Evidence of IMC in social marketing - synthèse en anglais

11/13/2014

Article summary of service marketing

Evidence of IMC in social marketing

The paper discusses how IMC could be used in social marketing to improve health conditions and behaviors of students at school or HPS (health promoting schools). IMC is mostly used in businesses to encourage consumption of products and services. This paper argues that IMC can succeed in changing the behaviors of children thanks to parents, staff and local community groups. A survey has been conducted in different schools where Principals were interviewed separately about their view of health promotion at the macro level and professors at the micro level. It was concluded that schools would be more successful when the environment was well established to support healthy practices, not when the program was forced on them. Classroom learning and daily activities succeed in convincing students to change their behavior concerning nutrition, physical activities, etc. The customers as co-creators have a high participation rate in producing the service. If the students do not cooperate with the professors and principal, they will not change their behavior for a healthy lifestyle. Moreover, the students need direct messaging to be convinced as SMS messaging, social networks and digital technologies. This will give greater opportunities for social marketing.

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