A

PROJECT REPORT
ON

ANALYSIS OF PROMOTIONAL TOOLS AND

TECHNIQUES TO ERADICATE THE SOCIAL EVILS
FROM THE SOCIETY

SUBMITTED IN THE PARTIAL FULFILLMENT OF

THE AWARD OF THE DEGREE OF
“MASTER OF BUSINESS ADMINSTRATION”
FROM GGSIP UNIVERSITY
DELHI

SUBMITTED BY
Mr. Arvind Kumar Pandey
Roll no-201719023

BATCH: 2017-2019

UNDER THE SUPERVISION OF

Dr. M Yaseen Khan

ARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY,

GREATER NOIDA (UP) – 201306

 ACKNOWLEDGEMENT

I feel myself privileged to show sincere gratitude to all those who made this study possible. First
of all, I am thankful to the helpful staff and the faculty of Army Institute of Management and
Technology. One of the most important tasks in every good study is its critical evaluation and
feedback which was performed by my faculty guide Dr M Yaseen Khan. I am very thankful to
my Faculty as well as Industry guide for investing his precious time to discuss and criticize this
study in depth, and explained the meaning of different concepts and how to think when it comes
to problem discussions and theoretical discussions. My sincere thanks go to my Institute and
family, who supported and encouraged me.

Mr. Arvind Kumar Pandey

Date:

ii
 CERTIFICATE OF ORIGINALITY

I, Mr. Arvind Kumar Pandey, Roll No. 201719023 of MBA 14 , a full time bonafide student of
Second year of Master of Business Administration (MBA) Programme of Army Institute of
Management & Technology, Greater Noida . I hereby certify that this project work was carried out
by me under the supervision of Dr. M Yaseen Khan and the report submitted in partial fulfillment
of the programme is an original work of mine. The study on Analysis of promotional tools and
techniques to eradicate the social evils from the society is based on my own efforts and not been
produced at any other time or for any other purpose. It has not been submitted anywhere else at
the time of its submission.

I, hereby declare that this project is my original piece of work.

Mr. Arvind Kumar Pandey Dr. M Yaseen Khan

Date: Date:

iii
 SUPERVISOR CERTIFICATE

This is to certify that Mr. Arvind Kumar Pandey, Roll No. 201719023, a student of Master of
Business Administration, Batch MBA-14, Army Institute Management & Technology, Greater
Noida, has successfully completed his project under my supervision. During this period, he/she
worked on the project titled “Analysis of Promotional Tools and Techniques to Eradicate the
Social Evils from the Society” in partial fulfillment for the award of the degree of Master of
Business Administration of GGSIP University, Delhi. To the best of my knowledge the project
work done by the candidate has not been submitted to any university for award of any degree. His
performance and conduct has been good.

Dr. M Yaseen Khan

Date:

iv
 EXECUTIVE SUMMARY

The present study investigation entitled as Analysis of promotional tools and techniques to
eradicate the social evils from the society. Among the earliest human teams, gathering was the
most supply of food. Bit by bit man no inheritable the ability and data in agriculture. With the
event of agriculture, individuals began to guide a settled life and human communities became
additional stationary. The emergence of village significance that man has passed from roving
mode of collective life to the settled one. Bharat may be a land of villages. A good majority of
villages area unit tiny with solely around 5 hundred population every. Sage Gandhi’s read that
Bharat lives in villages still holds well, a minimum of from the demographic purpose of read.
The village social life has its own peculiar characteristics. The village social life norms
strengthen the authoritarian and ranked norms in administration. The village social life, that is
predicated on the ranked exchange relations greatly influence the behavior of civil servants
publically organizations. Sociologists suppose that for outlining Associate in Nursing Indian
village, its population, organic structure, and modes of production area unit undoubtedly
necessary. Usually, a village has but 5 thousand people.

It is justly aforementioned ‘India may be a country of villages’. Agriculture is that the main
occupation of the Baharat’s and majority of individuals in India board the villages. Our villages
facilitate in strengthening our social bonds and delivery stability to our society in some ways.
Our villages additionally facilitate our society in in our own way specifically that of conserving
our culture. In recent years, the communal organizations became terribly active in social life
leading to communal clashes in several elements of the country. The villages type the units of the
agricultural Society. These rural societies have their own structure. The structure fashioned out
of the subsequent units: - 1) Family 2) class structure 3) Internal Organization 4) faith 5)
financial system.

The mass media in Bharat typically reflects the range and plurality of the country, particularly
once general elections present itself. At constant time, since a lot of the media is in private
closely-held and driven by profit motives, industrial obligation will and do generally impair the

v
free and truthful distribution of data. This is often very true during times of economic retardation,
once advertising revenues area unit down. Near to sixty, 000 publications varied types in various
languages area unit presently registered with the Registrar of Newspapers of Bharat (RNI) that
functions below The Indian government’s Ministry of data & Broadcasting. Associate in nursing
calculable 1900 ‘large’ daily newspapers area unit printed within the country – over forty per
cent of them in Hindi, but ten per cent in English and therefore the spouse in dozens of different
languages and dialects. The Indian press includes an impressive kind of publications, starting
from neighborhood free-sheets, to high school magazines, to mass circulation dailies just like the
Times of Bharat (TOI) that claims to be the foremost wide circulated English-language daily
within the world. Variety of non-English Indian dailies one by one sell additional copies a day
than the TOI. Until the first Nineties, TV viewers in Bharat might solely watch programmes
broadcast by the state-owned Doordarshan (now a part of the Prasar Bharati Corporation). Barely
a decade later, have they needed access too many TV channels from everywhere the globe, had
most of them in private closely-held. In 1995, barely twenty million TV owning households
within the country had cable and satellite connections. This variety has since gone up five-fold to
around one hundred million households.

The first India-based non-public channel to enter the news house, Zee News, began operations
somewhat tentatively in 1994. At present, Bharat is that the solely country within the world with
over four dozen 24-hour TV channels that broadcast news and current affairs programmes in
over a dozen languages, as well as nearly twenty channels within the most generally spoken
language: Hindi. Though non-public radio stations have additionally entered the scene over the
past decade, they're at this time not allowed to broadcast news and current affairs programmes.
Therefore the state-owned All Bharat Radio (also a part of the Prasar Bharati Corporation) is
presently the only real supply of reports relayed on radio.

Elections represent a very important feature of democracy. It is, therefore, imperative that the
fourth estate spread among the voters correct and truthful reports on the campaigns of the
contesting parties and candidates. The liberty of the media during this context depends, to an
outsized live, on journalists conducting themselves with a way of responsibility and disposition.
In an endeavor to assist the media adhere to the principle of truthful and objective reportage of

vi
elections, the Press Council of Bharat has developed pointers for the medium that area unit to be
ascertained throughout elections. The implicit contract between the mass media and therefore the
functioning of democracy underpins journalists’ claims for a considerable degree of autonomy. A
healthy democracy needs, among different things, the participation of abreast of voters. one in
every of the roles of the media is to reinforce the extent of public participation by providing info
and analyses on a spread of political, economic, social and different problems. In Indian
democracy media incorporates a responsibility that is deeply related to the socio- economic
conditions. This situation isn't quite encouraging and bound areas got to be self-addressed. Media
organizations, whether or not in print, audio visual, radio or net got to be additional responsible
to the final public. It ought to be monitored that skilled integrity and moral standards don't seem
to be sacrificed for sensational practices.

The liberty of press within the country may be a blessing for the individuals. The self-regulatory
mechanism across media organizations got to be sturdy enough to prevent anomalies whenever
they occur. Agencies like Press Council of Bharat got to be watchful to stem the foundation.
Huge media conglomerates area unit a significant threat. To counter this drawback philosophical
system media organizations that area unit financially viable must be inspired. Community
participation may be a goal that the media ought to try for in an exceedingly country like Bharat.

vii
 TABLE OF CONTENT

Certificate ………………………………………………………………………………… (i)

Supervisor Certificate ……………………………………………………………………. (ii)
Certificate of Originality ………………………………………………………………… (iii)
Acknowledgement ……………………………………………………………………….. (iv)
Executive Summary …………………………………………………………………….. (v-vii)

S NO. CONTENTS PAGE NO.

