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Journal articles on the topic 'Social marketing campaign'
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Wettstein, Dominic, and L. Suzanne Suggs. "Is it social marketing? The benchmarks meet the social marketing indicator." Journal of Social Marketing 6, no. 1 (January 4, 2016): 2–17. http://dx.doi.org/10.1108/jsocm-05-2014-0034.
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Purpose – This paper aims to describe the comparison of two tools in assessing social marketing campaigns. Design/methodology/approach – Using data collected from the campaign planners of 31 alcohol misuse prevention campaigns, two tools were compared; the Social Marketing Indicator (SMI) and Andreasen’s Benchmark Criteria. Findings – In the case of the benchmarks, 26 per cent of the campaigns fulfilled four or more criteria and no criterion was fulfilled by more than 70 per cent. The main differences between current practices and social marketing are the often-missing segmentation and an explicit exchange. The SMI found a lower degree of resemblance between current practices and social marketing. In this case, the major differences lie in the use of behavioral theory and the absence of an exchange. Research limitations/implications – The SMI allows a more precise description of an intervention. This represents an advantage, as a campaign’s resemblance to social marketing can be reported by directly pointing out the process steps that make the difference. This is important for understanding the research evidence base in social marketing. Practical implications – Although the benchmark criteria are based on a conceptual approach, the SMI is built around a core procedure. The SMI can thus help program planners from the onset of a project to make sure they do social marketing as it is defined. Originality/value – This is the first empirical test comparing a new tool against the well-established, frequently critiqued, Benchmark Criteria, in gauging “social marketing” practice in health campaigns.
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Andreasen, Alan R. "Marketing Social Marketing in the Social Change Marketplace." Journal of Public Policy & Marketing 21, no. 1 (April 2002): 3–13. http://dx.doi.org/10.1509/jppm.21.1.3.17602.
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Social marketing faces significant barriers to growth because there is no clear understanding of what the field is and what its role should be in relation to other approaches to social change. However, growth is possible through increases in social marketing's share of competition at the intervention, subject matter, product, and brand levels. The author proposes a specific social marketing branding campaign to advance the field, with roles for academics and the American Marketing Association.
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Groeger, Lars, and Francis Buttle. "Word-of-mouth marketing." European Journal of Marketing 48, no. 7/8 (July 8, 2014): 1186–208. http://dx.doi.org/10.1108/ejm-02-2012-0086.
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Purpose – The paper aims to provide a theoretically informed critique of current measurement practices for word-of-mouth marketing (WOMM) campaigns. Design/methodology/approach – An exploratory field study is conducted on a real-life WOMM campaign. Data are collected from two generations of campaign participants using a custom-built Facebook app and subjected to social network analysis (SNA). We compare our theoretically informed measure of campaign reach with industry standard practice. Findings – Standard metrics for WOMM campaigns assume campaign reach equates to the number of campaign-related conversations. These metrics fail to allow for the possibility that some participants may be exposed multiple times to campaign-related messaging. In this exploratory field study, standard metrics overestimate campaign reach by 57.5 per cent. The campaign is also significantly less efficient in terms of cost-per-conversation. SNA shows that multiple exposures are associated with transitivity and tie strength. Multiple exposures mean that the total number of campaign-related conversations cannot be regarded as equivalent to the number of individuals reached. Research limitations/implications – SNA provides a sound theoretical foundation for the critique of current WOMM measurement practices. Two social-structural network attributes – transitivity and tie strength – inform our critique. A single WOMM campaign provides the field study context. Practical implications – The findings have significant implications for the development and deployment of WOMM effectiveness and efficiency metrics and are relevant to WOMM agencies, agency clients and the Word-of-Mouth Marketing Association. Originality/value – This is the largest field study of its kind having collected data on >5,000 WOMM campaign-related conversations. Participants specified precisely whom they spoke to about the campaign and the strength of that social tie. This is the first SNA-informed critique of standard WOMM campaign measurement practices and first quantification of offline multiple exposures to a WOMM campaign. We demonstrate how standard campaign metrics are based on the false assumption that word-of-mouth flows exclusively along intransitive ties.
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Harmon, Jennifer, and Kelly L. Reddy-Best. "Fashion social marketing: Analysing reactions to Lane Bryant's #PlusIsEqual." Fashion, Style & Popular Culture 7, no. 2 (March 1, 2020): 333–50. http://dx.doi.org/10.1386/fspc_00022_1.
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Abstract In 2015, Lane Bryant, one of the first plus-size retailers, launched #PlusIsEqual, a social-marketing campaign to promote equality for fat bodies. Before this campaign, the intersections of social causes and marketing were largely absent from the fashion media landscape. The purpose of this study was to analyse the reaction to Lane Bryant's campaign by following and analysing the Twitter hashtag and campaign website for six months. Notions of the fat body as beautiful were met mostly with positive reactions, which highlights how users who engaged with the campaign, who themselves may have been overweight or plus-size individuals, could experience positive outcomes related to viewing such models and ideas in future-related campaigns.
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Murumets, K., C. Costas-Bradstreet, T. Berry, C. Craig, S. Deshpande, G. Faulkner, A. Latimer, R. Rhodes, J. Spence, and M. Tremblay. "Think again: Social marketing campaign." Journal of Science and Medicine in Sport 15 (December 2012): S205. http://dx.doi.org/10.1016/j.jsams.2012.11.500.
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Borden, D. Scott, and L. Suzanne Suggs. "Strategically Leveraging Humor in Social Marketing Campaigns." Social Marketing Quarterly 25, no. 3 (June 2, 2019): 193–208. http://dx.doi.org/10.1177/1524500419854068.
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Classic and social marketing research has described some of the benefits of using humor. However, while these studies have strongly recommended the strategy, little has been reported on why practitioners have, or could, leverage humor to reach campaign goals. Addressing this need, the use of humor in 15 social marketing campaigns was investigated. Three of these campaigns were selected, aiming to promote water-efficient behavior, and examined in greater depth to highlight findings. Campaign planners were interviewed to understand their choice in strategy, objectives of their campaigns, and results achieved. Results show humor has been leveraged to target a variety of behaviors in the areas of health, social equity, environment, and education. The examples followed many recommendations within previous research. However, newly described applications of humor in these campaigns included minimizing the competing behavior, endearing an audience to the messenger, and reducing tensions around a contentious issue. This article concludes with a discussion of how these applications can be successfully leveraged and potential associated pitfalls and ethical issues that may arise from the use of humor.
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Păvăloaia, Vasile-Daniel, Ionuț-Daniel Anastasiei, and Doina Fotache. "Social Media and E-mail Marketing Campaigns: Symmetry versus Convergence." Symmetry 12, no. 12 (November 25, 2020): 1940. http://dx.doi.org/10.3390/sym12121940.
