Social Marketing
A
Force for Social Change
Organizational
Purpose/Constraints
The Marketing Manager’s Variables
Different positions suggest different activities…..
Strategy…the chemistry of activities that yields a position.
Change for A Better
Society..
Different From Changing Brands
But….Social Marketing is like Marketing
Life Cycle of A Social Mkt
Campaign
Social Marketing
Campaign
Core Elements
Learning
Principals
To guide communications...
Why Social Marketing
Campaigns
Fail
Really big reasons for Failure
…and the Challenge It Presents
"A Social Marketing Initiative in..."
Attitudes Matter…
A growing problem
Attitudes Matter…
Teens Self-Report
Attitudes
Matter...
parents, alcohol and youth
Mission
Attitudes
Matter…
Primary Strategy
Attitudes
Matter…
Deliverables
Attitudes
Matter…
General Budget
Attitudes
Matter…
Collaborative Partners
Attitudes Matter…Long Term Resources and Sustainability
Attitudes
Matter…
Advisory Committee
5 Factors Influencing Adopters
Project Northland-Results cont’d
Modifying
Behavior
Social Norms Theory
Case Study
Iodized Salt-Pakistan
Case Study
Iodized Salt-Pakistan
Case Study
Iodized Salt-Pakistan
Case Study
Iodized Salt-Pakistan
Case
Study
AIDS-Commercial Sex in Bombay