Forget Messages… Think about Structural Change First

Smith, Bill

doi:10.1080/15245004.1998.9961000

Cited by 15 publications

(17 citation statements)

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“…They explained that promotional materials may motivate someone to action, but the campaign may fail if “clear action outlets” are not suggested or places to acquire the product are not presented (p. 9). As the field developed in the years after Kotler and Zaltman’s groundbreaking work, leaders in social marketing defined place as “locations at which necessary products or services could be obtained” (Andreasen, 1995, p. 22), and “how services and products are made easily accessible to consumers” (Smith, 1998, p. 15). A frequently used current definition is from Lee and Kotler (2015), “Place is where and when the target audience will perform the desired behavior, acquire any related goods, and receive any associated services” (p. 315).…”

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confidence: 99%

“…As social marketing has matured, two critiques about place have emerged in the literature. One is that social marketers sometimes confuse place as where the promotional materials appear (communication channel) instead of where and how the product is made available (the product location or the distribution channel; Edgar, Volkman, & Logan, 2011; Smith, 1998). Lee and Kotler (2015) made this point explicitly when they said, “It is important to clarify and stress that place is not the same as communication channel [Lee and Kotler’s emphasis], which is where your communications will appear (e.g., brochures, radio ads, news stores, and personal presentations)” (p. 316).…”

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Understanding “Place” in Social Marketing

Edgar

Huhman

Miller

2015

Social Marketing Quarterly

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Critiques of the social marketing literature have suggested the place strategy is a key component within the 4 Ps of the marketing mix that simultaneously has been misunderstood and underutilized. This study sought to conduct a systematic review of the peer-reviewed literature to better understand how place has been conceptualized and operationalized over multiple decades. Application of inclusion criteria resulted in a sample of 84 articles published from 1988 to 2015 representing work in 20 different countries in North America, Asia, Africa, Europe, and Oceania. Content analysis showed that almost half (46.4%) of the descriptions of place strategies operationalized the component by including at least one element of placing messages within communication channels or information delivery such as print, interpersonal, traditional broadcast, or digital. The heavy emphasis on communication channels and information delivery contrasts sharply with definitions of place that thought leaders have offered historically. Results revealed that authors from the United States especially have a tendency to operationalize place as message placement. Discussion speculates on why conceptualization and operationalization have diverged and considers the implications for clarity within the field of social marketing as a whole.

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confidence: 99%

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confidence: 99%

Understanding “Place” in Social Marketing

Edgar

Huhman

Miller

2015

Social Marketing Quarterly

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“…There is a need to apply different strategies to warn smokers against negative consequences of smoking. Social marketing consists of two subsets: social advocacy and social advertising (Smith, 1998)…”

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confidence: 99%

Social Marketing: Impact of Anti-Smoking Advertisement Among Male Adults in Coimbatore City

Priya¹

2018

EAPJMRM

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Tobacco is a risk factor for six of the eight leading causes of deaths in the world. Every eight seconds someone, somewhere in the world, dies as a result of tobacco use. India has made progress on tobacco control in recent years. Prohibition to sell cigarettes to people who are below 18 years of age, levying fine on those persons who smoke at public places, anti-smoke campaign messages, etc., were few measures to prevent tobacco-related deaths. Increasing level of awareness towards tobacco consumption and risk associated in practicing such behaviours will be the way-out to prevent smoke-related deaths and disease. Anti-smoking advertisements are those advertisements that inform the smokers and the general public about the 'harmful-riskassociated with smoking', persuade and enable the smokers to alter and quit smoking and thus, bring out desired habitual change. The study was aimed to assess the impact of "anti-smoking advertisements" among male adults in Coimbatore city. It was found that vast majority of smokers' were aware about the harmful effects of smoking. Anti-smoking advertisement was clear enough to inform the public that 'smoking is not good for health'. The advertisement has made the smokers feel concerned about the 'evil-effect' of smoking on their own health as well as on the health of the person around them. Most of the respondents opined that graphic related warning was effective message format for anti-smoking campaign. But it was found only 57.3 per cent of the respondents support the regulation of smoking in public places. Strict law and action should be exercised to control over smoking in public place.

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“…For example, social marketing leaders have frequently lamented the disproportionate attention to the promotion P (Lee & Kotler, 2015). Scholars also have pointed out confusion surrounding the place P (Edgar, Volkman, & Logan, 2011; Smith, 1998). A recent comprehensive review confirmed a long-standing and incorrect practice of including the placement of messages within channels as part of the place strategy instead of the promotion strategy (Edgar, Huhman, & Miller, 2015).…”

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confidence: 99%

Where Is the Toothpaste? A Systematic Review of the Use of the Product Strategy in Social Marketing

Edgar

Huhman

Miller

2016

Social Marketing Quarterly

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The product strategy is a cornerstone of the product, price, place, and promotion (four Ps) of the marketing mix that has undergone significant scrutiny and critique. This study sought to conduct a systematic review of the peer-reviewed literature to better understand how product has been conceptualized and operationalized over multiple decades. Application of inclusion criteria resulted in a sample of 88 articles published from 1973 to 2015, representing work in 18 different countries in North America, Asia, Africa, Europe, and Oceania. Content analysis showed that authors offering formal definitions of product have placed heavy emphasis on conceptualizing the product P as the prescribed behavior for the target audience in a social marketing initiative. Analysis of the operationalization of product strategies revealed more balance across the literature in thinking about product as beneficial outcomes and tangible goods as well as behaviors. Discussion focuses on consideration of the findings in the context of the call from several thought leaders in recent years to steer away from talking about the product as behavior and concentrate more on goods, services, and product features. The results also inspire discussion about the future utility of conceptualizing product within a three-tiered frame of actual, core, and augmented products.

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Forget Messages… Think about Structural Change First

Cited by 15 publications

References 0 publications

Understanding “Place” in Social Marketing

Understanding “Place” in Social Marketing

Social Marketing: Impact of Anti-Smoking Advertisement Among Male Adults in Coimbatore City

Where Is the Toothpaste? A Systematic Review of the Use of the Product Strategy in Social Marketing

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