Social marketing meets interactive media: lessons for the advertising community
Ronald P. Hill
Villanova University
Nora Moran
Virginia Tech
Social marketing theory and practice
Social marketing is described as the 'design, implementation and control of programmes calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research,' and 'explicit use of marketing skills to help translate present social action efforts into more effectively designed and communicated programs that elicit desired audience response' (Kotler & Zaltman 1971, p. 5). The discipline is founded on the belief that advertisers can sell 'brotherhood like...