Social advertising

Authors

S Shivaramu, Indian Institute of Management Bangalore

Document Type

Article

Abstract

Social Advertising is a subset of Social Marketing which in turn, is a subset of Marketing discipline. There is an increasing application of marketing concepts and tools to social issues. Here, an attempt is made to give the genesis and growth of social marketing as a distinct set in marketing discipline. For the last two decades, there has been an attempt to broaden the concept of Marketing to include social causes marketing. In India, there are many social causes which were taken up for planned social changes. Using some of the elements of communication, an attempt is made to give a framework of analysis to understand the present social communication pattern in India. Initially, one can try to classify the different types of social changes desired. This is followed by classifying the target group directed through mass media. The various communication strategy implicit in these social ads are analysed with the type of message factor prominent. The types of commercial structure utilised in communication is classified. Once tried to adopt the concept of involvement level of the target groups for various social causes, one can then decide the non-traditional commercials suitable for various social causes.

Recommended Citation

Shivaramu, S (1991) "Social advertising," IIMB Management Review: Vol. 6: Iss. 1, Article 23.
Available at: https://research.iimb.ac.in/imr/vol6/iss1/23

Publication Date

12-1-1991

First Page

33

Last Page

48