Question

What is social marketing?

Hint:

In a nutshell: Commercial marketing sells products for monetary gain, whereas Social marketing sells ideas and behaviors for social good.

Answer 1

Step 1: Basic Definition:
Social marketing is the systematic adaptation of commercial marketing principles to influence target audience behavior for the explicit benefit of society, rather than corporate profit.

Step 2: Differentiating from Commercial Marketing:
Unlike commercial marketing which sells products for monetary gain, social marketing aims to “sell” positive behaviors or ideas (e.g., quitting smoking, using seatbelts, recycling).

Step 3: The Mechanism of Change:
Social marketing campaigns employ the classic marketing mix (the 4 Ps) to lower the barriers to adopting a beneficial behavior and highlight collective rewards.