This document discusses the concept of social marketing and its applications. It begins by defining social marketing and tracing its origins. Social marketing aims to promote social good by applying traditional marketing principles like product, price, place and promotion to non-commercial issues. It has been used effectively in areas like health, safety, environment and social participation. However, social marketing faces some challenges in implementation due to the difficulty of changing behaviors. The document then reviews literature on social marketing applications in various fields such as health, education and environment. It concludes by discussing how social marketing can help businesses gain competitive advantage by engaging in activities that benefit the community.
Public relations (PR) involves managing communication between an organization and its various audiences to build mutually beneficial relationships. PR aims to strategically influence outcomes by identifying goals, strategies, objectives and tactics. It requires two-way communication through researching audience needs and perspectives. Effective PR is proactive by establishing goodwill before issues arise and reactive by responding appropriately when problems occur. Key principles include understanding that organizations depend on public consent, practicing two-way communication, acting with integrity before communicating, prioritizing clarity over cleverness, managing expectations proactively, and serving as a bridge rather than a barrier between organizations and their publics.
The document discusses the importance of social media and provides examples of how brands are using social media. It defines social media as tools that enable sharing and discussing information among people. Examples of social media include social networks, blogs, photo sharing, and video sharing. The document advocates that brands listen in social media conversations, participate in discussions, and relinquish some control to allow consumers to engage with the brand. It provides tips on measuring social media efforts and examples of how brands like Ford, Starbucks, and Burger King have used social media successfully.
Media plays an important role in business communication by allowing companies to gather market intelligence, recruit employees, share product information, and foster brand communities through social media platforms like LinkedIn, Facebook, Twitter, Skype, and YouTube. The document discusses how each of these platforms can be leveraged for business communication by connecting with customers and prospects, conducting recruitment and market research, sharing content and branding messages, and facilitating online discussions. Ethical principles for business communication through media include honesty, integrity, promise-keeping, fairness, concern for others, and respect.
Public Relations Practice 2014: Week 1Kane Hopkins
This document provides an overview of a public relations course taught by Dr. Kane Hopkins at Massey University. It includes contact information for Dr. Hopkins, as well as an outline of assignments, tutorials, and course content. The course will cover key topics such as definitions of public relations, the public relations process, audiences, and Wellington's demographic and psychographic profiles as examples. Students are reminded to complete assigned readings, attend workshops beginning next week, and to stay in touch with their family members.
Public relations strategy chapter 1 intro to pr커뮤니케이션북스(주)
Here are some potential PR plans and programs KT&G could implement:
- Launch a CSR campaign to promote their social contribution activities to improve public perception.
- Partner with public health organizations on smoking prevention programs to demonstrate their commitment to public health.
- Diversify their marketing communications to showcase their other business areas beyond cigarettes.
- Conduct market research to better understand customer and public opinions to guide strategy.
- Engage in transparent policy advocacy on tobacco regulations while promoting harm reduction products.
- Implement a internal CSR program to motivate employees as ambassadors of the company's efforts.
The goal is to shift public discussion away from just cigarettes and towards KT&G's broader activities and efforts to be
Globalization has significantly influenced the public relations industry by increasing connectivity between organizations and publics worldwide. As the world has become more interconnected through technology, the need for strategic communication to build relationships across borders has grown. Public relations must now consider both global and local perspectives to be effective. While formal education is important, practitioners also require experience through informal learning and professional networks to address the complex issues brought by global communication. Unless public relations education adapts to technological changes, the field risks becoming irrelevant.
Social marketing presentation november 2016Jim Mintz
This document provides an introduction and overview of social marketing planning for behavior change. It discusses key concepts in social marketing including the benefits of adopting a social marketing approach, challenges, and how meaningful impact takes time. It outlines the key components of a social marketing plan including conducting a situation analysis through environmental scans, SWOT analysis, market segmentation, identifying target audiences and influencers. It also discusses setting objectives using the SMART framework, conducting social marketing research, branding, positioning using the 4 P's of marketing framework covering product, price, place and promotion. The document emphasizes that social marketing requires a strategic long-term approach to effectively change behaviors.
Public relations (PR) involves managing communication between an organization and its various audiences to build mutually beneficial relationships. PR aims to strategically influence outcomes by identifying goals, strategies, objectives and tactics. It requires two-way communication through researching audience needs and perspectives. Effective PR is proactive by establishing goodwill before issues arise and reactive by responding appropriately when problems occur. Key principles include understanding that organizations depend on public consent, practicing two-way communication, acting with integrity before communicating, prioritizing clarity over cleverness, managing expectations proactively, and serving as a bridge rather than a barrier between organizations and their publics.
The document discusses the importance of social media and provides examples of how brands are using social media. It defines social media as tools that enable sharing and discussing information among people. Examples of social media include social networks, blogs, photo sharing, and video sharing. The document advocates that brands listen in social media conversations, participate in discussions, and relinquish some control to allow consumers to engage with the brand. It provides tips on measuring social media efforts and examples of how brands like Ford, Starbucks, and Burger King have used social media successfully.
Media plays an important role in business communication by allowing companies to gather market intelligence, recruit employees, share product information, and foster brand communities through social media platforms like LinkedIn, Facebook, Twitter, Skype, and YouTube. The document discusses how each of these platforms can be leveraged for business communication by connecting with customers and prospects, conducting recruitment and market research, sharing content and branding messages, and facilitating online discussions. Ethical principles for business communication through media include honesty, integrity, promise-keeping, fairness, concern for others, and respect.
Public Relations Practice 2014: Week 1Kane Hopkins
This document provides an overview of a public relations course taught by Dr. Kane Hopkins at Massey University. It includes contact information for Dr. Hopkins, as well as an outline of assignments, tutorials, and course content. The course will cover key topics such as definitions of public relations, the public relations process, audiences, and Wellington's demographic and psychographic profiles as examples. Students are reminded to complete assigned readings, attend workshops beginning next week, and to stay in touch with their family members.
Public relations strategy chapter 1 intro to pr커뮤니케이션북스(주)
Here are some potential PR plans and programs KT&G could implement:
- Launch a CSR campaign to promote their social contribution activities to improve public perception.
- Partner with public health organizations on smoking prevention programs to demonstrate their commitment to public health.
