Social Marketing for Reduction in Alcohol Use

By Sharma, Manoj; Kanekar, Amar | Journal of Alcohol & Drug Education, December 2007 | Go to article overview

Social Marketing for Reduction in Alcohol Use


Sharma, Manoj, Kanekar, Amar, Journal of Alcohol & Drug Education


Social marketing is the use of commercial marketing techniques to help in acquisition of a behavior that is beneficial for health of a target population (Weinreich, 1999). In other words, it is a program planning process that promotes the voluntary behavior of target audiences by offering the benefits they want, reducing the barriers they are concerned about and using persuasion to motivate their participation in program activity (Kotler, & Roberto, 1989).

The difference between social marketing and commercial marketing lies in the fact that social marketing promotes products, ideas or services for a voluntary behavior change among target members whereas in commercial marketing, a product or a service is traded for economic gains and the marketeer is not concerned about any healthy behavior change in the target audience. The 'marketing philosophy' states that people tend to adopt new behavior or ideas if they feel that something of value is exchanged between them and the social marketeer (Solomon, 1989). In the field of health, some important applications of social marketing have been for family planning, recruiting blood donors, infant mortality reduction by oral rehydration, and smoking prevention in adolescents (Andreasen, & Kotler, 2003).

Social Marketing has been used in reducing alcohol use. Social marketing was used in the University of Wisconsin's binge drinking prevention program (Brower, Ceglarek, & Crowley, 2001). The primary target population for this program was defined as those students who did not binge in high school but began to do so as college freshmen. Research showed that 'binge drinking' was a brand regularly "purchased" by majority of the students to fulfill needs such as belongingness in new environment, to assert independence from their previous life at home, to blow of steam at the end of the study week and to be comfortable in social settings. Alternative products to compete with this 'binge drinking' behavior were put in the market such as alcohol--free dance clubs, movies, and recreational sports. Print ad campaigns for promoting students to join various student organizations on the campus were also an integral part of this social marketing campaign (Brower, Ceglarek, & Crowley, 2001).

Another study done, again for 'binge drinking' in Arizona, where the intervention used was a campus wide media campaign based on normative social influence model and focusing on normative messages regarding binge drinking showed a 29.2% decrease in 'binge drinking' rates over a three-year period (Glider, Midyett, Mills-Novoa, Johannessen, & Collins, 2001). These two studies paint a useful picture of social marketing usage in changing the campus culture and norms and making the desired healthy behavior change among college students. But the important question to be asked here is whether and how much these 'norm' changing campaigns do work in reality. Two studies which tried to evaluate the use of social marketing campaign, one at University of Mississippi (Gomberg, Schneider, & Dejong, 2001) and one at the Cornell University (Campo et al., 2003) suggested that a mixed response emerges to this argument. Some of the important issues emerging out are measurement issues as most studies rely on ordinal measures that limit data analyses. There are also fewer studies which use control groups. If we look at the problem of binge drinking in a different but adjacent country to the United States such as Canada, it is seen that the problem is present on a huge scale across the campuses there too. A process evaluation study which used focus groups as their elements of participant feedback came to a conclusion that high-school students and post-secondary students should be the target members to educate about risks associated with binge-drinking and the preferred media channels would be television, posters in bars, universities and colleges and internet banners on websites frequented by students (Jack, Sangster, Beynon, Ciliska & Lewis, 2005). …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Social Marketing for Reduction in Alcohol Use
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.