SDM PRESENTATION

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
 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
 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:-
 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:-
 HELPS IN ERADICATION OF SOCIAL
EVIL

 HELPS CHANGE ATTITUDE OF THE

PEOPLE OF THE SOCIETY

 HELPS CHANGE/IMPROVE REPUTATION

OF A COMPANY
SOCIAL CAUSES:-
 DON’T DRINK AND DRIVE
 QUIT SMOKING
 HIV/AIDS
 POLIO
 DOWRY ERADICATION
 CONSUMER INTERESTS
 ENVIRONMENT
AIDS AWARENESS
ANTI-SMOKING CAMPAIGN
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
 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
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. . . .
MADY BY:
JASMEET SINGH
NISHITA MAHAJAN
PRANAV NAGPAL
RADHAPRIYA SRIVASTAVA
SAKSHI MANAKTALA
CHEERS!!!