- Diversify their marketing communications to showcase their other business areas beyond cigarettes.
- Conduct market research to better understand customer and public opinions to guide strategy.
- Engage in transparent policy advocacy on tobacco regulations while promoting harm reduction products.
- Implement a internal CSR program to motivate employees as ambassadors of the company's efforts.
The goal is to shift public discussion away from just cigarettes and towards KT&G's broader activities and efforts to be
Globalization has significantly influenced the public relations industry by increasing connectivity between organizations and publics worldwide. As the world has become more interconnected through technology, the need for strategic communication to build relationships across borders has grown. Public relations must now consider both global and local perspectives to be effective. While formal education is important, practitioners also require experience through informal learning and professional networks to address the complex issues brought by global communication. Unless public relations education adapts to technological changes, the field risks becoming irrelevant.
Social marketing presentation november 2016Jim Mintz
This document provides an introduction and overview of social marketing planning for behavior change. It discusses key concepts in social marketing including the benefits of adopting a social marketing approach, challenges, and how meaningful impact takes time. It outlines the key components of a social marketing plan including conducting a situation analysis through environmental scans, SWOT analysis, market segmentation, identifying target audiences and influencers. It also discusses setting objectives using the SMART framework, conducting social marketing research, branding, positioning using the 4 P's of marketing framework covering product, price, place and promotion. The document emphasizes that social marketing requires a strategic long-term approach to effectively change behaviors.
Gummy Industries - We make your brand a social brandGummy Industries
This document outlines 15 steps to build a brand's social media presence. It discusses listening to customers, assessing the brand, benchmarking competitors, tracking key metrics, developing a branding and marketing strategy, establishing a content plan and community management process, defining a tone of voice, engaging influencers through digital PR, choosing advertising platforms, and being prepared to pivot the strategy based on changing conditions. The overall approach presented is to listen first, then develop a plan to thoughtfully engage and converse with customers and communities online.
2006 Report Of The Commission On Public Relations EducationKen Kaplan
This document is a report from the Commission on Public Relations Education that provides recommendations for strengthening the connection between public relations education and professional practice. The report is based on extensive research and input from educators and practitioners. It contains sections on research conducted for the report, ethics, diversity, communication technology, global implications, undergraduate education, graduate education, internships, online learning, governance, faculty qualifications, professional organizations, certification, and a call for all stakeholders to work together to better align education and practice.
This document discusses the rise of social media and its impact on marketing and branding. It outlines how social media has transformed communication by allowing for two-way dialogue and user-generated content. Unlike traditional media, social media is highly accessible, instantaneous, and changes can be made quickly. However, one's digital reputation and a single negative post can now spread rapidly and be difficult to remove. The document recommends businesses strategically use social media as a marketing tool but also work to build a strong online reputation through positive content.
For my Brand Communications Strategy course, I was tasked with planning a media mix for a company by the name of Engage Your Wellness. Engage Your Wellness is a Fort Worth startup company that specializes in research-based wellness and nutrition education in the form of consultations and classes. Focusing specifically on the paid and earned media aspects of the media mix, I laid the groundwork and specific strategies through outlets such as Facebook, Google, and traditional advertisements that will ultimately become shareable content.
This document discusses trends in public relations in 2016. It notes that while the press release has remained the primary format for over 100 years, new forms of multimedia content like video and images are becoming more influential. It also discusses how traditional marketing models based on demographics no longer work and that listening to audiences is important. Finally, it emphasizes that communities and private groups are becoming the most influential forms of media and that organizations should facilitate conversations rather than trying to control them.
This document provides guidance on effective advocacy approaches for social purpose organizations. It outlines a 4-step process for advocacy:
1. Defining your purpose - Identifying the problem/need, proposed solution, and desired outcome.
2. Identifying and understanding audiences - Determining who can help achieve your goal and what motivates them.
3. Developing persuasive messages and strategies - Crafting messages that appeal to audience values and getting the right messenger to deliver them through relevant channels.
4. Measuring performance - Tracking outputs like activities and outcomes such as results achieved.
The document uses the example of a fictional organization called "Health First" seeking more funding from the city to expand health
Dittman Incentive Marketing asked me to research the relationship between intrinsic motivation demonstrated in Social Media and its potential implications to incentive, recognition, and rewards programs and software platforms. This presentation reflects the whitepaper on that subject.
Public relations are the planned and sustained effort to establish and maintain beneficial relationships between an organization and its publics. It involves fact-finding, planning, communication, and research and evaluation. PR professionals use both external media like newspapers, radio, television and internal media like house journals, bulletins boards and printed literature to communicate with stakeholders. They also employ tools like press conferences, press releases, press tours, exhibitions, photographs and advertising. Community relations, government relations and word-of-mouth are also important aspects of public relations.
The document provides a public relations proposal and campaign for Moving Box Studios from the agency Suasion Relations. It includes a situational analysis of Moving Box Studios through a SWOT analysis and primary research findings. The SWOT analysis identifies strengths such as creativity and uniqueness, as well as weaknesses like lack of awareness and limited resources. Research included student and business surveys that showed most respondents were unfamiliar with Moving Box Studios and its services. The proposal aims to enhance Moving Box's public image and expand awareness of the company locally and nationally through strategic PR tactics.
This document provides an overview of key concepts in public relations and strategic communication. It discusses the importance of understanding audiences, using the right channels and timing to disseminate information (MAC triad), and the role of public relations as a management function to build relationships. It emphasizes the importance of accountability, credibility, and leadership in practicing public relations effectively.
Public relations is an important tool for business success that involves two-way communication between an entity and its customers/public. It aims to manage reputation and create goodwill. Key functions include media relations, crisis management, and building positive relationships. While advertising focuses on sales, public relations promotes the whole organization. An effective public relations strategy enhances prestige and presents a favorable image to stakeholders.
The document discusses goals, objectives, strategies, and tactics for social media use. It provides examples of goals such as increasing sales or traffic. Objectives should be specific, measurable, attainable, relevant and timely. Sample tactics include sharing content, finding influencers, and participating in conversations. Case studies demonstrate goals for Threadless to attract Facebook fans, Starbucks to improve customer service, and an author to market her book through blogs and social networks. The document emphasizes researching audiences and having clear reasons for using social media.
