home work

Advertising is a method or a way of communication with the customers or people. Advertising plays a huge role in shaping society way of seeing, thinking, and understanding things or situations. It is always present, though people may not be aware of it. It could be used to send direct or even indirect massages. Now a day’s advertising being seen in every possible mediato ensure delivering the massage to the major number of people. Advertising considered as one of the most media used by companies and become a prevalent force in contemporary society.

There is an extremely extensive variety of social issues in each human culture, running from

Social causes are issues or problems influence a large number of individuals within the society such as children abuse, gender inequality, and discrimination. Advertisement has a huge impact on the people behavior and thinking toward these social causes.

This method is very important to increase the awareness and perceptions toward the social causes since it could reach the most number of people in society.

This could be done via many ways like TVs, print (newspapers, magazines, etc.), websites, social media, and others.

There is an extremely extensive variety of social issues in each human culture, running from Social advertising campaigns are among the most crucial social advertising parts. Mainly, social advertising targets at building awareness of social challenges and as well, motivating individuals to carry out actions that are socially desirable when using the media. Figuratively, social advertising mainly hits the heart, in addition to the head. Individuals should feel the urge and buy the idea of them being required to alter their behavior. Social advertising differs from commercial advertising in that it is not concerned with service sale or product sale. Commercial advertising may force consumers to buy products or services that they are not even interested in, whereas social advertising does not. This is part of the reasons why I chose social advertising as a topic since it is based on a very different principle to commercial advertising. The domain of social advertising appears to be a diverse one since it entails a wider range of social challenges.

The social advertising idea has a link to ethics. This implies that social advertising campaigns must always be within the ethical standards boundaries. The code of ethics is the most important pillar on which the domain of social advertisingis founded, and thus it outlines the standards that social advertisement should meet. Mainly, social responsibility, truth, and decency must be observed in all social marketing campaigns. In addition, the domain of social advertising has a close link with sociology and psychology fields. Psychology influences people’s emotions and behavior.Emotions do influence the human decision-making process. Numerous emotional appeals ought to be considered in social media advertisements. On the other end, sociology is concerned with the social life of persons, societies or groups and it is only social advertising, which acts as a means of delivering the desired message to the targeted group.

Social advertising can be described as a “younger sister’ to the domain of commercial advertising, which is essentially one of the techniques of the marketing communication mix.Whereas social advertising pinpoints social challenges and enlightens about them, it does not attempt to give immediate solutions. What social marketing does is that it evokes some sense of responsibility and initiates a change in consumer attitudes and behavior. Therefore, it does not strive to promote a firm or its servicesand products.

There are several objectives of social advertising. The main objective is to inform the society about the challenges occurring around them. Apparently, there are better ways of informing about the unknown, taboo or sensitive topics towards the targeted audience. In addition, social advertising also aims to identify terrible outcomes of specific phenomena or situations; sometimes in a very realistic and shocking manner and in other times, by employing humor and irony. The end goal of this aim is to change social behavior, attitudes, and beliefs. Moreover, social advertising can also help to raise public awareness about the availability of charity organizations, their functions, and activities.

The effectiveness and success of social advertising are dependent on the creator's understanding of the viewer as well as knowledge about the target group. Essentially, it is important to categorize the motives that drive a person to act in a certain manner and as well, the values that a personrecognizes.

We aim through this research to achieve our objectives. By the end of the research we will clearly:

· Define the importance of Advertisement for social causes.

· Explain the effect of Advertisement on society behavior towards social causes. 

· Identify the best way to use Advertisement in social causes.

Studying the Role of advertising in bringing awareness and developing perception for social causes will help us to figure the importance of this kind of advertisement. Also, we will focus more on these kinds of advertisement and use them to increase society knowledge and prevent raising these problems.

Here are some examples of social advertisements:

1.Children abuse

2.Gender inequality 3.Discrimination

Literature Review:

Advertisement is existed almost everywhere in our lives, and has powerful and persuasive influence on society. Leiss (1986) believes that advertisement is the most important economic, cultural and social institution in society. It is a communication activity through which the change is mediated.

Marketing system has been accused for adding evils in society all over the world. The marketing system have been criticized by critics that it urges too much interest in material possessions. Advertising has become an integral part of our lives. It is now able to dictate the dresses we wear, the food we eat, the car we drive and so many other things.

A question was asked by Weibe (1952) that why can’t brotherhood be sold just as we sell soap? What he meant by that is, if advertising is successful in selling products, then it can also be used in promoting social ideas and beliefs. Putting this in mind, social marketing was born as discipline in 1970s and that is when Philip Kotler realized that the same marketing principles that were being used to sell products to customer could also be used to sell socially beneficial ideas, behavior and attitudes. Kotler (1971) defined the Social Marketing as ‘The design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication and marketing research’. Andreasen (1995) defines social marketing as ‘The application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society.’

Thus, social marketing or advertising is the use of marketing techniques and principles to influence a target people to voluntarily reject, accept, modify or give up a behavior for the benefit of individual, group, or society as a whole. Those advertisements aim to influence the targeted people to do one of those things: Accept a behavior, Reject a potentially undesirable behavior (e.g. violence, Alter a current behavior, and Abandon or give up an old, undesirable behavior.

