...the school and the surrounded community. 2. Who is the audience? The primary audience of this website is the schools in KwaZulu-Natal Province in South Africa while the secondary audience is the ministry of education who may encourage the schools to become HPS and change their laws and rules to fits in. Finally the tertiary audience is the parents who may want to change the environment of the school to a healthier one and solve the problems that face their children. 3. What method/theory underpins it? The theory that underpins this website is social marketing, as it is the application of commercial marketing technologies to the analysis, planning, implementing and evaluating of programs “in this case, healthy schools” designed to influence the voluntary behavior of target audience as student, staff and the surrounded society in order to improve their personal welfare (Nutbeam, Harris, & Wise, 2012). Here the marketing organization “KwaZulu-Natal Province” will use its resources to: Understand the perceived interest of target market members as carrying out a needs assessment to analyze the causes of problems and prioritize the needs of the school such as not having access to clean water. Enhance and deliver...
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...boundaries of social marketing: activism or advertising? By Walter Wymer Journal of Business Research - J BUS RES , vol. 63, no. 2, pp. 99-103, 2010 Article Review: Walter Wymer is currently a faculty member in the Management department of University of Lethbridge, Canada. He has done extensive research in areas of nonprofit organizations’ marketing strategies and their effectiveness. His areas of expertise are nonprofit studies, volunteerism, business ethics and social activism. In the above mentioned article, Wymer aims to highlight the ineffectiveness of tactics of social marketers in trying to promote healthy food consumption by the public. The main focus of the article is to imply that conservative approach of social marketing in no longer helpful in yielding positive response from the people and a more rigorous approach is needed to negate the unhealthy consumer behavior. Marketing strategies around the world are enhancing, more and more is being invested in trying to influence peoples’ decisions and behaviors through marketing and advertisements. Social marketing agencies are highly lacking the right skills needed to direct the behavior of consumers whereas commercial marketing industries are vigilantly taking advantage of the wide array of mediums like television, radio, internet, social media websites, blogs, vlogs, etc to promote their products. Wymer emphasizes about the extent of influence on people created by commercial marketing. The current...
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...MARKETING PRICIPLES AND CONCEPTS SOCIETAL MARKETING Effective internal marketing must be matched by a strong sense of social responsibility. Companies need to evaluate whether they are truly practicing ethical and socially responsible marketing. Several forces are driving companies to practice a higher level of corporate social responsibility: rising customer expectations, changing employee expectations, government legislation and pressure, investor interest in social criteria, and changing business procurement practices. The societal marketing concept holds that the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being. The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices. They must balance and juggle the often conflicting criteria of company profits, consumer want satisfaction, and public interest. The societal marketing concept is an enlightened marketing concept that holds that a company should make good marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests. (It is closely linked with the principles of corporate social responsibility and of sustainable development). The concept has an emphasis on social responsibility and...
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...Social Marketing was officially born as phenomena in 1971 with an article in the “Journal of Marketing” by Kotler and Zaltman, where they discussed the use of commercial marketing methods for social issues. Kotler et al (2002) defined Social Marketing as “Social Marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole.” Social Marketing in a developing country context has been widely used to promote social changes in for example family planning, public health and HIV/AIDS. Some of the programs have been very successful such as The Brazilian Breast feeding program. Organizations like UNICEF, The World Bank, USAid and governments have used Social Marketing methods for different purposes with varied success rates all over the world. The main areas that are challenging for Social Marketing are organizational issues, sustainability of the programs and lack of marketing skills in organization. The biggest benefits that aid programs in a developing country context could gain from social marketing are a tool to set SMART objectives and also as a strategic tool to analyze, plan and implement successful social change project. The conclusion is that the hypothesis is true “Social Marketing is a useful tool for social change in aid programs in developing countries.” With the conditions that they are given the appropriate resources...
