Social marketing on a small budget

2017 ◽  
Author(s):  
Jeff French
Keyword(s):  
Social Marketing ◽  
Social Problems ◽  
The Internet ◽  
Socially Responsible ◽  
The Social ◽  
Mind Set ◽  
Real Strength ◽  
Marketing Approach

It is often assumed that social marketing can only be conducted by big organizations with large budgets and lots of accumulated marketing expertise and experience. This chapter makes the case that a real strength of the social marketing approach is that it can be adapted and used by almost anyone who wants to help people behave in a socially responsible way. The key to effective social marketing on a small budget is to start by thinking like a marketer: thinking about the needs of citizens and how you can create value for them; not worrying about not having enough money to run a big, flashy campaign. The chapter gives examples of how people with limited or no budgets can still apply a social marketing mind-set and procedures to solve social problems. It also gives details of sources of free help and support for anyone who has access to the Internet.

Midstream social marketing intervention to influence retailers’ compliance with the minimum legal drinking age law

2016 ◽  
Vol 6 (2) ◽  
pp. 104-120 ◽  
Author(s):  
Tanja Kamin ◽  
Daša Kokole
Keyword(s):  
Social Marketing ◽  
Post Intervention ◽  
Excessive Alcohol Consumption ◽  
Content Type ◽  
The Social ◽  
Drinking Age ◽  
Quasi Experimental ◽  
Minimum Legal Drinking Age ◽  
Marketing Intervention ◽  
Marketing Approach

Purpose Alcohol availability is strongly related to excessive alcohol consumption. This study aims to examine social marketing’s response to concerns about retailers’ noncompliance with the minimum legal drinking age (MLDA) law by proposing and evaluating a social marketing intervention directed at sellers in off-premise stores. Design/methodology/approach The study is based on a non-randomized quasi-experimental design, focusing on an evaluation of the implementation of the “18 rules!” intervention in four cities in Slovenia. Two waves of underage purchase attempts were conducted pre- and post-intervention in 24 off-premise businesses, following a mystery shopping protocol. Findings The initial rate of retailers’ noncompliance with the MLDA law in off-premise establishments was high. After the social marketing intervention, an increase with compliance with the law was observed; the proportion of cashiers selling alcohol to minors after the intervention decreased from 96 to 67 per cent. Qualitative insight suggests an existence of retailers’ dilemma in complying with the MLDA. Research limitations/implications A social marketing approach could contribute to a better understanding of the social working of the MLDA law. Practical implications A social marketing approach could complement the usual enforcement strategies and contribute to a better understanding of the social working of the MLDA law, and encourage deliberate retailers’ compliance with it while developing valuable exchanges among people and stakeholders. Originality/value The paper conceptualizes retailers’ dilemma in complying with the minimal legal drinking age law and offers social marketing response to it. Results of the study show that also solely non-coercive measures have the potential in increasing retailers’ compliance with regulations.

scholarly journals The Role and Importance of Social Marketing in the Economy

2014 ◽  
Author(s):  
Anara Kamalova
Keyword(s):  
Social Marketing ◽  
Political Party ◽  
Social Problems ◽  
Social Issues ◽  
Public Figure ◽  
Positive Image ◽  
The Social ◽  
The Creation ◽  
The Government ◽  
A Company

Today one of the most important problems of the Kyrgyz economy is the involvement of business to the social issues of society and social marketing. The main goal of social marketing is to raise the company's image, because it can promote a brand by solving social problems. Also compliance with the principles of social marketing in activity provides the conditions for the creation of a positive image of a company, political party or a public figure. Despite the fact that global social marketing is growing rapidly, unfortunately, in Kyrgyzstan, it has not yet received adequate development and only some businesses take responsibility for the performance of these functions and occasionally solve social issues. Analyzing the social marketing technologies in Kyrgyzstan, it should be noted that, their use is very unpopular. This is due to the lack of effective support from the government. In our opinion, it is necessary to provide tax breaks for companies that address social issues as well as provide moral and legal support to these enterprises.

scholarly journals Social Marketing Approach: A Strategy to Improve the Quality of Children's Health in Communities

2019 ◽  
Vol 4 (2) ◽  
pp. 54-62
Author(s):  
Getar Hati
Keyword(s):  
Social Marketing ◽  
Cultural Change ◽  
Technology Development ◽  
Research Areas ◽  
The Social ◽  
Consumption Habit ◽  
Information Technology Development ◽  
Different Characteristics ◽  
Negative Support ◽  
Marketing Approach

This article describes children health’s issue as primary need to achieve their basic rights. In general, children are vulnerable to get nutrition inadequacy because they tend to consume unhealthy foods. Healthy food is a basic right that must be fulfilled to support children’s growth and development. I examined two research areas identified that the problem of children in consuming unhealthy foods does not always related to the family poverty problem. This article also describes the conditions in the poor communities in North Jakarta and the intermediate community in Depok, use descriptive studies. The findings showed that children’s behavior in consuming unhealthy food was due to several factors, including lack of knowledge and skills of parents or caregivers and also negative support from the social environment around children. In addition, cultural change and dynamic information technology development has greatly affected the children consumption habit. This article discusses the process description in implementing communication strategies applied for those two research areas which have different characteristics through the social marketing approach. This approach emphasizes the development of the role of all elements in the community and the intervention strategies applied in each area of the study.

