Ignite - Social Marketing - by j.h.wise
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This document provides an overview of social marketing. It begins by defining what social marketing is not, such as manipulation. It then explains that social marketing began in 1971 and focuses on influencing behaviors like accepting, rejecting, modifying or abandoning behaviors. The document outlines similarities between social and commercial marketing, such as the importance of customer orientation, exchange theory, marketing research, segmentation, and marketing mix. It notes differences are that social marketing aims to sell behavioral changes rather than products/services. It discusses upstream and downstream social marketing streams and challenges around defining what constitutes a "societal good."
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![What is Social Marketing? “Framing a discussion appropriately is ‘an ethically significant act.’” R. Frank, “The Impact of the Irrelevant,” The New York Times (May 30, 2010) (D. Kahneman) “…[D]escription is prescription. If you can get people to see the world as you do, you have unwittingly framed every subsequent choice.” D. Brooks, “Description is Prescription,” The New York Times (Nov. 26, 2010) (Tolstoy)](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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This document discusses social marketing and behavior change. It aims to raise awareness among one billion Indian people about important social issues through mass movements and campaigns. Several organizations have come together to create campaigns targeted at youth and urban populations to inform them about their rights and responsibilities. The document then discusses the principles of social marketing, including understanding the target audience, promoting specific actions, offering incentives for behavior change, and considering competition. It provides examples of social marketing objectives and outlines the basic marketing principles, 4 P's of marketing, and 6 phases of developing a social marketing strategy and program.
1.3 critical social marketing
This document discusses critical social marketing, which examines the impact of commercial marketing on society. It begins by reviewing the history and definitions of social marketing. While most social marketing focuses on downstream behavior change interventions, some definitions like Lazer and Kelley's also consider analyzing the social consequences of marketing. The document proposes a definition of "critical social marketing" and discusses tensions around how it relates to social marketing and critical marketing. It examines applications of a critical social marketing framework to studies of tobacco and food marketing. The document argues that critical social marketing is a valid subset of marketing thought that should be recognized as such.
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21st Century Communication A Reference Handbook Social .docx
21st Century Communication: A Reference
Handbook
Social Marketing Campaigns
Contributors: Timothy Edgar & Megan J. Palamé
Edited by: William F. Eadie
Book Title: 21st Century Communication: A Reference Handbook
Chapter Title: "Social Marketing Campaigns"
Pub. Date: 2009
Access Date: February 12, 2019
Publishing Company: SAGE Publications, Inc.
City: Thousand Oaks
Print ISBN: 9781412950305
Online ISBN: 9781412964005
DOI: http://dx.doi.org/10.4135/9781412964005.n91
Print pages: 822-829
© 2009 SAGE Publications, Inc. All Rights Reserved.
This PDF has been generated from SAGE Knowledge. Please note that the pagination of the online
version will vary from the pagination of the print book.
javascript:void(0);
http://dx.doi.org/10.4135/9781412964005.n91
Social Marketing Campaigns
Social marketing is a perspective that is frequently used by people within the communication discipline to
guide them on how to influence behavior. Social marketing can be traced to the writings of the sociologist G.
D. Weibe, who in the 1950s asked the question “Why can't you sell brotherhood like you sell soap?” (Weibe,
1951–1952, p. 679). Weibe was trying to make the point that marketing professionals over the years had de-
veloped very successful techniques for how to market to large-scale audiences in order to sell soap, cars, and
other tangible goods. Weibe wondered why similar techniques could not be used to sell people an idea or a
cause. In the 1960s and 1970s, other scholars began to follow his lead and began to develop the principles
of what became known as social marketing.
To better help you understand what social marketing is, this chapter will be divided into two parts. The first part
will provide an overview of the basic concepts and principles, and the second part of the chapter will offer two
case studies of actual social marketing campaigns that will illustrate the concepts. The first case study tells
the story of the VERB campaign that was aimed at 9- to 13-year-olds to increase their physical activity; the
second case, which focused on environmental concerns, provides a unique example of how social market-
ing sought to help restore a threatened ecosystem in the Chesapeake Bay through an innovative campaign
called “Save the Crabs, Then Eat 'Em.”
What is Social Marketing?
Answering the question of “What exactly is social marketing?” has proved to be a challenge historically. It is
not its own academic discipline; it is not a science; and it is not a formal theory or model. Perhaps it is best
described as a tool or framework for behavior change. In an attempt to distinguish social marketing from other
types of initiatives, the noted social marketing expert Alan Andreasen (2002) offered six defining criteria:
1. Behavior change is the benchmark used to design and evaluate interventions.
2. Projects consistently grounded strategy in audience research.
3. There is careful segmentation of the targe.
Social Marketing: How to make change happen. (V. 2.0)
Concepts about social marketing, examples of campaigns and the 7 step approach for an educational campaign.
A study of Planning and developing strategies for effective social marketing....
Hashtags ! Likes ! Tweets ! are no more just slang language. They are the official buzz-words used in marketing of business giants today. In this 21st century, social media has proved to be the most powerful tool to promote and make your business sustainable.
The social media craze's recent rise in prominence has inspired many advertisers to consider practical as well as conventional media. Primarily dependent on Internet and cellular phone applications and tools the number of social media users is more than the population of some of the countries today. The significance of social media is measured by measuring the change in sales both before and after the technology has been implemented.
