Which of the following is NOT one of the 4 P's that structure social marketing theory?

The four P's that structure social marketing theory are Promotion, Price, Place, and Product. Each of these components plays a crucial role in effectively reaching and influencing target audiences for social change.

Promotion involves the communication strategies used to inform and persuade the target audience. Price refers to what the audience must give up or invest to adopt a behavior, which can include monetary costs or time and effort. Place determines how and where the target audience can access the product, service, or behavior being promoted.

Perception, while important in understanding how messages are received and interpreted by an audience, does not constitute one of the four main elements of social marketing as outlined by the theory. It relates more to individual beliefs and attitudes, which can influence the effectiveness of the existing four P's. Therefore, the correct choice does not belong to the formal structure of social marketing theory.