Introductio n

INTRODUCTION
Marketing touches our lives in a number of ways everyday. We all take part in the marketing process as consumer of goods and services. A substantial amount of what we spend on buying the products pays for marketing costs. Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others. Nearly forty years ago, this uestion was raised, !why can"t you sell brotherhood and rational thinking like you sell soap"". #n other words, can the principles used in marketing of products be applied to the marketing of ideas, particularly, those demand beneficial to the society. $he human mind is uni ue. #t has the potential of churning out imaginative ideas about almost anything and everything. $he phenomenal progress made by man both in material and non%material sphere is direct conse uence of his yearning for giving concrete shape to ideas. $he idea of being able to fly like birds gave rise to the wonderful flying machines that we know as aero planes. &imilarly, the desire for listening to good uality music resulted in the invention of gramophone. #deas possess a tremendous potential to stimulate and direct human thought and action. #mportant changes can be brought about in socio%cultural, economic and potential spheres of human activity through proper management of human ideas. Modern marketer has not overlooked the significance of human ideas. The American Marketing Association has, in fact, included them within preview of marketing by defining the later as process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organi'ational ob(ectives. Marketing people are shifting the focus from mere profit maximi'ing to maximi'ing mutually beneficial relationships. Marketers have to be in constant touch with their customers. $hey need to understand the changing and growing needs of the customers. Marketing of ideas means a possible service that an advertiser might offer to target group whereas concept is an elaborated version of the expressed in meaningful target group terms. &o the selling of intangible things, no matter what is produced, is selling )

concept. &elling and advertising is only the tip of the marketing iceberg. *or last two decades, there has been an attempt to broaden the concept of marketing to include social cause marketing. +Source: ,gger, -onovan . &park, 1//01.

1.1 SOCIAL MARK TIN!

&ocial marketing was originally defined as the design, implementation, and control of programme, calculated influence to increase the acceptability of social ideas, cause or practice in a target group and involving consideration of product planning, pricing, communication and market research. #t utili'es market segmentation consumer research, concept development, communications, facilitation, incentives and exchange theory to maximi'e target group response. $he primary focus of social marketing is to create social value. +Source: Kot"er 2 et al, )33), &ocial marketing 4 #mproving the uality of life1 $he social marketing was conceived to be an application of various socially beneficial ideas and causes of products and services, in commercial sense synonymous terms might be social cause marketing or public issue marketing. &ocial marketers can pursue different ob(ectives, produce understanding +knowing the nutritional value of different foods1, trigger a one%time action +participating in a mass immuni'ation campaign1, and attempt to change behavior +auto seatbelt campaign1, change a basic belief +convincing anti%abortion adherents to believe in a woman"s right to abortion1.

1.1.1 SOCIAL DIM NSIONS

$he social relevance of advertising is much debated, which given its relatively high profile is not surprising. 2ossibly the most massive contribution which advertising makes to society is to make more products affordable to more people, by making 0

volume sales possible for manufacturers and information available to consumers. 5eside that contribution, the occasional complaint that advertising creates discontent by showing products which some cannot afford pales into insignificance. 6arious social concepts are highlighted as below7%

1.1.# SOCIAL C$AN!

&ocial marketing is a new concept, and its effectiveness relative to other social change strategies is hard to evaluate. #t is difficult to produce social change with any strategy, let alone one that relies on voluntary response. &ocial marketing has mainly been applied to family planning, environmental protection, energy conservation, improved nutrition, auto driver safety, and public transportation and there have been some encouraging successes. 5ut more applications are needed before we can fully assess social marketing"s potential for producing social change. 8ver many years, pressure groups have tried to influence advertising so as to bring about +so they hoped1 social change. $he morality of attempting social engineering through advertising or any other means is always going to be contentious, but as far as advertising professionals are concerned it is mostly unachievable. $he view inside the business is that social trends are forces vastly more powerful than advertising and that to set promotional funds against the way that consumers are going is futile. #t is a fundamental truism that no matter how much it costs to alter perception of say an out of date brand, to make it relevant to modern consumers, it is at least theoretically achievable. $he reverse however, altering lifestyles to suit the product, has to be something which no professional would take seriously. *eminists railed at advertising for many years during the 1/93s for depicting women in traditional domestic roles which conflicted with the image they wanted to present of the :new woman". #t was advertising"s tendency to mirror society, which irritated these groups and to some extent they did succeed in persuading advertisers to show women in a new light. ;owever the ma(or influence was clearly exerted by the target consumers themselves. <

Women living a :traditional" homemaker life resented being depicted in that role and simply preferred to see themselves in a more liberated role. Many advertising concepts are pre%tested amongst the target consumers. =ltimately this testing, and the many focus groups which are organi'ed during the creation of advertising, are consumer democracy in action. >onsumers themselves censor advertising and agencies and researchers pass what is learned back to the advertiser. When advertising agencies sense that something has become, if not a trend, then something which consumers can relate to, they are uick to reflect it in advertising. #n fact leading advertisers have claimed that the most valuable thing that agencies can bring them is insight. An example of how agencies have sensed not the social desirability, but the social acceptability of a new social dimension, is in their portrayal of multiracial situations. Advertising in all parts of the world, the =nited &tates, &outh Africa, the =nited ?ingdom and elsewhere has routinely shown a social mix of black and white at a level which simply does not exist in real life for most people. $his was evidenced by the recent =nited ?ingdom >antle @eport into origins of racial tension, which concludes that, even in this long%established multiracial society, :many communities operate on the basis of a series of parallel lives." ;owever the vision of integration has not (ust become politically correct, but very acceptable to the ma(ority of consumers, even if it does not describe reality for them today. +Source: Aing et al 1//), Mano%% 1/BC1. $o some extent it must be true that advertising has helped to :normali'e" such scenes and thereby to encourage them. We will discuss how this might apply to sustainability later. #n making media diversity a reality and freeing information from state control, advertising helps to spread and defend democracy. #n developing markets, advertising has helped to bring education and entertainment to towns and villages which have never seen on $6. Mobile cinemas toured West Africa as long as <3 years ago, showing films and promoting products like -ettol disinfectant and -isprin analgesic, along with washing and household products. C

A more recent counterpart is the Droup Africa organi'ation originating in &outh Africa, touring ,ast Africa and many other areas on an established circuit. Droup Africa presents entertaining sponsored shows which promote and educate about products like ,veready batteries, mai'e products, soap and washing powder and 6aseline. ,ducation can play a large part especially in promotion of healthcare products and in stressing the advantages of hygienically packaged foods like ?imbo cooking fat. >learly these are commercial enterprises and the aim is to promote products, however they represent real social benefits which are very valuable to people in rural Africa. =rban populations similarly benefit from sponsored educational radio and $6 programmes covering a wide range of sub(ects. $he inevitable uestion is whether advertising undermines local cultures and promotes western values to the detriment of indigenous onesE Again, the answer seems to come down to whether one sees high standards of living as particularly :western" or as something aspirational for all. ,very act in advertising which is not in line with established consumer cultures is likely to be expensive, ineffective and unproductive.

1.# S & N '(s O) SOCIAL MARK TIN!

