SM - 1. Introductory Unit for Social Marketing AK/ADMS4280

Social Marketing
Introduction to Social Marketing
Chapter 1 Kotler&Roberto Social Marketing
Return to Course Syllabus

What is Social Marketing and Why Study it?
Skim the web-page material and look over the textbook. We will talk about what Social Marketing is, what it isn't, and how you want to spend your semester exploring the issue. We also will form groups; if you're not here today, you will need to form a group next week with others who come late.

Traditional versus Social Marketing
in ads for three different product classes

Cigarettes

Traditional Ad	Social Marketing Ad	Not Social Marketing
Camel Cigarettes	The Lung Association	Panasonic Batteries

Weird ad, but still just selling cigarettes	Copy says: "Having A little trouble quitting smoking?" The organization is using marketing techniques to promote a socially good issue (quitting smoking)	Uses the environmental issue to sell their product The organization is just using a social issue (protecting the environment) to promote its own product: NOT social marketing)

Drinking Alcohol

Traditional Ad	Social Marketing Ad
Heineken	March of Dimes

It's just selling beer	Encouraging you not to drink (or smoke) during pregnancy

Candy

Traditional Ad	Social Marketing Ad
Mars' Snickers bar	Canadian Diabetes Association

Copy says "7:48 pm What's an 8 letter word for hunger satisfaction? Snickers, of course."	Telling you that age is a major factor in diabetes, asking you to get tested.