2. Social Marketing
Social Marketing is the use of commercial marketing techniques to help a target population acquire a beneficial health behavior.
Becoming more popular in governmental and not-for-profit sector.
Used in:
Family planning
Recruiting blood donors
Smoking prevention in
adolescents

3. History
First started in India in the 1960s to promote family planning.
In U.S. sociologist G.D. Wiebe, in 1950s first suggested that marketing might be applied to things such as "selling brotherhood" and other social applications.
Was incorporated into the work
of Philip Kotler in the late 1960s.
In the 70s and 80s main type of social marketing was marketing of contraceptives.

4. History Major advancements were made in the late 80s and 1990s.
1989 first social marketing textbook
published by Kotler and Roberto.
In 1999, the Social Marketing Institute was founded in Washington, DC

5. Social v. Commercial
Primary difference between social marketing and commercial marketing is their objectives.
Social marketing – to benefit the target audience and change behaviors that have social implications.

6. Commercial vs. Social Commercial Social Purpose Expectations
Making Profits
Making behavior change for social cause
Expectations
Modest
Demanding; complete eradication of the problem
Distasteful
Behaviors
Usually caters to what the public likes
Often addresses what people don’t want to
change
Benefits
Clear in profits
Often invisible

7. Commercial vs. Social Commercial Social Self-rewards Budgets Funding
Usually external
Usually internal or self-rewards (weight loss)
Budgets
Generous
Limited
Funding
Usually private
Usually government or not-for-profit foundations

8. Exchange Theory
Transfer or transaction of something valuable between two individuals or groups
Must be voluntary
Benefits must outweigh the costs

9. Social Marketing Wheel

10. Planning and Strategy Development
Formative Research
Analysis
Audience Segmentation
Strategy Development

11. Developing & Pretesting Concepts, Messages & Materials
Identifying appropriate channels
Developing effective messages
Developing creative strategy
Pretest
Acceptable
Attractive
Appropriate

12. Implementing the Program

13. Assessing Effectiveness & Making Refinements

14. Social Marketing Wheel

15. Product
Behavior or offering that is intended for the target audience to adopt.

16. Types of products Physical Product Ex: Condoms A service
Ex: Mammography
A practice
Ex: Eating 5 fruits or veggies a day
An intangable idea
Ex: Environmental protection

17. Price Tangible and intangible things that the target audience has to give up in order to adopt the new idea (product).
Intangible= Time, effort, giving up an old way
Tangible= Money

18. Place Where the target audience will perform the behavior.
Example: Promote physical activity= TV, newspaper, internet, , doctors office
(The product should be made available at that particular place.)

19. Promotion
Mechanism by which one gets the message across to the target audience.
Ex: advertisements, contests, press events for policy change.

20. Constructs
Publics
Partnerships
Policy
Purse strings

21. Constructs Continued
Publics: refers to both primary and secondary audiences involved in the program.
Primary audiences is the target audience to whom the behavior change is targeted.
Secondary audiences are policy makers that influence any decision and need to be involved.

22. Constructs Continued
Partnerships: refers to collaborating with multiple individuals or organizations who work on the same issue.
Policy: refers to creating the environmental supports needed to sustain the behavior change.

23. Constructs Continued
Purse strings: refers to the amount of $$$ available for the campaign.

24. Food!!! Alcohol Use/Abuse Meeting Information About the Use and
Effects of
Tonight
7 p.m.
Union
Building
Free
Food!!!

25. If You Feed Them Will They Come?
Aim of the study:
To increase students’ interest in attending an alcohol program focused on reaching students who drink heavily.
Major issue:
How to reach students who drink heavily and increase the likelihood that they will attend and benefit from programs regarding alcohol use.

26. Social Marketing In Practice
Constructs used
Price – Pizza and Soda
Place – Residence Halls
Promotion – How program was advertised
Product – Program Offered
The Study:
Promoted two message types, a basic informational and altruistic (concern for others) message.
Offered different kinds of incentives
Pizza and Soda
Mocktails
No Food

27. The Results
Pizza and Soda resulted in the most reported interest for those receiving an altruistic message as compared with an informational message.
Mocktails; message did not affect interest level.
41.9% indicated the food offered in the advertisement impacted their interest in attending.

28. Strengths
Extensive research
Pretesting
Integrating “marketing mix”

29. Weaknesses
Focuses on specific groups; leaves out those that may also need services.
Requires a lot of time for research and pretesting.
Doesn’t involve the community during planning stages.
Not effective for long term behavior change.
Depends too much on commercial marketing theories rather than forming its own theoretical reasoning.

30. Summary Social Marketing focuses on selling ideas. Five Steps:
Planning
Message and Material Development
Pretesting
Implementation
Evaluation

31. Summary First Four “P’s” – Known as Marketing Mix Product (behavior)
Price (costs and barriers)
Place
Promotion

32. Summary
Last Four “P’s”
Publics
Partnership
Policy
Purse Strings