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Companies use social business intelligence (SBI) to identify and collect strategically significant information from a wide range of publicly available data sources, such as social media (SM). This study is an SBI-driven analysis of a company operating in the insurance sector. It underlines the contribution of SBI technology to sustainable profitability of a company by using an optimized marketing campaign on Facebook, in symmetry with a traditional e-mail campaign. Starting from a campaign on SM, the study identified a client portfolio, processed data, and applied a set of statistical methods, such as the index and the statistical significance (T-test), which later enabled the authors to validate research hypotheses (RH), and led to relevant business decisions. The study outlines the preferences of the selected group of companies for the manner in which they run a marketing campaign on SM in symmetry with an e-mail-run campaign. Although the study focused on the practical field of insurance, the suggested model can be used by any company of any industry proving that BI technologies is the nexus of collecting and interpreting results that are essential, globally applicable, and lead to sustainable development of companies operating in the age of globalization. The results of the study prove that symmetrical unfolding (time and opportunity symmetry) of SM marketing campaigns, and using email, could lead to better results compared to two separate marketing campaigns. Moreover, the outcomes of both campaigns showed convergence on SBI platforms, which led to higher efficiency of management of preferences of campaign beneficiaries in the insurance sector.
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Rosidah, Rosidah. "Analysis of Social Marketing for Anti-Corruption Campaign: Case Study of Film “Kita Versus Korupsi”." Humaniora 3, no. 1 (April 30, 2012): 181. http://dx.doi.org/10.21512/humaniora.v3i1.3248.
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The paper aims to explain the application of commercial marketing theory in a social marketing campaign. This study derives from secondary sources have been conducted, including previous researches and published articles. The writer finds yhat the theory of marketing mix has been used to study the film proposition. Furthermore, another “P”, namely Partnership, and segmentation has also been added to the campaign. The marketer has applied the commercial marketing approach in the film, as one of the campaigns for anti-corruption in Indonesia, to ensure that the campaign will be effectively delivered for the target audience. This finding can serve as a guideline for best practices in social marketing campaign for other sector or mission. In addition, the paper doesn’t aim to evaluate the effectiveness of the film as a social marketing campaign. It just wants to analyze the application of commercial sector marketing that applied in the film.
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Rubenstein, Lisa, Stephanie Dukes, Carolyn Fearing, Brenda K. Foster, Kirstin Painter, Abram Rosenblatt, and Wendy Rubin. "A Case Study for Social Marketing." Social Marketing Quarterly 24, no. 3 (August 2, 2018): 132–50. http://dx.doi.org/10.1177/1524500418788298.
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It is only recently that health providers, policy makers, researchers, and the public have begun to focus on the importance of the mental health needs of children, youth, and young adults. There is a growing understanding that children’s mental health issues must be addressed early to improve behavioral health outcomes for children and decrease or prevent problems later in life for the child, his or her family, and the community as a whole. The Caring for Every Child’s Mental Health Campaign (Campaign) is a social marketing program funded by the Substance Abuse and Mental Health Services Administration (SAMHSA), a federal agency within the U.S. Department of Health and Human Services that improves the nation’s behavioral health, with a mission of reducing the impact of substance abuse and mental illness in communities across the country. The Campaign’s goals are to increase awareness of children’s mental health issues and promote the development, expansion, and sustainability of innovative approaches to delivering community mental health services for children and youth with mental disorders. The Campaign addresses these goals by providing social marketing training and technical assistance to federally funded grantees in local communities. The Campaign and the grantees are funded through SAMHSA’s Comprehensive Community Mental Health Services for Children and Their Families Program. The purpose of this article is to inform professionals in the field of social marketing about how a program at the national level provides support to local, state, tribal, and territorial grantees to facilitate grassroots systems change using a social marketing approach.
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Prashar, Sanjeev, Harvinder Singh, and Kara Shri Nishanth. "Mumbai Indians: a case on social media marketing." Emerald Emerging Markets Case Studies 3, no. 5 (November 14, 2013): 1–10. http://dx.doi.org/10.1108/eemcs-02-2013-0014.
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Subject area The courses prominent in this context are: social media marketing, integrated marketing communication, internet marketing. For the students of internet marketing, the case may be focussed on understanding the dynamics of social media marketing. Study level/applicability The case shall be administered among students pursuing their post graduate degree in management. Case overview The case reflects the importance of social media marketing and various successful campaign activities led by Mumbai Indians. It highlights how companies can connect with audience vide social media that provides instant feedback and direct connection with the target audience. The strategic frame that can be used to organize the campaign has been suggested by the authors in teaching notes, besides evolving the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel. Expected learning outcomes The case may be focused on understanding the dynamics of social media marketing. Management students would have a huge learning in terms of how social media campaigns are developed and effectiveness of social media campaigns. The case explains the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel which would be a learning for student studying online marketing. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Evans-Lacko, Sara, Claire Henderson, Graham Thornicroft, and Paul McCrone. "Economic evaluation of the anti-stigma social marketing campaign in England 2009-2011." British Journal of Psychiatry 202, s55 (April 2013): s95—s101. http://dx.doi.org/10.1192/bjp.bp.112.113746.
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BackgroundEvidence on the economic impact of social marketing antistigma campaigns in relation to people with mental illness is limited.AimsTo describe the economic impact of the Time to Change (TTC) anti-stigma social marketing campaign, including the potential effects on the wider economy.MethodData collected for the evaluation of TTC were combined with the social marketing campaign expenditure data to investigate differences in knowledge, attitudes and behaviour in relation to campaign awareness. To evaluate the return on investment, we applied a decision model that estimated the impact on employment for people with depression.ResultsBased on average national social marketing campaign costs, the economic benefits outweighed costs even if the campaign resulted in only 1% more people with depression accessing services and gaining employment if they experienced a health improvement The cost per person with improved intended behaviour was at most £4 if we assume the campaign was responsible for 50% of the change. Costs associated with improved knowledge and attitudes, however, were more variable.ConclusionsThe findings suggest that the TTC anti-stigma social marketing campaign is a potentially cost-effective and low-cost intervention for reducing the impact of stigma on people with mental health problems.
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Campbell, M. A., S. Finlay, K. Lucas, N. Neal, and R. Williams. "Kick the habit: a social marketing campaign by Aboriginal communities in NSW." Australian Journal of Primary Health 20, no. 4 (2014): 327. http://dx.doi.org/10.1071/py14037.