Though traditional methods or strategies are used by marketers to promote their products and services, immense use of social media has forced the marketers to adapt online social platforms to advertise products and services over a bigger mass. Social media platforms are extensively used through internet connected devices like computers, mobile / cellular phones, tablets. Impact of social media on marketing can be judged by comparing marketing before social media and marketing after the introduction of social media and the type of technologies used in social media. While many books are interesting and insightful, an ideal writer may not have to be familiar with science, history, or philosophy in order to create a great work of art, he or she must be familiar with those areas in order to paint meaningful and complex images for the lay reader.
Adding commercial marketing thinking to Social Marketing
The document discusses key differences and similarities between commercial marketing and social marketing. It argues that social marketing can benefit from applying commercial marketing techniques like relationship marketing and interpreting consumer research. Specifically, social marketing should focus on building trust, commitment, and reciprocity with target audiences through open communication and mutually beneficial exchanges over the long term. This helps increase adoption of desired behaviors by meeting audiences' self-interests and needs at each stage of readiness.
Social marketing
Social advertising aims to build awareness of social problems and motivate behavior change through media. It addresses issues like health, safety, and the environment. The goals are to influence people to accept, reject, modify, or abandon behaviors that impact individuals and society. Social advertising informs about issues without promoting products or services, instead evoking a sense of responsibility. It uses marketing principles to appeal to emotions and change behaviors for social benefit.
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!
Is brand activism good for business? The short answer is: it depends. Companies with a purpose are said to have a greater voice and more connectivity with buyers. But even though consumers expect brands to take up societal causes, your political stance or support for that very cause can attract but also alienate customers. Unlike previous decades, social media has maximized everything and anything that your brand puts out. So the question is – how can brands market well, to the generation equipped with the most sophisticated Bullshit Detector in the history of mankind?
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Challenges For Social Marketing
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Pol Comm 4 Marketing
The document discusses the concept of political marketing and its application to politics. It explores whether a political marketplace exists and if marketing models can be applied to politics. While political marketing aims to understand society's needs, wants, and satisfy voters, it also faces criticisms like promoting populist policies, professionalized spin, and disengagement. Whether politics is truly compatible with marketing approaches or simply adopts some communication tools also remains an open question according to the document.
Insight And Overview Of Social Marketing
This document provides an overview of social marketing, including its evolving definitions, focus on behavior change, and relationship to commercial marketing. It discusses current issues like where social marketing activities should be focused and the different methods that may be appropriate for different situations. It also offers practical perspectives for governments on using social marketing, noting its limitations and importance of balancing it with potential social and political consequences.
Mixing Alcopops and Politics: Social Marketing and Social Change in Australia
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The project made possible by funding from the ANU College of Business and Economics
Selling and Marketing .pptx
Nature of Sales Management
To understand the concept of sales management clearly, we must go through its following characteristics:
• Goal-Oriented: Similar to other management activities, sales management also have a specific purpose and intended for the achievement of specified goals or objectives.
• Continuous Process: The sales manager needs to perform sales management functions regularly, and this process is never-ending.
• Systematic Approach: It is an organized way of handling the sales function of the company where every problem has a defined and proven solution.
• Relationship Selling: The salespeople make efforts to build a strong customer relationship to sell the products or services effectively.
• Marketing Management Integration: Marketing is a broader concept; marketing management includes all the activities related to sales management.
• Different Sales or Job Position: It is the combined efforts of the whole sales team, including salesperson, sales executive, sales head, sales manager and after-sales service personnel.
• Pervasive Function: It is a universally applicable concept which has been adopted and tested by every kind of business organizations
A sales manager needs to concentrate on the three crucial elements of sales management. Getting these three right can bring optimization of the sales management.
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Ignite - Social Marketing - by j.h.wise
- 1. What is Social Marketing? Ignite Presentation Presidio Graduate School Managerial Marketing Jake H. Wise Spring 2011
- 2. What is Social Marketing? “Framing a discussion appropriately is ‘an ethically significant act.’” R. Frank, “The Impact of the Irrelevant,” The New York Times (May 30, 2010) (D. Kahneman) “…[D]escription is prescription. If you can get people to see the world as you do, you have unwittingly framed every subsequent choice.” D. Brooks, “Description is Prescription,” The New York Times (Nov. 26, 2010) (Tolstoy)
- 3. Social Marketing is Not
- 4. Social Marketing is Not
- 6. Social Marketing is BEHAVIOR-BASED: Accept Reject Modify Abandon
- 8. Similarities Commercial vs. Social Marketing #1 Customer orientation is critical
- 9. Similarities Commercial vs. Social Marketing #2 Exchange theory is fundamental
- 10. Similarities Commercial vs. Social Marketing #3 Marketing research is used throughout the process
- 12. Marketing segmentation offers the seemingly novel thought that the poor might not all be alike!Choose one or more segments on which to concentrate efforts and resources
- 13. Similarities Commercial vs. Social Marketing #5 Marketing Mix
- 14. Similarities Commercial vs. Social Marketing #6 Quantifying the gain is key!
- 17. Social Marketing Streams Upstream: Influencing policymakers, organizations, corporations, potential sponsors, educators, physician groups, stakeholders at large
- 18. Social Marketing Streams Downstream: Influencing your target audience
- 19. Societal Good’s Slippery Slope Who has the privilege of defining “good”? The Sultan of SWOT? Chief Good Officer? The GoodFather?
- 20. Societal Good’s Slippery Slope Who determines whether the social change created by the campaign is beneficial? What is the common good baseline?
- 21. References Up and Out of Poverty: The Social Marketing Solution (P. Kotler, N.R. Lee) Chapter 3
Editor's Notes
- Sources:Retrieved from: http://pac.org/images/pages/lobbying.jpg