1 INTRODUCTION 11-20
1.1 General
1.1.1 Legal Approach
1.1.2 Technological Approach
1.1.3 Economic Approach
1.1.4 Information Approach
1.2 Social Advertising Vs Commercial Advertising
1.3 Types of Changes
1.3.1 Cognitive Change
1.3.2 Action Change
1.3.3 Behavioral Change
1.3.4 Value Change
1.4 Social Advertising from Indian Perspective
2 OBJECTIVE OF THE STUDY 21
2.1 Primary Objective
2.2 Secondary Objective
3 LITERATURE REVIEW 22-35
3.1 General
3.1.1 Product
3.1.2 Price
3.1.3 Place
3.1.4 Promotion
3.1.5 Policy
3.2 Stages of social marketing Effort
3.3 Applications
3.4 Advantages of Social Marketing
3.5 Major Social Campaigns in India
3.5.1 AIDS Awareness
3.5.2 Pulse polio campaign
3.5.3 Eye donation Campaign
3.5.4 Girl Child Education
3.5.5 Against Drunken Driving
3.5.6 Family Planning
3.5.7 Breast Feeding

viii
 3.5.8 Female Foeticide
4 RESEARCH METHODOLOGY 36-44
4.1 Research Philosophy and Design
4.2 Research approach and choice
4.3 Selecting Respondents
4.4 Research Ethical Considerations
4.5 Data collection Instruments
4.6 Data Analysis Procedures
4.7 Validity and Reliability
4.8 Limitation of Methodology
5 DATA ANALYSIS 45-49
5.1 General
5.2 Main result from Quantitative Analysis
5.2.1 Description of the sample
5.2.2 Occupation of the Respondent
5.2.3 Customer Approach
5.2.4 Benefit Identification
5.2.5 Policy making with 4Ps
5.2.6 Impact on voluntary Behavior
5.2.7 Evaluation
5.2.8 Challenges
6 RESULT AND DISCUSSION 50-51
7 RECOMMENDATION 52
BIBLIOGRAPHY 53-57

ix
 LIST OF TABLES

S. No. Table No. & Heading

Page No.
1 Table-5.1 Age Group 43
2 Table-5.2 Occupation 45

LIST OF FIGURES

Figure No. Heading Page No.

Figure 3.1 Social Marketing 23
Figure 3.2 Essential Components of Social Marketing 13
Figure 3.3 Stages of Social Marketing 27
Figure 4.1 Research Onion 35
Figure 5.1 Age Categories 44
Figure 5.2 Gender of Respondents 44
Figure 5.3 Occupation of Respondents 45
Figure 5.4 Customer Approach 46
Figure 5.5 Benefit Identification 47
Figure 5.6 Policy Making 47
Figure 5.7 Impact on Volume Behavior 48
Figure 5.8 Evaluation 48
Figure 5.9 Challenges 49

10
 CHAPTER 1

INTRODUCTION

1.1 General

Advertising is present in our lives. It’s a persuasive, pervasive and powerful influence on society.
Leiss et al (1986) believe advertising to be the foremost necessary social, economic and cultural
establishment in society- ‘a communication activity through that amendment is mediate.’ in step
with ASCI (Advertising Standards Council of India) advertising is ‘any paid type of
communication self-addressed to the general public or a region of it, the aim of that is to influence
the opinions or behavior of these to whom it's self-addressed. ‘The relationship between society
and advertising has invariably are available in for a great deal of flak. Everywhere the planet,
promoting system has been defendant of adding evils within the society at massive. Critics charge
the promoting system on the grounds that it urges an excessive amount of interest within the
material possessions; critics don't read this interest in material things as a state of mind however
rather a false need created by promoting. Advertising fosters favorable perceptions of cigarette
smoking and contributes to cigarette smoking (Andrews and Frank, 1991). It’s conjointly been
joined to demand for alcoholic beverages furthermore as preference and beliefs concerning
unhealthy uptake habits (Krugman, 1972; Donohu, 1975; Rube Goldberg, 1978; Moschis, 1989;
Pechmann, 1999). They accuse promoting of over mercantilism non-public sensible at the price of
public sensible. During this criticism, we are able to comprehend the facility of business to make
desires. Through this criticism we have a tendency to conjointly return to grasp concerning the
persuasive power of advertising to make pseudo desires.

All the same, advertising has become AN integral a part of our lives. Advertisers are currently
ready to dictate the food we have a tendency to eat, the dresses we have a tendency to wear, the
soda and water we have a tendency to drink, the cigarettes we have a tendency to smoke, cars we
have a tendency to drive and even the president we have a tendency to elect (Meyers, 1984).A
question was raised by Wiebe (1952) that why can’t brotherhood be oversubscribed even as we
have a tendency to sell soap. He meant that if advertising is productive in mercantilism
merchandise it can even be accustomed promote socially viable concepts and beliefs. Taking cue
from this, social promoting was born as a discipline within the Seventies once Duke of Edinburgh
11
Kotler completed that an equivalent promoting principles that were being employed to sell
merchandise to customers may well be accustomed sell socially helpful concepts, attitudes and
behavior. Social promoting is outlined as ‘the style, implementation and management of programs
calculated to influence the acceptability of social concepts and involving concerns of product
designing, pricing, communication and promoting research’ (Kotler, 1971). Andreasen (1995)
defines social promoting as ‘The application of business promoting technologies to the analysis,
planning, execution, and analysis of programs designed to influence the voluntary behavior of
target audiences so as to boost their personal welfare which of their society.’ Thus, social
promoting is that the use of promoting principles and techniques to influence a audience to
voluntarily settle for, reject, modify or abandon a behavior for the good thing about individual,
groups, or society as an entire.

The advertisers need to influence target markets to try and do one amongst these items
(1) Settle for a behavior
(2) Reject a probably undesirable behavior (e.g. beginning drinking)
(3) Modify a current behavior
(4) Abandon a recent, undesirable behavior (Kotler, Roberto and Lee, 2002). in step with Kotler
(1971), the most effective thanks to perceive the conception of social promoting is by inserting it
within the context of connected approaches designed to induce social amendment i.e. legal,
technological, economic and informational approaches.

1.1.1 Legal Approach

Legal Approach worries with the passing of laws. It conjointly entails the social control of
regarding laws. However this approach has several setbacks since it involves the part of coercion
and human mind is instinctively against laws and also the forces that restrain their behavior.
Another downside of this approach is that it's unimaginable to pass laws for every and each factor.
Conjointly it takes time to border laws, to pass them so to enforce them effectively once
punctually informing the general public concerning such laws.

1.1.2 Technological Approach

Technological Approach involves technical innovation that introduces and produces new
merchandise designed to bring a amendment in behavior. Anti-pregnancy pills, harmless cigarettes
etc. are samples of the merchandise engendered through technological approach. The downside of
this approach is that the introduction of any new product through this approach involves serious
12
prices of such merchandise designed towards dynamical habits and reducing their harmful effects.
This approach is additionally countered by the very fact that in spite of the introduction of
merchandise within the market, folks won't want them for numerous reasons.

1.1.3 Economic Approach

Economic Approach, because the name suggests, worries with the economic coagulation factor.
The value of merchandise. By raising the value of the merchandise concerned, these is created
inaccessible to a selected phase of the population. This approach is hampered by the very fact that
any government that tries to lift the costs of bound merchandise garners an unfavorable response
from the general public and risks losing power.

1.1.4 Information Approach

Information Approach is one approach that has the smallest amount drawbacks since it involves
simply the creation of knowledge and its dissemination among the general public. it's during this
approach that the roots of Social Advertising lie, for its involved solely with the dissemination of
knowledge, aimed toward a selected audience, and is directed at conveyance a few voluntary
amendment within the attitudes and beliefs of the population of that phase. Since it's free from
factors like coercion, value of analysis and production, this approach has the potential of being the
foremost well-liked approach for exciting amendment for the higher and creating lives healthier
and happier. This is often conjointly the foremost difficult side of social promoting because it
depends on voluntary compliance instead of legal, economic or powerful types of influence.

The principle behind social advertising is that individual lives and society is modified for the
higher by non-public and government actions (Kotler, 1971). Variety of consultants (Kotler, 1971;
Kotler and Roberto 1989; Andreasen, 1995; Brankert, 2002) have more experienced the topic of
social advertising and have established the effectiveness of social advertising within the society.
“They are convinced that if promoting has created McDonalds and cola successes, it can even
eventually create Kellogg’s a hit in Japan. As AN extension of this concept it is deduced that
promoting will have a dramatic impact on the matter of high pressure, AIDS, dependence, kid
mortality in developing countries, smoking and cardiopathy in developed countries” (Andreasen,
1995).Modern society faces variety of advanced issues like AIDS, population, drug abuse, pattern
of ladies, feminine foeticide etc.

