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Social Marketing

American Express, Avon, BMW, Kellogg's, Liz Claiborne, McDonald's, Reebok, and other corporations have embraced social and cause-related marketing as a way to connect with their customers. This vital book examines the ?how? and ?why? of this growing trend in marketing. Social Marketing brings you an overview of recent global developments in social marketing, a study comparing the effectiveness of a CRM program with that of ?ambush? advertising, a case study of Hungersite.com that investigates motivations for donating time, money, and other resources to charities, a wary look at the ?darker sid.

Introduction Marketing is under fire. The challenges fall into several categories
but include questions about the costs of marketing and the consumerist values
that marketing is perceived to promote. Calls for legislation and regulation to
counter alleged marketing “abuses” are becoming more strident (Day and
Montgomery, 1999). Marketers must address these issues and articulate more
effectively the discipline's multi-faceted contributions to society. Ironically it is now
more than three ...

Social Marketing

Why Should the Devil Have All the Best Tunes?

Managing Workplace Diversity and Inclusion provides a comprehensive overview to understanding and managing diversity in the workplace. Intended for upper-level undergraduates as well as graduate students in Psychology and Human Resources Management, this textbook introduces readers to the concept of diversity as well as relevant theoretical topics including oppression, power, and the social construction of difference. Rooted in a psychological approach, it applies relevant psychological methods to understanding diversity issues within organizations, covering topics such as diversity training, mentoring, group dynamics, employment law, and organizational change. Each chapter presents engaging scenarios and concludes with relevant questions to stimulate learning and help students conceptualize and contextualize diversity in the workplace.

Harm chain for fast food advertising to children Children Parents Fast food
companies Advertising agencies Government Industry bodies Advertising
councils Media Community groups Health professionals Academics Harm chain
groups Those being harmed Those causing harm Regulators and significant
others who can address harm Those who influence regulators and 'significant
others' Reading Case Study 4 on p. 254 will help you think through the exercise.
For parents and ...

Social Marketing

Advances in Research and Theory

Learn what marketing practices can positively impact behavior The success of the application of commercial marketing practices to change behavior for the betterment of society and the individual is getting more attention. Social Marketing: Advances in Research and Theory explores the use of social marketing through a variety of effective approaches. Chapters examine case studies and qualitative research to gain insight into the adoption of marketing practices to enable social change. This superb collection of top presentations from the SMART (Social Marketing Advances in Research and Theory) inaugural conference held in 2004 in Alberta, Canada provides examples of the latest commercial marketing practices to change behavior such as programs to encourage people to quit smoking or increase seat belt usage. Social Marketing: Advances in Research and Theory presents top experts who provide a wide variety of specific examples explaining ways to enable social marketing to positively impact behavior. This helpful resource provides a broad, useful understanding of this unique type of marketing and its goals. Chapters offer extensive references and detailed tables and figures to clearly present data. Topics in Social Marketing: Advances in Research and Theory include: a case study on approaches to anti-doping behavior in sports a case study reviewing the evolution of the Canadian Heritage anti-racism campaign applying social marketing concepts to increase capacity of programs in a state health department research into a recycling promotion technique using Internet technology to study the impact of anti-smoking messages issues involved in the voluntary change in behavior of automobile users charity support behaviors Social Marketing: Advances in Research and Theory is an insightful resource valuable to academics and practitioners interested in social marketing, or anyone working with nonprofits to change individual behavior and better society.

driven by the increased need of nonbusiness organizations for marketing
services. Recently, research has pointed out some of the antecedents that allow
for social marketing to occur. These include (among others): (a) open competition
for the acceptance of ideas and behaviors that exist in developed countries (
Rothschild, 2001), (b) increasing pressures on policy makers to implement their
policies, and (c) increasing mobility in society with its accompanying decrease in
the strength ...

