Improving the impact of social marketing

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Improving the impact of social marketing

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Abstract

This presentation will start with a few statistics on health, safety, environment and the community. It will then move onto some social marketing events before talking about some of the agencies involved in social marketing. It will then talk of the major approaches and go into the planning process. It will also present the criteria and the key elements of a successful event. The presentation will also talk of the importance of choosing the right focus in the campaign. It will take a brief look at the 'Seat belt usage campaign' before ending with criticisms of social marketing.

Improving the impact of social marketing
1. Facts from 2008
Social marketing events
1. Agengies doing social marketing
Social marketing planning process
Criteria for a successful campaign
Importance of choosing the right focus in a campaign
The need for a health model
Types of social marketing campaign
1. Criticism of social marketing campaign
Conclusion

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[...] Major Approaches Education (Explain the desired behavior) Economics (Incentivize the desired behavior) Law (Coerce the desired behavior) Technology (Equip the desired behavior) Social Marketing (Combining the above) See Michael L. Rothschild, “Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors,” Journal of Marketing, October 1999, 24-37. Social Marketing Planning Process Where Are We? Determine program focus Identify campaign purpose Conduct an analysis of Strengths, Weaknesses, Opportunities, and Threats Review past and similar efforts Where Do We Want To Go? [...]

[...] Sweden in the 1970s started social marketing campaigns to turn Sweden into a nation of non-smokers and non-alcoholics. The Canadian government in the late 1970s launched marketed campaigns to No to Drugs,” “Stop Smoking,” “Exercise for Health,” etc. The Australian government in the 1970s ran “Wear Your Seat Belt Campaigns” and several other campaigns. Singapore in the 1980s ran campaigns such as National Smoking Control Campaign, National Healthy Lifestyle Campaign, AIDS Education Campaign, BreastScreen Campaign In the 1980s, the World Bank, World Health Organization, and Centers for Disease Control and Prevention started to use the term and promote interest in social marketing. [...]

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