13
Advertising will work wonders in reducing the matter if not finding it (Bankert, 2002). thence
social advertising is advertising of excellent and healthy concepts like sporting seat belts, doing
regular exercise, obtaining diagnostic procedure done, observation pressure, discouraging
alcoholism, avoiding abuse and environmental campaigns aimed toward water or fuel
conservation, making awareness concerning planning, protection safeguards against AIDS etc. to
name only a few. Social advertising is such a comprehensive conception that it's the potential to be
with success applied to a large vary of issues and problems. It’s a very effective tool in cases
wherever new data must be disseminated amongst folks or once adoption of recent practices
becomes fascinating. In a very developing country like Bharat wherever illiteracy is rife and level
of awareness of individuals isn't high, social promoting needs to cater to even basic data
concerning healthy.

Eating and preparation habits, birth prevention, protection etc. which will improve the standard of
life. Whereas in developed countries social advertising has got to address completely different
problems like high force per unit area, observance sterol, and smoking and intoxicated driving.
The sort of advert that doesn't end in rupee profit however is completed to bring awareness to
boost the standard of life is termed Social Advertising. Everywhere the planet social advertising is
seen as a tool to bring planned, voluntary and nonviolent modification.

1.2 Social Advertising Vs industrial Advertising

Social advertising uses normal industrial advertising practices for influencing modification. The
essential steps stay an equivalent for each varieties of advertising: analysis is conducted, target
population is segmental and feedback is taken to boost the programs. “Like industrial selling, the
first focus is on the patron, on learning what individuals need and want. Social advertising makes
use of the industrial advertising principles and techniques to push the adoption of a Behavior
which will improve the health or eudaemonia of the audience or society as a whole” (Weinreich,
1999). However in industrial advertising the stress is on merchandising the merchandise and
services however in social selling major emphasis is on merchandising behavior modification. The
aim of business advertising is only money however the aim of social selling is only social group.
Kotler and Roberto (2002) outline social adman as differing from alternative areas of selling
solely with regard to the objectives of the trafficker and his or her organization. Social advertisers
look for to Influence social behaviors to not profit the trafficker, however to learn the audience
and therefore the general society.

14
The competition faced by social advertisers is incredibly completely different from the
competition faced by industrial advertisers. In industrial advertising, the stress is on competitive
with the product and services sold by the contender, however in social advertising the strain is on
dynamical the present or most popular behavior of the target market. For e.g. smoking stop,
ingestion fruits and vegetables and having diagnostic procedure done. The actual fact that
advertising greatly influence social attitudes, values, outlooks, customs and traits can't be
neglected. It acts as a tool that helps the plenty to become additional acutely aware.
Advertisements are broadly speaking prospering in industrial settings. Impelled by this success,
government and organizations complete maybe this may even be applied to resolve social issues.
(Andreasen, 1995; Fox and Kotler, 1980; writer kid, 1989).

1.1 Types of Changes

There are several causes which might be self-addressed by social advertisers. Some causes would
like dramatic action so the cause just in case will be removed effectively. Issues like habit and
improvement of setting are such issues that beset society. For his or her prospering handling,
reorganization at each level is critical. There are alternative causes that are involved with
providing equal rights to all or any, focusing essentially on the minority or weaker sections of
society. There ar still others that try and reform social organizations like education and labor.
Despite what the cause, there's continuously associate in nursing objective that has got to be
accomplished. These objectives will be achieved solely through transfer regarding the required
modification within the individual behavior and angle. Social advertising has currently been
utilized by completely different agencies for various topics starting from mobilizing tiny savings
to feminine foeticide. Kotler (1971) has delineated the four varieties of modifications in their order
of accelerating problem to bring forth by social advertising particularly psychological feature
change, Action modification, and behavioral modification and worth modification.

1.1.1 Cognitive modification

Cognitive modification all social causes have some objective or aim that has to be accomplished. a
number of these causes are involved solely with providing pertinent info to the audience. the aim
of the unfold of such relevant info is heightened awareness among the general public relating to
the required goal, thereby causing individuals to gauge their ideas and to bring forth a
psychological feature modification. Info regarding nutrition worth of various foods, advantages of
physical exertion, hot worth of product etc. is broadcast solely to extend awareness and a positive
tendency towards the knowledge and its blessings as completely different from antecedently
15
command beliefs. This kind of modification would appear} to be fairly simple to promote
effectively as a result of it doesn't seem to vary any deep stock-still angle or behavior. The aim is
primarily to make awareness or enhance information.

1.1.2 Action modification

The next logical and resulting step when the unfold of data among the general public is to
encourage the utmost range of individuals to require up the action advocated. Unfold of data isn't
enough in itself if not followed by the required action as propagated through the knowledge.
Campaigns persuading individuals to induce immunized, sign on for insurance, present blood or
bask in such activities that profit not solely themselves however conjointly the society, make up
the orbit of this kind of modification. Action causes ar somewhat tougher to promote than
psychological feature modification causes as a result of initial the target market has got to
comprehend one thing and so take a particular action supported it even though their angle toward
the action is favorable. Their closing is also obstructed by such factors as distance, time and
expense etc. For this marketers ought to prepare factors that build it simple for target persons to
hold out the action.

1.1.3 Behavioral modification

As the name suggests, this transformation is directed at transfer a change in people’s behavior.
This is often a fancy and tough method and is tougher to realize than either psychological feature
or Action modification. During this method, individuals ought to value their existing behavior,
appreciate the benefits of the publicized behavior and to begin unlearning what they need learned
over the years. This entails a comparatively, if conditionally new life style, that then has got to be
assiduously maintained for the good thing about all involved. Campaigns or advertisements
discouraging smoking, drinking and exhorting sensible and healthy ingestion habits are all
samples of ads that aim at transfer a behavioral modification within the audience.

1.1.4 Value modification

This is thought to be the foremost advanced and tough to realize modification within the audience
than all the opposite expressed changes. Whereas in behavioral modification, individuals simply
ought to modification their behavior, in worth changes individuals ought to Analyze and rethink
their deeply-held- and-seated values. People’s beliefs relating to their and others’ race, sense of
identity etc. are their values that they need implanted in character. Any effort to alter individuals
from one basic orientation to a different needs a protracted and intense program and this kind of
16
change is that the most tough to realize. The effectiveness of social advertising varies with the sort
of social modification being sought-after. Psychological feature modification is that the most
tuned in to social advertising. Social selling may be effective in manufacturing action modification
- that's, a specific act. Behavioral modification, like the modification of food, smoking, or drinking
habits, is tougher to realize. Therefore is worth change, that is, efforts to switch the worth
orientation of a target market. Public service advertisements are a very important a part of selling.
Every year billons of rupees are spent on them. From the time advertising with a social dimension
were tagged ‘propaganda’, to the time wherever it's well-received among customers, it's definitely
return an extended means.

Earlier social advertisements were solely a privilege of the govt. however currently days
additional and additional personal corporations affiliate with causes like AIDS, carcinoma,
violence and life preservation (Arnott, 1994; Carringer, 1994).Although it can't be denied that
Republic of India has achieved a great deal within the space of social advertising, there's a great
deal that also remains to be done.

There are several pressing social wants that stay to be self-addressed through social
advertisements. Specific social causes like issues of pollution management, feminine foeticide,
energy Conservation, birth prevention, abuse and AIDS awareness are in would like of innovative
solutions and approaches for obtaining public attention and support. These are eminently
fascinating per se advertisements have several social edges. Social advertising is sufficiently
distinct from business advertising because it needs recent thinking and new approaches. It to cope
with advertising core edges and values whereas business promoting typically deals with
superficial preferences. A Social advertising approach doesn't guarantee that the social objectives
are achieved, or that the prices are acceptable. Nevertheless social promoting seems to a bridging
mechanism that links the behavioral scientist’s data of human behavior with the socially helpful
implementation of what the data permits. It offers a helpful framework for effective social coming
up with at a time once social problems became additional relevant and important (Kotler, 1971).

