Disusun oleh Famesya Ramadhani untuk memenuhi tugas mata kuliah Kampanye Pemasaran Sosial Strategic Marketing Public Relations di Universitas Al Azhar Indonesia jurusan Ilmu Komunikasi peminatan Strategic Marketing Public Relations. Famesya Ramadhani NIM: 0802515064 PR15A Dosen: M. Ghozali Moenawar

1. THE HISTORY & DOMAIN OF SOCIAL
MARKETING
PRINCIPLES OF SOCIAL MARKETING
Mata Kuliah Kampanye Pemasaran Sosial Strategic Marketing Public Relations
Dosen Pembimbing: M. Ghozali Moenawar
Famesya Ramadhani
0802515064
PR15A
AL-AZHAR UNIVERSITY of INDONESIA
T.A. 2017-2018

2. THE EFFECT OF OTHER MARKETING ON
SOCIAL MARKETING
1. Marketing System
It is a collection of institutions that perform the tasks of marketers of goods,
services, ideas, people and environmental factors that influence each other, and
shape and influence the relationships of companies and markets. With a unique and
innovative system, social marketing can work effectively.
2. Consumer Behavior
In social marketing, consumer behavior will determine the issues to be raised
and the concepts of social marketing to be executed.
by Famesya Ramadhani

3. THE EFFECT OF OTHER MARKETING ON
SOCIAL MARKETING
3. Macro Marketing
The macro environment is a broadly cangkupan environment such as
demography, geography, environment, economy, politics. So it is very influential on
social marketing such as affecting the theme of what will be appointed.
4. Exchange Concept
Currently the concept of exchange / sales has grown, no longer 2 parties who
transact goods or services to gain profit, but also transactions of other things such as
messages and news. It affects the increasingly necessary social marketing to send a
positive message to the executor.
by Famesya Ramadhani

4. AN INTEGRATIVE MODEL FOR SOCIAL
MARKETING
1. Social marketing is focused on people-their wants and needs, aspirations, and
lifestyles and honors their freedom of choice.
2. Social marketing aims for aggregated behavior change-priority ssegments of the
population or markets, not individuals, are the focus of programs.
by Famesya Ramadhani

5. DESIGNING INTEGRATED SOCIAL
MARKETING PROGRAMS
4 approach that revolve around and indentified benefit or value proposition for a priority
segment of the population:
1. Priority Group
2. Product, services and behaviors (PSB)
BRAND
PERSONALITY
3. The audience benefit
4. The marketing mix
PSB
PRICE
PLACE
PROMOTION
by Famesya Ramadhani

6. MARKETS AND SOCIAL MARKETING
• A network of individuals, groups and or entities
• Embedded in social matrix
• Linked directly or indirectly through sequential or shared participation in
economic exchange
• Which jointly and collectively create value with and for customers, through the
use of;
• Assortments of products, services, experiences, and ideas
• That emerge in response to or anticipation of customer demand
by Shinta Aulya