&ocial marketing was born as a discipline in the 1/93s, when 'hi"i* Kot"er and !era"+ ,a"tman reali'ed that the same marketing principles that were being used to sell products to consumer could be used to !sellF ideas, attitudes and behavior. +Source: Kot"er and ,a"tman, 1/911. Lot"er An+erson defines &ocial marketing as !differing from other areas of marketing only with respect to the ob(ectives of the marketer and his or her organi'ation. &ocial marketing seeks to influence social behaviors, not to benefit the marketer, but to benefit the target audience and general societyF Aike commercial marketing, the primary focus is on the consumer%on learning what people want and need rather than trying to persuade them to buy what we happen to be producing. Socia" marketing has the %o""o-ing 's:. G

 'ro+uct:

$he social marketing !2roductF is not necessarily a physical

offering. A continuum of products exists, ranging from tangible, physical products +e.g. condoms1, to service +e.g. medical exams1, practices +e.g. breast feeding, oral rehydration therapy or eating a heart healthy diet1 and finally, more intangible ideas +e.g. environmental protection1. 'rice: !2riceF refers to what the consumer must do in order to obtain social marketing product. $his cost may be monetary or instead it may re uire the consumer to give up intangibles, such as time or effort, or to risk embarrassment and disapproval. '"ace: !2laceF describes the way product reaches the consumer. *or tangible product, this refers to the distribution system including the warehouse, trucks, sales force, retail outlets where it is sold, or places where it is given out for free. *or an intangible product, place is less clear cut, but refers to the decision about the channels through which consumers are reached with information or training. 'romotion: $he 2romotion consist of the integrated use of advertising, public relations, promotions, media advocacy, personal selling and entertainment vehicles. $he focus is on creating and sustaining demand for the product. A++itiona" Socia" Marketing /'(s 'artnershi*: &ocial and health issues are often so complex that one agency can"t make a dent by itself. Hou need to team up with other organi'ations in the community to be really effective. Hou need to figure out which organi'ations have similar goals to yours% not necessarily the same goals% and identify ways you can work together. 'o"ic0: &ocial marketing programmes can do well in motivating individual behavior change, but that is difficult to sustain unless the environment they are in support that change for the long run. 8ften, policy change is needed, and media advocacy programmes can be effective complement to a social marketing programme. 9

 'o"itics:

$he issue addressed by social marketing programmes is often

controversial or complex, such as safer sex or violence and may need some political diplomacy with community organi'ation to gain support, to get access to the target audience or to head off potential adversaries at the pass. $he root of social marketing lies in form known as social advertising. #n recent years advertising emerged as powerful social and economic force. 5efore the industrial revolution, when goods were produced by indigenous producers, need of the consumer could hardly be met. $he industrial revolution resulted in mass production, so it became imperative for the producers to inform, educate and persuade the public to buy the product and servicesI it is through advertising producers meets its ob(ective. &ocial advertising aims to reach one or a number of target groups in order to initiate and effect changes in their ideas and behavior. $he starting point of social marketing is getting to know the target audience thoroughly through market research, its socio and demographic make up, its psychosocial features and its needs. #t is essential that the target groups should feel that they are being personally addressed and taken seriously, with due respect to their human dignity and their private sphere. ;ence great importance is attached to the selection of promoters, multipliers and advisors as well as to their training. As in the commercial world, in social marketing too, the consumer is the king.

1.1 SOCIAL AD& RTISIN!

&ocial advertising can be defined as the advertisement messages designed to educate or motivate members of a public to undertake socially desirable actions or engage in voluntary social activity such as community service, energy conservation, recycling, promoting communityJs health and well being, such as programs that educate people about drugs, diseases. Advertising strategy designed for any social action often re uires understanding of elements of social and psychological behavior. #t also re uires detailed understanding B

of the environmental forces acting on, or restricting, the implementation of a given strategy. A social advertising campaign the following elements7 a consumer orientation, an exchange and a long%term planning outlook. +Source: Russe"" A2ratt and Diane Sacks3 1/BB4

1.1.1 A CONSUM R ORI NTATION

>onsumer orientation is probably the key element of all forms of advertising. #n social advertising, the consumer is assumed to be an active participant in the change process. $he social marketer seeks to build a relationship with target consumers over time and their input is sought at all stages in the development of a programme through formative, process and evaluative research.

1.1.# AN 5C$AN!
&ocial advertising not only shares generic marketing"s underlying philosophy of consumer orientation, but it also its key mechanism, exchange. ,xchange is defined as an exchange of resources or values between two or more parties with the expectation of some benefits. $he motivation to become involved in an exchange is to satisfy needs. ,xchange is easily understood as the exchange of goods for money, but can also be conceived in a variety of other ways7 further education in return for feesI a vote in return for lower taxesI or immuni'ation in return for the peace of mind that one"s child is protected from various diseases. ,xchange in social advertising puts a key emphasis on voluntary behavior.

1.1.1 LON!.T RM 'LANNIN! A''ROAC$

Aike generic marketing, social advertising should have a long term outlook based on continuing programmes rather than one%off campaigns. #t should be strategic rather than tactical. $he social advertising planning process is the same as in generic marketing. #t starts and finishes with research, and research is conducted throughout to inform the development of the strategy. A situational analysis of the internal and external environment and of the consumer is conducted first. $his assists in the segmentation of the market and the targeting strategy. *urther research is needed to define the problem, to set ob(ectives for the programme and to inform the formulation of the advertising strategy.

1.1.6 MO&IN! 7 8OND T$ INDI&IDUAL CONSUM R

&ocial advertising seeks to influence the behavior not only of individuals but also of groups, organi'ations and societies. Droup and macro level change are important because they also impact on health and lifestyle decisions. *or example, people"s choices about taking up exercise may be limited by their income, local service provision or social mores. Macro%level factors can also have a more direct impact on health7 for example, the presence of fluoride in the water whether natural or artificial, can improve dental health, especially among children. 5etter roads, reduced industrial pollution and improved safety standards on cars are similar examples. ,ffective social advertising messages must capture the attention of the target audience, be meaningful to their daily lives and must be short, simple and singular.

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1.6 T$ SOCI T8

CONTRI7UTION O) AD& RTISIN! S CTOR TO

2rovides information on products, services, (obs, enabling informed decisions by >iti'ens.

2rovides a platform for competitive democratic elections. ,nables charitable institutions to support themselves independently. $hrough advertising sales revenues, supports independent and diverse media choice and underwrites cost of a substantial proportion of programming.

2romotes causes and social issues from healthcare to education, safety and &ustainability.

$hrough advertising and sponsorship makes mass access to diversity of sport, arts, music, and other cultural possible at lower cost.

#s en(oyed in its own right by consumers as a medium.

:5rand image is heavily influenced by your social image % one of the most important challenges businesses are facing. 5rands will be important in setting social and political issues as traditional government fails. Any good advertising agency giving advice to a company has to include ecological issues because customers are demanding more active stands on social and environmental issues."

1.9 T$ICS IN AD& RTISIN! AND ITS IM'ACT

$he word :,$;#>&", is known as :,thikos" in Dreek and :,thicus" in Aatin. #t is derived from ethos, which means character or manners. ,thics therefore is said to be the science of morals, moral principles and rules of conduct. $he characteristics that define acceptable conduct in advertising are called Advertising ,thics. >ertain fundamental ethical issues have been codified into statutory regulations, to be followed by marketers. ;owever, it is not enough to 11

follow these legal regulations if marketers want to build a long term relationship with their customers. $o nurture their relationship with customers, marketers need to confirm to ethical standards, which society expects them to follow. $he expectations of customers and the general public should be observed carefully. 2racticing ethics in marketing means deliberately applying standards of fairness, or moral rights and wrongs, to marketing decision making, behavior, and practice in the organi'ation. #n other words, ,thics in Marketing is a sub%set of business ethics and examines the moral issues relating to marketing decisions made by organi'ations. ,thics are a collection of principles of right conduct that shape the decisions that people or organi'ations make. Marketers must develop ethical standards that are followed by the entire organi'ation and ensure that these standards are never compromised. *or e.g., a pharmaceutical >ompany may provide technical details about its products in advertisements, but hide critical information about their side effects. #n such a case, the >ompany might not be breaking any rule, but it will be morally incorrect to deprive customers of the information which may affect their health adversely. &imilarly, a salesperson of a financial services company may sell a product to a customer, which does not suit his needs. >oncern about the ethical values adopted by organi'ations is on rise, as the increasing impact of media and the increase in its reach are making information available to the public fast. $here is a myth that if a >ompany acts ethically, its profit ob(ective will be adversely affected. A firm which strictly adheres to these standards without compromising on them for short%term benefits would definitely find itself in a profitable position in the long run. :Source: +-ar+ S*ence, )33<4

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1.; ATTITUD
Attitudes are evaluative statements % either favorable or unfavorable concerning ob(ects, people or events. #n other words attitudes are state of mind or a feeling, way of regarding things, disposition or reaction, thinking to which one belongs to and which also changes from time to time and also to one"s surroundings. Attitude may be positive or negative depends upon the situations. Attitude can be seen as summation of three components%cognition, affect and behavior determining the potential relationship between attitudes and behavior. :Source: Krech . Crutch%ie"+ +1/<B1 cited in A<=en . )isch2ein, 1/B3 p.)34 Rosen2urg and $o>"an+ +1/G3 cited in A<=en . )ish2ein, 1/B31 developed a three% component view of an attitude, including measures of three response classes7 affective +sympathetic nervous responses and verbal statements of affect1I cognitive +perceptual responses and verbal statements of belief1, and behavioural or conative +overt actions and verbal statements concerning behaviour1.

