Strategically Leveraging Humor in Social Marketing Campaigns

2019 ◽  
Vol 25 (3) ◽  
pp. 193-208
Author(s):  
D. Scott Borden ◽  
L. Suzanne Suggs
Keyword(s):  
Social Marketing ◽  
Ethical Issues ◽  
Marketing Research ◽  
Social Equity ◽  
Contentious Issue ◽  
Social Marketing Campaigns

Classic and social marketing research has described some of the benefits of using humor. However, while these studies have strongly recommended the strategy, little has been reported on why practitioners have, or could, leverage humor to reach campaign goals. Addressing this need, the use of humor in 15 social marketing campaigns was investigated. Three of these campaigns were selected, aiming to promote water-efficient behavior, and examined in greater depth to highlight findings. Campaign planners were interviewed to understand their choice in strategy, objectives of their campaigns, and results achieved. Results show humor has been leveraged to target a variety of behaviors in the areas of health, social equity, environment, and education. The examples followed many recommendations within previous research. However, newly described applications of humor in these campaigns included minimizing the competing behavior, endearing an audience to the messenger, and reducing tensions around a contentious issue. This article concludes with a discussion of how these applications can be successfully leveraged and potential associated pitfalls and ethical issues that may arise from the use of humor.

Best practices in social marketing among Aboriginal people

2014 ◽  
Vol 4 (2) ◽  
pp. 155-175 ◽  
Author(s):  
Judith Madill ◽  
Libbie Wallace ◽  
Karine Goneau-Lessard ◽  
Robb Stuart MacDonald ◽  
Celine Dion
Keyword(s):  
Social Marketing ◽  
Aboriginal People ◽  
Marketing Research ◽  
Future Research ◽  
Content Type ◽  
Call To Action ◽  
Aboriginal Populations ◽  
Wide Range ◽  
Important Field ◽  
Social Marketing Campaigns

Purpose – The purpose of this paper is to identify, summarize and assess literature focused on developing social marketing programs for Aboriginal people. Design/methodology/approach – The authors conducted a literature search and review of research papers concerning social marketing and Aboriginal populations over the period 2003-2013. Findings – The research reveals very little published research (N = 16). The literature points to a wide range of findings including the importance of segmenting/targeting and avoiding pan-Aboriginal campaigns; cultural importance of family and community; the importance of multi-channels; universal value of mainstream and Aboriginal media outlets, use of print media, value of elders and story-telling for message dissemination; increasingly important role of Internet-based technology; need for campaign development to reflect Aboriginal culture; and importance of formative research to inform campaign development. Social implications – Considerable research is warranted to better develop more effective social marketing campaigns targeted to Aboriginal audiences to improve health outcomes for such groups across the globe. Originality/value – This paper provides a baseline foundation upon which future social marketing research can be built. It also acts as a call to action for future research and theory in this important field.

Social and Strategic Partnership in Marketing Contexts

2020 ◽  
pp. 122-145
Author(s):  
Bruno Barbosa Sousa ◽  
Filipe Sequeira Magalhães
Keyword(s):  
Social Marketing ◽  
Best Practice ◽  
Ethical Issues ◽  
Behavioural Change ◽  
Strategic Partnership ◽  
Marketing Practice ◽  
Social Good ◽  
Non Profit ◽  
Social Marketing Campaigns

Social and strategic marketing seeks to develop systematic marketing concepts with several approaches to influence behaviours that benefit individuals and society for the greater social good. Social marketing practice is guided by ethical issues. It seeks to integrate approach, best practice, theory, audience, and partnership insight to inform the delivery of competition-sensitive and segmented social change programmes that are effective, efficient, equitable, and sustainable. This case study concerns help2kids as a young and dynamic non-profit organization operating in Africa. The case study consists of reflection and discussion of the several practices, marketing strategies, social entrepreneurship topics, and multiple projects inherent to help2kids. Help2kids strives to allow children the pursuit of a better and more sustainable future. The authors intend to present different social marketing campaigns to promote behavioural change for the benefit of society and the strategies that have been followed to achieve the desired idea or behaviour.

