استخدام التسويق الاجتماعي في البرامج الإذاعية : دراسة تطبيقيه على إذاعة البيت السوداني

Abstract EN

The study tackled using the social marketing concept in the radio programs through the recognition of what being introduced by “Al-bait Al-Sudani” The Sudanese House Radio in this aspect, where the study aimed to uncover the programming plan of the Sudanese House Radio and to what extent that the broadcasting operators are concerning in using the social marketing method , particularly in the programs that related to health and family aspects, as they are the closest programs to the application of the social marketing regarding concentrating on the expected positives through adopting a specific behavior or leaving a negative practice such as focusing on the positive of the natural breastfeeding or talking about the positives of quit smoking in order to attract the attention of the recipient.

The study used the descriptive analytical method and to analyses the data of the questionnaire, the two researchers used the ready program of the Statistical analyzing, the Statistical Package for Social Sciences (SPSS).

The study reached to several results top of them: There is an urgent need to revise the planning of family awareness’ programs in Sudanese house radio,.

Also the results showed the importance for Sudanese house radio to focus on presenting initiatives regarding the field of fighting malpractices also this result shows how it is importance for the radio to utilize the strategy of changing behavior in social marketing and the results shows the lack of using Drama to introduce the awareness material to listeners.