Social marketing or in other words Social advertising is used to develop activities or advertisements that aim to change people behavior that could lead to benefit individual or society as a whole.

Social advertising is a planned process with a goal of changing people or society behavior. They set goals and policy that are realistic and needed to be changed in people behavior or needed to be aware about it like gender inequality, child abuse, discrimination and many others.

Why it is important?

social advertising not only helping in discouraging bad behavior, but also it promotes positive habits or behavior in society and make them feel able to and want to make healthy choices for the benefit of their family and society. In addition, it increases the awareness about social issues or causes and make people more knowledgeable about them like child abuse. Also it can help in taking prevention against potential upcoming social problems. So, social advertisement will benefit the society not only for short term, but also in the long run.

general guiding principles that are helpful to design, develop, and compare in social marketing:

First, customer orientation: is to use data from different sources to develop a better understanding of the target people or audience (example: using market research to have a better understanding of the need and characteristic of the targeted audience).

Second, behaviors: conduct a broad behavior analysis that include both the problem behavior (example: the level of physical inactivity in teenagers) and the desired behavior (example: less time watching TV and increase practice of outdoor play)

Third, theory: Is use a theoretical framework to develop the intervention. An open theoretical framework is used to avoids the tendency to apply the same preferred theory to every situation and takes into account the behavior theory across four primary dimensions: psychological. Biophysical, social and environmental.

Fourth, insights: It is about focusing on the customer motivation. An approach based on identifying and developing actions able to insight people using considered judgment rather than just gathering data (example: a current behavior such as no cooking at home) and related attitudes, knowledge, ability, believe, values, perceptions, and emotional engagement of the audience to generate a proposition of a favor behavioral change (example: join to a group of friends for cooking classes).

Fifth, exchange: Is about considering the cost and the benefits (example: financial, social, physical, time spent) that is incurred by the target group when changing their behavior. Recognition, rewards, incentives are tailored and considered to special audience based on what they value (eg: money and time spent joining cooking class Vs. personal satisfaction of acquiring a new skill) .

Sixth, competition: Is to analyze the barriers that could discourage the acquisition of the desired behavior. Both external (eg: the influencers competing to get the audience attention and time) and internal competition (example: risk taking, pleasure) are considered and addressed.

Seventh, segmentation: to use segment approach to focus on intervention of the exact local need (example: segment Indian children for a social advertising about children education)

Eighth, mix Methods: Is about using an appropriate mix of methods and avoiding a single method approach. Four primary intervention domains are considered:

- Informing/encouraging

-Designing/adjusting environment

-Servicing/supporting

-Controlling/regulating.

For example, in the promotion of a balanced diet and more physical activity for children to have a healthy lifestyle, we should combine various influencers: In design (example: developing bicycle paths and approachable), support (example: providing leisure and recreational services), education (eg: changing the perception of vegetables), and control (e.g., setting nutrition standards in schools menus)

Social Advertising vs. Commercial Advertising:

Social advertising utilizes standard commercial advertising rehearses for affecting change. The essential advances continue as before for the two kinds of advertising: Research is conducted, target population is sectioned and finding is taken to enhance the programs. “Like commercial marketing, the primary focus is on the consumer, on earning what people want and need. Social advertising makes use of the commercial advertising principles and techniques to promote the adoption of behavior that will improve the health or well-being of the target audience or society as a whole” (Weinreich, 1999).

in commercial advertising the focus is on offering the services and products but in social marketing significant focus is on offering behavior change. The goal of commercial advertising is absolutely money but the goal of social marketing is absolutely societal.

Kotler and Roberto (2002) characterize social advertiser as varying from different aspects of marketing just as for the goals of the advertiser and his or her organization. Social advertisers look to impact social behaviors not to profit the advertiser, but to profit the audience and the general society. The competition looked by social advertisers is altogether different from the competition looked by commercial advertisers. In commercial advertising, the focus is on competing with the services and products sold by others, however in social advertising the pressure is on changing the current or favored behavior of the target market. For e.g. smoking cessation and eating vegetables and fruits.

The fact that advertising incredibly impact social behaviors, values, standpoints, traditions and attributes can't be ignored. It acts as a device which encourages the people to be more aware. advertising have been comprehensively fruitful in commercial settings. Persuaded by this achievement, government and associations acknowledged that maybe this can be connected to determine and resolve social issues. (Andreasen, 1995; Fox and Kotler, 1980; Rothchild, 1989).

Types of Changes:

There are numerous causes which can be tended to by social advertisers. A few causes require a dramatic actions so the cause that can be take out effectively. Issues like drug abuse and enhancement of environment are such issues that assail society. For their fruitful dealing with, revamping at each dimension is important. There are different causes that are worried about giving equivalent rights to all, concentrating fundamentally on the minority or weaker areas of society. There are still others which endeavor to change social associations like training and work. Regardless what the reason, there is dependably a target that must be achieved. These targets can be accomplished just through achieving the coveted change in the singular behavior and attitude. Social advertising has now been utilized by various offices for differing points going from preparing little reserve funds to female foeticide.

