| Abstract [eng] |
Nowadays our lives are strongly influenced by the increased mortality and rising or progressing of various diseases, accidents and other social issues. Insecurity and fear are the companions of the majority of us. Solving various social problems is the way towards healthier, safer and happier society. Social marketing campaigns are conducted throughout the world, so it is crucial to examine their benefits and the exact implementation. The most desirable effect of these campaigns is the behavioral change, but intermediate effects, as the change in knowledge or attitude are also possible. The greater the change in behavior, the more effective the campaign is considered. The aim of the work: consider the effects and efficiency assessment problems. The goals of the work: 1. Define concept if social marketing. 2. To identify the differences of the social and commercial marketing. 3. To review the effects of social marketing. 4. Discuss social marketing efficiency. 5. Apply theoretical concepts of social marketing to specific social marketing campaign analysis. 6. To investigate the participants' attitude of social marketing campaign measures and efficiency. The methods of the work: while writing the work, information of the scientific articles, books and internet sources was used and a quantitative survey was conducted. This work presents a theoretical concept of social marketing, identifies and provides details of components of social marketing. It also analyzes the effects and the efficiency of social marketing and the influence of culture on them. The practical part of the work presents the research of the social marketing campaign aimed at smoking prevention, the assessment of its popularity and efficiency. Conclusion:The essential difference between social and commercial marketing is the different goals. Commercial marketing is based on financial gain, while social marketing to the public good or otherwise, to change a behavior in the desired way. To affect people, groups becomes a major goal of campaign, the effects are divided into three main types: the impact on knowledge, attitudes and behavior. To measure the efficiency of social marketing campaign, it is best seen in five levels: awareness, concentration, behavior, social norms, good. Understanding the importance of efficiency in each stage is critical for planning and following through social marketing campaign. Looking at the international aspect of the culture, traditions and customs are crucial for performance evaluation. Therefore, the development of social marketing campaigns need to take into account the cultural differences between countries and adapt them to the proper course of action. Social marketing campaign "HELP - For a life without tobacco" is an international program, conducted in all European Union countries. Since 2005, the anti-smoking campaign is carried out in the second round, which seeks long-term effects. Completed study showed that social marketing campaign is known in Lithuania, it attracts attention of young people, they visit the campaign web site and claims that the information is interesting, detailed, help to shape their attitudes to smoking, but unfortunately, only a small proportion of the respondents believe that these campaigns are effective and influence young people's behavior. |
