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1. Introduction
2. Prologue
3. Change is in the air
4. Foreign policy
5. Global warming
6. WWF data on ecological footprint (1)
7. WWF data on ecological footprint (2)
8. Health inequalities
9. Health inequalities - illustration (1)
10. Health inequalities - illustration (2)
11. Hurricane Katrina as an example
12. Post Katrina situation
13. Where can we look for ideas?
14. Brands that get through to poor communities
15. Three initial ideas
16. Talk outline - marketing: some basic principles
17. Basic principles - what is marketing?
18. What does this tell us about marketing?
19. Marketing - means of influencing human behaviour
20. The importance of human behaviour
21. What is social marketing?
22. Brands influence behavior
23. Brands influenc our smoking, drinking and diet
24. Learning from commerce
25. Example from the film Thank you for Smoking
26. New Way Tobacco - a fictional presentation
27. The power of marketing
28. Structure of presentation
29. NWT successes (1)
30. NWT successes (2)
31. NWT methods
32. NWT methods - the consumer
33. NWT methods - young people
34. Appealing to young people
35. The need
36. Four key strategies
37. Promotion
38. Promotion - sponsorship
39. Place
40. Price
41. Product
42. Branding (1)
43. Branding (2)
44. Example: Marlboro advertisement
45. Our icons provide food for the soul and body
46. Example: cigarettes ad from the Phillipines
47. Conclusions of fictional presentation
48. Lessons of fictional presentation
49. One other key marketing lesson of presentation
50. Competitive analysis
51. Competitive analysis - a role play (1)
52. Competitive analysis - a role play (2)
53. So where have we got to?
54. Practical exploration of marketing
55. HIV and safer sex
56. Consumer orientation not always easy to achieve
57. Context matters; Marketing takes time
58. Relationship marketing
59. Benefits for commerce
60. Benefits for us
61. The importance of a plan
62. I love it when a plan comes together...
63. The process of building a social marketing plan
64. The importance of research
65. Social marketing planning summary
66. Social marketing planning and research
67. Towards a social marketing manifesto
68. Manifesto (1)
69. Manifesto (2)
70. Manifesto (3)
71. Final word

Topics Covered

• Change is in the air
• Global warming
• Basic principles of marketing
• Learning from commerce: why should the devil have all the best tunes?
• Competitive analysis
• Putting it into practice
• Relationship marketing
• Social marketing planning
• Manifesto

Links

Series:

• Nonprofit and Voluntary Sector Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on September 29, 2009