Social Marketing Flashcards
benefits associated with social marketing
customer orientations
emphasis on behavioural maintenance
felxibility
partnership opportunities
what are the 4 Ps of social marketing
Products = PROPOSITIONS
Place = ACCESSIBILTY
Price = COSTS OF INVOLVEMENT
Promotion = SOCIAL COMMUNICATION
Example of social marketing for cigarettes
truth campaign
what did the truth campaign involve
- > understanding why young people, despite all the health messages, continue to smoke tobacco, interviews done in neutral locations
- > tell the teens the truth that tobacco is a big powerful industry run by middle ages wealthy males that the teens would despise
what is social marekting
applying marketing solutions to try and solve social problems
what is corporate philantrophy
giving activites
what does CSR stand for
corporate social responsibilty
what is cause related marketing
proportion of sales donated to a cause
example of cause related marketing
one pack of pampers = 1 life saving vaccine
why would cause related marketing boost sales
people will look favourably among the brand and create a positive association to it
what is the ultimate objective of social marketing
try to influence the voluntary behaviour of the target audience
the assumption for social marketing is that the root cause of many of our problems is ..
how we behave
its habituated behaviour
different ways social marketers want us to change behvaiour
abandon current behaviour
modify behvaiour
adoption of new behaviour
examples of campaigns that encourage people to abandon behvaiour
phone while driving RSA
example of campaigns that want people to modify behvaiour
increase physical activity HI
monitor drink consumption DRINK AWARE
example of campaign that is aiming to adopt new behaviours
movemember for men’s mental health
what is the knowledge objective
objective of the campaign is to make target audience more informed, pointing them in the direction of resource
or inform them that their behaviours are illegal and there could be fines
what is the belief objective
get the target audience to believe and feel that they are at risk
this way they will be more likely to change knowing they will receive personal benefit
eg lockdowns
how is value exchange much more blurry in social marketing
less clear as what the benefits are and who will get them
example of blurred lines between who decides what is the greater good
animal activists say to not consume dairy
National dairy council of Ireland support local farmers whose livlihoods depend on this
what are the 6 stages in the stages of change model
- pre contemplation
- contemplation
- preperation
- action
- maintenance
- relapse
how do people know to move from stage 1 to stage 2 of the stages of change model
problem recognition
by realisation or persuasion
what is the social norms theoru
guide people to changing their behvaiour by telling them what most other people do
where was social norms theory applied in college (discussed in class)
alcohol and drug consumption
we tend to overestimate the number of our peers that make unhealthy choices and underestimate the amount that make healhty choices
