Transcript NMIMS-8-Social Marketing. Need For Peoples` Participation In

NMIMS-8-Social Marketing.
Need For Peoples’ Participation
In Social Marketing.
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Need For Peoples’ Participation In Social
Marketing.
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When effectively implemented, Mass Communication, Selective
Communication, and Personal Communication move Potential
Target Adopters to a State of Positive Motivation.
The Social Marketing Task at this point is to get Target Adopters to
Act on their Intention, which is referred to as “Triggering The
Action”.
There are Two Basic Ways of achieving this result:
To exert Pressure on Target Adopters to Act Now, not later. This
Triggering Strategy employs well known Consumer-Promotion
Incentives, such as Free Samples, Give Away Premiums, Contests,
and Special Sales.
The Other Strategy Solicits Involvement and Participation of Target
Adopters, which leads to Trial Adoption, which in turn can lead to
Committed Adoption.
Pressure For Immediate Action: What Factors keep Motivated
Prospective Target Adopters from immediately carrying out their
intention?
Research on Consumers’ Attitudes and Behaviors has identified the
following:
1) Lack of Opportunity to carry out the Intention.
2) The Limited capacity to Implement the Intention.
3) Time Constraints.
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Need For Peoples’ Participation In Social
Marketing (Cont’d).
• One Technique for overcoming obstacles is Product Sampling.
• If the Product has a Tangible Product Base, it can be
Distributed to Motivated Target Adopters in ways that Minimize
Cost and Inconvenience.
• If the Social Product is an Idea, the Sampling Technique is
more Challenging, but not Impossible.
• Example: Canada’s National Program to reduce Tobacco Use
among Teenagers. In its Mass Communication Phase, this
Program Positioned Non-Smoking to a Target Audience of 1217 tears old as “The Coolest Thing To Do”.
• To get Teenagers to “Sample” Advertised Experience,
Teenagers were shown a Ten Minute Video Documentary
Entitled “The Making Of Break Free”.
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Capacity To Implement The Intention.
• The Prospective Target Adopter’s Intention may be hampered
by Financial or Emotional Constraints.
• For Example, although a Person may be convinced to give up
Drinking, the Cost of Getting “Dried Out” in a Hospital is
beyond his or her means or Person is afraid to enter a Group
Session, such as Alcoholics Anonymous.
• Financial Barriers can be lessened somewhat by providing
Substantial Allowances or Discounts to Prospective Target
Adopters.
• To overcome Emotional Constraints, Personal Promoters or
Role Models may be effective.
• Time Constraints: People have many things to do in a given
day and thus may have little time to be induced to change
Behavior.
• Social Marketers can Time their Promotions of a Social Product
to take place on or near Social or Cultural Occasions such as
Holidays, Days Off from Work, Religious Celebrations,
Anniversaries etc.
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Major Techniques For Triggering
Adoptions.
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Social Marketers use Several Techniques to
“Trigger” the Adoption of Social Products and
Services:
Product Sampling.
Couponing.
Premium Offering: An item called “Premium” can
be offered Free or at a Nominal Charge as a Bonus
to induce the Purchase of a Product or Service.
The Free Premium can be presented before or at
the time the Prospect Adopts the Product or
Service.
Contest And Sweepstakes.
Continuity Programs.
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Special Events.
Participatory Adoption.
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Many Social Services are delivered on a Non Participatory Basis.
Korten criticized Non- Participatory Services, because they have a
limited Reach, do not Sustain Beneficial Action, fail to Adapt to
Local Circumstances, and create Dependence.
He Favored Participatory or “People Oriented” Development.
Paul defined the Community Participation as “An Active Process by
which Beneficiary or Client Groups Influence the Direction and
Execution of a Development Project with a view to Enhancing their
well being in terms of Income, Personal Growth, Self Reliance or
other Values they Cherish”
The Objectives are:
“ To Empower People” so that they are able to Initiate Actions on
their own and thus influence the Processes and outcomes of
Development” and
To Forge an Individual’s Initiative and Capacity to Sustain an
Adoption even after a Social Marketing Campaign is Completed.
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How are these Objectives Achieved? Koleman Identified
three Processes?
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Compliance Adoption Process.
Identification Adoption Process.
The Internalization Adoption Process.
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Achieving Target Adopter’s Participation.
• How does the Social Marketer Implement the “Triggering”
Concepts?
• Paul noted Four Ways to Promote a Prospective Target
Adopter’s Participation in the Adoption of a Social Product:
1) Information Sharing: This is the Lowest Level of Participation.
The Social Marketer Shares Information with Prospective Target
Adopters to Facilitate their taking action on their Intention to
Adopt.
• The Target Adopter’s Need to understand, if Adequately
Satisfied by relevant Information, moves him or her to take
action.
• In Social Programs that are burdened by Mis-Perceptions and
Controversy, such as Aids-Prevention Campaigns, Information
Sharing is Critical.
