Social Marketing

The strategy of a health communicator is to communicate information which will others to remember, understand, and accept behaviorally changes leading to healthier behaviors (Slater, 1996). Three challenges to a health communicator in defining a target audience for a campaign are as follows:

A successful company knows how to efficiently publicise its operation as well as its products to customers. Promotion consists of branding, advertising, PR, corporate identity, social media outreach, sales management, special offers and exhibitions. Promotion must attract customers ' attention, be interesting, include a coherent and appropriate message and show customers a reason why they should select its product rather than anyone else in the market.

The public health advocacy plays an important role in creating conditions and environments which promote health and prevent both diseases and injuries. In achieving this role, there are multiple communications and advocacy strategies that the public health work with to address ongoing health issues depending on what they want to accomplish, their target audiences and who they want to be involved. Advocacy communications focus on influencing specific audiences and messages to promote policy change. It requires a clear vision and objectives, a well thought out program and knowing the audience with monitoring and evaluation indicators. To better understand what the communication and advocacy strategies are, this paper will compare and contrast the difference between using the media advocacy campaign and mass media in promoting public health policies. In addition, the

The main aim of a promotion is to persuade, inform and make people more aware of a company’s brand, as well as improving the overall sales figures. Advertising is the most widely used form of promotion, and can be through the media of TV, radio, journals, cinema or outdoors (billboards, posters). The specific sections of society being targeted will affect the types of media chosen, as will the cost. If you were a toy manufacturer, you might want an advertising spot during children 's TV. If you ran a local restaurant, you might choose a local paper or radio. A small or local business would not usually advertise on TV, because it is very expensive. Sales promotion is designed to encourage new and repeat sales. Loyalty cards, free gifts, competitions and voucher schemes are the most popular. Companies use sponsorship and public relations to improve their image, notably through financing sports, the arts and public information services.

if all the conditions for an exchange are in place, then the exchange will be completed

Interestingly, a key focus in Cheng, Kotler and Lee’s ‘Social Marketing for Public Health’ book remains not only relevant but significant in current social marketing interventions. The authors’ discussion of public health issues found that for such social issues to experience a behavioural change, “no single agency is able to make a dent by itself,” (Cheng, Kotler, and Lee, 2011) hence it was recognised that a global trend in using ‘partnerships’ at; “local, national or international levels” is a better way to enforce individuals to get involved (Cheng, Kotler, and Lee, 2011).

This impacts Tough Mudder through high legal, public liability insurance, and risk management costs (Lapowsky, 2013)

To lay the basis of critically assessing and outlining the contribution of social marketing to contemporary marketing thinking, I should first define the possibly obscure meaning of the particular type of commerce. The initial definition depicts social marketing as 'the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research ' (Kotler and Zaltman, 1971, p. 5). In 'Marketing Social Marketing in the Social Change Marketplace ' Alan R. Andreasen argues that the given definition does not outline the essence – social behavioural change. In his words, the acceptance of an idea alone does not guarantee the success of influencing behaviour. The latest interpretation of ISMA solves that problem by stating the outcome explicitly. (2013).

Truell, Allen, Milbier, & Michael (2007) said that promotion is one of the four Ps of marketing - price, product, place, and promotion. Promotion is generally thought of as a sequence of activities designed to inform and convince individuals to purchase a product, subscribe to a belief, or support a cause. All of the various tools available to marketing managers for promotional activities constitute what is known as the promotional mix. The promotional mix includes advertising, personal selling, public relations and sales promotion.

Reference: Lefebvre, RC (2000). In PN Bloom & GT Gundlach (Eds.), Handbook of Marketing and Society, Newbury Park, CA: Sage Publications.

Leatherhad Food International (June 2004). Emerging Concepts in the Global Food & Drink Industry. Retrieved on March 21, 2005 from: http://www.lfra.co.uk/lfi/pdf/press820.pdf

place/distribution and promotion (4 Ps). Promotion is an attempt to influence. Promotional activities are designed to inform, persuade, or remind the market of the firm and its products and ultimately to influence consumers’ feelings, beliefs, and behavior. A successful promotion program

In terms of the general perception of all of the marketing mix elements that a firm may employ, it is perhaps ‘promotion ' that is the most prominent ‘P ' in the ‘4 P 's '. In fact to many people promotion is marketing. Promotion is a part of a firm 's overall effort to communicate with consumers and others about its product or service ‘offering '. Both the company and the consumer have needs which they aim to fulfill; the profit making company wishes to improve or maintain profits and market share, and gain a better reputation than its

This section has been divided into two dimensions, the former focuses on the strategies that were widely used to support the effective communication within the healthcare industry, but in a different way; Social Marketing and Content Marketing. However,

Promotion is the business of communicating with the customer. Promotion raises customer awareness of a product or brand, generating sales, and creating brand loyalty and is used by companies to try and help persuade them to purchase their product. The purpose of promotion is to grow the total size of the market, sales volume, increase market share, establish and build credibility (Cheverton, 2004). Increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organization to develop and build up a succession of messages and can be extremely cost-effective (Business Case Studies, 2016). For a company to be successful they will rely on promotion mixes (the specific mix of advertising,