Which concept uses marketing techniques to promote social good, such as public health campaigns?

• A. Social Marketing
• B. Social Media Marketing
• C. Charity Marketing
• D. Corporate Marketing

Answer: (A)

Applying marketing techniques to encourage positive social change is what social marketing is all about. It treats a social issue as a market and uses audience research, segmentation, and a tailored mix of product, price, place, and promotion to influence voluntary behavior for the public good. Campaigns aimed at public health, safety, or environmental goals use messages and channels designed to make the healthier or safer choice easier and more appealing, not to sell a product. This distinguishes it from other forms of marketing that focus on selling goods or services for a business or raising funds for a charity. So promoting social good like public health campaigns is a textbook example of social marketing.