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Tackling smoking is an integral component of efforts to improve health outcomes in Aboriginal communities. Social marketing is an effective strategy for promoting healthy attitudes and influencing behaviours; however, there is little evidence for its success in reducing smoking rates in Aboriginal communities. This paper outlines the development, implementation and evaluation of Kick the Habit Phase 2, an innovative tobacco control social marketing campaign in Aboriginal communities in New South Wales (NSW). The Aboriginal Health & Medical Research Council worked with three Aboriginal communities and a creative agency to develop locally tailored, culturally relevant social marketing campaigns. Each community determined the target audience and main messages, and identified appropriate local champions and marketing tools. Mixed methods were used to evaluate the campaign, including surveys and interviews with community members and Aboriginal Community Controlled Health Service staff. Community survey participants demonstrated high recall of smoking cessation messages, particularly for messages and images specific to the Kick the Habit campaign. Staff participating in interviews reported an increased level of interest from community members in smoking cessation programs, as well as increased confidence and skills in developing further social marketing campaigns. Aboriginal community-driven social marketing campaigns in tobacco control can build capacity, are culturally relevant and lead to high rates of recall in Aboriginal communities.
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Syaharani, Dita Indah. "THE EFFECTIVENESS OF DOVE CAMPAIGN FOR REAL BEAUTY IN AFFECTING CUSTOMERS’ PURCHASE DECISION TOWARD DOVE PRODUCTS." Advanced International Journal of Business, Entrepreneurship and SMEs 3, no. 9 (September 9, 2021): 244–64. http://dx.doi.org/10.35631/aijbes.39017.
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The emergence of social marketing campaign strategy has encouraged businesses to adopt it as their marketing strategy. However, although nowadays companies are continuously creating unique social marketing campaigns, many of them end up backfiring. Therefore, companies should create campaigns that are able to draw customers to participate and create purchase decisions. Dove brings a campaign that promotes women’s self-esteem through brand building and serves dual goals to make women feel more beautiful and sell more products, called Dove Campaign for Real Beauty. This study aims to analyze how the campaign affects customers’ purchase decisions toward the products. From the study, the factors in the campaign that affect customers’ purchase decisions toward the products will be identified. Finally, this study aims to develop marketing recommendations for the campaign to affect customers’ purchase decisions toward the products. This study uses semi-structured interviews and online survey methods to collect data and uses open coding and PLS-SEM to analyze the relationship between the variables. The results indicate that positive word-of-mouth significantly affects consumer-campaign (CC) identification, perceived cause-related marketing (CRM) motive significantly affects emotional attachment, and affective reaction, brand trust, and brand community significantly affect customers’ purchase decision through attitude toward the campaign, attitude toward the brand, and purchase intention. This study is expected to enhance marketer understandings of how the company could improve purchase decisions through social marketing campaign strategy.
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Clapp, John D., James E. Lange, Cristel Russell, Audrey Shillington, and Robert B. Voas. "A failed norms social marketing campaign." Journal of Studies on Alcohol 64, no. 3 (May 2003): 409–14. http://dx.doi.org/10.15288/jsa.2003.64.409.
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Faulkner, Guy, Cora McCloy, Ronald C. Plotnikoff, and Mark S. Tremblay. "Relaunching a National Social Marketing Campaign." Health Promotion Practice 12, no. 4 (October 27, 2009): 569–76. http://dx.doi.org/10.1177/1524839909349180.
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Bolam, Bruce, Erin Lalor, and Richard Lindley. "Social Marketing and the FAST Campaign." International Journal of Stroke 6, no. 4 (July 11, 2011): 370. http://dx.doi.org/10.1111/j.1747-4949.2011.00630.x.
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Kemper, Joya, and Ann-Marie Kennedy. "Evaluating Social Marketing Messages in New Zealand’s Like Minds Campaign and Its Effect on Stigma." Social Marketing Quarterly 27, no. 2 (April 28, 2021): 82–98. http://dx.doi.org/10.1177/15245004211005828.
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Background: A key objective of government and social marketers is to remove the institutionalized stigma of mental illness, increasing mental health service uptake. While research has evaluated past campaigns based on changes in attitudes and beliefs, very little research has examined the communication messages used in social marketing campaigns. Focus of the Article: This impact evaluation research identifies the institutionalized cultural-moral norms incorporated into New Zealand’s Like Minds mental health advertisements and examines how attitudes and beliefs changed over time in response to these norms. Importance to the Social Marketing Field: This research offers a new approach to social marketing evaluation and demonstrates the importance of consistent incorporation of cultural-moral institutional norms in social marketing campaigns. Method: Using macro-social marketing theory, thematic analysis is used to identify the cultural-moral institutional norms in the Like Minds campaign advertisements over a 10-year period (2002–2012). Results: The Like Minds campaign was found to have multiple cultural-moral institutional norms, such as Mental illness as a villain, Personal responsibility, and Inherent human dignity, as well as utilizing two different institutionalization processes of Socialization and Identity Formation. However, these norms were inconsistently and sometimes contradictorily presented and as a result, not all changes in mental health stigma beliefs and attitudes show long term change. Rates for service uptake also had mixed results during the campaign duration, though overall an increase in uptake was found. Recommendations for Research and Practice: The research highlights the importance of understanding the underlying institutionalized cultural-moral norms presented in communications and aligning those with the overall objectives of a social marketing campaign. Limitations: Like Minds campaign phases 2 to 5 are analyzed, phase 1 was inaccessible for analysis and advertisements after 2012 are not analyzed.
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Madill, Judith, Libbie Wallace, Karine Goneau-Lessard, Robb Stuart MacDonald, and Celine Dion. "Best practices in social marketing among Aboriginal people." Journal of Social Marketing 4, no. 2 (July 1, 2014): 155–75. http://dx.doi.org/10.1108/jsocm-08-2013-0056.
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Purpose – The purpose of this paper is to identify, summarize and assess literature focused on developing social marketing programs for Aboriginal people. Design/methodology/approach – The authors conducted a literature search and review of research papers concerning social marketing and Aboriginal populations over the period 2003-2013. Findings – The research reveals very little published research (N = 16). The literature points to a wide range of findings including the importance of segmenting/targeting and avoiding pan-Aboriginal campaigns; cultural importance of family and community; the importance of multi-channels; universal value of mainstream and Aboriginal media outlets, use of print media, value of elders and story-telling for message dissemination; increasingly important role of Internet-based technology; need for campaign development to reflect Aboriginal culture; and importance of formative research to inform campaign development. Social implications – Considerable research is warranted to better develop more effective social marketing campaigns targeted to Aboriginal audiences to improve health outcomes for such groups across the globe. Originality/value – This paper provides a baseline foundation upon which future social marketing research can be built. It also acts as a call to action for future research and theory in this important field.
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Swanson, Maurice, Maria Szybiak, and Belinda Morley. "LiveLighter Campaign: Development of the social marketing campaign and results." Obesity Research & Clinical Practice 7 (December 2013): e7. http://dx.doi.org/10.1016/j.orcp.2013.12.512.
