What Makes Social Marketing Different?
Marketing Mix
The marketing mix, also known as the "4 P's," is made up of four parts that,
together, create the exchange offered to the target audience
- Product: What the audience gets or what you offer; can be
tangible items, intangible benefits, or the behavior itself.*
-
Price: What the audience gives up to get a tangible product; also
the costs or barriers to making the desired behavior change.*
-
Place: Where the audience is located or gathers, performs the
desired behavior, accesses. products/services, or is thinking or hearing
about the health issue.*
-
Promotion: Messages, materials, channels (path used to reach the
target audience), and activities to promote behavior change and describe
the product, price, and place features of the program.*
Each of these 4 "P's" is explained in more detail in the next few pages of
this module. All of the 4 P's are interrelated and somewhat overlapping. If you
change one, it is likely to have implications for the rest.
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