Social Marketing: An Approach to Planned Social Change
Author(s): Philip Kotler and Gerald Zaltman
Source: Journal of Marketing, Vol. 35, No. 3 (Jul., 1971), pp. 3-12
Published by: American Marketing Association
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Social Marketing:An Approach
to Planned Social Change
PHILIPKOTLER
and
GERALDZALTMAN
Can marketing concepts
and techniques be effectively
applied to the promotion of
social objectives such as
brotherhood, safe driving, and
family planning? The applicability
of marketing concepts
to such social problems is examined
in this article. The authors
show how social causes
can be advanced more successfully
through applying
principles of marketing analysis,
planning, and control to
problems of social change.
N 1952, G. D. Wiebe raised the question "Whycan't you sell
brotherhood like you sell soap?"1 This statement implies that
sellers of commodities such as soap are generally effective, while
"sellers" of social causes are generally ineffective. Wiebe examined
four social campaigns to determine what conditions or characteristics
accounted for their relative success or lack of success. He
found that the more the conditions of the social campaign resembled
those of a product campaign, the more successful the
social campaign. However, because many social campaigns are
conducted under quite un-market-like circumstances, Wiebe also
noted clear limitations in the practice of social marketing.
A different view is implied in Joe McGinniss's best-selling book
The Selling of the President 1968.2 Its theme seems to be "You
can sell a presidential candidate like you sell soap." Once Nixon
gave the word: "We're going to build this whole campaign around
television . . . you fellows just tell me what you want me to do and
I'll do it," the advertising men, public relations men, copywriters,
makeup artist, photographers, and others joined together to create
the image and the aura that would make this man America's
favorite "brand."
These and other cases suggest that the art of selling cigarettes,
soap, or steel may have some bearing on the art of selling social
causes. People like McGinniss-and before him John K. Galbraith
and Vance Packard-believe everything and anything can
be sold by Madison Avenue, while people like Wiebe feel this is
exaggerated. To the extent that Madison Avenue has this power,
some persons would be heartened because of the many good causes
in need of an effective social marketing technology, and others
would despair over the spectre of mass manipulation.
Unfortunately there are few careful discussions of the power
and limitations of social marketing. It is the authors' view that
social marketing is a promising framework for planning and
implementing social change. At the same time, it is poorly understood
and often viewed suspiciously by many behavioral scientists.
The application of commercial ideas and methods to promote social
goals will be seen by many as another example of business's lack
of taste and self-restraint. Yet the application of the logic of
marketing to social goals is a natural development and on the
whole a promising one. The idea will not disappear by ignoring
it or ralling against it.
Journal of Marketing, Vol. 35 (July, 1971),
pp. 3-12.
1G. D. Wiebe,"MerchandisingCommoditiesand Citizenshipon Television,"PublicOpinionQuarterly,Vol.
15 (Winter,1951-52),pp. 679-
691, at p. 679.
2 Joe McGinniss, The Selling of the President 1968 (New York: Trident
Press,1969).
3
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4 Journal of Marketing, July, 1971
This article discusses the meaning, power, and
limitations of social marketing as an approach to
planned social change. First, this will require
delineating the generic nature of marketing phenomena
and some recent conceptual developments
in the marketing field. This will be followed by a
definition of social marketing and an examination
of the conditions under which it may be carried
out effectively. The instruments of social marketing
are defined, followed by a systems view of the
application of marketing logic to social objectives.
What is Marketing?
The following statement testifies that there is
no universal agreement on what marketing is.
It has been described by one person or another
as a business activity; as a group of related business
activities; as a trade phenomenon; as a
frame of mind; as a coordinative, integrative
function in policy making; as a sense of business
purpose; as an economic process; as a structure
of institutions; as the process of exchanging or
transferring ownership of products; as a process
of concentration, equalization, and dispersion; as
the creation of time, place and possession utilities;
as a process of demand and supply adjustment;
and many other things.3
In spite of the confusing jumble of definitions, the
core idea of marketing lies in the exchange process.
Marketing does not occur unless there are two or
more parties, each with something to exchange, and
both able to carry out communications and distribution.
Typically the subject of marketing is the exchange
of goods or services for other goods or services
or for money. Belshaw, in an excellent study
of marketing exchange and its evolution from traditional
to modern markets, shows the exchange
process in marketing to be a fundamental aspect of
both primitive and advanced social life.4
Given that the core idea of marketing lies in
exchange processes, another concept can be postulated,
that of marketing management, which can
be defined as:
Marketing management is the analysis, planning,
implementation, and control of programs designed
to bring about desired .exchanges with target
audiences for the purpose of personal or mutual
gain. It relies heavily on the adaptation and
coordination of product, price, promotion, and
place for achieving effective response.5
Thus marketing management occurs when people
become conscious of an opportunity to gain from a
more careful planning of their exchange relations.
