11-15

11-15 - Social Marketing Social marketing: designing...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Social Marketing Social marketing: designing products or programs to promote a health behavior among the population Want to increase acceptability and appeal of a healthy behavior o Do this by offering an attractive package of benefits and by reducing barriers How is social marketing different from other compliance gaining strategies? o Other strategies Commercial marketing Education Law enforcement o How is social marketing different from commercial marketing In commercial marketing, primary beneficiary is organization that is trying to sell its product (success = $$) In social marketing, primary beneficiaries are members of target market themselves or society (success = well being) o How is social marketing different from health education Education is delivery of information in an attempt to get people to change behavior voluntarily Just giving facts, doesn’t manipulate attractiveness of behavior Good if behavior is inherently attractive, barriers are low,
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 3

11-15 - Social Marketing Social marketing: designing...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online