Mediaboss Marketing

capital formation and other social problems. The development strategies so far adopted resulted in degradation

in social, cultural, environmental and health care, so the need of application of social marketing principles is felt

urgently enrich the life Indian citizen. A research study has included that the industrial units situated in

Champur. Mumbai, emit more than 111 tonnes of hazardous carbon dioxide daily. According to observation of

Centre of Science Environment, Delhi, of the total water reservoir in India, more than 70% water is polluted.

The NEERI (National Environmental Engineering Institute, Nagpur) has shown that ill-habits of people result in

60% water pollution while industrialisation is responsible for 40% water pollution in India. Due to consumption

of polluted water more than 15 lakh children die of diarrhoea per year.5 The major aluminium corporate in

Orissa are damaging environment and are responsible for displacement of more than 2000 tribal families.6

Out of 3119 cities in India, only 209 cities are having sewage water treatment plants. The river Yamuna gets

daily 2 crore litre untreated water. Calcutta and Mumbai have noise above 80 decibels. Bhopal gas Tragedy

(1984) look victim of more than 2500 citizens, more than 40000 were handicapped and blind and still are

suffering from various diseases. Ozone layer has been depleting because of pollution agents like chlorofluoro

carbon and methyl chloroform emitted by cold storages, refrigerators and greed houses. Due to this we

experience hot waves having intensity of 45 to 500c in our country. The worst oil spill during the 1991 gulf war

killed thousands of sea birds, fish and other aquatic lives. Deforestation is not only ruining environment but

causing economic loss of Rs. 2.30 billions per year India. In Agra city, the pollution created by industries is

ruining the beauty of the world famous Taj Mahal.

Deforestation in India is going on at a fast speed, running valuable flora and fauna coupled with

irreparable loss to soil to soil. So the need of the hour is to protect environment from further loss. Business

organisations, marketers, Govt. Organisation and NGOs, social organisations must apply principles of social

marketing to achieve their respective goals coupled with the goal of enrichmental, cultural and health facilitates.

In India social marketing principles are being used for achieving business as well as health care, population

control, adult education etc. Still social marketing has a long to go in a developing country like India.

VI. PROSPECTS FOR SOCIAL MARKETING

In the 21st Century Social Marketing principles could certainly benefit the organisation (i.e. social,

educational, health, political and business), the consumers and change the socio-economic and an environmental

system, Information Technology has made communication systems very dynamic, interactive and effective. So

the whole world has become a Global Village.

In the world of Marshal Goldsmith new technologies, new organisations and the rise of global village

will have a propound effect on our sense of community in the years ahead. Two trends stand out: the explosion

of our potential to communicate instantaneously and massively across the globe and, closely aligned with our

ability to create communities of our choice8. In future social marketers will have to adopt information

technology to build rapport with target groups, gaining support of the masses to social reform campaigns, health

promotion campaigns and creating awareness regarding environment protection for themselves and future

generations.

CONCLUSION:

Social marketing is being applied the world over and India is no exception. This concept has altered the

traditional concept of marketing. Society oriented development strategy can be helpful in overcoming the

serious problems like pollutions explosion, ecological imbalance, world over poverty, imbalanced development

and meeting the basic needs e.g. drinking water, food and shelter, education and health care. Social marketing

can be applied in any sphere of life and can help in enriching the life of human being and care for safety of the

universe. The explosion of information technology made communication very dynamic. The leaders of social

change will have to adopt information technology for communication is interacting and confidence building

among masses.

Let us hope that Indian development policies have the essence of social principles linked with non-

pollution and ecology in the interest of present and future generations.

References:

1. http/www.hc.gc.ca/bppb/social marketing/sm.html-9/10/01.

2. Kotler p & Zeltman G. Social Marketing: An Approach to planned social change, Journal of Marketing (1971),35,

3 -12.

3. Andreasen A.R. Marketing social change: Changing behaviour to promote health, social development, and the

Environment 1995, San Francisco: Jossy Bass.

