Book contents
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
12 - Using media in social marketing
Published online by Cambridge University Press: 05 June 2012
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
Summary
The availability and types of media channels today have expanded substantially since the first edition of this book in 2003. However, in keeping (at least somewhat) with that old saying that the more things change, the more they stay the same, recent global award winning advertising campaigns have been characterised by an emphasis on what people are now calling ‘traditional’ media channels: commercial television; commercial radio; print; and ambient media (Dawson 2009; Lannon 2008). For example, the Dove campaign we noted in Chapter 9 used viral ads and the Internet, but its major impact was via television advertising and the numerous well placed billboards – that were picked up by and publicised even further in mainstream news media.
- Type
- Chapter
- Information
- Principles and Practice of Social MarketingAn International Perspective, pp. 320 - 363Publisher: Cambridge University PressPrint publication year: 2010