ERIC Number: ED456821
Record Type: Non-Journal
Publication Date: 2001
Reference Count: N/A
Social Marketing and the "New" Technology: Proceedings of a Washington Roundtable (Washington, DC, March 25, 1998).
Academy for Educational Development, Washington, DC.
This document examines some of the key issues raised during the second Washington Roundtable on Social Marketing, convened by the Academy for Educational Development (AED) in 1998. AED invited participants to examine whether the interactive technologies that are revolutionizing commercial marketing--personal computers, the Internet (especially the World Wide Web), and e-mail-based activity--can and should be applied to solve social problems. Presenters and participants were asked to assess the promise of various interactive technologies or applications that the private sector is using to make money that would help social marketers achieve their goals of social change. Participants were asked to use three basic criteria to gauge the promise of various technologies for social marketing: How can social marketers use these tools? What social problem could they help solve? and Do these represent a better or more efficient way to focus on audiences? Unless otherwise indicated, quotes or statistics referred to in this document were taken from the presentations. This report does not represent a consensus among the participants; it is by exposing the complexity of the issues raised at the Roundtable that this document seeks to serve the field of social marketing. Chapters include: (1) Introduction: The Promise of Interactive Technologies; (2) Strategies for Online Marketing; (3)Interactivity and Social Marketing; (4) New Tools for Social Marketers; (5) Issues and Challenges for the Future. Included in five annexes, are: Agenda and Participants; glossary; Internet resources for social marketers; references; and excerpt from the Coalition for Advertising Supported Information and Entertainment (CASIE) Principles of Interactive Media Audience Measurement. (Contains 10 references.) (AEF)
Publication Type: Collected Works - Proceedings
Education Level: N/A
Authoring Institution: Academy for Educational Development, Washington, DC.