Knowra Social marketing Social marketing Social marketing applies research and marketing techniques to influence behaviors that benefit individuals and society, such as adopting healthy practices.
Social marketing benchmark criteria : A framework of criteria for assessing whether a program follows social marketing principles. The criteria show how audience focus, exchange, and competition shape a campaign.
Anti-smoking campaigns : Organized interventions designed to reduce tobacco use through communication, policy, or services. They apply social marketing to smoking initiation, cessation, and relapse prevention.
Philip Kotler : An American marketing scholar whose work helped establish modern marketing theory and social marketing. His 1971 article with Gerald Zaltman gave the field its foundational formulation.
Social advertising : The use of paid or public-service advertising to promote social messages or behaviors. Advertising is one possible tactic, whereas social marketing coordinates a broader intervention.
Audience segmentation : The division of a population into groups with shared characteristics relevant to communication or intervention. Segmentation lets campaigns tailor behavior-change offers to distinct groups.
HIV prevention : Interventions that reduce HIV transmission through prevention, testing, treatment, and related services. Social marketing has promoted safer practices and access to prevention services.
Gerald Zaltman : An American marketing scholar known for research on consumer thought and marketing strategy. He co-authored the article that introduced social marketing as a distinct approach.
Health promotion : The process of enabling people to increase control over and improve their health. Social marketing is one approach used within the broader practice of health promotion.
Exchange theory : An account of behavior in which people weigh perceived benefits against costs or sacrifices. Social marketing frames behavior change as an exchange of costs for valued benefits.
Contraceptive social marketing : The use of commercial marketing methods to make contraceptives more accessible and acceptable. It adapts pricing, distribution, and promotion to increase contraceptive use.
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