Kotler (1971) has defined the four types of changes in their orders of expanding trouble to achieve by social advertising these called Cognitive change, Action change, Behavioral change and Value change.

Cognitive Change : Every single social cause have some goal or point that should be achieved. A portion of these causes are concerned just with giving appropriate data to the intended interest group. The motivation behind the spread of such pertinent data is uplifted mindfulness among people in general with respect to the coveted objective, along these lines instigating individuals to assess their ideas and to achieve cognitive change. Data about nutrition values of various foods, advantages of working out, calorific value of items etc. is communicated just to expand mindfulness and a positive inclination towards the data and its points of interest as not the same as recently held convictions. This type of change would appear to be genuinely simple to market effectively on the grounds that it doesn't appear to change any profound established demeanor or behavior. The point is basically to bring awareness or provide information

Action Change : the second logical and resulting venture after the spread of data among general society is to motivate the most extreme number of individuals to take up the action pushed. Spread of data isn't sufficient in itself if not pursued by the coveted activity as spread through the data. campaigns influencing individuals to get immunized, agree to have insurance, give blood or enjoy in such exercises that advantage themselves as well as the general public, fall under the domain of this type of progress. Activity causes are fairly harder to showcase than cognitive change causes since first the target market needs to grasp something and afterward make a particular move dependent on it regardless of whether their attitude toward the activity is ideal. Their completing might be hindered by such factors as distance, time and cost and so forth. For this advertisers need to orchestrate factors that make it simple for target people to complete the action.

Behavioral Change : As the name suggests, this change is coordinated at bringing a change in individuals' behavior. This is an intricate and troublesome process and is harder to accomplish than either cognitive or Action change. In this procedure, individuals need to assess their current behavior, value the benefits of the promoted behavior and to begin unlearning what they have realized throughout the years. This involves a moderately, in the event that not completely new way of life, which, must be perseveringly kept up to support all concerned. advertisements or promotions discouraging smoking, drinking and encouraging good food habits are all models of advertisements which go for acquiring a behavioral change the intended target market.

Value Change : This is viewed as the most complex and hard to accomplish change in the gathering of people than the various expressed changes. While in Behavioral change, individuals simply need to change their behavior, in Value changes individuals need to analyze and reconsider their profoundly held-and-situated qualities. Individuals' convictions with respect to their and others' race, feeling of character and so on are their qualities which they have imbued in character. Any push to change individuals from one fundamental introduction to another requires a drawn out and exceptional program and this kind of change is the most hard to accomplish. The viability of social advertising differs with the sort of social change being looked for. Cognitive change is the most receptive to social advertising. Social Marketing may likewise be compelling in creating action change - that is, a specific act. Behavioral change, for example, the alteration of nourishment, smoking, or drinking habits, is harder to accomplish. So is Value change, that is, efforts to adjust the values of the target market. public service advertisement are a critical piece of marketing. From the time advertising with a social measurement were named 'propaganda', to the time where it is generally welcomed among customers, it has positively progressed significantly. Prior social ads were just a right of the legislature yet now days an ever increasing number of privately owned businesses member with causes, for example, AIDS, Breast cancer, domestic violence and wildlife preservation (Arnott, 1994; Carringer, 1994).

Real practices of social advertising:

One of effective social advertisement was done by MISEREOR organization. This organization supports the weakest members of society like the poor, the sick, and hungry people. They have done a successful social advertising called the Social Swipe billboard that encourage behavior to donate through their credit card which is the easiest way! The card cut a slice of bread from a loaf, which illustrating that the money donated was providing a daily meal for a family in Peru. People who have receive their credit card statement of the donation, they were encouraged to make it a monthly donation. So, the impact of social advertising on behavior of people toward a social problem was positive.

Another examples:

· It says on the shopping cart "See how easy feeding the hungry can be?"

· Deforestation And The Air We Breathe: Before It’s Too Late

1.3

Social advertising is described as "The advertising designed to educate or motivate target audience to undertake socially desirable actions" (Marketing Power, [online]).

We decided to do a research about the Role of advertising in bringing awareness and developing perception for social causes because advertising play a huge role in shaping the society's   way of thinking, understanding and acting. We want to see how people behavior affected when advertisements created to communicate social causes, social issues, ideas or message to the people. A successful advertising—the ones that uninvitedly shove themselves into your brain and refuse to leave, embedding their message so you are sure not to forget.When ads like these are used to spread the word about important and controversial social issues, it creates a winning combination of newfound awareness and the possible start of exactly what they were aiming for: action. By doing this research we aim to clearly define the importance of Advertisement for social causes , explain the effect of Advertisement on society behavior towards social causes.  and Identify the best way to use Advertisement in social causes.

Task :

Conclusions and Recommendations: (one page)

1. This section describes the overall benefits & solutions obtained from the study and it should also include suggestions to improve company for the future, to be in line with globalization from a customer’s perspective.