Chapter 14 - Done Flashcards
What is Social marketing?
- The design, implementation and control of programs calculated to influence the acceptance of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research
- Social marketing seeks to integrate research, best practice, theory, audience and partnership insight to inform the delivery of competition-sensitive and segmented social change programs that are effective, efficient, equitable and sustainable
By whom is social marketing used?
Social marketing is used by organisations such as government departments, universities, corporate organisations, not-for-profit organisations, marketing research firms, and advertising agencies and consultants to address a wide range of social, health, environmental and economic issues
What are some of the characteristics of social marketing?
Behaviour change Audience research Segmentation Formative research Exchange Marketing mix Competition
What is behaviour change?
The key thing that social marketers should be aiming for
What is audience research?
- According to Andreasen, audience research is essential to any social marketing intervention
- Audience research provides an opportunity for the social marketer to learn about the target audience and to understand how to best design an intervention for that specific audience
What are the different methods of doing audience research?
- A qualitative approach could include focus groups, interviews and/or literature reviews
- Quantitative methods used for formative research may consist of surveys, observations and/or analysis of previously collected data
What is segmentation?
- Andreasen’s third benchmarking criterion states that careful segmentation of target audiences is necessary in order to ensure maximum efficiency and effectiveness in the use of scarce resources
- It can be based on one or more of demographic, psychographic, geographic, behavioural and epidemiological factors
What is exchange?
Exchange has been debated widely by social marketing researchers, because it is not always present in social marketing campaigns
* For a clear case of exchange to exist in social marketing, something needs to be given up simultaneously to get a direct benefit
When is exchange difficultt to achieve?
- Exchange can be difficult to achieve when the desired behaviour is to decrease (e.g. sedentary behaviour) or to stop a pre‐existing behaviour (e.g. smoking)
- Exchange can be also difficult when the desired behaviour is less pleasurable than the current behaviour
What should social marketers do with the marketing mix?
Social marketers need to adopt a full marketing mix
However, this does not always apply
What is product with regards to social marketing?
Similar to commercial marketing, product refers to the bundle of benefits received by the target audience following exchange
What is price with regards to social marketing?
- Price is a transactional concept outlining that a consumer has to exchange in order to receive the bundle of benefits (product)
- For example, spending 30 minutes walking in a group for socialisation is a non‐monetary price
What is promotion with regards to social marketing?
- When planning integrated social marketing communications, social marketers need to emphasise the mix tactics that are known to drive consumer behaviour (e.g. direct selling, price discounts, loyalty schemes and sales promotions)
- Advertising and public relations activities should be used to remind the target market of the social brand, but messages need to be relevant and connected with behaviour‐inducing strategies
What is place with regards to social marketing?
Place refers to where and when the target audience enter into an exchange (e.g. the places in which exchange occurs)
What is competition with regards to social marketing?
Social marketers have to understand what other behaviours are competing for the chosen target audience’s time and attention in order to develop strategies that minimise the impact of the competition
What are the different social marketing streams?
Downstream social marketing
Midstream social marketing
Upstream social marketing
What is Downstream social marketing?
- Is focused on individual behaviour change and is the most dominant stream in social marketing literature
- The downstream concentrates on individuals seeking to change their own behaviour
What is Midstream social marketing?
- Target behaviour change at the collective level
- Communities that social marketers might consider can include religious organisations, families, friends and clubs
- Midstream social marketing may be considered preferable to downstream social marketing because it has the potential to affect a larger number of people
What is Upstream social marketing?
- Adopting thinking from other disciplines (including behavioural economics), scholars recommend that in addition to influencing the way people think, social marketers need to deal with a consumers’ choice environment, which may involve marketing to policy makers to enact change at the policy level
- Some social marketing scholars acknowledge that an upstream social marketing view recognises that individuals should not be left with the whole responsibility for their behaviour
What is intergrated social marketing communication?
A means to change ideas to benefit the society as a whole
What is one of the issues of social marketers today?
Too few social marketing efforts expand beyond ‘1 P’ marketing efforts that favour communication tactics and vehicles
What is public health?
A behaviour change discipline that seeks to understand health needs and intervene to improve the health of the population
What is the main distinguishing factor between social and commercial marketing?
- Despite variations in the definition of the discipline, social marketing scholars agree that what distinguishes social marketing from its parent discipline of commercial marketing is the end goal
- Social marketing differs from commercial marketing because it is a harder offering to sell, and the rewards to a consumer occur over the longer term and not immediately following purchase
What is not-for-profit marketing?
Refers to the marketing activities of organisations or individuals intended to achieve objectives other than conventional business goals such as profits - hospitals, schools, universities etc
Who do not-for-profit rely on?
Volunteers
What is the take away for not-for-profit marketing activities?
While the use of commercial marketing practices by not-for‐profit organisations may not always be possible or appropriate, the fundamental marketing principles still provide important guidance
What are some things that marketers could use?
Pricing Sensory appeal Product bundling Promotions Packaging Retail displays