Recreating Communities to Support Active Living: A New Role for Social Marketing

2003 ◽  
Vol 18 (1) ◽  
pp. 114-119 ◽  
Author(s):  
Edward W. Maibach
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
National Level ◽  
Distribution Channels ◽  
The United States ◽  
Active Living ◽  
Policy Makers ◽  
The Social ◽  
Pervasive Health ◽  
Marketing Approach

The lack of routine physical activity has become an all too pervasive health threat in the United States. Social marketing can be used directly to promote increased physical activity among people who have access to active living options (e.g., safe and convenient sidewalks or bike paths). A second, albeit indirect, use of social marketing to promote physical activity — and the focus of this article — involves promoting behaviors that influence the built environment for the purpose of increasing people's access to active living options. This use of social marketing involves changing the behavior of consumers, developers, distribution channels (e.g., real estate agents) and policy makers. The approach offers public health and other organizations a disciplined, consumer-focused means of mobilizing their available resources in a manner that maximizes the odds of creating active living communities. These means include understanding the competition, understanding target markets, creating mutually beneficial exchanges, segmenting markets and targeting them based on anticipated return. This article identifies specific opportunities for applying the social marketing approach to create active living communities, and identifies opportunities at the state and national level that will enhance the effectiveness of local efforts.

Applying Social Marketing in the Development of a Volunteer Program

2009 ◽  
Vol 15 (3) ◽  
pp. 67-84 ◽  
Author(s):  
Amnon Boehm
Keyword(s):  
Social Marketing ◽  
Short Review ◽  
Volunteer Program ◽  
The Social ◽  
Central Elements ◽  
Volunteer Recruitment ◽  
Marketing Approach

This article asserts that social marketing may be effective in programs that are concerned with volunteering. A short review of the central elements of the social marketing approach and discussion of their application in the area of volunteering is followed by a description of a program based on this approach for recruiting volunteers. The results of the program, which was implemented in Israel, support the development of additional programs for marketing volunteering. The article discusses the main contributions of the social marketing approach in this area, related dilemmas, and the administrative measures necessary for designing a marketing approach specifically for volunteer recruitment.

A tale of complexity

2019 ◽  
Vol 9 (1) ◽  
pp. 40-52 ◽  
Author(s):  
Hamilton Coimbra Carvalho ◽  
José Afonso Mazzon ◽  
Joaquim Rocha Santos
Keyword(s):  
Social Change ◽  
System Dynamics ◽  
Social Marketing ◽  
Social Problems ◽  
Content Type ◽  
Integrative Framework ◽  
The Social ◽  
The Usa ◽  
Level Of Aggregation ◽  
High Level

Purpose The purpose of this paper is the development of a framework to address complex social problems. The paper proposes an integrative framework inspired in complexity sciences, using it to explain the demise of cigarettes in recent decades. Design/methodology/approach The paper uses the method of system dynamics to represent the complexity inherent in most social ecosystems where social marketers operate. Findings The framework identifies the major determinants of complex problems in social ecosystems, giving emphasis to the role performed by endogenous social structures. The paper presents the results of a simulation replicating the evolution of perceived attractiveness of cigarettes in recent decades, highlighting the role of the Surgeon General’s 1964 report in the USA as a catalyst force that accelerated the process of change. Research limitations/implications The limitations derive from the use of the system dynamics method, in particular the high level of aggregation of variables. Implications include the potential for increased cross-fertilization between social marketing and other disciplines concerned with social change. Practical implications The eight elements that compose the proposed framework can be identified or applied to any social ecosystem, helping in the identification of points with high leverage for social change. Social implications Proper understanding of how complex social problems arise is vital to increase the odds of success of social marketing interventions. The paper also highlights common threads in the development of problems in different social ecosystems. Originality/value The paper presents a novel framework for addressing the complexity inherent to the social ecosystems where social marketers operate.

Rural immersion program in India: integrating management education with community

2019 ◽  
Vol 34 (2) ◽  
pp. 13-15
Author(s):  
Smitu Malhotra ◽  
Venugopal Pingali
Keyword(s):  
Socially Responsible ◽  
Content Type ◽  
Immersion Program ◽  
Societal Issues ◽  
The Social ◽  
School Programs ◽  
Mind Set ◽  
Social Divide ◽  
Management Curriculum ◽  
Practical Implications

Purpose The purpose of this paper is to review Indian management-school programs that integrate social and environmental concerns in the curriculum. Approach The paper analyses the data provided in the form of reports submitted by students after the rural immersion program and draws inferences from the written material. Findings This paper illustrates the usefulness of the rural immersion program in sensitizing students about the social divide that exists in India; thus, it helps inculcate an inclusive mind-set. Practical implications This paper emphasizes the usefulness of creating a management curriculum that integrates societal issues in the learning process. Originality/value The paper discusses how a top Indian business school is attempting to develop socially-responsible managers.

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