Essays on Healthy Eating as a Social Marketing Issue Coursework

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The paper "Healthy Eating as a Social Marketing Issue" is a good example of marketing coursework.   Social marketing involves commercial marketing techniques that help in health-boosting. Social marketing is operational on the population level, and those that provide health care take part in ensuring its effectiveness. On healthy eating, social marketing is widely used to address health behavior. Using mass media, various strategies address the health care issue. Dissemination, promotion and the reaching of communities fall under the methods used in social marketing. The following case study aims at improving nutrition and healthy eating; it also summarizes the theories used in social marketing to ensure healthy eating among individuals.

The case study also reviews evidence on nutrition-related marketing that inform the progress of social marketing approaches that upgrade the levels of healthy nutrition practices and the environment (Braithwaite 2009,p. 101). A nutritious diet is crucial in ensuring the health and well-being of a person. This prevents the person from contracting many chronic illnesses, for example in Australia, people who take poor diets and foods that are energy-dense report cases of obesity. In the case study, social marketing use will include techniques used to analyze, execute, plan and evaluate a plan that changes the behavior of the audience in order to improve their healthy eating.

Social marketing comes with the concepts that enable the audience to apply the information provided; the concepts include consumer orientation, continuous follow-up, exchange theory, segmentation of the audience and marketing mix(Gregory 2002, p 40). In social marketing campaigns, a behavioral objective puts social marketers on the target of changing behavior not just educating or informing. In addition, the segmentation of the audience demands precise thoughts about the party aiming the efforts.

Formative research assists in ensuring and comprehension of the target consumer and orientation of the campaign towards them. Coming up with an exchange requires consideration of what the target audience will give up in order to take the desired behavior. On the other hand, marketing mix puts social marketers to portray holistic answers that are attractive and useful, that will lead to both trying and repeating the behavior by the audience. Competition ought to be included, as it creates awareness of the consumers competing forces, this is due to the level of appealing to the behaviors social marketers are trying to change (Braithwaite 2009, p. 150). While social marketing techniques application successively brings effective change among different people, failures emerge where various people have differences in healthy eating goals.

Various programs encourage healthy eating. It is important for the practitioners and the community under the research to comprehend the factors that lead to success and reduce failure (Gregory 2002, p 45). In the case study approach, behavior change was the main aim. Formative research carrying out and segmentation to select the group that will form part of the research is done.

A traditional marketing mix application and a design aimed at the creation of appealing changes with the targeted audience. The competition faced by the appealing behavior was put into consideration and strategies were put in place to curb competition. Studies were then analyzed to measure the effects and intervention of healthy eating habits. Of all the five studies carried out, two reported a behavior objectively, but one was to a specified target audience, another two showed evidence of exchange in the concepts and one reported evidence of competition consideration (French 2009, p73).

References

BRAITHWAITE, R. L., TAYLOR, S. E., & TREADWELL, H. M. (2009). Health Issues in the Black Community. New York, NY, John Wiley & Sons. http://nbn- resolving.de/urn:nbn:de:101:1-201411203319.

FRENCH, J., BLAIR-STEVENS, C., & MCVEY, D. (2009). Social Marketing and Public Health Theory and Practice. Oxford, OUP Oxford. http://public.eblib.com/choice/publicfullrecord.aspx?p=1100077.

FREWER, L. (2001). Food, people, and society: a European perspective on consumers' food choices: with 63 tables. Berlin [u.a.], Springer.

GREGORY, S. (2002). Guidelines for comprehensive programs to promote healthy eating and physical activity. Champaign, IL, Human Kinetics.

LANG, T., & HEASMAN, M. (2004). Food wars: the global battle for mouths, minds, and markets. London [u.a.], Earthscan.

LAWRENCE, M. (2013). Food fortification: the evidence, ethics, and politics of adding nutrients to food. Oxford, Oxford University Press.

MCGINNIS, J. M. (2006). Food marketing to children and youth: threat or opportunity? Washington, DC, National Acad. Press.

PEÑA, M., & BACALLAO, J. (2000). Obesity and poverty: a new public health challenge. Washington, D.C., Pan American Health Organization.

ROOTMAN, I. (2000). Evaluation in health promotion: principles and perspectives. WHO Regional Publications.

SCRINIS, G. (2013). Nutritionist: the science and politics of dietary advice. Sydney, Allen & Unwin.

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