Book contents
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
12 - Using media in social marketing
Published online by Cambridge University Press: 05 June 2012
Book contents
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
Summary
The availability and types of media channels today have expanded substantially since the first edition of this book in 2003. However, in keeping (at least somewhat) with that old saying that the more things change, the more they stay the same, recent global award winning advertising campaigns have been characterised by an emphasis on what people are now calling ‘traditional’ media channels: commercial television; commercial radio; print; and ambient media (Dawson 2009; Lannon 2008). For example, the Dove campaign we noted in Chapter 9 used viral ads and the Internet, but its major impact was via television advertising and the numerous well placed billboards – that were picked up by and publicised even further in mainstream news media.
Information
- Type
- Chapter
- Information
- Principles and Practice of Social MarketingAn International Perspective, pp. 320 - 363Publisher: Cambridge University PressPrint publication year: 2010
References
2009 Obama’s Wired Campaign: Lessons for Public Health CommunicationJournal of Health Communication 14 415CrossRefGoogle ScholarPubMed
2004 Media Effects: Advances in Theory and Research New YorkRoutledge
2009 Advertising Works 17: Proving the Payback on Marketing InvestmentOxfordshireWorld Advertising Research Centre
1993 Using Paid Advertising to Modify Racial Stereotype BeliefsPublic Opinion Quarterly 57 205CrossRefGoogle Scholar
2005 Communicating HIV and AIDS, What Works? A Report on the Impact Evaluation of Soul City’s Fourth SeriesJournal of Health Communication 10 465CrossRefGoogle ScholarPubMed
2004 The Psychology of Entertainment MediaHillsdale, NJLawrence Erlbaum
2005 Achieving Social Change on Gender-based Violence: A Report on the Impact Evaluation of Soul City’s Fourth SeriesSocial Science & Medicine 61 2434CrossRefGoogle ScholarPubMed
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