Social Marketing: Three Concepts and Three Principles
by Professor Jeff French
Social Marketing concepts and principles are not of themselves a process or recipe for success; rather they are the ingredients necessary for successful social programs that seek to influence behavior. It is important that they are not confused with ‘process planning models’ i.e. how to plan and deliver or do social marketing such as the STELa social marketing planning model. There are specific process planning models for this purpose. Instead, the concepts and principles of social marketing are essentially the key elements that indicate if a programme is applying a social marketing approach. It is also important to recognise that these concepts and principles are not a random or arbitrary collection; rather they are derived from an evidence and experiential base about what works and what does not in the development and delivery of public sector programmes designed to deliver measurable change in behavior.
Last Updated on Thursday, November 19, 2015 11:28 AM
The International Social Marketing Association (iSMA) webinar series provides timely, widely relevant and ‘newsworthy’ information on evidence-based social marketing advances and resources worldwide. Next up is:
April 18, 2017
Cognitive Neuroscience and Behavioral Economics - New Tools to Solve Tough Behavioral Problems
with Biju Domonic (India)
According to new behavioural sciences like Cognitive Neuroscience and Behavioral Economics, human behaviour is the result of mostly irrational and non-conscious processes. How can these new sciences be used to better solve wicked social problems?
New research techniques are needed to get a deeper understanding of human decision making. Final Mile Consulting is a pioneer in this area and its research approach has won the highest awards at recent international market research conferences (ESOMAR Dublin 2015, ESOMAR Tokyo 2016 and ESOMAR New Orleans 2016). New intervention strategies have been developed accordingly, focused on non-conscious processes. Hear how these interventions have brought about sustained behavior changes to problems like lack of integrity within an organization, road accidents, and trafficking girls.