1.4 Social Advertising from the Indian perspective

The first instance of Social Advertising in Bharat may be derived back to 1976 once the problem
of birth prevention was haunted because it had become a matter for concern. Population was
growing by leaps and bounds and had to be checked and monitored with efficiency for a drum
sander development of the country. Social Advertising was seen because the best thanks to tackle
17
this downside because it was the all-pervading issue. TV was thought of a very important vehicle
for the conveyancing of this message because it was one medium that had the most important
reach. With TV and Doordarshan, Social Advertising got a significant boost as these were 2 allies
that would extremely broadcast the message in an exceedingly simplest manner as these combined
the audio-visual mediums. Thus, TV and Doordarshan were used for propagating Social
Advertisements. Catchy slogans were coined to capture the imagination and sensibilities of men
and girls across the nation. ‘Hum Do Hamaare Do’, ‘Chhota Parivaar Sukhi Parivaar’ et al
captured the essence of the message effectively. The defect of those campaigns was that though
they sent the essential message, they shied off from time of an equivalent. This was amended and
‘Nirodh’, the most cost effective contraceptive was launched because it suggests that to the
required finish. The success of this movement woke up the govt. to the potential of Social
Advertisements. It accomplished that Social Advertisements might be used effectively to the touch
varied aspects of life, light several problems to unfold awareness and improve the general quality
of life. The campaign of birth prevention was then created additional comprehensive and recast as
a campaign for Family Welfare, that touched problems like Oral Hygiene, Vaccination,
immunization, Cleanliness, etc.

Messages like ‘Garbhvati mahilayon blow teeka zaroor lagvayen’, ‘Bachhe blow kala teeka to
laga diya, Kaali khansi se bachne ke liye DPT ka teeka lagvaya?’ etc. catered to those aspects of
social life, headed towards higher health. This idea got a significant thrust once animation was
added there to. In 1974, the thought of National Integration was communicate to viewers across
Bharat via the animated film ‘Ek Anek Ekta’ popularized by its straightforward however
significant lyric ‘Ek chidiya, anek chidiyan…’ the song, the video and therefore the plan became
a national hit and is remembered for its simplicity even these days. Buoyed by the success and
comprehensive influence of those campaigns, the govt. paid attention to several alternative
relevant social problems that required to be self-addressed. Since there was no higher medium for
this purpose, Social Advertisements catered to several various aspects of life. Ads associated with
the freeing of the lady kid vis a vis look after the lady kid were discharged and controlled serious
problems like lady education (a lady, once she protests that like her brother she too has school
assignment to try and do, is snubbed with a curt – ‘to ghar Ka kaam kaun karega?’), lady
equality and lady health (the lady within the ad is given a chilly shoulder once she, like her
brother, asks for a second serving to of food whereas the son is served food lovingly), etc.

18
By this point, Social Advertising had lapidarian a singular niche for itself and therefore the
government, sensitive currently to its large potential, paid special attention to Social Advertising.
Necessary campaigns like National skill Mission and National Integration were forged within the
garb of Social Advertisements, creating them more practical and unforgettable. A special case in
purpose is Mile Sur Mera Tumhara song primarily based National Integration Message. It’s
special as a result of for the primary time celebrities from completely different walks of life were
roped in to convey this necessary message. Broadcast for the primary time on fifteenth August,
1988 once the Prime Minister’s speech from the Red Fort, this song and therefore the message
became therefore common that it achieved a cult standing, reminiscent of the anthem itself.

Another major trend within the wave of Social Advertising may be seen within the instance of
Pulse infantile paralysis campaign. Launched together with World Health Organization in 1988,
this campaign was introduced on a war footing. Celebrities, once again, were accustomed create
the message additional common and attention-grabbing. Amitabh Bachhan and Aishwarya Rai
were each used for this campaign. As perpetually the results were astounding and infantile
paralysis was eradicated from Bharat and therefore the credit for this outstanding accomplishment
is given squarely to Social Advertising. Since then, following the sooner colossal success, Social
Ads are used wide to broadcast info bearing on several social evils.

Today, we have a tendency to see variety of ads managing serious social problems like Eye-
donation, AIDS awareness, Energy conservation, feminine foeticide, etc. Since the beginning of
the thought of social promoting, the development has progressed by leaps and bounds. Whereas
earlier it absolutely was thought of the only real privilege of state companies/agencies, currently
one will see that even non-public corporations ar venturing into this field. Whether or not it's to
project a socially aware image or a sincere effort to boost things in society is debatable however
within the end of the day it doesn't extremely matter, for the goal is noble and wishes to be lauded.

Unilever encouraging concern for neighbors in their ‘ghanti bajao’ campaign against domestic
violence; Aamir Khan forwarding the explanation for a clean, healthy country within the
‘Atithi Devo Bhava’ ads; Surf stand out promoting the thought of saving water within the ‘Do
balti paani hai bacahana’, etc. are all instances of Social promoting and most of those ads and
campaigns are created by non-public corporations. The success of this method will create it
straightforward for one to become self-satisfied and rest on one’s laurels. However that may
mean Associate in nursing finish in itself. If the ads and therefore the artistic method is to stay
19
thriving, it's to be unbroken below a comprehensive watching system. The broadcasting of a
billboard isn't Associate in Nursing finish in itself; it's simply the suggests that. The important
finish lies within the effectiveness of the ad which may be gauged from the results of an
equivalent. Feedback is very important and may be employed in a simply manner to boost the
standard of the ad if therefore needed. A lot of is nevertheless to be exhausted the world of
advertisements with a social agenda. Social advertising will have giant social edges. Study of
advertising with a social dimension and its study will and may now not be represented as
minor promoting development. It’s changing into main stream in business advertising and it
should currently be studied in this context. (Kotler and Zaltman, 1971).

20
 CHAPTER 2

OBJECTIVE OF THE STUDY

2.1 Primary objective

 To analyze the effect of Promotional Tools and Techniques to Eradicate the Social Evils

from the Society.

2.2 Secondary Objective

 To analyze the Social, Economic and Cultural Impact of Media in Society.

 To analyze the relationship between Media & Social Progress.

 To study the exposure and awareness of the respondents regarding various social

advertising campaigns.

21
 CHAPTER 3

LITERATURE REVIEW

3.1 General

Social promoting is an approach wont to develop activities geared toward dynamic or maintaining
people’s behavior for the good thing about people and society as a full. It takes identical principles
employed in merchandising business product. Combining concepts from business promoting and
therefore the social sciences, social promoting could be a well-tried tool for influencing behavior
in a very property and efficient method. The most important area unites wherever social promoting
techniques wherever utilized are health promotion, injury interference, environmental protection
and community mobilization. If the attitudes and behavior changes we tend to area unit
encouraging area unit still not perceived as useful, acceptable and gettable by the priority
population, it's going to not be worthy to develop a social promoting campaign at now.

Social promoting is an approach wont to develop activities geared toward dynamic or maintaining
people’s behavior for the good thing about people and society as a full. It seeks to develop and
integrate promoting ideas with different approaches to influence behaviors that profit people and
communities for the larger social sensible. It additionally seeks to integrate analysis, best follow,
and theory still as audience and partnership insight. Its goal is to deliver competition sensitive and
segmental social amendment programs that area unit effective, efficient, equitable and property
(International Social promoting Association, 2013). The term ‘social marketing’ was coined by
Kotler and Zaltman in 1971 and that they outlined it as “the style, implementation, and
management of programs calculated to influence the acceptableness of social concepts and
involving issues of product coming up with, pricing, communication, distribution, and research.”
They conclude that “social promoting seems to represent a bridging mechanism that links the
behavior scientist’s information of human behavior with the socially helpful implementation of
what that information allows” (Kotler & Zaltman, 1971).

The Social promoting Report outlined it because the application of business promoting techniques
to social issues. Meaning it take identical principles employed in merchandising business product.
Combining concepts from business promoting and therefore the social sciences, social promoting

22
could be a proven tool for influencing behavior in a very property and efficient method. Social
promoting is that the use of business promoting principles and techniques to boost the welfare of
individuals and therefore the physical, social and economic surroundings within which they live.
It’s a fastidiously planned, long approach to dynamic human behavior. The most distinction
between Social promoting and business promoting is that within the former the first aim is social
sensible and within the later it's monetary. within the same method social promoting is
mistreatment normal business promoting practices to attain non-commercial goals whereas the
business promoting contribute to action of social sensible. Social promoting uses a billboard
approach except for completely different outcomes. Below are a unit a number of the variations
between social promoting and business marketing:

So the social marketing research is sometimes additional thorough than business research as a
result of facilitating enduring individual and social behavior amendment is complicated. So
business promoting tries to alter people’s change for the good thing about the vender. However
social promoting tries to vary people’s behavior for the good thing about the patron or of the
society as a full. The social promoting employs an extra “P” to the four basic principles of
business promoting referred because the “4 Ps”. These “5Ps” area unit

3.1.1 P1: Product (what we tend to area unit marketing)

In social promoting the merchandise could be an activity amendment or a shift in perspective.
That’s individuals should believe that there's a tangle which the merchandise being offered could
be a sensible resolution thereto problem.

