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Impact of Social Advertisement on Indian Society

Impact of Social Advertisement on Indian Society

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Published by Sushil Giri
Impact of Social Advertisement on Indian Society,
A Research Proposal
Impact of Social Advertisement on Indian Society,
A Research Proposal

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Published by: Sushil Giri on Sep 07, 2012
Copyright:Attribution Non-commercial

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06/12/2013

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1.
Impact of Social Advertisement on Indian Society1
 
Introduction
Newspaper in India is regulated by Ministry of Information andBroadcasting (I & B) and registered by Registrar of Newspapers for India(RNI). Print media started in India 1780. The first newspaper in IndiaTHE BANGAL GAZATTE was started in 1780.Today in India has more than 84000 registered newspaper and biggestnewspaper market in the world- over 32.92 Cr. copies circulated perday.The first classified was published in Bangal Gazatte, it was weeklynewspaper. Then after its journey was started and today Indiangovernment spent Rs. 4,19,70,52,667 Cr. year 2011-2012 by Directorateof advertising and visual publicity (DAVP)Social advertising means not promotion or sell of the product orcommercial services. It does not result in rupee but it is raise awarenessabout a quality of life or a social issue. It acts with the matters of publicinterest such as social change, political ideas, economic policies,developmental programmes etc. Advertisements play very importantrole in our life, as indicators of social and economic progress. Theyreveal the direction of change in our values. In fact, a society withoutadvertisements is unthinkable. Advertising has become an importantmedium of mass education.
 
 
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Impact of Social Advertisement on Indian Society2
 
Social Advertising campaigns could improve the pace of developmentand guide social change. They can uplift the tone or tenor of thesociety. Social advertising is an important part of Indian public, policywhether that policy relates to communications, family welfare,education, health, and environment or to national integration.Social Advertising represents ad formats that engage the social contextof the user viewing the ad. Whereas in traditional, non-social,advertising the ad is targeted based on what it knows about theindividual person or the individual page, in social advertising the ad istargeted based on what it knows about the individual user's socialnetwork.Social Advertising is the first form of advertising that systematicallyleverages historically "offline" dynamics, such as peer-pressure, friendrecommendations, and other forms of social influence.Social Marketing Sells a Behavior Change to a targeted Group of Individuals.
Accepts a New Behavior Modify a Current BehaviorReject a potential Behavior Abandon an Old Behavior
 
 
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Impact of Social Advertisement on Indian Society3
 
“It's about applying marketing and advertising principles to
promote
health and social issues and bringing about positive behavioral change.”
 Social advertising is used for implementation of programs designed tobring about social change using concepts from commercial marketing.Through this board activity we try to create the general awarenessabout various social and ecological problems.The Government and social organistions have started advertisingcampaign to inform, educate people in different areas of social interest.They used the print media as the major source for the communication.By-performing some street plays and some celebrity endorsementadvertisements in our board.Social advertising identified the social problem and then an advertisingcampaign designed to solve the problem. The social problem may berelated to some kind of behavior like smoking or taking drugs, they giveout the message like anti-smoking, anti-drugs etc. in newspapers, onbill boards, and in the form of short advertisements on television.Advertising ideas, such as, reduce traffic jam, improve health, conserveof natural resources, family Planning, educate girls, and eradicate childmarriage etc. serve basic social and economic needs.Social advertising approach is used for informing, educating andpersuading the society on basic issues.

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