WRITTEN REPORT

ON

POLITICAL MARKETING &

SOCIAL ( AWRENESS ) MARKETING

Submitted by: Submitted to:-

MANKIRTAN SINGH Lr. KULJIT K. MINHAS

RQ1809A11

10800320

BBA(HONS)

1
 INDEX
Particulars Page
no.
Objectives ,Introduction 03
Functions of political marketing 04
Political campaign 05
Political advertisement in India 06
Different media in recent elections 09

Social (awareness) marketing / campaign 12

Examples of social marketing 13
Social challenges & initiative by Indian 14
govt.
Conclusion 20
Bibliography 22

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 OBJECTIVE

Political marketing

The environmental analyses to produce and promote a competitive

offering which will help to realize the organizational aims and satisfy
groups of electors in exchange for their votes.

Social marketing

It applies techniques to create, communicate, and deliver value in order to

influence target audience behaviors that benefit society (public health,
safety, the environment and communities) as well as the target audience.

POLITICAL MARKETING

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Political Marketing

Political marketing as being not just about Political advertising, party

political broadcasts and electoral speeches but covering the whole area of
party positioning in the electoral market.

Political marketing as a set of strategies and tools to trace and study

public opinion before and during an election campaign, to develop
campaign communications and to assess their impact.

We can define political marketing in three ways that are as follows:-

Functions of Political marketing

Political campaign

Political Advertisement etc.

1. Functions of Political marketing

Functions of political marketing are pre- requisites for successful political

marketing management. According to political marketing theorist, there 4
generic functions of a successful political marketing which includes the
following:

Product Function:

In political marketing practice, there should be an exchange Between

political parties and electorate in the electoral market. Like marketing
each political party has to offer some product which they wanted to sell in
the market. Here party wants to market its product which is the promise
of a good government.

In some cases, the product may be image of the candidate, an ideology or

certain specific foreign policies. In USA, the main product function of
Democratic Party was to sell Obama Brand and good governance based
on change.

Cost Function

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In political marketing, cost function refers to the management of
attitudinal and behavioural barriers of voters through calculated campaign
strategies. The voter should receive all the information regarding the
product without spending money for it.

News Management Function:

It is the management of publicity of the candidate and party. Public

relation activities, media management, online advertising campaign
management etc are news management functions. In the era of
communication revolution news management plays a vital role in success
of political marketing.

Fund Raising Function:

Political marketing management cannot survive without fund raising. In

fact the success of other functions largely depends on fund raising
function. In order to provide the political actor with appropriate
resources, a distinct fund raising function needs to be addressed. A
political party depends to a varying extent on membership fee, donations,
etc.

2. Political campaign

A political campaign is an organized effort which seeks to influence the

decision making process within a specific group. In democracies,
Political campaigns also include organized efforts to alter policy within
any institution or organization.

Campaign advertising

Campaign advertising is the use of paid media (newspapers, radio,

television, etc.) to influence the decisions made for and by groups. These
ads are designed by political consultants and the campaign's staff.

• Media management

The public media (in US parlance 'free media' or 'earned media') may run
the story that someone is trying to get elected or to do something about
such and such.

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 • Mass meetings, rallies and protests

Holding protests, rallies and other similar public events may be a very
effective campaign tool. Holding mass meetings with speakers is
powerful as it shows visually, through the number of people in
attendance, the support that the campaign has.

• Modern technology and the internet

The internet is now a core element of modern political campaigns.

Communication technologies such as e-mail, web sites, and pod casts for
various forms to enable faster communications by citizen movements and
deliver a message to a large audience. These Internet technologies are
used for cause-related fundraising, lobbying, volunteering, community
building, and organizing.

• Other techniques

 Writing directly to members of the public (either via a

professional marketing firm or, particularly on a small scale, by
volunteers)

 By distributing leaflets or selling newspapers

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  Through websites, online communities, and solicited or
unsolicited bulk email Organizing political house parties.

Parties want to reach to the maximum number of voters and earn largest
share of their minds and hearts. Political parties indulge themselves into
political communication to influence masses.

3. Political advertising in India

In India the major credit of introducing political advertising on large and

programmed way goes to BJP which had launched an ad campaign on
television.

The 'India Shining' campaign that marked the beginning of a new age of
political advertising in India.

Introduction

In mid January 2004, the former Prime Minister (PM) of India - Atal
Bihari Vajpayee (Vajpayee) announced plans to dissolve the 13th Lok
Sabha and go for early elections in April-May 2004.

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The BJP decided to leverage its popularity and initiated a major poll
campaign with the slogan 'India Shining.'

The campaign was aimed at highlighting the progress India had made
during the tenure of Vajpayee as PM. The campaign was supported by
another catch phrase 'Feel Good Factor.'

By the end of January 2004, almost all leading television channels,

newspapers and magazines in India had carried advertisements as part of
the campaign. Reportedly, the BJP spent close to Rs 5 billion on the
campaign.

United Progressive Alliance

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The Congress party has bought the rights for the Oscar winning
soundtrack Jai Ho from the movie Slum dog Millionaire and this
song will be used as the official campaign tune by the party. The
song title Jai Ho translates to Let there be victory, and the Congress
hopes that this popular song will galvanize the masses during the
almost one month long election season.

On March 24, 2009, Congress President Sonia Gandhi released the party's
manifesto for the 2009 election. The party's slogan for the election is
Aam Admi Ke Badthe Kadam, Har Kadam Par Bharat Buland
which roughly translates to The common man moves forward, And
with his every step India prospers. The manifesto highlights all the
achievements of the UPA Government over the last 5 years in
power.

National Democratic Alliance

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To counter the Congress' selection of Jai Ho as their official anthem, the
BJP coined the phrase Kushal Neta, Nirnayak Sarkaar which
translates to Able leader, decisive government. The BJP hope to
benefit from the fact that they have been consistently projecting one
single leader, Advani, as the party's Prime Ministerial candidate for
more than 1 year.

The BJP intends to use Advani's name & image as the main focus in these
elections.BJP also launched parody of Jai ho. It is shown in the
media as Bhay ho.

Having taken on Congress's somewhat triumph list "Jai ho" campaign

through its "Bhay ho" parody, BJP is looking to marshal statistics
and visuals to argue that development projects have slowed down,
and threat of terrorism undiminished.

The web-bases campaign has modest targets but is perhaps the most
interesting part of the party's poll efforts. It begins by hoping to
enrol a lakh of volunteers online in addition to some 40,000 who
have signed up. Those who sign up will be asked to organise small
neighbourhood or drawing room discussions on politics and will be
provided videos and presentations by the BJP.

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The party had submitted a Rs 42-44 crore budget for the campaign with
the election commission of India.

Different media used for advertisements in recent elections

With political advertising crossing over Rs 600 crore in ad spends this

year, Let us discuss all those media types and their advantages.

Television

Only 15% of the total campaign budgets are spent on TV ads.

Advertising experts believe it is because TV does not give political

parties enough bang for the buck. A 10 second spot can sell for
anywhere between Rs. 5,000 on a regional language channel to at
least Rs. 1.5 lakh on a popular channel during prime time,

“Voter banks are not in big cities but in rural areas where posters,
meetings and mobile vans reach out to more potential voters than a
TV ad which costs 10 times the amount

Outdoor advertisements

The outdoor medium gets a higher budget than television. According to a

media buyers, 20% of the Rs. 400 crore advertising budget was
spent on outdoor, while 15% was spent on television.

According to a leading outdoor advertising agency in Delhi, hoardings in

a city such as Delhi cost political parties Rs. 2.5-5 lakh for a month
depending on the location and can be as low as Rs. 50,000 a month
in smaller towns. The cost of advertising in bus shelters for a month
can be between Rs. 80,000 and Rs. 1.5 lakh for digital print banners,
full-page advertisement across all editions of a national newspaper
that can cost up to Rs. 1.7 crore a day.

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A hoarding of Indian National Congress

Print

“Yes, print is a localized from of advertising but the main reason for
using so much of this media is because these political campaigns are
all developed (at the) last minute and print is the fastest way to do it.
All it needs is some script, party symbol and mug shots of the
politicians”,

Print ad by INC

Internet

The BJP and congress have tracked US President-elect Barack Obama’s

successful online campaign-social networking sites such as
Facebook, Orkut and MySpace have communities built around the
two parties and individual politicians. On Facebook, for instance, a
BJP group has 275 members who engage in discussions and post
information on important dates and events related to the elections,

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 while Congress Leader Sonia Gandhi and Prime Minister
Manmohan Singh have their own communities built on the site with
358 and 1,310 supporters respectively. “It's the success of Obama's
campaign we are trying to replicate here,”

The BJP has launched a website for its prime-ministerial candidate L.K
Advani. It had one, too, for V.K Malhotra, its chief ministerial
candidate for Delhi. The Congress opted for a dedicated Internet
campaign for the Rajasthan assembly elections.

A colorful image from BJP’s official website

Social (awareness) marketing / campaigns

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Social marketing is the systematic application of marketing alongside
with other concepts and techniques to achieve specific behavioual goals
for a social good.

• Social marketing recognize that information alone does not change

behaviors.

• Social marketing focus on target audiences, include their needs,

wants and motivators.

• Social marketing focuses on making behaviors easy, fun and

popular.

Examples of social marketing

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Accept a new behavior

• Wear a life vest while boating (reduce drowning event)

Reject a potential behavior

• Don’t drink alcohol while pregnant (reduce incidents of birth

defects)

• Don’t let your child swim alone or don’t leave alone in bathtub
(reduce drowning event)

• Don’t use toxic fertilizers (enhance water supply and quality)

Modify a current behavior

• Drink > 8 glass of water daily (reduce incidents of birth defects).

• Parents wear life vests as a model (reduce drowning events).

• Water deeply but slowly to reach roots (enhance water supply and
quality).

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 MANY KEY SOCIAL CAHLLENGES

Some Initiatives by Indian govt.

Women Empowerment

Women Empowerment refers to increasing the spiritual, political,

social or economic strength of Women. It often involves the empowered
developing confidence in their own capacities.

• Having decision-making power of their own

• Having access to information and resources for taking proper

decision

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 • Having a range of options from which you can make choices (not
just yes/no, either/or.)

• Having positive thinking on the ability to make change

• Ability to learn skills for improving one's personal or group power.

• Involving in the growth process and changes that is never ending

and self-initiated

Child Marriages

Child marriage usually refers social phenomena practiced in some

societies in India, where a young child (usually a girl below the age of
fifteen) is married to an adult man. As per law, the marriageable age is 21
for males and 18 for females.

Facts and figures about child marriage

Percentage of girls getting married before the age of eighteen in different

states is alarming

• Madhya Pradesh – 73%

• Rajasthan – 68%
• UP - 64%
• Andhra Pradesh – 71%
• Bihar – 67%

Reasons for early / child marriages and steps to be

undertaken
• Poverty
• Low level of education of girls

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 • Lower status given to the girls and considering them as financial
burden
• Social customs and traditions

Government Initiatives

• Child Marriage Restraint Act

• In an effort to curb the practice of child marriages the states of

Rajasthan, Gujarat, Maharashtra, Karnataka and Himachal Pradesh
have passed laws that mandate the registration of all marriages in
order to make it a valid marriage.

• According to “National Plan of Action for Children 2005,”

(published by the Department of Women and Child Development
of India) a goal has been set to eliminate child marriage completely
by 2010

All Are Equal

Caste system is the bane for the Indian society. The caste system divides
the Indian society into sectarian groups and classes.

Some of the evil faces of this system are

Untouchability - Many villages are separated by caste and they may not
cross the line dividing them from the higher castes. They also may not
use the same wells or drink in the same tea stalls as higher castes.

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Discrimination - They often donot have the facility to electricity,
sanitation facilities or water pumps in lower caste neighborhoods. Access
to better education, housing and medical facilities than that of the higher
castes is denied.

Division of labour – They are restricted to certain occupations like

sanitation work, plantation work, leather works, cleaning streets etc.,

The Indian Government has enacted laws to remove untouchability and

has also brought in many reforms to improve the quality of life for the
weaker sections of society. Few among them are:

• Constitutionally guaranteed fundamental human rights

• Abolition of ‘untouchability’ in 1950
• Scheduled Caste and Scheduled Tribe (Prevention of Atrocities)
Act, 1989

Anti Dowry

Dowry is a social evil in the society that has caused unimaginable

tortures and crimes towards women. The evil has taken lives of women
from all
Stratas of society - be it poor, middle class or the rich. However it is the
more due to their lack of awareness and education.

A few basic practices to be followed to meet this end are

• Educate your daughters

• Encourage them to have their own career
• Teach them to be independent and responsible
• Treat them (your daughter) equally without any discrimination
• Do not encourage the practice of giving or taking dowry

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 No Tobacco

Most people are unaware of the extent of the harm that tobacco causes,
even if they have some idea that it is a health risk.

Tobacco companies use packaging and other advertising techniques to

make tobacco appealing, while distracting consumers from the harsh
reality of how tobacco destroys health.

It is a proven fact that warnings on packaging are an inexpensive and

powerful way to show the truth about tobacco consumption. Warnings
that include images of the harm that tobacco causes are particularly
effective.

Ill effects of Smoking

Tobacco is the leading preventable cause of death. More than five million
people die from the effects of tobacco every year

It is the only legal consumer product that kills when used exactly as the
manufacturer intends. Up to half of all smokers will die from a tobacco-
related disease.

