Social Marketing

Social Marketing:-

Cause-related marketing supports a cause. Social marketing by nonprofit or government organizations furthers a cause, such as “say no to drugs” or “exercise more and eat better.” Social marketing goes back many years. In the 1950s, India started family planning campaigns. In the 1970s, Sweden introduced social marketing campaigns to turn itself into a nation of nonsmokers and nondrinkers, the Australian government ran “Wear Your Seat Belt” campaigns, and the Canadian government launched campaigns to “Say No to Drugs,”“Stop Smoking,” and “Exercise for Health.” In the 1980s, the World Bank, World Health Organization, and Centers for Disease Control and Prevention started to use the term social marketing and promote interest in it.

Some notable global social marketing successes are:

• Oral rehydration therapy in Honduras significantly decreased deaths from diarrhea in children under five.

• Social marketers created booths in marketplaces where Ugandan midwives sold contraceptives at affordable prices.

• Population Communication Services created and promoted two extremely popular songs in Latin America, “Stop” and “When We Are Together,” to help young women “say no.”

• The National Heart, Lung, and Blood Institute successfully raised awareness about cholesterol and high blood pressure, which helped significantly reduce deaths. Different types of organizations conduct social marketing in the United States. Government agencies include the Centers for Disease Control and Prevention, Departments of Health, Social, and Human Services, Department of Transportation, and the U.S. Environmental Protection Agency. The literally hundreds of nonprofit organizations that conduct social marketing include the American Red Cross, the United Way, and the American Cancer Society. Choosing the right goal or objective for a social marketing program is critical. Should a familyplanning campaign focus on abstinence or birth control? Should a campaign to fight air pollution focus on ride-sharing or mass transit? Social marketing campaigns may try to change people’s cognitions, values, actions, or behaviors.

The following examples illustrate the range of possible objectives.

Cognitive campaigns • Explain the nutritional values of different foods.

• Demonstrate the importance of conservation. Action campaigns • Attract people for mass immunization.

• Motivate people to vote “yes” on a certain issue.

• Inspire people to donate blood.

• Motivate women to take a pap test. Behavioral campaigns

• Demotivate cigarette smoking.

• Demotivate use of hard drugs.

• Demotivate excessive alcohol consumption. Value campaigns

• Alter ideas about abortion.


• Change attitudes of bigoted people.

Comments

Post a Comment

Popular posts from this blog

Packaging, Labeling, Warranties, and Guarantees

Packaging, Labeling, Warranties, and Guarantees:- Some product packages—such as the Coke bottle and Red Bull can—are world famous. Many marketers have called packaging a fifth P, along with price, product, place, and promotion. Most, however, treat packaging and labeling as an element of product strategy. Warranties and guarantees can also be an important part of the product strategy and often appear on the package. Packaging Packaging includes all the activities of designing and producing the container for a product. Packages might have up to three layers. Cool Water cologne comes in a bottle (primary package) in a cardboard box (secondary package) in a corrugated box (shipping package) containing six dozen bottles in cardboard boxes. The package is the buyer’s first encounter with the product. A good package draws the consumer in and encourages product choice. In effect, they can act as “five-second commercials” for the product. Packaging also affects consumers’ later product e...
Read more

Factors influencing Political Behaviour in organizational behaviour

Factors influencing Political Behaviour The  Factors influencing Political Behaviour figure  depicts that there are two factors that influence the political behavior in the organization, individual factors and the organizational factors. Individual factors include certain traits of the individual that are likely to be related to the political behaviours. Employees, who possess high self-monitors, regularly keep check on their performance, and are more sensitive to the social cues. Those who have internal locus of control believe they can control the environment and can easily manipulate things and have a very high need of power. The Machiavellian personality is characterized by the desire to manipulate others and acquire power in the organization. These kinds of employees are more prone to engage in some sort of political behaviors in the organization. Also individual’s high expectation of success fosters political behavior. Organizational Factors also give rise to the...
Read more

The Communications Process Models

The Communications Process Models:- Marketers should understand the fundamental elements of effective communications. Two models are useful: a macromodel and a micromodel. MACROMODEL OF THE COMMUNICATIONS PROCESS:- a macromodel with nine key factors in effective communication. Two represent the major parties— sender and receiver. Two represent the major tools—message and media. Four represent major communication functions—encoding, decoding, response, and feedback. The last element in the system is noise, random and competing messages that may interfere with the intended communication.11 Senders must know what audiences they want to reach and what responses they want to get. They must encode their messages so the target audience can decode them. They must transmit the message through media that reach the target audience and develop feedback channels to monitor the responses. The more the sender’s field of experience overlaps that of the receiver, the more effective the me...
Read more