This document provides an overview of key concepts in public relations theory, including the basic elements of communication, persuasion vs manipulation, how PR works to attract and direct an audience, and theories about how media and communication influence audiences. It discusses factors like the source and message credibility, the role of opinion leaders, agenda setting and framing, and models for diffusing new ideas and motivating audiences through increasing awareness, ability, and opportunity. The document aims to educate PR professionals on applying communication theory concepts.
Public relations promotes goodwill and communication between the company and consumer. Good public relations builds relationships with your customers. It is a component of your marketing strategy; a company will be more profitable through communication and relationships with customers.
Public Relations- A Non-profit Outreach ToolAnusha Sherazy
The document discusses public relations for non-profit organizations. It defines public relations and outlines its diversity, including crisis management, issues management, and media relations. It describes how public relations can help non-profits distinguish themselves by gaining media attention and notices from potential donors and clients. The document then provides examples of effective public relations strategies for non-profits, including determining key messages, developing a communications plan, and implementing the plan. It outlines various public relations tools and strategies non-profits can use, such as front door PR, maintenance PR, outreach PR, and collaborative PR. Finally, it provides a top 10 list of public relations tips for non-profit organizations.
This document provides an overview of a training program on public relations. The program was sponsored by the UNDP and DOPT of the Government of India. It was prepared by faculty at the Anna Institute of Management in Chennai.
The training aims to impart professional public relations skills to government officials, as PR is an essential part of public policy and services. The program objectives are to explain PR concepts and importance, develop PR programs, maintain media relations, and explain the importance of organizational image.
The target group for the training is senior government officials. The content will cover topics like PR concepts, PR programs, organizational image, communication, media relations, and success traits.
This document provides an introduction to public relations (PR) in non-governmental organizations (NGOs) and activism. It discusses what NGOs are, including that they are non-profit citizen groups that advocate for issues and monitor policies. It also outlines the three main groups of NGOs: service delivery, advocacy, and campaigning. The document then discusses various PR roles in NGOs including fundraising, marketing, and campaign planning, implementation, and evaluation. It analyzes stakeholders and tactics used by NGOs, including insider vs outsider approaches and reformist vs radical strategies. In closing, it notes the trend of online activism through clicktivism.
The document discusses the role of public relations (PR) in relationship management during crisis situations from a relational perspective. It examines how communication can help PR practice of relationship management both internally and externally. Key aspects discussed include control mutuality, trust, commitment, satisfaction in exchange and communal relationships. Several research papers on topics like PR strategy, crisis communication, and relationship management are referenced.
This document provides an overview of social and societal marketing. It defines social marketing as applying commercial marketing techniques to promote social goals and influence behaviors that benefit society. The key differences between social and commercial marketing are that social marketing aims to benefit consumers and society rather than the marketer. Societal marketing considers consumers' wants, the company's needs, and long-term societal interests. It emphasizes marketing products and campaigns that support consumer health, environmental sustainability, and local communities. Both social and societal marketing apply the "4 Ps" of marketing - product, price, place, promotion - to achieve behavioral changes or social goals. However, social marketing's primary goal is social gain while societal marketing balances social and profit motives.
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.
Gummy Industries - We make your brand a social brandGummy Industries
This document outlines 15 steps to build a brand's social media presence. It discusses listening to customers, assessing the brand, benchmarking competitors, tracking key metrics, developing a branding and marketing strategy, establishing a content plan and community management process, defining a tone of voice, engaging influencers through digital PR, choosing advertising platforms, and being prepared to pivot the strategy based on changing conditions. The overall approach presented is to listen first, then develop a plan to thoughtfully engage and converse with customers and communities online.
2006 Report Of The Commission On Public Relations EducationKen Kaplan
This document is a report from the Commission on Public Relations Education that provides recommendations for strengthening the connection between public relations education and professional practice. The report is based on extensive research and input from educators and practitioners. It contains sections on research conducted for the report, ethics, diversity, communication technology, global implications, undergraduate education, graduate education, internships, online learning, governance, faculty qualifications, professional organizations, certification, and a call for all stakeholders to work together to better align education and practice.
This document discusses the rise of social media and its impact on marketing and branding. It outlines how social media has transformed communication by allowing for two-way dialogue and user-generated content. Unlike traditional media, social media is highly accessible, instantaneous, and changes can be made quickly. However, one's digital reputation and a single negative post can now spread rapidly and be difficult to remove. The document recommends businesses strategically use social media as a marketing tool but also work to build a strong online reputation through positive content.
For my Brand Communications Strategy course, I was tasked with planning a media mix for a company by the name of Engage Your Wellness. Engage Your Wellness is a Fort Worth startup company that specializes in research-based wellness and nutrition education in the form of consultations and classes. Focusing specifically on the paid and earned media aspects of the media mix, I laid the groundwork and specific strategies through outlets such as Facebook, Google, and traditional advertisements that will ultimately become shareable content.
This document discusses trends in public relations in 2016. It notes that while the press release has remained the primary format for over 100 years, new forms of multimedia content like video and images are becoming more influential. It also discusses how traditional marketing models based on demographics no longer work and that listening to audiences is important. Finally, it emphasizes that communities and private groups are becoming the most influential forms of media and that organizations should facilitate conversations rather than trying to control them.
This document provides guidance on effective advocacy approaches for social purpose organizations. It outlines a 4-step process for advocacy:
1. Defining your purpose - Identifying the problem/need, proposed solution, and desired outcome.
2. Identifying and understanding audiences - Determining who can help achieve your goal and what motivates them.
3. Developing persuasive messages and strategies - Crafting messages that appeal to audience values and getting the right messenger to deliver them through relevant channels.
4. Measuring performance - Tracking outputs like activities and outcomes such as results achieved.
The document uses the example of a fictional organization called "Health First" seeking more funding from the city to expand health
Dittman Incentive Marketing asked me to research the relationship between intrinsic motivation demonstrated in Social Media and its potential implications to incentive, recognition, and rewards programs and software platforms. This presentation reflects the whitepaper on that subject.
