Economic and Social Aspects of Advertising: Meaning, Definition, and Pro Bono Advertising
Advertising plays a pivotal role in capturing audience attention and promoting products or services. Explore the meaning and definition of advertising, along with the concept of pro bono advertising or social advertising aimed at public welfare. Delve into how personalities, such as Bollywood actors, are used in advertising campaigns for various purposes like raising awareness on social issues. Learn about the significant role media platforms play in sponsoring and disseminating these messages for the greater good of society.
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Presentation Transcript
Welcome to all for the Advertising Online lecture Chapter 3- Economic and Social aspect of adverting By Dr. Dhiraj Ovhal HOD of Commerce
Write Meaning, Definition and Features of Advertising Meaning:- The word advertising comes from Latin word Advertere which means to turn the mind towards . The primary goal of advertising is to attract attention of audience and induce them to purchase advertising products and services. Definition AMA defines (American Marketing Definition:- Association) Any paid form of Non personal presentation, Promotion of ideas, goods and service by an indentified sponsor.
Q.5 Pro bono advertising ? It is also called as Social advertising/ Public services advertising. It is derived word from Latin Phrase Pro bono publico Which means for the good of public Social advertising is also referred to as Public Service Advertising. Any advertising done for the social welfare of the society can be considered as social advertising.
Aspect of pro bono advertising Way to remember --- P2 AT2S Amitabha Bacchan on TV Personalities :- bollywood actors or actresses Purpose :- Public welfare Area coverage:- mass or selected Target Audience :- pulse polio- 5 years children , Blood donation 18 years old,weight, hemogolbin Type of copy:- hard sell copy- Sponsors of social advertising- Any one Example :- Pulse polio campaign Media used:- TV. Newspaper, Radio, poster, etc.
Aspect of pro bono advertising Personalities Purpose Example Probono Ads Target Audience Area coverage Media used Sponsors
1.Personalities :- bollywood actors or actresses The advertisers may use personalities or celebrities to create a better impact on the audience. For instance, the Govt. of India selected Mr. Amitabh Bachchan for the Pulse Polio Campaign?
2Purpose :- Public welfare To create awareness about social issue social welfare of the society can be considered as social advertising. Use Mask, Hand wash, 6 feet distance Pulse Polio Save Water Save Girl Child Save Electricity Do not use plastic Use of Helmet
3.Area coverage:- mass or selected The pro bono advertising can be done throughout the nation. It can be also done in a particular region or area, depending on the nature of the campaign. Target Audience: The pro bono campaigns are targeted to the masses. The social advertising campaigns can be targeted to all members of the society belonging to different age groups, gender, income, occupation, cultures, etc.
4.Target Audience :- pulse polio- 5 years children , , Blood donation 18 years old
5.Type of copy:- hard sell copy- Mostly hard sell copy is used to convey the social message to the audience. The ad may highlight the negative aspects of certain customs, traditions, or practices. For instance, an anti-noise pollution campaign can highlight the negative aspects of noise on the society and on the environment.
6.Sponsors of social advertising- Any one Anyone who has the funds and the inclination towards social good can undertake social advertising. Normally, large business firms like the Tata Group Also NGOs and Govt organisations undertake public service advertising campaigns
7 Example :- Pulse polio campaign The social advertising can be classified into two groups as follows: @ Public Service Campaigns: Public service advertising deals with social and cultural issues. Such issues are dealt with the intention of improving public welfare. Examples of such public welfare campaigns include: Anti-drugs/anti-smoking campaigns. Literacy campaign. Anti-noise or dirt pollution campaign. Family planning/welfare campaigns. Concern for the girl child campaign. Anti-dowry and anti-child marriages campaign. Child immunization campaigns,
8.Media used:- TV. Newspaper, Radio, poster, etc. Any media can be used that can reach the target audience. For instance, a campaign on "Don't Drink & Drive can be placed in any possible media such as radio, newspapers, magazines, TV, outdoor, etc. The media-mix depends on the availability of funds with the sponsor.
Attendance Link https://forms.gle/U4Da9ykpniL3tpCdA (Mention date at last point)