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Khairiza, Fajrina, and Bevaola Kusumasari. "Analyzing Political Marketing in Indonesia: A Palm Oil Digital Campaign Case Study." Forest and Society 4, no. 2 (July 30, 2020): 294. http://dx.doi.org/10.24259/fs.v4i2.9576.
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Social media in political marketing is an emerging area of research. This study explains how social networks are constructed in a digital campaign, identifying key actors, and messages involved in modern political marketing. A hotly contested palm oil campaign in Indonesia serves as a case study to analyze and visualize the messaging content found in digital campaigns. Social Network Analysis (SNA) was used to map the social network sites in Twitter and to track social interaction patterns in the #SawitBaik campaign. The results confirmed that state institutions, non-governmental institutions, news media, and individuals were key actors in the digital campaign. The actors’ roles varied from providing information and supporting palm oil activities to criticizing palm oil activities and promoting campaign events. Most tweets were critical of the government, serving as brand advocacy. The #SawitBaik campaign is also an example of political marketing used by a government in order to influence its citizens. In this case, the goal was to shape and win public support by legitimizing palm oil activities in Indonesia.
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Andrade, E. L., W. D. Evans, N. D. Barrett, S. D. Cleary, M. C. Edberg, R. D. Alvayero, E. C. Kierstead, and A. Beltran. "Development of the place-based Adelante social marketing campaign for prevention of substance use, sexual risk and violence among Latino immigrant youth." Health Education Research 33, no. 2 (January 9, 2018): 125–44. http://dx.doi.org/10.1093/her/cyx076.
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Abstract Immigrant Latino youth represent a high-risk subgroup that should be targeted with health promotion efforts. However, there are considerable barriers to engagement in health-related programming. Little is known about the engagement possibilities of social marketing campaigns and digital strategies for traditionally ‘hard-to-reach’ immigrants, underscoring the importance of testing these techniques with immigrant Latino adolescents. We developed and piloted a place-based social marketing campaign in coordination with the branded, Positive Youth Development-based (PYD) Adelante intervention targeting risk factors for co-occurring youth substance abuse, sexual risk and violence. Building on prior research, we conducted a four-phase formative research process, and planned the Adelante social marketing campaign based on findings from one group interview and ongoing consultation with Adelante staff (n=8) and four focus groups with youth (n=35). Participants identified four overarching campaign themes, and suggested portrayal of resilient, proud youth who achieved goals despite adversity. Youth guided selection of campaign features and engagement strategies, including message/visual content, stylistic elements, and a mixed language approach. We developed a 12-month campaign to be delivered via print ads, multi-platform social media promotion, contests, youth-generated videos, blog posts, and text messaging. We describe the process and outcome of campaign development and make recommendations for future campaigns.
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Wang, Xiaofeng, Wei Zhuo, Qianyi Zhan, and Yuan Liu. "Viral Marketing for Public Health Campaigns in Social Networks." Journal of Medical Imaging and Health Informatics 11, no. 2 (February 1, 2021): 313–20. http://dx.doi.org/10.1166/jmihi.2021.3272.
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Viral marketing for public health campaigns aims at identifying a group of seed users to maximize the message of public health information in a target social network. Different from traditional viral marketing problems, public health campaigns try to expand social influence in the target network, meanwhile it also focus on their target audience, who are difficult to discover. Meanwhile, besides the target network, users nowadays can also participate many other social networks. Discovering target audience and viral marketing in these networks, referred to as the source networks, can be relatively easier, and the shared users can act as intermediate nodes transmitting information from these networks to the target one. In this paper, we propose to carry viral marketing for public health campaign in the target network in a roundabout way, by selecting seed users from the target and other external networks and influence users through intra- and inter-network information diffusion. To achieve such an objective, a new inter-network information diffusion model IPADH is introduced in this paper. Based on IPADH, cross-network viral marketing framework IMDP is proposed to solve the problem. Extensive experiments are conducted on anti-smoking campaign datasets, and results demonstrate that IMDP can outperform traditional intra-network viral marketing methods with significant advantages.
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Evans, W. Douglas, Jeffrey Wasserman, Elena Bertolotti, and Steven Martino. "Branding Behavior: The Strategy behind the TruthSM Campaign." Social Marketing Quarterly 8, no. 3 (September 2002): 17–29. http://dx.doi.org/10.1080/15245000214134.
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The American Legacy Foundation's truthSM campaign uses a branding strategy to change adolescent and young adults' attitudes and behavior and to encourage them to adopt a nonsmoking lifestyle. This strategy and its execution represent an evolution from previous antismoking social marketing efforts. It offers lessons not only for future antismoking campaigns, but also for social marketing aimed at preventing or controlling many other youth risk behaviors. The persuasive mechanisms by which truth's branding strategy works need to be understood within the context of existing social psychological theories of attitude and belief formation, as well as behavior change. Brand equity is a central measure of the truth campaign's strategy. We describe a new brand equity scale based on previous work in advertising research and present data from a campaign tracking survey. We conclude that the campaign has high brand equity among its target audience, 12- to 17-year-olds, and has changed important attitudes and beliefs related to smoking. Future research will investigate the relationships among brand equity, relevant intervening variables, and smoking behavior.
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Parker, K., S. Colby, K. Shelnutt, M. Olfert, and O. Brown-Esters. "Preferred Strategies in a Social Marketing Campaign." Journal of Nutrition Education and Behavior 44, no. 4 (July 2012): S80. http://dx.doi.org/10.1016/j.jneb.2012.03.189.
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Faruque, Safique Ahmed, Mossa Anisa Khatun, and Md Saidur Rahman. "Modelling direct marketing campaign on social networks." International Journal of Business Information Systems 22, no. 4 (2016): 422. http://dx.doi.org/10.1504/ijbis.2016.077836.
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Sundstrom, Beth, Andrea L. DeMaria, Merissa Ferrara, Stephanie Meier, Kerri Vyge, Deborah Billings, Dee DiBona, and Bridget M. McLernon Sykes. "You Have Options: Implementing and evaluating a contraceptive choice social marketing campaign." Medicine Access @ Point of Care 5 (January 2021): 239920262110034. http://dx.doi.org/10.1177/23992026211003499.
