Conceito e Evolução do Marketing Social

Summary

In this video, the speaker revisits a 1999 article on social marketing, aiming to highlight its role in driving social change through the adoption of new behaviors, attitudes, and practices. The concept of social marketing is explained as a strategic management process grounded in human rights and social equity. The speaker distinguishes social marketing from exploitative practices like 'serious media' and unethical marketing ('marquette cá'), stressing that the goal is to transform lives positively. Viewers are encouraged to read the article and reflect on its relevance to contemporary issues in social marketing.

Takeaways

• 😀 The video introduces a series to revisit previous efforts and insights, starting with a publication from 1999.
• 😀 The focus is on the concept of 'social marketing' and its role in strategic social change.
• 😀 Social marketing aims to promote new behaviors, attitudes, and practices at both individual and collective levels.
• 😀 Successful social marketing is grounded in human rights and social equity.
• 😀 The video emphasizes the importance of distinguishing social marketing from other unethical practices like 'marketing ethics'.
• 😀 Social marketing should not exploit poverty or engage in misleading media practices.
• 😀 The goal of social marketing is to transform lives by encouraging positive societal change.
• 😀 The speaker encourages viewers to read an article on social marketing and reflect on its content.
• 😀 Social marketing focuses on long-term social change rather than short-term gains or superficial strategies.
• 😀 The speaker advocates for responsible media that does not take advantage of others' suffering for marketing purposes.

Q & A

What is the main purpose of the series being launched?

The main purpose of the series is to revisit and reflect on the work done in previous years, starting with a discussion on the 1999 social issues magazine.

What is the focus of the article mentioned in the script?

The article focuses on the concept of the evolution of social marketing, exploring its principles and goals.

How is social marketing defined in the script?

Social marketing is defined as the strategic management of social change processes, aimed at adopting new behaviors, attitudes, and practices both individually and collectively.

What are the fundamental values that support social marketing, according to the article?

Social marketing is based on human rights and social equity as its foundational values.

What is the difference between social marketing and 'serious media'?

Social marketing should not be confused with 'serious media,' which exploits others' misery. Instead, social marketing aims to promote positive social change through ethical practices.

What is meant by 'marketing ethics' in the context of the script?

In this context, 'marketing ethics' refers to misleading or unethical marketing practices that use a false ethical cover to promote products or ideas, which is not aligned with social marketing principles.

How does social marketing aim to impact people's lives?

Social marketing seeks to transform people's lives by encouraging the adoption of new behaviors, attitudes, and practices that promote social change.

Why is the script emphasizing the importance of human rights and social equity in social marketing?

The script emphasizes these principles because they are essential for ensuring that social marketing efforts are ethical, inclusive, and focused on genuine positive change.

What is the role of media in social marketing, according to the script?

The role of media in social marketing is to communicate and encourage positive changes in behavior, but it should not exploit or manipulate people’s misfortunes for commercial gain.

What action does the speaker encourage the audience to take after reading the article?

The speaker encourages the audience to read the article and then share their comments and thoughts on the concepts discussed.