Public relations are the planned and sustained effort to establish and maintain beneficial relationships between an organization and its publics. It involves fact-finding, planning, communication, and research and evaluation. PR professionals use both external media like newspapers, radio, television and internal media like house journals, bulletins boards and printed literature to communicate with stakeholders. They also employ tools like press conferences, press releases, press tours, exhibitions, photographs and advertising. Community relations, government relations and word-of-mouth are also important aspects of public relations.
The document provides a public relations proposal and campaign for Moving Box Studios from the agency Suasion Relations. It includes a situational analysis of Moving Box Studios through a SWOT analysis and primary research findings. The SWOT analysis identifies strengths such as creativity and uniqueness, as well as weaknesses like lack of awareness and limited resources. Research included student and business surveys that showed most respondents were unfamiliar with Moving Box Studios and its services. The proposal aims to enhance Moving Box's public image and expand awareness of the company locally and nationally through strategic PR tactics.
This document provides an overview of key concepts in public relations and strategic communication. It discusses the importance of understanding audiences, using the right channels and timing to disseminate information (MAC triad), and the role of public relations as a management function to build relationships. It emphasizes the importance of accountability, credibility, and leadership in practicing public relations effectively.
Public relations is an important tool for business success that involves two-way communication between an entity and its customers/public. It aims to manage reputation and create goodwill. Key functions include media relations, crisis management, and building positive relationships. While advertising focuses on sales, public relations promotes the whole organization. An effective public relations strategy enhances prestige and presents a favorable image to stakeholders.
The document discusses goals, objectives, strategies, and tactics for social media use. It provides examples of goals such as increasing sales or traffic. Objectives should be specific, measurable, attainable, relevant and timely. Sample tactics include sharing content, finding influencers, and participating in conversations. Case studies demonstrate goals for Threadless to attract Facebook fans, Starbucks to improve customer service, and an author to market her book through blogs and social networks. The document emphasizes researching audiences and having clear reasons for using social media.
This document provides an overview of key concepts in public relations theory, including the basic elements of communication, persuasion vs manipulation, how PR works to attract and direct an audience, and theories about how media and communication influence audiences. It discusses factors like the source and message credibility, the role of opinion leaders, agenda setting and framing, and models for diffusing new ideas and motivating audiences through increasing awareness, ability, and opportunity. The document aims to educate PR professionals on applying communication theory concepts.
Public relations promotes goodwill and communication between the company and consumer. Good public relations builds relationships with your customers. It is a component of your marketing strategy; a company will be more profitable through communication and relationships with customers.
Public Relations- A Non-profit Outreach ToolAnusha Sherazy
The document discusses public relations for non-profit organizations. It defines public relations and outlines its diversity, including crisis management, issues management, and media relations. It describes how public relations can help non-profits distinguish themselves by gaining media attention and notices from potential donors and clients. The document then provides examples of effective public relations strategies for non-profits, including determining key messages, developing a communications plan, and implementing the plan. It outlines various public relations tools and strategies non-profits can use, such as front door PR, maintenance PR, outreach PR, and collaborative PR. Finally, it provides a top 10 list of public relations tips for non-profit organizations.
This document provides an overview of a training program on public relations. The program was sponsored by the UNDP and DOPT of the Government of India. It was prepared by faculty at the Anna Institute of Management in Chennai.
The training aims to impart professional public relations skills to government officials, as PR is an essential part of public policy and services. The program objectives are to explain PR concepts and importance, develop PR programs, maintain media relations, and explain the importance of organizational image.
The target group for the training is senior government officials. The content will cover topics like PR concepts, PR programs, organizational image, communication, media relations, and success traits.
This document provides an introduction to public relations (PR) in non-governmental organizations (NGOs) and activism. It discusses what NGOs are, including that they are non-profit citizen groups that advocate for issues and monitor policies. It also outlines the three main groups of NGOs: service delivery, advocacy, and campaigning. The document then discusses various PR roles in NGOs including fundraising, marketing, and campaign planning, implementation, and evaluation. It analyzes stakeholders and tactics used by NGOs, including insider vs outsider approaches and reformist vs radical strategies. In closing, it notes the trend of online activism through clicktivism.
The document discusses the role of public relations (PR) in relationship management during crisis situations from a relational perspective. It examines how communication can help PR practice of relationship management both internally and externally. Key aspects discussed include control mutuality, trust, commitment, satisfaction in exchange and communal relationships. Several research papers on topics like PR strategy, crisis communication, and relationship management are referenced.
This document provides an overview of social and societal marketing. It defines social marketing as applying commercial marketing techniques to promote social goals and influence behaviors that benefit society. The key differences between social and commercial marketing are that social marketing aims to benefit consumers and society rather than the marketer. Societal marketing considers consumers' wants, the company's needs, and long-term societal interests. It emphasizes marketing products and campaigns that support consumer health, environmental sustainability, and local communities. Both social and societal marketing apply the "4 Ps" of marketing - product, price, place, promotion - to achieve behavioral changes or social goals. However, social marketing's primary goal is social gain while societal marketing balances social and profit motives.
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.
This document provides an overview of marketing management concepts including:
1. It defines marketing management as the analysis, planning, implementation, and control of programs to create exchanges that satisfy objectives.
2. It describes the 4Ps of the marketing mix - product, price, promotion, and place - which are tools that marketers use to achieve their goals.
3. It explains the product lifecycle and how marketing strategies must change as a product moves through the stages of introduction, growth, maturity, and decline.
Social marketing is the adaptation of commercial marketing techniques to promote social good and influence behaviors. It involves understanding target audiences, identifying desired behaviors to influence, and using a variety of tools and marketing strategies to encourage behaviors that benefit individuals and society. Social marketing follows a systematic process of research, planning, design, execution, and evaluation. It has been used successfully in public health campaigns and to address issues like drug abuse and organ donation. A key aspect is understanding things from the target audience's perspective and identifying benefits that outweigh costs or barriers to the desired behavior.
A study of Planning and developing strategies for effective social marketing....Prof. Ambar Beharay
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.
This document discusses social marketing, which aims to influence behaviors and attitudes to achieve social objectives. It defines social marketing as using commercial marketing techniques to promote voluntary behavior change for personal and social welfare. The key aspects of social marketing discussed are developing need-based and eco-friendly products/services, using rational promotional policies, reasonable pricing, effective distribution, partnerships between organizations and society, and supportive government policies. Social marketing is applied in areas like health promotion, environment conservation, and economic development. It has potential to address issues in developing countries like India related to poverty, pollution, and more. Information technology can help social marketers better communicate and build support for social reform campaigns.