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...Semester One Final Examinations, 2013 ADVT7511 Social Marketing and Communication Venue Seat Number Student Number Family Name ____________________ ________ |__|__|__|__|__|__|__|__| _____________________ _____________________ This exam paper must not be removed from the venue First Name School of Business EXAMINATION Semester One Final Examinations, 2013 ADVT7511 Social Marketing and Communication This paper is for St Lucia Campus students. Examination Duration: Reading Time: Exam Conditions: This is a Central Examination This is a Closed Book Examination - specified materials permitted During reading time - write only on the rough paper provided This examination paper will be released to the Library Materials Permitted In The Exam Venue: (No electronic aids are permitted e.g. laptops, phones) An unmarked Bilingual dictionary is permitted Materials To Be Supplied To Students: 1 x 14 Page Answer Booklet Rough Paper Instructions To Students: Part A: Answer the COMPULSORY essay question in the writing booklet. Part B: Answer THREE short answer questions. 120 minutes 10 minutes For Examiner Use Only Question Mark Page 1 of 4 Total ________ Semester One Final Examinations, 2013 ADVT7511 Social Marketing and Communication PART A – COMPULSORY ESSAY Answer the following question. An essay of approximately THREE PAGES is required. Question 1 Hoek & Jones (2011: 32) state that ‘although the upstream and downstream approaches anchor ends of an intervention...
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...Louis, as one of the biggest cities in the US, really has a lot amenities to offer that other cities lack of. There are is a great cultural heritage, cheap cost of living, lots of business and educational opportunities. In an effort to share his way of looking at St. Louis, he decided to start up a nonprofit organization along with his friend and co-worker Brian Cross, who is a native of St. Louis. They both agreed not to look at this project as traditional marketing campaign but more as a movement. Therefore they decide to take an untraditional bottom-up approach, involving and relying on the city’s most precious asset – its people. The opportunity for this project to get involved is available to everyone. There is a lot room to grow because St. Louis has been getting a bad reputation as a city with high crime rates and not good place to live in. In order to address this issue, a community-focused web site is lunched for people to input ideas and pitch it out in the open. The ideas are listed by categories into marketing, beautification, the arts, sustainability, non-profit, education, sports, entertainment, Weird and other. After ideas has been posted, people cam search and place their votes on which ideas are contributable. The top five get to be approved and a budget is being set to make it into reality. For me however, the web-site raises an ethical and legal issue about how the voting is calculated and who counts the votes. Also from where the money is coming from for the...
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...presence across social media platforms is their top area of corporate social media marketing (”social marketing”) investment for this year, ahead of increased frequency of content publishing (58.9%) and more robust social marketing management (49.5%), according to [pdf] a December 2011 Awareness survey. Investments in expanded social reach will be led by self-reported social marketing novices (78%) and dabblers (71%), while experienced social marketers find the category to be somewhat less of a priority, placing it relatively on par with increased frequency of content publishing and more robust monitoring. 3 in 4 Cite Resource Challenges 77% of respondents cite lack of sufficient resources as a social marketing challenge, followed by measuring ROI (58%), managing and growing social presence (42%), and integrating social with lead generation and sales (37%). Roughly one-third of respondents expect that integrating social with the rest of their marketing, monitoring social media, and managing publishing of social content across platforms will be a struggle this year. These findings mirror results from a CMO Council survey released in December 2011, which found that the leading concerns held by marketers regarding investments in social media initiatives are that they require resource and time requirements and present difficulties quantifying or measuring return or brand impact. Social Presence Top ROI Metric Data from Awareness’ “The State of Social Media Marketing” indicates that...
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...Studies have shown that Indigenous Australians and Torres straight islanders are the largest demographic in Australia who are being effected by smoking; with 1 in 5 dieing from smoking related diseases. (Australian Department of Health and Aging, 2011) They also hold the highest percentage of any demographic of smokers in Australia, with around 47.7%, of Indigenous Australians and Torres straight Islanders addicted to smoking (ABS, 2013). This is why for this assignment; I have chosen the ‘Break the Chain’ Campaign, a campaign which is a subsidiary of the larger ‘Preventive Health Tobacco Social Marketing Campaign’ of 2012. This campaign is specifically aimed towards Aboriginal and Torres straight Islanders; it communicates to the target audience the benefits of quitting, the range of risks, highlights both positive and negative motivations of quitting smoking, and attempts to change the attitudes and behaviours through the sharing of personal experiences. http://www.youtube.com/watch?v=OH14tN9x3y4 The ‘Break the Chain’ ad shows an Aboriginal/Torres straight islander woman sharing her own experiences with smoking, and talks about the amount of damage it has caused for her and her family. It allows the audience identify, and empathise with these particular situations. The ad uses several emotional anchors, such as the death of the protagonist’s mother and father, and the illness that her other relatives and people around her have face as a result of smoking. In the end...
