This chapter very briefly outlines the principles of social marketing for those who are new to the field. While it does not attempt to cover all social marketing theories that are available to practitioners when designing programmes, it introduces some of the traditional tools of marketing that have been adapted by social marketing to promote social good. The chapter summarises the key outcomes of the book’s chapters to direct readers to relevant guides on social marketing.
Edited by Lukas Parker and Linda Brennan
Josephine Previte, Linda Brennan and John Scott
Linda Brennan, Lukas Parker and Ella Chorazy
This chapter outlines social marketing frameworks, models, campaign approaches and tools to meet behavioural change objectives. Context (country, social, cultural, economic, political, demographic) is central to marketing strategy, as are the various dynamics in establishing target market engagement. Humans learn behaviour relative to context, so effective social marketing must go beyond individual needs and desires. Change requires understanding of why and how behaviours occur, and consideration of spaces, places, people and systems that impact behaviours. Behavioural eco-systems are introduced to understand how people perform their daily lives, assisting marketers in effectively targeting interventions. Taking a deeply humanistic approach to social marketing, interventions are grounded in context and designed for humans operating in social settings. Insight to human problems requires an intimate knowledge of both the human and the system in which the human is located.
Tej Pochun, Linda Brennan and Lukas Parker
Marketing and advertising have long strived to change the behaviour of people. Organisations spend billions on advertising every year to either encourage or discourage people to behave in certain ways. Among the arsenal of tools and tactics that are employed, social advertisers often rely on emotional appeals to achieve their objectives. This chapter provides an overview of the role of emotions in social advertising and social marketing.
Linda Brennan, Tej Pochun and Lukas Parker
Social marketers use a wide range of appeals in campaigns. Amongst the most common of these are fear, guilt and shame. Negative emotions play a strong part in initiating behaviour change in such campaigns. These emotions initiate the fight or flight response and can be compelling. This chapter contributes to an understanding of how these campaigns work and provides examples of successful campaigns. The chapter also suggests some cautions on using fear, guilt and shame in social marketing campaigns.
Linda Brennan, Lukas Parker, Dang Nguyen and Tej Pochun
This chapter explores the use of positive emotional appeals in social marketing communications campaigns. The chapter firstly outlines positive emotions and presents some case examples of where positive social marketing has been applied. The use of positive social marketing, although theoretically possible, is limited in practice. Negative emotional appeals predominate. The use of humour is more widely spread. Consequently, this chapter focuses on theories of humour and then examines how humour is used in social marketing settings.