Domestic Bliss: Making Change Through Advertising

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2020-12
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Ziemann, Megan
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Marketing
Marketing is a ubiquitous, dynamic, and exciting discipline that offers a wide variety of rewarding career opportunities. You’ll learn from world-class faculty and a curriculum that focuses on preparing you to be a critical thinker and creative problem-solver who has strong communication skills.
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Abstract
Marketing, or the action of promoting and selling a product or service through a framework that involves product, price, place, and promotion, has existed for thousands of years, from ancient peoples yelling out their wares in open-air markets to the Mad Men era of print and television advertisement, to today where digital media is above all. This paper explores the history and process of social marketing, a relatively new phenomenon in the business world that in some ways acts as an opposite to traditional marketing and advertising. First, the paper will highlight the history of the movement from its early stages in the 1970s to its heyday in the present. Next, the paper will present Nancy R. Lee’s ten step process of creating a social marketing campaign and explain how the accompanying poster and photo series followed Lee’s instruction in order to be a legitimate social marketing campaign. Last, the paper will discuss some of the implications of social marketing when it comes to ethics and accountability.
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