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  1. 1. SDM PRESENTATIONSDM PRESENTATION SOCIALSOCIAL ADVERTISINGADVERTISING SOCIAL ETHICSSOCIAL ETHICS VALUE INVALUE IN ADVERTISEMENTADVERTISEMENT
  2. 2. 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
  3. 3. 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)
  4. 4. 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)
  5. 5. 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
  6. 6. ADVANTAGES:-  HELPS IN ERADICATION OF SOCIAL EVIL  HELPS CHANGE ATTITUDE OF THE PEOPLE OF THE SOCIETY  HELPS CHANGE/IMPROVE REPUTATION OF A COMPANY
  7. 7. SOCIAL CAUSES:-  DON’T DRINK AND DRIVE  QUIT SMOKING  HIV/AIDS  POLIO  DOWRY ERADICATION  CONSUMER INTERESTS  ENVIRONMENT
  8. 8. AIDS AWARENESS
  9. 9. ANTI-SMOKING CAMPAIGN
  10. 10. 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.
  11. 11. 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.
  12. 12. 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.
  13. 13. MADY BY:MADY BY: VIKAS MITTALVIKAS MITTAL THANK YOU. . . .THANK YOU. . . .

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