Assessing the effectiveness of social marketing

Jude Varcoe

In the last ten years there has been considerable spend on Social Marketing. There is no systematic way of proving the effectiveness of Social Marketing.

Assessing the Effectiveness of Social Marketing

Jude Varcoe TNS Wellington, New Zealand

SOCIAL MARKETING

There are a range of definitions of Social Marketing, the following captures the essence of most of the definitions: 'Social Marketing is the use of commercial marketing concepts, tools and programs designed to influence individuals' behaviour to improve their well being and that of society' (Social Marketing Institute).

In the last ten years there has been, and continues to be, a considerable spend on Social Marketing. The New Zealand government asks its citizens to:

Eat moderately

Be active

Stub out cigarettes

Slow down...

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