1.? 7 $A&IOR
5ehavior can be defined as the aggregate of the responses or reactions or movements made by an individual in response to external or internal stimuli. #n other words, behavior is a manner of acting or controlling oneself. $here are reasons why people do the things they do, so, it stands to reason that social marketers better give people a good reason to change a behavior. Most people don"t want to make lifestyle or behavior changes. 5ehaviors are often rooted in emotion. 5arriers to behavior change are also often rooted in emotion. New behaviors need to be even more attractive than current behaviors motivating the people to change. @easons for which people act in a particular manner include7 &urvival 4 food, drink, shelter. 10

&afety 4 need for security, protection. &elf%control 4 need to control one"s own behavior, make choices, etc. &elf%esteem 4 need for a positive view or image of ourselves. &ocial relationships 4 need for acceptance, love, belonging to a group. &ocial recognition 4 need for respect, prestige, approval.

$he social advertiser"s (ob is to determine what will motivate people to change, and then position the campaign to highlight the motivating factors. +Source7 Organi=ationa" 7eha>iour /th ,dition, Ro22ins +)33311

1.@ SOCIAL AD& RTIS M NT CAM'AI!NS IN INDIA 1.@.1 AA!O !RA$AK AA!O
With the focus on empowering consumers, the government has been implementing an innovative and intensive multimedia campaign, KLago Drahak Lago +Wake up >onsumer1K to create consumer awareness in the country. Lago Drahak Lago focuses on defective products and exorbitant prices. @eali'ing the need for empowering consumers, the government has approved a scheme of @s <3/ crore during the 11th five%year 2lan on the awareness campaign aimed at helping the emergence of consumers who irrespective of age, socio% economic class or gender are empowered enough to make free, fair, and informed choices of products or services. =nder its KLago Drahak LagoK initiative, the department has tried to reach consumers through print advertisements in national as well as regional newspapers, $6 spots in -oordarshan and private channels, audio spots in All #ndia @adio and private *M channels.

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$he department has also tied%up with the postal department for display of posters on consumer awareness and printing and distribution of publicity material through -A62 and outdoor publicity through the &ong and -rama -ivision of #.5 ministry. $he department is also in the process of launching a (oint publicity campaign with ministries that are directly dealing with issues involving consumers and a (oint campaign with the 5ureau of ,nergy ,fficiency is already underway.

)igure B 1.1 Aago !rahak Aago A+>ertisement

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=pbeat over the success of the campaign, the department of consumer affairs has sought an increase in allocation for the current fiscal to @s /1 crore for the campaign through the electronic and print media and outdoor publicity covering the entire country. $he department has already spent an amount of @s </ crore till November this year against the budgetary estimates of @s 9C crore during current fiscal. $he government celebrates -ecember )< as KNational >onsumer @ights -ayK, since the >onsumer 2rotection Act, 1/BG, which is termed as a Kmilestone in the consumer movementK was enacted on this day with the ob(ective of providing Kcheap, simple and uick (usticeK to consumers. ,ncouraged by the response to its campaign, the government has intensified its consumer education initiatives by highlighting issues such as maximum retail price +M@21, labelling and standardisation and is also planning to expand the hallmarking scheme. @ight now, it focuses on defective products and exorbitant prices. $hey argue that the government needs to change it as services, and not product%related problems, are clearly troubling consumers the most. $he consumers experts, who have emphasised the importance of framing standards to protect consumer interests, higlight the need for facilitating industry to adopt voluntary standards so that consumers can get products with well%defined uality standards. $he National >onsumer ;elpline, which has been the focus of the awareness campaign, empowers consumers from all over the country to dial the toll%free number 1B33%11%<333 and seek telephonic counselling for problems that they face as consumers. :Source: www.fcamin.nic.in4

1.@.# 'ULS 'OLIO

1G

2ulse polio campaign is another successful social service programme. @a(ya &abha member and actress Laya 5achchan will figure in an ad campaign against polio that will especially target rural population where numbers of children have been afflicted with the crippling disease so far this year. A total of </3 polio cases have surfaced in the country since Lanuary )33B, with the maximum number of cases being reported from =ttar 2radesh.

)igure B 1.# 'u"se 'o"io A+>ertisement 5ollywood icon Amitabh 5achchan, who is also =N#>,* Doodwill Ambassador for polio eradication and ;#6MA#-&, is already coaxing parents on television across the nation to not to miss the polio vaccination. Apart from Amitabh 5achchan, 5ollywood superstar &hahrukh ?han and cricketer &achin $endulkar have been part of the pulse polio promotional programmes. 19

:Source: www.mohfw.nic.inMpolio.htm4

1.@.1 7LOOD DONATION

5lood donation campaign is geared towards young adults, designed to raise awareness about the importance of and need for blood donation to foster a new generation of lifelong blood donors.

)igure B 1.1 7"oo+ Donation A+>ertisement $he new campaign was developed to catch the attention of young adults, especially 19%)< year olds, to increase awareness of the need for regular blood donation and to 1B

set the foundation for lifelong donor behavior. ,ducation plays a very important role in the promotion of voluntary blood donation among youth. $hrough education we can develop ade uate knowledge, positive attitude, and appropriate practice among youth towards voluntary blood donation ensuring safe and ade uate blood supply throughout the country. 5lood donation signifies selfless service to humanity. 2eople are educated that if they donate blood after every three months, then blood is replaced soon and no weakness is caused. &o people should come forward, donate blood and become regular donors for the noble cause. +Source: www.indianblooddonors.com1

1.@.6 AIDS ACAR N SS

Aids awareness campaign has been made to target people above 1B years including &ex workers to avoid indulgence in those activities which lead to ;#6 or A#-&. $he battle against ;#6MA#-& is not (ust about fighting the disease. #t also involves taking on the obstinate mindset, irrational fears, superstition and removing social stigmas that shroud the disease. And who better than actors and sportspersons, with their huge fan following, to communicate with people and dispel the myths. Megastar Amitabh 5achchan has been one of the biggest voices against the disease. #n early )33C, the =nited Nations >hildren"s *und +=N#>,*1 appointed him a Doodwill Ambassador to educate people about ;#6MA#-&. >ricketer @ahul -ravid has lived%out his :youth icon" status by spreading the message for safe sex N the best preventive for ;#6MA#-&. $here have also been the odd fundraising fashion shows where Aishwarya @ai, A(ay -evgan, et al have walked the ramp to raise money for A#-& patients.

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)igure B 1.6 Ai+s A-areness A+>ertisement $he current advertisement, featuring &habana A'mi, is most effective for its warmth and directness7 #t shows the actress embracing an A#-&%afflicted child and assuring that the disease does not spread through non%sexual contact. After listing the ways in which the ;#6 virus can spread, she says in ;indi while hugging the child, K$his way you can only spread love thus promoting the awareness relating to A#-& among masses and causes for the same. +Source7 www.mohfw.nic.inMAdvertisementsnaco.htm1 )3

1.@.9 'OLLUTION CONTROL

)igure B 1.9 'o""ution Contro" A+>ertisement .1 Dlobal warming is changing the worldJs climate rapidly. #cebergs are melting, oceans are rising, and nature is revolting. Act now, conserve energy and treat the planet with respect, or weJll have a world at sea. A rolling flood temporarily swamped several areas of the online world as part of a campaign to illustrate the potential environmental and financial impacts of climate change. K8ur message was, you may have a second life, but you still need to offset your second life in real life,K said -avid de @othschild, a Aondon%based environmentalist and adventurer whose nonprofit Adventure ,cology helped stage the flood.

