Lecture 21 - 22 - Social Marketing

Lecture 21 - 22 - Social Marketing - Song of the Day What...

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Song of the Day What is this song about? Imagine …
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ADVERTISING & SOCIETY SOCIAL MARKETING
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“Good” vs. “Evil”
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“Advertising helps develop the kind of man the goals of the industrial system require—one that reliably spends his income and works reliably because he is always in need of more.” - John Galbraith, Economist and Advertising Critic
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Social, Ethical & Economic Criticisms Untruthful or deceptive Offensive Vulnerable populations Cultural consequences Economic effects (choices, prices, competition)
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Social, Ethical & Economic Opportunities
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Who is this man? Muhammad Yunnus Professor in Bangladesh Founder of the Grameen Bank Winner - 2006 Nobel Peace Prize Video of his address: http://www.fuqua.duke.edu/centers/case/abo Press Release and Announcement: http:// nobelpeaceprize.org/eng_lau_announce2006.ht ml
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He is a… AND a great marketer!
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The Grameen Bank Problem = poverty o Economics professor at Chittagong University o 1974 Bangladesh devastated by famine o Frustrated: Yunus recalls… "You teach elegant theories in the classroom, telling your students how to handle economic problems, how to resolve them, how to bring development. ..and you walk out of the classroom and see people dying of hunger, not because of disease, just not having enough to eat." Market opportunity = Identified new customer base for financial services Banker to the poor o Break cycle of poverty o Micro-credit: o No traditional “collateral” but rather based on peer lending groups, one-year loans, weekly installments, and trust and faith in human potential o Not charity o Secret to success = social capital
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Micro-lending: The Ripple Effect In Bangladesh today, Grameen has 1,084 branches 12,500 staff 2.1 million borrowers in 37,000 villages. On any working day, Grameen collects average of $1.5 million in weekly installments 94% of borrowers are women 98% of the loans are paid back; a recovery rate higher than any other banking system.
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Class Activity: Biggest Challenge On a piece of paper, please answer the following questions: What is the single, biggest, social challenge facing your generation? Why is it the biggest challenge? o Food for thought : How could you use the advertising and promotions skills you’ve learned to address it and create change?
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A core theme with many variants o Social marketing o Social entrepreneurship o Socially responsible business Our broad definition: Using marketing tools and knowledge to create social benefit. Many models
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This note was uploaded on 01/10/2010 for the course MATH 215 taught by Professor Orrwel during the Fall '08 term at Alabama State University.

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Lecture 21 - 22 - Social Marketing - Song of the Day What...

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