Textbook Notes (290,000)
CA (170,000)
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COMM (600)
Chapter

COMM 131 Chapter Notes -Cell C


Department
Commerce
Course Code
COMM 131
Professor
Ethan Pancer

Page:
of 2
Do better at doing good
-often social change marketing campaigns are largely remembered howveer they do
not change behavior (ex underage drinking)
-conventional marketing does not work here as benefits don’t outweigh the costs,
there are no apparent rewards
-Challenges: the target community opposes the change being advocated, the
adoption costs often exceed the tangible benefits, early adopters stand to lose, the
benefit only accrues when a large percentage of the target accepts
Other challenges:
The merketers themselves, they otften have a great deal of personal investment in
the cause, and their work may not be consistent with their values, no way to
measure performance, so cannot know if their program is a success or failure. Must
be MISSION DRIVEN but MARKET LED and see what the market is telling them to do
not what they want to do
Low cost
High cost
Tangible
personal
benefits
Intangible
Social Benefits
Similar to conventional
marketing, communicate
clear benefits, provide
information,
ensure tools available to
make change easy ex protate
cancer
Since no personal benefits, must
provide catalyst for change in a
convenient way, ultimate benefit
should be stressed, change is easy,
convenience is key ex recycling
Require push marketing,
strong communication
compaigns, intensive
support system at the
community level, clear
direct benefits but
change is difficult ex
smoking
Cost benefit extremely disadvantageous,
reposition an initiative into cell C to find a
way to show the target community a direct
benefit, leverage enthusiasm of early
adopters, try supply side persuasion ex
reduce CFC production
Influence social and cultural
attitudes since they have to do
with community ex making
smoking no longer seem sexy
Strategy and Society
Link Between competitive advantage and social responsibility.
-Companies are ranked on Social responsibility and pressure to be CSR is
competitive but efforts not successful BECAUSE they put business against society
when they are independent AND they pressure companies to think of CSR as generic
instead of making it apart of the companies strategy
-CSR came about when being challenged by issue they did not think they were
responsible for by all kinds of activist organizations
-now businesses are aware of these issues (ex fast food = obecity) but they are
unaware of what to do about it
-CSR reports show achievements but not what they include not the big picture
4 Augments to make their case
-Sustainability emphasizes environmental and community stewardship. Can
become vague and meaningless
-Moral Obligation most social choices involve balancing competing values interests
and costs
-Licence to operate offers a concrete way to identify social issues and generates
discussion with stakeholders. This however, hands over their control over their CSR
initiatives to outsiders who don’t understand the organizations capabilities,
strengths ect
-Reputation focus on satisfying external audiences
Business benefit from CSR is hard to determine. Since they don’t see that society and
business are independent they cannot focus on where their strategy and strengths
will allow them to make the biggest impact in society
Identify points of intersection