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A clear example that differentiates societal from social marketing is a marketing campaign on non-smoking. A smoking cessation advertisement is an example of social marketing, but if the marketing strategies and techniques used in that campaign focus on increasing the well-being of society, that same campaign can be an example of societal ...
For example, a 3-month marketing campaign to encourage people to get an H1N1 vaccine is more tactical in nature and should not be considered social marketing. A campaign that promotes and reminds people to get regular check-ups and all of their vaccinations when they're supposed to encourage a long-term behavior change that benefits society.
Too much obsession with material goods in the long run may cause damage to the society as a whole. Corporate profit should not eclipse the collective benefit of the society. Thus, socially responsible marketing draws attention to the "social costs" [1] that are embedded in the marketing, selling and consumption of private commodities.
A successful example of this was the campaign against the Transatlantic Trade and Investment Partnership (TTIP) organized by European civil society organizations which halted negotiations by tapping into public fears concerning food safety and corporate power. [3] Effective campaigning results in a multitude of different outcomes.
Corporate social responsibility (CSR) or corporate social impact is a form of international private business self-regulation [1] which aims to contribute to societal goals of a philanthropic, activist, or charitable nature by engaging in, with, or supporting professional service volunteering through pro bono programs, community development ...
The social norms approach, or social norms marketing, [1] is an environmental strategy gaining ground in health campaigns. [2] While conducting research in the mid-1980s, two researchers, H.W. Perkins and A.D. Berkowitz, [3] reported that students at a small U.S. college held exaggerated beliefs about the normal frequency and consumption habits of other students with regard to alcohol.
Macromarketing is an interdisciplinary field that studies marketing as a provisioning technology of society. It focuses on marketing-society interactions including such topics as marketing systems, aggregate consumer behavior, market regulation, social responsibility, justice and ethics in markets, and sustainable marketing.
For example, Facebook enabled users to change their profile picture to a transparent overlay of the French flag to indicate support to the victims. Twitter was also utilized. However, rather than creating a transparent overlay on a Twitter's user profile, a hashtag was created to emphasize support.