Welcome to class of social marketing Dr. Satyendra Singh

social marketing benefit to the general society the behavior is socially desirable one time vs. continuing behavior change –low involvement behavior change –increase self-efficacy –campaigns are important –high involvement behavior change –change in perception, values is required –move to a point where benefits exceeds costs –sufficient rewards to sticking to the behavior –help individuals reward themselves

basic concepts for managers exchanges are complex and personal willingness to change the offer  seat belt predilection for segment focus on coordinated programs  benefits give market research a central role bottom-line  influence efficiency, effectiveness commitment to planning willingness to take risk

challenges in social marketing intense public scrutiny  politics and public relations  important extravagant expectations influence nonexistent demand influence negative demand  driving habit target illiterate audiences  pictures understand highly sensitive issue  food habits invisible benefits benefits to third party