Week 11 - Social Marketing

Question 1

How is social marketing different from mainstream marketing?

Answer 1

Classic traditional marketing - very financial purpose in mind

Social marketing - goal: change/maintain behaviours which have benefit and value for society/individual environmental.

Question 2

What behaviours are we trying to target with social marketing targeting?

Answer 2

e. g:
- consume less fast food
- consume less tobacco
- no gambling
- no littering

Question 3

When do you think social marketing originated?

Answer 3

1971 - Kofler struggled to promote social marketing because people thought it was counter intuitive.

• we are trying to sell, so why should we tell ppl to stop buying??

Question 4

What challenges come with social marketing?

Answer 4

1. Behaviours are the hardest to tackle. - habitual & pleasurable;
2. Are we using the right appeals/ content to change behaviours?
3. Funding issues
4. How do we know that the campaign we released is working - which metrics to use?

Question 5

Why is behaviour the hardest to tackle?

Answer 5

habitual & pleasurable

Question 6

Examples of different types of appeals used.

Answer 6

1. Fear appeal - doesn’t work for smoking because people like to live in the present and not think of consequences.
   - > Disgust appeal - works best for smoking
2. Guilt appeal - doesn’t work for gambling ppl dont care
   - > Mixed appeals - works best in gambling

Question 7

Why is funding an issue in social marketing?

Answer 7

smaller budget compared to mainstream marketing as funding comes from gov > industry.

Question 8

Which metrics do we use to measure if campaigns work or not?

Answer 8

Recall - what % of people recall seeing that particular ad?

Question 9

Why is the augmented product level more important for social marketing campaigns than for traditional ones?

Answer 9

humour appeals > fear

fear appeals - can work if it is realistic

Question 10

How do we get new behaviours to spread?

Answer 10

lol