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| Social marketing is the use of |
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| commercial marketing techniques to help in acquisition of a behavior that is beneficial for the health of a target population. |
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| Social marketing is becoming popular in |
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| the governmental sector as well as the not-for-profit sector in the United States and many other countries around the world in influencing behaviors. |
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| In the field of health, some important applications of social marketing include (4) |
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-Family planning
-Recruiting blood donors
-Infant mortality reduction by oral rehydration
-Smoking prevention in adolescents |
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| The health communications field has been rapidly changing over |
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| From _____-dimensional (PSAs only) to a multifaceted approach drawing from commercial marketers, |
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| No more _______ information channels |
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| Public health professionals are learning to |
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| listen to the needs and desires of the target audience themselves, and building the program from there. |
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| This focus on the "consumer" involves |
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| in-depth research and constant re-evaluation of every aspect of the program. |
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| _______ and _________ together form the very cornerstone of the social marketing process. |
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| Commercial vs. Social Marketing: Content & Objectives |
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-Social marketing is a more complex concept, and sometimes also less effective than commercial.
-Aims to influence & benefit target audience’s ideas and behavior (ex: to use condoms). |
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| Commercial marketing purpose |
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| Making behavior change for social causes |
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| Commercial marketing expectations |
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| Social marketing expectations |
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| Commercial marketing scrutiny |
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| usually done in the private sector |
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| Social marketing scrutiny |
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| Done from a variety of sources |
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| Commercial marketing novelty |
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| usually selling a known product |
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| Sometimes selling an idea that is totally new |
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| Commercial marketing Educational level of audiences |
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| Variable and includes different sections |
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| Social marketing Educational level of audiences |
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| Usually vulnerable sections with low literacy |
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| Commercial marketing Distasteful behaviors |
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| Usually caters to what public likes |
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| Social marketing Distasteful behaviors |
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| Often has to cater to what people do not want to change, e.g., wearing a seat belt |
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| Commercial marketing Involvement between marketer and public |
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| Social marketing Involvement between marketer and public |
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| Commercial marketing benefits |
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| Social marketing benefits |
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| Commercial marketing third parties |
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| Direct benefits to people using the product |
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| Social marketing third parties |
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| Often the benefits are to third parties such as poor people, etc |
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| Commercial marketing self-rewards |
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| Usually the rewards are external, e.g., discount, better product, etc. |
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| Social marketing self-rewards |
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| Usually the rewards offered are internal or self rewards, e.g., weight loss |
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| Commercial marketing budget |
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| Commercial marketing funding |
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| Usually government or not-for-profit foundations |
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| Commercial marketing Choices of products |
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| Social marketing Choices of products |
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-Programs more effective if they are based on an understanding of the target audience's own perceptions of the proposed exchange.
-Target audiences are seldom uniform in their perceptions and/or likely responses to marketing efforts.
-Should be partitioned into segments |
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| Distinct groups of people who are similar to each other in different characteristics and thus likely to respond to messages in a similar way are identified |
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| geographic factors, demographic factors, medical history factors, personality characteristics, attitudinal factors, behavioral factors, and so on |
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| Consumer orientation determines the (3) |
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Perceptions
Needs
Wants of target markets |
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| Consumer orientation satisfies through (4) |
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Design
Communication
Pricing
Delivery of appropriate, competitive, and visible offerings. |
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| Consumer orientation is ______-driven, not _____-driven |
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| implies the transfer or transaction of something valuable between two individuals or groups. |
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| between a marketing organization & members of target audience |
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Individuals, groups, and organizations have resources
Money, effort, or time
Willing to exchange for perceived benefits
Mutual fulfillment of self-interest
Looking and feeling better, social prestige, and being independent |
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| The 4 “P’s” of Social Marketing |
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Product
Price
Place
Promotion |
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| The right kind of behavioral change |
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| behavior that is being promoted AND the benefits that go along with it. |
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| Product - They first percieve |
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they have a genuine problem
Product offering is a good solution for that problem |
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| the package of benefits associated with the desired action |
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discovers the consumers' perceptions of the problem and the product
Determines how important they feel it is to take action against the problem |
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| An exchange of benefits & costs |
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| Barriers or costs (tangible or intangible) involved in adopting the behavior |
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| Minimize the "______" the target audience believes it must pay in the exchange. |
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| Making new behaviors easy to do |
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| where the audience will perform the behavior |
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| Place making the “product” _______ & __________ |
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Place
Delivering benefits in the right _____ at the right _______ |
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| Make the exchange and its opportunities available in "_______" that reach the audience and fit its lifestyles. |
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| Tangible vs. Intangible Products determines |
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Refers to the distribution system--where it is sold, or places where it is given out for free.
Warehouse, sales force, retail outlets |
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Refers to channels that reach consumers with information or training.
This may include doctors' offices, shopping malls, mass media vehicles or in-home demonstrations.
How to ensure accessibility of the offering and quality of the service delivery. |
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| Delivering the message to the audience |
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How the practitioner notifies the target market of the product
Also notifies of its benefits, reasonable cost, and convenience |
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| opportunity with creativity and through channels and tactics that maximize desired responses. |
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| making the “Product" available |
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Most important "vehicles" for creating awareness of social products
As well as for distributing non-tangible products. |
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| Effectiveness varies greatly |
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-The communication channels selected should be ones the target audience comes into contact with on a regular basis
-Perceived as being credible
Audience must be familiar with a medium and with performers makes it easier to get message accepted |
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| Representing the “Product” |
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| Spokesperson- Representing the “Product” |
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-Essential that the target groups feel they are being personally addressed and taken seriously, with due respect to their human dignity and their private sphere.
-The selection (with regard to personality, ability to empathize, social esteem, age and sex, and so on) as well as to their training is important. |
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| The marketplace is constantly changing and so program effects must be regularly monitored and management must be prepared to rapidly alter strategies and tactics. |
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The 4 P's
Looking for the optimal marketing mix that produces a timely exchange that |
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Heightens benefits
Reduces barriers
Offers a better choice than the competition |
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| Additional Social Marketing "P's" (4) |
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-Publics
-Partnership
-Policy
-Purse strings |
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| Primary and secondary audiences involved in the program |
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| Establishing collaboration with multiple partners who would work on the same issue |
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| Creating the environmental supports in order to sustain the behavior change |
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| Amount of money available at one’s disposal for the campaign |
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-Those factors that discourage people from taking an action they would otherwise do.
-To gain widespread adoption, common barriers to doing the action must first be removed.
-Individuals should not be held solely responsible for taking action;
-Networks, organizations and communities must work to remove barriers to make "the right choice the easier choice". |
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-Nature of the product
-Social bias and censure
-Fear of side effects, complications, or other perceived negative results. |
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| Overcoming obstacles to see the advantages depends on |
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-Clarity of the message
-Sensitivity to the target group's concerns
-Cultural considerations
-Plausibility |
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| Desired actions can be made more attractive to consumers by minimizing |
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Desired actions can be made more attractive to consumers by minimizing key barriers.
This may involve reducing costs (_____), expanding distribution (______), adequately informing consumers (_______), and /or redefining the actions themselves (_______). |
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price
place
promotion
product |
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| A clear, workable marketing process includes six stages |
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| analysis, planning, development of plan elements, implementation, assessment of in-market effectiveness, and feedback to the first stage |
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