Theories Of Social Marketing Theory

Social Marketing Theory
Social marketing theory is a collection of theories that focus on how socially valuable information can be promoted. This theory has been used by social and welfare organizations to help promote or discourage various behaviors.The theory is administrative in nature in such that it seeks to outline a framework that can be used to design, implement and evaluate information campaigns. The target audience is identified based on their information need. Once this is done information is packaged and distributed in a manner that will be easily accessible to the intended audience.
The theory is an attempt to clearly understand how societal and psychological factors work in order to successfully manipulate them in order to increase

Creating Audience Awareness: When there is a need to promote any new idea, person or behavior, the first step is to create awareness that such a new concept or individual exists. Awareness is created by using all available channels at one’s disposal like news media and even new media like the internet. One of the easiest ways to create awareness is having a saturation television campaign. The drawback here is that it is a costly affair. The benefit of using newer media on the other hand is that a wider range of audience can be reached out to. The use of internet helps reach a younger audience base that may not read newspapers or depend on television for information.
2. Targeting the Right Audience: When disseminating messages, it is important to first identify the audience that requires the message and then finding the most efficient means of reaching them with the message. This helps cut costs and ensures higher levels of audience penetration. For example, if the message is intended for old people, using the internet to spread information would be a waste of time as most elderly people do not use computers. A more effective way would be to use radio and television to get the message

Cultivate Images or Impressions: When the audience is not interested in the person, product or service being promoted, they will not seek out any information about them. In such a scenario, imageadvertising is used. Here recognizable and easily understandable images are shown and the new product or service is shown in relation to that image. This helps create a favorablesetting for promoting the new product. For example, watching an old couple reminisce about their college days and romance while sipping a hot cup of coffee is a tactic where a familiar event is used to attach happy emotions to a new coffee product, thus developing its