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Background: Up to two-thirds of pregnancies among young, unmarried women in the United States are unintended, despite increased access to highly effective contraceptive options. Aim: This study implemented and evaluated a social marketing campaign designed to increase access to a full range of contraceptive methods among women aged 18–24 years on a southeastern university campus. Methods: Researchers partnered with Choose Well and Student Health Services to design, implement, and evaluate You Have Options, a 10-week multi-media social marketing campaign. The campaign aimed to raise awareness, increase knowledge, and improve access to contraceptive options, including long-acting reversible contraception (LARC) methods among college women. A pretest-posttest web-based survey design measured campaign awareness and recognition, as well as attitudes, subjective norms, and behavior. Results: Participants demonstrated a significant increase in knowledge about intrauterine devices (IUDs) between pretest ( M = 2.66, SD = 1.30) and posttest ( M = 3.06; SD = 1.96); t(671) = −2.60, p < .01). Analysis revealed that frequent exposure to the campaign prompted participants to engage in discussions about LARC with friends ( p < .05). In addition, 20- to 24-year-olds who reported seeing the campaign messages were more likely to seek out information ( p < .01) and adopt a LARC method ( p = .001) than 18- or 19-year-olds who saw the campaign messages. Conclusion: Findings from the study offer practical recommendations for implementing social marketing campaigns aimed at increasing access to LARC and reducing unintended pregnancy.
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Gallivan, Joanne, Mimi Lising, Neyal J. Ammary, and Rachel Greenberg. "The National Diabetes Education Program's “Control Your Diabetes. For Life.” Campaign: Design, Implementation, and Lessons Learned." Social Marketing Quarterly 13, no. 4 (December 2007): 65–82. http://dx.doi.org/10.1080/15245000701678453.
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The National Diabetes Education Program (NDEP) is a federally sponsored national partnership including government, nonprofit, professional, and private sector organizations. The NDEP uses social marketing principles and processes to develop and implement awareness campaigns and educational activities to improve the treatment and health status of people with diabetes. Co-sponsored by the National Institutes of Health (NIH) and the Centers for Disease Control and Prevention (CDC), NDEP launched its “Control Your Diabetes. For Life.” awareness campaign in 1998. The campaign was designed to educate the millions of Americans with diabetes and their social supporters about the seriousness of diabetes, ways to control the disease, and the benefits of good glucose control. The NDEP conducted extensive audience research and applied behavior change theories and the social marketing framework to design, implement, and evaluate the campaign. From 1998 to 2003, the campaign achieved at least 700 million media impressions with its culturally appropriate television and radio public service announcements, print ads, and newspaper and magazine stories. In addition, over half of people with diabetes indicated awareness of the campaign and NDEP has tracked positive trends in practice of blood glucose testing and awareness of the A1C (also known as the hemoglobin A1C), the best measure of blood glucose control, since the campaign's launch.
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Henley, Nadine, Sandrine Raffin, and Barbara Caemmerer. "The application of marketing principles to a social marketing campaign." Marketing Intelligence & Planning 29, no. 7 (October 25, 2011): 697–706. http://dx.doi.org/10.1108/02634501111178712.
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Hayden, Daniel, and Fangzhou Deng. "The Science of Goal Setting." Social Marketing Quarterly 19, no. 1 (December 27, 2012): 13–25. http://dx.doi.org/10.1177/1524500412472496.
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Goal setting within social marketing campaigns is art and science. An analysis of Rare Pride conservation campaigns shows the quantitative, replicable relationship among the impact of these conservation campaigns with diffusion of innovation theory, and collective behavior theory that can guide marketers to set better goals. Rare is an environmental conservation organization that focuses on reducing community-based threats to biodiversity through a social marketing campaign called Pride. Pride campaigns work by removing barriers to change (whether they are technical, social, and political or something else) and inspiring people to make change happen. Based on the analysis of historical Pride campaign survey data, we found that the starting percentage of engagement has a great influence on the percentage change at the end of the campaign: The higher the initial adoption level of knowledge, attitude, and behavior change, the easier these measures are to improve. The result also suggests a difference in the potential of change with different audience segments: It is easiest to change influencer, then general public, and finally resource user who are the target of the social marketing campaign. In this article, we will analyze how to use diffusion of innovation and collective behavior theories to explain the impact of campaigns, as well as how to set more attainable goals. This article is consistent with similar research in the field of public health, which should help marketers set goals more tightly, allocate resources more effectively, and better manage donor expectations.
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Lefebvre, R. Craig. "Partnerships for Social Marketing Programs: An Example from the National Bone Health Campaign." Social Marketing Quarterly 12, no. 1 (March 2006): 41–54. http://dx.doi.org/10.1080/15245000500488468.
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Partnership development for national social marketing campaigns is a much copied, but poorly researched, area of practice. As part of the development of Phase II of the Centers for Disease Control's National Bone Health Campaign, several needs-assessment and market analysis activities were conducted to develop partnership strategies that were responsive to the needs of both potential campaign priority audiences and those of possible partner organizations. We discuss how the findings present strategic options for partnership recruitment and some of the key marketing issues that need to be considered in crafting an effective partnership model at the local, state and national level.
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Kammer, Adrian, Sebastian Niessen, Lukas Schmid, and Norina Schwendener. "Finding One’s Way on the Roads to Social Change." Social Marketing Quarterly 22, no. 2 (March 23, 2016): 89–106. http://dx.doi.org/10.1177/1524500416641385.
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Many theories and models attempt to explain the mechanisms underlying human behavior. In order to maintain an overview of the many aspects involved in communication campaigns, social marketing, and behavior change, the Swiss Federal Office for Public Health has created a metamodel of the impact of its campaigns. This metamodel does not claim to contribute any new findings to behavioral research. Its purpose is primarily to summarize the current state of research in the field in a comprehensive and comprehensible way, with reference to a range of relevant communications, social marketing, and behavior change theories. Dimensions addressed include strategy, processes, and impact, with the final dimension demonstrating the possible ranges of impact from individual to societal and from information to behavior. Social marketers and campaign planners may find this model useful as a planning and evaluation tool for campaigns, programs, or interventions that seek to increase awareness or change behavior. Its focus lies on communication campaigns, while also indicating the limits of campaign efficacy. It makes it clear that campaigns are most effective at the early stages of the behavioral change process, such as capturing attention, while other interventions are more effective at later stages.
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Bacon, Tracy. "Framing the Family Meal: A Comparison of Social Marketing Campaigns and Parents’ Views." Journal of Family Issues 39, no. 1 (July 15, 2015): 78–103. http://dx.doi.org/10.1177/0192513x15596196.
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Research suggests family meals are associated with positive outcomes for children, leading scholars to recommend their public promotion. Several organizations have created campaigns promoting family meals, but little research has been done on their efficacy. This article compares framing strategies of family meal campaigns with parents’ understandings of feeding work, based on content analysis of 10 campaign websites and interviews with 46 American parents. The analysis suggests that while the motivational and diagnostic frames campaigns use are likely to resonate with parents, their prognostic framing does not align with parents’ experiences. Campaign frames are least likely to resonate with single parents, who face more barriers to having the kinds of meals they want and have fewer ideas for overcoming them. To be more effective, organizations promoting family meals should focus on innovative but relatable strategies for improving family meal frequency and quality, with a particular emphasis on single parents.
