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SOCIAL MARKETING???
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioural goals for a social good.
SOCIAL ADVERTISING.....
WHAT IS SOCIAL ADVERTISING?
It is a process for influencing human behaviour 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 BEHAVIOUR CHANGE TO A TARGETED GROUP OF INDIVIDUALS.
Accept a New Behaviour. Reject a Potential Behaviour. Modify a Current Behaviour. Abandon an Old Behaviour.
FEATURES:Non commercial. Aimed for societal benefit. Performed by Government, NGO S or big corporate. Directly related to attitude of the people. Use of big and popular people
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
ON T DRINK AND DRIVE. QUIT SMOKING. HIV/AIDS. POLIO. DOWRY ERADICATION. CONSUMER INTERESTS. ENVIRONMENT
PROCESS OF SOCIAL ADVERTISEMENT
Define Problem -Based on Analysis, Community Assessment Already Completed.
Identify Behaviour Change/Actions That Could Reduce/Eliminate Problem.
Identify Potential Audience for Marketing Intervention.
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. John Abraham and Bipasha basu endorses for environment i.e. global warming
INSERT VIDEO OF AMITABHS POLIO AD
INSERT AD OF AIDS
INSERT AD OF ANUPAMKHER
SOCIAL VS. CORPORATE ADVERTISING
Objectives are different.
Social behavior more important than consumer behavior.
Cultural implications of communication are critical.
Impact is most of the times on the bottom of the pyramid.
Theme, flavor, copy has to be congruent to social target group.
SOCIAL CAMPAIGNS - GOVERNMENT
SARVA SIKSHA ABHIYAN AIDS CAMPAIGN SHABANA AZMI POLIO IMMUNIZATION AMITABH AND OTHERS IODINE IN SALT VACCINATION DPT CONSUMER RIGHTS AND AWARENESS CAMPAIGN SAYANI RANI JAGO GRAHAK JAGO OPERATION FLOOD EGG CAMPAIGN
SOCIAL CAMPAIGNS NON-PROFITS
IT EDUCATION BY INTEL NANHI KALI BY MAHINDRA TSUNAMI DONATIONS EARTH QUAKE DONATIONS MAKE A WISH FOUNDATION CANCER RESEARCH FOUNDATION
THANK YOU
doc_616530606.pptx
SOCIAL MARKETING???
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioural goals for a social good.
SOCIAL ADVERTISING.....
WHAT IS SOCIAL ADVERTISING?
It is a process for influencing human behaviour 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 BEHAVIOUR CHANGE TO A TARGETED GROUP OF INDIVIDUALS.
Accept a New Behaviour. Reject a Potential Behaviour. Modify a Current Behaviour. Abandon an Old Behaviour.
FEATURES:Non commercial. Aimed for societal benefit. Performed by Government, NGO S or big corporate. Directly related to attitude of the people. Use of big and popular people
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
ON T DRINK AND DRIVE. QUIT SMOKING. HIV/AIDS. POLIO. DOWRY ERADICATION. CONSUMER INTERESTS. ENVIRONMENTPROCESS OF SOCIAL ADVERTISEMENT
Define Problem -Based on Analysis, Community Assessment Already Completed.
Identify Behaviour Change/Actions That Could Reduce/Eliminate Problem.
Identify Potential Audience for Marketing Intervention.
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. John Abraham and Bipasha basu endorses for environment i.e. global warming
INSERT VIDEO OF AMITABHS POLIO AD
INSERT AD OF AIDS
INSERT AD OF ANUPAMKHER
SOCIAL VS. CORPORATE ADVERTISING
Objectives are different.
Social behavior more important than consumer behavior.
Cultural implications of communication are critical.
Impact is most of the times on the bottom of the pyramid.
Theme, flavor, copy has to be congruent to social target group.
SOCIAL CAMPAIGNS - GOVERNMENT
SARVA SIKSHA ABHIYAN AIDS CAMPAIGN SHABANA AZMI POLIO IMMUNIZATION AMITABH AND OTHERS IODINE IN SALT VACCINATION DPT CONSUMER RIGHTS AND AWARENESS CAMPAIGN SAYANI RANI JAGO GRAHAK JAGO OPERATION FLOOD EGG CAMPAIGN
SOCIAL CAMPAIGNS NON-PROFITS
IT EDUCATION BY INTEL NANHI KALI BY MAHINDRA TSUNAMI DONATIONS EARTH QUAKE DONATIONS MAKE A WISH FOUNDATION CANCER RESEARCH FOUNDATION
THANK YOU
doc_616530606.pptx