Body Q1 Social marketing strategies have been adopted by UK government in order to create long term impact on public welfare and health. Social marketing can be defined as a mechanism which is utilized to attract target audience’s attention so as to benefit society along with the individual. This method is based on developing, communicating, exchanging and delivering offerings. Social marketing facilitates positive value creation for partners, individuals, society and clients (Fill, Hughes and Francesco, 2013). The term social marketing was found in 1971 by Zaltman and Kotler. There have been a lot of studies conducted on social marketing concept.
This concept encompasses four important principles like exchange, segmentation, 4Ps and competition. The exchange principle outlines that behaviour of people is changed due to receiving a particular thing in exchange. It is predicted, receivables in exchange have greater value and less barriers in comparison to alternatives (Napoli, 2006). Social marketing is not inclined towards providing benefits to marketer rather it influences behavioural aspect of society. This approach comprises of wide range of theories like psychological theory, consumer behaviour, psychodynamics, etc.
Funders are often observed not to have a clear understanding about social marketing but they play a vital role in sustaining these practices. There lies a difference between target group and funders in non-profit sector. The first stage of social marketing is planning which comprises of marketing mix. However social marketing focuses on additional P’s known as publics, partnerships and policy. Purpose indicates the social issue of a social marketing plan like pollution reduction, water quality, etc. UK government over the years have supported development and implementation of wide array of social marketing campaigns.
All these campaigns revolve around creating a better society and enhancing well-being of individuals. One of the most influential social marketing campaigns of UK was ‘change 4 life’. England encompasses a decent percentage of population who are either obese or overweight (Bruce, 2013). The major objective of UK government while designing this creative campaign was to retain healthy weight in the society. On basis of this campaign child obesity was supposed to be reduced by a desirable percentage. UK government through this campaign was running a cross-government strategy.
It mainly comprised of investing into wide scale of measures like increased funding for early years and pregnancy.
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