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Countermarketing Big Tobacco for the LGBT Community
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Countermarketing Big Tobacco for the LGBT Community

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Presented at the LGBT Summit in Phoenix, AZ on June 8, 2009. The presentation was used to discuss the power of social marketing when used effectively against big tobacco marketing tactics.

Presented at the LGBT Summit in Phoenix, AZ on June 8, 2009. The presentation was used to discuss the power of social marketing when used effectively against big tobacco marketing tactics.


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Transcript

  • 1. Carlos Moreno & Duane Cramer Better World Advertising San Francisco & New York City
  • 2. Counter-Marketing vs. Social Marketing
  • 3. Counter Marketing - Efforts to permanently reduce demand for a product or service that may reflect poorly on the product itself, such as efforts by a group to discourage the use of a product the group deems unhealthy or bad for society.
  • 4. Social Marketing - The systematic application of marketing and advertising techniques and strategies to achieve specific behavioral goals for a social good. • Target defined groups of people on health and social issues • Goal of changing individual behavior, usually through the modification of group norms. • Emphasis on integrating the values, needs, and concerns of the target audience and the community into program planning and implementation.
  • 5. LGBT Media Campaigns • More than efforts to get people not to buy cigarettes • Changing norms and behaviors • Success=community involvement
  • 6. Social Marketing 101
  • 7. Social Marketing Basics • Coined in 1970’s by Philip Kotler • Using principles and techniques of contemporary advertising and marketing • “Selling” ideas, attitudes and behaviors • Public health and social change, not profit • Public health and public education + media and marketing
  • 8. Key Concepts • Getting attention • Message comprehension • Repetition • Multiple forms • Interactivity • Media-worthy
  • 9. Social Marketing Process FORMATIVE • Research • Needs Assessment • Analysis of Previous Efforts • Segment Target Audience • Refine goals
  • 10. Social Marketing Process DEVELOPMENT • Creative process • Copywriting and Design • Comps • Narrow Concepts
  • 11. Social Marketing Process TESTING • Focus Groups • Interviews • On-line panels
  • 12. Social Marketing Process MEDIA PLANNING • Media Strategy and Buying • Materials and Collateral • PR/Earned Media
  • 13. Social Marketing Process IMPLEMENTATION • Campaign launch • Media coverage • Ad placement • Materials Distribution
  • 14. Social Marketing Process EVALUATION • Process  Ads placed, materials distributed, Quitline calls • Outcome  Surveys, outcome metrics
  • 15. Does Social Marketing Work? • Commercial advertisers spent $137 billion in 2008 in U.S • 3000 advertising messages per day • Smoking • Seatbelts • Drunk Driving
  • 16. Classic Social Marketing Campaigns
  • 17. Effective Social Marketing • Adequate resources • Professional design • Get attention • Motivate change • Start dialogue
  • 18. 4P’s of (Social) Marketing • Product • Price • Place (distribution) • Promotion
  • 19. Advertising Techniques • Bandwagon • Testimonial • Transfer • Humor • Repetition • Emotional Words
  • 20. Testimonial
  • 21. Bandwagon
  • 22. Transfer
  • 23. Humor
  • 24. Repetition
  • 25. Emotional Words
  • 26. Challenges • Funding • Competing issues • Political constraints • Diversity within LGBT community • Comprehensive services