What is social marketing?
Social marketing is the use of advertising procedures to make good social changes. Some examples include advertising campaigns aimed at getting people to stop smoking or marketing advertising that encourage people to eat healthier food. This type of marketing differs from business marketing in that it focuses on a positive social change, while business marketing focuses on increased financial benefits. This use of marketing was developed in 1970, when two commercial advertisers Philip Kotler and Gerald Zaltman began to use traditional marketing tools for sale of concepts and behavioral practices instead of products. Business marketing is trying to find out what problems the consumers can have, and then offers these products in a way that meets their perceived needs. Social marketing examines what problems the public or community can have, and then seeks to determine what BK remedies this problem would be necessary ehavioral changes. Health Support isI get the largest sectors that use this type of marketing by promoting a positive selection of health among consumers without offering a specific product. One example of a social marketing campaign that supports healthy choices would be advertising campaigns throughout Africa that supports safe sexual practices to discourage the spread of AIDS.
The primary goal of social marketing is usually to create positive social changes; For example, not all non -profit marketing is necessarily considered social. Non -profit marketing may have alternative goals outside the "good" social change, such as the election of a political candidate or raising money for a specific charity organization. This type of marketing may include some social reports that promote positive social changes such as adaptation to the environmental energy environment or increased awareness of cancer or tYTO messages may not include the primary focus of the marketing campaign and therefore would not be considered social marketing.
Business marketing uses a marketing mix to create a target audience and develop an effective campaign to address this audience. This mix consists of identifying the so -called four PS marketing: product, price, place and promotion. Social marketing usually works within these same parameters, changing the behavior of the product. In general, a social trader first identifies the behavior that needs to be turned into the target audience. Furthermore, the price that the individual pays for a change in their behavior, such as the potential for social embarrassment. The trader would then identify which places would be suitable for advertising for the need for this new type of behavior, and eventually decides which promotional materials could be used to persuade consumer, to change.
Social marketing usually works best when the price of behavior changes is overshadowed by the benefits of KTEré gets the target audience. New social policies and attitudes often compete with existing social attitudes and create a behavioral exchange for which social traders have to charge their marketing campaigns. Long -term social changes usually occur when policies that correspond to the influenced or recommended behavior change are determined. One of the highly effective tools used by social traders to address their target audience is the media. According to the theory of the agenda, the media can influence both the public agenda and the political agenda and to persuade the target audience to turn into the recommended good behavior and creators of politicians to adopt new laws that strengthen this behavior.