Essay On Reading Summary 9

Reference: Kotler, P., & Lee, N. (2007). Influencing Positive Public Behaviors: Social Marketing. Improving public sector performance by seizing opportunities to meet citizen needs (187 -213). Upper Saddle River, NJ: Wharton School Publishing.
Theme: By influencing people’s behavior, public health, the environment and the communities can be improved
Summary: Public Health, the Environment and communities can be improved by applying a variety of Social Marketing Techniques to influence people’s behavior.
The focus of Public Sector Agencies is to change or stop undesirable behavior of the public into good behavior.
While the private sector has the money to invest in expensive marketing campaigns, the public sector agencies can use successful campaigns to influence and motivate the general public to improve their quality of life.
Some of the motivation techniques used are: Taking advantage of previous successful campaigns, targeting markets that are ready for action, promoting simple and doable behaviors one at a time, identifying the potential barriers and removing them, showing the benefit that the desired behavior would bring into the present, highlighting the costs of the undesired behaviors, promoting tangible targets to help develop the behavior, considering nonmonetary incentives or ways of recognition, adding humor to the message, using media channels at the point of decision making, getting commitments and pledges and using prompts about the benefit for the environment.
Other reading:
Social Marketing intervention provides the tools to influence the public’s behavior through a variety of techniques and helps to develop public policies in order to help achieve the desired goals to improve the quality of life, in particular related to health such as tobacco and unhealthy diets.
Gordon, R., McDermott, L., Stead, M., & Angus, K. (2006). The effectiveness of social marketing interventions for health improvement: What's the evidence?. Journal of the Royal Institute of Public Health, 120 (12), 1133-1139.
http://dx.doi.org/doi:10.1016/j.puhe.2006.10.008
Application: Social Marketing can help my agency to plan and deliver programs that can help motivate people have healthier behaviors and increase their quality of life.