Social Marketing

Social Marketing

Question One                                                                                                      

The study achieves a level of balance in data collection and analysis through the application of both secondary and primary research techniques. The primary sources were well covered in that they consisted of both qualitative and quantitative information acquired attributed to the application of close and open-ended queries. The secondary sources were comprehensively covered as they involved at least four different analyses and this enhanced the accurateness and credibility of the conclusions and recommendations in the study. However, both methods were biased as they only accorded focus on one side of the study, the mothers (Cates et al. 2011).        Although the title suggests the study centralizes on the mothers and their awareness on the HPV vaccine for their daughters, it would be prudent to have included the views of the daughters in the study too. The rationale behind this is the fact that, the daughters may bear a high significance into the trends noted within the study as they have the right of preference in the whole arrangement; whether to use the vaccines or not. The campaigners too should have been included within the study to aid with information collection and analysis, as this would accord a third opinion in the study.

Question Two

Kotler and Nancy (2009, p. 234) define monitoring as ‘a measurement conducted sometime after a new program or campaign has been launched, but before it is completed…to determine whether mid-course corrections are needed’. This process accords a sober analysis within the accorded study in determining the success probability of the exercise and the techniques that may be used to enhance the study’s success. For instance, if a project aims at implementing a communal water project within a given society, the monitoring process would be frequently evaluated like on a weekly basis to ascertain whether the completion would be within the specified period. If such cannot be attained, then an improved plan needs to be accorded to improve the success rate.

Evaluation on the other hand is considered as ‘a measurement and final report on what happened’ (Kotler & Smith, 2009, p. 234). It is helpful in the appraisal process as a means of experience that aids the given organization to overcome further errors in other projects. Reverting to our former example, the given organization may be required to implement another water project in a different location. The weaknesses identified in the former project should therefore not be replicated for cost reduction.

Question Three

The most intriguing aspiration of social marketing concerns the amplification of human welfare within the larger global community in significant areas like health, income and environment amongst others. In the context of the given study, the researchers sought to appraise the intake of the HPV vaccine as an important drug in the prevention of cervical cancer within teenage girls, aged between eleven and twelve (Cates et al. 2011). The study offered and economical analysis into the issue, with the initial centering on the product, followed by the cost structure in terms of overhead efficiency, and advertisement for improved alertness of the drug usage within the target populace. Lastly, the distribution clause is addressed in terms of product outlets for enhanced convenience of the drug allocation. The employed criterion in economics is referred termed as the product mix and it is was interesting to view its application in providing solutions to social problems (Kotler et al. 2002).

 

 

References

Cates, JR, Autumn, S, Sandra, JD & Allison, MD 2011, ‘Evaluating a County-Sponsored Social Marketing Campaign to Increase Mother’s Initiation of HPV Vaccine for Their Preteen Daughters in a Primarily Rural Area’, Social Marketing Quarterly, vol. 17, no. 1, pp. 4-26.

Kotler, P, & Nancy, L 2009, Up and out of poverty: the social marketing solution, Wharton School Publishing, Philadelphia.

Kotler, P, Ned, R & Nancy, L 2002, Social marketing: improving the quality of life, SAGE, Teller Road.

 

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