1. SDM PRESENTATIONSDM PRESENTATION
SOCIALSOCIAL
ADVERTISINGADVERTISING
SOCIAL ETHICSSOCIAL ETHICS
VALUE INVALUE IN
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2. WHAT IS SOCIAL
ADVERTISING?
 DEFINITION
It is a process for influencing human behavior on a large scale,
using marketing principles for the purpose of societal benefit
rather than for commercial profit. (Bill Smith 1999)
 It's about applying marketing and advertising principles to promote
health and social issues and bringing about positive behaviour
change.
 Social Marketing Sells a Behavior Change to a targeted Group of
Individuals.
- Accept a New Behavior
- Reject a Potential Behavior
- Modify a Current Behavior
- Abandon an Old Behavior

3. Examples of Social
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 Accept a New Behavior
 Wear a Life Vest While Boating (reduce
drowning events)
 Reject a Potential Behavior
 Pregnant woman should avoid alcohol
(reduce incidence of birth defects)

4. Examples of Social
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 Modify a Current Behavior
 Parents Wear car seat belts As a Model
(reduce injuries in accidents)
 Abandon an Old Behavior
 If You Smoke, Quit (reduce incidence of
birth defects)

5. FEATURES:-
 NON COMMERCIAL
 AIMED FOR SOCIETAL BENEFIT
 PERFORMED BY GOVERNMENT, NGO’S
OR BIG CORPORATES.
 DIRECTLY RELATED TO ATTITUDE OF
THE PEOPLE
 USE OF BIG AND POPULAR PEOPLE

6. ADVANTAGES:-
 HELPS IN ERADICATION OF SOCIAL
EVIL
 HELPS CHANGE ATTITUDE OF THE
PEOPLE OF THE SOCIETY
 HELPS CHANGE/IMPROVE REPUTATION
OF A COMPANY

7. SOCIAL CAUSES:-
 DON’T DRINK AND DRIVE
 QUIT SMOKING
 HIV/AIDS
 POLIO
 DOWRY ERADICATION
 CONSUMER INTERESTS
 ENVIRONMENT

9. AIDS AWARENESS

10. ANTI-SMOKING CAMPAIGN

11. Process of Social
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 Define Problem -Based on Analysis,
Community Assessment Already
Completed.
 Identify Behavior Change/Actions
That Could Reduce/Eliminate Problem.
 Identify Potential Audience for
Marketing Intervention.

12. CELEBRITIES ENDORSING
SOCIAL ADS
 POPULAR PEOPLE ARE BEING HIRED FOR A
BETTER IMPACT.
 People like Amitabh Bachchan, Sachin Tendulkar
are often seen in ads for social causes.
 They have been endorsing ads for social causes
like pulse polio or Asian conservation awareness.
 Recently, cricketers were seen promoting ‘World
Hand Washing Day’.
 John Abraham and Bipasha basu endorses for
environment i.e. global warming.

13. UNUSUAL METHODS
 Celebrities have even promoted education
by charging the customers one rupee extra
on the purchase of various products.
 Selling of ‘Help Age India’ cards for the
benefit old people.

14. MADY BY:MADY BY:
VIKAS MITTALVIKAS MITTAL
THANK YOU. . . .THANK YOU. . . .