Social Advertising in India
Social sector advertisements in the print medium during the period January-June 2007 have registered a 17 per cent drop in volumes compared to the same period in the previous year. According to a recent AdEx India study, a division of Tam Media Research, the dip was due to lack of issues that required immediate communication. “Social sector advertisements are almost always issue-driven. So, if there is an issue that requires urgent communication, for instance, awareness on how to tackle sudden occurrence of bird flu, social sector advertisements automatically go up. Therefore, the 17 per cent dip in print advertisements by social sector in 2007 may be because the advertisers did not haveany immediate communication requirement,” pointed out Siddhartha Mukherjee, vice-president of communications, TAM Media Research. While the print ads for social sector went down, they saw a 10 per cent rise in volumes on television in the same period as compared to the previous year. The agency says the two could be linked. “Audio-visual medium, with celebrity endorsements, appears to push the credibility of the issue. For instance, if Amitabh Bachchan is pitching for polio immunisation, a lot more families, especially in rural areas, would take interest in it,” Mukherjee said. According to the AdEx report, in early 2007, maximum social ads were endorsed by Amitabh Bachchan with ‘health awareness’ ads being most prominent among all. According to advertising agencies, organisations that advertise heavily in social sector ads, spend at least Rs 5 crore annually in print advertising.Pages: 1 2 [3] 4 5
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