2) Consultation: At this Level of Participation, Prospective Target
Adopters are given the Opportunity to Share their Questions,
Concerns, and Reactions with Social Marketers and the
Campaign Staff.
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Achieving Target Adopter’s Participation
(Cont’d).
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Decision Making: At the next Level, the
Prospective Target Adopters are given an
Opportunity to play a Role in Determining the
Design and Implementation of a Social Product or
Social Change Campaign.
The Sharing of Planning and Control of the
Program becomes Co-Equal between Prospective
Target Adopters and the Marketing Campaign
(Refer to the Figure in the next Slide).
Initiating Action: When Control of a Social Product
or an entire Social Campaign is passed on to
Prospective Target Adopters, and they take
Initiative and Make Decisions, then they have
reached the Highest Level of Participation.
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Triggering Target Adopter’s Actions.
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Target Adopter’s Participation.
• Example Of Target Adopter’s Participation:
• A Government Sponsored System Of Co-operatives In The
Santa Valley Of Northern Coast Of Peru:
• In 1970, a devastating Earthquake destroyed much of the
Countryside. This Tragedy provided Impetus, aided by Foreign
Loans and Donor Grants, for Radical Experiments in building a
Net Work of Co-Operative Farms.
• Young Agronomists, who advocated the Participation of
Farmers and Peasants in Re Building of the Valley became
involved in the Social Campaign.
• The Technical Advisor to Santa Valley Campaign had been an
Administrator of a Sheep-Farming Firm, and his outlook has
been that of Land Lords.
• However, after the Land Reform, the Advisor began working for
a Farming Co-Operative and he became Converted to the CoOperative Point of View.
• As he stated “My point of view changed 180 degrees to seeing
everything from the point of view of the Peasant.
• We live in Peasant Communities and spend each day working
with Peasants. Through this work, we obtain the Information
needed to understand what Commands Interest among People,
and what they Need Most.
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Participation Of Peasants In Farming CoOperatives.
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A massive study of Co-Operative Programs whose aim was to Gain
the Participation of Peasants and Farmers highlighted the Barriers
to organizing Faming Co-Operatives.
Sponsored by the United Nations Research Institute For Social
Development, the Study covered 37 Rural Co-Operatives in
Developing Countries.
Its Major Conclusions were as follows:
The Participation of Peasants cannot be imposed rom above. For
Example, Government Sponsored C0-Operatives in Latin America
attempted to coerce Peasants to Participate.
This Coercion was both direct and indirect, depriving Peasants of
Economic Benefits if they refused to Participate.
Even Church Sponsored Programs obtained Participation by
Coercion and Stigmatizing Non Participant as People who are
Heretics or Subversives.
Governments that resorted to Coercion acknowledged it . They
Justified Coercion the use of Power of the State to Organize New
Groups that would be capable of Transforming the Traditional Order.
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Participation Of Peasant In Farming CoCo-Operatives (Cont’d).
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Because Peasants rarely Participate, Leaders of Local CoOperatives, who are Recruited , become instruments of
Coercion.
Subsequently, Power to make Decisions was grabbed by
Government Officials, rather than retained by Co-Operatives’
Leaders.
The Participation of Peasants in the Co-Operative Movement,
contributed little to Building the Peasants’ self Reliance.
Most Co-Operatives failed to advance Economic and Social
Equality
When they failed to meet the Peasants’ Aspirations, they
raised the Levels of Frustration and Sowed Discontent.
When Peasants Participated Effectively, the Co-Operative
Organizations were Small and Pragmatic, rather than Militant
or Ideological.
Co-Operatives with only an Economic Development Focus
had the Greatest Impact.
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Implications For The Participation Of
Target Adopters.
• There are limitations to inducing Prospective Target Adopters
to Participate in Social Campaigns, particularly those whose
Goals are Massive Personal and Social Changes.
• Many of these Limitations stem from short comings in
Implementing the Campaigns.
• The Practical Problem for Change Agents is to identify the
conditions under which Participation will work.
• One such condition may be strong Grievances and Discontent
by a Target Adopter population, which considers the Status
Quo to be Unacceptable.
• Tough, Diligent Work by Change Agents is another.
• Social Marketing Campaigns often find it necessary to induce a
Shift from an “Immediate Gratification” Perspective to one that
Countenances “Deferred Gratification” and the Desired Goals
will require a Great Deal of time to implement.
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Implications For The Participation Of
Target Adopters (Cont’d).
• The Success of getting Prospective Target Adopters
is particularly Appropriate when active dialogue and
negotiation between Target Adopters and Social
Change Agents is required to move the Campaign
Forward.
• The very nature of Target Adopters’ Participation in
Social Marketing calls for the Exchange of
Information, Sharing Control and Mutual Trust.
• Where this condition Exists, Social Marketers can
effectively use Participation-Driven Promotion
Programs.
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