SOCIAL ADVERTISING: AN INSIGHT ON ITS POSITIVE IMPACT

P. Narendar Goud

Abstract


This paper attempts to look at the positive impact of social advertising. The marketing environment in India has undergone changes since the early decade of the 1990s ever since the economic reforms were announced. The idea behind the early Indian campaign was the progress of the country and moving towards a better future. However, the campaigns were a huge flop because of its plain and dingy look. There was a need to come out of box to re-invent the social advertising to which could appeal to the masses. Also, there arose a need to reach out to the market over and above the clamour of competition. As a result the advertising industry flourished. The advertising also came under scrutiny, time to time, to suit the necessary cultural and traditional changes in the society.

The present paper, titled “Social Advertising: an Insight on Its positive Impact”, attempts to study the positive impact of the social advertising. The paper focuses on defining social advertising, theories of social advertising etc. It also analyses three case studies to show the positive impact of the social advertising.


Keywords


Social Advertising, Liberalisation, Cognitive Level of Explanation, Cultural Level of Explanation, Social Level of Explanation,

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