Although planned social change is not often viewed
from the client's point of view, it involves very much
an exchange relationship between client and change
agent.6
The practice of marketing management as applied
to products and services has become increasingly
sophisticated. The responsibility of launching
new products on a national basis involving the investment
and risk of millions of dollars and the
uncertainties of consumer and competitor responses,
has led to an increased reliance on formal research
and planning throughout the product development
and introduction cycle. Marketing management
examines the wants, attitudes, and behavior of potential
customers which could aid in designing a
desired product and in merchandising, promoting,
and distributing it successfully. Management goes
through a formal process of strategy determination,
tactical programming, regional and national imple-
6Arthur H. Niehoff, A Casebookof Social Change
(Chicago: Aldine, 1966); Warren G. Bennis, Kenneth
D. Benne and Robert Chin, The Planning of
Change (New York: Holt, Rinehart & Winston,
1969).
* ABOUT THEAUTHORS.Philip Kotler
is A. Montgomery Ward Professor of
Marketing at the Graduate School of
Management, Northwestern University.
He is the author of Marketing Management:
Analysis, Planning and Control
and Marketing Decision Making: A
Model-Building Approach. Professor
Kotler is also advisory editor of the
Holt, Rinehart and Winston Marketing
Series, former chairman of the College
on Marketing of the Institute of Management Sciences, and
presently a director of the American Marketing Association.
Gerald Zaltman is associate professor
of behavioral science, Department
of Marketing, Graduate School of Management
and Faculty Associate of the
Center for the Interdisciplinary Study
of Science and Technology at Northwestern
University. He holds an MBA
degree from The University of Chicago
and a PhD in sociology from The Johns
Hopkins University. Professor Zaltman
is author of Marketing: Contributions
from the Behavioral Sciences, co-editor of Creating Social
Change (in press), Perspectives on Social Change (in press),
and a contributorto numerous books and journals. His major
research interests and writing concern the diffusion of innovations,
communication, social change, and the sociology of
science.
The authors would like to express their appreciation to the
Educational Foundation of the American Association of Advertising
Agencies for their support which permitted activities
leading to many of the ideas expressed in this article.
3Marketing Staff of the Ohio State University, "A
Statement of Marketing Philosophy," JOURNAL OF
MARKETING, Vol. 29 (January, 1965), p. 43.
4Cyril S. Belshaw, Traditional Exchange and Modern
Markets (EnglewoodCliffs,N.J.: Prentice-Hall,Inc.,
1965).
5Philip Kotler, Marketing Management: Analysis,
Planning and Control, Second Edition (Englewood
Cliffs, N.J.: Prentice-Hall, Inc., 1972).
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Social Marketing: An Approach to Planned Social Change 5
mentation, performance measurement, and feedback
control.
There has been a shift from a sales to a marketing
orientation in recent years. A sales orientation
considers the job as one of finding customers for
existing products and convincing them to buy these
products. This sales concept is implicit in The Selling
of the President 1968, since one is actually not
developing a new "product"for the job, but rather
trying to sell a given one with a suggestion that it
is somewhat "new and improved." The marketing
concept, on the other hand, calls for most of the
effort to be spent on discovering the wants of a target
audience and then creating the goods and services
to satisfy them. This view seems privately
and socially more acceptable. In private terms, the
seller recognizes that it is easier to create products
and services for existing wants than to try to alter
wants and attitudes toward existing products. In
social terms, it is held that this marketing philosophy
restores consumer sovereignty in the determination
of the society's product mix and the use of
national resources.
In practice, since at any time there are both products
in existence and new products being born, most
marketing efforts are a mixture of selling and marketing;
that is, a change strategy and a response
strategy. In both cases, marketing management is
becoming a sophisticated action technology that
draws heavily on the behavioral sciences for clues
to solving problems of communication and persuasion
related to influencing the acceptability of commercial
products and services.. In the hands of its
best practitioners, marketing management is applied
behavioral science.
Social Marketing
An increasing number of nonbusiness institutions
have begun to examine marketing logic as a
means to furthering their institutional goals and
products. Marketing men have advised churches
on how to increase membership, charities on how to
raise money, and art museums and symphonies on
how to attract more patrons. In the social sphere,
the Advertising Council of America has conducted
campaigns for social objectives, including "Smokey
the Bear," "Keep America Beautiful," "Join the
Peace Corps," "Buy Bonds," and "Go to College."
In fact, social advertising has become an established
phenomenonon the American scene. Sandage says:
True, (advertising's) communication function has
been confinedlargely to informing and persuading
people in respect to products and services. On
the other hand, it can be made equally available
to those who wish to inform and persuade people
in respect to a city bond issue, cleaning up community
crime, the "logic" of atheism, the needs
for better educational facilities, the abusive tactics
of given law and enforcement officers,or any
other sentiment held by any individual who wishes
to present such sentiment to the public.7
Social advertising has become such a feature of
American society that it is no longer a question of
whether to use it, but how to use it. It has been
very successful in some cases and conspicuouslyunsuccessful
in others. At fault to a large extent is
the tendency of social campaigners to assign advertising
the primary, if not the exclusive, role in
accomplishing their social objectives. This ignores
the marketing truism that a given marketing objective
requires the coordination of the promotional
mix with the goods and services mix and with the
distribution mix. Social marketing is a much larger
idea than social advertising and even social communication.
