Social Marketing: Principles and Practice

by Rob Donovan and Nadine Henley

Reviewed by Karalee Evans from Just Another PR Blog

In this book, Rob and Nadine introduce and elucidate the principles of social marketing, and illustrate these principles with examples of practical application. Rather, social marketing is the application of the marketing concept, commercial marketing techniques, and other social change techniques to achieve individual behaviour changes and societal structural change.

You may have noticed that Another Advertising Wanker has lost its poo brown template and moved on to a much cleaner, easier to read magazine style. But hey, I’m not all about artificial here. How could I with thisboxhead? I have (or will) included some new features which should trap you within my web of self-indulgent opinions a little longer. These include…

It is fair to say that the National Rugby League hasn’t had the best year. However, it’s great to see that they have managed to end the year with a positive initiative to re- embrace their fans.

NRL.COM – NRL All Stars_1257818047195In September, the NRL announced that they were organising an exhibition game (they didn’t call it that but that’s what it is) between the Indigenous All Stars and the NRL All Stars to open the 2010 season. And like many fans, I thought it was a nice idea but one I couldn’t get too excited about. We constantly see sporting codes put on events like this as a novelty without much meaning. The AFL has the International Rules Football, cricket has their celebrity and has-been matches and boxing has John Hopoate. All are a bit of fun but fairly pointless.

Instead of going straight for the ‘why’, uncover the ‘who’, ‘what’, ‘when’, ‘where’ and ‘how’. The answers to these questions will likely lead to the ‘why’.

This story is courtesy of Katie Palmer from The Soup:
A man is speaking to a large conference. He takes the stage and says to the audience,
“Put your hand up if you have ever seen an ugly baby.”
Almost everyone in the audience raises their hand. He continues,
“Now, put your hand up if you have an ugly baby.”
No one in the audience raises their hand.
The moral? People are less likely to think negatively of something when they have been actively involved in its evolution.

I don’t know about you but I’ve been getting a little protective of my email lately. I’ve always been ruthless in removing junk which is filling up my inbox. However, my definition of ‘junk’ is changing. For me, junk has moved beyond unsolicitored mail and now includes duplicated or mass content.