P R E S E N TAT I O N B Y

PHILIP ATAWURAM A D C 1 4 0 0 9

S C H O O L O F G R A D UAT E S T U D I E S A N D R E S E A R C HG H A N A I N S T I T U T E O F J O U R N A L I S M

7 T H F E B R UA RY, 2 0 1 5

SOCIAL MARKETING

OBJECTIVES OF PRESENTATION

History behind social marketingDefinitions of social marketingPseudo social marketingPrinciples of social marketingTools of social marketingTechniques of social marketingEthical issues in social marketingSocial marketing vrs commercial marketingReflections and criticismsReferences

HISTORY BEHIND SOCIAL MARKETING

social marketing existed long before the term was conceived before 1900 (Bartels 1962: 32),

while others have suggested that every political campaign constitutes a social marketing effort (Kotler and Levy 1969).

the first campaigns that closely resemble what we now call ‘social marketing’, however, were undertaken in the early nineteen-hundreds.

First, in the 1910s and 1920s, the United Kingdom’s National Council for Combating Venereal Diseases sponsored a sexual health campaign, using posters, pamphlets, and lectures to promote sound sexual practices and hygiene, thus preventing the spread of venereal diseases (Thomson 2007).

HISTORY BEHIND SOCIAL MARKETING cont.

The second example occurred in the 1920s and 1930s, when the new government of the Soviet Union used posters to educate citizens on and promote behaviour change related to various public health issues, including infectious diseases, infant mortality, and tobacco and alcohol consumption (Fox 2007).

As a third example, Holden and Holden (1991) argue that a British woman, Ruth Drummond, employed the planning variables of marketing in her regular Ladies Home Journal column to promote Britain’s social course amidst attacks from Nazi Germany in 1939-1941,

DEFINITIONS OF SOCIAL MARKETING

“Social marketing is the design, implementation, and control of programs calculated to influence the acceptability of product planning, pricing, communication, distribution and marketing research.” (Kotler and Zaltman, 1971)

“the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of their society.” (Andreasen, 1993)

DEFINITIONS OF SOCIAL MARKETING cont.

Social Marketing is concerned with the application of marketing knowledge, concepts and techniques to enhance social as well as economic ends. It is also concerned with analysis of the social consequences of marketing policies, decisions and activities’ Lazer and Kelley, 1973

“Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good.” Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable. Consensus definition: ISMA, ESMA, AASM 2013

PSEUDO SOCIAL MARKETING

Social marketing is not an educational campaignSocial marketing is not legislative intervention.

PRINCIPLES OF SOCIAL MARKETING

Consumer orientation. Target audiences are often referred to as customers and are put at the forefront of all behavior-change efforts (Social Marketing National Excellence Collaborative, 2003).

Behavior change. Rather than simply raising awareness or changing attitudes, the fundamental goal of social marketing campaign efforts is behavior change and success is determined using behavioral measures (Andreasen, 1995; NSMC, 2010).

Segmentation and targeting. Social marketers go through a detailed market segmentation process to define a target market, which allows for a customized strategy that focuses on a unique subgroup (Andreasen, 1995).

PRINCIPLES OF SOCIAL MARKETING cont.

Mixed methods. Consideration of the full marketing mix (i.e. “Product”, “Place”, “Price” and “Promotion”) is used rather than one method in isolation (NSMC, 2010).

Exchange. Mechanisms are in place to ensure benefits or perceived benefits of a social marketing offering (e.g. timely, explicit incentives or rewards) outweigh the price (e.g. financial, physical and social costs), thereby increasing the likelihood of voluntary adoption (Andreasen, 1995; Maibach, 1993; NSMC, 2010; Rothschild, 1999).

PRINCIPLES OF SOCIAL MARKETING cont.

Competition. For all social marketing product offerings, other products or behaviors compete to get the attention of the consumer (Rothschild, 1999).

TOOLS OF SOCIAL MARKETING

The campaign tools mostly preferred are the exploitation of television spots, television programming, radio spots, newspaper advertisements and stories, billboard messages, direct mail and interpersonal communication strategies.

The choice of the various media spots tells us that the media is a powerful inducer of change, particularly when aligned with the interpersonal activities of community groups. (Dzisah, 2014)

TECHNIQUES OF SOCIAL MARKETING

Focus group discussions and surveys (Yu Kai Chou, 2012)

Strong customer focus: it is important to develop real insight into the lives and experiences of the intended audience.

Defined behavioural goals/outcomes: the ‘social good’ in health-related campaigns needs to be defined in terms of specific, realistic, and measurable changes in behaviour.

TECHNIQUES OF SOCIAL MARKETING cont.

Application of the concept of ‘exchange’: exemplified in the exchange of money for goods or services in the commercial market, the exchange involved in social marketing may be more difficult to recognise.

Well developed audience ‘segmentation’Encouraging and supporting ‘voluntary actions’:

long lasting behavioural change is more likely when individuals adopt change through rational choice.