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Silva, Edson Coutinho da, and José Afonso Mazzon. "Is Social Marketing Experiencing an Identity Crisis?" International Journal of Marketing Studies 8, no. 3 (May 25, 2016): 22. http://dx.doi.org/10.5539/ijms.v8n3p22.
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<p>This article aims to discuss the crisis of identity and ethical issues addressed to social marketing and understand its current proposal. This is a critical paper built from researches of several publishing material such journals and books on social marketing in order to know why social marketing principles are misrepresented. It was possible to find numerous concepts addressed to social marketing, like cause related marketing, societal marketing, social responsibility, green marketing and institutional advertising. Three criticisms are emerging in social marketing: lack of focus on strategies; clear goals of organisation of the campaign producers; and the unethical pattern of the professionals. Social marketing is an alternative for improving services in social campaigns aiming at getting better results. The main purpose of social marketing is the behaviour change any other purposes do not concern social marketing. These misunderstandings about social marketing are increasingly producing misrepresentations regarding its principles.</p>
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Forbus, Robert, and Jason L. Snyder. "Use of Comforting to Enhance Social Marketing Success." Social Marketing Quarterly 19, no. 2 (April 10, 2013): 97–109. http://dx.doi.org/10.1177/1524500413483455.
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Successful behavioral change is the Holy Grail for social marketers. Meta-analysis demonstrates that effect sizes of behavioral change in social marketing campaigns is typically low. The present case study uses 4 years of survey data from an Alabama weight loss and behavioral change campaign to develop an explanation for why some people are more successful in lifestyle change efforts than others. Comforting, a communicative form of prosocial behavior, produced the greatest magnitude of change when tested as an independent variable on dependent variables, including pounds lost, amount of dairy products and water consumed, and physical activities undertaken. The case study concludes by discussing implications for social marketing academics and practitioners.
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Silvia, Sarah. "The Importance of Social Media and Digital Marketing to Attract Millennials’ Behavior as a Consumer." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 4, no. 2 (2019): 7–10. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.42.3001.
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The use of social media and digital marketing is nowadays becoming a strategic tool in terms of building brand awareness and running a marketing campaign. Shifting from the era of conventional or mass media, by using social media and digital marketing, the marketers can track brand’s competitors and have more measurable campaign results. The usage of having these online activities is also to know about people’s opinion about the product, building brand reputation, and most importantly very targeted for the millennials. The study is descriptive in nature. The study used The Hook Canvas Model in Marketing by Nir Eyal. The study objective is to investigate why social media and digital marketing is significant to do branding and marketing activities lately, and what are the proper steps for doing so. The description is based on the explanation of social media and digital marketing usage, especially for Millenials era, explaining the steps of doing digital and online campaign, while also describing The Hook Canvas Model by Nir Eyal for the latest social media and digital marketing phenomenon. The data used in the study include interview, observation, and library research. The data were analyzed in three stages, such as reduction, presentation, and conclusion drawing. The results of the study show that social media and digital marketing campaign are not only useful to create brand awareness and engage the customers but also crucial in terms of measurement. By doing these kinds of marketing efforts (digitally), the effectiveness of each campaign can be measured, the behavior of the customers or even the potential ones could be tracked beforehand, and the reach of the message could be spread wider rather than making only traditional marketing efforts. social media in digital marketing
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Handa, Meenakshi, and Shruti Gupta. "Digital cause-related marketing campaigns." Journal of Indian Business Research 12, no. 1 (February 10, 2020): 63–78. http://dx.doi.org/10.1108/jibr-09-2019-0285.
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Purpose With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions. Design/methodology/approach Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling. Findings The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign. Practical implications In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand. Originality/value The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.
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Susanto, Tri, Leonard Dharmawan, La Dono, and Irvan Roberto. "Kampanye Sosial Istana Belajar Anak Banten dalam Pembangunan Pendidikan di Era Digital." Jurnal Komunikasi Pembangunan 17, no. 2 (July 1, 2019): 205–15. http://dx.doi.org/10.46937/17201926851.
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Social campaigns are carried out to increase public awareness and behavior of various issues faced by a country. The development of the digital era now demands that campaigns be enjoyed and seen through online media. One of the social campaign activities was the Banten Children's Learning Palace (ISBANBAN), which involved young Bantenese in contributing to education in the area by using new media. This study aims to find out and describe the ISBANBAN social campaign communication strategy with the social marketing communication approach. This research is a qualitative research with a case study strategy that takes campaign activities through new media. The main data obtained through in-depth interviews and observations. The research findings provide an overview of the social marketing communication strategy carried out by ISBANBAN that connects offline interactions, namely teaching activities in remote Banten with online interaction, namely social media as the main channel in social marketing that aims to build brand awareness for donations, through new media information that gives more broad so it is expected to reach further adopter target targets. Target adopters of multiplayer donations that not only contribute funds but also energy and thought in an effort to advance education in remote Banten.
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Struthers, Amy, and Ming Wang. "Buzz Agents in a Teen-Driven Social Marketing Campaign." Social Marketing Quarterly 22, no. 3 (March 9, 2016): 218–35. http://dx.doi.org/10.1177/1524500416637052.
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A research team in Nebraska developed a public health campaign for teens focused on obesity prevention, based on social marketing and buzz marketing principles, to test a series of hypotheses postulating that positive attitude toward the campaign among the most engaged members of the target audience, the buzz agents, will lead to positive attitudinal as well as positive self-reported behavioral changes involving fruit and vegetable consumption and physical activity. The team implemented the Whatcha doin? social marketing campaign in a select number of public high schools in Nebraska from 2007 to 2013. Results from 6 years of annual survey data of buzz agents in these schools showed positive associations between attitude toward the campaign and changes in health attitudes and behavior.
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Djian, Auriane, Romain Guignard, Karine Gallopel-Morvan, Olivier Smadja, Jennifer Davies, Aurélie Blanc, Anna Mercier, Matthew Walmsley, and Viêt Nguyen-Thanh. "From “Stoptober” To “Moi(S) Sans Tabac”: how to import a social marketing campaign." Journal of Social Marketing 9, no. 4 (October 14, 2019): 345–56. http://dx.doi.org/10.1108/jsocm-07-2018-0068.