To emphasize this, the authors define
social marketing in the following way:
Social marketing is the design, implementation,
and control of programs calculated to influence
the acceptability of social ideas and involving
considerations of product planning, pricing, communication,
distribution, and marketing research.
Thus, it is the explicit use of marketing skills to
help translate present social action efforts into
more effectively designed and communicated programs
that elicit desired audience response. In
other words, marketing techniques are the bridging
mechanisms between the simple possession of knowledge
and the socially useful implementation of what
knowledge allows.
The Requisite Conditions for Effective
Social Marketing
Some clues concerning the difference between
social advertising and social marketing are contained
in early papers by Lazarsfeld and Merton and by
Wiebe which attempt to explain the limitations of
social advertising.8
Lazarsfeld and Merton's Analysis
Lazarsfeld and Merton took exception with the
view of many people that mass media can easily be
used to control people's minds: "It is our tentative
judgment that the social role played by the very
existence of the mass media has been commonly
overestimated."9 They believed that the effectiveness
of mass media for propaganda purposes depended
on three conditions, one or more of which is
lacking in most propaganda situations. The first
7C. H. Sandage,"Using Advertisingto Implementthe
Conceptof Freedomof Speech,"in The Role of Advertising,
C. H. Sandage and V. Fryburger, eds.
(Homewood,Ill.: RichardD. Irwin, Inc., 1960), pp.
222-223.
8 Paul F. Lazarsfeld and Robert K. Merton, "Mass
Communication,PopularTaste, and OrganizedSocial
Action," in Mass Communications, William Schramm,
ed. (Urbana,Ill.: Universityof Illinois Press, 1949),
pp. 459-480,and same referenceas footnote 1.
9LazarsfeldandMerton,samereferenceas footnote8,
p. 462.
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6 Journal of Marketing, July, 1971
condition is real or psychological monopolization
by the media; that is, a condition marked by the
absence of counterpropaganda. This characterizes
the totalitarian state and accounts for the greater
effectiveness of these regimes in molding public
opinion through mass media. It is found occasionally
in free societies under special circumstances,
such as a wartime effort. For example, Kate Smith's
effectiveness in selling war bonds over the radio
during WorldWar II was partially due to the marathon
nature of the event and the fact that everyone
believed in the cause; i.e., there was no counterpropaganda.
However, most campaigns in a free
society in peace time compete with so many other
causes and everyday distractions that the monopoly
condition is lacking, and this condition reduces the
effectiveness of such campaigns.
Lazarsfeld and Merton said the second condition
required for effective mass propaganda is canalization,
the presence of an existing attitudinal base
for the feelings that the social communicators are
striving to shape. They asserted that typical commercial
advertising is effective because the task is
not one of instilling basic new attitudes or creating
significantly new behavior patterns, but rather canalizing
existing attitudes and behavior in one direction
or another. Thus, the seller of toothpaste
does not have to socialize persons into new dental
care habits, but rather into which brand of a familiar
and desired product to purchase. If the preexisting
attitudes are present, then promotional
campaigns are more effective, since canalization is
always an easier task than social reconditioning.
The authors accept this idea but would add that
many business marketing situations also involve the
task of reshaping basic attitudes rather than canalizing
existing ones. For example, consider business
efforts to influence farmers to change timehonored
farming practices, doctors to try out new
drugs, and males to dress with more fashion and
flair. Canalization is always easier, but the authors
would like to emphasize' that business marketers,
like social marketers, often try to diffuse fundamentally
new products and services which require
major attitudinal reorientations.
Lazarsfeld and Merton call the third condition
supplementation by which they mean the effort to
follow up mass communication campaigns with programs
of face-to-face contacts. In trying to explain
the success of the rightist Father Coughlin movement
in the thirties, Lazarsfeld and Merton observe:
This combination of a central supply of propaganda
(Coughlin's addresses on a nationwide network),
the coordinated distribution of newspapers
and pamphlets and locally organized face-to-face
discussions among relatively small groups-this
complex of reciprocal reinforcement by mass
media and personal relations proved spectacularly
successful.'o
This approach is standard in many closed societies
and organizations and suggests another key difference
between social advertising and social marketing.
Whereas a social advertising approach contrives
only the event of mass media communication
and leaves the response to natural social processes,
social marketing arranges for a stepdown communication
process. The message is passed on and discussed
in more familiar surroundings to increase
its memorability, penetration, and action consequences.
Thus supplementation, monopolization, and
canalization are critical factors influencing the effectiveness
of any social marketing effort.
