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Description
Social marketing is the use of commercial marketing techniques to help in acquisition of a behavior that is beneficial for health of a target population (Weinreich, 1999). In other words, it is a program planning process that promotes the voluntary behavior of target audiences by offering the benefits they want, reducing the barriers they are concerned about and using persuasion to motivate their participation in program activity (Kotler, & Roberto, 1989).
The difference between social marketing and commercial marketing lies in the fact that social marketing promotes products, ideas or services for a voluntary behavior change among target members whereas in commercial marketing, a product or a service is traded for economic gains and the marketeer is not concerned about any healthy behavior change in the target audience. The 'marketing philosophy' states that people tend to adopt new behavior or ideas if they feel that something of value is exchanged between them and the social marketeer (Solomon, 1989). In the field of health, some important applications of social marketing have been for family planning, recruiting blood donors, infant mortality reduction by oral rehydration, and smoking prevention in adolescents (Andreasen, & Kotler, 2003).
Social Marketing has been used... |
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