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Purpose In 2016, Santé publique France launched for the first time “Moi (s) Sans Tabac,” a positive social marketing campaign inspired by Public Health England’s “Stoptober” campaign, the aim being to trigger mass quit attempts among smokers. Both programs include a mass-media campaign, national and local cessation help interventions, and the diffusion of various tools to help smokers quit. The purpose of this paper is to analyze the two programs’, specific national contexts and to describe resulting similarities and differences regarding campaign development. Design/methodology/approach A contextual analysis was performed to determine differences between the two countries regarding smoking prevalence, health services and culture. Findings Smoking prevalence is about twice as high in France as in the UK, leading to a lower degree of de-normalization of smoking. Moreover, cessation support services are much more structured in the UK than in France: all health professionals are involved and services are located near smokers’ residences. Practical implications Campaign progress and cessation tools provided during both campaigns are quite similar. However, Santé publique France needed to adjust the British model by favouring a regional smoking prevention network and by building an innovative partnership strategy to reach the target. Originality/value The results could be useful for other countries that wish to develop a smoking cessation campaign based on the same positive messaging at local and national levels.
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Huynh, Tai, Hien D. Nguyen, Ivan Zelinka, Kha V. Nguyen, Vuong T. Pham, and Suong N. Hoang. "ADVO: A System to Manage Influencer Marketing Campaigns on Social Networks." Applied Sciences 11, no. 14 (July 15, 2021): 6497. http://dx.doi.org/10.3390/app11146497.
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In the fourth technology revolution, influencer marketing is an essential kind of digital marketing. This marketing uses identified influencers to viral the information of products to target customers. It is useful to support brands exposed to more valuable online consumers. The influencer marketing campaign needs a management system to manage on a social network. This system helps to increase the efficiency of a campaign. This paper proposes a management system for the influencer marketing campaign, called the ADVO system. This system provides a tool for collecting data on a social network and detecting potential brand influencers for the marketing campaign. The meaningful measures for users include amplification factors for evaluating the information propagation, the passion point to measure a user’s favorite when it comes to a brand, and the content creation score for determining the ability of post-content creating. The ADVO system helps the brand to make the decision through real-time visual reports of the campaign. It is a foundation to create commercial activities and construct an advocate community of the related brand.
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Kraak, Vivica I., and Katherine Consavage Stanley. "A Systematic Scoping Review of Media Campaigns to Develop a Typology to Evaluate Their Collective Impact on Promoting Healthy Hydration Behaviors and Reducing Sugary Beverage Health Risks." International Journal of Environmental Research and Public Health 18, no. 3 (January 25, 2021): 1040. http://dx.doi.org/10.3390/ijerph18031040.
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Interventions to discourage sugary beverages and encourage water consumption have produced modest and unsustainable behavioral changes to reduce obesity and noncommunicable disease risks. This systematic scoping review examined media campaigns to develop a typology to support healthy hydration nonalcoholic beverage behaviors. Our three-step methodology included the following: (1) review and summarize expert-recommended healthy beverage guidelines; (2) review six English-language electronic databases guided by PRISMA to describe existing campaign types by issue, goal and underlying theory; and (3) develop a media campaign typology to support policies, systems and environments to encourage healthy hydration behaviors. Results showed no international consensus for healthy beverage guidelines, though we describe expert-recommended healthy beverage guidelines for the United States. Of 909 records identified, we included 24 articles describing distinct media campaigns and nine sources that defined models, schemes or taxonomies. The final media campaign typology included: (1) corporate advertising, marketing or entertainment; (2) corporate social responsibility, public relations/cause marketing; (3) social marketing; (4) public information, awareness, education/ health promotion; (5) media advocacy/countermarketing; and (6) political or public policy. This proof-of-concept media campaign typology can be used to evaluate their collective impact and support for a social change movement to reduce sugary beverage health risks and to encourage healthy hydration behaviors.
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J. A. Sorensen, P. Jenkins, B. Bayes, S. Clark, and J. J. May. "Cost-Effectiveness of a ROPS Social Marketing Campaign." Journal of Agricultural Safety and Health 16, no. 1 (2010): 31–40. http://dx.doi.org/10.13031/2013.29247.
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Fraze, Jami L., Maria Rivera-Trudeau, and Laura McElroy. "Applying Behavioral Theories to a Social Marketing Campaign." Social Marketing Quarterly 13, no. 1 (March 2007): 2–14. http://dx.doi.org/10.1080/15245000601146544.
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In 2003, the Centers for Disease Control and Prevention began developing a social marketing campaign, Prevention IS Care, to encourage physicians to routinely screen HIV-infected patients for HIV transmission behaviors and to deliver HIV prevention messages. The planning team selected behavioral theories on the basis of formative research conducted during 2004–2005 and integrated these theories into the social marketing framework. The team decided to use the diffusion of innovation model and social cognitive theory. They selected as their target audience primary care and infectious disease physicians in private practice who deliver care to 50 or more persons living with HIV (PLWH). The social marketing framework, the diffusion of innovation model, and the social cognitive theory facilitated the development of this audience-centered campaign and provided elements that may encourage physicians to adopt the innovation: routine screening of HIV-infected patients for HIV transmission behaviors and delivery of HIV prevention messages during office visits.
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Bynum, Peter. "Marketing Social Service Programs Using Political Campaign Technology." Computers in Human Services 8, no. 1 (April 5, 1991): 67–72. http://dx.doi.org/10.1300/j407v08n01_06.
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Zhu, Yuqing, Jing Tang, and Xueyan Tang. "Pricing influential nodes in online social networks." Proceedings of the VLDB Endowment 13, no. 10 (June 2020): 1614–27. http://dx.doi.org/10.14778/3401960.3401961.
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Influential nodes with rich connections in online social networks (OSNs) are of great values to initiate marketing campaigns. However, the potential influence spread that can be generated by these influential nodes is hidden behind the structures of OSNs, which are often held by OSN providers and unavailable to advertisers for privacy concerns. A social advertising model known as influencer marketing is to have OSN providers offer and price candidate nodes for advertisers to purchase for seeding marketing campaigns. In this setting, a reasonable price profile for the candidate nodes should effectively reflect the expected influence gain they can bring in a marketing campaign. In this paper, we study the problem of pricing the influential nodes based on their expected influence spread to help advertisers select the initiators of marketing campaigns without the knowledge of OSN structures. We design a function characterizing the divergence between the price and the expected influence of the initiator sets. We formulate the problem to minimize the divergence and derive an optimal price profile. An advanced algorithm is developed to estimate the price profile with accuracy guarantees. Experiments with real OSN datasets show that our pricing algorithm can significantly outperform other baselines.
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Sagala, Riski Bayuni, and Yatri Indah Kusumastuti. "Efektivitas Strategi Komunikasi Pemasaran Sosial Kampanye Sustainable Seafood, WWF-Indonesia." Jurnal Sains Komunikasi dan Pengembangan Masyarakat [JSKPM] 1, no. 1 (July 4, 2017): 55. http://dx.doi.org/10.29244/jskpm.1.1.55-64.