This document provides an overview of social marketing in health. It defines social marketing and compares it to commercial marketing. The document outlines the objectives, process, and key components of social marketing such as research, segmentation, strategies using the marketing mix. It provides examples of social marketing programs in India for family planning and discusses their achievements. The document also discusses ethics, barriers and the future of social marketing.
Study on the consumer buying behavior for shalimar paintPrateek Gahlot
This document provides an overview of marketing, management, marketing tools, and consumer behavior. It then discusses Shalimar Paints, an Indian paint manufacturing company founded in 1902. The company introduced many firsts in industrial coatings for structures, aircraft, and more. It is now owned by the O.P. Jindal Group and S.S. Jhunjhnuwala Group and aims to be one of India's fastest growing paint companies through its balanced approach to art and science in product development. The board of directors is discussed, including promoter director Girish Jhunjhnuwala who helped expand his family's business.
This presentation is present in Indian Library Association (ILA) Conference held in Birla Institute of Management Greater Noida from 21 Jan to 24 Jan 2010
Social marketing aims to benefit society rather than marketers by influencing behaviors like health and social lifestyles. It applies marketing concepts to social issues. Key elements include understanding target audiences, the "marketing mix" of product, price, place and promotion, and additional factors like publics, partnerships, policy, and funding sources. Some social issues in marketing are exploiting social paradigms, surrogate ads, predatory pricing, false ads, post-purchase dissonance, intrusive promotions, copyright violations, and political and internet marketing ethics.
Consumer Behavior notes mba unit number 1LubnaZurar
The document provides an overview of consumer behavior and marketing concepts. It discusses how consumer behavior is influenced by internal and external factors and the importance of understanding consumer decision making for marketers. The marketing concept and marketing mix of 4Ps are defined. Consumer research methods including qualitative and quantitative approaches are described. The consumer decision making model and importance of consumer research for developing marketing strategies is summarized.
Commerce material DIRECT RECRUITMENT FOR THE POST OF POST GRADUATE ASSISTAN...hariharan n
The document discusses key concepts in marketing such as market orientations, approaches to marketing, pricing strategies, advertising, and media. It explains the production concept, product concept, selling concept, marketing concept, and societal concept as different market orientations that guide a company's planning approach. Various pricing strategies are also outlined, including demand pricing, competitive pricing, cost-plus pricing, penetration pricing, and price skimming. Advertising is defined as techniques used to promote products, services, or causes to the public. Media refers to communication channels like newspapers, television, radio, and the internet used to disseminate information.
This document provides an overview of social marketing. It defines social marketing and identifies its goals as achieving socially desirable behavior changes. The document describes the key features and disciplines of social marketing, including its use of marketing techniques like segmentation to influence behaviors related to health, safety, and social issues. It also outlines the marketing mix (4Ps) approach used in social marketing and provides examples of how social marketing has been applied to promote behaviors like contraceptive use and breast cancer screening. Limitations and challenges of social marketing are also discussed.
The effect of social media on pre- and post purchasing behavior: Evidence fro...Tuncay Taşkın
The document analyzes the effect of social media on consumer purchasing behavior in Turkey. It finds that social media has a meaningful positive impact on both pre-purchase and post-purchase behavior. Specifically:
1) Social media is found to have a positive effect on consumers' research and decision making before purchasing a product.
2) Social media also has a positive impact on consumer behavior after purchasing, though consumers are less likely to share on company pages or recommend products on social media.
3) There is a meaningful but not strong relationship between how frequently consumers use social media and the impact it has on their purchasing decisions.
Impact of social media on consumer spending.pdfAniket Kangane
My college project on the impact of social media on consumer spending is a fascinating topic that can shed light on the growing influence of social media platforms on modern commerce. Social media platforms such as Facebook, Instagram and YouTube have transformed the way consumers shop, interact with brands, and make purchasing decisions.
Marketing involves a variety of functions aimed at facilitating the exchange of goods between producers and consumers. Key functions include buying and selling of goods, transportation and storage to create place and time utilities, and facilitating functions like financing, risk bearing, standardization, market information, and promotion. Marketing ultimately aims to satisfy consumer needs and wants through the transfer of products.
Mixing Alcopops and Politics: Social Marketing and Social Change in AustraliaStephen Dann
Mixing Alcopops and Politics: Social Marketing and Social Change in Australia. Presented to the ANU MMIB School Staff Seminar on October 15, 2009 as part of the Social Marketing Benchmark Project
The project made possible by funding from the ANU College of Business and Economics
The document discusses the influence of marketing mix strategy on Zayurku's ready food business plan in Indonesia. It analyzes Zayurku's use of the 7P marketing mix strategy, which includes product, price, place, promotion, people, process, and physical evidence. The findings indicate that Zayurku's marketing approach utilizes both traditional and digital promotional elements. Customer satisfaction is expected from Zayurku's products and services due to their strong reputation resulting from their marketing strategy.
This document provides an overview of marketing concepts and definitions. It discusses that marketing is everyone's responsibility from receptionists to board members. Marketing management focuses on applying marketing techniques and managing resources. The document also defines marketing in several ways and notes they are all correct. Marketing is about meeting customer needs profitably. It discusses what can be marketed, the core of marketing as exchange/transactions, key customer markets, and a company's orientation towards customers from production to holistic marketing concepts.
How to Download & Install Module From the Odoo App Store in Odoo 17Celine George
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Social marketingconceptapplicationofsocialmarketingonorganizations
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Social Marketing Concept & Application of Social Marketing on Organizations
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2. Kulter Demirgunes Banu et.ai.j July-August 2014 | Vol.3 | Issue 4|01-07 1
ISSN: 2278-3369
International Journal of Advances in Management and Economics Available online at
www.managementjournal.info
Social Marketing Concept & Application of Social Marketing on
Organizations
Kulter Demirgunes Banu1*, Ozdemir Sami S.2
1
Ahi Evran University, Faculty of Economics and Administrative Sciences, Department of Management, Kırşehir /Turkey.
