Coauthored slideshow presentation introducing the basic concepts of social marketing.

1. Insight and Overview of Social Marketing Dr Susan Dann Dr Stephen Dann

9. Socially oriented marketing activities Profit Marketing Pro social Marketing Social Marketing Corporate Philanthropy Cause Related Marketing Non-profit Marketing

15. Continuum of change mechanisms Unmanageable Active but manageable Minimal or non existent Competition for the message Hard to convey or do not match the markets self interest Can be enhanced by managing the offer to match self interest Are easily conveyed and match the self interest of the market Benefits Is actively resistant Is neither prone nor resistant Is prone to appropriate behaviour Target market Legislation Social Marketing Education

17. Alternative social behaviours Excess alcohol consumption Meditation / exercise Stress Smoking / amphetamines Increased exercise / improved diet Obesity Drugged driving Sober driving Drink driving Negative alternative Positive (endorsed) alternative Target behaviour/ issue