Fall+2008+Section+08-PJ+Week+8

=Class Discussion For Week 8= Black Tunas... No! It's "Pumas" dammit!  **Public Sector & Social Marketing**   Destination Marketing: Plog (1974), psychographic personality types – spectrum to which people are adventurous

The Plog Categories can be translated into destination people tend to travel based on their personality types.  

Another take on psychographic marketing. http://www.northcrossing.com/PsychographicMarketing.html

 **Marketing NYC**

NYC & Company, the official marketing and tourism organization for New York City, is the leading source for information on New York City travel and NYC events, including Restaurant Week, deals and promotions and things to do in NYC. In addition, NYC & Company provides meeting planning information, tips for the travel professional and New York press contacts.

http://nycvisit.com/

Here is a great article from Harvard Business School. It raises some great points about appealing to customer needs and the lack of choices offered by bipartisan politics. http://discussionleader.hbsp.com/quelch/2008/01/how_political_marketing_can_le.html

 **Social Marketing** A process promoting voluntary behavior change for social good. 1) offer benefits 2) reduce barriers 3) persuade (not merely inform) Deals with changing behaviors


 * American Legacy: Beyond the Truth Campaign **

The American Legacy Foundation is an example of Social Marketing. American Legacy's mission statement: "Building a world where young people reject tobacco and anyone can quit." Their current Truth campaign complements their mission. The website states that "[t]he campaign exposes the tactics of the tobacco industry, the truth about addiction, and the health effects and social consequences of smoking. It doesn't preach. It doesn't judge instead it works by allowing teens to make their own informed choices about tobacco use." The foundation continues to spread their message through various promotional channels and social networks such as Facebook, MySpace, etc.

Additional Social Marketing P's: 1 - Public: external and internal groups within the program. Includes target audience, policymakers, people who fund the program, etc. 2 - Partnership: working with other social marketers to make a greater impact. A partnership between the Red campaign for AIDS in Africa and Oprah for example. 3 - Policy: making a change in policy to allow social marketers to have greater influence. The truth campaign and the tobacco industry. 4 - Purse Strings: where is the money coming from? Grants, donations, charity drives, etc. For more info on this go to: http://www.social-marketing.com/Whatis.html



Examples of vintage Cigarette advertising:

 Persuasion:  **Social Marketing for Obesity Prevention:** In the documentary, //Super Size Me//, Morgan Spurlock uses the social marketing concept in hopes of achieving awareness that will change society's way of thinking and ultimately change behavior. As a result of his 30-day experiment, Morgan went from a healthy, fit guy, to an overweight, unhealthy guy that was experiencing heart palpatations, depression, sexual dysfunction and liver damage. Seeing it definitely makes you think before you eat fast food.

Safe Sax is a Portland based company that takes the condom from its hiding place behind the drugstore counter or otherwise out of sight, and thrusts it into public view in the form of colorful purses, tote bags and makeup bags. Safe Sax offers a new twist on the same old boring purse or bag. With color and creativity, and yes, condoms, they have created products that are fun, funky, fresh and make people stop in their tracks. Partial proceeds from the sale of our products go to non-profit organizations aligned with AIDS prevention and education. Safe Sax wants their products to be talked about. They want people to discuss the use of condoms as a means of reducing the transmission of AIDs and STDs. They want people to feel comfortable with expressing themselves in any fashion sense. But theyy also want people to have fun with their products.
 * Social Marketing to promote Safe Sex:**




 * Social Media to prevent Drunk Driving:**



Above is one of a new series of posters created for [|MADD Canada] by their marketing agency partner, [|Calder Bateman Communications], to promote the organization's anti-drunk-driving message. The posters feature one of three vehicles, each of which has a busted-up windshield and leaves long skidmarks in its wake. The cars themselves are intact when the posters are completely flat, but when they're taped up against a static object like the towel dispenser shown, the message becomes abundantly clear. When you crumple the bottom part of the poster, the car looks like a real wreck. It's a simple, brilliant, and attention-getting way to communicate just how irresponsible and dangerous it is to get behind the wheel after you've been drinking.

Cialdini’s Six Weapons: reciprocation, commitment and consistency, social proof, authority, liking, and scarcity