The power of the message – the key to success in social marketing campaign. An analysis of social marketing in Romania

Manuela EPURE, Cristina DINU


The success of a social marketing campaign does not depend mainly on its budget but rather on the message that is sent. This article emphasize the importance of the message for successful social marketing campaigns and makes an analysis of the messages’ type/structure of leading social marketing campaigns in Romania, as a defining element contributing to the success of social marketing campaigns.

Being aware of the importance of the message for a successful social marketing campaign, we propose, in this article, some ideas for improving the message structure transmitted in social marketing campaigns.

Although, social marketing campaigns are run with significant funds, small importance is being given to evaluating campaign’s effectiveness and the extent to which the social behaviour of the targeted segments is truly changed. Research was conducted in order to identify the ways in which the use of other types of messages would increase the impact of social marketing campaigns.




social marketing, behaviour change, effectiveness

Full Text:



• Andrea Basunti (2008), The significance of semiotics in branding and market research, Admap Magazine, December 2008, Issue 500,

• Andreasen, A. R. (2006), Social marketing in the 21st century, Sage Publications, Thousand Oaks.

• Baker, M. J. (2003), The Marketing Book, 5th edition, pp 694-726, Oxford, Elsevier.

• Centlivre, L., A Peek at the Creatives of the 90s, “Advertising Age”, 18 January 1988.

• De Pelsmacker P., Geuens M., Van den Bergh, J. (2005), Foundation of Marketing Communication, a European Perspective Prentic Hall.

• Epure Manuela, Vasilescu Ruxandra (2009), La Semiotique Sociale et L’ Ethiquedes Reclames Publicitaires, Colloque, ISC Paris, «Les dérives éthiques dans l’entreprise».

• Koetler P., Keller K. L. (2008), Managementul marketingului, 5th edition, Teora, Bucharest, Romania.

• Kotler, P. & Zaltman G. (1971), Social marketing: an approach to planned social change, “Journal of Marketing” 35, 3(12).

• Kotler, P. (2008), Social marketing: influencing behaviors for good, 3rd edition, Los Angeles, Sage Publications.

• National Social Marketing Center, Social Marketing Works! A powerful and adaptable approach for achieving and sustaining positive behavior, available at!_LEAFLET_FINAL_NHS_version_Dec2006.pdf).

• National Social Marketing Centre (2008), Procurement Guide for Social Marketing Services, p. 31.

• Petrovai D., Cum îi învăţăm pe copii comportamente pozitive?. „Ghid pentru parinti”,

• Shaun Gibson & Deborah (2004), Bridging the gap between dreams and reality building holistic insights from an integrated consumer understanding, Annual Conference,

• Stelzner M. (2010), Social Media Marketing Industry Report. How Marketers Are Using Social Media to Grow Their Businesses.

• Tulchinsky T.H., Varavikova E. (2009), The new public health, Second Edition, p. 457, San Diego (CA), Academic Press/Elsevier.

• Turning Point, The Basics of Social Marketing. How to Use Marketing to Change Behavior from the Social Marketing National Excellence Collaborative available at

• Weinreich N.K. (1999), Hands-on social marketing: a step-by-step guide, Business & Economics, p.3-4, London, Sage Publications.











Copyright (c) 2011 author

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

In order to comply with GDPR, this site does not allow free registration. Please contact us at:

GDPR Policy:

Please read the statement below:
Processing of personal data and free movement of these data

Registering with this site the author agree with the collection, processing and use of his personal data, exclusively within the ASHUES journal.




To crown and encourage research efforts of the authors, at the end of a year of publishing our journal board will award online the best papers by distinctions:

1. Best Original Paper Award -  for the paper that has brought something completely new in the reader's attention (a new concept, a new trend, a new proposal in research, etc.)

2. Excellence Award - for the most cited paper and visualized in the online environment during the year

3. First, Second and Third Award- for the best documented and substantiated papers during the year

4. Special Award - to award PhD students and postdocs for the most well documented and substantiated paper