Presentation on theme: "Session 261 Definition of Social Marketing Social marketing is defined as "the design, implementation and control of programs aimed at increasing the acceptability."— Presentation transcript:
Session 261 Definition of Social Marketing Social marketing is defined as "the design, implementation and control of programs aimed at increasing the acceptability of a social idea or practice in one or more group of target adopters.
Session 262 A 7 Step Social Marketing Approach Knowledge Desire Skills Optimism Facilitation Stimulation Reinforcement
Session 263 Goal of Social Marketing Campaign Social marketing aims to ‘reach’ one or a number of target groups in order to initiate and effect changes in their ideas and behavior.
Session 264 Planning a Social Marketing Campaign Determine the specific information you need Look for previously collected, or secondary, information that will meet your needs Collect any additional, or primary, information you need –Observation –Mail, telephone or in-person surveys –Focus groups Present your plan to others for evaluation
Session 265 Potential Media Components for a Social Marketing Campaign Television Radio Newspapers (Daily and weekly) News Magazines Popular magazines Internet Direct marketing (mail and phone) Public appearances Public rallies Films
Session 266 Media Production and Dissemination Materials Television ads Radio ads Print ads Press releases and statements Website Direct marketing materials