Hands-On Social Marketing

A Step-by-Step Guide to Designing Change for Good

This book shows students and practitioners how to develop social marketing programs through a simple, six-step process of strategic planning and design. Nedra Kline Weinreich starts by introducing the concept of social marketing and then walks the reader through each of the six steps of the process: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.

you design a social marketing program, you will need to think through various
strategic factors to create an approach that is most likely to appeal to your
audience and meet its needs. To develop a comprehensive strategy, social
marketing borrows an idea from traditional marketing practice called the “
marketing mix." In the planning process, research with the target audience assists
in making programmatic decisions about the following: - Product - Price - Place -
Promotion These often ...

Principles and Practice of Social Marketing

An International Perspective

This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing.

As defined in Chapter 1, social marketing is the application of the concepts and
tools of commercial marketing to the achievement of socially desirable goals.
Marketing is characterised by things like a consumer orientation, segmentation
and targeting, advertising and sales promotions, and much research with
customers and potential customers to ensure that things like packaging and
pricing are appropriate for the product, and that the advertising is believable,
relevant and motivating ...

Ethics in Social Marketing

Social marketing is being adopted by a growing number of government and nonprofit organizations around the world because of its power to bring about important social changes. An array of commercial marketing concepts and techniques has been applied to problems ranging from child abuse to teen smoking to environmental neglect. However, in crafting these programs, agencies face complex ethical challenges. For example, is it acceptable to exaggerate risk and heighten fear if doing so saves more lives? What if improving the lives of one group has negative effects on another? How does a marketing campaign respect a group's culture while calling for fundamental change within it? In Ethics in Social Marketing, ten contributors draw on their professional experience and the literature of ethics to set forth a range of problems and offer frameworks for their resolution. They introduce philosophical rules and practical models to guide decision making, and they focus on such complex issues as unintended consequences, ethical marketing alliances, and professional ethical codes. The book not only introduces students to the special moral and ethical burdens of social marketing but also challenges practitioners to address difficult issues that are easily minimized or avoided.

The book not only introduces students to the special moral and ethical burdens of social marketing but also challenges practitioners to address difficult issues that are easily minimized or avoided.

Social Marketing in the 21st Century

This text is well-grounded in scholarship, synthesizes a number of streams of thought, and then proposes thought-provoking applications for an existing approach to social and behavioral change through social marketing. It could be used with a number of courses and disciplines. The level of detail, use of various sources and the variety of examples make it appropriate for graduate level studies. It can also serve the social marketing or behavior change practitioner who wishes to enhance or expand his or her field of practice to include "upstream" approaches. - Written by a highly regarded academic in the Social Marketing community. - Encourages Social Marketers to think beyond the "downstream" market of individuals whose behavior they are trying to influence to include the "upstream" market of individuals whose participation is needed to make changes. - Utilizes and synthesizes a number of different strands of scholarship (the evolution of social problems, the science of framing, the process of social change, social marketing history and elements, etc.)

This text is well-grounded in scholarship, synthesizes a number of streams of thought, and then proposes thought-provoking applications for an existing approach to social and behavioral change through social marketing.

Social Marketing and Social Change, Strategies and Tools For Improving Health, Well-Being, and the Environment

Business, Business

Facts101 is your complete guide to Social Marketing and Social Change, Strategies and Tools For Improving Health, Well-Being, and the Environment. In this book, you will learn topics such as as those in your book plus much more. With key features such as key terms, people and places, Facts101 gives you all the information you need to prepare for your next exam. Our practice tests are specific to the textbook and we have designed tools to make the most of your limited study time.

Business, Business CTI Reviews. • Touchpoint • Civic engagement • Social
capital • Developing country • mass media • Participation • Marketing mix • Market
segmentation CHAPTER HIGHLIGHTS: KEY TERMS, PEOPLE, PLACES,
CONCEPTS Macromarketing: Macromarketing addresses.

