Social Marketing Case Study
Aims and Learning Outcomes of the Course
The module aims to develop students’ understanding of effective social and political marketing. We tackle specifically the relationship between voters and government, and the degree to which political communication can exert influence in the context of a sophisticated and media-aware society. The module builds on contemporary cases to develop both theoretical and practical perspectives on social and political marketing. It is particularly relevant to those with an interest in the use of propaganda; public sector organisations, and the not-for-profit sector, including pressure groups, social causes, and other charities. It is hoped that by the end of the course successful students will be able to demonstrate an understanding of the external influences that shape the political and public service environment; the constraints on and options available to political agents who wish to influence voters and to organisations that wish to influence government policy and the public, as well as an ability to critically appraise the marketing techniques adopted by governments, not-for-profit organisations and pressure groups.
Your project will focus on a single-issue group or a social marketing campaign. You may wish to write this account as a case study, describing the narrative but in addition providing elements of critical review. Incorporate in addition a discussion of strategy, communications, segmentation and other relevant considerations. Explain why, and to what extent, the campaign succeeded or failed. Please note: the word limit is 3000 words, including reference list/bibliography. The stated word count may be exceeded by a maximum of 10%.
Chosen Group: OPS Oceanic Preservation Society, US
My Essay Idea
OPS (Oceanic Preservation Society) is a charity group that focuses on sustainability and preservation of ocean. Being supported by artists, activists and change agents, the group has launched several successful projects so far. One of the most successful project is The Cove (2009), a documentary about whale hunting in Japan, which won them many awards (including an Oscar) and brought wide discussions among the public. Unlike many other documentaries, The Cove exploits a lot storytelling techniques (conflicts between human and whales, the exciting undercover shooting, a narrative climax of the film, etc) and its shocking scene of mass whale hunting in Japan provides audiences with strong emotional appeals. By circuiting in different film festivals and relevant event, the film attracted people’s attention and called for action. Taking advantages of this project, the OPS launched another documentary Racing Extinction in 2015.
Relevant literature topic to this group:
In terms of social marketing, emotional appeals can be seen as one of the most important communication tactics they use. Further reading about emotional appeal, shocking contents are needed in this paper.
Another issue to be discussed in this paper can be the Framing theories. But feel free to discuss other social marketing frameworks if you think framing theories is not applicable to this topic
***recommendations are not needed for this paper.
About Oceanic Preservation Society
Official Website: <http://www.opsociety.org>
Anderson, J (2009) ‘Film: The Activist: Louis Psihoyos Must Save the Dophins’, The Village Voice. [online] Available at: < http://www.villagevoice.com/film/nd-nf-louis-psihoyos-must-save-the-dolphins-6428623>
Independent News (2009) ‘Dying to make us happy: The bloody truth behind the dolphinarium’, Independent [online] Available at: < http://www.independent.co.uk/environment/nature/dying-to-make-us-happy-the-bloody-truth-behind-the-dolphinarium-1799837.html>
PR Newswire (2014) ‘Paul G. Allen’s Vulcan Productions signs on as Partner of the Oceanic Preservation Society for new film ‘Racing Extinction’ by Academy Award winning director Louie Psihoyos’, PR Newswire US, 26th September 2016.
Axon, S (2010) ‘The Cove Movie Uses Oscars to Promote Social Media Activism’, Marshable. [online] Available at: < http://mashable.com/2010/03/08/the-cove-movie-oscars/#UBbwKPo5Sqqq>
About Social Marketing
Coulter, K.S (1998) ‘The effects of affective responses to media context on advertising evaluations’, Journal of Advertising. 27(4), pp.41-51.
Dahl, D., Frankenberger, K.D., Manchanda, R.V (2003) ‘Does It Pay to Shock? Reactions to Shocking and Non-shocking Advertising Content among University Students’, Journal of Advertising Research. 43(3), pp.268-280.
Kotler, P & Zaltman, G (1971) ‘Social Marketing: An Approach to Planned Social Change’, Journal of Marketing. 35(3), pp.3-12.
Wymer, W (2010) ‘Rethinking the boundaries of social marketing: Activism or advertising?’, Journal of Business Research. 63(2), pp.99-103.
Entman, R.M (1993) ‘Framing: Toward Clarification of Fractured Paradigm’, Journal of Communication. 43(4), pp.51-58.
FrameWorks Institute (2002) ‘Framing Public Issues’, Washington DC.