SDM PRESENTATION : SDM PRESENTATION SOCIAL
ADVERTISING WHAT IS SOCIAL ADVERTISING? : WHAT IS SOCIAL ADVERTISING? DEFINITION
It is a process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than for commercial profit. (Bill Smith 1999)
It's about applying marketing and advertising principles to promote health and social issues and bringing about positive behaviour change.
Social Marketing Sells a Behavior Change to a targeted Group of Individuals.
- Accept a New Behavior
- Reject a Potential Behavior
- Modify a Current Behavior
- Abandon an Old Behavior Examples of Social Advertisement : Examples of Social Advertisement Accept a New Behavior
Wear a Life Vest While Boating (reduce drowning events)
Reject a Potential Behavior
Pregnant woman should avoid alcohol (reduce incidence of birth defects) Examples of Social Advertisement : Examples of Social Advertisement Modify a Current Behavior
Parents Wear car seat belts As a Model (reduce injuries in accidents)
Abandon an Old Behavior
If You Smoke, Quit (reduce incidence of birth defects) FEATURES:- : FEATURES:- NON COMMERCIAL
AIMED FOR SOCIETAL BENEFIT
PERFORMED BY GOVERNMENT, NGO’S OR BIG CORPORATES.
DIRECTLY RELATED TO ATTITUDE OF THE PEOPLE
USE OF BIG AND POPULAR PEOPLE ADVANTAGES:- : ADVANTAGES:- HELPS IN ERADICATION OF SOCIAL EVIL
HELPS CHANGE ATTITUDE OF THE PEOPLE OF THE SOCIETY
HELPS CHANGE/IMPROVE REPUTATION OF A COMPANY SOCIAL CAUSES:- : SOCIAL CAUSES:- DON’T DRINK AND DRIVE
ENVIRONMENT Slide 9: AIDS AWARENESS Slide 10: ANTI-SMOKING CAMPAIGN Process of Social Advertisement : Process of Social Advertisement Define Problem -Based on Analysis, Community Assessment Already Completed.
Identify Behavior Change/Actions That Could Reduce/Eliminate Problem.
Identify Potential Audience for Marketing Intervention. CELEBRITIES ENDORSING SOCIAL ADS : CELEBRITIES ENDORSING SOCIAL ADS POPULAR PEOPLE ARE BEING HIRED FOR A BETTER IMPACT.
People like Amitabh Bachchan, Sachin Tendulkar are often seen in ads for social causes.
They have been endorsing ads for social causes like pulse polio or Asian conservation awareness.
Recently, cricketers were seen promoting ‘World Hand Washing Day’.
John Abraham and Bipasha basu endorses for environment i.e. global warming. POLIO : POLIO UNUSUAL METHODS : UNUSUAL METHODS Celebrities have even promoted education by charging the customers one rupee extra on the purchase of various products.
Selling of ‘Help Age India’ cards for the benefit old people. THANK YOU. . . . : THANK YOU. . . . MADY BY:
SAKSHI MANAKTALA Slide 16: CHEERS!!!