3.1.2 P2: worth (the cost)

Here worth is that the price of fixing behaviors. The goal of social promoting is to reframe the
suggested behavior amendment so the patron realizes that the advantages of amendment outweigh
the efforts or prices. As a result the worth of a product may be financial, involve time and energy
and need the patron to grant one thing up or involve discomfort or condemnation.

3.1.3 P3: Place (where and the way the priority population may be reached)
The place represents all efforts to form the behavioral amendment as straightforward as attainable
to a client. That’s it describes the method that the merchandise reaches the patron.

23
3.1.4 P4: Promotion (the ways in which wont to give notice the general public regarding the
amendment messages) Advertising is simply one technique to attain this goal. A promotion
campaign includes incorporating messages regarding the suggested behavioral develop into all
existing programs within the community so as to bolster the message on multiple levels. The
promotion channels embody TV, internet, radio, posters, pamphlets, junk mail, billboards,
newspapers etc.

3.1.5 P5: Policy

The intent to influence policy won't be retributive however can promote positive activity
amendment. Increasingly, social promoting is being represented as having “two parents”
•Social parent: as well as scientific discipline and policy approaches and
•Marketing parent: as well as business and public sector promoting approaches (Aiden, 2010)

Fig-3.1 Social Marketing

Recent years have additionally witnessed a broader focus in social promoting on the far side the
influences on and dynamic individual behavior, to socio-cultural and structural influences on
social problems (Jeff & Ross, 2015). Consequently, social promoting students area unit getting
down to advocate for a broader definition of social promoting, on the far side activity amendment,
that is equally involved with the consequences (efficiency and effectiveness) and therefore the
method (equity, fairness and sustainability) of social promoting programs (Saunders, Barrington &

24
Sridharan, 2015).
It helps to decide:

• Which individuals to figure with

• What behavior to influence
• How to travel regarding it and
• How to live it

Craig Lefebvre and Gregorian calendar month Flora (1988) made public eight essential parts of
social marketing:
• A client orientation to comprehend structure (social) goals.
• An stress on the voluntary exchanges of products and services between suppliers and shoppers.
• Research in audience analysis and segmentation ways.
• The use of formative analysis in product and message style and therefore the pretesting of those
materials.
• An analysis of distribution (or communication) channels.
• Use of the promoting mix-using and mixing product, price, place and promotion characteristics
in intervention coming up with and implementation.
• A method following system with each integrative and management functions.
• A management method that involves drawback analysis, planning, implementation and feedback
functions.

It has six steps like

Fig-3.2 Essential components of Social Marketing

Social selling isn't constant as social media selling. However currently there's a distinction
between strategic social selling and operational social selling. Strategic social selling identifies
that social modification needs action at the individual, community, socio-cultural, political and
25
environmental level, which social selling will and may influence policy, strategy and operational
techniques to realize pro-social outcomes (Jeff & Ross, 2015). But in the operational social selling
it includes solely the implementation stage. The peculiarity is that altogether these stages social
selling become the key component. That is

Fig-3.3 Stages of Social selling

Through social selling, policy goals become realistic and doable by creating use of understanding
of people’s lives. Likewise within the case of strategy, social selling allows price effectiveness and
best impact over time. However within the implementation stage product, services and
communications that match people’s wants and motivations are often developed with the
assistance of social selling method. Sometimes social selling uses a series of techniques and
approaches to alter people’s behavior in a very clearly outlined and positive approach. These
techniques area unit normally referred to as a ‘marketing mix’. The most aim of those techniques
area unit to realize a selected ‘social good’, instead of business edges - even if it uses several of
constant ways as business advertising and selling. The National Social selling Centre (NSMC) has
known eight National Benchmark Criteria as a listing for selling campaigns. They are:
• Customer Orientation: place the client at the center of all decision-making processes.
• Insight: Use analysis to spot ‘actionable insights’. These area unit key items of understanding
which will underpin our programme development.

26
• Behavioral Goals: Aim to alter people’s actual behavior instead of simply their attitudes by
beginning clear measurable activity goals with timescales.
• Segmentation: establish audience ‘segments’ that have common characteristics and tailor
interventions befittingly.
• Exchange: take into account each the advantages and also the prices of encouraging individuals
to adopt a brand new behavior. This may facilitate to maximize the advantages and minimize the
prices to form a horny exchange.
• Competition: decide what competes for audience’s time, attention and inclination to alter. Work
with or learn from the competition.
• Methods Mix: Use a mixture of ways to evoke behavior modification, together with education,
support, management and style techniques.
• Theory: Use activity theories to grasp human behavior and inform programmes.
In a shell for the social selling campaign we've to spot what behavior we wish to alter, whose
behavior we wish to alter, what barriers to alter and cut back the barriers to alter. Additionally
we've to predetermined our ideas on a tiny low range of individuals and publicize each the
advantages of modification and our efforts to form modification easier in a very approach which
will draw people to require advantage of our efforts.

3.2 Stages of a no-hit Social selling Effort

A no-hit social selling effort includes the subsequent stages:
• Create awareness and interest: For that the recipient should get the message virtually
• Change perspectives and conditions: The recipient needs to develop a positive attitude or
positive frame of mind concerning the behavior that we tend to intent to alter.
• Motivate individuals to need to alter their behavior: The recipient needs to type associate degree
intention to act on the premise of that perspective.
• Empower individuals to act: The recipient needs to act i.e., convert that intention into action.
• Prevent Backsliding: The recipient’s action should be followed by reinforcement, by the supply
of some profit for having acted, in order that the required action are continual

Social selling is additionally being explored as a way for social innovation, a framework to extend
the adoption of evidence-based practices among professionals and organizations, and as a core
talent for public sector managers and social entrepreneurs. It’s being viewed as associate degree
approach to style more practical, efficient, and equitable and property approaches to reinforce
social well-being that extends on the far side individual behavior modification to incorporate
27
making positive shifts in social networks and social norms, businesses, markets and public policy
(Lefebvre, 2013).

3.3 Applications
Social marketers usually conceive to encourage their target market to partaken in four styles of
behaviour modification. They are
• Accept a afresh behaviour
• Reject a probably undesirable behaviour
• Modify a current behaviour and
• Abandon associate degree undesirable behaviour

The major area unitas wherever social selling techniques wherever utilized are health promotion,
injury hindrance, environmental protection and community mobilization. the primary documented
proof of the deliberate use of promoting to deal with a social issue comes from 1963 fruitful
Health program light-emitting diode by K.T. Chandy at the IIM, urban center in Asian nation
(Chandy, et al., 1965). The cultural and regulative environments of the target market should be
taken under consideration whereas conducting social selling campaigns so as to maximize
effectiveness. This can be as a result of these cultural and regulative environments have robust
influence upon these social selling campaigns. Examples for campaigns that thought of the
cultural and regulative environments of the target market area unit hepatitis B campaign in China,
anti-HIV/AIDS case study in Mexico, anti-dengue campaign in Singapore etc.

The social selling campaigns consistently apply the selling and different ideas and techniques to
realize specific behavioral goals for a social sensible. So, asking individuals to not smoke
publically places and use seat belts whereas driving area unit enclosed within the social selling
campaigns. In India, particularly in Kerala we tend to for the most part use social selling for health
promotion and AIDS awareness programmes. For that professionally trained social staff area unit
operating. The necessary social selling campaigns in Asian nation includes anti-tobacco
campaigns, anti-drug campaigns, anti-pollution campaigns, road safety campaigns, anti-dowry
campaigns, protection of lady kid campaign, campaign against the employment of plastic baggage
and inexperienced selling campaign.

28
3.4 Advantages of social selling
If it's used properly social selling are often a brand new selling tool. The useful effects are often
tremendous however should be utilized in the foremost economical doable approach. The distinct
blessings of social selling, that build it important tools to any selling campaign, area unit promotes
consumption of socially fascinating product, promotes health consciousness in individuals and
helps them adopt a healthier fashion, it helps in inexperienced selling initiatives, it helps to
eradicate social evils that have an effect on the society and quality of life, one amongst the most
affordable ways in which of promoting and anyone will benefit of it, even from their home.

