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A Research Based Marketing Campaign For The

View sample advertising research paper on social marketing campaigns. Browse advertising research paper topics for more inspiration. If you need a thorough research paper written according to all the academic standards, you can always turn to our experienced writers for help. This is how your paper can get an A! Feel free to contact our writing service for professional assistance.

We offer high-quality assignments for reasonable rates. Social marketing is a perspective that is frequently used by people within the communication discipline to guide them on how to influence behavior. Social marketing can be traced to the writings of the sociologist G.

Case Studies

Weibe was trying to make the point that marketing professionals over the years had developed very successful techniques for how to market to large-scale audiences in order to sell soap, cars, and other tangible goods. Weibe wondered why similar techniques could not be used to sell people an idea or a cause. In the s and s, other scholars began to follow his lead and began to develop the principles of what became known as social marketing. To better help you understand what social marketing is, this research paper will be divided into two parts.

What Is Social Marketing?

The first part will provide an overview of the basic concepts and principles, and the second part of the paper will offer two case studies of actual social marketing campaigns that will illustrate the concepts. It is not its own academic discipline; it is not a A Research Based Marketing Campaign For The and it is not a formal theory or model.

Perhaps it is best described as a tool or framework for behavior change. In an attempt to distinguish social marketing from other types of initiatives, the noted social marketing expert Alan Andreasen offered six defining criteria:. As stated in the first of the six criteria, social marketing ultimately is about behavior change. That may sound like a simple idea, but it can be quite complicated. In many instances, people do not want to change their behavior because they see no reason to do anything that is different, and their current pattern feels comfortable.

The other reason is that it is difficult for social marketers to agree on the exact behavior they want people to change. Too often, campaign planners become sidetracked when they fail to make careful choices about their precise focus, and in the A Research Based Marketing Campaign For The, they confuse themselves and their target audiences.

For example, suppose that you wanted to create an initiative in https://amazonia.fiocruz.br/scdp/blog/work-experience-programme/the-veiled-lodger-by-sir-arthur-conan.php your ultimate goal is to significantly reduce the rate of unplanned pregnancies among high school girls. To achieve your goal, the key behavior that you might ask the young women to engage in is to always insist that their boyfriends use a condom whenever they have sexual intercourse. Or the behavior that you might ask them to adopt is to make an appointment with their family physician to get a prescription for the oral contraceptive pill. Or yet a third behavior you might choose would be to have them abstain from sexual intercourse altogether.

All three behaviors are directly tied to the goal, but each is a unique behavior in which an individual can engage without necessarily performing the others.

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When a behavior or set of behaviors becomes too complicated, there is a high risk that an audience will ignore the initiative completely and retreat to past behaviors that are comfortable, familiar, and simple to process. A second important feature of social marketing is that those who design and implement an initiative must thoroughly understand the members of the target audience whose behavior they are attempting to change. All this might sound obvious on the surface, but there are many examples of failed campaigns where designers were well intentioned but chose a strategy A Research Based Marketing Campaign For The was expert driven rather than audience driven. Those who take an expertdriven approach assume that the message they wish to convey will be received and acted on by target audiences simply because the experts believe that it is in the best interest of the audience to listen, attend, and behave accordingly.

The social marketing perspective emphasizes that without using audience research to gain a deeper understanding of the lives of audience members and how people view a particular issue, there is little chance of persuading people to change their behavior.

Good social marketers typically begin with what is known as formative research, which allows them to gain insight into the mindsets and actions of potential audience members.]