Published to: Prof. Rishin Mukherjee.
Submitted by: Steven Chien Tien Hou
M. Com Marketing, St Xavier's College or university 2013. Spin No . 35. Room 28.
Date: 29th January, 2013.
How does it meet the meaning of social marketing?
Social Marketing: " Application ofВ commercialВ marketing principles, В knowledge, andВ techniquesВ to non-commercial ends (such asВ campaignsВ against smoking and drunkenВ driving) intended for the society'sВ welfare. вЂќ (http://www.businessdictionary.com/definition/social-marketing.html) " " Differing from other areas of marketing only according to objectives from the marketer and his or her organization. Marketing campaign seeks to influence social behaviors not to benefit the marketer, but to benefit the prospective audience as well as the general society. " Kotler and Andreasen. (http://www.social-marketing.com/Whatis.html) Therefore , Social Marketing should utilize the tools of marketing in order to promote or create consciousness that can advantage the contemporary society at large. According to Video of Balbir Pasha regarding the creation of awareness of having safe sex, the definition of Social Marketing has certainly been fulfilled. In this online video, the fear feature has been broken up. Though it had been initially produced as a teaser advertisement, this still developed massive shockwave of understanding in the society's mind. With this video, even though the hint wasn't very dominant, it can continue to strike the minds of viewers in the event noted thoroughly. For instance, the shot of the empty chair indicates the fact that young man acquired passed away because of his wrong perception of manliness or machismo. Additionally, the advertisement tries to educates persons (especially youthful men) which the concept of machismo doesn't lay in promiscuity and hazardous sex (the scene where shopkeeper not directly points on his stock of condoms towards the young man), rather getting the responsibility and the right...