Marketing Articles Reviews

In: Business and Management

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Rethinking the boundaries of social marketing: activism or advertising?

By Walter Wymer

Journal of Business Research - J BUS RES , vol. 63, no. 2, pp. 99-103, 2010

Article Review:

Walter Wymer is currently a faculty member in the Management department of University of Lethbridge, Canada. He has done extensive research in areas of nonprofit organizations’ marketing strategies and their effectiveness. His areas of expertise are nonprofit studies, volunteerism, business ethics and social activism. In the above mentioned article, Wymer aims to highlight the ineffectiveness of tactics of social marketers in trying to promote healthy food consumption by the public. The main focus of the article is to imply that conservative approach of social marketing in no longer helpful in yielding positive response from the people and a more rigorous approach is needed to negate the unhealthy consumer behavior.

Marketing strategies around the world are enhancing, more and more is being invested in trying to influence peoples’ decisions and behaviors through marketing and advertisements. Social marketing agencies are highly lacking the right skills needed to direct the behavior of consumers whereas commercial marketing industries are vigilantly taking advantage of the wide array of mediums like television, radio, internet, social media websites, blogs, vlogs, etc to promote their products.

Wymer emphasizes about the extent of influence on people created by commercial marketing. The current trend of marketing is so influential and convincing that occasional fleeting public service messages by social marketers are not doing the job of turning people towards eating healthy food. The author elaborates this by taking the issue of increasing obesity in the population. He takes into account the research done on this topic and validates his points with the help of…...

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