Vedantic applications of augmented reality for strategic social marketing campaigns in India

2018 ◽  
Vol 10 (3) ◽  
pp. 256-273
Author(s):  
Amrita Joshi
Keyword(s):  
Augmented Reality ◽  
Social Marketing ◽  
Marketing Research ◽  
Content Type ◽  
Multimodal Analysis ◽  
Spatio Temporal ◽  
Philosophical Texts ◽  
Propositional Structures ◽  
Social Marketing Campaigns ◽  
Social Outreach

Purpose Social outreach campaigns such as mainstream commercial marketing campaigns are drawn to digital communication practices for increased visibility, speed and recall. This paper aims to highlight the usefulness and application of augmented reality (AR) technologies and proposes a change-driven usage of the AR environments for social marketing. Design/methodology/approach Paradigmatic structural analysis is used to extract the underlying schematic forms. A multimodal analytic approach is used to propose the conceptual framework. Findings AR is defined vis-à-vis conceptualizations of reality and hyper-reality from the Vedantic philosophical texts and treatises. The study examines and demonstrates an earlier version of AR expression in ancient times in the use of spatio-temporal constructs and their degrees of modality. It derives a conceptual schema based on AR resonant applications in narratives from the Vedantic literature. Based on these, the study highlights the persuasive appeal and co-creative potential of these illustrative examples to recommend marketing communication strategies for social outreach campaigns. Research limitations/implications The analysis recognizes a conceptual bridge between human extra-sensory/transcendental ability and contemporary technology. This study identifies five propositional structures (PS). It opens up the field of social marketing research to alternative methodologies such as multimodal analysis. Practical implications While most of contemporary AR usage is in commercial marketing, this study has derived specific guiding principles/propositional structures. These can be applied to create specific virtual environments that can simulate and demonstrate desirable societal outcomes and behaviours. As newer technologies permit further and more futuristic design interventions, developers could experiment with transitional states to impact behaviours, with implications for experimental layering of information. Originality/value This study responds to a call for innovative design interventions in the field of social marketing. Its originality lies in its use of the Vedantic framework which has not been explored in this direction elsewhere.

scholarly journals Religion in Mass Media Social Marketing Campaigns: A Paradox

2015 ◽  
Vol 10 (11) ◽  
pp. 55 ◽  
Author(s):  
Patrick Van Esch
Keyword(s):  
Popular Culture ◽  
Data Analysis ◽  
Mass Media ◽  
Social Marketing ◽  
Marketing Research ◽  
The Other ◽  
Health Campaign ◽  
Analysis Phase ◽  
Social Marketing Campaigns ◽  
Relationship Of

<p>Religion and mass media social marketing (MMSM) are considered major influencing factors within popular culture. Unfortunately, both researchers and practitioners of MMSM campaigns either lack religious intellect or intentionally mitigate against its logical use whilst on the other hand; empirical research into healthy behaviours indicates an efficacy between religion and desired behaviours/outcomes, however; these elements receive minimal attention from health campaign researchers and practitioners. Remarkably, other social marketing research has used different models/theories of behaviour change, some acknowledge the ‘religion’ concept and its application, yet they fail to recognise and address it as a variable during the data analysis phase. As a result, discussions about the possible intersect and/or inter-relationship of religion and MMSM is often disputed, intentionally abandoned and generally not well informed.</p>

Understanding Health Behavior: An Integrated Model for Social Marketers

2008 ◽  
Vol 14 (2) ◽  
pp. 2-32 ◽  
Author(s):  
Magdalena Cismaru ◽  
Anne M. Lavack ◽  
Heather Hadjistavropoulos ◽  
Kim D. Dorsch
Keyword(s):  
Health Behavior ◽  
Social Marketing ◽  
Transtheoretical Model ◽  
Process Model ◽  
Decision Making Process ◽  
Extended Parallel Process Model ◽  
Behavioral Theories ◽  
Health Related ◽  
Social Marketing Campaigns ◽  
Insight Into

Many effective social marketing campaigns seek to change health-related behavior by utilizing various health-protective behavioral theories. In this article, we review and integrate three such theories: protection motivation theory (PMT), the extended parallel process model (EPPM), and the transtheoretical model (TTM). We highlight how EPPM and TTM can be used to refine PMT by adding insight into the decision-making process involved when consumers consider whether or not to follow a particular recommended health behavior. Specifically, the development of an integrated PMT model can provide insight into the characteristics of people more or less likely to change, what happens when persuasion fails, and what can be done to increase persuasion. Developing an integrated PMT model opens new avenues of research that have the potential to increase our understanding of behavior and assist in creating more persuasive social marketing campaigns.

