Transcript Any questions???

By: Ehsan Khodarahmi
L4
• Framing social issues for social marketing programmes
• Stakeholders in social marketing issues
• Target market for social marketing programmes and ethical considerations
in choosing target markets
1. How do we convince people to think about issues?
2. How do we convince them to think about the issues in such a way that they
will want to solve them?
a) How do we convince them to think about issues in such a way that they
want to solve them through individual actions?
b) How do we convince them to think about issues in such a way that they
want to solve them through public policies?
Standard dissemination of information
• Telling
• Pushing messaging
Preferential dissemination of information
• Talking
• Listening and sharing
• Consumer choices
In groups of 3 discuss
how individuals can be
encourage to take
responsibility for their
own actions.
Stakeholders in social marketing issues are as follows:
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Specific population groups – i.e. activists
Government agencies
Politicians
Advocacy groups
Public policy think-tanks
Journalists
Media professionals
• Traditional communications and ‘message-based’ approaches are only
having a very limited impact on people’s actual behaviour
• Increasing evidence showing effective social marketing can improve
impact and effectiveness of interventions
Customer based social marketing
approach
understanding
the customer
generating
‘insight’
what ‘moves & motivates’
directly informing intervention options
(intervention mix & marketing mix)
Source: FCIPR
• Relevant to the quality of life of local people
• Area and outcome focused
• Constructive and forward-looking
• Joint and participative
“Successful behaviour change is built on a thorough and well grounded
understanding of current behaviour and the people engaged in it. The aim of
this understanding is to identify that grail of social marketing: the mutually
beneficial exchange”.
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Participation
Education and experience
Fun whilst learning
Challenging misconceptions
Feeding back into the programme
Thank you for your attention, see you in the
seminar.
Enjoy your break.