Social Marketing Concepts

Flashcards covering key concepts related to social marketing and its implications for health and behavior change.

Social Marketing

The application of marketing principles to influence behaviors that benefit society.

Behavior Change

The desired outcome of social marketing, aimed at improving public health, safety, and well-being.

Audience Segmentation

The process of dividing a target audience into distinct groups with similar characteristics.

Exchange Theory

A theory that emphasizes the voluntary transaction of valuable benefits between individuals or groups.

Four Ps of Marketing

Product, Price, Place, Promotion; essential elements used in social marketing strategies.

G.D. Wiebe

Sociologist who proposed the idea of applying marketing to social issues in the 1950s.

Formative Research

Research conducted to gather insights about the target audience to inform marketing strategies.

Community Mobilization

Efforts aimed at engaging community members to promote social behaviors such as voting or organ donation.

Social Marketing vs. Commercial Marketing

The primary difference lies in their objectives: social marketing focuses on behavior change for social good, while commercial marketing aims at profit generation.

Limitations of Social Marketing

Challenges include audience segmentation filtering out potential beneficiaries and the time required for effective campaign planning.