Social Marketing is the systematic approach of marketing along with other concepts and techniques to achieve specific behavioral goals for a social good. Generally marketing means the business approach to promote any product to the consumer. Actually the steps in between the production and the product to be consumed by a consumer are basically marketing. But in social marketing the main objective is not all the time a product, but also promoting a new thought process, may be some time backed by some physical product issues. But obviously it has to be for any greater good of the society.
Mothers Against Drunk Driving (MADD)'s awareness program against drunk driving
How it is different to Media Advocacy?
Both of them are obviously same by their objective. But the difference is in their systematic approach. Media Advocacy works to bring any change in policy level when Social Marketing works in grassroots level to bring the change in individuals.
Social Marketing: Objectives
Bring Merit Good To bring any positive change in the society. To promote the change in individuals behavioral or habituation level to make the society better for living, eg. "Gachh Lagan, Poribesh Bachan" tree plantation campaign by Bangladesh Government, "Sunday ho ya Money roj khao andey" to include at least an egg in daily meal as the cheaper source of nutrition by Indian Governement.
Avoid Demerit Good By the same way social marketing can play role in the society to promote awareness against any harmful activities like Mothers Against Drunk Driving (MADD)'s campaign against drunk driving, "Bachte hole Jante hobe", AIDS awreness Campaign to protect the nation from AIDS in Bangladesh.
Change in a whole Another vision of Social Marketing is the bring the change in whole and to do this working in the grassroots to access the core of the society to make the change effective for most of the society members. And this is also make social marketing significant from media advocacy.
Price | The cost, not only the financial one, but also the social, material, physical, behavioral, habitual psychological, that the audience is being asked to give up to achieve the betterment through the Social Marketing Program.
Product | In terms of behavior, beliefs, information, or services, the change is being achieved through the Social Marketing Campaign.
Promotion | The process through what target audience will be made aware of the product and its availability, and how the awareness will make the society members intend to accept the product.
Place | The use of media to disseminate the information to the people. The media is the place from where mass people can get the detailed information about what to do, how to do, what to change, why and so on. Most of the time the success of any social marketing campaign’s success depends upon the choice of proper media to disseminate information. Moreover the choice of placing information also effects on the mass audience that how much cost they has to sacrifice for achieving the betterment.
Social Marketing: Objectives
Bring Merit Good To bring any positive change in the society. To promote the change in individuals behavioral or habituation level to make the society better for living, eg. "Gachh Lagan, Poribesh Bachan" tree plantation campaign by Bangladesh Government, "Sunday ho ya Money roj khao andey" to include at least an egg in daily meal as the cheaper source of nutrition by Indian Governement.
Avoid Demerit Good By the same way social marketing can play role in the society to promote awareness against any harmful activities like Mothers Against Drunk Driving (MADD)'s campaign against drunk driving, "Bachte hole Jante hobe", AIDS awreness Campaign to protect the nation from AIDS in Bangladesh.
Change in a whole Another vision of Social Marketing is the bring the change in whole and to do this working in the grassroots to access the core of the society to make the change effective for most of the society members. And this is also make social marketing significant from media advocacy.
4 Ps of Social Marketing
Price | The cost, not only the financial one, but also the social, material, physical, behavioral, habitual psychological, that the audience is being asked to give up to achieve the betterment through the Social Marketing Program. Product | In terms of behavior, beliefs, information, or services, the change is being achieved through the Social Marketing Campaign.
Promotion | The process through what target audience will be made aware of the product and its availability, and how the awareness will make the society members intend to accept the product.
Place | The use of media to disseminate the information to the people. The media is the place from where mass people can get the detailed information about what to do, how to do, what to change, why and so on. Most of the time the success of any social marketing campaign’s success depends upon the choice of proper media to disseminate information. Moreover the choice of placing information also effects on the mass audience that how much cost they has to sacrifice for achieving the betterment.
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