Wiebe's Analysis
An additional contribution was made by Wiebe
in his attempt to understand the differential effectiveness
of four social campaigns."1 He explained
the relative effectiveness of these campaigns in
terms of the audience member's experience with
regard to five factors:
1. The Force. The intensity of the person's motivation
toward the goal as a combination of
his predisposition prior to the message and
the stimulation of the message.
2. The Direction. Knowledge of how or where
the person might go to consummate his mo-
tivation.
3. The Mechanism. The existence of an agency
that enables the person to translate his motivation
into action.
4. Adequacy and Compatibility. The ability and
effectiveness of the agency in performing its
task.
5. Distance. The audience member's estimate of
the energy and cost required to consummate
the motivation in relation to the reward.
To show how these factors operate, Wiebe first
analyzed the Kate Smith compaign to sell bonds
during World War II. This campaign was eminently
successful, according to Wiebe, because of
the presence of force (patriotism), direction (buy
bonds), mechanism (banks, post offices, telephone
orders), adequacy and compatibility (so many centers
to purchase the bonds), and distance (ease of
purchase). In fact, extra telephone lines were installed
on the night of the campaign at 134 CBS
stations to take orders during her appeal. The
effort to buy bonds
... was literally reduced to the distance between
the listener and his telephone. Psychological distance
was also minimized. The listener remained
in his own home. There were no new people to
meet, no unfamiliar procedures, no forms to fill
out, no explanation, no waiting .. .12
In the case of a campaign to recruit Civil Defense
volunteers, many of the same factors were
present except that the social mechanism was not
10 Lazarsfeldand Merton,same referenceas footnote8.
11 Same referenceas footnote 1.
12Samereferenceas footnote1, p. 633.
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Social Marketing: An Approach to Planned Social Change 7
prepared to handle the large volume of response,
and this reduced the campaign's success. Teachers,
manuals, equipment, and registration and administration
procedures were inadequate, and many responding
citizens were turned away and disappointed
after they were led to believe that their
services were urgently needed.
The third campaign, a documentary on juvenile
delinquency, did not meet with maximum success
because of the absence of a mechanism. Instead of
being directed to an existing agency, people were
urged to form neighborhood councils themselves.
This certainly takes far more effort than simply
picking up the phone to buy a war bond, or "stopping
in" to register at the nearest Civil Defense
unit.
The fourth campaign revolved around the goal of
the Kefauver committee hearings to arouse citizens
to "set their house in order." This campaign met
with a notable lack of success, however, because
citizens were not directed to an appropriate mechanism
despite the fact that one existed in principle
in the political party organizations. Political
party organizations apparently left much to be desired
in terms of availability and compatibility.
The skepticism prevalent at the time concerning
the chances of anything beneficial happening as a
result of the hearings was ample evidence that
considerable psychological distance existed between
the audience and the mechanisms for action.
The Social Marketing Approach
The Lazarsfeld and Merton conditions and the
Wiebe factors provide a useful backgroundfor viewing
the conceptual framework used by marketing
strategists. Marketers view the marketing problem
as one of developing the right product backed by
the right promotion and put in the right place at
the right price. These key variables in the marketing
mix have been named the four P's by McCarthy.31
The authors shall examine each of these variables,
designated control variables, in terms of some wellknown
social issues.
Product. In business marketing, sellers study the
needs and wants of target buyers and attempt to
design products and services that meet their desires.
If well-designed and affordable,these products
will be purchased. In social marketing, sellers also
have to study the target audiences and design appropriate
products. They must "package"the social
idea in a manner which their target audiences find
desirable and are willing to purchase. This corresponds
to Wiebe's idea of a mechanism.
Product design is typically more challenging in
the social area than it is in the business area. Consider
the problem of marketing "safer driving." The
social objective is t'ocreate safer driving habits and
attitudes in the population. There is no one product
that can accomplish this. Various products have
to be designed that will make partial contributions
to the social objective. A public education media
campaign providing tips on safe driving is one
such product; the offering of "defensive driving
courses" is another; the creation of insurance policies
which reduce premiums for safer drivers is
still another product. In general, the social marketer
remains aware of the core product (safer
driving) and tries to create various tangible products
and services which are "buyable" and which
advance the social objective.
Identical reasoning is required by those who
market altruistic causes (e.g., charity giving, blood
donation), personal health causes (e.g., nonsmoking,
better nutrition), and social betterment causes (e.g.,
civil rights, improved housing, better environment).
In each case, the social marketer must define the
change sought, which may be a change in values,
beliefs, affects, behavior, or some mixture. He must
meaningfully segment the target markets. He must
design social products for each market which are
"buyable," and which instrumentally serve the social
cause. In some social causes, the most difficult
problem will be to innovate appropriate products;
in other cases it will be to motivate purchase.
Promotion. The marketing man's second control
variable is promotion. It is the communicationpersuasion
strategy and*tactics that will make the
product familiar, acceptable, and even desirable to
the audience. Wiebe's counterpart to promotion is
"force." The social campaign strategist will tend
to think of this as mass media communication, but
promotion is actually a much larger idea. To the
marketing man, promotion includes the following
major activities:
Advertising: Any paid form of nonpersonalpresentation
and promotion of products, services, or
ideas by an identified sponsor.
