Analysing the effect of Social Marketing Mix on advertising effectivness Case of Study: Isfahan Municipal Committee of Citizenship
Subject Areas :فاطمه قاسمی 1 , غلامرضا بردبار 2
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Abstract :
With the advent of the concept of sustainable development in the business and politic environment the nature of unsustainable existing patterns of development and consumption is appeared. Social marketing is a domain of new science that tries to achieve the goals of social by using business marketing techniques. A review of past research shows that although the most usage of social marketing is in in the health section but it has a potential in the other sectors too such as protection of resources, energy and natural environment, culture improvement and effectiveness on the actions and behaviors in the society The object of present research is studying of the mixed impact of social marketing on the effectiveness of urban advertising in Isfahan municipality. The statistical population for this research is all the citizens of Isfahan which 171 of them is chosen by random accessible method .The result of this research shows that the mixed impact of social marketing has direct effect on the effectiveness of advertising.
