Tools for Getting Your Message Out About Diabetes: Marketing/Public Relations, Social Marketing and Media Advocacy

2007 ◽  
pp. 323-346
Author(s):  
Vicki B. Gaubeca
Keyword(s):  
Public Relations ◽  
Social Marketing ◽  
Media Advocacy

Social marketing applications in public policy programs: key learnings and applications

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Satyam Mishra ◽  
Bikramjit Rishi
Keyword(s):  
Public Policy ◽  
Social Marketing ◽  
Design Methodology ◽  
Media Advocacy ◽  
Content Type ◽  
Number Of Factors ◽  
Labour Policy ◽  
The Usa ◽  
Social Marketing Campaigns ◽  
Marketing Principles

Purpose Marketing tools used in public policy may not be purely commercial but based on non-commercial marketing exchanges also. This paper aims to make a case for the practice of social marketing principles to aid the context of public policy. Design/methodology/approach The approach is to draw out the key implementable learnings (KILs) from the analysis of the five public policy initiatives in the USA, India and Sri Lanka. A case situation with the context of child labour policy in India is proposed to use these KILs. Findings This paper concludes that the implementation of any policy is a challenging exercise and dependent on a large number of factors. However, KILs derived from successful social marketing programs deal with umbrella campaigns, prevailing socio-cultural environment, bottom-up communication, upstream approach to engage with stakeholders and targeted media advocacy could prove useful when the objective is to induce behaviour change as a part of the policy execution. Originality/value This paper evaluates the learnings from social marketing campaigns and their relevance to public policy programs. It also considers a case to demonstrate the application of the concept.

Biomarketing strategy and tactics 101 PART I of III

2012 ◽  
Vol 18 (1) ◽  
Author(s):  
Dimitris Dogramatzis
Keyword(s):  
Public Relations ◽  
Marketing Strategy ◽  
Social Marketing ◽  
Environmental Analysis ◽  
Pharmaceutical Research ◽  
Personal Selling ◽  
Patient Benefit ◽  
Marketing Planning ◽  
Promotional Strategies ◽  
Push And Pull

The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.1 According to the Pharmaceutical Research and Manufacturers of America appropriate marketing of medicines ensures that patients have access to the products they need and that the products are used correctly for maximum patient benefit.2 The most important promotional tools for biopharmaceutical firms are 1) personal selling, 2) advertising, 3) public relations and publicity, and 4) web promotion. Part I of this three-part article focuses on the nature of the biopharmaceutical marketing’s four P’s, the importance of marketing strategy, the conduct of environmental analysis,  and maket segmentation. Part II delves into the processes of targeting and positioning, marketing planning, as well as biopharmaceutical branding. Part III completes the series by focusing on the push and pull promotional strategies, advertising, selling, and biopharmaceutical web and social marketing. biopharmaceutical, marketing, targeting, positioning, branding, advertising

Transitioning “Upward” When “Downstream” Efforts Are Insufficient

2018 ◽  
Vol 24 (3) ◽  
pp. 151-163 ◽  
Author(s):  
D. Scott Borden ◽  
Scott I. Cohn ◽  
Christopher Gooderham
Keyword(s):  
Cluster Analysis ◽  
Public Relations ◽  
Institutional Change ◽  
Social Marketing ◽  
Return On Investment ◽  
Environmental Changes ◽  
Educational Interventions ◽  
Technological Infrastructure ◽  
Marketing Campaign ◽  
Social Marketing Campaign

This article presents the results of a social marketing campaign to encourage individuals to compost at a university dining facility. Downstream efforts were less effective than desired in changing behavior and instead, changes to patron’s environmental surroundings were instituted, leading to greater impacts. Patrons were first surveyed on their knowledge, attitudes, and stated behaviors and barriers. Cluster analysis revealed three distinct types of composters: “engaged,” “needing assistance,” and “uninterested.” Subsequent interventions were developed, primarily targeting the cluster, needing assistance. Downstream efforts to reach individuals such as modeling the desired behavior and educational interventions were not significantly beneficial. While education showed some encouraging results, a potential diminishing effect overtime was observed. Efforts to change the patrons’ environment were then implemented with changes to the systems of the facility, an individual to ask patrons to compost. A significant increase in behavior was observed. Return on investment and increased public relations were used to leverage this institutional change. Additionally, this campaign created opportunities for securing grants to improve technological infrastructure, further encouraging behavior through additional environmental changes aiming to alleviate barriers of inconvenience. Recommendations for similar campaigns aiming to transition “upward” are provided.

Biomarketing strategy and tactics 101 PART II of III

2012 ◽  
Vol 18 (3) ◽  
Author(s):  
Dimitris Dogramatzis
Keyword(s):  
Public Relations ◽  
Marketing Strategy ◽  
Social Marketing ◽  
Environmental Analysis ◽  
Pharmaceutical Research ◽  
Personal Selling ◽  
Patient Benefit ◽  
Marketing Planning ◽  
Promotional Strategies ◽  
Push And Pull

The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. According to the Pharmaceutical Research and Manufacturers of America appropriate marketing of medicines ensures that patients have access to the products they need and that the products are used correctly for maximum patient benefit. The most important promotional tools for biopharmaceutical firms are 1) personal selling, 2) advertising, 3) public relations and publicity, and 4) web promotion. Part I of this three-part article focuses on the nature of the biopharmaceutical marketing’s four P’s, the importance of marketing strategy, the conduct of environmental analysis,  and maket segmentation. Part II delves into the processes of targeting and positioning, marketing planning, as well as biopharmaceutical branding. Part III completes the series by focusing on the push and pull promotional strategies, advertising, selling, and biopharmaceutical web and social marketing.

