The role of Andreasen's benchmark framework in social marketing interventions: Finnish case study

Abstract

Objectives

One of the main objectives for this study was to compare the theoretical framework for social marketing campaigns by Andreasen (2002) to real-life cases using social marketing in Finland. Thus, the study was conducted to clarify the relationship between theory and practice in the field. Furthermore, the need for the marketing mix, the so-called 4 Ps, as one of the benchmarks for social marketing interventions was to be analyzed.

Summary

The interviewees were familiar with frameworks similar to the one by Andreasen and reported that academic knowledge about the ideal social marketing process helped them to achieve the goals of their interventions. The ambiguous nature of the field highlighted the need for academic models which were considered as efficient tools for organizations to further develop their social marketing activities. According to the interviewees, many benchmarks of the Andreasen model were relevant to social marketing interventions.

Conclusions

In general there was widespread consensus among the interviewees on the usefulness of theoretical frameworks to structure the planning and implementation of social marketing interventions. Regardless of the quality of the benchmarks by Andreasen (2002), the social marketers interviewed for the research were not using this particular framework in the interventions they conducted in Finland. Furthermore, the interviewees contended that the 4 Ps could enhance the holisticity of social marketing interventions. They had not, however, been of high importance in the interventions discussed.