Personal Selling: Any paid form of personal
presentation and promotion of products, service,
or ideas by an identified sponsor.
Publicity: Any unpaid form of nonpersonal presentation
and promotion of products, services, or
ideas where the sponsor is unidentified.
Sales Promotion: Miscellaneous paid forms (special
programs, incentives, materials, and events)
designed to stimulate audience interest and acceptance
of a product.
Each of these promotional tools involves complex
issues in strategy and tactics. With respect to advertising,
the marketer has to determine the size
of the total advertising budget, the choice of appeals,
the development of attention-getting copy,
the selection of effective and efficient media, the
scheduling of the advertising inputs, and the measurement
of overall and segment-level results. With
respect to personal selling, the marketer must determine
the size of the total sales force, the de-
13E. Jerome McCarthy, Basic Marketing: A Managerial
Approach,Third Edition (Homewood,Ill.: Richard
D. Irwin, Inc., 1968), pp. 31-33.
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8 Journal of Marketing, July, 1971
velopment of sales territory boundaries and assignments,
the development of personal presentation
strategies, the degree and type of salesforce motivation
and supervision, and the evaluation of salesforce
effectiveness. Publicity necessitates arranging
for significant news about the product to appear in
various media. Sales promotion calls for developing
special display, premiums, programs, and events that
might be useful in stimulating interest or action.
Each of these activities is a specialty in which
the experts have achieved sophisticated levels of
knowledge and techniques. This is especially apparent
when one examines social campaigns developed
by amateurs where the appeals and copy
seem very naive. Even behavioral science consultants
to social campaign organizations often fail to
make a maximum contribution because of their inability
or reluctance to view the issue in broad
marketing terms instead of in strictly social or
ethical terms.
Recently Nathaniel Martin criticized the Indian
government for failing to handle family planning
as a marketing problem.
Selling birth control is as much a marketing job
as selling any other consumer product. And where
no manufacturer would contemplate developing
and introducing a new productwithout a thorough
understanding of the variables of the market,
planners in the highest circles of Indian government
have blithely gone ahead without understanding
that marketing principles must determine
the character of any campaign of voluntary
control. The Indians have done only the poorest
research. They have mismanaged distribution of
contraceptive devices. They have ignored the importance
of "customer service." They have proceeded
with grossly inadequate undertrained
staffs; they have been blind to the importance of
promotion and advertising.14
This is not to deny that the Indian government
has undertaken some innovative promotional approaches.
Referral fees are paid to salesmen, barbers,
and others who bring in consenting males for
sterilization. The consenting male is given a transistor
radio or a small payment to cover his costs of
being absent from work. Women have been offered
gifts for consenting to use intrauterine contraceptive
devices. But Martin feels that the total program
lacks the qualities of an organized, wellplanned,
and continuous marketing effort.,l5
An example of careful promotional planning for
a social objective is found in the American Cancer
Society efforts to raise money for cancer research.
In their brochure directed to local units, they attempt
to educate the volunteer and professional
chapters on the handling of newspapers, pictures,
company publications, radio and television, movies,
special events, and controversial arguments. For
example, in terms of special events:
Dramatic special events attract attention to the
American Cancer Society. They bring color, excitement,
and glamour to the program. Well
planned, they will get excellent coverage in newspapers,
on radio and TV, and in newsreels. ...
A Lights-on-Drive, a one-afternroonor one-night
House-to-House program have such dramatic appeal
that they stir excitement and enthusiasm ...
keep in mind the value of bursts of sound such
as fire sirens sounding, loud-speaker trucks, fife
and drum corps. .... A most useful special event
is the ringing of church bells to add a solemn,
dedicated note to the launching of a drive or
education project. This should be organized on
a Division or community basis, and the church
bell ringing may be the signal to begin a Houseto-House
canvass. Rehearsals of bell ringing,
community leaders tugging at ropes, offer good
picture possibilities.l6
Some readers might be critical of this approach
to a worthwhile social objective, but two things
should be mentioned. The first is that this should
not be identified as the marketing approach to social
objectives. Many persons mistakenly assume that
marketing means hard selling. This is only a particular
style of marketing, and it has its critics
both inside and outside the profession. There are
many firms that market their products with taste
and sensitivity; examples include Xerox, Container
Corporation, and Hallmark. It is important to
recognize that this is not nonmarketing but rather
a style of marketing that was chosen in the belief
of its greater effectiveness in accomplishing the
goals of the organization.
Second, the issue is not whether a particular approach
suits one's personal taste, but whether it
works. If a "hard" marketing style raises substantially
more money for cancer research than a
"soft" marketing style, it must be respected by
those who think cancer research is more important
than personal aesthetics.
