Social marketing is gauged and measured by meeting a common list of standard criteria. They are usually called the “P’s” of social marketing. When a social marketing agency plans a campaign, they use these as a guide to make sure the reaction and the results will meet expectations. Listed are the specific aspects that make for a good campaign.

Social Marketing Mix includes:

Most social marketers refer to these elements as the “P’s” of social marketing.

• Product – The social marketing “product” is not necessarily a physical offering. Products range from tangible, physical products (condoms), to services (medical exams), practices (breastfeeding or eating a heart-healthy diet) and more intangible ideas (environmental protection). For the product to be viable, the target must first believe they have a genuine problem, and that the product offering is a good solution for that problem. The goal of the product is to create an awareness (in the target) where there is a need that is not being fulfilled, thus moving the target to initiate use.
• Price – refers to what the consumer must do in order to obtain the social marketing product.” This cost may be monetary, or it may instead require the consumer to invest time or effort. If the costs outweigh the benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted. However, if the benefits are perceived as greater than their costs, chances of testing or using the product is much greater.
• Place – describes the way that the product reaches the consumer” or “how do you get it?” Whether it is a tangible product that requires some type of distribution and outlets for sale, or a non-tangible product that might occur in a training or information forum. If it is a free product, perhaps a condom or health materials, accessibility of the offering is of key importance. As more information is revealed by the user, distribution can be streamlined to fit users needs.
• Promotion – Finally, promotion. Promotion consists of the integrated use of advertising, public relations, promotions, media, personal selling and entertainment vehicles. The focus is on creating and sustaining demand for the product. Public service announcements or paid ads are one way, but there are other methods such as coupons, media events, editorials, and events to create awareness or in-store displays. Research is valuable to determine the most effective and efficient means to reach the target audience and increase demand, also true in commercial media.
• Partnerships – Social and health issues can be more effectively marketed by gaining partnerships with a similar organization, where both benefit by combining efforts. This can also be created and implemented with broadcast media.
• Policy – social marketing can affect policy. Utilizing awareness can affect our view of environmental issues, health matters, changes in behaviors and can create media advocacy.
• Purse Strings - Where does the funding/financing come from? This could be through government grants, organizations that are cause related, or through fund-raising.