Uploaded byIwan B.Arta CFP, CMT, CIFE, BBA, MScM, MEng
Social and Political Marketing
The document discusses social and political marketing, highlighting social marketing's influence in promoting healthy behaviors and public health campaigns. It contrasts social and commercial marketing, outlining principles such as the 7 P's (product, price, place, promotion, partnership, policy, and politics) and exploring the psychological resistance to behavior change. It also examines modern political campaigning strategies, the impact of advertising, and the effectiveness of both negative and positive ads in shaping voter perceptions and outcomes.
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Social and Political Marketing
- 1. Social and Political Marketing Iwan Budhiarta
- 2. Social Marketing First introducedin 1970 Defined as the use of marketing principles and techniques to influence the acceptance of a social idea for the benefit of individuals, groups, or society. Rooted in both commercial and social reform campaigns
- 3. Health Campaigns and Social Marketing Public Health Campaigns Strategic campaigns designed: to promote healthy behaviors to discourage unhealthy behaviors Social Marketing Campaigns Campaigns for social improvement Public Information Campaigns Dissemination of information
- 4.
- 5. Social Marketing Principles Concepts and principles of strategic communication campaigns (Ad/PR) Strategic campaigns designed to: spread knowledge change attitudes alter behaviors spreading messages of social change
- 6. Social Marketing Principles (contd.) Value-laden activities Engineering social change Decisions about what is good and bad Conflicts of interests E.g., anti-smoking from Phillip Morris Tension between: Social good and individual freedoms
- 7. Social vs. commercial marketing campaigns Commercial Social Marketing Marketing Amount of change Large proportion of Small shifts in expected population market share Time frame of Delayed / Probable Instant gratification expected benefits Lots of scope for Presentation Cannot be hyped window dressing Available budget Miniscule Massive Formative and Evaluation Primarily summative summative
- 8. The 7 P’sof social marketing Product: Tangible, physical products (e.g. condoms) services (e.g. medical exams), practices (e.g. drunk driving), or intangible ideas (e.g. global poverty) Price: Monetary, opportunity cost, contribution Place: Retailer, doctor’s office, mass media Promotion: Integrated use of advertising, PR, promotion, media advocacy, personal selling Partnership: Work with other groups to max effects Policy: Work with policy to capitalize on laws Politics: Work with politicians to change policy
- 9. Communication objectives Perception: Createawareness, interest, excitement Retention: Recall and recognition of message Cognition: Comprehend benefits in message Attitude: Positive disposition, attribute evaluation, argument acceptance, reevaluation of current attitude Behavior: Stimulate inquiries, discussion, behavior
- 10. Successful social marketing campaigns Successis subjective and case-specific Goals should be SMART: Specific Measurable Attainable Realistic Time-limited Types of evaluation: Knowledge gain Attitude change Behavioral indicators
- 11. Advantages of Social MarketingCampaigns Legitimate source Government, non-profits No obvious self-interest Social desirability of change
- 12. Problems with Social MarketingCampaigns Faulty assumptions Change is not simply a function of spreading information; social norms, engrained behaviors Lack of adequate resources Psychological resistance Discounting the message and/or source Immunity perceptions Inability to change habitual behaviors
- 13. Election Campaigns Candidate elections President and Congress, State Executives and Legislatures, Local Mayoral and Council Seats Decline of political parties - Independents Issue referenda Public decisions about issues Increased lobbying of politicians through media Costs have exploded
- 14. Political Advertising Key meansof communication with public Advertising spending accounts for majority of campaign budgets, especially for presidency 750,000 spots aired in ‘04 presidential race Concentrated on 1/3 of population battleground states, battleground markets
- 15. Lessons for Campaigning Issueownership and valence issues Elections are won locally Candidates don’t control dialogue Worst inaccuracies on Internet, radio, and direct mail - less gatekeeping
- 16. Five things towatch in Ad Composition Importance of non-verbal cues Sounds and music sets tones Graphics Editing Code words
- 17. Political Action Committees Ads by parties, groups, and individuals Parties outspend candidates in 2000 Broadens strategic options Good cop/Bad cop Use third parties to deliver the negative Stealth strategies Hidebehind indecipherable names Go negative while shielding self
- 18. Advertising Effects Ads haveeffects Drive news reporting 739 airings of Swift Boat Ads in three states drove coverage Ads also dictate the issue agenda Influence voters’ attitudes Shape perceptions of candidates Provide information about positions
- 19. Highly Controversial Question qualityand accuracy of info Mudslinging and misrepresentations Fear about impact on citizens Fosters cynicism and demobilization Distort opinions and alter elections Switching vote based on ad claims
- 20. Lessons from Modern Campaigning Candidates don’t dictate the news discourse Though gatekeepers sometimes let them Campaigns do control websites, broadcast ads & direct media (mailers, telephone calls, etc.) Can amplify inaccuracies and distortions Elections are won locally - ex. electoral college Swing states, specific regions, local precincts Play good cop, bad cop - makes attacks worse
- 21. Negative Advertising Not anew occurrence – since the 50s Important part of recent election bids
- 22. Negative Ads Focus oncriticisms of the opponent, fault character, accomplishments, or issue positions – “attack advertising” Often come from outside campaign Still, negative ads are a minority Most are contrast ads or positive ads
- 23. Comparative Ads Contrast thesponsoring candidate with opponent on issue positions or character
- 24. Types of PositiveAds Positive Ads – focus on good characteristics, accomplishments, or issue positions of sponsor Image Oriented – focus on character and personal traits Issue Oriented – focus on the issue/policy positions
- 25. Examples of EthnicAppeals Segmented targeting of ethnic groups Typically appeal in native language Doesn’t always work so well
- 26. Political Ad Effects TheNegativity Effect Negative Ads are more easily recalled The “Demobilizing” Effect Negative ads are mobilizing The Backlash Effect May actually strengthen resolve to vote