Place. The third element of the marketing approach
to social campaigns calls for providing adequate
and compatible distribution and response
channels. Motivated persons should know where the
product can be obtained. Place is equivalent to two
of Wiebe's five conditions for an effective mass
communication campaign (direction, and adequacy
and compatibility). The poor results of many social
14Nathaniel A. Martin, "The Outlandish Idea: How a
Marketing Man Would Save India," Marketing/Communications,
Vol. 297 (March, 1968), pp. 54-60.
15For two analyses of the marketing issues and opportunities
in the family planning issue, see Julian L.
Simon, "A Huge Marketing Research Task-Birth
Control," Journal of Marketing Research, Vol. 5
(February, 1968), pp. 21-27; and Glen L. Urban,
"Ideas on a Decision-Information System for Family
Planning," Industrial Management Review, Vol. 10
(Spring, 1969), pp. 45-61.
16Public Information Guide (New York: American Cancer
Society, Inc., 1965), p. 19.
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Social Marketing:An Approachto PlannedSocial Change 9
campaigns can be attributed in part to their failure
to suggest clear action outlets for those motivated
to acquire the product. The current campaign to
interest people in the pollution problem may suffer
from this defect. It is succeeding in making everyone
not only aware of environmental pollution but
also fearful of it. People want to do something about
it. But for the most part they cannot act because
there is not a clear product to "buy" (such as a
petition to sign, an election in which to choose an
antipollution candidate, or a pending piece of national
legislation). Nor does the average person
have a clear picture of the alternative channels of
action for expressing his interest in the issue. There
are so many ad hoc organizations working without
coordination and at times with cross-purpose, that
the average person is likely to "tune out" from
further messages because of personal frustration.
Saturation campaigns unaccompanied by the provision
of adequate response channels may result in
"interest overkill."
The importance of place has been recognized in
several campaigns. The most notable example is
the Kate Smith bond-selling campaign and its imaginative
establishment of telephone order channels
during the broadcast. Strategists of anticigarette
campaigns have recognized the need for action channels
by setting up smoker's clinics in many large
cities. They could even go further and provide telephone
advice and even social calls if the economics
would justify these additional channels. An advertising
agency is planning a campaign called "Pick
Your Issue" in which several different social issues
would be individually featured. The point would
be made that because the busy citizen does not have
time to become involved in all issues, this should
not be an excuse to remain uninvolved in any
issues. The good citizen should "pick an issue."
Each issue advertisement will contain information
on the organizations active in that area and inform
the citizen about where to write for further in-
formation.
Thus, place means arranging for accessible outlets
which permit the translation of motivations
into actions. Planning in this area entails selecting
or developing appropriate outlets, deciding on their
number, average size, and locations, and giving
them proper motivation to perform their part of
the job.
Price. The final control variable that must be
planned is price. Price represents the costs that
the buyer must accept in order to obtain the
product. It resembles Wiebe's concept of distance
and incorporates some aspects of adequacy and compatibility.
Price includes money costs, opportunity
costs, energy costs, and psychic costs, Thus, the
cost to persons asked to appear for immunization
shots includes any possible money charge, any opportunities
foregone, the expenditure of energy, and
the psychological concerns aroused by inoculation.
The cost of giving up smoking is largely psychological,
since there is actually a financial saving
in breaking the habit. The cost of using seat belts
is the charge for buying them, the effort to lock
and unlock them, and the psychological cost of not
being completely sure one is better off in an accident
wearing them or not wearing them.
The functioning of this concept can also be illustrated
in terms of an interesting phenomenon in
health care services where many poor patients prefer
to patronize unlicensed practitioners and pay a fee
instead of going to the free hospital. In Caracas,
Venezuela, for example, although there is a free
hospital for the indigent, many of them patronize
private clinics which cost them 20 bolivares for
consultation. Why? Because while there is no
charge at the free hospital, there is a substantial
cost to the patient in terms of energy and psychological
abuse. When a patient arrives at the hospital,
he has to wait to see a social worker first.
When he is finally interviewed, the social worker
asks many questions about his income to determine
whether he is really indigent. Then he sees a
number of other hospital staff members for various
tests, and again is asked about his income. Finally,
he sees the doctor who might discover that he really
needs to see a specialist who will not be available
for several weeks. Throughout the experience, the
person is made to feel inferior and a nuisance.
Therefore, it is not surprising that he wishes to
avoid these energy and psychological costs even if
it means paying for the services.
But even monetary charges may play a useful
role in leading the poor back to free hospital services.
In private correspondence, a social psychologist
suggested:
It is a surprising discovery that even free medical
care presents a marketing problem. Maybe we
should apply dissonance theory and introduce such
medical care at a high price to make it look more
desirable. Then let us apply a cents-off special
introductory offer to make the service attractive.
