Business Process Reengineering
SOCIAL ADVERTISING FOR A BETTER TOMORROW
Mrs. T.V. Ratnavali
Associate Professor, Department of Management
Aurora’s PG College, Ramanthapur, Hyderabad-500013 saimohana1@gmail.com Mrs. M.Madhavi
HOD, Department of Management
Aurora’s PG College, Ramanthapur Hyderabad-500013 madhaviprani12@gmail.com
The organizations that grow, develop and thrive in the society; and get their resources in the society must feel that they are bound by duty to give something to the society in return to all that they get. This obligation was not felt by the organizations earlier as much as it is being now. Many organizations also felt that they would get a competitive edge and also an elevation of status by engaging in socially responsible activities. They are also urging the general public to care for the ecology so that the survival of humans is not endangered. The motive of this paper is to observe the differences between social and corporate advertising; to learn about the efforts of organizations in elevating some of the neglected sections of the society; and their message to the public that if ecology is taken care of, only then can we survive.
The methodology adopted is the descriptive method and the data relied upon is the secondary data about organizations like Mahindra and Mahindra and some government agencies that took initiative in spreading understanding about activities like Sarva Shiksha Abhiyan, polio immunization campaign and the like.
Keywords: Advertising, Organizations, Truths and Myths, Social Good, Ecology, Ozone Depletion, Corporate Responsibility, Education
Social advertising is the use of advertising to inform the public about a social issue or to influence their behavior. Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Examples of social marketing include the use of campaigns to encourage people use seat belts, follow speed limits, or
Mrs. T.V. Ratnavali
Associate Professor, Department of Management
Aurora’s PG College, Ramanthapur, Hyderabad-500013 saimohana1@gmail.com Mrs. M.Madhavi
HOD, Department of Management
Aurora’s PG College, Ramanthapur Hyderabad-500013 madhaviprani12@gmail.com
The organizations that grow, develop and thrive in the society; and get their resources in the society must feel that they are bound by duty to give something to the society in return to all that they get. This obligation was not felt by the organizations earlier as much as it is being now. Many organizations also felt that they would get a competitive edge and also an elevation of status by engaging in socially responsible activities. They are also urging the general public to care for the ecology so that the survival of humans is not endangered. The motive of this paper is to observe the differences between social and corporate advertising; to learn about the efforts of organizations in elevating some of the neglected sections of the society; and their message to the public that if ecology is taken care of, only then can we survive.
The methodology adopted is the descriptive method and the data relied upon is the secondary data about organizations like Mahindra and Mahindra and some government agencies that took initiative in spreading understanding about activities like Sarva Shiksha Abhiyan, polio immunization campaign and the like.
Keywords: Advertising, Organizations, Truths and Myths, Social Good, Ecology, Ozone Depletion, Corporate Responsibility, Education
Social advertising is the use of advertising to inform the public about a social issue or to influence their behavior. Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Examples of social marketing include the use of campaigns to encourage people use seat belts, follow speed limits, or
References: 1. Kotler, Philip and Gerald Zaltman, Social marketing: An approach to planned change, Journal of Marketing, Vol. No. 36, 1971, pg. no. 3-12 2. Gangopadhyay, Saswati, Use of women in advertisements and the issue of social responsibility, Global Media Journal – Indian Edition/ Summer Issue / June 2011. 3. D’Amato, Alessia et. Al, Corporate Social responsibility and sustainable business, Center for Creative Leadership, Post Office Box 26300, Greensboro, North Carolina 27438-6300, www.ccl.org