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)igure B 1.; 'o""ution Contro" A+>ertisement . # Deneral public is made aware about the environmental concerns i.e. to avoid cutting of trees, go for environmental favorable use of devices which cause pollution so as to protect the world from global warming and preserve nature. :Source: www.keralapcb.org4

1.@.; DON(T DRINK AND DRI&

Alcohol%related accidents are so prevalentI an estimated <3 percent of all persons in the #ndia involved in a traffic mishap blamed on alcohol at some point in their lives. -on"t drink and drive campaign is targeting the youth of today. $he commercial aims at giving a solution in case anyone overdoes drinking. $he message is spread in a very subtle manner that in case people are going out and wish to drink, they should take a ))

taxi or public transport to have a safe drive back home. #t"s all about educating people about responsible consumption of alcohol.

)igure B 1.? Don(t Drink an+ Dri>e A+>ertisement #t is said that when a person is drunk, he cannot hold even a pen properly, let alone driveO $hose who love to have alcohol should know how to en(oy it responsibly. $he likelihood of having an KaccidentK increases with every drink a driver takes. 2eople who drink and drive should exercise self control. +Source: www.arrivesafe.org1

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1.@.? ADO'T A C$ILD

>reative ads made by 8gilvy . Mather Atd for an adoption child #ndian organi'ation. $he organi'ation !#ndian Association for 2romotion of Adoption and >hild WelfareF is trying to provide to #ndian kids a house and a new family that can give back to these kids considerably more warm, thank and love. Many of us can give to these children proper conditions for their life. &o they are suggesting adoption as a need and better life for these kids. Adopt. You will receive more than you can give.

)igure B 1.@ A+o*t a Chi"+ A+>ertisement :Source: www.live(ournal.com4

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Review of Literature

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R &I C O) LIT RATUR

&ocial advertising has come after the success of commercial advertising and uses the same principles as used in the advertising. &o it has become essential to present a brief review of these studies. $hough, social advertisement is comparatively new but the studies conducted in the field of advertising are of great help in making social advertising campaigns. *or social advertising a problem is identified and then a campaign is made to solve this problem. $he problem can be related to some kind of behavior in which individuals are indulging in, inspite of it being risky +smoking, taking drugs1.$he consumers are unaware of some services or goods, which can improve their lives +family planning, health care, etc.1 or some group is unresponsive to needs of the others by ignoring things +environmental pollution1. &ocial advertising is an effort to control the process of change is in the desirable direction leading to favorable results. 5efore starting the survey, desk research was done to find out which studies have been already conducted related to selected topics. $he research helped in understanding the meaning of social advertising. 8ther studies related to social marketing, media message, marketing segmentation, attitude helped in this study. &o this chapter presents the review of studies conducted in this area.

Arch2isho* Aohn ' )o"e03 :1DD?4E Advertising can itself contribute to the betterment of society by uplifting and inspiring people...Dovernments should not seek to control and dictate policy to the advertising industry any more than to other sectors of the communications media". 2resident *ranklin -elano @oosevelt, once said in context for social advertisements that, :#f # were starting my life over again, # am inclined to think that it would go into the advertising business in preference to almost any other. $he general raising of the standards of modern civili'ation among all groups of people during the past half century would have been impossible without the spreading of the knowledge of higher standards by means of advertising." )G

Kot"er :1DD14 concluded that good planning and control of advertising depend, critically, on measures of advertising effectiveness. Most of the money is spent by the agencies on pre testing. $he much less is spent on post evaluating their effects. Most advertisers try to measure the communication effect of an advertisement, i.e. its potential effect on awareness, knowledge of preference. &o, a company must know its advertising ob(ectives. #s right amount is being spent on advertisingE ;ow is the budget determinedE #s the advertisement theme effectiveE What do customers and public think about the advertisingE #s the advertising media well chosenE #s the internal advertising stall ade uateE ,tc.

Shi> Ramu :1DD14 studied the type of social changes occurring in #ndia, which need social advertising as an effective communication process. #t also discusses the communication strategy based on the attitude consistency%discrepancy model, for a completed planned social change. ,ight strategies have been suggested relevant to different messages and appeal factors pertinent to appropriate segmentation techni ues. #t also discusses the types of different commercials based on above messages and appeal factors, situational context and involvement level, etc.

Aas-a" :1D@D4 while writing about !preventive ,ducation in drug abuseF stated that mass media, at the national level, must work to create public awareness about the issue. $he purpose of all this is to make the public understand the dangers of drug abuse and to mobili'e public participation in the war against drugs.

Moore :1D@94 concluded the study to find out the correlation of successful advertising campaigns. $hey conducted a study to find out that campaigns were successfully increasing awareness due to following facts7 2roduct effectiveness. #ntensity of competition. )9

Appropriate media selection. =ni ue and creative messages. Ade uate managerial, financial resources for advertising. Nature of market.

Sheth an+ )ra=ier :1D@#4 reported the model of planned social change, which consist of following characteristics7 $he social behaviour to be changed must be identified and well defined. $here should be a policy ob(ective with respect to magnitude andMor direction of social change. &ome entity should be unmarked as the change agent and supplied with appropriate resources of powers. 8ne or more strategy of change should be utili'ed.

2lanned social changes are therefore, a managerial process rather than a behavioural task, that re uire making decision as to which strategy is better to use, in what combination and for which target group in order to achieve policy ob(ective related to bringing about a perspective and magnitude and direction of change of given social or consumption behaviour. $he model suggests that change agent must not be in terms of strategy approach but seriously consider segmenting the total strategy population and utili'e the mix of influence strategies on selective basis form among those that facilitate reinforcement, inducement, rationali'ation and confrontation process.

)oF an+ Kot"er :1D@G4 studied the impact the social advertising had on the society and found this to be a positive reinforce of social change. #t also discusses the social marketing as an approach to social change, describes its evolution and reviews social )B

marketing application and assesses their impact. &ocial marketing is a topic of growing interest to non profit organi'ations, which confront new, complex, market problems. $hese institutional heads are taking their first tentative step towards marketing, often confusing with its advertising and selling sub functions. Non profit organi'ations can introduce marketing in a number of ways such as applying a marketing committee or task force hiring an advertising agency or marketing research or marketing director or vice president.

Rothschi"+ :1D?D4 studied the impact of social advertisement and found that is likely to promote beneficial social changes in an effective manner. #t also discusses the social marketing as an approach to social change in an effective manner. #t also discusses the social marketing as an approach to social change, describes its evolution ad reviews social marketing techni ues, applications assesses their impact. $o use marketing, communication techni ue effectively for public and non%profit sector problems. Ma(or differences between them include the presence of very high or very low involvement, issues offering few perceivable benefits to involvement. A framework for considering high and low involvement case is considered and options for marketer are presented. $he limits of marketing communication with reference to these variables are7 ,xtreme level of involvement. $he absence of reinforcers. $he need for highly centrali'ed attributes.

5y determining the limits for existing theories and techni ues, the discipline of marketing communication will grow, and potential for strategic success will increase.

Michae" an+ Arnon :1D?;4 reported that recall of advertisement is widely used as a measure of advertising effectiveness. $he rationality of using is the belief that recall of an advertisement is necessary condition for a change in attitude and behaviour. )/

Advertiser hypothesi'es that if the purpose of advertising is to sell, it must communicate best and good advertisements are those that will producer the greatest memory impression. 'ierre $u**ert3 advertising consultant concluded that, :5rand image is heavily influenced by your social image % one of the most important challenges business is facing. 5rands will be important in setting social and political issues as traditional government fails. Any good advertising agency giving advice to a company has to include ecological issues because customers are demanding more active stands on social and environmental issues."

Sheth an+ Cright :1D?64 reported that the use of marketing techni ues has been expanding in our society i.e. most persons are familiar with recent campaigns to market political candidate and their platformsI conserve energy and abstain from smoking. $he potential of various science theories in context of social marketing have been studied.

;owever, Krisher3 Dar"e0 an+ Dar"e0 :1D?14 concluded that direct relationship holds between fear and attitude enhancement. 8ther studies +;igbee, 1/G/, la tour and pitts, 1/B/1 conclude that stronger fear appeals in social advertisements are more effective than weak fear appeals, especially in health and safety topics such as dental hygiene, smoking, A#-& prevention and safe driving practices.

