SOCIAL ADVERTISING FOR A BETTER TOMORROW
Mrs. T.V. Ratnavali
Associate Professor, Department of Management
Aurora’s PG College, Ramanthapur, Hyderabad-500013
HOD, Department of Management
Aurora’s PG College, Ramanthapur Hyderabad-500013 firstname.lastname@example.org
The organizations that grow, develop and thrive in the society; and get their resources in the society must feel that they are bound by duty to give something to the society in return to all that they get. This obligation was not felt by the organizations earlier as much as it is being now. Many organizations also felt that they would get a competitive edge and also an elevation of status by engaging in socially responsible activities. They are also urging the general public to care for the ecology so that the survival of humans is not endangered. The motive of this paper is to observe the differences between social and corporate advertising; to learn about the efforts of organizations in elevating some of the neglected sections of the society; and their message to the public that if ecology is taken care of, only then can we survive. The methodology adopted is the descriptive method and the data relied upon is the secondary data about organizations like Mahindra and Mahindra and some government agencies that took initiative in spreading understanding about activities like Sarva Shiksha Abhiyan, polio immunization campaign and the like.
Keywords: Advertising, Organizations, Truths and Myths, Social Good, Ecology, Ozone Depletion, Corporate Responsibility, Education
Social advertising is the use of advertising to inform the public about a social issue or to influence their behavior. Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Examples of social marketing include the use of campaigns to encourage people use seat belts, follow speed limits, or not to smoke in public.
Although "social marketing" is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an oversimplification. The primary aim of social marketing is "social good", while in "commercial marketing" the aim is primarily "financial". This does not mean that commercial marketers can not contribute to achievement of social good.
Corporate giants today are targeting at doing good to the society from which the organizations have found their routes. We have examples of Procter and Gamble’s Shiksha campaign, Mahindra’s and Naandi Foundation’s joint effort in Nanhi Kali, TATA’s community development activities, Maruti Udyog’s engineering in the manufacture of automobiles that are environmental friendly.
1.1 Objectives of the study
1. To observe the differences between social and corporate advertising;
2. To learn about the efforts of organizations in elevating some of the neglected sections of the society;
3. To gain knowledge about their message to the public that if ecology is taken care of, only then can we survive.
1.2 Research methodology
The methodology adopted is descriptive and the data relied upon is the secondary data about organizations and government agencies that put their endeavor to educate the customers through various media. The information has been gathered from journals, websites of organizations and prescribed texts.
1.3 Review of literature
In an article titled “Social marketing: An approach to planned change” (1971) , the authors Philip Kotler and Gerald Zaltman stated that the techniques applied to the marketing of goods and services can also be applied for socially good causes. In another article authored by Dr. Saswati Gangopadhyay, titled “Use of women in advertisements and the issue of social responsibility”(2011), social responsibility especially in case of women is found to be wanting as...