scholarly journals You Have Options: Implementing and evaluating a contraceptive choice social marketing campaign

2021 ◽  
Vol 5 ◽  
pp. 239920262110034
Author(s):  
Beth Sundstrom ◽  
Andrea L DeMaria ◽  
Merissa Ferrara ◽  
Stephanie Meier ◽  
Kerri Vyge ◽  
...  
Keyword(s):  
Social Marketing ◽  
Survey Design ◽  
Full Range ◽  
The United States ◽  
Student Health Services ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Campaign Messages ◽  
Long Acting ◽  
Social Marketing Campaigns

Background: Up to two-thirds of pregnancies among young, unmarried women in the United States are unintended, despite increased access to highly effective contraceptive options. Aim: This study implemented and evaluated a social marketing campaign designed to increase access to a full range of contraceptive methods among women aged 18–24 years on a southeastern university campus. Methods: Researchers partnered with Choose Well and Student Health Services to design, implement, and evaluate You Have Options, a 10-week multi-media social marketing campaign. The campaign aimed to raise awareness, increase knowledge, and improve access to contraceptive options, including long-acting reversible contraception (LARC) methods among college women. A pretest-posttest web-based survey design measured campaign awareness and recognition, as well as attitudes, subjective norms, and behavior. Results: Participants demonstrated a significant increase in knowledge about intrauterine devices (IUDs) between pretest ( M = 2.66, SD = 1.30) and posttest ( M = 3.06; SD = 1.96); t(671) = −2.60, p < .01). Analysis revealed that frequent exposure to the campaign prompted participants to engage in discussions about LARC with friends ( p < .05). In addition, 20- to 24-year-olds who reported seeing the campaign messages were more likely to seek out information ( p < .01) and adopt a LARC method ( p = .001) than 18- or 19-year-olds who saw the campaign messages. Conclusion: Findings from the study offer practical recommendations for implementing social marketing campaigns aimed at increasing access to LARC and reducing unintended pregnancy.

The Science of Goal Setting

2012 ◽  
Vol 19 (1) ◽  
pp. 13-25 ◽  
Author(s):  
Daniel Hayden ◽  
Fangzhou Deng
Keyword(s):  
Goal Setting ◽  
Diffusion Of Innovation ◽  
Social Marketing ◽  
Collective Behavior ◽  
Great Influence ◽  
Environmental Conservation ◽  
Marketing Campaign ◽  
Social Marketing Campaign ◽  
Social Marketing Campaigns ◽  
The Impact

Goal setting within social marketing campaigns is art and science. An analysis of Rare Pride conservation campaigns shows the quantitative, replicable relationship among the impact of these conservation campaigns with diffusion of innovation theory, and collective behavior theory that can guide marketers to set better goals. Rare is an environmental conservation organization that focuses on reducing community-based threats to biodiversity through a social marketing campaign called Pride. Pride campaigns work by removing barriers to change (whether they are technical, social, and political or something else) and inspiring people to make change happen. Based on the analysis of historical Pride campaign survey data, we found that the starting percentage of engagement has a great influence on the percentage change at the end of the campaign: The higher the initial adoption level of knowledge, attitude, and behavior change, the easier these measures are to improve. The result also suggests a difference in the potential of change with different audience segments: It is easiest to change influencer, then general public, and finally resource user who are the target of the social marketing campaign. In this article, we will analyze how to use diffusion of innovation and collective behavior theories to explain the impact of campaigns, as well as how to set more attainable goals. This article is consistent with similar research in the field of public health, which should help marketers set goals more tightly, allocate resources more effectively, and better manage donor expectations.

scholarly journals Identification of cancer risk and associated behaviour: implications for social marketing campaigns for cancer prevention

BMC Cancer ◽  
2017 ◽  
Vol 17 (1) ◽  
Author(s):  
Rebecca Kippen ◽  
Erica James ◽  
Bernadette Ward ◽  
Penny Buykx ◽  
Ardel Shamsullah ◽  
...  
Keyword(s):  
Cancer Risk ◽  
Cancer Prevention ◽  
Social Marketing ◽  
Social Marketing Campaigns
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