Social Marketing

Question 1

What is social marketing?

Answer 1

Social marketing is a process that attempts to create a voluntary exchange between a marketing organization and members of a target market based on mutual fulfillment of self-interest.”

Question 2

What are the 4 Ps of social marketing?

Answer 2

Product
Price
Place (or Distribution)
Promotion (or Communication)
Policy

Question 3

What are social marketers trying to “sell”?

Answer 3

in social marketing can be an actual product, a service, or an idea for a behavior that members of the target audience will perceive to be in their own self interest

Question 4

What is the difference between social marketing and commercial marketing?

Answer 4

Intent of social marketer is to achieve behavior change seen as improving the health and welfare of individuals and society at large
Social marketer does not have profit as a primary goal
Social marketer (e.g., government agency) would promote hand-washing to reduce spread of disease

Commercial marketer would promote a specific product (e.g., Purell) vs. other cleansing options, to reduce the spread of disease

Question 5

What is the Creative Brief and how is it used?

Answer 5

Based on knowledge of the intended audience’s wants, needs, values, and accessibility
Guided by general communication research as well as theories and models of behavior
Tempered by the realities of available resources and deadlines.
provides a good test of whether your program has enough information to begin developing messages. It also gives you an opportunity to obtain management and partner buy-in for the approach.
Brainstorming strategy that client will create to bring out the a message.