Social Advertising in India
Increasingly social marketing is being described as having 'two parents' - a 'social parent' = social sciences and social policy, and a 'marketing parent' = commercial and public sector marketing approaches.Social MarketingSocial marketing is the planning and implementation of programs designed to bring about social change using concepts from commercial marketing. Among the important marketing concepts are: The ultimate objective of marketing is to influence action; Action is undertaken whenever target audiences believe that the benefits they receive will be greater than the costs they incur; Programs to influence action will be more effective if they are based on an understanding of the target audience's own perceptions of the proposed exchange; Target audiences are seldom uniform in their perceptions and/or likely responses to marketing efforts and so should be partitioned into segments; Marketing efforts must incorporate all of the "4 Ps," i.e.: Create an enticing Product (i.e., the package of benefits associated with the desired action); Minimize the Price the target audience believes it must pay in the exchange; Make the exchange and its opportunities available in Places that reach the audience and fit its lifestyles; Promote the exchange opportunity with creativity and through channels and tactics that maximize desired responses; Recommended behaviors always have competition which must be understood and addressed; The marketplace is constantly changing and so program effects must be regularly monitored and management must be prepared to rapidly alter strategies and tactics.Pages: 1 [2] 3 4 5
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In a blog I've seen such a note though LinkBacks
09.06.2010
But We Live Longer TodayBut We Live Longer TodayAuthor: R. L. WysongThe media, medical community, academia, drug companies, schools, parents, and friends all chime in with the same mantra about how blessed we are that medicine extends our lives. People are as confident that medicine increases life span as they would be if they had a fistful of aces. But when everyone smiles and agrees, they are usually wrong and progress weeps. The force field of "truth" surrounding this popularly held "but we live longer today" meme exempts the foundations of modern medicine from criticism regardless of their shortcomings. |
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