Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 8 : Concept and Philosophy of Social Marketing

Difference between conventional and current social marketing

With vigorous use, the social marketing approach has undergone many changes as demanded. What changes occurred are discussed under conventional and current social marketing approach.

Conventional	Current
Single institutional approach with some support from external agencies	Network approach with mutual functional support
Messages are conveyed through education	Messages are translated into products and services
Mostly non-government organization observed this approach	Government is promoting social marketing approach in collaboration with non-government organization
Conventionally social marketing was one man show	Participatory approach of promoters and target group segment
Mostly interpersonal approach i.e., face to face interaction between promoter and cliental	Wider use of modern mass communication tools and methods
Confined to health issue	Wide spread for diffusion of social issues also
Communication skills of the personal is not very important only education qualification is considered	Professional way of communication is the criteria for solution of personal
Money immaterial incentives are unsolved	Promotional incentives are included
Promotion strategy is expansion either vertically horizontally i.e., either quality and quantity	Product and service upgradation based on the fund. Consequently more products and more brands of products/services
The delivery of service was window system i.e., the unknown resists the promotion for any help	Door delivery system where the promotion takes products and services to the doors of the individual