Key Social Marketing Concepts

Table of Contents

I. The Nature and Role of Social Campaigns to Change Public Behavior 3

A. History of social change campaigns 3

B. Failure factors of social change campaigns 4

C. Several factors that dilute media impact : 5

D. Condition Associated with Social Campaign 6

E. Concepts of Social Change Campaigning 7

Five Forces Model 7

The Force 7

The Direction. 8

The Mechanism. 8

Adequacy and Compatibility. 8

Distance. 9

F. Environment Factors and External Considerations 9

A. Micro Environment 9

B. Macro Environment 12

G. The core elements in a social change campaign 16

II. Social Marketing Research 17

A. Social Marketing Research Techniques 17

B. Designing the Social Marketing Research Program 19

III. Mapping the Social Marketing Environment 20

A. Mapping Future Changes 22

B. Four Classes Of Change 22

How To Map The Environment And Read The Results. 23

C. Environmental Mapping Research 23

D. Analyzing The Mapping Data: 24

IV. Analyzing the Behavior of Target Adopter 25

A. Adoption Processes. 26

V. Analyzing The Diffusion Of Social Products. 27

A. Predicting social diffusion and change 27

Rapid-penetration diffusion model 28

Gradual Penetration Diffusion Model 29

Contagion Diffusion Model 30

B. Selecting a prediction model. 31

1. Innovation diffusion research :- 32

2. Managing social diffusion 32

REFERENCES 34

I. The Nature and Role of Social Campaigns to Change Public Behavior

Social Problems

* Illiteracy

* Drug and alcohol abuse

* Teenage pregnancy

* Spread of aids

* Poor nutrition

Often used social campaign to change attitudes and behavior.

A. History of social change campaigns

A History of Social Change Kotler and Roberto (1989) identified several examples of collective social change. They noted early examples of social change that were documented in Ancient Greece when slaves were emancipated. In addition to modern developments in machinery that abetted worker productivity, during the...