La=er an+ Ka""0 :1D?14 concluded that advertising is the use of paid media by a seller to communicate persuasive information about its product, service or organi'ation and is a potent promotional tool. $he use of such marketing techni ues is expanding in our society. Most persons are familiar with recent campaigns to market political candidate and their platform, conserve energy and abstain from smoking. $hese effort encompassing various aspects of marketing go beyond simple advertising. *or instance, some !stop smokingF organi'ations sponsor informational 03

seminars, distribute special products to alleviate desire to smoke in those who want to uit smoking and initiate publicity aimed at general public pressure within discipline of making advertisements and among general public to expand the application of modern techni ues and theories in dissemination of social ideas. Aike any other social development the trend may have positive or negative social effect. Ansar0 an+ Kramer :1D?14 found that social marketing today is in transition phase whereas traditional marketing dealt only with the product, the term product has gradually been expanded to include services and the concept of marketing itself has been broadened. #n essence broadening the concept means extending the application of marketing technology to the marketing of organi'ations, persons, places, and ideas. #dea marketing has been labeled as !social marketingF since it involves the promotion of social causes such as safe driving and anti smoking campaigns.

Kot"er an+ =a"tman :1D?14 concluded that social marketing is defined as the design, implementations and control of programmes calculated to influence the acceptability of product planning, pricing, communication, distribution and marketing research. $hey also defined social advertising as a cost effective way to disseminate the messages, whether to build brand preferences for coca%cola or to practice birth control. $he roots of social marketing lie in the formation approach, in the form of social advertising. 2roperly designed, these campaigns can influence attitude and behavior.

$ig2ee :1D;D4 concluded that evoking too much fear appeal in an advertisement touches of intense feeling of anxiety, which causes individual to avoid the advertisement.

,ie"ske :1D9D4 concluded that advertising repetition is essential for optimal consumer response. ;e found that repetition is essential for optimal consumer response. ;e found that repetition of a message as many as 10 times continued to increase 01

consumer response as measured by recall of the message. When these repetitions were masses over a period of 10 weeks, that response peaked uickly, but also decayed rapidly after the campaign. ;owever, when the repetition was spaced out once a month over a year, the response continued to increase steadily during that period to reach a similar peak, but with much less decay.

0)

Research Methodolog y

00

O7A CTI& S O) T$ STUD8

,very study is conducted with key ob(ectives and aims kept in the fore. Without aims and ob(ectives the study is like a ship without radar. &o aims and ob(ectives of this study are7 11 $o study the extent of exposure and level of awareness to select &ocial advertising >ampaigns. )1 $o analy'e the attitude of people towards social advertisement. 01 $o study the effectiveness of social advertisement in terms of change in attitude of the respondents. <1 $o study the effectiveness of social advertisement in terms of change in behavior of the respondents. C1 $o study the liking of people regarding these advertisements.

0<

R S ARC$ M T$ODOLO!8
@esearch methodology is a way to systematically solve the research problem. $he research methodology included various methods and techni ues for conducting a research. !Marketing @esearch is a systematic design, collection, analysis, and reporting of data and finding relevant solution to a specific marketing situation or problem.F &ciences define research as ! the manipulation of things, concepts or symbols for the purpose of generali'ing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in practice of an art.F @esearch is thus, an original contribution to the existing stock of knowledge marketing for its advancement, the purpose of research is to discover answers to the uestions through the application of scientific procedure. My research pro(ect has a specified framework for collecting the data in an effective manner. &uch framework is called !Research DesignF. $he research process which was followed by me consisted following steps7
DEFINING THE RESEARCH OBJECTIVE DEVELOPING THE RESEARCH PLAN
COLLECTING THE INFORMATION ANALYSING THE INFORMATION

PRESENTING THE FINDINGS

1.1 D )ININ! T$ 'RO7L M H R S ARC$ O7A CTI& S

#t is said, !A problem well defined is half solvedF. $he step is to define the pro(ect under study and deciding the research ob(ective. The definition of problem includes A stu+0 o% im*act o% socia" a+>ertisement -ith res*ect to attitu+e an+ 2eha>ior.

1.# D & LO'IN! T$ R S ARC$ 'LAN

$he second stage of research calls for developing the efficient plan for gathering the needed information. -esigning a research plan calls for decision on the data sources, research approach, research instruments, sampling plan and contacts methods. $he 0C

research is descriptive in nature and is aimed at analy'ing the impact of social advertisement with respect to attitude and behavior. $he development of @esearch plan has the following &teps7 a.4 Data Sources

$wo types of data were taken into consideration i.e. &econdary data and 2rimary data. My ma(or emphasis was on gathering the primary data. $he secondary data has been used to make things more clear. i. 'rimar0 Data: -irect collection of data from the source of information, including personal interviewing, survey etc. ii. Secon+ar0 Data: #ndirect collection of data from sources containing past or recent information like, Annual 2ublications, 5ooks, Newspaper and Maga'ines etc.

1.1 R S ARC$ A''ROAC$

&urveys are best suited for -escriptive @esearch. &urveys are undertaken to learn about people"s knowledge, beliefs, preferences, satisfactions and so on and to measure these magnitudes in the general public. $herefore # have done this &urvey for the -escriptive @esearch 2rocess.

1.6 R S ARC$ INSTRUM NT

5efore an attempt was made to collect the information from the sample, desk research was conducted to see through literature and other library material available on the sub(ect. 6arious related studies in consumer goods advertising and social marketing were reviewed to have through knowledge. 5efore considering how to collect information from the respondents and after having the background knowledge,

0G

uestionnaire was developed to obtain responses pertinent to the ob(ective of this research. $he important factors to be studied were listed. &tructured, undisguised interview schedule for the purpose of collecting primary data was designed. A part of interview schedule was aimed at getting information related to the respondents socio%economic background such as age, income, level of education etc. Among the sub(ects discussed were awareness of social advertisements, their response to these i.e. relevance of and identification with the message, change in attitude and behavior etc. and reason for reservation against some ads. $he uestionnaire was close ended. &ome of the uestions were dichotomous i.e., yes or no type. &ome were in the form of checklist. #t was basically an opinion survey in which the reaction of the respondents in connection with various aspects of the study were recorded. $he research included what they thought of the advertisements. a.4 Sam*"ing '"an $he sampling plan calls for the following decisions. I. Sam*"ing unit: Who is to be surveyedE $he target population must be defined that has to be sampled. #t is necessary so as to develop a sampling frame so that everyone in the target population has an e ual chance of being sampled. $he sampling unit of this pro(ect was >handigarh, Mohali . 2anchkula. II. Sam*"e Si=e: ;ow many people have to be surveyedE Denerally large sample gives more reliable results than small samples. A sample of C3 respondents has been selected from >handigarh and its surrounding areas. *ifty respondents belonging to different age groups, income groups, sex, educational background and professional background have been selected from selected localities. $he sample has been selected conveniently.

09

III.

Contact Metho+s 8nce the sampling plan has been determined, the uestion is how the sub(ect should be contracted i.e. by telephone, mail or personal interview. ;ere in this survey, # have contacted the respondents through personal interviews.

I&.

Sco*e o% the stu+0 $here are many social issues being considered presently. #n order to restrict the scope of study due to shortage of time, only a few campaigns were selected moreover, this formal research may not be necessarily the solution. 8ne will have to spend more time, indeed, short term or long term7 there is no better teacher than experience. &o all the advertisements should be tested for their effectiveness so that the time, money and energy are not wasted. $he research work was completed within a time frame of eight weeks. As #ndia is a vast country, the people from various castes and creed have different cultures, beliefs, traditions, languages, and ethnic group etc., which affect their attitudes. $he advertisements, which are more effective for a certain group, may not be effective for others. &o there is need to examine the feasibility of segmentation to create more reliable and effective communication. &tudy can also be done on a type of workable appeals used in these advertisements because different appeals have different impact of message design and construction.

1.9 S L CTION O) CAM'AI!NS

$here are a number of social advertising campaigns being run on television. $hey are classified into 13 ma(or groupsI such as family planning, health care, technology mission, environmental awareness, social attitude, safety, patriotism, and government advertisements on saving and legal aspects. #n order to restrict the scope of study following advertisements were selected looking into the general interest of the public. $he list of campaigns selected for the study is given below7% A#-& awareness.

0B

*amily planning. Aiteracy campaigns. 2ollution control. 2ulse polio. &ave oil.

