Social Marketing & Celebrities Endorsement

A Presentation On

Presented By:Palkesh.B.Prajapati M.B.A. Sem -3

 Any paid form of no personal communication about an organization, product, service, idea or cause by an identified sponsor.  All over the world, Advertising has been considered the most successful tool for Marketing, It is having great Persuasive Power, So that Marketers use this advertising tool at a large.

Social Advertising
 Social Advertising is conceived as an application of Advertising concepts and techniques to various Socially beneficial ideas and causes.  According to Kotler Social Advertising means “The design, implementation, and control of programs calculated to influence the acceptability of social ideas, and involving consideration of products, planning, pricing, communications, and advertising research.

• Social Advertising is used in the Advertisements of the Ideas like, Bell Bajaao Movement, Water & Fuel Conservation, Family Planning, Use of Contraceptives, Domestic Violence, Consciousness about Voting rights, Beti Bachao Movement, Nirmal Gujarat, Jago Grahak Jago etc. • Creating awareness about dieses like AIDS, TB, Breast Cancer, Malaria, Dengue, & Swine Flue.

Celebrities Endorsement
 Celebrities are the People who enjoy Public Recognition by a large share of certain group of People, they are experts in their Fields, having wide influence in Public life and Social domain.  Attractiveness, Special Skills, Extra Ordinary Life Style, and Demigod Status can be associated with them. The overall Personality, Charisma, and Stature of Celebrities also play very important Role.

Social Advertising & Celebrities Endorsement
Social Advertisement & Celebrities
           Polio Drops:- Amitabh Bacchan, Aishwarya Rai, Rahul Dravid. Vivek Oberoi:- T.B. Dots. Rahul Dravid:-T.B. Dots. Eye Donation:- Aishwarya Rai. Blood Donation:- Sachin Tendulkar. Indian Tourism, Awareness About Voting, Patriotism, :- Amir Khan. AIDS:- Jacky Shrooff. Jago Grahak Jago:- Raza Muraad, Reema, Faruk Shekh. Bell Bajaao Movements, (DomesticViolence):-Boman Iraani, Mallika Sarabhai. Beti Bachao Movement:- Kapil Dev. Family Welfare:- Raveena Tondon.

Important Aspects While Using Celebrities
 While selecting the Celebrities for Social Advertising, There should not conflicts between the Message or the Product and Celebrity’s Personality, there should be balance and Relation ship for the same.  If People do not find obvious relationship between the message and Celebrities, than It will fail in it’s effectiveness. E.g. Shakti Kapoor & Salman Khan are not suitable for Domestic Violence.

Social Advertising without Celebrities
• There are so many Social Advertisements in which Celebrities are not used. • Save Petrol, Save Water. • Don’t Drink And Drive. • Bell Bajaao. • Infection Roko, Hero Bano. • Jago Grahak Jago. • Educating Women about Contraceptive Pills. • Use Condoms (Jo Bola Wo hi Sikanadar). • Voting Consciousness (If you are not Voting on the Day of Election than You are sleeping).

 Thus, It is clear that Social Advertising helps lot to the Society so It is necessary that concept has to be treated with care.  These Campaigns requires lot of money to design it very carefully and innovatively.


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