Social marketing programs: proposition and examination of a conceptual framework for results evaluation

• Autor(a) principal: Meira, Paulo Ricardo dos Santos
• Data de Publicação: 2012
• Outros Autores: Santos, Cristiane Pizzutti dos
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Administração Pública
• Texto Completo: https://periodicos.fgv.br/rap/article/view/7096
• topic: social marketing; planned social change; evaluation.; marketing social; mudança social planejada; avaliação.

Marketing, as a whole, has been demanded on its accountability to give evidence of good practice in return of investments. The same situation challenges social marketing. This paper examined evaluation structural frameworks brought by marketing literature, in quest of the “ideal” framework of evaluation, based on academic articles review, market actual practice, experts opinion, and an empirical examination of the proposal in two real cases, the “pedestrian crossing new signal case” of Porto Alegre City Hall, and the Immunological Program of the Public Health State Center (Cesv/RS) of the Government of Rio Grande do Sul. The essentially qualitative methodology involved Delphi research, in-depth interviews and case studies. The structural framework eventually developed integrates Input, Process and Outcomes dimensions of evaluation, each one with its due variables, indicators and forms or measurement. The ethical issue is pervasive in all dimensions, but not with a easy way of assessment in everyday’s practice of social marketers.