Social marketing meets interactive media: lessons for the advertising community

Advertisers involved with social marketing are beginning to recognise the sea change that is coming due to the spread of interactive media usage throughout many subpopulations of interest.

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...

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