HTH 351 - Chap.8- Social Marketing

Steps in Social Marketing (Weinreich (1999) described five steps: )

1. Planning 2. Message and material development 3. Pretesting 4. Implementation 5. Evaluation

Advantages of Social Marketing (not really important)

1. Extensive formative research 2. Pretesting of the components before implementation 3. Use of marketing mix

Steps in Social Marketing (Andreasen (1995) has defined six stages:)

1. Listening stage 2. Planning stage 3. Structuring stage 4. Pretesting stage 5. Implementing stage 6. Monitoring stage

Distasteful behaviors of Commercial Marketing

Usually caters to what public likes

In the field of health, some important applications of social marketing include:

1. Recruiting blood donors 2. Smoking prevention in adolescents 3. Family Planning 4. Condom Use

1st social marketing textbook published in

1989

Purse strings

Amount of money available at one's disposal for the campaign. Ex: No profit to sustain efforts, donations or grants?

Scrutiny of Commercial Marketing

Usually done in private sector

Product

Behavior or offering that is intended for the target audience to adopt. Ex: Condoms, mammography, stress management

Exchange Theory

Benefits (as viewed by target audience) must outweigh the costs for making the behavior change

Benefits of Commercial Marketing

Clear in profits

Funding of Social Marketing

Usually government or not-for-profit foundations

Policy

Creating the environmental supports in order to sustain the behavior change. Ex: 5 or more FV per day, seatbelt laws

Expectations of Social Marketing

Demanding

Third parties of Commercial Marketing

Direct benefits to people using the product

Place

Distribution channels, where or how customers will get product. Ex: TV spot, newspaper, internet article, bulletin board

Scrutiny of Social Marketing

Done from a variety of sources

Partnership

Establishing collaboration with multiple partners who will work on the same issue. Ex: Coalition comprised of different organizations

Budgets of Commercial Marketing

Generous

Audience Segmentation

Identifying distinct groups of people who are similar to each other in different characteristics and likely to respond to messages in a similar way.

Used in 1960s in

promoting the family planning program, particularly for marketing of condoms

Limitations of Social Marketing (not really important)

In public health, the goal is to reach as many people as possible. However, in social marketing, audience segmentation and use of tailored messages filter out many people who may be in need of the services or behavior change. Social marketing requires a lot of lead time; often, that much time is not available for program planners.

Involvement between marketer and public of Commercial Marketing

Less

Budgets of Social Marketing

Limited

Choices of products of Social Marketing

Limited

Purpose of Social Marketing

Making behavior change for social causes

Purpose of Commercial Marketing

Making profits

Limitations of Social Marketing

May be considered "motivational manipulation." There are multiple definitions, the field is not differentiated well, it lacks academic stature, and there is a lack of appreciation of social marketing at top levels. Usually effective for behaviors that need to be changed once or only a few times but is not effective for behaviors that must be repeated and maintained over a period of time.

Promotion

Mechanism by which one gets the message across to the target audience. Ex: Contest, public service announcement, health fair

Expectations of Commercial Marketing

Modest

Choices of products of f commercial marketing

Numerous

Distasteful behaviors of Social Marketing

Often deals with what people do not want to change (e.g., wearing a seat belt)

Benefits of Social Marketing

Often invisible

Third parties of Social Marketing

Often the benefits are to third parties, such as poor people

Involvement between marketer and public of Social Marketing

Often very high

Publics

Primary and secondary audiences involved in the program. Ex: Individual, family and peers.

Key Constructs of Social Marketing

Product Price Place Promotion Publics Partnership Policy Purse strings

Novelty of Social Marketing

Sometimes selling an idea that is totally new

Price

Tangible and intangible things that the target audience has to give up in order to adopt the new idea (product). Ex: Time, effort, old way of life

The primary difference between social marketing and commercial marketing is

their objectives.

funding of commercial marketing

Usually private

Novelty of Commercial Marketing

Usually selling a known product

Self-rewards of Commercial Marketing

Usually the rewards are external (e.g., discount, better product, etc.)

Self-rewards of Social Marketing

Usually the rewards offered are internal or self-rewards (e.g., weight loss)

Educational level of audiences of Social Marketing

Usually vulnerable sections with low literacy

Educational level of audiences of Commercial Marketing

Variable and includes different sections

Segments may be based on:

geographic factors demographic factors medical history factors personality characteristics attitudinal factors behavioral factors

Exchange Theory example

health promotion program encourages participants to engage in PA. The cost to the individual might be loss of free time, loss of time to watch television, etc. As a result, the benefits the social marketer offers must be more appealing (more energy to do things, ability to lose weight, etc.)

Social marketing has origins

in India

Social marketing is becoming popular

in gov. sector as well as the not-for-profit sector in the US and other countries around the world for influencing behaviors.

Structuring stage

in which a marketing organization, procedures, benchmarks, and feedback mechanisms are established

Listening stage

in which background analysis and listening to the target audience is done

Pretesting stage

in which key program elements are tested

Monitoring stage

in which program progress is tracked

Implementing stage

in which the strategy is put into effect

In social marketing, the emphasis of this transaction

is voluntary and must underscore the benefits to the consumer.

After identifying the segments

knowledge, attitude, and behavior data are collected from the target audience.

In the US, a sociologist, G. D. Wiebe, first suggested in 50s that marketing might be applied to

social ideas "selling brotherhood"

Planning stage

stage in which the marketing mission, objectives, goals, and strategy are defined

Audience Segmentation uses qualitative methods

such as focus groups, in-depth interviews, case studies, or quantitative studies using surveys are used.

Exchange theory implies

the transfer or transaction of something valuable between 2 individuals or groups.

the primary purpose in social marketing is

to benefit the target audience and change behaviors that have social implications.

Social marketing:

use of commercial marketing techniques to help in acquisition of a behavior that is beneficial for health of target population.