4. Dr. Mrs. Laturkar V.N. Social Marketing A Holistic concept of management, Indian Journal of Marketing, vol.

XXXI, June, 2001, P.No. 14.

5. Prof. Rane Sunil, Environment Science Vyanktesh Publication Latur, 1996 P.No.36.

6. Das vidya,mining Bauxite maiming people-Economical & political weekly, vol.XXXVI -28 June 2001,

P.No.2613.

7. Chocked Existence Rashtriya Sahara , Jan, 1998, P.No. 145-146.

8. Goldsmith M, Global Commuications and Community of choice, The community of future, 1998, San

Francisco:Jossey Bass, P.No. 101-114.

Indian Journal of Marketing 18

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(PDF) Social Marketing - Share and discover research

Social marketing theory is a theory of mass communication that promotes socially valuable information and socially accepted behaviors. It tries to integrate marketing ideas, principles, tools, techniques and socially beneficial concepts to promote communication and benefit society.

The theory emerged in 1970s when marketing techniques were realized to sell ideas, attitudes and behaviors rather than products and includes the concept of Edutainment (Education and Entertainment). The theory was proposed by Philip Kotler and Gerald Zaltman which is now being used by social and welfare organizations. Social marketing is not social media marketing.

[Related Reading: Effective Communication]

Social Marketing Theory is a framework that is helpful in planning, designing, implementing and evaluating social campaigns with information sharing as its major objective. It uses creativity, rather than depending on public service announcements, like in the past for giving out information. Information is packaged and distributed following a plan so that maximum sharing and outcome is possible.

Social marketing tries to understand social and psychological factors which bring resistance to change in society. It increases acceptability, response and practice of any social idea for target group.Techniques of marketing like market segmentation, exchange theory and consumer research are used extensively. Social intervention is the main objective of social marketing.

There are two types of social marketing: Operational social marketing and strategic social marketing. Operational social marketing is used to change behavior, whereas strategic social marketing is used to form new policies and development strategies.

There are 4 major components of social marketing which is also used as techniques known as 4 Ps of social marketing. They are:

Target population is encouraged to buy or use socially needed products like family planning, clean drinking water, saving and credit organizations, nutritional foods, organic farming, etc. Sustainable products which benefit the society are the goal of social marketing. The product must have a place in the society. The product can be tangible like physical things or non-tangible like services and practices.

Price in social marketing can be monetary or non-monetary. Monetary price is the price to buy the product which might help the population. Non-monetary price is the psychological and social costs like changing a habit, time or effort. If the price is minimum, the change is more profound.

The place is where the target population in need can be found. It is where the social marketing will be the most productive. It is the product distribution site, where the implemented changes will take place or the place where the product is available. The campaign is successful if the place is easily accessible.

The social marketing is done for the promotion of the product or habit. It is the way in which the information is provided. The tools and techniques used to make it effective are many, including advertisements, using charts, documentaries, etc. along with public relations, media advocacy, entertainment, etc. It takes creativity to promote in a better way.

Positioning is not sometimes taken as a component of social marketing but is used as a technique. It is an image of anything that is created by the campaign. It is the socio-psychological aspect of the product which is promoted with consumer needs, empirical evidences and objective setting. Other components are public, partnership, policy, etc.

Public is the target audience as well as other stakeholders. Partnership between different similar agencies or the community also helps in social marketing. Similarly, change does not happen unless there is policy changes and other changes in the administrative levels. Another component is the funds that is needed to conduct the whole process of social marketing.

A particular group of population which is in most need of particular product or awareness must be first analyzed to have a social change. The audience is analyzed in preproduction as well as production phase. Similarly, a group also has various subgroups that must also be analyzed by breaking them down which is known as audience segmentation. Existing community agencies must be used. The first step to social marketing is identifying the target population.

Though the social marketing is not effective sometimes to change behavior patterns of people, at least they provide awareness. People get to know the alternatives that they can adopt so that they are benefited in the future. When different channels are used to create awareness, people come to know about new things. Awareness is the first step to change.

