Reference:
Kotler, P., & Lee, N. (2007). Influencing Positive Public Behaviors: Social Marketing. In P. Kotler, & N. Lee, Marketing in the Public Sector: A Roadmap for Improved Performance (pp. 133-162). Upper Saddle River, NJ: Wharton School Publishing.
Theme: By focusing efforts on enhancing public awareness on concerns that would improve their welfare, social marketing assists in influencing adherence to positive behaviors.
Summary:
Social marketing was emphasized as being used to promote the well-being of the public. The efforts that are directed through social marketing include enhancing awareness on the promotion of good health, prevention of injuries, protecting and conserving the environment, and improving the status of local communities. The aim of social marketing was specifically noted to “improve the quality of life” . Further, social marketing was reported to be undertaken by public sector agencies and nonprofit organizations. Finally, there were 12 principles that were presented to enable promoters of social marketing to create strategies that would be effective and successful.
Other Reading:
The article entitled “Does Social Marketing Work?” confirms that social marketing really works to change the behavior of targeted audience. A study that evaluated the effectiveness of social marketing in changing behavior regarding “child survival, HIV, malaria, reproductive health, and tuberculosis” confirmed its ability to enforce positive behavior.
Firestone, R. (2014, March 4). Does Social Marketing Work? Retrieved from Center for Health Market Innovations: http://healthmarketinnovations.org/blog/does-social-marketing-work
Application:
Social marketing efforts should be commended and appreciated as the messages relayed
are crucial in changing people’s untoward behavior and turning them into positive conduct that would improve life in the long run.
References
Firestone, R. (2014, March 4). Does Social Marketing Work? Retrieved from Center for Health Market Innovations: http://healthmarketinnovations.org/blog/does-social-marketing-work
Kotler, P., & Lee, N. (2007). Influencing Positive Public Behaviors: Social Marketing. In P. Kotler, & N. Lee, Marketing in the Public Sector: A Roadmap for Improved Performance (pp. 133-162). Upper Saddle River, NJ: Wharton School Publishing.