TECHNIQUES OF SOCIAL MARKETING cont.

Application of the concept of ‘competition’: as consumers with ‘disposable income’ we face a daily barrage of advertising material because commercial concerns must compete for a share of that disposable income.

ETHICAL ISSUES IN SOCIAL MARKETING

presumption of superiority over the target audience the intended and possible unintended consequences

SOCIAL MARKETING VRS COMMERCIAL MARKETING

Two debated concepts in relation to marketing theory are whether marketing should be considered solely an economic process or also a social process (Bartels, 1976).

It is important not to confuse 'social marketing' with other types of 'commercial marketing' where there is a contribution to a social good involved but not the primary aim.

Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organisational aims

commercial marketing often aims at a comparatively simple influence over its target market, social marketing goals can be far more subtle and complex

It is sometimes felt that social marketing is restricted to a particular spectrum of client

SOCIAL MARKETING VRS COMMERCIAL MARKETING cont.

REFLECTIONS AND CRITICISMS

According to critics problems arose with the social marketing approach, particularly over the motives of their sponsors, the effectiveness of their applications, and ultimately, the validity of their results.

Social marketing is not always the best mechanism for social change

Education, law, and social marketing are each appropriate for some forms of change, but none are universally applicable as a solution to every problem

THANK YOU

REFERENCES

Andreasen, A.R (1987). Social marketing: its potential contribution to child survival. Washington DC: Academy for educational development

  Andreasen, A.R. (1993). Improving tree management practices of homebuilders:

social marketing approach. Washington, DC: forest policy center   Andreasen, A.R. (1995), Marketing Social Change: Changing Behavior to Promote

Health, Social Development, and the Environment, Jossey-Bass, San Francisco, CA.   Andreasen, A.R. (2002), Marketing Research That Won’t Break the Bank: A Practical

Guide to Getting the Information You Need, 2nd ed., Jossey-Bass, San Francisco, CA.   Bartels, R. P. (1962). The development of marketing thought. Homewood, IL: Richard

D. Irwin

REFERENCES cont.

CHARM 2009. The development of social marketing: a historiography based on Bartels’framework (1951 - 2009). Ream A. Shoreibah, university of south florida, tampa, FL, USA

  Faculty, Apeejay Institute of Mass Communication, Dwarka,New Delhi-75   Fox, K. F. A. (2007). Na zdorvye! Soviet health posters as social advertising. In marketing

history at the center, edited by Blaine J. Branchik, 91-104. Durham, NC: Duke University   Holden, A. C. & Holden, L. (1991). May I hold your hand till I die: a case study of marketing

braitain’s social cause to the women of neutral America. In marketing history – its many dimensions, edited by Charles r. taylor, steven w. kopp, Terrence r. nevett and Stanley c. Hollander, 146 – 155. East lansing. Michigan state university

  Introduction to the Principles of Social Marketing. European Social Marketing Conference.

Rotterdam September 2014. Matt Wood. Brighton Business School  

REFERENCES cont.

Jennifer Allyson Dooley Sandra C. Jones Don Iverson, (2012),"Web 2.0: an assessment of social marketing principles", Journal of Social Marketing, Vol. 2 Iss 3 pp. 207 – 221

  Kotler, P., Roberto, N. and Lee, N. (2002), Social Marketing: Improving the Quality of

Life, Sage, Thousand Oaks, CA.   Kotler, P. & Sidney, J. L. (1969). Broadening the marketing concept. Journal of

marketing 33 (january): 10 – 15   Kotler, P. & Zaltman, G. (1971). Social marketing: an approach to planned social

change. Journal of marketing 38 (july): 70 - 72   Lyle, D. (2003). Sponsorship – in a world of marketing. European association of

communications agencies ESCA congress speech, Brussels, Belgium, 27 november 2003

REFERENCES cont.

Maibach, E.W. (2002), “Explicating social marketing: what is it, and what isn’t it?”, Social Marketing Quarterly, Vol. 8, pp. 7-13.   NSMC (2010), Social Marketing Benchmark Criteria, National Social Marketing Centre, London, available at:

http://thensmc.com/sites/default/files/benchmark-criteria-090910.pdf (accessed 15 September 2011).   O’Neil, J. (2003), “The challenge of promoting a cohesive institutional identity: an investigation of the impact of external

audiences, task specialization, and the overall organization”, Journal of Nonprofit and Public Sector Marketing, Vol. 11, pp. 21-42.

  Rothschild, M.L. (1999), “Carrots, sticks, and promises: a conceptual framework for the management of public health and social issue behaviors”, Journal of Marketing, Vol. 63, pp. 24-37.   Social Marketing National Excellence Collaborative (2003), Social Marketing and Public Health: Lesson from the Field,

Turning Point Program, Seattle, WA.   Thomson, E. (2007). A social history of social marketing: perspectives on UK sexual health promotion. Manuscript

submitted for publication.   Wilberforce S. Dzisah, Ph.D. 2014. Social Marketing Presentation