Lecture 6 Social Marketing Flashcards
What does social marketing provide?
A means to pursue social goals
Name some examples of social marketing
Change for life
Think bike
Drink and drive
NHS anti smoking
What is the definition of social marketing? Andresen 1994
The adaptation of commercial marketing technology to programmes designed to influence voluntary behaviour or target audiences to improve their personal well being and that of society of which they are a part
What are the 3 main methods of social control/influence?
Education- centred on informing or persuading to change behaviour voluntarily by influencing attitudes and beliefs
Law- coercion/ authority to achieve behavioural outcomes
Marketing- influence behaviour by offering valuable outcome through voluntary interactions and exchange
What is the strategic process to social marketing
Scope Develop Implement Evaluate Follow up/ adapt
What are social marketing benchmarks
Customer orientation and insight Behaviour change Theory Exchange analysis Competition Segmentation Methods mix
What are the criticisms and challengers of social marketing
Who is using it
Segmentation- select people only ready to change?
Blame victim
Managerialist mindset
What are the new adaptations of social marketing
Social proposition
Cost of involvement
Accessibility
Social communication
What does Andreasen (1994) say about social marketing?
Many believe social marketing can have a major impact on societies problems but the impact can be seriously compromised if not applied correctly
Takes programmatic rather than a campaign view
Bottom line is behaviour change
Consumers have choice not to buy
Some think all they must do is provide information
The determination of what is good lies in the hands of the social marketer who may hold views different to that of general society
How do we ensure social marketing technology is used for good ends
What do Hastings and Saren day?
If social marketers can demonstrate that the perceived benefits outweigh the costs then adoption is most likely
Exchange is problematic because customers are more ambiguous
Involves a transfer of psychological, social and other intangible entities
Customers may lack education
What does Benkert (2002) say about the ethical challenges of social marketing?
Ethical dimensions must be understood
E.g encouraging people to undergo genetic testing can have serious moral dilemmas
Social marketers may target people who many not believe they suffer from a problem
Must find ways to package the idea
Because they are not elected their efforts require justification
What is the behaviour benchmark of social marketing
Aim to change actual behaviour
Clear goals have been set
What’s the customer orientation benchmark
Focus of audience. Fully understand their lives
What is the theory benchmark
Use behavioural theories to understand behaviour and inform intervention
What is the insight benchmark
Customer research identifies actionable insights- pieces of understanding that will lead intervention development
What moves and motivates target audience
Identifies emotional barriers and physical barriers
What is the exchange benchmark
Considers benefits and costs of adopting and maintaining new behaviour and minimises the cost to create an attractive offer
What is the competition benchmark
Seeks to understand what competes for the audiences time and inclination to behave in a particular way
Develop strategies to minimise impact of competition
What is the segmentation benchmark
Avoids one size fits all approach
What is the methods mix benchmark
Use a mix of methods to bring about behaviour change
Use all elements of marketing mix
Change 4 life
Reduce obesity
A third and two thirds of children and adults are obese
Change behaviour in regard to
Health and weight
Diet
Activity
Target- young families
Encourage 8 behaviours including Sugar swaps Me size meals Snack check 5 a day
30% of mother’s changes a least one thing in
children’s diets
What is the FAST campaign
Too many people were failing to recognise strokes
Face
Arms
Speech
Time
38,000 reaches hospital within a window to receive medical treatment
4,000 saved from long term disability
What did hinks find
100% awareness of tobacco bring bad for you
