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• Social marketers are selling behavior change!

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• Change agents typically want target audiences to do one of the four things:

Accept a new behavior

Reject a potential behavior

Modify a current behavior

Abandon an old behavior

Benchmarks may also be established for knowledge (education and information) and brief change (attitude or feelings)

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• A social change campaign is an organized effort conducted by one group (the change agent) which intends to persuade others (the target adopters) to accept, modify, reject or abandon certain ideas, attitudes, practices, and behaviour.

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Healthier babiesBenefit

Promotion (messages on coasters at bars)

Use Marketing Principles and Techniques

If you smoke, quitAbandon an Old Behavior

Drink at least eight glasses of water a day

Modify a Current Behavior

Do not drink alcoholReject a Potential Behavior

Take a multivitamin that includes 400 micrograms of folic acid

Accept a New Behavior

Potential Behaviors to Promote

Pregnant womenInfluence a Target Audience

Birth defectsSocial Issue

HealthSocial Arena

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• Accept– to accept that people who suffer from AIDS are just as

deserving of treatment with dignity as those with any other disease

• Modify– to not overeat; to not drink while driving. Note we don't ask to

abandon eating or drinking, just to do it in moderation or not in certain circumstances

• Abandon– to quit smoking, littering, abusing children - anything which

just should not be done at any time (in the mind of the change agent; these are almost always value judgments)

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• Perhaps the most challenging aspect of social marketing id that it relies on voluntary compliance rather than legal, economic or coercive forms of influence.

• In many cases, social marketers cannot promise a direct benefit or immediate payback in returns for a proposed behavior change

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• Unlike commercial sector marketing, in which a primary intended beneficiary is the corporate shareholder,

• the primary beneficiary of the social marketing program is the individual, a group, or society as a whole.

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• Where did the concept originate?

– Campaigning for voluntary behavior is not a new phenomenon

• Efforts to free the slaves• Efforts to abolish child labor• Efforts to influence women's right to vote• Efforts to recruit women into the work force

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• For– women's right to vote– Vaccinations– constitution – food & drug quality – nutrition & fitness – safe water – clean air – preservation of parks – adult literacy– improvement of schools– getting kids to study math– revitalizing old cities– boosting job skills– attracting investors– safe driving– oral re-hydration– family planning– literacy

• Against– slavery – debtor's prisons – child labour– alcohol and drugs – drinking and driving – cholesterol – AIDS – smoking – littering

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• Why do you think the column on the right is longer?

For any of these campaigns, decide:Who is the change agent?Who are the target adopters?Are you asking people to accept, modify, or abandon what they are currently doing? Is the issue an idea, attitude, practice, or behavior?

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• Pioneering article– Kotler, P. and Zaltman, Gerald. (1971). Social

Marketing. An Approach to Planned Social change. Journal of Marketing.

• Social marketing was introduced to describe “the use of marketing principles and techniques to advance a social cause, idea or behavior”

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Current or preferred behavior of the target market and the perceived benefits associated with that behavior

Other organizations that offer similar goods or services or that satisfy similar needs

Competition

Societal gainFinancial gainPrimary aim

Behavioral changeGoods and servicesProduct Sold

Social marketingCommercial marketing

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• Give up an addictive behavior (Stop smoking)

• Establish new habits (Exercise 5 days a week)

• Spend more money (Buy recycled paper)

• Spend more time (Flatten cardboard boxes before putting them in recycling bins)

• Reduce pleasure (Take shorter showers)

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• A customer orientation is applied• Exchange theory is fundamental• Marketing research is used throughout

the process• Audiences are segmented• All 4 Ps are considered• Results are measured and used for

improvement

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• In most cases, social marketing principles and techniques are used by those on the front lines for improving public health, preventing injuries, protecting the environment, and engendering community involvement.

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• Professionals working for governmental agencies and organizations

• Professionals working for nonprofit organizations, associations and foundations

• Professionals working for a for-profit organization might develop and implement social marketing campaigns

• Marketing professionals who provide services to organizations engaged in social marketing campaigns

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• For improving health …

• For injury prevention …

• To protect the environment …

• For community involvement …

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• Technology• Economics• Legal Policy/ Policy Making• Education

• How does social marketing relate to other approaches?

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• Form groups of 3 students

• Select 2 social marketing campaigns and identify:

– Social arena– Social issue– Target audience– Potential behaviors to promote– benefit

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• Relative to reducing tobacco use, what would be an example of a technological, economic, legal and educational strategy?