1.; COLL CTIN! T$ IN)ORMATION

$he collection of data is a tedious task. *or conducting any sort of research data was needed. &o for my research, there was plenty of primary data and for increasing the validity of information collected, some books, (ournals, pamphlets, information about the company were studied and taken into considerations. After this, # have collected the information from the respondents with the help of uestionnaire. a.4 Co""ection o% 'rimar0 Data: 2rimary -ata is the data collected from the original source. #n my survey and study, there was optimum availability of primary data because every aspect was witnessed carefully at each point. Puestionnaire and personal interviews were the main instruments, which were used for collecting primary data. 2.4 Co""ection o% Secon+ar0 Data: &econdary -ata is the one which has already been collected by someone else and some other person is using that information. $he source of secondary data was books and websites related to the company. $he competent staff of the company helped me a lot in providing information about the company.

1.? ANAL8, T$ IN)ORMATION

$he next step is to extract the pertinent findings from the collected data. # have tabulated the collected data and developed fre uency distributions. $hus the whole 0/

data was grouped aspect wise and was presented in tabular form. $hus, fre uencies and percentages were prepared to render impact of the study. -ifferent statistical tools have been used in the study. *or e.g.7 mean, standard deviation test etc.

1.@ 'R S NTATION O) )INDIN!S

$his is the last and important step in the research process. $he findings are presented in the form of graphs, pie charts, conclusions, suggestions and recommendations after data analysis.

<3

LIMITATIONS O) T$ STUD8
Aike any other study, this study is also sub(ect to certain limitations. $hese are explained here under so that the findings of the present study can be seen in their proper prospective7% -ue to paucity of time and resources a countrywide survey was not possible hence only >handigarh and its surrounding areas were undertaken for pro(ect study. $he possibility of respondent"s responses being biased cannot be ruled out. 8nly a few social advertisement campaigns could be taken for the study due to time constraint. &ince a small sample was chosen so it may not be true representative of population under study. &ome of the respondent could not answer certain attributes affecting be incorrect. the

analysis. &ome bias could have crept into the data and some proportions may

<1

Data Analysis and Interpretatio n

<)

DATA ANAL8SIS AND INT R'R TATION R S'OND NT(S 'RO)IL

A part of the interview schedule was aimed at getting basic information relating to the respondent"s socio%economic background, awareness and attitude towards social advertisements. $he general information has been tabulated in the table given below7

! ND R Male *emale Tota" Ta2"e 6.1

NUM7 R )9 )0 9G

' RC NTA! C< <G 1GG

!en+er o% the Res*on+ents

8ut of C3 respondent C< Q were males while <G Q of respondents were females.

)igure 6.1 'RO) SSION NUM7 R ' RC NTA!

<0

&tudents &erviceman 5usiness ;ousewives Tota"

1B 1C 11 G 9G Ta2"e 6.# 'ro%ession o% the Res*on+ents.

0G 03 )) 1) 1GG

$he table shown above reveals that 0G Q of the respondents were students while the percentage of serviceman was 03 Q, businessman and housewives being at )) Q and 1) Q respectively.

)igure 6.#

R S'ONS

NUM7 R

' RC NTA!

<<

Hes No Tota"

<< G 9G

BB 1) 1GG

Ta2"e 6.1:. Num2er O% Res*on+ents Cho Catch Socia" A+>ertisements. $his table shows that BB Q of the respondents watch social advertisementsI whereas 1) Q of respondents do not watch social advertisements. &ee figure <.0.

)igure 6.1

<C

O2<ecti>e 1: To stu+0 the eFtent o% eF*osure an+ "e>e" o% a-areness to se"ect Socia" a+>ertising cam*aigns

AD& RTIS M NT A#-& Awareness. *amily 2lanning. Aiteracy campaigns. 2ollution >ontrol. &ave 8il. 2ulse 2olio. Tota".

NO O) R S'OND NTS 1C < ) 13 9 1) 9G

' RC NTA! 03 B < )3 1< )< 1GG

Ta2"e 6.6: A-areness o% the Socia" A+>ertisements among Res*on+ents.

)igure 6.6

<G

$he above table reveals that maximum awareness among the respondents is of A#-& Awareness +03 Q1, followed by pulse polio having +)< Q1 and pollution control which is +)3Q1. see figure <.<

M DIUM $elevision #nternet @adio Maga'ines Tota"

NO O) R S'ONS S 0G 0 C G 9G

' RC NTA! 9) G 13 1) 1GG

Ta2"e 6.9: Most Success%u" Me+ia %or Socia" A+>ertising. $he table reveals that most of the respondents +9) Q1, feels that television is the best medium for social advertising followed by +1) Q1, who feels that maga'ines are the best for social advertising. &ee figure <.C

<9

)igure 6.9 R S'ONS Hes No TOTAL 0C 1C ' RC NTA! 93 03

Ta2"e 6.; A-areness o% Socia" Issues 'rior to Socia" A+>ertising cam*aigns $he table above shows that most of the respondents +93 Q1 were aware of social issues before social advertising campaigns. 8nly +03 Q1 of them were not aware of the social issues. &ee figure <.G

)igure 6.;

O2<ecti>e #: To ana"0=e the attitu+e o% *eo*"e to-ar+s socia" a+>ertisement.

'arameter

Least %%ecti>e :CT 14

%%ecti>e :CT #4 9 1C <B

Most %%ecti>e :CT 14 03 )C

Mean Score

#nformative 5elievable

10 13

).0< ).03

>onvincing Worth @emembering

B 19

)) )0

)3 13

).)< 1.BG

Ta2"e 6.? O*inion o% the Res*on+ents Regar+ing the

%%ecti>eness o% Socia"

A+>ertisements -ith Res*ect to the %o""o-ing 'arameters. $he table shows that effectiveness of social advertisements with respect to :#nformation" giving ability is maximum followed by :5elievability" and ability to convince. $he remembering of social ads is minimum amongst listed attributes.

O*tionI-eight &ocial advertising is the most appropriate way of taking up social issues on various media. $he time of telecast of various social ads is proper. &ocial advertising is the cost effective way to disseminate social messages. &ocial ads are informative and educating. &ocial advertising helps in identifying and highlighting problems of society. &ocial works for welfare of society. &ocial advertising creates public awareness. $oo much fear appeal used in advertisements creates wrong impression or generates a scare among people.

Strong"0 agree -t:#4 10

Agree Ct:14 1C

Neither agree Nor +isagree Ct:G4 11

Disagree Ct:.14 11

Strong"0 Disagree Ct:.#4 3

Mean score 3.G

)9

1)

%3.3)

19

1<

11

3.9

00

10

1.CG

)0

13

11

3./B

1C

0C

1.0

10

0)

1.1G

11

1)

1C

</

&ocial advertising is wastage of money. &ocial advertising is a boring and useless concept. &ocial campaign with a celebrity or some influence or opinion leaders are much successful. Dovt. and social organi'ation should concentrate more on social advertising for creating awareness among people. &ocial advertising helps in mobilising public participation e.g. pulse polio.

)/

10

%1.3B

1C

03

%1.C

1)

)B

11

)C

13

<

3.BG

)3

1C

<

3.B)

Ta2"e 6.@ 'erce*tion to-ar+s Socia" A+>ertising

C3

MeanR strongly agree x ) S Agree x 1 S Not agree or Not disagree x 3%-isagree x 1%&trongly -isagree x ) 133 +No. 8f @espondents1

$he table shows that mean score for different options of social advertising. $he respondents agree that social advertising is the most appropriate way of taking up social issues on various media. 5ut they have varied responses to the statement that the time of telecast of social ads is proper. $he respondents are of option that social advertising is a cost effective way to disseminate the social messages and are very informative and educative and helps in identifying and highlighting the problems of the society. $hey strongly agree that it works for the welfare of the society and creates public awareness. $hey strongly disagree to the statement that social advertising is wastage of resources and that it is a boring and useless concept. $hey fully agree to the statement that social advertising helps in mobili'ing public participation. 8verall, respondents perceive social advertising as a very positive concept.

O2<ecti>e 1: To stu+0 the e%%ecti>eness o% socia" a+>ertisement in terms o% change in attitu+e o% the res*on+ents.

