PHAR4823 Lecture Notes - Lecture 5: Nancy Reagan, Social Marketing, Water Purification
23 Jul 2018
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Document Summary
The use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behaviour for the benefit of individuals, groups, or society as a whole. A bag of tools/technologies adapted mainly from marketing & applied to issues of social importance. A way of approaching an issue that emphasises the perspective of the target audience: has an end goal to contribute to a socially just society. The use of marketing to design and implement programs to promote socially beneficial behaviour change. Social marketing argues that we can borrow marketing ideas to promote healthy behaviour. If marketing can encourage us to buy a ferrari, it can persuade us to drive it safely. Symbols: many effective social marketing campaigns use instantly recognizable symbolic visuals. Ribbons, us smokey the bear for wildfire prevention. Slogans: many social marketing campaigns rely on short, memorable catch phrases. E. g. the just say no u. s. war on.