The message in social marketing is creative and interesting. This way, the message is not forgotten for a long time easily. The message is reinforced repeatedly and the message is taken as credible by the target group. Education and entertainment is provided as a package. People pay attention as well as get informed at the same time. For example, a street drama is not easily forgotten. Images are used to increase interest and get attention.

The information should be so interesting and unforgettable, that people do not take the social marketing process to be a learning process but as entertainment. When this kind of information reaches the intended target group, desired outcome is achieved as the message gets ingrained in the brain of the audience.

Social marketing is used for promoting tangible things like oral contraceptives or just non tangible awareness like concept of family planning among a particular target group which is in need as a social campaign.

Other types of social marketing done are oral rehydration, immunizations, smoking health hazards, nutritious diet, use of helmet in driving, slow driving, following traffic rules, use of phones while driving, HIV and drug use, cardiovascular diseases, other communicable diseases, sanitation, environment pollution, corruption, etc.

In US, National High Blood Pressure Education Programs and Stanford University used the concept of social marketing effectively in 1980s to show the risks of cardiovascular problems. Similarly, another example is Victoria Cancer Council of Australia using social marketing to conduct anti-tobacco campaign in 1988.

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Social Marketing Theory - Businesstopia

If anybody thinks Bernie Sanders is incapable of doing politics, they havent seen him in Congress for 30 years, said Tad Devine, Mr. Sanderss longtime strategist, who is not working for his campaign this year. The guy is trying to win this time.

But such outreach matters little to many Democrats, especially donors and party officials, who are growing more alarmed about Mr. Sanderss candidacy.

Mr. Brock, who supported Mrs. Clintons past presidential bids, said the Bernie question comes up in every fund-raising meeting I do. Steven Rattner, a major Democratic Party donor, said the topic was discussed endlessly in his orbit, and among Democratic leaders it was becoming hard to block out.

It has gone from being a low hum to a rumble, said Susan Swecker, the chairwoman of Virginias Democratic Party.

Howard Wolfson, who spent months immersed in Democratic polling and focus groups on behalf of former Mayor Michael R. Bloomberg of New York, had a blunt message for Sanders skeptics: People underestimate the possibility of him becoming the nominee at their own peril.

The discussion about Mr. Sanders has to date been largely confined to private settings because like establishment Republicans in 2016 Democrats are uneasy about elevating him or alienating his supporters.

The matter of What To Do About Bernie and the larger imperative of party unity has, for example, hovered over a series of previously undisclosed Democratic dinners in New York and Washington organized by the longtime party financier Bernard Schwartz. The gatherings have included scores from the moderate or center-left wing of the party, including Speaker Nancy Pelosi of California; Senator Chuck Schumer of New York, the minority leader; former Gov. Terry McAuliffe of Virginia; Mayor Pete Buttigieg of South Bend, Ind., himself a presidential candidate; and the president of the Center for American Progress, Neera Tanden.

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Stop Sanders Democrats Are Agonizing Over His Momentum

President Trump is making a 2020 prediction about who his opponent will be in the race to come. Veuer's Nick Cardona has that story. Buzz60

WASHINGTON President Donald Trump, who has yet to release his tax returns, went after Sen. Bernie Sanders on Tuesday night after the 2020 Democratic presidential challenger released returns that showed him to be a millionaire.

In a series of tweets, Trump first attacked Sanders and later predicted that the democratic socialist, along with former Vice President Joe Biden, would emerge as the two "finalists" against him in the 2020 election. Biden has yet to officially enter the race

"I believe it will be Crazy Bernie Sanders vs. Sleepy Joe Biden as the two finalists to run against maybe the best Economy in the history of our Country (and MANY other great things)!" Trump wrote on Twitter. "I look forward to facing whoever it may be. May God Rest Their Soul!"