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...Does social marketing have a future? Social marketing has grown significantly recent years with increasing interest in the field. However, social marketing hasn’t reached it’s full potential yet, with no clear understanding of the field and what its role should be compared to other approaches to social change. As the growth of technology and the birth of Internet, social marketing has never been more relevant and highlighted in the field of marketing that it has today. This essay will evaluate past and current thinking on social marketing based on a range of academic and practitioner sources. Social marketing have often confused people to its definition. It has sometimes been regularly confused with societal marketing (Andreasen, 1995) whereas others have proposed it to be social responsibility campaigns when supported by commercial operatives, were it adds assets to the public in well-being efforts (Hastings and Angus, 2011). Yet, it’s original definition stated that; social marketing is the control, implementation and design of programs estimated to effect the appropriateness of social notions and concerning thoughts of product preparation, communication, price, marketing research and distribution (Kotler and Zaltman, 1971). Social marketing was formerly stimulated in an article written by the sociologist G. D. Wiebe in 1952 (Andreasen, 2002). Wiebe was anxious that marketing wasn’t related to troubles such as were friendship could be sold as rewarded goods (Corner...
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...someone’s particular beliefs and lifestyle choices. Social marketing is a concept that is used to market this selling of ideas and in this report we shall examine the concept of social marketing in relation to alcohol abuse in Scotland. We shall look to devise a direct marketing campaign to provide a solution to the problems behind alcohol abuse in Scotland. We shall examine particular target markets and analyse what impact, if any, a direct marketing campaign will have in reducing alcohol consumption in Scotland. The rationale for examining alcohol abuse is that it is an ever growing problem in Scotland with alcohol related deaths doubling in the last 15 years and it is also estimated that alcohol abuse costs the Scottish Government £5 billion a year. What is Social Marketing? Firstly, we shall define what social marketing actually is. Social marketing first became an academic practice in the 1970s when Philip Kotler and Gerald Zaltman recognised the fact that the marketing values that were used to market products may also be used to market ideas, beliefs and lifestyle choices. Kotler and Zaltzman outlined social marketing as ‘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.’ The National Social Marketing Centre, who specialise in social marketing and behaviour change in the United Kingdom, has developed...
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...Communication and Social Marketing Tools These tools and presentations provide an overview of the basic components of health communications and social marketing strategies. These slides provide information on formative research, health campaign message and material development, and evaluation processes. The Health Communicator’s Social Media Toolkit from CDC is a guide to using social media to improve reach of health messages, increase access to content, further participation with audiences, and advance transparency to improve health communication efforts. CDC’s Gateway to Health Communication & Social Marketing Practice provides access to many resources to help build health communication and social marketing campaigns and programs. The Youth Social Marketing Toolkit provides an overview of how agencies with limited financial resources can develop a social marketing campaign that reaches youth and young adults. It also guides you through the many decisions that must be made throughout the social marketing process with practical examples from the field of sexual and reproductive health. The Chlamydia Resource Exchange was developed by the National Chlamydia Coalition (NCC) to reduce high rates of Chlamydia and its harmful effects among sexually active adolescents and young adults. It’s a Web-based library where you can search for, view, and download customizable public awareness and educational materials and share your own resources with their upload process. CDCynergy...
