Social and Political Marketing Campaign - Essay Example

< Social And Political Marketing Campaign> by Abstract Social and political marketing campaign is similar to the commercial marketing. For this case, the society at large gets benefited out of it. Mass involvement is the strength of these initiatives and the overall mental resistance towards something is the main weakness of such campaigns. Introduction Social marketing is used to influence the mass about some social, political, environmental or health related issue. Like the other commercial marketing initiates, social marketing is also done to change the mind of targeted audience in favour of some certain things. It is done to communicate with public and help them to build their opinion. During 1970s social marketing started as a discipline for the first time. Kotler et al. argued that the similar marketing philosophy that was being used to sell products to customers can be used to "sell" behavioural attitudes and ideas. The dissimilarity is that, in commercial marketing the advantage goes to the marketers only, but in social marketing the entire society at large gets the benefit of behavioural changes. The implementation of marketing strategies in the field of politics is a comparatively new concept, argued, O’Shaughnessy (2002). Most of the political actors are not expert in marketing techniques. That is why the help of professional public realtor or marketers are taken. All the political parties need to get votes from public to win the electoral battle. So, a positive image and a favourable opinion have to be created in the mind of public. As it is also a mass opinion building process, the social marketing principle is used to do political marketing campaigns. Wilson and Gilligan (2005, p.189) state ‘The proliferation of Internet sites, for example, has enabled groups of consumers to publicize instantaneous and often highly critical reviews of new products, services or films that can be far more influential than the formal advertising campaigns. However, from the company’s point of view, improving technology and growing consumer sophistication also enable them to become smarter. New advertising channels, such as Internet sites, video screens at supermarket checkouts and interactive television all enable suppliers to find more willing buyers. Companies are also becoming better at stimulating a street ‘buzz’ about their products by influencing select opinion formers, rather than by focusing largely upon mass advertising hype. Amongst those to have done this are companies such as Disney, Apple, Virgin, and Starbucks, all of which have caught the Zeitgeist and created innovative means such as viral marketing to deliver their message to new consumers.’ Like in other marketing cases the basis steps of market research are followed here as well. Generally these marketing questions are answered such as what is the public demand, what changes consumers need, how to deliver their requirement and who will be the targeted audience. In case of political and social marketing, branding can also be used to get betters result. Keller (1998) argued that if a brand is attached with the concept and it gets marketing support then a certain level of understanding becomes linked to a group of consumers’ minds. It helps people to identify and memories the campaign. That is why in the case of social and political marketing, symbols, logos and slogans are being used. The traditional 4Ps of marketing also exist in social marketing in a different way. Here the product may be tangible or intangible such as health check up, or environment etc. Here price means what the targeted audience or consumers need to do. The price can also be intangible such as facing embarrassment, risk or disapproval. Place denotes the way by which the idea is conveyed to customers. Promotion can be done in many ways such as public relation entertainment or regular advertisements. Case Studies Barrack Obama’s ‘Hope and Change’ Campaign in the US For the 2008 Presidential election in the US, the current president Obama won the election. He was the first from African American community to win the US presidential election. The objective of the movement was to bring changes in the political situation in the country. Strengths: It is true that, the movement successfully convinced the common people of the US that, if Barack Obama brings the political change, the future will be hopeful for all. Kloppenberg (2010) explained that, the writings and speeches and ideas of Obama about American progressives, female and male, black and white, made him one of the most penetrating political thinkers. Generally media play a major role for political opinion development. Savigny (2007) explained that the media and political parties are involved in their own way and management-based marketing methods in politics are practiced. In this case the political marketers correctly influenced and used media in favour of the movement. Not only among Americans only, was the campaign able to create a favourable image of Obama among the global thinkers. Citizens from other countries also wanted Obama to win as it was a revolutionary step. Weaknesses: It was alleged that to some extent the movement was hyped .The major drawback of the movement that Obama failed to keep his all commitments. Many people are there who are not satisfied with the performance of Obama. They are going against of the movement. For instance, Au (2009) examined the speeches of Obama and his educational policy after coming into power. The author mentioned that, the election of Obama as a moment of possibility for change in education in American. But the researcher was doubtful that whether Obama’s hopeful communications about education will be completely realized or not. He asked individuals to build a movement for educational justice to achieve equitable education, which was the vision of Obama. The Common Sense Revolution in Canada From 1995 to 2002, Mike Harris, from the Progressive Conservative premier of the Canadian province made the slogan popular. It was basically advocated Singapore model of economics, which reduces tax liability of public by decreasing the function of the government. The demand of the campaign was basically related to economy and tax reduction related. However, Harris and the PC won the election in 1999 with a prominent majority with the help of fundamental promises like lowering taxes and reduction in the number of heads on welfare. The party managed to get 80 seats out of 130 seats. Strengths: Financial issues, tax liability and job creation are always very close issues to people, especially for the working class population. Success of each and every movement or campaign depends on the connectivity of the issues to public. In this case people easily related the issue in their life. The three key arguments were Scrap the Quota Law (Affirmative Action), Work for Welfare, and Tax Cuts for Jobs. Herd (2002) argued that the revolution essentiality