دانلود رایگان مقاله لاتین استراتژی بازاریابی اجتماعی : رویکرد ارتباطات مارکتینگ یکپارچه از سایت الزویر
عنوان فارسی مقاله:
استراتژی بازاریابی اجتماعی : یک رویکرد ارتباطات بازاریابی یکپارچه
عنوان انگلیسی مقاله:
Upstream social marketing strategy: An integrated marketing communications approach
سال انتشار : 2017
بخشی از مقاله انگلیسی:
1.2. IMC activities for producing responses Marketing
objectives–—sales volume, market share, return on investment, and profitability–—are different than IMC objectives, which work in favor of both upstream and downstream social marketing objectives. The heart of IMC promotions is communication. Appropriate communication objectives are awareness, knowledge, liking, preference, conviction, and behavior. This is often called a hierarchy of effects model, which maps out the response process a receiver of a message goes through before actual behavior. This is the goal of upstream social marketing efforts. One premise of the response process is that communications take time to produce results. In addition, this model presumes that awareness and knowledge require some cognitive processing. An affective process is involved in terms of liking and preferring a particular message or point of view and that action results from both the cognitive and affective. Another aspect of this model is that different elements of IMC can be very effective and specifically targeted at integral steps in the response process. For example, advertising is an excellent tool for raising awareness and conveying knowledge about a social issue. Public relations is an excellent tool for building liking and preference. Personal selling (necessitating face-to-face interaction) is best used to convert preference and conviction into behavior. Thus, a closer look at the six IMC elements and their potential application for upstream social marketing will help address Gordon’s (2013, p. 1525) lament: “examples and guidance on how upstream social marketing can be effectively employed . . . is lacking.” 2. The IMC toolkit 2.1. Advertising Advertising is a nonpersonal communication that is paid for and identified by a specific sponsor. Advertising by definition requires a message to communicate and some type of media platform to deliver the message. Marketing messaging is required for all promotional elements, which is why the process of creating advertising is an essential first step in IMC. Effectively, advertising is the ‘C’ in IMC. Good advertising begins with a clear identification of the target audience. Both upstream and downstream social marketing aim to change behavior (Hastings, MacFadyen, & Anderson, 2000). The key differences are in target audience and the approach used to reach the target audience. Upstream social marketing targets policy makers (e.g., legislators, regulators), educators, and the media. The approach developed also identifies periphery targets that hold potential influence on the primary upstream target. In this way, multiple targeted advertising appeals may be useful for upstream social marketing. Popularity appeals can be effective with policy makers, in addition to the conducting of polling or the use of existing polling to show that a large portion of a policy maker’s constituents favors a particular regulation. For example, higher taxes on cigarette products have proven to be very effective in reducing smoking behavior. The movement for states to increase tobacco taxes involved graphic counter-marketing advertisements that helped to sway public opinion about tobacco usage. Society as a whole has deemed smoking a public health hazard, which helped provide a majority of legislators to act. Integrating this approach with multiple, wellresearched targets might involve the inclusion of local media. Leveraging news reports on scientific findings, such as the causal connection between higher cigarette taxes and a reduction in smoking, provides additional pressure on the decision makers and affords valuable content that can be redirected through messages via periphery influencers.
کلمات کلیدی:
Social marketing - Wikipedia https://en.wikipedia.org/wiki/Social_marketing Social marketing has the primary aim of "social good", while in "commercial marketing" the aim .... In recent years, the concept of strategic social marketing has emerged, which identifies that social change .... However, there has been increasing efforts to ensure social marketing goes "upstream" and is used much more ... [PDF]social marketing quick - Social Marketing Services, Inc. www.socialmarketingservice.com/site/assets/files/1010/socmkt_primer.pdf “Social marketing is a process that applies marketing ... Develop a Strategic Marketing Mix (The 4Ps) ... and upstream social marketing focuses on influencing. Searches related to Upstream social marketing strategy upstream social marketing definition upstream social marketing example midstream social marketing social marketing environment upstream marketing
