Social Marketing - 1446 Words

The health communications field has been rapidly changing over the past two decades. It has evolved from a one-dimensional reliance on public service announcements to a more sophisticated approach which draws from successful techniques used by commercial marketers, termed social marketing. Rather than dictating the way that information is to be conveyed from the top-down, public health professionals are learning to listen to the needs and desires of the target audience themselves, and building the program from there. This focus on the consumer involves in-depth research and constant re-evaluation of every aspect of the program. In fact, research and evaluation together form the very cornerstone of the social marketing process. Social†¦show more content†¦For an intangible product, place is less clear-cut, but refers to decisions about the channels through which consumers are reached with information or training. This may include doctors offices, shopping malls, mass media vehicles or in-home demonstrations. Another element of place is deciding how to ensure accessibility of the offering and quality of the service delivery. By determining the activities and habits of the target audience, as well as their experience and satisfaction with the existing delivery system, researchers can pinpoint the most ideal means of distribution for the offering. Promotion Finally, the last P is promotion. Because of its visibility, this element is often mistakenly thought of as comprising the whole of social marketing. However, as can be seen by the previous discussion, it is only one piece. Promotion consists of the integrated use of advertising, public relations, promotions, media advocacy, personal selling and entertainment vehicles. The focus is on creating and sustaining demand for the product. Public service announcements or paid ads are one way, but there are other methods such as coupons, media events, editorials, Tupperware-style parties or in-store displays. Research is crucial to determine the most effective and efficient vehicles to reach the targetShow MoreRelatedMarketing Social Of Social Marketing1208 Words   |  5 Pages How is social marketing different The initial formal definition depicts social marketing as ...calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research (Kotler and Zaltman, 1971, p. 5 in Andreason 1994, p. 109). In Marketing Social Marketing in the Social Change Marketplace Andreasen argues that the given definition does not outline the essence – social behavioural change. 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