1 / 32

Social Marketing

Social Marketing. Lecture I COMT 492/592. Overview. Social marketing Application of proven concepts and techniques from commercial sector to promote changes in diverse socially important behaviors such as drug use, smoking, sexual behavior and family planning. Goals.

Download Presentation

Social Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Social Marketing Lecture I COMT 492/592

  2. Overview • Social marketing • Application of proven concepts and techniques from commercial sector to promote changes in diverse socially important behaviors such as drug use, smoking, sexual behavior and family planning.

  3. Goals • Social marketing seeks to impact personal behavior by persuading target audiences to: • Avoid risky practices (e.g., smoking) • Discontinue antisocial actions (e.g., littering) • Seek counseling • Take preventive measures (e.g., safety belts) • Join, give or organize for a specific cause

  4. Terms • Social marketing – • Use of private marketing principles for social causes; however, it is so broadly defined that no one common definition exists. • Cause-related marketing – • Public relations by non-profits, or corporate sponsorship of social causes.

  5. Causes Targets complex, psychological processes Tries to change deeply held beliefs Requires sophisticated research Needs emotional “hook” Ads Target simpler, feel-good behaviors (e.g. purchasing) Fit into existing social norms Research can be more informal Simple slogans Social Marketing vs. Advertising

  6. Deep psychological processes underlie most social behaviors • Addiction – • Alcohol, drug use, risky behaviors • Resistance to change • Audience denial • Fear defense mechanisms • Disinterest in changing behavior • Lack of perceived threat/benefit • Peers may encourage risk behavior • Fear of losing peer approval • Lack of self-efficacy

  7. Prevalence • 127 per 100,000 HIV+ in U.S. in 2003 • 406,000 AIDS cases in U.S. • Ethnicity • 50% of cases among Blacks • Increasing among Whites, Hispanics, & Asian/Pacific-Islanders • Sex • 73% of cases among men • Increasing among women: • U.S.: 15% more cases among women vs. 1%, among men 2000-2003 • Globally: increased from 2.1 million in 2003 to 17.6 million in 2004

  8. Prevalence (cont’d) • 45.5 million HIV+ worldwide • Deaths • 16,000 people died from AIDS in US in 2003

  9. Transmission • MSM & heterosexual contact account for 79% of HIV transmission in U.S. • Men • 62% MSM • 16% IDU • 13% heterosexual • 8% MSM + IDU • Women • 73% heterosexual • 25% IDU

  10. Barriers • Potential of social marketing unappreciated • People are hard to change • Media is privately owned; airtime is expensive • Social marketing is often done poorly; it is NOT the same as advertising • Lack of conceptual underpinnings

  11. It requires careful consideration of: Product – Nature of behavior to be promoted Need to ensure quality before you can promote a behavior or service Place – Access & availability of recommended services/behavior Price – Perceived costs & benefits of undertaking new behavior Promotion – Mix of media Personal selling Incentives Campaign Planning requires more than simply insisting that people take on a new behavior

  12. Social Marketing Directly benefits target individuals or society Commercial Marketing Profit Sales Objective

  13. Target audience • Social • Audience is primary • Centered on target customer • Extensive audience research required • Start with customer’s perspective • Demographics • Beliefs about behavior • Social norms about behavior • Beliefs in efficacy

  14. Alternative approaches • Health education • Persuasion • Behavioral modification • Social influence

  15. Health education • Assumption = Individual will do the right thing if they understand the benefits and how to carry it out. • Goal = Bring facts to audience in compelling manner. • Theory = Health Belief Model (Hochbaum, 1958) • Perceived susceptibility • Perceived severity of threat • Perceived benefits of action • Perceived barriers to action

  16. Educational approach • Cons: • Focuses on changing beliefs, NOT behavior • Ignores effects of social pressure • Facts can have a boomerang effect

  17. Persuasion • Assumption = Action takes place only if people are sufficiently motivated. • Goal = Discover careful arguments and motivational “hot” buttons. • Theory = ?

  18. Persuasion • Cons: • It is top-down. Focus is on getting customer to accept persuader’s point of view. • Not customer-centered.

