Chapter 8 Social Marketing

Social Marketing
The use of commercial marketing techniques to help a target population acquire a beneficial health behavior
India in the 1960s to promote a family planning program (condoms)
Where did the model of social marketing originate?
Commercial Marketing
The selling and promotion of a product
Exchange Theory
A core concept in marketing that implies the transfer or transaction of something valuable between two individuals or groups
Audience Segementation
Distinct groups of people who are similar to each other in particular characteristics and are thus likely to respond to messages in a similar way are identified
Product
Price
Place
Promotion
What are the primary Ps in social marketing?
Product
The behavior or offering that is intended to be adopted by the target audience
Price
The tangible and intangible things that the target audience has to give up in order to adopt the new idea (Product)
Place
Where the target audience will be exposed to messages about the behavior
Promotion
The mechanism by which one gets the message across to the target audience
Publics
Partnership
Policy
Purse Strings
What are the 4 additional Ps in social marketing?
Publics
Both the primary and secondary audiences involved in the program
Partnership
Collaborating with multiple individuals or organizations who work on the same issue
Policy
Creating the environmental supports needed to sustain the behavior change
Purse Strings
The amount of money available for the campaign
India
Social marketing has its origins in:
Packaging
All of the following are part of the 4Ps that define the constructs of the marketing mix except: