Social Advertising in India

Social Advertising in IndiaAuthor: amita charan  Social Advertising in India Health Care Sector Social Marketing: putting people at the heart of policy, communications and delivery to encourage behaviour change. The term social marketing was first coined in the 1970s and refers to the application of marketing to the solution of social and health problems.  However, over the years there has been a growing perception that it is being confused with generic marketing especially recently with the advent of on line tools such as “social media” and “behavioural targeting”. The health communications field has been rapidly changing over the past two decades. It has evolved from a one-dimensional reliance on public service announcements to a more sophisticated approach which draws from successful techniques used by commercial marketers, termed "social marketing." Rather than dictating the way that information is to be conveyed from the top-down, public health professionals are learning to listen to the needs and desires of the target audience themselves, and building the program from there. This focus on the "consumer" involves in-depth research and constant re-evaluation of every aspect of the program. In fact, research and evaluation together form the very cornerstone of the social marketing process While social marketing initially developed from a desire to capitalize on commercial marketing techniques it has in the last decade matured into a much more integrative and inclusive discipline that draws on the full range of social sciences and social policy approaches as well as marketing.

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09.06.2010