Social Marketing CS1 Essay Example | Topics and Well Written Essays - 500 words

Social Marketing CS1 - Essay Example There are four main principles of social marketing. The first principle is product. In the social marketing plan products can be sub-divided into tangible and intangible products. Tangible products comprise of vaccines, condoms, and oral contraceptives among others. Contrarily, non-tangible products include addictions, behavior, and attitudes. The second principle is place. The products need a platform where they can be located or distributed to reach the consumers. Place is the environmental and societal context in which health behaviors and decisions are carried out. The place is supposed to be visible to the consumer, such as, public places, shopping malls, and media. Third, price refers to the consumers’ investment. The price may be in non-monetary form such as time. The product needs to be sold at lower cost. Lastly, promotion determines the quantity of the products that will be sold. Promotion entails creating visibility of the product. Promotion can be done through prin t media (newspapers, coupons) and electronic media (Internet, e-mail, TV, and radio) (Patane, 2011). Social marketing provides a model which systematizes organizational responses to address public health challenges. Social marketers are now using commercial techniques , for instance, tailoring messages, analyzing the target audiences, establishing the objectives of the targeted behavior, and using strategies like branding to promote the adoption as well as maintenance of health behaviors. To promote healthy behavior, the social marketer can use mass media with the target audience in minds such as a HIV prevention campaign for high risk, sexually active African-American adolescents. This helps to reduce HIV incidences in the target group (Daniel, Bernhardt, & Eroğlu, 2009). The segmentation strategy purposely addresses social norms in addition to the desires of the cultural