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Social Marketing Influences Health Behavior

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Social marketing is a term widely used that influences health behavior. In social marketing, a wide range of communication strategies and the method of conveying the message are required for a leveled outreach. In terms of communication channels for health information, it has evolved in today’s world. One-way broadcasting of information has given way to a broad transactional model of communication. Although, social marking face challenges such as increased numbers and types of health issues competing for the public's attention which includes limitation of people's time; increased numbers and types of communication channels, including the internet. Thus, the broad approach is the most effective way to reach audiences about health issues. The basic elements of social marketing includes the six basic stages known as developing plans and strategies using behavioral theory; this may include marketing using a comedy show commercial, selecting communication channels and materials based on the required behavioral change and knowledge of the target audience; developing and pretesting materials, typically using qualitative methods; implementing the communication programmer; assessing effectiveness in terms of exposure and awareness of the audience, reactions to messages, and behavioral outcomes and refining the …show more content…

“Early anti-drug messages in the U.S sought to prevent, whereas the antismoking campaigns of the US Centers for Disease Control and Prevention and the American Legacy Foundation offered socially desirable lifestyle alternatives” (Douglas, 2006). The challenge for social marketing is how best to compete against product advertisers with bigger budgets and more ways to reach consumers. Cases like, promotions can be held at schools (early learning) by educating kids on the adverse effect of destructive

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Throughout the seventies smoking cigarettes was one of America’s favorite past times considering it was “cool” and “in fashion”. One of the biggest and popular cigarette brands of the time was Benson and Hedges, and their newest product branches were Benson and Hedges 100’s, the cigarettes being advertised. Advertising provides a direct line of communication to existing and prospective customers about a product or service. The purpose of advertising is to coerce customers to become aware of the product or service and to draw customers to a business.

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“The general public apparently believes subliminal advertising exists” (Broyles 393) however, what effects, if any, are there to the people that view them? There is a belief that companies can influence our behavior in life to the extent where they can, in part, remove the consumers ' choice in their purchases. The idea of advertising firms crafting advertisements with hidden messages that influence the audience to shop at stores, buy a certain product or even which foods we ingest is common in contemporary culture. David Zinczenko addresses many concerns about the marketing and health impacts of the fast food industry in his article, “Don’t Blame the Eater”. Zinczenko says is directly, “Fast-Food companies are marketing to children a product

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How Advertising is Leading Kids to Make Poor Choices Currently, the average American child today is exposed to an estimated 40,000 television commercials a year, over 100 a day. Advertisers try to expose children and teens to as much advertising as possible, this is to get children and teens to want to buy their products. Another factor is that advertisers use different techniques to get kids to buy their products, these techniques include bandwagon, transfer, avant-garde, facts and figures, and testimonials. Yet, children don’t realize they are being subjected to these techniques and with all the advertisements that kids are being exposed to today, these advertisements are leading kids to make poor choices. “Television, radio, cable, and

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This was not a new business, but in the increasingly competitive marketplace, manufacturers looked to more aggressive advertising campaigns (Young). Advertising capitalized on people's hopes and fears to sell more and more goods. One major trend of the decade was to use pop psychology methods to convince Americans that the product was needed (Green). The classic example was the campaign for Listerine. Using a seldom heard term for bad breath, halitosis, Listerine convinced thousands of Americans to buy their product.

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Advertising companies use many different techniques in persuading an audience. It is important for advertising companies to use the three main strategies--ethos, pathos, and logos--to effectively deliver a message which informs a targeted audience. The Centers for Disease Control (CDC) has an advertising campaign that effectively promotes the influenza (flu) vaccine. One of these campaigns, "Make It Your Business to Fight the Flu" effectively targets the audience of business people and employers by discussing how it is important to fight the flu when working in the business industry. Ethos, or the use of credibility, is a very important component of a persuading advertisement.

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(Wikipedia) The campaign is mixed messages of self-esteem with its typically moral depictions of the social stigma attached to drug use and encouraged all citizen especially youth to avoid drugs. The public service campaign imagery utilized by the Partnership for a Drug-Free America, is intended as a positive reinforcement for children who live in a nation with a severe drug problem. The campaign introduced a series of television commercials, aimed at inner-city youth. These messages take a strikingly different approach than the forceful tactics that was popular during the Reagan’s just say no era.

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Kids can be taught that what’s on an ad isn’t necessarily what they need.” At the end, marketers must maintain an appropriate structure or strategy without using people in a bad way. If it’s possible for a child being obsessed with a toy and food box, then it’s possible for him to like a sweet fruit box with an interesting book or comics, magazines etc. if we can support or teach them. We must accept that healthy food, exercising, protecting environment, enjoying beautiful sides of life, even choosing the best music or watching the proper advertisement - they are the best solutions for a good future even though they may be hard for some people to adapt.

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10 Apr. 2017. The author, Sarah Boseley is a health editor for “The Guardian News and Media”. This article is primarily intended for people who have children. This article displays the ongoing battle that parents are going through to fight child obesity with advertisers promoting unhealthy drinks and foods to children through online games, Facebook, and television ads, although, programs that are mostly watched by children; advertisers are banned from promoting unhealthy foods and drinks.

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This is actually the kind of new form of marketing typically based on the efforts to create content that will attract the attention and will encourage the readers to share it across their social networks, which will bring both possibilities and challenges. The use of models and theories which are traditional has also challenged by the ever-evolving field of social media. Due to the fact of the global companies are changing their marketing towards social media marketing rather than traditional forms of marketing. Sainsbury’s also using the social media as part of their marketing strategy to attract and to increase loyalty of the

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