The marketing man's approach to pricing the
social product is based on the assumption that
members of a target audience perform a cost-benefit
analysis when considering the investment of money,
time, or energy in the issue. They somehow process
the major benefits and compare them to the major
costs, and the strength of their motivation to act
is directly related to the magnitude of the excess
benefit. This type of conceptualization of behavior
is found not only in the economist's model of economic
man, but also in behavioristic theory with
its emphasis on rewards and costs, in Gestalt theory
with its emphasis on positive and negative valences,
and in management theory with its emphasis on
incentives and constraints. The marketer's approach
to selling a social product is to consider how the
rewards for buying the product can be increased
relative to the costs, or the costs reduced relative
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10 Journal of Marketing, July, 1971
PLANNING
VARIABLES MARKETS
Product Primary target
1. Core product
2. Tangible
products
CHANNELS
Mass and specialized
media
Promotion
1. Advertising
2. Personal Secondary
selling target
3.Publicity market
ENVIRONMENT CHANGE AGENCY 4. Sales
1. Economic
promotion Paid agents
2. Political Research Planning
3. Technological I Unit Unit
4. Cultural
Place5. Competitive
1.Channel
types
Voluntary groups Tertiary
3.
Size and organizations target
4. Locations
market
5. Compatibility
Price
1. Money costs
2. Opportunity Miscellaneous
costs target
3. Energy costs markets
4. Psychic costs
FIGURE1. Social marketing planning system.
to the rewards, or trying to find a mix of product,
promotion, place, and price that will simultaneously
increase the rewards and reduce the costs. The main
point is that social marketing requires that careful
thought be given to the manner in which manageable,
desirable, gratifying, and convenient solutions
to a perceived need or problem are presented to its
potential buyers.
The Social Marketing Planning Process
The "four P's" of marketing management are
integrated in an administrative process framework
in Figure 1. Continuous information is collected
from the environment by the change agency. Plans
and messages are created and sent through channels
to audiences, and the results are monitored by the
change agency.
The change agency operates a research unit and
a planning unit. The research unit collects several
types of information. It monitors the environment
-economic, political, technological, cultural, and
competitive influences-for important developments
affecting its social policies and objectives. For example,
a family planning agency would monitor economic-demographicdevelopments
(income and population
trends), political developments (liberalization
of birth control information), technological developments
(new birth control techniques and devices),
cultural developments (attitudinal changes toward
birth control), and competitive developments (actions
of similar and competing groups). The research
unit also collects information on the past
effectiveness of various programs as well as information
on audience attitudes, desires, and behavior.
The change agent's planning unit formulates
short- and long-range social marketing plans on
the basis of this information. For example, the
family planning organization carefully considers the
role of different products, promotions, places, and
prices. It would identify the major channels of
communication and distribution, such as mass or
specialized media, paid agents, and volunteer groups.
It would differentiate the programs intended for
its primary target market (large and low-income
families), secondary target market (other childbearing
families), tertiary target market (sources
of funds and additional volunteer efforts), and miscellaneous
target markets (politicians and church
groups). Finally, it would continuously gather effectiveness
measures on these programs for recycling
its planning.
This approach represents an application of business
marketing principles to the problem of marketing
social change. It is already manifest in some
of the larger social change agencies. For example,
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Social Marketing: An Approach to Planned Social Change 11
1. Mass media advertising campaigns
2. Special presentations to executives
..
_ BUSINESS
FIRMS
SERVICE
1. Group discounts
DRERVIVE
ORGANIZATIONS/er2. Fund raising
1. Monthly DDC bulletin 1. Local advertising
NATIONAL 2. Film LOCAL
\ 2.
Direct
mailDRIVERS
SAFETY 3. Consumerileaflets .. SAFETY 3. DashboardstickersDRIVERS
COUNCIL 4. Trainingplans for plants \COUNCILS 4. Bring-a-friend disoount
5. Tie-in sales
1. Direct recruit-
SCHOOLS
/
et
2.
Flyers which
childrenbring
home to their
parents
POLICEAND
COURTS
1. Mass mediaadvertising campaigns
2. Selective media advertising campaigns
3. Sales promotion
4. Publicity
FIGURE2. Marketingchannelsandtools: Defensivedrivingcourse.
consider the work of the National Safety Council.
Its staff includes an advertising manager, a sales
promotion management, an Advertising Council of
America coordinator, a research director, and a
program director. One of its products is a defensive
driving course. Figure 2 shows the various channels
through which this course is marketed along
with the promotional tools it uses. The National
Safety Council reaches potential prospects through
business firms, service organizations, schools, and
the police and court system. For the 1970s, the
National Safety Council has adopted
?
. . a four point marketing program. . . . One
of the first objectives is to increase the sales
effectiveness of our existing 150 state and local
safety council cooperating agencies. . . . The
second part of the, program is to create 500 new
training agencies in communities not now served
by safety councils. . . . A third part of the
marketing program will be aimed at selling big
industry on adopting DDC as a training course
for all employees or selected categories of employees
in plant-run training programs. . . . The
fourth part of the marketing plan deals with a
nationwide promotional effort built around a series
of community special-emphasis campaigns
running from February 1 through Memorial Day
each year of the decade.17
This example illustrates the possibilities of the
marketing approach for furthering social causes.
