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