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:
July 18/19, 2017
Socio-Psychological Levers for Improving Women's Health and Well-Being
with Joy Parkinson (Australia)
Across women’s life courses there are a number of key transition points which are important in the development of good or poor health, from commencing school to workforce entry, to pregnancy and childbirth, to name but a few. There are also influential social and psychological factors, including friends, family, community and a range of individual factors of which only some are modifiable. In this webinar, you’ll learn about recent research on these key transition points and factors and how to make use of them to improve program effectiveness.