Editing Development communication (section)

===== Social marketing versus social mobilization =====
Social marketing uses different strategies to market social ideas and values that aim to create a change in behavior. Whereas, social mobilization has a much broader scope and it encompasses social marketing and communication. Social mobilization aims to bring together individuals and groups in spreading awareness about a certain cause using social marketing strategies. Social marketing is implemented when an advocacy/cause/message needs to be crafted in a way that it will effectively reach certain groups of people or target markets.

Kotler and Zaltman (in McKee, 1992) define social marketing as "the design, implementation, and control of program calculated to influence the acceptability of social ideas, involving considerations of product, pricing, communications, and market research." On the other hand, McKee (1992) described social mobilization as "the process of bringing together all feasible and practical inter-sectoral and social allies to raise people's awareness of the demand for a particular development program, to assist in the delivery of resources and services, and to strengthen community participation for sustainability and self reliance."<ref>McKee, N. (1992). Social Mobilization and Social Marketing in Developing Communities: Lessons for Communicators. Penang, Malaysia: Southbound</ref>