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Building Our Understanding: Social Marketing on a dime
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Today’s limited budgets make it even more important to be able to stretch health communication resources in the most appropriate ways. Lots of people expect that social marketing programs require a lot of investment, the application of expensive marketing research, and funds for an advertising or marketing agency. While this may be true for larger scale programs, hard work and resourcefulness can effectively market public health intervention products or behavior change to any targeted public. Can you do social marketing on a shoestring budget? The answer is yes, if you are realistic about what can be achieved. Priorities – in terms of audiences to be addressed and the scope of the desired change – must be established up front (French, 2010). The growth and wide acceptance of social media (blogs, social network sites, mobile phones) offers new ways to think about what can be an effective use of limited resources. Before discussing some of these techniques, let’s discuss the definition and background of social marketing.
Creating a Culture of Healthy Living - Organizational Body
NONE
Makerting
English
2008
1-9
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