Environmental pollution
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comm4253_chap1_20201.pptxDefining and Distinguishing Social Marketing
Chapter 1
What Is Social Marketing?
Social marketing is a process that uses marketing principles and techniques to:
Influence behavior change
Utilize a systematic planning process
Focus on priority audience segments
Deliver a positive benefit for individuals and society
Differs from other forms of marketing:
Commercial marketing
Nonprofit/NGO marketing
Public sector marketing
Cause promotions marketing
Comparing Social & Commercial Marketing
Similarities
Adopt a customer orientation
Operate from an exchange theory perspective
Rely heavily on marketing research
Engage in audience segmentation & creation of unique marketing mix
Measure results to improve for the future
Differences
Beneficiaries for commercial marketing are corporations and shareholders
Beneficiaries for social marketing are society and individuals
Linkage to Strategic Communication Campaigns
4
Strategic communication campaigns can be studied from the lens of social marketing.
Strategic communication campaigns have the same planning process.
Who Does Social Marketing?
Public sector agencies
Nonprofit organizations and foundations
Professionals working in certain for-profit organizations
Professionals working in social marketing organizations
Social Issues Addressed via Social Marketing Campaigns
Health-related behaviors
Injury prevention-related behavior
Environmental behaviors
Community involvement behaviors
Financial behaviors
Additional Ways to Influence Individual Behaviors
Reliance on technology & science
Enactment of policies, laws, regulations
Improvements in infrastructures & built environments
Changes in corporate policies & business practice
Greater education through schools, news, & media
Targeting Upstream and Midstream Audiences
Common Barriers to Influencing Behaviors
Inconvenience and lack of accessibility
Unwillingness to give up pleasure/comfort
Potential harm to self or our relationships
Lack of confidence in personal skills or will power
