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AIDS is a Mass Murder - Essay Example

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The concept revolves around knowing that many problems that come into being related to behavior are usually caused by health related problems. This is how marketing is prone of understanding the health problems of people to address the behavioral aspect of it. Social marketing has been evolved into focusing entirely on benefiting the society. It pushes for non-profit based marketing. (MacFadyen, 2003).Social marketing itself ensures that the design, implementation and control of programs seek the acceptability of a social idea or any practice that is focused entirely on a specific target group. (Kotler P. a., 1975). Social marketing has been taken in the wrong context by some people and the confusion of understanding the purpose of it became a problem. Some expected gaining the benefit of products being sold while others looked as social marketing as a campaign that would boost the sales of their products in the long run. Just like commercial marketing, the usage of social marketing is to persuade people towards protecting themselves from health hazards and environmental hazards. (Weinreich). The product is not necessarily a physical product that is being offered to the public, but instead it could be a message to the public to help them understand the dangers of a health hazard. The usage of the marketing mix may be useful in implementing an effective social marketing campaign. This technique is being used internationally by health programs in order to influence the social behavior of the people it is targeting. (Weinreich). The method of social marketing is basically adapting with commercial marketing methods to focus on the social front instead of a product promotion.(Nations). Products are made available to those who fall in the category of individuals who are paid low incomes. Condoms, for example, sometimes fall into this category and are promoted with this method to ensure that individuals are educated about birth control methods and AIDS prevention methods. Earlier, condoms were considered to have been purchased only by sex workers and were usually hidden behind the desk of pharmacies but with social marketing, people are being educated about the benefits of condoms and are becoming a product of normal usage. With this development, social marketing programs can also help populations overcome problems and lead of effective HIV/AIDS prevention. (Nations). There have also been misunderstandings among people about how social marketing programs compete with the public health sector system. This is incorrect; such programs are only existent to support the public health sector. These programs, in fact, pressurize the public health sector to improve their services and utilize their resources more effectively and efficiently. They also help individuals who fear going in public and purchasing condoms. (Nations). This awareness increase in the understanding of AIDS/HIV with such programs has started to show a relatively promising impact on limiting the disease. Now the impact is majorly on increasing the confidence level of the high-risk individuals which would require tackling barriers in communication and understanding. AIDS protection programs are trying to destroy the social stigma that has been created. This is by discouraging people from discrimination and to prevent them from getting to such a point where individuals with AIDS are embarrassed to be seen in public. Destroying the social stigma that has been created is the core step to understanding and assessing the risks involved with HIV/AIDS. Public ...Show more
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The paper aims to analyze the controversial Social Marketing campaign “AIDS is a mass murderer”. The public health community is often required to intervene in the matters of regarding health conditions of individuals. In this case, the concept of social marketing is brought into mind…
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AIDS is a Mass Murder
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