Social marketing is the application of marketing technologies developed in the commercial sector to the solution of social problems where the bottom line is behavior change. (Source: adapted from Andreasen, Alan R. Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment, San Francisco: Jossey-Bass, 1995.)
Use of marketing techniques to improve social well-being by changing attitudes and behavior in regard to a specific product or concept.
The use of commercial marketing techniques to alter public opinion about a particular social issue.
The use of marketing principles and techniques to increase the acceptability of a social cause, idea or behaviour
Social Marketing is a technique which aims to raise public awareness and provide advice on health issues. By providing information through channels such as literature, pamphlets, advertising and other media, it aims to trigger changes in behaviour that will lead to improvement in the health of society. This type of awareness raising also provides communities with a medium to drive change at the local, state and national level. Media advocacy is similar to social marketing and refers to using the media to have an effect / impact on policy - rather than only using the media to change health behaviour.
is the application of marketing technologies to the planning, execution and evaluation of programmes. It is designed to influence the voluntary behaviour of specific audiences, in order to improve their personal welfare and that of society.
A discipline that addresses an issue with particular regard to those affected by it (the target audience), considering their perspectives and perceived wants and needs to develop strategies toward change.
The design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice in target groups
the design, implementation and control of programmes aimed at increasing the acceptability of a social idea, practice, or product in one or more groups of target adopters. The process actively involves the target population who voluntarily exchange their time and attention for help in meeting their health needs as they perceive them. Social marketing borrows heavily from commercial marketing, especially in the use of the "4 P's" of product, place, promotion, and price. It also adheres to the principle of segmented target audiences and use of multiple channels to disseminate messages. A client-centred approach, social marketing is concerned with the target market's perceptions and preferences, which are determined by qualitative research.
Marketing that attempts to induce social change. Contributed by: MarcommWise Staff
An approach that promotes, distributes, and sells contraceptives at a relatively low price through existing commercial outlets. Social marketing supports the communication of family planning messages by using such commercial outlets as radio, newspaper advertisements, and television to provide family planning information, education and communication.
The application of marketing principles and techniques to program development, implementation, and evaluation to promote healthy behaviors or reduce risky ones.[58], [59
A marketing message designed to promote a social concern or political idea as well as a product.
According to the Social Marketing Institute, social marketing is the planning and implementation of programs designed to bring about social change using concepts from commercial marketing.
The use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole.
Social marketing is the systematic application of marketing alongside other concepts and techniques to achieve specific behavioural goals for a social good. Social marketing began as a formal discipline in 1971, with the publication of the first edition of Social Marketing (ISBN 0-7619-2434-5) by marketing experts Philip Kotler and Eduardo L. Roberto.