Currently the benefits of social selling are often generalized as

• It helps to succeed in the target audiences we wish to succeed in.
• It helps to customize our message to those targeted audiences.
• It helps to form bigger and longer lasting behavior modification in those audiences
Thus we can area unit able to say that we tend to are reckoning on the social selling approach
during this trendy age as a result of it
• Impacts a big portion of the priority population
• Facilitates active behavior modification over an amount of your time
• Stimulates modification with restricted resources
• Develops artistic ideas
• Community partnerships become assets that atone for restricted funds
• Elevates the voice of the priority population and will increase community identification and
• Influences policy and promotes positive social modification

But this social selling approach isn't free from limitations. the most important limitation is that if
the attitudes and behavior changes we tend to area unit encouraging area unit still not perceived as
useful, acceptable and gettable by the priority population, it should not be worthy to develop a
social selling campaign at now. During this scenario, it's higher to introduce a behavior
modification recommendation by developing connections with community and agreeing on a
unified goal before coming up with a social selling campaign. As a result, all social selling
campaigns don't seem to be effective all over. For instance, anti-smoking campaigns like World
No Tobacco Day whereas being no-hit in curb the demand for tobacco product in North America
and in components of Europe, are less effective in different components of the planet like China,
Asian nation and Russia (Fedyashin, 2009).

29
3.5 Major Social Campaigns in Asian nation
3.5.1 AIDS Awareness
India is one amongst the biggest and most inhabited countries within the world, with over one
billion inhabitants. It’s calculable that around a pair of.4 million (www.avert.org/aids-statistics)
individuals area unit infected with HIV. These days the epidemic affects all sectors of Indian
society, not simply the teams – Like sex staff and truck drivers – with that it absolutely was
originally associated. In a very country wherever economic condition, illiteracy and poor health
area unit rife, the unfold of HIV presents a frightening challenge. Like each issue, there are a unit
misconceptions and content concerning AIDS too. Since several in Asian nation don't seem to be
literate, their awareness is additionally in proportion thereto. Several don't recognize the pith of
this deadly malady however the worry of this epidemic is intense. This unsupported worry must be
allayed in order that individuals will grapple with this malady in a very more practical manner.
This could be achieved solely through awareness campaigns directed at the misconceptions
relating to AIDS. One such example was the ad that includes Shabana Azmi WHO knowing that
AIDS ‘chhoone se nahin phailti’.

3.5.2 Pulse infantile paralysis Campaign

Poliomyelitis is one amongst the few diseases that are with success eradicated from Asian nation.
Following the infantile paralysis demolition Initiative of WHO in 1988, Asian nation launched
Pulse infantile paralysis protection program in conjunction with universal protection program that
aimed toward 100% coverage. This enclosed mass awareness programs, door to door surveys and
campaigns, free vaccination drops. Cases saw a dramatic drop by range even from year to
consecutive year. The contribution of TV and social selling during this regard can't be negated.
Several celebrities like Amitabh Bachhan, Aishwarya Rai and Shah of Iran Rukh Khan have
supported this cause and have created their own contribution to the demolition of this scourge. In
line with the Health Ministry, on the eve of World infantile paralysis Day in national capital, no
case of sort three infantile paralysis has return up for over a year. This has been doable solely
thanks to target efforts directed towards this goal.

3.5.3 Eye Donation Campaigns

Blindness is usually seen as a life-time affliction and lots of still suffer from this darkness
throughout their lives. This pitiable condition prevails as a result of not several recognize that
tissue layer vision defect are often with success treated. Around 4.6 million individuals in Asian
nation suffer from tissue layer vision defect, unaware that ninetieth of such cases area unit curable
30
through surgery and eye donation. Again, awareness programs area unit necessary to unfold
knowledge and consciousness. Creating individuals perceive that eyes are often given when death
may be a step during this direction and every one it takes may be an easy type to be stuffed. Yet
again celebrities have used their stature and influence to inspire individuals to present eyes
therefore on loosen up the lives of the sufferers. A lot of has been done, nevertheless a lot of
remains to be done. Asian nation must launch more campaigns for eye donation in order that the
lives of the many are often improved. Save Water/ Oil/ Electricity: Our planet is our most
significant plus. When we tend to cite our earth we are relating its resources thanks to that life here
is feasible. Water is that the most precious resource forever and oil and electricity for convenience.
Since this a worldwide issue, all countries within the world area unit targeted on this and have
created it their primary concern. Asian nation too is creating efforts to scrub the world and to save
lots of our resources through prudent use. forbiddance of synthetic resin baggage in several states;
exploitation compact lamp (CFL) rather than ancient bulbs; turning off faucets and electrical
appliances once not in use and campaigns relating to water/oil/electricity conservation area unit
indicators of our efforts to save lots of these valuable resources. However thanks to illiteracy and
economic condition the reach of such efforts isn't as in depth PRN or desired. Tools like social
selling got to be explored and used additional in order that everybody will perceive and appreciate
his own valuable role during this movement.

3.5.4 Girl kid Education

India has long been stricken by the discomfort of difference on the premise of gender. Women are
thought to be inferior since ages and no facet of their lives is given due importance be it education,
health or wedding. This long bias must be removed utterly from our society in order that women
will lead as providential a life as their male counterparts. Women are bereft of education as folks
feel that disbursal on their education may be a waste as they're going to marry and head to another
family. However thanks to united efforts this attitude has begun to alter and women area unit
currently given their due. Several ads have enforced this thought and one will see them
propagating the thought of girl-child education for his or her higher lives.

3.5.5 Against drunk Driving

The health and safety of voters is that the primary concern of any government. From time to time,
government organizations specialize in several health problems and hazards that afflict the
generation. Alcohol if not taken moderately in itself is regarded by several as a hazard however
several area unit reckless to mix drinking and driving. This could convince be dangerous, if not
31
fatal to the live of the person involved however may hurt that of others. Thanks to the carefree
perspective of the children associate degreed an awry fashion, accidents caused by drunk driving
area unit on the increase. A Responsible perspective must be inculcated and slogans to the present
impact are often seen on the fenders of trucks and buses. On a significant note, this message is
relayed through ads additionally once viewers area unit suggested to drive responsibly and to form
tea/coffee ‘one for the road’ rather than a drink. Since it's seen as a restricted downside as
compared to diseases that have an effect on millions this can be one space wherever not a lot of
has been done. However creating voters chargeable for themselves et al. is a vital issue and may
lean its due place within the theme of things.

3.5.6 Family coming up with

Many consultants area unit of the read that the collection countries area unit labeled developing
nations thanks to their escalating population. Population is so chargeable for the shortage of
resources, for hunger, disease, deficiency disease, illiteracy and state. If any country, like Asian
nation as an example, is to with success combat these issues, stress needs to be arranged on birth
control. Countries like China have the policy of 1 kid per family and also the government doesn't
pay edges to the second offspring. This policy has been strictly enforced. Coercion is one amongst
the means that to tackle the population downside and was mirrored within the Sanjay Gandhi
regime once he forced sterilization on several. differently of handling this personal nevertheless
national issue is thru making awareness exploitation ads, campaigns, etc. the govt. has been doing
this and quite with success too however thanks to India’s huge population, illiteracy and economic
condition the reach of such programs is proscribed and this issue must be proscribed at an
additional comprehensive level.

3.5.7 Breast Feeding

India’s escalating population and high birth rate proves to be a moneymaking chance for several
MNCs for establishing a sound marketplace for Formula milk for infants. However here once
more illiteracy proves to be a scourge for several Indians as they can't browse the directions on the
boxes and fail to form the milk in line with the given directions. Exploitation dirty water to form
the milk or exploitation wrong proportions of the powder and milk offers rise to several health
connected issues like deficiency disease and weak immunity. The govt. once more had to step in
with strict injunctions relating to this. It absolutely was additionally necessary to stress the
importance of breast milk and its rattling properties. Ads area unit currently telecast that just do
this and lay stress on infant feeding for the higher healthy lifetime of the babe.
32
3.5.8 Female Foeticide
Preference for the child has been one amongst India’s most long issues. It’s a difficulty that's each
personal and national. This preference for the child will head to the acute too, leading to feminine
foeticide. This apply is rampant in states like Punjab and Haryana wherever education and
awareness isn't as widespread as desired. This has light-emitting diode to a skew sex magnitude
relation. In 1991, the figure was 947 women to a thousand boys. 10 years later it had fallen to 927
for a thousand women (census, 2017). The decline within the range of ladies is additional
pronounced in richer and higher educated households. Several agencies have step up to diminish
and ultimately take away this unbalanced read from the lives of all. Several saying, ads and
campaigns are often seen advocating a stop to the present evil apply. Asian nation is beset with
various issues that stem from several reasons. The country is grappling with tons of social issues.

