Social Marketing Theory

Effective Social Marketing

1. Create awareness and interest 2. changes attitudes and condition 3. motivates ppl to want to change their behaviors 4. empowers people to act 5. prevents backsliding

Why use social marketing?

1. Helps you reach target audiences 2. Helps you customize your message to those targeted audiences. 3 Helps you create gender and longer lasting behavior change in those audiences.

Time of development

1970s `

Originators

Phillip Kotler, Gerald Zaltman

The 4 P's of Social Marketing

Product, Price, Place & Promotion

Product

a good, service, or idea that satisfies a need ( quality, features, brand format)

Price

financial temporal, emotional, and energy cost the consumer is willing to exchange, weigh benefits and barriers - list price discounts

Advertising is

just a part of effective social marketing

is commercial marketing for products like shoes food and movies the same as social marketing?

no, commercial marketing tries to change the behavior to benefit the marketer. social marketing tries to change the behavior to benefit the consumer or society as a whole.

Place

outlet channels for getting product, service or idea to consumer -distribution

Market segmentation

segmentation of a target population into meaningful subgroups so that messages and campaigns can be appropriately channeled.

Reson for development

that marketing principles could be used to sell ideas, attitudes, and behaviors.

What is social Marketing?

the application of commercial marketing techniques to social problems.

Promotion

the product promotion campaign appropriate for the market segment ( advertising pubic relations, direct marketing, social media, events)

Marketing Mix

to make target market segment want to voluntarily exchange