R S'ONS Hes No

NUM7 R 09 10

' RC NTA! 9< )G

Ta2"e 6.D %%ect o% Cam*aigns on Res*on+ents So As To Make Them Rea"ise the Im*ortance o% These Issues. $he table no <./ reveals that 9< Q of the respondents agreed that various social advertisements made them aware of the various important social issues, while merely )G Q of them disagreed. &ee figure <.9

C1

)igure 6.? O2<ecti>e 6: To stu+0 the e%%ecti>eness o% socia" a+>ertisement in terms o% change in 2eha>ior o% the res*on+ents.

A+>ertisements

)o""o-e+ the instructions gi>en in socia" a+s

7ecame more concerne+ an+ care%u"

Cent out an+ e+ucate+ other *eo*"e

Looke+ %or more in%o. On these issues

Di+ nothing

A#-& Awareness *amily planning Aiteracy campaign 2ollution control 2ulse polio &ave oil

19 / < )) )3 10

)3 1/ G 1B 13 1)

0 B )C C 1) /

< 1< ) 1 G 13

G 3 10 < ) G

Ta2"e 6.1G &arious Action Taken 70 the Res*on+ents a%ter Coming across &arious Socia" A+>ertisements. *rom table no <.13, it can be noted that 0< Q of the respondents followed the instructions given in the social ads for A#-& awareness, whereas <3 Q of them C)

become more careful. A mere G Q of the respondents did not take any action after coming across the A#-& awareness >ampaigns. 8verall, it means that respondents believe that social advertising is very effective. &ee figure <.B

)igure 6.@ #n case of family planning campaign, 0B Q of the respondents become more concerned and careful, followed by those 1B Q, who acted as per the instructions in the social advertisements. &o far literacy campaign is concerned, C3 Q of the respondents went out and educated other people. )G Q of them did not take action in this regard. #n case of pollution control and pulse polio advertising campaigns, ma(ority of the respondents << Q and <3 Q respectively followed the instructions given in the social advertisements. #n case of save oil advertisements, a mixed response was there i.e. the respondents followed variety of actions in response to the ads. O2<ecti>e 9: To stu+0 the "iking o% *eo*"e regar+ing these a+>ertisements. C0

A+>ertisements

Timing o% Te"ecast

Message not -e"" +e"i>ere+

A**ea"s use+

Contents o% a+

Mo+e"s use+

No Reser>ation

A#-& Awareness *amily 2lanning Aiteracy campaigns 2ollution control 2ulse polio &ave oil

13 1B 10

9 C 0

0 ) B

< 9 C

< 0 13

)) 1C 11

1) 1< 10

) G 1C

C < 13

< C 0

) C )

)C 1G 9

Ta2"e 6.11 Reason %or Reser>ation against Some Socia" A+>ertisements. -espite the fact that a reasonably good number of respondents liked social advertisements, there is no reason to believe that respondents were entirely in favor of such ads. $hey did express a note of caution and reservation against some ads. $here may be host of reasons as to why the like or dislike a certain social ads. 2eople may dislike some of the ads on account of advertisement content, the message, appeal used, models used and timing of the broadcast etc. see figure <./

C<

)igure 6.D *re uency break up of these reasons for all six ads under consideration is given in the table <.11. *or the A#-& awareness campaign, CG Q of respondents are having for one or the other reason. #n case of family planning ad, 93 Q of the respondents had reservations while in case of pollution control almost C3 Q of the respondents have reservation. #n case of save oil ad, the main reason for reservation that the message has not been delivered properly.

CC

MAAOR )INDIN!S AND CONCLUSION

$his chapter provides summary and conclusions of the present study on the effectiveness of social advertisements with special reference to the technology mission and environmental awareness. $he main ob(ectives of the study were to find the extent of exposure and level of awareness. $he main ob(ectives of the study were to find the extent of exposure and level of awareness of respondents to these social campaigns, to analyse the attitude of the people towards social advertisements in terms of change in attitude and behavior. $o achieve these ob(ectives a survey was conducted in >handigarh and its surrounding areas. $he present study is descriptive research carried out by means of non%disguised, structured schedule to collect the relevant and uantitative aspect of the research pro(ect. $he respondents were interviewed personally. $he main conclusions of the study are as follows7

ACAR N SS O) SOCIAL AD& RTISIN!

As per the result of the study, most of the respondents were aware of the concept of social advertising. $he $6 media has been cited as the chief and most successful medium for social messages, followed by radio and print media. 8ut of the selected social advertisements respondents were aware of most of them. $he advertisements of literacy, save oil and pollution control were liked most by the respondents. When asked about various social advertisements about A#-& awareness, literacy, family planning, pollution control, pulse polio and oil conservation without any hesitation.

R L &ANC AND ID NTI)ICATION

All the respondents understood the messages of all the advertisements. Most of the respondents rated that the advertisements on adult literacy and immuni'ation are not meant for them but found them useful for the lower strata of the urban and rural CG

population. All the respondents identified themselves with the character portrayal in the advertisements and found the message relevant to their lives. Most of the respondents stated that it was proper to take these issues on various media. Most of them were of opinion that it was appropriate to take these issues for the present. Most of the respondents stated that it was proper to save oil, get their children immuni'ed and make the environment pollution free. $hey felt that issues like A#-& needed much more concentrated efforts. Most of the respondents were of the opinion that the campaigns made them reali'e the importance of these issues, which were related to them. $he respondents said that they had taken many measures :to prevent A#-&, to increase literacy and to save the environment" after seeing the related advertisements.

C$AN! IN ATTITUD AND 7 $A&IOUR

All the respondents felt that the flood of the communication had a significant change in the lives of people. More families are now sending their children"s to the schools, adopting family planning methods, taking care of their vehicles, conserving the energy, power and anti pollution measures. Among the poor groups, this correlation was specially communication marked because $6 and radio were the main source of information for them. $he findings of this study revealed that $6 media has very high communication potential. 2eople tend to turn to the $6 media were ma(or portion of their leisure time. Messages channeled through $6 media generally have a very powerful impact but owing to glut of messages in a viewing slot, only those messages have been presented in the novel and catchy manner, which have lasting impact. $his make television very popular and effective medium of social change. $he study of the respondents attitude towards social advertisements reveal that the messages were related to the burning C9

social issues but only those messages could initiate intended behavioral change which had either very strong back up of social issue or very effective presentation. @egarding the effect of social advertisements the analysis revealed that these advertisements had created awareness among them and helps them to change their attitude and behavior. $aking the cumulative effect on social advertisement on the respondents action, it was observed that that the intended attitudinal and behavioral change at the mass level was definitely high than that of prior to the advent of social advertisements. $he people had responded, partially or wholly to the social advertisements.

CB

R COMM NDATIONS R LATIONS$I'

Most of social messages meant for the urban people have been thought of as universal. #t is a worthwhile to examine the feasibility of respondent"s segmentation in the light of this study, in the social context. $his can be only possible by building a closer relationship with the target audience.

INT R STIN!
$he messages of broadMglobal themes such as A#-& awareness, pollution control, literacy, immuni'ation etc. should be conveyed in a plot form involving a high degree of dramati'ation of facts. $he direct messages such as save oil, etc. should make use of (ingles. More elements of humor and satire should be introduced in the advertisements.

C L 7RITI S
2opular figures, cult heroes should be used to create a message to imitative instincts. #n order to bring more awareness, street plays, and live demonstrations should also be organi'ed along the advertisements in different media. #n rural areas, the village sarpanch or prominent persons in the social gatheringMcongregations should disseminate the information about these.

TIM O) DIS'LA8
$hese advertisements should be telecast on television at prime time, like (ust before or after the popular tele%serials, and time should be ten to thirty seconds. 5esides, giving social messages through these advertisements, the time should be e ual to that of C/

commercial advertisements, alternative format such as those of tele films, tele serials and song programmes should be experimented with.

MOTIONAL ATTAC$M NT
$he idea should touch the emotions of the people. @esearches into the brain cognitive functioning are increasingly demonstrating that, even in the (udgments of apparently most%rational of issues, emotions play a strong part. *inally whatever the resulting idea is, it must be capable of capturing the viewer"s attention.

T$ M O) AD& RTIS M NT
$he idea must have value in the attention economy. As social problems are complex and interrelated, social advertisements need to be developed in the light of specific socio%economic, historical, religious and cultural framework.