a work-first program. It focused on attracting participants to get local jobs Weaknesses: Allegedly it was said that the movement was too aggrieve. After coming in power Harris wanted to implement exactly what he was committed. Ignoring all controversies he reduced income tax and brought al low as 30%. Spending was also reduced in low priority areas. Apart from healthcare sector, expenditure was constrained. The dramatic welfare reform put Harris’s successor in a deficit of $ 5 billion. It was accused that it took place because of such drastic tax cut. However Harris resigned in 2002 as premier. ‘Stop Violence against Women’ in Australia White Ribbon movement is the largest men led movement for stopping ‘Violence against Women’ by men in Australia. White Ribbon started in Australia in 2003 as chapter of UNIFEM (now UN Women), but it formally became a Foundation in 2007. Strengths: One of the main strength of the movement was that, thought the movement was for women but unlike many feminist movement it was led by men. It was men who were being accused of doing violence against women. If men decide to stop violence, the probability of getting success of the movement increases. It is another good part that, the movement got formal support from many organizations. The primary weakness of the movement is that it demands behavioural change and change in perspective. It becomes very difficult to introduce attitudinal changes in the society, especially for the phenomena, which is commonly accepted by the society. Donovan (2005) argued that it was identified by researchers that violence takes place due to ill mental health. So mental health was made a priority and organizations took up a program for the progress of activity relevant to the promotion of mental health and wellbeing. It got good slogans such as one man can give his son good foundation by treating his mother with respect. Weaknesses: It is extremely difficult to make people come out from what is practiced for years and to some extent socially accepted. It needs one to one counselling and convinces people to stop from doing domestic violence. Any campaign or movement lack one to one communication. The unequal power distribution between men and women is the constraint to stop violence. Ellesberg et a. ((2001) argued that the response of women towards the violence from intimate partner is also a constraint to eradicate the social problem from the world. Anti Drug Campaign in South Africa With the basic objective of was let not drugs control anybody’s life. The Anti Drug Campaign started in 2007 in South Africa. Strengths: It was getting popular with the primary objective that drugs must not control a person’s life and the entire community. Well known international organizations such as UNODC also supported the campaign. Luty (2007) admitted the addiction is also a kind of mental illness. To counter it, social inclusion was adopted as the instrument. Varity of stake holders such as health agencies, councilors have came together for the mind changing campaign. They have the expertise in how to tackle stigma. Weaknesses: It needs a lot of social awareness to stop a person from getting addicted to drugs. Many African countries including South Africa fall under the high addiction zone. According to psychologists an addict person is generally become committed to the addiction and very reluctant to listen anything against it. Niekerk (2011) admitted that the world is losing war against drug. He also mentioned that anti drug policy has very limited effect on the overall stage of drug usage. Conclusion The social and political marketing is also similar to commercial marketing. Communication, convincing, opinion building and change of mind among the mass or society are the key for social marketing. Social inclusion and community mind development is very important for social marketing. Symbols, Logos and slogans are required to brand the campaign, so that people can connect it easily. If the above discussed social marketing campaign, such as Barack Obama’s Hope and change, Common Sense revolution in Canada, are considered involving mass is very important. The strength of these campaigns is that it addressed the requirement of the society. It may be change in racism attitude or reduction in tax structure. The main weaknesses of the social campaign such as stopping violence against women or anti drug addiction campaign is the social acceptance towards these kind mental illness and difficulties to come out from the existing stage. Reference List Donovan, RJ, Vlais, R. (2005), VicHealth Review of Communication Components of Social Marketing/Public Education Campaigns Focusing on Violence against Women. Victorian Health Promotion Foundation, Melbourne. Available at http://www.vichealth.vic.gov.au/~/media/ProgramsandProjects/DiscriminationandViolence/ViolenceAgainstWomen/CAS_Paper2_SocialMarketing.ashx, Retrieved on April 25, 2014 Ellesberg et al. (2001), Womens strategic responses to violence in Nicaragua, available at, http://jech.bmj.com/content/55/8/547.full, retrieved on April 25, 2014 Herd Dean (2002), Rhetoric and Retrenchment: ‘Common Sense’ Welfare Reform in Ontario, available at, http://www.socialwork.utoronto.ca/Assets/Social+Work+Digital+Assets/SANE/Rhetoric+and+Retrenchment.pdf, retrieved on April 25, 2014 Keller, Kevin Lane (1998), Strategic Brand Management, available at http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=7887, retrieved on April 25, 2014 Kloppenberg James T, (2010), Reading Obama: Dreams, Hope, and the American Political Tradition, available at, http://scholar.harvard.edu/jameskloppenberg/publications/reading-obama-dreams-hope-and-american-political-tradition, retrieved on April 26, 2014 Kotler P and Zaltman G, (1971) Social marketing, an approach to planned social change, available at http://faculty.mu.edu.sa/public/uploads/1358239148.7214Kotler-Zaltman.pdf, retrieved on April 25, 2014 "Legislative Assembly of Ontario. Hansard. Friday, 4 April 1997, volume H". Ontla.on.ca. Retrieved on April 25, 2014 Luty Jason (2007), Effectiveness of Changing Minds campaign fact sheets in reducing stigmatised attitudes towards mental illness, available at http://pb.rcpsych.org/content/31/10/377.full, Retrieved on April 25, 2014 Niekerk Van, (2011), At what cost? The futility of the war on drugs in South Africa, South African Medical Journal, February 2011, Vol. 101, No. 2 SAMJ, Page 2) O’Shaughnessy, N. J, (2002), “The Marketing of Political Marketing”, the Idea of Political Marketing, Praeger, Westport, pp. 209-220 Savigny, H. (2007) ‘Focus Groups and Political Marketing: Science and Democracy as Axiomatic’, British Journal of Politics & International Relations, 9 (1), 122–37. Wayne, Au (2009). Obama, Where Art Thou? Hoping for Change in U.S. Education Policy, available at, http://her.hepg.org/content/2qp374u658v11770/, Retrieved on April 26, 2014 Wilson, Richard M.S. and Gilligan, Colin (2005). 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