FACTORS AFFECTING SOCIAL MARKETING CAMPAIGNS

This article assesses development of the current social marketing in Russia. The state of social marketing largely determines the trends and quality of development of the social life of the population. Therefore, analysis of development of the social marketing is an important component of the domestic policy of the state in the changing conditions of microand macro-environments. As a result of the conducted research, the tendencies of development of social marketing in the conditions of unstable social and economic situation in the country are revealed. The classifications of social marketing campaigns and existing ethical problems are reflected in the promotion of «correct» social views and possible ways of their elimination are suggested. A system of factors affecting social marketing campaigns is presented.

social marketing, corporate social responsibility, social advertising, stages of the marketing campaign, celebrities in social advertising, classification of social marketing ccampaigns, socio-pathological phenomena, competitive environment, creativity and effectiveness in advertising, non-commercial projects.

Tatarinov K. A. Factors affecting social marketing campaigns // Business. Education. Law. 2018. No. 2 (43). P. 185–190. DOI: 10.25683/VOLBI.2018.43.263.