Značaj društvenog marketinga u bezbednosti saobraćaja

Mijić, Nevena; Bunčić, Mirko; Antić, Boris

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ZNAČAJ DRUŠTVENOG MARKETINGA U BEZBEDNOSTI SAOBRAĆAJA

THE IMPORTANCE OF SOCIAL MARKETING IN TRAFFIC SAFETY

Nevena Mijić, Mirko Bunčić, Boris Antić

Mijić, N., Bunčić, M., Antić, B., (2015). Značaj društvenog marketinga u bezbednosti saobraćaja. 10 th International Conference - Road Safety in Local Communities, Kragujevac.

Rezime: Cilj rada je argumentovano sagledavanje značaja, potencijala i načina realizacije socijalnog (u daljem tekstu društvenog) marketinga u bezbednosti saobraćaja. Sa jedne strane, društveni marketing predstavlja upotrebu marketinških principa i tehnika s namerom da ciljna grupa dobrovoljno prihvati, odbaci ili modifikuje određeno ponašanje u korist pojedinca, grupe ili društva u celini.[7] Društveni, za razliku od komercijalnog marketinga, osmišljen je sa idejom da ciljnoj grupi ’’proda’’ promenu ponašanja. Sa druge strane, treba sagledati ciljeve bezbednosti saobraćaja. Ostvarenje ciljeva bezbednosti saobraćaja je moguće samo ako se ovi ciljevi jasno definišu i, u skladu sa marketiškim principima, prenesu ciljnoj grupi. Kako bi se sprečilo, poboljšalo i unapredilo ponašanje učesnika saobraćaja, oni moraju biti edukovani, informisani i uvek imati na raspolaganju poznavaoce ove oblasti. Upravo to je zadatak društvenog marketinga. U ovom radu su analizirani rezultati najvažnijih istraživanja koji ukazuju da bez stručno osmišljene i dobro vođene komunikacije nijedno ponašanje neće biti ohrabreno, promenjeno ili sprečeno. Bez komunikacije, tj društvenog marketinga u bezbednosti saobraćaja, nastradali će ostati samo brojke. Iz tih razloga, u ovom radu će biti predstavljene tri kampanje u bezbednosti saobraćaja koje su pokazale kako se društvenim marketingom može unaprediti stanje bezbednosti saobraćaja na konkretnoj teritoriji, pa i u manjim celinama poput lokalnih zajednica.

Ključne reči: socijalni marketing, navike, komunikacije, bezbednost saobraćaja, kampanje

Abstract: Purpose of this study is argumentative overview of importance, potential and enforcement of social marketing in traffic safety. In a way, social marketing can be seen as implementation of principles and techniques of marketing with intention for the target group to willingly accept, refuse or modify certain behavior, in order for an individual, group or entire society to benefit.[7] Unlike commercial marketing, social marketing is formed with idea to ‘sell’ to the target group a change of behavior. On the other hand, goals of traffic safety should be perceived. Completing goals of traffic safety can only be possible if they are clearly defined and, following all principles of marketing, brought to the target group. In order to prevent and improve behavior of participants in traffic, road users must be educated and informed and opinion makers in this feaild must be at their service. And exactly that is the purpose of social marketing. In this assay, results of most important researches are shown to indicate that without planned and well conducted communication no behavior will be encouraged, improved or prevented. If there was a lack of communication, i.e. social marketing in traffic safety, those who died as a consequence of traffic accidents would only remain plain numbers on paper. For these reasons, in this paper three campaigns in road safety will be analized. These campaigns have shown that social marketing can improve traffic safety on a specific territory, and even in smaller sections such as local communities.

Keywords: social marketing, attitudes, communication, traffic safety, campaigns

Presented by: Nevena Mijić