The National Safety Council and several other social
agencies have graduated from occasional campaign
organizations to full-time marketing organizations
which go through cycles of information
gathering, planning, product development, measuring,
and reprogramming.
Social Implications of Social Marketing
The authors believe that specific social causes
could benefit from marketing thinking and planning.
Problems of pollution control, mass transit,
private education, drug abuse, and public medicine
are in need of innovative solutions and approaches
for gaining public attention and support. Marketing
men by their training are finely attuned to market
needs, product development, pricing and channel
issues, and mass communication and promotiontechniques,
all of which are critical in the social area.
At the same time, social marketing is sufficiently
distinct from business marketing to require fresh
thinking and new approaches. Social marketing
typically has to deal with the market's core beliefs
and values, whereas business marketing often
deals with superficial preferences and opinions. Social
marketing must search harder for meaningful
quid pro quos to gain acceptance or adoption of
its products. Social marketing has to work with
channel systems that are less well-defined and less
pecuniarily motivated.- Only through applying marketing
concepts and tools to a large number of
cases will the powers and limits of the social marketing
approach be learned.
In addition, there is the definite possibility that
the overt marketing of social objectives will be
resented and resisted. There will be charges that
it is "manipulative," and consequently contributes
17ChrisImhoff,"DDC'sDecisiveDecade,"TrafficSafety
Magazine,Vol.69 (December,1969), pp.20 and36.
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12 Journal of Marketing, July, 1971
to bringing the society closer to Orwell's 1984.
There will be charges that' even if not manipulative,
social marketing will increase the amount of
"promotional noise" in the society, which is found
distasteful both because it emphasizes "trivial differences"
and because it is "noise." Finally, social
marketing will be accused of increasing the costs
of promoting social causes beyond the point of a
net gain either to the specific cause or the society
as a whole. In the charities industry, professional
marketing increases the absolute cost of raising
money, but it usually succeeds in raising more
money after these costs are taken into account.
However, when one considers the entire picture,
it is possible that the total amount donated to
charities may not increase by the same amount as
the professional marketing costs.
The authors are concerned with these possible
dysfunctional consequences, and they must obviously
be subtracted from the potential benefits that social
marketing might produce. Since social marketing
is just emerging, those concerned are encouraged
to monitor it closely in the same dispassionate spirit
that business marketers have so ably analyzed and
documented the many manifestations* of business
marketing practice over the-years.
Summary
This article considered the applicability of marketing
concepts to the problem of promoting social
causes. Social marketing was defined as the design,
implementation, and control of programs calculated
to influence the acceptability of social ideas and
involving considerations of product planning, pricing,
communication, distribution, and marketing
research.
Too often, social advertising rather than social
marketing is practiced by social campaigners. Lazarsfeld
and Merton attributed the failure of many
social advertising campaigns to the frequent absence
of conditions of monopolization, canalization,
and supplementation in the social arena. Wiebe, in
his examination of four campaigns, concluded that
a campaign's effectiveness depended on the presence
of adequate force, direction, an adequate and compatible
social mechanism, and distance. To the marketer,
the success of the campaign depends on the
proper development of product, promotion, place,
and price considerations. These concepts were defined
and were shown to have applicability to social
causes. The social marketing process calls for
marketing research and the subsequent development
of a well-conceived product and appeals moving
through mass and specialized communication
media and through paid agents and voluntary groups
to reach targeted audiences. The marketing style
may be hard or soft, depending on which is deemed
most effective in accomplishing the social objectives.
A marketing planning approach does not guarantee
that the social objectives will be achieved, or
that the costs will be acceptable. Yet social marketing
appears to represent a bridging mechanism
which links the behavioral scientist's knowledge of
human behavior with the socially useful implementation
of what that knowledge allows. It offers a
useful framework for effective social planning at a
time when social issues have become more relevant
and critical.
MARKETINGMEMO
The MarketingConcept and Technology .
It is a mistake to think of technology as entirely autonomous, although it has
secured for itself a great deal of autonomy. And it is a mistake to think that the
technologicalsystem is self-justifying in its own terms. The present ecological crisis
and fundamentalrethinking of technology's role in the society of the future is the
prima facie illustrationof this point. We are going to abandon many technological
developments even though the existing technological order justifies their further
development. We are going to introduce many new technologies for which there
is no need in the existing technological system. And we are going to evolve and
invent many new forms of technological knowledge which are either unnecessaryor
simply go against the grain of the existing technological system. We are going to
do these things because we are in process of changing the nature of the dialogue
concerning the needs of society and the potentials of technology.
-Henryk Skolimowski, "Problems of
Truth in Technology,"Ingenor 8 (Winter,
1970/71, College of Engineering,
The University of Michigan), pp. 5-7,
41-46, at p. 42.
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