Marketing Social Marketing in the Social Change Marketplace
Alan R. Andreasen
Journal of Public Policy & Marketing; Spring 2002
Article Review
According to the author, Social Marketing can be defined as a process involving the design, implementation and control of social change programs aimed at increasing the acceptability of a social idea in one or more groups of target adopters as well as bringing about the desired behavioural change. Even if the idea that is being marketed is accepted, social marketing is not successful till it is able to induce an action in the individual as well. Andreasen believes that social marketing is unique because it:
1. upholds the need for bringing about behavioural change
2. is extremely customer-driven
3. requires a high level of creativity and ingenuity
Social marketing is in the growth phase of its product life cycle. It came into prominence with the family planning promotions of the 1960s. It was mentioned in the works of Kotler and Levy (1969) and Kotler and Zaltman (1971). It gained acceptance over the years and currently, it is taught at many business schools and conferences and seminars regarding the same are regularly held the world over. It has become a major vehicle in the process of promoting various health and safety issues that affect society such as smoking in public, immunization of children, wearing of seat belts and driving under the speed limit, AIDS awareness programs, education of the girl child, etc.
Barriers and Obstacles
Andreasen, however, feels that social marketing runs the risk of not meeting its true potential because of several barriers. These barriers exist because of lack of a clear understanding of what exactly social marketing is and what benefits and services it has to offer. A systematic study carried out by the Social Marketing Institute identified four key problem areas:
1. Lack of awareness among top management: It was observed that leaders of various non-profit organizations and government agencies are unaware of social marketing and/or its potential in bringing about social change. This resulted in promising campaigns not getting a good social marketing program to spread its message or an ill-prepared and under-implemented social marketing campaign being used.
2. Poor ‘brand positioning’ of social marketing: The actual concept of social marketing is not clear to many people because of various conflicting definitions and it is also associated with some undesirable attributes. For example, social marketing is perceived as being manipulative and not ‘community based’. These prejudices have arisen because of incorrect assumptions that social marketing is similar to normal, commercial marketing.
Marketing is a very powerful tool. Unknown to many individuals, the influence marketing has on them is far more than mere visual and audio stimulation. It effects their perception of their surroundings and themselves. Marketing how the power to form our perception of life. A successful company understands this principle and harnesses the power of effective marketing.
It is a well-known fact that marketing is a way to get the business off the ground. Without marketing, then no one will know about the goods and services a brand is selling. “Good marketing makes the company look smart. Great marketing makes the customer feel smart.” (Chernov).
Although there are pitfalls could lead the campaign to fail, cause-related marketing strategies have great value for implementation. It can positively influence customers’ attitudes and purchase behavior so that participants in cause-related marketing partnerships could get greater benefits with experience. In addition, Company-cause relationships are evolving from giving, to tactical cause-related marketing to strategic campaigns, from these campaign, customer response is good in terms of brand attitude, brand loyalty, word of mouth and purchase behavior. The outcomes of a cause-related marketing campaign are significantly influenced by implementation-related factors include subject, advertisement approach, the donation amount. To avoid those pitfalls list above, marketing research and customer tracking are needed.
"the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of their society." (Andreasen)
There are many social aspects that come into consideration when one thinks of an advertisement. Some of these social aspects are: does advertising educate the consumer, does advertising improve the standard of living, and does advertising have a powerful effect on the mass media. These three social aspects will be researched in depth to discover the pros and cons of each, and any ethical implications. Social aspects and ethical considerations need to be considered when developing and executing a sales and marketing plan.
Soloman, Marshall, & Stuart (2018) states how “ marketing is the activity, set of institions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large “ (pg. 4). To better explain the meaning of marketing is every part of conveying the importance to everyone that a business deal pertains to (Soloman, Marshall, & Stuart, 2018). The marketing campaign that has influenced me is the Cheerios commercial: “Good goes round”. Cheerios are round and everyone likes them, it brings all racises together which impacts all individuals around the world. The commerical is influential to me because it is putting out a good message that something as small as a cheerio
Nowadays, people consider marketing as inseparable part of any business. Everyone see advertising everywhere, everyone feel impact of marketing on their behavior, on their choices and lifestyle. The definition of marketing claims that it is a way how you indicate your target audience, determining what they want, and satisfying those needs and wants. However, a minor part of society understands marketing as a part of non-business organization. These includes religious organizations, government’s departments, student association, and of course charity organizations. A charity organization is an organization that uses its profit to rise up specific social problem, rather than spending money for its own purpose as for-profit businesses do. There are people who consider that investment in marketing development is meaningless for non-profit organizations. However, it is not right point to follow. Charities can use marketing strategies as a tool that assists with growth of funding and awareness of consumers. Without these things existing of charities is nonsensical (Lorette, unknown). In significantly increasing competitive market, nonprofit organizations have to pay more attention to their entire customers, both donors and beneficials (Brinckerhoff, 1997). Marketing a philanthropic association takes the need for another sense of fulfilling the donors' needs as well as the consumer's wants. Actually, basic of not-for-profit marketing is the societal marketing concept. It helps to establish social and ethical methodologies into their marketing practices. They should balance and consider the often conflicting aspects of company profits, consumer need satisfaction, and social interest. Several companies have already reached ...
Varadarajan, P.R., & Menon, A. (1988). Cause-Related Marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58–74.
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Marketing has earned its place in the not-for-profit world. But marketing and development are not the same. Marketing is about exchanging goods and services for money. Development is about relationships — it is not about money.
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KOTLER, P. AND ZALTMAN, G. (1971). Social Marketing: An Approach to Planned Social Change. Journal of Marketing, Volume 35, July 1971.
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