"Understanding the Effectiveness of Social Marketing Programs" is a professional book that focuses on analyzing the effectiveness of social marketing programs. It highlights the challenges local governments face in implementing public policies, particularly regarding the improvement of social behaviors within the population. Using the example of the Clean City Program in Puebla, Mexico, it examines how social advertising campaigns are used to promote cleanliness in cities and which factors influence their success. Through the application of action research and the evaluation of extensive qualitative and quantitative data, the book provides valuable insights into the planning and implementation of social marketing strategies. The goal is to assist institutions in developing more effective social programs that can enhance the effectiveness of policy measures.