SOCIAL ADVERTISING BY KARNATAKA STATE GOVERNMENT:
AN IMPACT STUDY IN SELECT DISTRICTS

PROPOSED SYNOPSIS FOR DOCTOR OF PHILOSOPHY
IN
Business Administration

By

B.HARSHAVARDHANA
Research Scholar

Under the Guidance of

DR. C. SUMANGALA M.B.A., Ph.D.
Assistant Professor,
Department of Business Administration,
Maharaja’s College
University of Mysore,

DEPARTMENT OF STUDIES IN BUSINESS ADMINISTRATION UNIVERSITY OF MYSORE, MANASAGANGOTRI, MYSORE – 570 006
INTRODUCTION

Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. In 2010, spending on advertising was estimated at more than $300 billion in the United States and $500 billion worldwide.

Social advertising is about applying marketing and advertising principles to promote health and social issues and bringing about positive behavioral change. Social advertising sells a behavior change to a targeted group of individuals, accept a new behavior, reject a potential behavior, modify a current behavior and abandon an old behavior. Like any other form of advertising, social advertising intends to capture target customers who need to change, modify or reject certain practices such as smoking, drinking, careless driving etc. According to Philip Kotler and Gary Armstrong (2006) “Social advertising is the design, implementation and control of programs seeking to increase the acceptability of a social idea, cause or practice among a target group”. According to Lazer and Kelly (1973) “Social advertising is concerned with the application of marketing knowledge, concepts and techniques to enhance social as well as economic ends. It is also concerned with the analysis of the social consequences of marketing policies, decisions and activities”.

According to Bill (1998) “Social Advertising is a process for influencing human behavior on large scale, using marketing principles for the purpose of societal benefit rather than commercial profit”. Business dictionary defines social advertising as “The media messages designed to educate or motivate members of a public to engage in voluntary social activities such as anti- smoking, safe driving, literacy etc”.

Meenakshi (1998) in her book ‘Advertising the social ad challenge’ defines social advertising as “Those advertisements which deal with social causes aimed at welfare and wellbeing of the people”. She studied the trend towards the use of advertising for social causes. She observed that it has been increasingly realized by the business houses, government, profit and nonprofit organizations that they can definitely contribute to the welfare and well being of the masses. Many terms are used in the place of Social Advertising such as Public Service Advertising (PSA), Institutional Advertising, Public Service Announcements etc but the fact remains the same that these advertisements are used for the welfare of the masses. With the increasing problems of both developed and developing countries, such ads are no doubt gaining momentum.

After the huge success of commercial advertisements, the significance of social advertisements is being realized by the Government, Business Organizations and NGOs. the Public are also realizing that social advertisements have enough potential to educate the rural as well as urban masses.

The Ad council a private, non-profit organization which provides critical messages to the American public was formed in 1942. The Ad Council’s mission is to identify a selected number of significant public issues and stimulate action to those issues through communication programs that make a measurable difference in our societ...

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