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Social and Political Marketing


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This presentation will show us about the other side of marketing science for political campaign. This can be used for developing our political campaign also!

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Social and Political Marketing

  1. 1. Social and Political Marketing Iwan Budhiarta
  2. 2. Social MarketingFirst introduced in 1970Defined as the use of marketingprinciples and techniques to influencethe acceptance of a social idea for thebenefit of individuals, groups, or society.Rooted in both commercial and socialreform campaigns
  3. 3. Health Campaigns and Social MarketingPublic Health Campaigns Strategic campaigns designed:  to promote healthy behaviors  to discourage unhealthy behaviorsSocial Marketing Campaigns Campaigns for social improvementPublic Information Campaigns Dissemination of information
  4. 4. Anti-Smoking
  5. 5. Social Marketing PrinciplesConcepts and principles of strategiccommunication campaigns (Ad/PR)Strategic campaigns designed to: spread knowledge change attitudes alter behaviors spreading messages of social change
  6. 6. Social Marketing Principles (contd.)Value-laden activities Engineering social change  Decisions about what is good and badConflicts of interests E.g., anti-smoking from Phillip MorrisTension between: Social good and individual freedoms
  7. 7. Social vs. commercial marketing campaigns Commercial Social Marketing MarketingAmount of change Large proportion of Small shifts inexpected population market shareTime frame of Delayed / Probable Instant gratificationexpected benefits Lots of scope forPresentation Cannot be hyped window dressingAvailable budget Miniscule Massive Formative andEvaluation Primarily summative summative
  8. 8. The 7 P’s of social marketingProduct: Tangible, physical products (e.g. condoms)services (e.g. medical exams), practices (e.g. drunkdriving), or intangible ideas (e.g. global poverty)Price: Monetary, opportunity cost, contributionPlace: Retailer, doctor’s office, mass mediaPromotion: Integrated use of advertising, PR,promotion, media advocacy, personal sellingPartnership: Work with other groups to max effectsPolicy: Work with policy to capitalize on lawsPolitics: Work with politicians to change policy
  9. 9. Communication objectivesPerception: Create awareness, interest, excitementRetention: Recall and recognition of messageCognition: Comprehend benefits in messageAttitude: Positive disposition, attribute evaluation,argument acceptance, reevaluation of current attitudeBehavior: Stimulate inquiries, discussion, behavior
  10. 10. Successful socialmarketing campaignsSuccess is subjective and case-specificGoals should be SMART: Specific Measurable Attainable Realistic Time-limitedTypes of evaluation: Knowledge gain Attitude change Behavioral indicators
  11. 11. Advantages of SocialMarketing CampaignsLegitimate source Government, non-profits No obvious self-interestSocial desirability of change
  12. 12. Problems with SocialMarketing CampaignsFaulty assumptions Change is not simply a function of spreading information; social norms, engrained behaviorsLack of adequate resourcesPsychological resistance Discounting the message and/or source Immunity perceptions Inability to change habitual behaviors
  13. 13. Election CampaignsCandidate elections President and Congress, State Executives and Legislatures, Local Mayoral and Council Seats Decline of political parties - IndependentsIssue referenda Public decisions about issues Increased lobbying of politicians through mediaCosts have exploded
  14. 14. Political AdvertisingKey means of communication with publicAdvertising spending accounts for majority ofcampaign budgets, especially for presidency 750,000 spots aired in ‘04 presidential race Concentrated on 1/3 of population  battleground states, battleground markets
  15. 15. Lessons for CampaigningIssue ownership and valence issuesElections are won locallyCandidates don’t control dialogueWorst inaccuracies on Internet, radio,and direct mail - less gatekeeping
  16. 16. Five things to watch in Ad CompositionImportance of non-verbal cuesSounds and music sets tonesGraphicsEditingCode words
  17. 17. Political Action Committees Ads by parties, groups, and individuals  Parties outspend candidates in 2000 Broadens strategic options  Good cop/Bad cop  Use third parties to deliver the negative  Stealth strategies  Hidebehind indecipherable names  Go negative while shielding self
  18. 18. Advertising EffectsAds have effects Drive news reporting  739 airings of Swift Boat Ads in three states drove coverage  Ads also dictate the issue agenda Influence voters’ attitudes  Shape perceptions of candidates  Provide information about positions
  19. 19. Highly ControversialQuestion quality and accuracy of info Mudslinging and misrepresentationsFear about impact on citizens Fosters cynicism and demobilizationDistort opinions and alter elections Switching vote based on ad claims
  20. 20. Lessons from Modern CampaigningCandidates don’t dictate the news discourse Though gatekeepers sometimes let themCampaigns do control websites, broadcast ads &direct media (mailers, telephone calls, etc.) Can amplify inaccuracies and distortionsElections are won locally - ex. electoral college Swing states, specific regions, local precinctsPlay good cop, bad cop - makes attacks worse
  21. 21. Negative AdvertisingNot a new occurrence – since the 50sImportant part of recent election bids
  22. 22. Negative AdsFocus on criticisms of the opponent, faultcharacter, accomplishments, or issue positions –“attack advertising”Often come from outside campaignStill, negative ads are a minority Most are contrast ads or positive ads
  23. 23. Comparative AdsContrast the sponsoring candidate withopponent on issue positions or character
  24. 24. Types of Positive AdsPositive Ads – focus on good characteristics,accomplishments, or issue positions of sponsorImage Oriented – focus on character and personal traitsIssue Oriented – focus on the issue/policy positions
  25. 25. Examples of Ethnic Appeals Segmented targeting of ethnic groups Typically appeal in native language Doesn’t always work so well
  26. 26. Political Ad EffectsThe Negativity Effect Negative Ads are more easily recalledThe “Demobilizing” Effect Negative ads are mobilizingThe Backlash Effect May actually strengthen resolve to vote