It's not the first time Trump has chimed in on the crowded field of Democrats who have entered the race for the White House in 2020. He's attacked Biden's physicalcontacts with supporters, Sen. Elizabeth Warren's heritageand Beto O'Rourke's hand movements while talking.

More: Who is running for president in 2020? An interactive guide

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This was, however, the first time the president has weighed in on a challenger's tax returns.

Sen. Bernie Sanders, I-Vt.(Photo: Steven Senne/AP)

"Bernie Sanders and wife should pay the Pre-Trump Taxes on their almost $600,000 in income," Trump wrote on Twitter. "He is always complaining about these big TAX CUTS, except when it benefits him. They made a fortune off of Trump, but so did everyone else - and thats a good thing, not a bad thing!"

On Monday,Sandersreleased 10 years of tax returns that revealedhe and hiswife, Jane, earned more than $550,000 in 2018,including $133,000 in income from his Senate salary, and $391,000in sales of his book, "Our Revolution: A Future to Believe In."

The filings also show he raked in more than $1 million in both 2016 and 2017.

The documents show that Sanders, who throughout his career has called for an economy and government that works for everyone and not just the 1 percent, is among the top 1 percent of earners in the U.S. According to the liberal-leaning Economic Policy Institute, families in the U.S. earning $421,926 or more a year are part of this group.

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After Trump's tweets, some on social media pointed out that Trump has yet to release his tax returns, going against decades of presidents who have made it a traditional act of transparency. The president has claimed he hasn't allowed the public to see his finances becausehe is under audit.

"How much did you pay in taxes @realDonaldTrump?" Richard Painter, a former White House ethics lawyer under President Barack Obama, wrote on Twitter. "Show us the tax returns. Its time to put up or shut up."

Contributing: Associated Press

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Donald Trump attacks Bernie Sanders' tax returns on Twitter

Donald J. Trump has referred to China as our enemy. He has called it a major threat. Remember, he once wrote on Twitter, China is not a friend of the United States!

Some people in China have their own label for the polarizing American president: savior.

At dinner tables, in social media chats and in discreet conversations, some of the countrys intellectual and business elite are half-jokingly, half-seriously cheering on the leader who has built a large part of his political career on China-bashing.

Only Trump can save China, goes one quip. Others call him the chief pressure officer of Chinas reform and opening.

Their semi-serious praise reflects the deepening despair among those in China who fear their country is on the wrong track. An aggressive outsider like President Trump, according to this thinking, can help China find its way again.

The Communist Party has become more involved in business, the economy, public discourse and other elements of everyday life. Many of these elite fear that after 40 years of reform and opening up, China is retreating. To make matters worse, nobody at home appears willing or able to fight the trend. President Xi Jinping has become the countrys most powerful leader since Mao Zedong, hurting the chances that internal opposition can push back.

Then came Mr. Trump and his trade war. Among other demands, American negotiators are calling on China to play a smaller role in the countrys economy. They want the Chinese government to stop throwing money at state-controlled companies. They want lower trade barriers and a level playing field for private businesses.

That puts Mr. Trump, oddly, in sync with a number of Chinese intellectuals and business types. Should the Communist Party step back from the economy, their thinking goes, it might have to loosen its tight grip over the rest of society, too.

The trade war is a good thing, said Zhu Ning, an economist at Tsinghua University in Beijing. It gives us hope when were hopeless.

The various demands by the U.S. government could force us to carry on with the reforms, said Tao Jingzhou, a partner at the law firm Decherts Beijing office. Theres a Chinese saying that carrying out a reform is equivalent to a man cutting off his own arm, which is very hard. It might help if someone else forces you to do it.

Even some retired officials have said they believe that the trade war could have positive effects. Long Yongtu, who led the negotiations for Chinas entry into the World Trade Organization, said at a forum last month that trade friction could be a good thing.

It could be a healthy pressure that pushes China to move forward, he said.

The chances that Mr. Trump alone can change China's ways are exceedingly slim. The Communist Party risks looking weak if it agrees to too many of his demands. True reform would have to come from inside.

