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Module 2 Activity - Social Marketing

This document discusses social marketing and its differences from traditional marketing. Social marketing aims to encourage voluntary behavior change for social good, using strategies like market research and incentives. It defines social marketing as using marketing techniques to influence a target group to accept, modify, or abandon a behavior for individual or social benefit. Key differences from commercial marketing are that social marketing promotes ideas rather than products, aims for long-term behavioral changes rather than immediate sales, and considers psychological and social costs rather than just monetary costs. An effective social marketing campaign requires integrating policies and tools to address factors influencing daily life.

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42 views12 pages

Module 2 Activity - Social Marketing

This document discusses social marketing and its differences from traditional marketing. Social marketing aims to encourage voluntary behavior change for social good, using strategies like market research and incentives. It defines social marketing as using marketing techniques to influence a target group to accept, modify, or abandon a behavior for individual or social benefit. Key differences from commercial marketing are that social marketing promotes ideas rather than products, aims for long-term behavioral changes rather than immediate sales, and considers psychological and social costs rather than just monetary costs. An effective social marketing campaign requires integrating policies and tools to address factors influencing daily life.

Uploaded by

Youth in Science and Business Foundation
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Social Marketing and

Health Promotion
Social Marketing History
Differences and similarities with
traditional marketing
Social Marketing is attracting increasing interest in prevention and health promotion as a tool to encourage free and
informed choice of healthy behaviour.

A social marketing intervention will yield good results,


in terms of changing behaviour, only
if it is part of a broader integrated
strategy of integrated policies in the various fields
areas that may affect daily life and using
the available instruments in a coordinated
available.

An isolated social marketing action can bring some benefit in raising awareness of citizens
raising awareness of citizens and various social actors on a given issue.
Theoretical
background
on social
marketing
Over the years, different definitions of social marketing have been developed in the literature.
definitions of Social Marketing.
The definition we refer to is as follows:

"Social Marketing is the use of marketing strategies


and techniques to influence a target group to
accept, modify or abandon a behaviour voluntarily,
in order to obtain an advantage for the a benefit for
individuals or society as a whole".
Kotler P., Roberto N., Lee N. Social Marketing - Improving
quality of life, 2002
Social marketing strategies deal first of all with
first of all with the needs, preferences and Social Marketing:
socio-economic conditions of the target audience.
This information is used to ensure that the best definitions
benefits of a product, service or idea and to remove any
barriers to acceptance of the offer.

"Social marketing is a technology of social change management


which involves the design, implementation and control of programmes
to increase the acceptability of a social cause or idea to one or more target groups.It uses
the concepts of market research, incentives and exchange theory to maximise the response
of the target group.
It uses the concepts of segmentation, market research, incentives and exchange theory to
maximise the response of the target group.
NOT TO BE Social Marketing

Social communication

CONFUSED
Social Advertising

WITH… Marketing Services


social marketing is not

Marketing of non-profit organisations


DIFFERENCES/ANALOGIES
with Traditional Marketing
Social Marketing

Commercial Marketing
The relationship between Social Marketing and Commercial Marketing is comparable to the relationship between
relationship between football and rugby.
The two disciplines have much in common and require similar training, but each has its own set of rules, limits and
requires specific skills.
A good player of one is not necessarily a good player of the other.
Main differences between commercial and social marketing

Commercial Marketing Social Marketing

● Promotes products (or services) ● Promotes ideas


● Selling something ● Changing an opinion, changing a behaviour
● Competitors: Brands and Products ● Competitors: opinions, lifestyles
● Immediate or short-term benefits
● ● Medium/long-term benefits
Monetary costs
● Passive target ● Psychological' and physical costs
● Active" target audience, greater involvement
Products offered as objects of exchange are ideas,
values, attitudes and behaviours (sometimes
associated with offered to facilitate the adoption
of that idea, or attitude, or behaviour).

Social
Marketing
Offers COMPETITORS
In social marketing, the competition is no
represented by products or subjects but by the
IDEAS and BEHAVIOURS that you want to change to
modify by offering alternative behaviours".
THE AIM OF THE OFFER OF SOCIAL MARKETING :

solving a problem of collective interest through the change of individual


and/or group behaviour, either by envisaging individual benefits of collective
interest [A] than social benefits resulting from individual behaviour [B].

A - Health promotion and protection (lifestyles) prevention and reduction of risk behaviour

B - Promoting social behaviour environmental protection, waste separation, sustainable


consumption and mobility, blood donation, etc.)
“The European Commission’s support for the production
of this publication does not constitute an endorsement of
the contents, which reflect the views only of the authors,
and the Commission cannot be held responsible for any
use which may be made of the information contained
therein.”
Project Number: 2019-3-UK01-KA205-077646

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