Explicating Social Marketing: What is it, and What isn't It?

Abstract

This paper briefly describes social marketing for the purpose of differentiating it from other forms of public health practice for which it is often mistaken, and was commissioned to provide a starting point for a conference on the role of social marketing in promoting physical activity and nutrition. To that end, definitions of social marketing are presented, differences between social marketing and educational approaches to behavioral influence are examined, and a brief set of key concepts are suggested. A clear understanding of the two approaches is important in helping program managers decide when, and how best, to use each approach. This paper was commissioned so that conference attendees (Charting the Course for Social Marketing to Promote Diet and Physical Activity, UC Davis, 2002) would have a common point of reference - to debate, to modify, or possibly to accept - with regard to the definition of social marketing. Providing a point of reference was also intended to ensure a productive discussion throughout the conference.