SDM PRESENTATIONSDM PRESENTATION
SOCIAL ETHICSSOCIAL ETHICS
VALUE INVALUE IN
WHAT IS SOCIAL
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
Social Marketing Sells a Behavior Change to a targeted Group of
- Accept a New Behavior
- Reject a Potential Behavior
- Modify a Current Behavior
- Abandon an Old Behavior
Examples of Social
Accept a New Behavior
Wear a Life Vest While Boating (reduce
Reject a Potential Behavior
Pregnant woman should avoid alcohol
(reduce incidence of birth defects)
Examples of Social
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
AIMED FOR SOCIETAL BENEFIT
PERFORMED BY GOVERNMENT, NGO’S
OR BIG CORPORATES.
DIRECTLY RELATED TO ATTITUDE OF
USE OF BIG AND POPULAR PEOPLE
HELPS IN ERADICATION OF SOCIAL
HELPS CHANGE ATTITUDE OF THE
PEOPLE OF THE SOCIETY
HELPS CHANGE/IMPROVE REPUTATION
OF A COMPANY
Process of Social
Define Problem -Based on Analysis,
Community Assessment Already
Identify Behavior Change/Actions
That Could Reduce/Eliminate Problem.
Identify Potential Audience for
POPULAR PEOPLE ARE BEING HIRED FOR A
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.
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.