tailieunhanh - A Synopsis of Social Marketing by Lynn MacFadyen, Martine Stead and Gerard Hastings (1999)

Sometimes added to the “Four P’s of Marketing,” policy refers to the consideration of the laws or regulations that influence the behavior you want to change. This can include those laws or penalties you can use or enact to further encourage the behavior (such as imprisonment for drunk driving), as well as understanding or changing those policies or laws that may act as barriers to the behavior (such as inconvenient clinic locations). Price One of the “Four P’s of Marketing,” price refers to the costs (financial, emotional, psychological, or time) or barriers (see Barriers) the audience members face in making the desired behavior change. Price leads you to. | A Synopsis of Social Marketing by Lynn MacFadyen Martine Stead and Gerard Hastings 1999 Introduction The term social marketing was first coined by Kotler and Zaltman in 1971 to refer to the application of marketing to the solution of social and health problems. Marketing has been remarkably successful in encouraging people to buy products such as Coca Cola and Nike trainers so the argument runs it can also encourage people to adopt behaviours that will enhance their own - and their fellow citizens - lives. Many social and health problems have behavioural causes the spread of AIDS traffic accidents and unwanted pregnancies are all the result of everyday voluntary human activity. The most dramatic example of this is tobacco use which kills one in two smokers Peto 1994 - an estimated 6 million people in the UK alone since the health consequences were first established in the early 1950 s. Social marketing provides a mechanism for tackling such problems by encouraging people to adopt healthier lifestyles. However health problems have a social as well as an individual dimension. This phenomenon is most clearly demonstrated by the epidemiological data which shows that poverty is one of the most consistent and basic predictors of ill-health in the UK Smith 1997 Jarvis 1994 Marsh MacKay 1994 Europe Whitehead Diderichsen 1997 the USA McCord Freeman 1990 Pappas et al 1993 and the southern hemisphere WHO 1995 . The lack of opportunity choice and empowerment it generates prevents people from adopting healthy lifestyles. Social marketing also has a great deal to offer here by influencing the behaviour not just of the individual citizen but also of policy makers and influential interest groups. Social marketers might target the media organisations and policy and law makers. Social marketing like generic marketing is not a theory in itself. Rather it is a framework or structure that draws from many other bodies of knowledge such as psychology sociology anthropology and .