We cant count on the external force to save China, said Wang Gongquan, a billionaire liberal activist and former venture capitalist. He was among the first group of people who were detained or jailed after the party intensified the crackdown on dissent and civil disobedience six years ago.

Changes will only come, Mr. Wang added, when responsible people inside and outside the government push for it together.

Still, the hopes about Mr. Trump acknowledge the role the outside world has played in Chinas gradual opening over the past four decades. Since the end of the Cultural Revolution, the Communist Party has largely been a reluctant reformer, often pushed and lured by internal and external forces.

Even some in the Trump administration seem to be hoping that internal voices will speak up. In an interview with National Public Radio, Robert Lighthizer, Mr. Trumps top trade negotiator, was asked about the likelihood that the trade war would lead to changes in China.

You have to start with the proposition that there are people in China who believe that reform is a good idea, Mr. Lighthizer said. And you have to believe that those people are at a very senior level.

The challenge now will be to find those internal voices in a time when dissent can be quickly squelched.

Unfortunately, theres no force to be joined with in China, said Liu Suli, a liberal thinker and enthusiastic Trump supporter who founded an independent bookstore in Beijing. Theres only a pool of stagnant water.

The breadth of support for Mr. Trump in China isnt clear. Many business leaders dare not speak out for fear of angering the Communist Party.

The talk is hard to miss. The first time I heard the Only Trump can save China quip was a few months ago from a self-described apolitical tech entrepreneur in Guangdong Province in southern China. He complained about rising taxes and growing government interference in the economy. He was worried that if his start-up failed, he could end up on a newly created blacklist that would prevent him from taking flights and checking in at some hotels.

This image of Mr. Trump is often at odds with reality. Supporters of his who have long pushed China on human rights are cheering a president who wants to make it harder for migrants fleeing political persecution to find sanctuary in the United States. Its a strange disconnect to listen to graying activists educated free thinkers, some of whom have gone to prison for their ideals put their hopes in a man who openly admires autocrats and calls journalists the enemy of the people.

Optimists nevertheless point to signs that they say show Mr. Trump is having an impact. Facing both the trade war and a slowdown in growth that began in the middle of last year, Chinas leadership has embraced some modest liberalization. The government has promised to cut taxes, ease other burdens on the private sector and give markets a somewhat bigger role in the economy.

More market-oriented actions are being reconsidered or put back on the table, said Mr. Zhu, the Tsinghua economist. In this sense, the trade war is helping Chinas reform.

But theres little evidence that the leadership is easing its grip in a lasting way. The few business-friendly gestures are reactive rather than proactive. In other words, there hasnt been any fundamental change in the leaderships thinking. The party must control, as Mr. Xi has said, all tasks.

Some Chinese supporters of Mr. Trump, particularly dissidents or those living in exile, believe that he plans something bigger: regime change. Liu Junning, a pro-democracy dissident in Beijing, pointed to Vice President Mike Pences stern speech in October in which he accused China of numerous offenses over the years. Mr. Liu also pointed to Venezuela, where the Trump administration has pushed for new leadership.

In part, this group believes past presidents were too soft on Chinas Communist Party. But they also cite the patina of toughness that Mr. Trump accumulated in his pre-political days. Mr. Liu cited Mr. Trumps book The Art of the Deal and his reality TV show, The Apprentice.

Trumps approach is that he gives you a task and he expects you to get it done. Otherwise, youre fired, Mr. Liu said, alluding to the reality show. He can be very tough.

How tough he will be about fixing Chinas economy still isnt clear. In public comments, Mr. Trump has focused on getting China to buy more American goods. His advisers have said he will press for economic reforms, but any pledge by China to cut subsidies to state-owned companies or favored industries would be difficult to verify, much less enforce.

I dont think helping China to reform is Trumps main political goal, Mr. Zhu said. He may just want something to tweet about.

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Donald Trump, China Savior? Some Chinese Say Yes