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Social Marketing Early Theory & Praxis Lecture to accompany the Alan R. Andreasen Reading

+When did Social Marketing start?

n  Since Plato’s time, educators and civic leaders have been trying to “sell” the public on good ideas (e.g., the value of sanitary food preparation), but these activities did not have a name or field of study

n  In the 1970s, marketing scholars began to transform marketing theory and practice for the selling of social goods

n  Since the 1980s, nonprofit companies and government agencies have been investing in marketing and marketing training for their employees… that movement led to your program of study!

+What is social marketing?

n  The first formal definition of social marketing was offered by Kotler and Zaltman in 1971: n  Social marketing is the design, implementation and control of programs

calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research.

n  Kotler and Roberto offered a new definition in 1989: n  Social marketing is "an organized effort conducted by one group (the

change agent), which intends to persuade others (the target adopters) to accept, modify, or abandon certain ideas, attitudes, practices, and behaviors”

n  Andreasen suggests that social marketing is: n  Social marketing is the adaptation of commercial marketing technologies

to programs designed to influence the voluntary behavior of target audiences to improve their personal welfare and that of the society of which they are a part.

+What is social marketing?

1.  What were some problems with Kotler and Zaltman’s original definition?

2.  Was Kotler and Roberto’s definition of social marketing better than the original definition in your opinion?

3.  Is Andreasen’s definition an improvement?

4.  Based upon your studies and practice, what do you believe social marketing entails?

+Key Elements of Andreasen’s Definition

n  Social Marketing Is an Adaptation of Commercial Marketing Technologies n  “that is, social marketing should be designed to have as its

‘bottom line’ influencing behavior.”

Corporate marketing (McDonalds) and social marketing should use similar tactics…

+Key Elements of Andreasen’s Definition

n  Social Marketing Is Applied to Programs n  “Social advertising is synonymous with campaigns. Campaigns

have a fixed termination point…”

Once the goal is achieved, the social marketing campaign should end…

+Key Elements of Andreasen’s Definition

n  Social Marketing Focuses on Behavior as its Bottom Line n  “The "bottom line" of social marketing

is behavior change. A major shortcoming of a wide range of social marketing programs that I have observed in the field is that, though their managers consider themselves at least in part social marketers, they fail to keep their eye on the bottom line…. they think their goal is to ‘get the word out’ or to ‘change attitudes’ without asking whether either of these activities is likely to lead to the desired behavior.

“You can…” are the key words of social marketing

+Key Elements of Andreasen’s Definition

n  Social Marketing Programs Influence Behavior— They Do Not Always Change It n  “Definitions such as Kotler and

Roberto's (1971) that speak of social marketing goals as necessitating that consumers "adopt, modify, or abandon" something ignores the fact that some social marketing programs are designed to discourage behavior.

Social marketing can be about doing or NOT doing something…

+Key Elements of Andreasen’s Definition

n  Social Marketing Seeks to Influence Voluntary Behavior n  “Experience bas shown that coercion can be very effective in

achieving social behavior goals, for example, inducing consumers to wear seat belts or stop smoking. It should be clear, however, that these are not parts of social marketing campaigns.

Social marketing is not coercive… behavior change is chosen!

+Key Elements of Andreasen’s Definition

n  Social Marketing Seeks to Benefit Target Consumers and/or the Society as a Whole, Not the Marketer

Social marketing, like social organizations, aims to benefit the community(ies)…

+Andreasen’s Best Practices/Elements

1.  Program managers understand the target audience's needs, wants, perceptions, and present behavior patterns…. Managers do not make assumptions about these characteristics.

2.  Program managers segment target markets wherever politically feasible and devise budgets and strategies… adapted to the characteristics of each defined segment.

3.  Whenever economically feasible, all major elements of program strategy and tactics are pretested with members of the target audience.

+Andreasen’s Best Practices/Elements

4. Program managers conceive of the decision process by which target consumers come to undertake a target behavior in steps…

Quick! Turn to page 112 of the reading. Do you agree or disagree with the steps prescribed by Andreasen?

5. The program explicitly recognizes that it faces direct or in-direct competition for the target consumer's behavioral choices.

6. Strategies designed to effect behavioral change always com- prise all four elements of the marketing mix (the four Ps): product, place, price, and promotion.

+What do you think about social marketing?

1.  Is it just a tool?

2.  Have you seen it work?

3.  Is it realistic to believe that social marketing can achieve behavior change?