‘Screenagers’ and In/Active Lifestyles: A Socio-Cultural Analysis of Healthy Life Span Promotion

2013 ◽  
Vol 2 (1) ◽  
pp. 47-54 ◽  
Author(s):  
Margaret MacNeill
Keyword(s):  
Life Span ◽  
Social Marketing ◽  
Cultural Analysis ◽  
Media Advocacy ◽  
Healthy Life ◽  
Media Campaigns ◽  
The Social ◽  
Active Lifestyles ◽  
Policies And Programs ◽  
Youth Activity

Young people are increasingly the targets of public health and private-public sector campaigns to promote active lifestyles and longevity of the life span (Arnett, 2012; Faulkner, Kwan, Brownrigg, & MacNeill, 2011). Yet media campaigns alone cannot redress the barriers to physical activity. In this paper I argue that theories of life span and social marketing approaches to health promotion share a grounding in the behavioral sciences that need to be broadened to consider social determinants of active and inactive lifestyles and uncover how youth audiences make sense of health promotions. As such, I suggest how the social marketing of healthy life spans can move upstream to advocate policies and programs for youth activity. In this article I a) critically examine our shifting notions of youth and assumptions about life span, b) highlight trends in media consumption by youth, c) consider how kinesiology can broaden the social marketing lens to active media advocacy for social justice, and d) raise implications for research and intervention.

scholarly journals SOCIAL MARKETING IN PUBLIC ADMINISTRATION OF SOCIAL SERVICE INSTITUTIONS

2019 ◽  
Vol 8 (6) ◽  
Author(s):  
Hryhoriy Bukanov ◽  
Alla Kolesnyk ◽  
Oksana Tashkinova ◽  
Viacheslav Kotlubai ◽  
Viktor Koval
Keyword(s):  
Public Relations ◽  
Public Administration ◽  
Social Services ◽  
Social Marketing ◽  
Social Service ◽  
Effective Means ◽  
Medical Problems ◽  
Social Organizations ◽  
The Social ◽  
Social Advertising

The following conclusions can be drawn from the theoretical analysis and the results of the expert survey. Firstly, it is substantiated that social marketing is an effective mechanism for public administration of social organizations in Ukraine, and that public relations and social advertising are the leading technologies. Secondly, it is determined that the leading task of public relations in public administration is to develop concepts of social advertising and the formation of a positive image of the social service through information and advertising campaign on social services. Thirdly, it has been found that the more effective means of advertising the activities of social organizations are: TV and radio advertising; placement of articles in specialized (local printed) editions; booklets, memos, other handouts, and the main issues that should be covered in social advertising are: addiction, socio-economic problems, medical problems, problems of vulnerable sections of the population.

scholarly journals Upstream social marketing strategy

2018 ◽  
Vol 8 (3) ◽  
pp. 258-279 ◽  
Author(s):  
Ann-Marie Kennedy ◽  
Joya A. Kemper ◽  
Andrew Grant Parsons
Keyword(s):  
Decision Making ◽  
Structural Change ◽  
Marketing Strategy ◽  
Social Marketing ◽  
Special Focus ◽  
Media Advocacy ◽  
Content Type ◽  
Academic Literature ◽  
Implementation Guidelines ◽  
Practical Implications

Purpose This paper aims to provide guidelines for upstream social marketing strategy on to whom, how and when social marketers can undertake upstream social marketing. Design/methodology/approach This article is a conceptual piece using academic literature to justify and conceptualise an approach to communicating with and influencing upstream actors. Findings Specifically, it looks at the characteristics of policymakers targeted, then targeting methods, with a special focus on the use of media advocacy. Finally, a process of government decision-making is presented to explain message timing and content. Practical implications Specific criteria to judge time of decision-making and implementation guidelines are provided for social marketers. Originality/value In the case of complex social problems, such as obesity and environmental degradation, structural change is needed to provide people with the ability to change (Andreasen, 2006). Strategic social marketing has identified upstream social marketing as a method to influence structural change through policymakers (French and Gordon, 2015); however, literature in the area tends to be descriptive and there are no clear guidelines to its implementation (Dibb, 2014). This article seeks to provide those guidelines.

scholarly journals Petisi Online Sebagai Media Advokasi Alternatif dalam Upstream Social Marketing

2018 ◽  
Vol 7 (2) ◽  
pp. 148-168
Author(s):  
Nia Ashton Destrity
Keyword(s):  
Social Marketing ◽  
Behavioral Change ◽  
Social Contexts ◽  
Media Advocacy ◽  
The Press ◽  
Policy Making Process ◽  
Information And Communication ◽  
Marketing Activities ◽  
The Media

Social marketing as a method encourages behavioral change in individuals for a better life by adopting concepts and principles in commercial marketing. Changes of individual behavior are influenced by social contexts that cannot be separated from the role of the upstream actors (parties who have influence in the policy-making process). In accordance, targeting upstream actors for social marketing activities has become a challenge. Therefore, social marketers need to communicate creatively with upstream parties to support their social marketing goals. This conceptual article aims to explain the importance of moving upstream as a concept and describes the use of online petitions as an alternative platform for media advocacy establishing an upstream social marketing strategy. It is argued that the development of information and communication technology offers an online petition platform for reaching upstream parties. Through a study of literature method, this article presents a case of online petition Change.org Indonesia which is supported by the media and policymakers. Change.org Indonesia has been actively developing media advocacy through the press conference, press release and press note, social media, and offline actions or events to influence policymakers in order to create a supportive environmental condition for behavioral change.

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