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Social marketing communication strategy is a tool used by the company to achieve its goal. The effectiveness of social marketing communication strategy can be seen from the change in the attitude of the campaign target refers to the cognitive, affective, and conative. The purpose of this study was to analyze the social marketing communication strategy undertaken by WWF in running campaigns, analyze the effectiveness of social marketing communications conducted by WWF in running his campaign, and analyze correlation between strategy of social marketing and effectiveness of social marketing communications conducted by WWF in running his campaign. The method used in this research was supported by survey method with quantitative and qualitative data. In this research, social marketing communication strategy under study is a social marketing communication strategy Campaign Sustainable Seafood, WWF-Indonesia. The results showed the dominance of media used by the respondent to get a message is a media meeting and the relationship between social marketing communication strategy and media exposure frequency of the effectiveness of social marketing communication strategy on aspect of cognitive, affective, and conative.Keywords: attitude change, strategy, media exposure----------------------------------ABSTRAKStrategi komunikasi pemasaran sosial adalah alat yang digunakan oleh perusahaan untuk mencapai tujuannya. Efektivitas strategi komunikasi pemasaran sosial dapat dilihat dari perubahan sikap target kampanye pada kognitif, afektif, dan konatif. Tujuan dari penelitian ini adalah untuk menganalisis strategi komunikasi pemasaran sosial yang dilakukan oleh WWF dalam menjalankan kampanye, menganalisis efektivitas komunikasi pemasaran sosial yang dilakukan oleh WWF dalam menjalankan kampanyenya, dan menganalisis hubungan antara strategi pemasaran sosial dan efektivitas komunikasi pemasaran sosial yang dilakukan oleh WWF dalam menjalankan kampanyenya. Metode yang digunakan dalam penelitian ini didukung oleh metode survei dengan data kuantitatif dan kualitatif. Dalam penelitian ini, strategi komunikasi pemasaran sosial yang diteliti adalah strategi komunikasi Kampanye Sustainable Seafood, WWF-Indonesia. Hasil penelitian menunjukkan dominasi media yang digunakan oleh responden untuk mendapatkan pesan adalah pertemuan media dan hubungan antara strategi komunikasi pemasaran sosial dan frekuensi keterdedahan media dari efektivitas strategi komunikasi pemasaran sosial pada aspek kognitif, afektif, dan konatif.Kata kunci: perubahan sikap, strategi, keterdedahan media
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Rotfeld, Herbert Jack. "Misplaced marketing The social harm of public service advertising." Journal of Consumer Marketing 19, no. 6 (November 1, 2002): 465–67. http://dx.doi.org/10.1108/07363760210444841.
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The power of advertising is presumed and people behind most public service advertising campaigns see advertising itself as the solution. An advertising campaign that aims to serve a social goal faces many pragmatic obstacles. Advertising professionals contribute to this problem. Just because advertising sometimes can help generate consumer interest in specific brand names does not also mean that every advertised effort will get people to make significant changes in their behavior. The Advertising Council, “dedicated to using the great resources of the advertising industry” to serve the public interest is the largest producer of public service mass communications, campaigns in the USA. Free public service work from anyone is admirable and the Advertising Council’s dedication to public service is a wonderful credit to business groups supporting it. In other countries that lack the traditions of the US Advertising Council, the advertising‐based campaigns draw on government tax funds or limited resources of a public group.
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Meyer, Gary, and James W. Dearing. "Respecifying the Social Marketing Model for Unique Populations." Social Marketing Quarterly 3, no. 1 (January 1996): 44–52. http://dx.doi.org/10.1177/152450049600300105.
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Social marketing strategies are deployed in social change campaigns around the world. Yet the usefulness of social marketing strategies to affect behavior change among unique population members is not well known. Social marketing is efficient and cost-effective when a campaign targets a sufficiently large audience so as to achieve economies of scale. Unique population groups, however, typically consist of few members. How can efficiency be achieved with small target audiences? To solve this conundrum we suggest that certain social marketing strategies (environmental mapping, formative evaluation, interpersonal communication channels, and the nonmonetary costs of adoption) should be emphasized, and others (program management and target audience segmentation) deemphasized, in program design. We use examples drawn from a recent study of HIV prevention programs in San Francisco to illustrate this point.
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Dooley, Jennifer Allyson, Sandra C. Jones, and Kendra Desmarais. "Strategic Social Marketing in Canada: Ten Phases to Planning and Implementing Cancer Prevention and Cancer Screening Campaigns." Social Marketing Quarterly 15, no. 3 (August 28, 2009): 33–48. http://dx.doi.org/10.1080/15245000903144999.
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Social marketing has gained prominence among researchers and practitioners working in social issues. Campaigns labelled as social marketing are implemented worldwide by governments, nonprofit organizations, and private industry. However, there is evidence that the concepts and processes associated with these campaigns are misunderstood and not consistently applied. This article describes social marketing benchmark criteria and follows with an overview of a strategic process for social marketing, specifically: planning, research, campaign development, implementation, monitoring, and evaluation. The main focus is the social marketing development process undertaken by the Alberta Health Services to plan and implement cancer prevention and cancer screening campaigns. Unique to this process is an internationally recognized panel of social marketing experts to review and provide consultation. Improvements in planning and implementing campaigns are outlined, including stakeholder engagement, use of audience-centred strategies, and endorsement of campaigns by management. The primary outcome of bringing together a clear and organized social marketing tool for cancer prevention and cancer screening in Alberta is the development, implementation, and evaluation of campaigns that follow a systematic best-practice process. The learnings from this process will have important implications provincially in Alberta, nationally in Canada, and worldwide for the advancement of the social marketing discipline.
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Azizi, Pipin Nur, and Sanaji Sanaji. "EFEKTIVITAS KAMPANYE SOCIAL MARKETING YUK NABUNG SAHAM DAN THEORY OF REASONED ACTION UNTUK MEMPREDIKSI NIAT BERINVESTASI SAHAM." Jurnal Manajemen dan Pemasaran Jasa 11, no. 2 (September 30, 2018): 233. http://dx.doi.org/10.25105/jmpj.v11i2.3058.
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<p><em>Indonesian Stock Exchange has launched a social marketing campaign program in 2015 to increase the number of new investors amid the low level of capital market utilization by society. This study aims to analyze and discuss the influence of social marketing campaigns to stock invest intention with attitude and the subjective norm in the TRA model as mediation variables. The type of this research is conclusive with a quantitative approach. The population is the student of Economics Faculty, State University of Surabaya. The questionnaire is distributed to 110 respondents and data was analyzed using a </em><em>Structural Equation Model (SEM)</em><em>. The result shows that social marketing campaign has a significant positive effect on attitude and subjective norm, while attitude and subjective norm has a significant positive effect to stock investment intention, but social marketing campaign has no significant effect on investment intention. There is still inconsistency between this research result and previous research, the next research should analyze others variables that might affect stock invest intention.</em></p>