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The Reasons Why Society Benefits From Social Marketing Theory

Consumer behavior is one of the top concerns of most companies since they need to identify what the consumer needs. Some marketing theories have been made but nothing seems to be parallel to the concept of social marketing theory. The National Social Marketing Centre (2006) came up with the concept that social marketing is an application of social marketing theory along with other methods to primarily achieve a behavioral change for a social good. Primarily, social marketing theory aims to create positive behavior by influencing the general public. For example, it would be a good idea to reduce the number of people who have the smoking habit so that citizens could live healthier and more productive lives. By deriving concepts of social marketing theory and using commercial marketing approach, the public may be possible be convinced to quit smoking.

Actually,the very root of social marketing theory can be attributed to G.D. Wiebe since in 1950s he came up with the concept that perhaps it’s feasible to sell brotherhood and social thinking the way commercial goods like soap are sold. His journal on “Merchandising commodities and citizenship on television” asserts that non-profit campaigns that could eventually solve social problems can be patterned after commercial campaigns. Twenty years later, it turned out that his ideas were formalized later by renowned marketing guru Philip Kotler and Zaltzman in their work “Social Marketing: An Approach to Planned Social Change" published in 1971. This seminal work by Kotler and Zaltzman can be considered seminal work that espoused social marketing theory.

As a consequence, some countries applied the social marketing theory and used them in public campaigns. An exemplary example is United Kingdom’s launching of graphic commercial campaigns against drunk driving which were meant to be gruesome so the public would be shocked. Likewise, Australia spearheaded in applying social marketing theory to practice as the Victoria Cancer Council launched an anti-tobacco campaign in the late 80s according to the VicHealth history. Even developing countries like Philippines applied principles of social marketing theory in convincing the public to avoid firecrackers on New Year’s eve which cause accidents.

Truly, the application of social marketing theory has ushered a new type of campaign that governments can help them in promoting something worthwhile effectively.The info above was given by a SEO expert who also helped clients with online marketing and web hosting NZ.

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