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BIBLIO RA!" Y

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7I7LIO!RA'$8 AOURNALS:
Abratt, &acks +1/BB1, !2erceptions of the &ocietal Marketing >onceptF, Journal of Marketing, 6ol. 0C, 1/91, pp. 09%<). Ansary, Adel #. A ?ramer, 8rcar ,.,+1/901, :&ocial Marketing7 $he *amily 2lanning ,xperience", (ournal of Marketing. Archbishop Lohn 2 *oley, +1//91, !,thics in Advertising7 A Aook at the @eport by the 2ontifical >ouncil for &ocial >ommunicationsF, Lournal of 2ublic 2olicy . Marketing, 6ol. 19+)1, pp. 010%01C 5lair ,d. +1/991, !;ow to ask uestion about drinking and sexI response affect in measuring consumerF, Lournal of Marketing @esearch. 5lom, 2aul N. and Novenue, William -., +1/B11, 2roblems and >hallenges in social advertisingF, Lournal of Marketing. *ox, ?otler +1/B31, !$he Marketing of &ocial >auses7 $he first 13 yearsF, Journal of Marketing, 6ol. <<, pp. )<%00. ;igbee, ?enneth A., +1/G/1,F*ifteen Hears of fear arousal7 @esearch on threat appeals7 1/C0%1/GB, Psychological Bulletin, 72+G1, <)G%<<<. ;ofstede, D., 1/B3. >ultureJs >onse uences. 5everly ;ills, &age 2ublications. Laswal, &urinder ?.2., +1/B/1 !2reventive ,ducation inn -rug AbuseF. $he #ndian Lournal of &ocial Work. ?risher ###, howard 2., &usan A. -arley, and Lohn M. -arley, +1/901, !*ear 2rovoking @ecommendations, #ntentions $o $ake 2reventive Actions And Actual 2reventive ActionsF Lournal of 2ersonality and &ocial 2sychology. ?otler, 2hilip and Taltman, Derald, +1/911, !&ocial Marketing7 An Approach to 2lanned &ocial >hangeF, Journal of Marketing, 6ol. 0C, No. 0, 0%1). Lul. G)

 Aa'er, ?elly +1/901, !-o social marketing campaigns in health workE A critical analysis of four =? campaignsF, Lournal of Marketing. Moore +1/BC1, !$he @ole of Attitude toward the Ad as a Mediator of Advertising ,ffectiveness7 A $est of >ompeting ,xplanationsF, Journal of Marketing Research, 6ol. )0, pp. 103%1<0. @othschild +1/9/1, !>arrots, &ticks, and 2romises7 A >onceptual *ramework for the Management of 2ublic ;ealth and &ocial #ssue 5ehaviorsF, Journal of Marketing, 6ol. G0, pp. )<%09. &alman $. >harles, +1/BB1, #nformation >ampaigns7 5alancing &ocial 6alues and &ocial change", New -elhi7 &age 2ublications. &heth, *ra'ier +1/B)1, !A Model of &trategy Mix >hoice for 2lanned &ocial >hangeF, Journal of Marketing, 6ol. <G, pp. 1C%)G. &heth, Wright +1/9<1, 2roblems and challenges in social marketing, The Journal of Marketing. &hiv @amu +1//11, ?nowledge community7 integrating #>$ into social development in developing economies, pringer!"erlag, 6olume )1 , #ssue 0, pp. 0)/ 4 0<C. Tielske, ;. A. +1/C/1, $he @emembering and *orgetting of Advertising. Journal of Marketing, 6olume )0, March 1/C/, pp.)0/%)<0.

7OOKS:
Aaker, -avid, +1/B/1, :Advertising management", New -elhi, 2rentice ;all of #ndia Atd. A('en, #., . *ishbein, M. +1/B31. #nderstanding and Predicting Beha$iour. New Lersey7 2rentice ;all. ,gger, D., -onovan, @., . &park, &. +1//01. %ealth and the Media. Principles and Practices for %ealth Promotion. &ydney7 McDraw ;ill. G0 ocial

 ?otler, 2hilip, +)33<1, :Marketing Management7 2lanning, Analysis, #mplementation and >ontrol", New -elhi, 2earson ,ducation, #nc. Aeon D. &chiffman and Aeslie Aa'er ?anuk +)3391, !>onsumer 5ehaviorF, New -elhi7 2earson ,ducation, #nc. Manoff @? +1/BC1. 2raeger. Naresh ?. Malhotra., +)33C1, !Marketing @esearchF, New -elhi7 2earson ,ducation, #nc. @obbins &., +)3331, !Organi#ational BehaviorF, 2earson ,ducation #nc. &ontakki >.N.,+)33G1, !Advertising and &ales ManagementF, New -elhi7 ?alyani 2ublishers. &pence ,., +)33<1, !Advertising ,thicsF, 2rentice ;all #nc. ocial marketing& ne' imperati$e for public health .

C 7SIT S:
www.mentalhealth.org.uk www.pcra.org www.leaoverde)339.com.br www.prenhall.com www.adsoftheworld.com www.fcamin.nic.in www.keralapcb.org www.live(ournal.com G<

www.indianblooddonors.com www.mohfw.nic.inMpolio.htm www.mohfw.nic.inMAdvertisementsnaco.htm www.arrivesafe.org

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A$$%&'R %

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# Aman 7ansa", a student of M5A%Marketing +<th &em1 of Dian Lyoti #nstitute of Management . $echnology, is conducting a survey for the pro(ect report entitled !A study of impact of social advertisement with respect to attitude and behaviorF. &o # want your cooperation in this work. # will be obliged if you fill the below mentioned uestionnaire.

'ersona" 'ro%i"e
!en+er7 'ro%ession7 Male &tudent &erviceman U V U V U V *emale U V 5usiness ;ousewives U V U V

1. -o you watch social advertisementE

Hes U V No U V

#f, yes which Advertisement do you like the mostE a1 A#-& Awareness b1 *amily 2lanning. c1 Aiteracy >ampaigns d1 2ollution control e1 2ulse 2olio f1 &ave oil U U U U U U V V V V V V

). Which media according to you is best for social advertisingE a1 $6 U V b1 #nternet U V

c1 @adio U V

d1 Maga'ines U V

0. Were you aware of these social issues before the social advertising campaignsE

Hes U

No U

<. ?indly express your opinion regarding the effectiveness of social advertisements with respect to the following parameters.

G9

C. $ick the most appropriate option. 'arameters Least e%%ecti>e

a1 #nformative.

%%ecti>e
Neither agree Nor +isagree :G4

Most e%%ecti>e
Disagree :.14 Strong"0 Disagree :.#4

b1 5elievable. O*tionI-eight c1 >onvincing. d1 Worth remembering

&ocial advertising is the most appropriate way of taking up social issues on various media. $he time of telecast of various social ads is proper. &ocial advertising is the cost effective way to disseminate social messages. &ocial ads are informative and educating. &ocial advertising helps in identifying and highlighting problems of society. &ocial works for welfare of society. &ocial advertising creates public awareness. $oo much fear appeal used in advertisements creates wrong impression or generates a scare among people. &ocial advertising is wastage of money. &ocial advertising is a boring and useless concept. &ocial campaigns with a celebrity or some influence or opinion leaders are much successful. Dovt. and social organi'ation should concentrate more on social advertising for creating awareness among people. &ocial advertising helps in mobili'ing public participation e.g. pulse polio.

Strong"0 agree :#4

Agree :14

G. -o you feel the campaigns on various media have made you reali'e the importance of these issues E

Hes U

V GB

No U

G/

9. What were the various actions taken by you after coming across following social advertisementsE

Advertisements

*ollowed the instructions given in social ads

5ecame more concerned and careful

Went out and educated other people

Aooked for more info. 8n these issues

-id nothing

A#-& Awareness *amily planning Aiteracy campaign 2ollution control 2ulse polio &ave oil B. #f you are having some reservations against the social advertisements, then please tick the most appropriate reason for such reservations.

Advertisements A#-& Awareness *amily 2lanning Aiteracy campaigns 2ollution control 2ulse polio &ave oil

$iming of $elecast

Message not Appeals >ontents well delivered used of ad

Models used

No @eservation

93