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...Social Marketing Campaigns and Children’s Media Use Social Marketing Campaigns and Children’s Media Use W. Douglas Evans Summary Media-related commercial marketing aimed at promoting the purchase of products and services by children, and by adults for children, is ubiquitous and has been associated with negative health consequences such as poor nutrition and physical inactivity. But, as Douglas Evans points out, not all marketing in the electronic media is confined to the sale of products. Increasingly savvy social marketers have begun to make extensive use of the same techniques and strategies used by commercial marketers to promote healthful behaviors and to counter some of the negative effects of conventional media marketing to children and adolescents. Evans points out that social marketing campaigns have been effective in helping to prevent and control tobacco use, increase physical activity, improve nutrition, and promote condom use, as well as other positive health behaviors. He reviews the evidence from a number of major recent campaigns and programming in the United States and overseas and describes the evaluation and research methods used to determine their effectiveness. He begins his review of the field of social marketing by describing how it uses many of the strategies practiced so successfully in commercial marketing. He notes the recent development of public health brands and the use of branding as a health promotion strategy. He then goes on ...
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...4 int Po ing g urn etin f T rk s o ma l rie se ocia a in on s rth ces u Fo our res The Manager’s Guide to Social Marketing Using Marketing to Improve Health Outcomes from the Social Marketing National Excellence Collaborative THE MANAGER’S GUIDE TO SOCIAL MARKETING The Manager’s Guide to Social Marketing is one of several social marketing resources available for public health professionals from Turning Point, and the Turning Point Social Marketing National Excellence Collaborative, funded by The Robert Wood Johnson Foundation. It is intended as a stand-alone tool to help you apply effective social marketing to your public health programs and practices. It may be integrated with other social marketing resources, many of which are available free of charge. Visit www.turningpointprogram.org or check the More Resources For You section at the end of this publication for more information. Acknowledgements The Manager’s Guide to Social Marketing was developed under the auspices of the Turning Point Social Marketing National Excellence Collaborative, one of five national collaboratives working to strengthen and transform public health as part of the Turning Point Initiative. Seven states and two national partners participated in this project: Illinois, Ohio, Maine, Minnesota, New York, North Carolina, Virginia, the Association of State and Territorial Health Officials, and the Centers for Disease Control and Prevention. The Robert Wood Johnson Foundation provided...
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...Social Media Marketing Zayda Patton Principles of Marketing BUSB340 Dr. Vernon R. Stauble July 28, 2011 Social Media Marketing Social Media Marketing is an internet-based that allows people to participate actively in the marketing and selling of products and services in online marketplaces and communities. It is used to persuade consumers to buy products and services that are worthwhile to them at low-cost combining technology and social interaction (Lake, 2011). It allows businesses marketing their products at cost effective with the advantage of targeting specific markets. Social media is an online word of mouth communication that creates a cycle of acquisition and retention (Morton, 2001). Social media gives marketers a voice and a way to communicate with peers, customers and potential consumers. It personalizes the “band” and helps to spread the message in a relaxed and conversational way (Lake, 2011). It has provided great benefits to small businesses to access potential customers without investing great amount of money on paid advertising. Now days, businesses can take advantage of being part of social media marketing to promote their products and services. To have an effective social media marketing a company needs to analyze and determine what market they will be targeting and what kind of data is available to identify the factors that are important to the company to achieve the goals desired (Stephens, 2011). The best way a company can effectively start...
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...to the business world, and especially those trying to understand how social media marketing can work for them, and how to market a concept or idea over a product, TOMS SHOES is a fascinating case study. TOMS is a for-profit company with a social cause. TOMS has a model of buy one, give one. For every pair of shoes bought, TOMS donates a pair to someone in the developing world who has no shoes. The company was founded in 2006, and has taken off. SO much so that TOMS has the marketing power to put together a day where more than one million people will go all day without shoes on. They have done a lot of things right, including creating a beautiful YOU TUBE video explaining the ONE DAY WITHOUT SHOES concept. The founder of TOMS explains in a USA TODAY article why he decided to found a for-profit company instead of a charitable organization: “When I first decided that I wanted to do something about this problem, I had a few options. I could have written a check to a charity or foundation for a one-time donation. But it didn’t feel right. By being a for-profit, we’re more sustainable,” he explains. In the world of entrepreneurship, I admire and respect Blake Mycoskie. He has started a company doing something that he loves, is passionate about, and can also do some social good. He has been super smart about how to get the message out about what and how he is doing what he does, and has turned his shoes into a social status symbol. Many people recognize the shoe, and know that you paid...
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