Many social issues like feminine Foeticide, AIDS, drunk Driving, and etc. area unit in want of
people’s attention. Each its voters and members of the govt. area unit concerned within the task of
eradicating or assuaging these issues. The answer lies in transportation desired social modification
through a modification in attitudes and behavior. The govt. must encourage such positive
modification. This could be led to through aware social advertising. However it shouldn't be a trial
within the dark. For social advertising to be effective, it must be targeted and directed towards a
selected issue and may be based mostly within the real context. It’s thanks to a wish during this
facet that several social advertisements don't start the required results, inflicting failure and
disappointment for all involved. No social advertising are often no-hit in a very vacuum.
Economic changes can't be ushered if the population doesn't feel the requirement for any
reasonably elevation in their economic standing. This downside is additionally including the rather
negativist perspective towards things. Individuals area unit sometimes content in their settled lives
and lack the energy and focus to alter things. They additionally believe that things don't seem to be
aiming to modification.

The problems so area unit several faceted. Therefore, the success of any social promotion depends
on the flexibility of the promotion to evoke individuals out of their satisfaction, build them see the
matter and to encourage them into taking action by permitting the modification that's forwarded to
them within the promotion to require place. It additionally must be appreciated that social
advertisements intrinsically don't seem to be enough. They’re means that to associate degree
finish, not the tip itself. In gift society, it's become more and more troublesome for advertisers to
33
command the eye of their audience and afterwards have a sway on their behavior (Robinson,
1997).

Advertising is thought to be associate degree unwelcome intrusion and a supply of irritation. This
typically ends up in aware effort to avoid ads (Byrant and Zillman,1994; Bishop, 1997) and refusal
to retort to advertising messages (Cummins, 1996).To overcome this disadvantage, ‘Awareness’
has been thought of a vital start in achieving effective advertising (Wells 1964, Leevitt et al,
1970). Awareness measures area unit used extensively in analysis as a gauge for selling
effectiveness. It records the proportion of the selling with future reminiscences of getting noticed
the advertising. This platform of previous exposure is usually used as a screen for asking
additional elaborated questions about advertising effectiveness (Dubow, 1994). Another
advertising strategy that is usually recommended as the simplest way of overcoming ad shunning
is likeability (Smit et al., 2006).

Advertisements that area unit liked area unit claimed to be superior at interrupting the ad scanning
phase; ultimately enhancing process and making positive judgement of the advertising message
(Biel and Bridgewater, 1990). “Liking measures add substantial worth to the assessment and
improvement of advertising effectiveness” (Walker and Dubitsky, 1994). It’s clear that feeling a
poster encompasses a positive influence on the penetrative ability of ads (Du Plessis, 1994).
Frazen (2003) has indicated that advertising likeability transforms itself into whole likeability.
Biel (1990) has connected likeability closely to accomplishment of advertising effectiveness. In
line with Batra and Ray (1986), advertising likeability deals with however customers method
advertising info and their personal involvement with it.

After the primary step of ‘awareness’ of social advertising is achieved, likeability is that the
second milestone to be crossed. Likeability is that the extent to which individuals area unit able to
method the knowledge disseminated by a poster on a social issue. Social ads ought to be such they
interact consumers’ minds and hearts. Customers move through a psychological feature and
effective section before endorsing a selected behavior. Preparation and broadcast of social
advertisements isn't enough. They’re simply motivators, which might prepare the bottom for the
resultant desired modification as they represent new beliefs, the adoption of which might improve
the standard of life.

34
The possibility of a much better life through changes in social ideas and processes isn't wide
perceived in several components of the world; rather, resignation to the present order - a fatalistic
perspective - prevails. For this reason, social modification campaigns and social selling don't seem
to be merely a group of tools to accomplish social modification. They represent a brand new
ideology, or mind-set, the assimilation of which might prepare ground for widespread and more
practical social modification. Social selling should search tougher for meaning quid professional
quos to achieve acceptance or adoption of its product (Kotler, 2000).

35
 CHAPTER 4

RESEARCH METHODOLGY

4.1 Research Philosophy and Design

All research is interpretive in some way.

Fig 4.1 Research Onion

However, the layers of analysis onion diagram determine 2 varieties of totally different
philosophies that may be employed in the type of analysis.

36
 The area of analysis is usually a mix between positivism and interpretivist, as making an
attempt to work out the influence of social media on individual in Republic of India.
Therefore, during this analysis the quantitative analysis methodology adopted to gather
primary research information are often aforesaid a mix of those 2 because it gave American
state flexibility. Because the quantitative analysis is usually related to the positivist/post
positivist Paradigm, this analysis relies on the analysis philosophy of positivism. The post
positivism analysis philosophy acknowledges alternative analysis viewpoints and is
additional Realistic concerning sound judgement and also the self-report quantitative form
replicates the subjective thoughts and feelings of the respondents therefore it should not
totally reflect the particular reality. it's additionally necessary to notice that use of 2
philosophies helped American state to broaden the scope of the study, but the post-positivism
philosophy is that the one that had additional weight throughout the analysis.

The analysis utilized the survey approach because the analysis strategy and also the
methodology to produce answer to the most analysis question. Survey analysis approach
could be a methodology of gathering data by asking queries. Survey methodology is
behaviour-oriented analysis that focuses on the actions of individual’s mistreatment among
alternative tools, survey questionnaires to explain behaviour, like choice .The study can use
the analysis inquiries to slender the scope of the study. It’s supported quantitative
information, in specific on the analysis of variables. The results are going to be numerical and
also the goal are going to be to generalize the results received. During this analysis a Survey
form can function the info assortment methodology for this thesis. The survey belongs to the
non-experimental analysis methodologies.

A cross-sectional informative study style was employed in this quantitative element of the
analysis. This kind of study uses various teams of individuals WHO adapt within the variable
of concern, however share alternative characteristics like social station, economic standing,
academic background and culture or origin. Cross-sectional studies square measure
experimental in nature and square measure well recognized as descriptive analysis and not for
causative analysis. Throughout this kind of analysis to record the data that exists in an
exceedingly population sample, but the findings in sort of information isn't manipulated. This
analysis style is useful is determinant the characteristics of the sample and not the cause and
result relationships between the variables. Therefore, this style usually be accustomed often
37
build inferences in context to the relationships whereas gathering preliminary information so
as to support the longer term analysis study.

Cross-sectional survey was useful in assessing the practices, attitudes, knowledge’s and beliefs of
the chosen population. Through this analysis I tried to review what's happening within the analysis
space instead of learning the amendment and development for future. The treatise could be a
exposure taken at a specific moment and doesn't commit to study the amendment and development
of social media’s increasing influence through time on voters in Republic of India. Also, the sound
judgement is incredibly necessary in quantitative analysis so, whereas researching guardianship
was taken to avoid self-presence. Personal opinions and viewpoints weren't enclosed within the
survey form and whereas canalizing the info personal beliefs were unbroken aside. The survey
was conducted each electronically and manually. The link was sent to the user’s mistreatment
Facebook, LinkedIn, Google Forms and Survey monkey web site. Few users were
indiscriminately designated to fill out the survey forms manually. To organize the survey form on-
line and gathering quantitative information - ‘Quick Survey’ web site was used.

4.2 Research Approach and selection

Saunders et al. have known 2 varieties of analysis approaches that may be used for a search
deductive and inductive approach. This analysis approach is deductive in nature, as its aim is to
check the theories that are known and developed within the literature review through quantitative
analysis. It’s the dominant analysis approach within the natural sciences. This approach can
facilitate to clarify casual relationships between variables. This may make sure the analysis is very
structured in methodology and most vital is reliable. In line with Saunders et al., the analyzers
continually have an alternative between 3 research strategies – mono- methodology, multi-method
and mixed methodology.

The mono-method could be a single information assortment methodology. Multi-method makes

use of quite one information assortment methodology alongside a correspondence analysis method
to answer the question. Mixed-method could be an information assortment methodology wherever
each qualitative and quantitative strategies of knowledge assortment square measure used
throughout constant analysis at one explicit time. For this analysis it actually have used single
information assortment methodology technique. The survey has been administered for the aim of
gathering information. Hence, the analysis methodology alternative is mono methodology.
38
4.3 Selecting Respondents

All the registered individual voters on top of the age of eighteen years build to be the Population
for the aim of this analysis. The chance sampling/representative sampling technique of stratified
sampling was used for aggregation information during this analysis. Within the analysis, each
individual from the population had constant likelihood of being designated within the sample.

