دانلود رایگان مقاله انگلیسی استراتژی بازاریابی اجتماعی و دخالت صنعت - امرالد 2017

Industry involvement in modern society seems ubiquitous. The involvement of economic and political elites in society evolved from the landed royals and nobles to trading companies to concentrated industries and multinational corporations (Topik & Pomeranz, 2014). While government is supposed to protect the interests of citizens and further the public welfare, it often serves the interests of the economic elite, the owners of industry, instead of the general population (Bottomore, 2006; Gilens & Page, 2014). Social marketers must develop ways to remedy social problems and effect social change in this reality.

This paper is a commentary of how Wymer’s (2011) pyramid mode can be useful in identifying industry contributions to social problems and to anticipate industry opposition to social change. The model is particularly appropriate for developing social marketing programs in which industry involvement is present. Much of the social marketing literature is aimed at influencing individual behavior change (Helmig & Thaler, 2010) as though individuals are solely responsible for their own health and well-being. However, social problems (particularly public health problems) are often the result of an interaction between the individual and the larger social and physical environment (Parish, 1995; Wallack, 1984).

Conclusion

I have discussed an array of strategy considerations for informing the direction and development of social marketing campaigns. Conducting an analysis of the causal influences of the social or public health problem helps to inform strategy development. Failing to target pathogenic agents and instead targeting individual behavior change has resulted in a history of ineffective social marketing and public health campaigns. Similarly, campaigns that were underfunded in comparison with the onslaught of corporate advertising often trivialized social marketing campaigns or rendered them ineffective.

Effectiveness of the public health campaign must be a key concern. The reason for developing and implementing the public health campaign is to achieve an outcome (Wymer 2010, 2011). The outcome is typically to reduce the severity of the public health or social problem or even to eradicate the problem’s cause altogether. The campaign, then, is a means to a desired end. Campaign effectiveness reflects how successfully the desired end is achieved.