Kampanye Pemasaran Sosial Public Relations
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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
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1. Social marketing uses marketing principles and practices to facilitate behavior change for social good. It aims to satisfy consumer needs and strategically reach broad audiences to affect population-wide changes in behaviors.
2. Three common strategies for social marketing programs are authoritative, competitive, and collaborative models. Programs are designed around priority groups, products/services/behaviors, audience benefits, and the marketing mix.
3. Social marketing considers people's wants, needs, and freedom of choice, aiming for aggregated rather than individual behavior change across population segments. It focuses on both individuals and the social contexts that influence behaviors.
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Kampanye Pemasaran Sosial Public Relations
- 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