Social Marketing and Social Change

Strategies and Tools For Improving Health, Well-Being, and the Environment

How can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? Social marketing guru R. Craig LeFebvre weaves together multi-level theories of change, research and case studies to explain and illustrate the development of social marketing to address some of society’s most vexing problems. The result is a people-centered approach that relies on insight and empathy as much as on data for the inspiration, design and management of programs that strive for changes for good. This text is ideal for students and professionals in health, nonprofit, business, social services, and other areas. “This is it -- the comprehensive, brainy road map for tackling wicked social problems. It’s all right here: how to create and innovate, build and implement, manage and measure, scale up and sustain programs that go well beyond influencing individual behaviors, all the way to broad social change in a world that needs the help.”—Bill Novelli, Professor, McDonough School of Business, Georgetown University, former CEO, AARP and founder, Porter Novelli and the Campaign for Tobacco-Free Kids “I’m unaware of a more substantive treatise on social marketing and social change. Theoretically based; pedagogically focused; transdisciplinary; innovative; and action oriented: this book is right for our time, our purpose, and our future thinking and action.”—Robert Gold, MS, PhD, Professor of Public Health and Former Dean of the School of Public Health at the University of Maryland, College Park “This book -- like its author -- is innovative and forward-looking, yet also well-grounded in the full range of important social marketing fundamentals.”—Edward Maibach, MPH, PhD, University Professor and Director, Center for Climate Change Communication, George Mason University

The thirdevolution of theproject involved the adoption ofamanufacturer's modelfor
sourcingcontraceptives (thatis, using commercial contraceptives already
available in the market). The Key Social Marketing (KSM) Project, as it was called
, involved greaterprivate sector involvementand contributions inorder toincrease
the use ofcontraceptive methods through promotion and distribution activities.
Samad etal.(2010) note thatthreedifferent branding strategieswere usedin these
cases, ...

Social Marketing

Strategi Jitu Mengatasi Masalah Sosial di Indonesia

Pemasaran Sosial merupakan strategi pada aktivitas non komersial yang bertujuan untuk memecahkan berbagai masalah sosial yang terjadi di masyarakat. Konsep yang digunakan adalah teknik pemasaran dan komunilasi sehingga dalam pelaksanaannya akan sangat memertimbangkan product, price, place, dan promotion serta menggunakan teknik komunikasi yang tepat. Keunggulan strategi ini sudah terbukti pada program Keluarga Berencana, program BPJS, dan beberapa program kesehatan. Salah satunya program kesehatan yang sukses menggunakan strategi ini adalah Program Obat Generik yang menjadi fokus kajian dalam buku ini. Produk obat generik selalu dikembangkan untuk menjaga kualitas serta untuk memenuhi keinginan dan harapan khalayak. Produk yang tadinya tidak dikemas dengan baik sekarang ini sudah dikemas seperti obat-obat kemersial lainnya. Produk yang tadinya dibuat dalam bentuk tablet atau kapsul. Harga obat generic jauh lebih murah dibandingkan obat komersial sehingga lebih banyak khalayak yang bisa mengakses obat ini. Kalau dulu tempat distribusinya hanya di Puskesmas dan rumah sakit pemerintah saat ini sudah bisa diperoleh di apotik lain sehingga mudah diperoleh. Promosinya pun dilakukan seperti promosi obat komersial. Dengan demikian kemampuan obat generik dalam memperbaiki kesehatan masyarakat, khususnya kelas menengah ke bawah menjadi lebih sukses.

Selective Communication dan Karakteristiknya Direct mail merupakan salah satu
media komunikasi selektif yang sangat efektif untuk menjangkau sasaran
potensial. Dengan tepat bisa menjangkau alamat khalayak potensial, yang
penting alamat sasaran jelas dan dapat dijangkau. Pesan yang disampaikan
melalui media ini dapat mengarah pada perubahan perilaku. Online merupakan
media selektif yang bersifat interaktif sehingga khalayak bisa bertanya tentang
hal-hal yang ...