  19. Behavioral modification • Assumption = People learn by observing others and seeing them get rewarded or punished for behaviors. • Cons: • Costly • Hard to implement on a mass audience scale

  20. Social influence approach • Assumption = Influencing community norms and social norms is the best way to bring about change (Wallack, 1990). • Cons: • Social norms must be well understood • Limited to situations where pressures to conform are strong • Only applies to visible behaviors • May not be as relevant to more educated individuals

  21. Social marketing • Consumer is bottom line • Cost-effective • Strategies begin with customer • Four P’s = Product, price, place & promotion • Market research is extensive • Audience segmentation • Competition recognized

  22. Customer is bottom line • Increased knowledge and awareness are not enough • Behavior change is necessary for success • Understanding audience needs & wants is seen as essential ingredient • Social marketing offering (product) must accommodate – be presented in a way - audience needs

  23. Marketing research is key • Formative research • Audience segmentation • Understanding needs & wants • Perceived costs & benefits • Pre-testing • Test customer’s reactions to materials before disseminating • Monitoring research • Track audience responses • Use feedback to tinker, revise message strategies

  24. Success stories • National High Blood Pressure Education Program, 1972 -1982 • Goal = get people to have blood pressure checked • Strategy = Porter/Novelli in DC • Results = • By 1982, people who knew relationship between blood pressure & stroke increased from 29% to 59%; and those who knew b.p. & heart disease from 24% to 71%. • By 1985, half of hypertensives had taken some action to control b.p. (e.g., cutting salt, exercise, or losing weight). • By 1988-91, 73% of hypertensives were taking action.

  25. Success stories • American Cancer Society • Yul Brynner – Tells folks that he has died from the cause the sponsor is trying to prevent • “I really wanted to make a commercial when I discovered that I was sick and my time was limited.” • “I wanted to make a commercial that says simply, now that I’m gone, I tell you, don’t smoke. Whatever you do, just don’t smoke.” • “If I could take back that smoking, we wouldn’t be talking about any cancer.”

  26. Success stories • Smokey Bear (Ad Council/National Forest Service) • Animation, jingles, scenic beauty • Smoky is simple, straightforward and caring • Smoky, although targeted at kids, appealed to all ages

  27. What effect? • Studies are few • Sex on TV increases perception that peers are having sex • Teens unlikely to learn safe sex from TV • Aggressive sex on TV increases acceptance of rape & sexual abuse Advocates for Youth, 1996. ASHA, 1996.

  28. Media effects • TV violence studies show that violent programming teaches adolescents: • behavior modeling (cool people are violent) • social norms (guns are powerful) • desensitization (killing people isn’t so bad) • Same effects may occur with sex on TV: • behavior modeling (stars have risky sex) • social norms (premarital sex is OK) • desensitization (violent sex won’t really hurt) UC-Santa Barbara, UNC-Chapel Hill, UTexas-Austin, UWisconsin-Madison. National Television Violence Study. Studio City, CA: Mediascope, 1997.

  29. TV videos in Nigeria related to increased family planning • Contraceptive use by Nigerian women in 1993 who had seen music videos and TV dramas to promote family planning in 1989-92 Westoff C, Rodriguez G, Bankole A. Family Planning and Mass Media Effects. Unublished paper. Princeton University, 1996.

  30. TV celebrities can influence what people read & buy: When Oprah Winfrey recommends a book, it sells! • Thousands of books in print before & after selection by Oprah • The Deep End of the Ocean, Jaquelyn Mitchard • Song of Soloman, Toni Morrison • The Book of Ruth, Jane Hamilton Thigpen DE. Winfrey’s winners. Time, Dec. 2, 1996

  31. PSAs promote condoms in Portland, Oregon 1992-94 • Teens who used condoms in last month increased from 32% to 40% • Teens who used condoms with casual partners rose from 72% to 90% • Teens who planned to discuss condoms with next partners rose from 53% to 80% Blair J. PSI/Project ACTION: Improving Teen Risk Reduction. Unpublished paper. Population Services International, 1995.

  32. Media’s potential • Media can be powerful • Media are not being used to their full potential • In Western Europe, 3/4 of population learns about STDs from TV, books or magazines • In U.S., 1/4 learn about STDs from media ASHA, 1996.

More Related