Case: group 1 :PSI India-Balbir Pasha

Saturday September 27, 2014 ( 8:30-10 am)

Time : (80 minutes) + 10 min wrap up and class discussions & take aways

Questions:

1 Provide an overview of the case-key issues and challenges ( 10 min)

2 Do you think it is wise for PSI India to shift gears from its previous communication
strategy and develop a mass media campaign in its fight against AIDS? ( 15 min)

3 Assuming the mass media campaign is approved, how should the ad budget be
allocated between the different media( assume a campaign that runs for three months)
( 15 min)
4 What are the barriers to the adoption of preventive innovations and the role of
marketing communications in overcoming them ? (15 min)
5 Relate this to any other live examples that faces such challenges in the Indian market
context( 10 min)
6 Present some noteworthy social campaigns ( videos/ print/ direct mailers/promotions)
that deal with a similar or related health or social issue to change public perceptions and
social concerns ( 15 min)
7 Wrap up class discussions and take aways : ( 10 min)