2
Balıkesir University, Faculty of Tourism, Balıkesir/Turkey.
Corresponding Author: Email: banu.kulter@ahievran.edu.tr
Abstract
While at the beginning a product and sales oriented concept was dominant in the business world since the industrial revolution,
customer oriented concept has today become inevitable. Based on this concept, which is expressed as social responsibility
concept, the business can fulfill its own purposes only as long as it meets the individual and community requirements. Social
marketing concept has become one of the means which are commonly used for this purpose. This study handles social marketing
concept, which is one of the new marketing approaches which develop along with the changing marketing concept. A literature
examination has been made for reviewing articles and showing the fields of social marketing applications. The study includes the
kinds of applications of social marketing in the world and in Turkey and is implemented as a theory and application oriented
literature examination. Besides defining social marketing conceptually, the study sets forth the importance of social marketing for
the businesses to gain competitive advantage and maintain their operations and it gives opinions about new social marketing
applications.
Keywords: Social marketing, Social marketing applications.
Introduction
Today, social marketing concept has become a highly
important field for companies, which is proved by the
works and planning exercised by many companies
throughout the world in this field and it is specified that
this is realized with the influence of the rooted change in
social priorities. Recent studies which focus on social
marketing applications in businesses have shown that
consumers rather prefer the brands which participate in
social marketing activities in their purchases.
This study handles social marketing concept, and explains
the definition, occurrence, development process,
characteristics of social marketing and the fields of
application of social marketing and the problems in
application. Furthermore, the importance of social
marketing in terms of businesses is specified and social
marketing applications in several businesses are given.
Social Marketing Concept
In today's modern marketing concept, companies' use of
marketing only for obtaining profit, increasing the sales,
getting new customers, gaining income for the business is
considered a kind of disturbance by target market.
Marketing, in general, is the process of planning and
application with respect to the improvement, pricing,
promotion and distribution of goods, services and opinions
to realize the changes that will lead to the achievement of
marketing, personal and organizational goals. Marketing
science, on the other hand, is always in change in parallel
with the processes of change experienced by the
communities. Therefore, marketing concept has also quite
been differentiated when compared to the past. Today,
marketing is closely associated with the consideration of
long term targets, paying attention to its stakeholders, and
the provision of the sustainability of social sources by the
business [1]. As a result of the improvement and
enhancement of production technologies, consumers'
needs have arrived at a determinant position. This has
made consumers the focus point for goods or service
producing organizations. And this has showed up along a
new marketing concept. As a part of the new marketing
concept, marketing of several matters have been started by
the businesses for the benefit of the community.
Non-profit, utility marketing applications which aim to
make the society to adopt a social opinion are called social
marketing [2].
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Kulter Demirgunes Banu et.ai.j July-August 2014 | Vol.3 | Issue 4|01- 07 2
Businesses are expected to spend a part of the income they
have received from the community through product sales
for community oriented works. And social marketing
concept is shaped in line with this expectation [3].
Kotler and Zaltman were the first users of Social
Marketing concept by their article titled "Social Marketing
an Approach to Planned Social Change" which was
published in Journal of Marketing in 1971. The term social
marketing was used for the first time in that study. Kotler
and Zaltman perceived social marketing as similar to
traditional marketing and revealed that the marketer
focussed on target market and general community benefits
-rather than profit. Based on this opinion, social marketing
is expressed as "planned social change approach" [2].
Having been defined as planned social change approach
by Kotler and Zaltman [2], social marketing is usually
explained as the efforts developed to increase the
promotion and acceptability of social opinions. And these
opinions are spread in line with adapting traditional
marketing elements - product, price, place, promotion- to
social marketing. It could also be said that social
marketing concept was developed to answer some needs
such as emphasizing non-profit material consumption and
eliminating the differences of opinion among the needs of
the community as a result of the change in social
marketing. [4].
The component which is called product in traditional
marketing usually expresses a social opinion in social
marketing. It is aimed to make the target market adopt this
opinion. According to Brown [5], social product is
assessed in three dimensions which are a behaviour which
marketers attempt to influence (actual product), benefits
recommended to a certain target market as a whole
(essence product) and nonphysical products or services
recommended by social marketers (expanded product).
Price, which is considered the cost created by the changing
behaviours in social marketing process, on the other hand,
is not qualified with a monetary value [6]. In social
marketing dimension, promotion activities are explained
as the persuasion and communication strategies which will
make the social product familiar, acceptable and even
desirable for people. Places to reach information or
education such as distribution channels, physicians'
offices, shopping stores, and mass media are defined as the
last element of social marketing mix [2].
Andreason [7] defines social marketing as the analysis,
planning, application and assessment works to increase
personal and social welfare of the target market, create
voluntariness phenomenon by using traditional marketing
technologies and emphasizes that social marketing is also
associated with influencing behaviours. In the study by
Nathanson [8] it is also reported that social marketing is
associated with changing not only opinions but also
behaviours.
Social marketing concept is explained as targeting
customer satisfaction and long term consumer welfare by
a consumer oriented approach. Thus, businesses should
also consider the social priorities in addition to their
customer satisfaction goal [9]. Besides, in order to create a
balanced social marketing perception, the balance
between customer (satisfaction), business (profit) and
community (welfare) should be achieved [10].
The goals of social marketing in line with social marketing
related qualifications can be summarized as presenting
applications which intend to create targeted behaviours in
the community, change the behaviours and increase the
qualifications, and providing change in beliefs [11].
Fundamentally, social marketing, which develops in line
with the opinion of adapting traditional marketing
applications to social activities, still shows some
differences in structure from traditional marketing type.
According to Andreason [7]; the main standing out
differences are that social marketers' aim to "do something
good" while commercial marketers wish to "earn money"
and commercial marketing applications create funds by
means of investments while social marketing activities
create funds thanks to taxes and donations.
Fields of Application of Social Marketing
In line with the increasing need for social change, some
fields of research have been created with regard to the use
of social marketing method. These fields which are
classified by Kotler and Lee [12] were determined as
health, safety, environmental protection and provision of
social participation. Accordingly, social marketing also
provides benefits for health by reducing tobacco
consumption, obesity, chest cancer, HIV, AIDS, diabetes
etc. cases; for safety by preventing drunk driving and
spreading the use of safety belt; for environmental
protection by activities such as waste reduction, wild life
protection; for social participation by organ and blood
donation, housing street animals etc. Dinan and Sargeant
[13] classify certain subjects which attract attention in the
community and in which social marketing applications
have become common as general health, HIV infection
and sexual responsibility, harms of smoking, alcohol and
drug addiction, pollution and business ethics.
