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Can social marketing change attitudes and behaviour? (Intro (Definition of…
Can social marketing change attitudes and behaviour?
Intro
Definition of Social Marketing - Social Marketing is defined by Kotler (2002) as "The use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behaviour for the benefit of individuals, groups or of society as a whole."
Introduction of the use case: Smoking Social Marketing by the government. Begin with Statistic on smoking and how it is an issue in the UK.
This essay will use the case of smoking social marketing to discuss if it has been successful in changing attitudes and behaviours.
Branding - Packaging
The packaging for smoking has changed. Plain cigarette cartons featuring large, graphic health warnings could persuade 300,000 people in the UK to quit smoking if the measure has the effect it had in Australia, scientists say.
Standardised cigarette packaging will be compulsory in the UK from 20 May. A new review from the independent health research organisation Cochrane on the impact of plain packaging around the world has found that it does affect the behaviour of smokers.
Branding is key in marketing for organisations. It allows for suctomers to have faith in your product or give them a sense of achievemnt, for example buying alouis vi=uitton purse instead of a five dolllar one when they btoh work equally well. However, cigarrettes had to comply wwith new legislation.
Audience Segmentation
For
Summary of how they identified the stakehlders using Fishbacker analysis of a mind map of all stakeholders around the service i.e. NHS, Users, GPs, local authorities then put mind map of all stakeholders.
Against
Use of Marketing Mix -
Price
Increasing Tax, increased the cost. In 10 years the price has doubled.
Promotion
Advertising was stopped at events like the snooker. and other sports events.
PLace
Conclusion
Summary of points for and against with winning perspective at the end.