Social Marketing

Definisi Marketing
American Marketing Association
Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large.
Marketing is the process of planning and
executing the conception, pricing, promotion,
and distribution of ideas, goods, and services to
create exchanges that satisfy individual and
organisational goals.

Definisi Social Marketing

The design, implementation and control of
programmes calculated to influence the acceptability
of social ideas and involving considerations of product
planning, pricing, communications and market
research (Kotler dan Zaltman, 1971).
Social marketing is the application of commercial
marketing technologies to the analysis, planning,
execution, and evaluation of programmes designed to
influence the voluntary and involuntary
behaviour of target audiences in order to improve
their personal welfare and that of their society
(Andreasen, 1995).

Domain of Social Marketing

not just the targeting of individual voluntary
behaviour change and changes to the environment
that facilitate such changes, but the targeting of
changes in social structures that will facilitate
individuals reaching their potential.
ensuring individuals access to health services,
housing, education, transport and other basic human
rights that clearly impact on health status (Gruskin,
Plafker and Smith-Estelle 2001 ).
require the targeting of individuals in
communities who have the power to make
institutional policy and legislative change (Andreasen
2006 ; Hastings, MacFadyen and Anderson 2000 ).

Goals
Social marketing seeks to impact
personal behavior by persuading
target audiences to:
Avoid risky practices (e.g., smoking)
Discontinue antisocial actions (e.g.,
littering)
Seek counseling
Take preventive measures (e.g., safety
belts)
Join, give or organize for a specific cause

Terms
Social marketing
Use of private marketing principles for
social causes; however, it is so broadly
defined that no one common definition
exists.

Cause-related marketing
Public relations by non-profits, or
corporate sponsorship of social causes.

Social Marketing vs.

Advertising
Causes
Targets complex,
psychological
processes
Tries to change
deeply held beliefs
Requires
sophisticated
research
Needs emotional
hook

Ads
Target simpler, feelgood behaviors
(e.g. purchasing)
Fit into existing
social norms
Research can be
more informal
Simple slogans

Prinsip Dasar Marketing

Can social marketing really be

based on customers needs?

A basic distinction between social

and commercial marketing is that
social marketing campaigns are
often not based on needs
experienced by consumers, but
on needs identified by experts

Target audience
Social
Audience is primary
Centered on target customer
Extensive audience research required
Start with customers perspective

Demographics
Beliefs about behavior
Social norms about behavior
Beliefs in efficacy

Alternative approaches

Health education
Persuasion
Behavioral modification
Social influence

Health education
Assumption = Individual will do the right
thing if they understand the benefits and
how to carry it out.
Goal = Bring facts to audience in
compelling manner.
Theory = Health Belief Model (Hochbaum,
1958)

Perceived
Perceived
Perceived
Perceived

susceptibility
severity of threat
benefits of action
barriers to action

Educational approach
Cons:
Focuses on changing beliefs, NOT
behavior
Ignores effects of social pressure
Facts can have a boomerang effect

Persuasion
Assumption = Action takes place only
if people are sufficiently motivated.
Goal = Discover careful arguments
and motivational hot buttons.
Theory = ?

Persuasion
Cons:
It is top-down. Focus is on getting
customer to accept persuaders point of
view.
Not customer-centered.

Behavioral modification
Assumption = People learn by
observing others and seeing them
get rewarded or punished for
behaviors.
Cons:
Costly
Hard to implement on a mass audience
scale

Social influence approach

Assumption = Influencing community
norms and social norms is the best way to
bring about change (Wallack, 1990).
Cons:
Social norms must be well understood
Limited to situations where pressures to
conform are strong
Only applies to visible behaviors
May not be as relevant to more educated
individuals

Social marketing

Consumer is bottom line

Cost-effective
Strategies begin with customer
Four Ps = Product, price, place &
promotion
Market research is extensive
Audience segmentation
Competition recognized

Customer is bottom line

Increased knowledge and awareness
are not enough
Behavior change is necessary for
success
Understanding audience needs &
wants is seen as essential ingredient
Social marketing offering (product)
must accommodate be presented
in a way - audience needs

Marketing research is key

Formative research
Audience segmentation
Understanding needs & wants
Perceived costs & benefits

Pre-testing
Test customers reactions to materials before
disseminating

Monitoring research
Track audience responses
Use feedback to tinker, revise message
strategies

Teori Perilaku dalam Social

Marketing
1.
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3.
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5.
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Health Belief Model

Protection Motivation Theory
Social Learning Theory
Theory of Reasoned Action
Theory of Trying
Theory of Interpersonal Behaviour
The Rossiter-Percy Motivational Model
Diffusion Theory