The subjects which are included within the areas of
interest of social marketing undoubtedly show difference
in every society. For example, while AIDS, environmental
problems and obesity are some of the important headings
in Europe and America and institutions carry out their
social marketing applications mostly about these headings,
education is seen prominent in the social marketing
applications of Turkey. Many works have been signed in
Turkey particularly in relation to sending female children
to school. Besides, "environment" (green marketing) could
be mentioned as the common and attractive social
marketing subject in the whole world. When the fields of
application are listed in general, "environment, health,
education, sports, aid campaigns," could be mentioned as
the most frequently specified social marketing subjects in
literature.
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Kulter Demirgunes Banu et.ai.j July-August 2014 | Vol.3 | Issue 4|01- 07 2
Obstacles for Social Marketing
Applications
While social marketing applications become rapidly
widespread on one hand, there is confusion from time to
time about what social marketing is and how it should be
applied, on the other. The same problem is available
among social marketing specialists [14]. Andreasen [15]
states that the concepts, applications and programs which
are mostly uttered as social marketing are not social
marketing. It will not be correct to qualify the programs
which do not focus on consumer behaviour, not create
strategies in the consumer's mind, not involve sufficient
marketing researches, not carefully segment the market
and not take competition into consideration as social
marketing [15].
Social marketing is a much more difficult process when
compared to traditional marketing. This is because it
requires changing uncontrollable behaviours and it usually
has to be realized through very scarce sources. Social
marketing undertakes the duty of creating change in
behaviour and making an opinion adopted; and encounters
a number of obstacles in application. Some of these
obstacles originate from social marketing's own
characteristics while others originate from the perception
of social marketing as the same thing with social
advertisement.
One of the most important problems encountered in social
marketing applications originates from the confusion
between social marketing and social advertisement. It is
not a correct approach to perceive social marketing as a
public oriented social advertisement. Social marketing
covers all elements of marketing mix beyond social
advertisement dimensions [16].
Social advertisement should be maintained in integration
with other elements of marketing mix. In this sense, social
marketing expresses a much larger opinion than social
advertisement and even social communication [2]. Besides
the synonymous use of social marketing and social
advertisement and the inability to comprehend social
marketing as a more extensive concept than social
advertisement; another matter which makes social
marketing more difficult than traditional marketing is
associated with the main purpose of social marketing. It is
merely a highly difficult process to create change in
behaviour, which is one of the main targets of social
marketing. Creating change in behaviour in people is more
difficult in social marketing when compared to traditional
marketing, and changing beliefs and prejudices with
regard to certain ways of behaviour requires a long - range
process.
Literature Review
When compared to other disciplines, it could be said that
social marketing is one of the areas where fewer studies
are done but it could be misleading to classify it because of
its fields of research which cover a great variety of subjects
[8]. In his study where he includes the bibliometric
analysis of his publication in the field of social marketing,
Alves [17] states that social marketing oriented studies
reached to the highest level in 2007. After Kotler and Levy
[18] revealed social marketing concept, there were many
studies which supported the importance of social
marketing and mentioned the fields to be used. Graham
[19] explained that marketing had the ability to guide all
organizations whether it has profit motive or not. Jones
[20] stated that marketing applications can also be
assessed as operations such as teaching at school, making
religious propaganda at the church and ensuring the
application of orders at military service [20].
After the assessments of Laczinak et al., [21] which was
generally accepted in mentioning social marketing to have
the potential to provide benefit in many fields, the studies
which are doe in many fields mainly including health are
associated with social marketing.
Many researchers such as Manoff, Lefebvre, Flora,
Meibach, Siegel and Donor who study in the field of
health associate their studies with social marketing
concept and mainly deal with alcohol and smoking,
sexually transmitted diseases, family planning, obesity
and nutrition topics [8].
Besides, family planning oriented social marketing studies
are also frequently encountered in literature. One of the
most important examples of these studies is the study by
Fox and Kotler [22] which contains social marketing
oriented specific programs and activities. This study
reveals that most of the family planning oriented
campaigns are implemented under the sponsorship of the
state and economic & social gains could be obtained by
creating an effective birth control and awareness against
rapid increase in population [22]. Primarily, social
marketing is a highly important marketing notion in
spreading social reasons. The development of social
marketing should be monitored by means of social ads and
social communication. Its effects in family planning,
prevention of heart attack and other fields of health and its
spread within the community should be examined as an
application, and many state organizations and associations
which deal with social projects as a single unit should be
directed towards social communication and social
marketing [22].
Another study explains that public based health education
programs raise the awareness of the public, lead to
conscious changes in behaviours and effective changes in
the field of public health. It is emphasized that social
marketing technique and theories are effective in meeting
the deficits [23].
Apart from these applications, there are also subject such
as encouraging child adoption [24], female children's
chance to further exploit education facilities in
underdeveloped countries
[25] , preventing violence against women by
supporting economic development in countryside
[26] within the scope of social marketing.
Most of the social marketing researchers also focus on
theoretical discussions in topics such as the advantages
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Kulter Demirgunes Banu et.ai.j July-August 2014 | Vol.3 | Issue 4|01- 07 2
and difficulties of social marketing besides empirical and
descriptive case studies [8]. They try to explain social
marketing concept and its development, discuss the
problems which are encountered in social marketing,
present suggestions with regard to the preparation of more
effective social program by overcoming these problems
[27]. "Phases of Changing Approaches, "Health Belief
Model" [28], "Social Learning Theory" [29], "Personal
Strength Theory" [30], "Introduction to Education
Programs" [31] are among of the examples of the
theoretical studies in the field of social marketing.
One of the subjects where social marketing is rather
discussed theoretically is the ethic assessments. Ethic in
social marketing is defined within theoretical framework
and the importance of ethic assessments are mentioned
[32]. In their study where they dealt with social marketing
as a business strategy, Davidson and Novelli [33] reveals
the non-ethic elements in social marketing. Kirby and
Andreasen [34] also use ethic assessments in social
marketing as a tool to assess cost and benefit analyses of
any marketing program.
