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