ISPRA

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• ISPRA
• 7 ?????? 2006

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Outline

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Social Marketing (SM)

• SM is the application of commercial marketing
  technologies to the analysis planning, execution,
  and evaluation of programmes
• It is designed to influence the voluntary
  behaviour of target audiences in order to improve
  their personal welfare and that of the society of
  which they are part (Andreasen, 1994)

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Jurisdiction disputes

• Kotler and Andreasen (1996) Public relations
  seeks to influence attitudes, whereas marketing
  tries to influence specific behaviours, such as
  purchasing, joining, voting, donating, and so on
• PR is organisation-centred instead of
  audience-centred
• PR relies on communication approaches raising
  awareness and influencing attitudes
• Behavior change v. behavior influence

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