Social marketing studies have been implemented in
several subjects in national literature. Subjects on social
marketing application in different fields include handling
environmental awareness in terms of social responsibility
[35], marketing applications in non-profit organizations
[36], supporting the education [37], making use of social
marketing in order to remove the socioeconomic reasons
of terrorism [38] promoting sports through social
marketing [39]. And, there are also theoretical studies on
the explanation of social marketing concept and obstacles
of social marketing [27].
Social Marketing Applications in
Businesses
Marketing activities are quite important in introducing the
products of the businesses and providing solutions for
consumers. Businesses have responsibility towards the
community while meeting the wishes and needs of the
consumers. Shareholders have to establish a balance
between the community and the consumers. Particularly,
the severity of competition between the brands forces
businesses to assess their marketing strategies and
primarily reaching the consumer. Within this scope,
businesses which are engaged in activities for the benefit
of the community gain a distinguishing competitive
advantage.
As mentioned by Ingram et al., [40], if consumers perceive
non-ethic behaviours of the business, it is inevitable to
lose a loyal consumer group. For, the consumer's
commitment to the brand or the business is a
psychological and emotional commitment. Having ethical
values, working for the benefit of the community etc. is
closely associated with creating a positive image in
consumer's mind [40].
In the case of preference among similar products,
consumers can purchase by making assessments on which
business has more social responsibility. The result of a
research which was made in England in 1996 also supports
this judgment. Accordingly, if the quality and price of a
product is equal, the 76% of the consumers prefer the
social purpose associated brands. Likewise, 64% of the
consumers have a tendency to pay 5% more, on average,
to the brands associated with social purpose while this is
approximately 10% on average for 20% of them. When
these rates are taken into consideration, it is inevitable for
the businesses to understand the importance of social
responsibility and use it as a distinguishing characteristic.
While defining an excellent company, Ford Motor
Business stated that "it has to offer great products and
work to make the world a better place", which is an
important example to emphasize the importance of social
marketing [41].
Within the context of balance among customer
satisfaction, business profit and community welfare which
are mentioned to be necessarily considered by businesses,
Hewlett Packard Company required a change in the design
of packages of printing boxes. Such an application was
determined to be effective in protecting the environment.
This application could make a contribution to the
environment equal to withdrawing 3.600 automobiles
from the traffic every year. It was also stipulated that
material savings could be made by providing the reduction
in transfer costs and by transition to the use of recyclable
material thanks to lighter and smaller packages.
Another example in this regard is that the acceptance of
the year 2007 as the year of Mevlana by the United
Nations Educational, Scientific and Cultural Organization
(UNESCO) and the organization of Mevlana events in the
USA by Koç Holding could be evaluated within the
application of social marketing. Upon the implementation
of this event, it could be said that the business could
provide a competitive advantage to increase brand
recognition.
As another social project, Renault and Total started a
banner contest on drawing safe roads as imagined by
elementary school students through their projects called
"First Steps on the Street". Through with this project, they
aimed to reinforce the knowledge of the students and make
them think about the traffic problem.
In addition to these examples, the support provided for the
education of the children with limited financial status
through Argelik's project which was started together with
the Ministry of National Education; the sponsorship
applications of Ülker to promote social responsibility
projects; Vestel's long term social responsibility projects
which contribute to Turkish sports, mainly athletics can
also be shown as other examples of social marketing
applications which are implemented by businesses.
The businesses which carry out the mentioned social
responsibility projects obtain advantages such as
increasing their sales and market shares, strengthening
their brand positions, enriching their corporate images,
ensuring their employees' motivation, reducing their
operating costs and becoming more attractive in mind of
the investors. The activities within the content of social
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Kulter Demirgunes Banu et.ai.j July-August 2014 | Vol.3 | Issue 4|01- 07 2
marketing appear in line with the opinion to create social
benefit, and they also provide businesses with competitive
advantage in promotion of their brands.
Conclusion
The change in the marketing applications as a result of the
advancements in the community has led to the start of the
sense of social marketing as of 1970s and the
organizations started to apply the marketing principles and
methods which are applied in the non-profit organizations.
This is mainly because the businesses need to satisfy
customer and to balance social welfare and profit. The
consumers' tendency to prefer the brands which are
engaged in social marketing activities is also another
factor which encourages businesses.
As the activities which aim to change the opinions or
behaviours to provide benefit for the community, social
marketing applications are generally applied in the fields
such as family planning, breaking the habit of smoking and
drug addiction, fighting against transmitting diseases,
changing nutritive habits, protection of the environment
etc. In literature, studies on health which are mainly family
planning, reducing smoking, alcohol and drug addiction,
nutritive habits and obesity are prominent.
When these studies are evaluated, it is observed that more
successful results are obtained in social marketing
applications on family planning particularly in the
developing countries. Besides, applications on nutrition
and sport activities within the scope of protecting heart
health and studies on quitting bad habits can also be
evaluated as the fields where social marketing obtains
successful results.
Social marketing oriented applications and their benefits
at several dimensions can also be expended to different
fields. For example, social marketing can be used as a tool
in removing socioeconomic level differences by working
together with national and international aid organizations.
Such an application can be considered a new field.
Social marketing can also be applied further on education
particularly for the developing countries. More effective
education and instruction process and obtaining the
expected result within a short time can be aimed. Not only
the continuation of education but also the ability to make
research, effective learning and efficient working can also
be promoted through social marketing. Within this view, a
concept can be created to gain these skills in education and
instruction at schools. The current education problems can
be identified and suggestions can be developed within the
concept of social marketing.
Advertisement, which has an important place in traditional
marketing, can also be evaluated within the concept of
social marketing. The ethical aspect of advertisement can
rather become an extensive application in the field of
social marketing. As a matter of fact, advertisement can
create negative effects on the consumers. Health, nutrition,
ethic behaviours, deceptive and misleading behaviours etc.
can be considered as social responsibilities that must be
considered in advertising.
Expansion of the field of application of social marketing
and provision of its sustainability will not only provide a
long term competitive advantage for the businesses but
also bring along customer satisfaction and social welfare.
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