Tobacco companies spend tens of millions of dollars every year

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'Atithi Devo Bhava': Indian Tourism Ministry Social Awareness
Program to Boost Tourism

'Atithi Devo Bhavah' is a Social Awareness Campaign aimed at providing

the inbound tourist a sense of being welcomed to the country. The
campaign targets the general public as a whole, while focusing mainly on
the stakeholders of the tourism industry. The main components of the
campaign are training and orientation to taxi drivers, guides, immigration
officers, tourist police and other personnel directly interacting with the
tourists, while simultaneously creating brand equity for the trained
persons.

"Atithi Devo Bhavah" involves Sensitisation, Screening, Induction,

Training & Orientation, Certification and Feedback of key stakeholders
of the Tourism industry in India.

Ministry of Tourism, Government of India has introduced “Atithi Devo

Bhavah Program”- A nation wide campaign that aims at sensitising key
stakeholders towards tourists, through a process of training and
orientation.

Atithi Devo Bhava aims at creating awareness about the effects of

tourism and sensitizing people about preservation of our rich heritage &
culture, cleanliness and warm hospitality. It also re-instills a sense of
responsibility towards tourists and re-enforces the confidence of foreign
tourist towards India as a preferred holiday destination.

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Why Atithi Devo Bhavah?

Last year we had 3.3 million visitors, but when you consider that
Singapore gets 7 million a year. Thailand 9.6 million a year. Malaysia
11.5 million.

It’s simple logic, if someone in a house is rude to you, as a guest, you

don’t encourage your friends and relations to go there.

Inspiration behind Atithi Devo Bhavah ?

Respect has always been an integral part of the Indian soul. From time
immemorial we have always respected - Our teachers, our elders, our
parents and our guests.

This inspired us to go back to those years, when Indian hospitality set the
standard for the world

and we found the keystone of what we want to do

Or guest is blessed.

Our visitor is God.

That how we arrive at our mission called 'Atithi Devo Bhavah'

Conclusion
Political marketing
Political marketing is a new era in advertisement industry. Different
parties use different sources to capture the attention of their voters.
We can define political marketing through their different functions
which are product function it includes the image of the party or
candidate and their afforts towards the society. In news management
function it highlights the party works or initiatives, fund raising
function describes the membership fee or donation etc.

Parties can do marketing through different media sources like through

news paper, internet, rallies, post cards, billboards or through
television.

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The origin of political marketing in India in 2004 by BJP govt. through
campaign “INDIA SHINE”. BJP spent 5 billion on this
campaigning.

After that in 2009 election the UPA done their marketing through song
JAI HO, which highlights the different development works done in
the era of UPA GOVT. The total money spent on this campaign is
Rs. 50 crore+.

Suggestion

So at present different parties use different sources for their marketing but
according to me it is totally waste of money because we cant judge
or reli on voters that through this type of advertising or marketing
the voter can give their vote

But it is a way of counter attack for both parties to highlight their work or
performance or publicity for their party.

Social marketing
Social (awareness) marketing is a great way to change the individual
behavior through different initiatives or through making awareness.
In present era there are different issues related to social marketing
which includes women empowerment, dowry system, child labor,
anti alcohol campaign or consumer awareness etc.

Indian govt. do different initiatives to highlight the program, for exp.

Now in India Indian govt. boost the tourism through campaign of
atithi devo bhava through incredible India.

Suggestion

Social marketing is good program to bost the social awareness for

humane beings.in india lots of initatives done by govt, but it could
be in limit like the advertisement related to social awreness is done
only in national channels mostly, govt should take initaiives with
private players to bost the social awareness program.

Govt. should organize different events for social marketing in rural areas
through the help of different NGOs.

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Bibliography

www.google.com

www.nhhealthpolicyinstitute.unh.edu/ec/ppt/03_social-
marketing.

http://www.google.co.in/#hl=en&q=objective+of+social+market
in

http://www.docstoc.com/docs/656819/Political-Marketing

http://www.social-marketing.org/sm.html

http://www.google.co.in/#hl=en&biw=1024&bih=629&q=vario
us+social+awareness+marketting+in+india.

http://www.incredibleindia.org/newsite/atithidevobhava.htm

http://www.indg.in/social-sector/social-awareness/women
empowerment/resolveUid/4c67190cfc1b4c1a7fa1cfcaa2f0fa21

http://www.indg.in/social-sector/social-awareness/stop-child-
marriages/stop-child-marriages

http://www.indg.in/social-sector/social-awareness/all-are-equal/all-are-
equal

http://www.indg.in/social-sector/social-awareness/dont-promote-dowry-
system/dont-promote-dowry-system

http://www.indg.in/social-sector/social-awareness/no-tobacco/no-tobacco

http://www.incredibleindia.org/newsite/atithidevobhava.htm

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