The audience is on top of the age of eighteen years and were indiscriminately chosen from
everywhere Republic of India and majorly divided into four regions – North India, South Republic
of India, East India and West India. 1st the sample chosen was divided into totally different strata,
during this case separating out young generation from older to review the result of social media on
them severally. Then the sampling technique was applied to every of the 2 teams severally,
mistreatment constant sampling interval in every cluster. The sample didn't embrace the non-
registered voters since they can't select the elections, so their response would solely be a spectator.
Because the analysis was supported social media, it appeared apt to use social media to diffuse the
survey. Moreover, by doing therefore, it absolutely was positive that the respondents had the
familiarity with social promoting promotion tools. The respondents were designated while not
personal biased, as they were unknown folks that selected to answer the queries in numerous
forums on social networking sites. So as to possess additional answers to the survey, It had
additionally created use of the snowball methodology by asking the respondents to share the
survey link with their own network of contacts on social media or otherwise. This helped to gather
additional information in fixed time.

Sample size: As per Barrett (2007), a sample size larger than one hundred fifty} is crucial so as to
change an in-depth investigation throughout the analysis. Larger sample sizes typically cause
hyperbolic accuracy once estimating the unknown parameters and variables. There’s solely
four.5% likelihood in terms of margin of error once the sample size is chosen to be five hundred
(Niles, 2006). Therefore, so as to possess confidence within the survey results, an oversized
sample of around a hundred and fifty respondents was chosen for this analysis. Given these issues,
it’s not surprising that the ultimate sample size could be a matter of judgment yet as calculations.
In total, a survey with a hundred and one male and forty nine females was conducted with
numerous age teams on top of eighteen years elderly in four major regions of Republic of India –
East, West, North and South Republic of India. Majority of the respondents were male within the
study as Republic of India could be a male dominated society (Swain, 2009).

39
All these respondents were registered voters in Republic of India. The respondents varied in
people to work out the result on numerous generations. The respondents were a balanced mixture
of operating professionals, school students, and entrepreneurs, fired voters and retired Indian
residents. These respondents weren't chosen on the premise of their usage level of social media
rather it absolutely was determined as a results of the analysis.

4.4 Research moral issues

As per Kimmel (1996), there square measure numerous moral problems that may have importance
throughout the analysis. In any quite social analysis learning behaviour and patterns, the survey
should be performed with a thought to moral necessities. As survey analysis involves people, the
essential however extremely necessary conception of do no hurt ought to be followed, as survey
analysis is Associate in Nursing invasion of privacy for these people by asking them their personal
beliefs and opinions (Neman, 2006). They’re additional seemingly to share the specified data once
asked on the premise of trust and whereas maintaining the integrity and respect for the
respondents. Therefore, it's necessary that the respondents participate within the analysis of their
own disposition and supply consent. The respondents during this analysis weren't exploited in any
manner some. In addition, attention was given at the places wherever actuality nature of a matter
was withheld on purpose from the respondent to encourage Associate in nursing honest answer.

This whole analysis was conducted employing a cross-sectional quantitative overall analysis style
and majorly numerous on-line portals were accustomed reach resolute the respondents. Therefore,
during this analysis confidentiality was treated seriously, as a results of that the identity of the
respondents are going to be unbroken anonymous. This ensured that respondents may share their
opinions honestly and freely. Moreover, the respondents were assured within the survey link that
their responses would even be treated anonymously. Before the beginning of the survey, the
respondents were additionally hep that their participation within the analysis is entirely voluntary;
they're not needed to be a part of the analysis if they wanted to not. it absolutely was explained
that the calculable completion time for the survey are going to be around 5-7 minutes and also the
survey questionnaires are going to be quantitative in nature containing ten queries.

Moreover, the info and its analysis were strictly used for educational functions solely and can
in no means some be used for the other purpose. The respondents WHO requested for a
replica of the survey findings were explained the confidentiality clause of the analysis.

40
4.5 Data assortment Instruments

This study used the quantitative strategies of knowledge assortment. The analysis used each the
first and secondary analysis information. As a primary supply the info was gathered for the aim of
this study directly from the respondents through a survey form with close-ended multiple-
alternative queries with ordered responses. To make sure accuracy of the results, importance was
arranged on correct survey construction. Further, the directions to fill and submit the survey were
given at the beginning of the survey. Within the survey queries a 5 purpose Likert kind scale was
accustomed establish the intensity of agreement and disagreement from the respondents. The
scaling allowed for establishing of the intensity of agreement is taken into account to be a very
important issue. By Neuman (2006) in choice selections. Moreover, the survey’s numerical vogue
allowable the applied math analysis of the survey results.

The use of this primary information assortment allowed American state to deal with specific issues
to voters concerning their use of social media and the way these platforms specifically influence
their final decision-making method. This was the important a part of the treatise as it’s the bottom
of the findings. Moreover, mistreatment primary information provided American state higher
management on the gathering of the data from respondents. There was a tool to check the queries
and match them with analysis objectives. Respondents were invited to fill the survey on-line by
emails and links were sent through posts on social networking sites like Facebook, Twitter and
LinkedIn on individual basis to several. Furthermore so as to assemble addition answers from the
respondents, I had additionally administered the survey form on numerous discussion forums on
LinkedIn and Facebook. This was done by registering on bound closed forums and asking
individuals to be a part of my analysis by responsive the survey queries.

The choice of targeting voters in these forums was a strategic move to draw in unknown folks that
square measure at home with social media and have information of events on destruction of social
evils from Republic of India. This was done to avoid personal bias, as it’s usually aforesaid
individuals around United States of America share our views that's the rationale they're a part of
our network contacts. It positive that it'll be ready to collect valuable information from voters with
minimum margin of error. These forums square measure extremely actively and with huge
member teams. So individuals in these forums had a larger likelihood of responsive the survey
queries.

41
The respondents stuffed few survey questionnaires manually WHO weren't technology savvy and
didn't use computers usually. These individuals were random designated from school. This
ensured that folks WHO square measure elderly cluster on top of forty five were additionally
concerned during this analysis. Additionally to filling the survey, they additionally voluntarily
shared their feedback concerning however social campaign from government had established their
generation and also the role to plays in creating a far better society. This was a purpose as survey
queries were close-ended and has no scope of interrogation. Secondary resources enclosed
assortment of knowledge from already revealed articles, journals, and the other offered literature
alongside the key trends and results revealed by Simplyfy360. It’s a social media observation and
social media analytics tool for every kind of social media necessities particularly in Republic of
India

4.6 Data Analysis Procedures

The online survey was administered through the mixture of a survey web site and a software
system. The web site used was Monkey Survey, an internet based mostly supplier of survey
solutions. For targeting two hundred respondents 2 survey links were generated on this website
mistreatment separate email ids as the website had limitation of respondents to most of one
hundred in one link. The form had ten queries in total and took a respondent close to 4-5 minutes
to submit it on-line. To have accuracy within the results of the research; significance of the
creation of correct

Survey form cannot be immoderate. Survey analysis samples many respondents WHO answer the
similar queries, assessing variables from past behaviors and experiences (Neuman, 2006).
Therefore, the survey form employed in this analysis had all queries as close-ended with ordered
responses. The form used for the analysis is connected in Appendix one below. Respondents had
the access to the survey for a amount of twenty days on the far side that the survey link was
closed. The survey was deployed to the chosen sample in numerous batches over a month’s time
for numeric and applied math analysis accuracy in information. Since the survey had used
numerous measurements levels, the analysis provided categorical responses however additionally
ordinal responses (such as five purpose Likert Scale) determined to use Microsoft stand out
software system to research the info for many of the queries.

42
The employment of Microsoft excels and it’s numerous charts for aggregation the information
from the survey and later decoding and analyzing the results to answer the survey’s main analysis
queries.

4.7 Validity and Reliableness

With any quite analysis, it's necessary that the measure and analysis square measure valid and
reliable. Saunders et al. (2009. p188) has explicit that validity is bothered largely with sorting out
if the results of the analysis square measure very concerning what they seem to be about. Validity
is of 2 sorts – Internal validity and external validity. Typically generalizability is named as
external validity. one in every of the difficultly of this analysis is Associate in Nursing extent to
that the results of the survey square measure generalizable; which means whether or not the
findings are going to be applicable to alternative analysis.

Reliability in an exceedingly analysis refers to the extent to that the analysis information
assortment and information analysis technique can generate consistent results. Sometimes, the
employment of multiple indicators is crucial to live constant issue to represent internal
consistency. Moreover, participant bias and observer bias square measure a standard threat to
liableness of a search, as these might cause totally different analysis through numerous tests. The
correct balance and combination of validity and reliableness is important for this analysis. Validity
and reliableness will increase the inner validity of the analysis and ensures no alternative
attainable results are often derived from the info.

4.8 Limitations of Methodology

During the method of scripting this treatise encountered few things that well-tried to be a
limitation for the analysis study. The time constraint was one in every of the large limitations. For
the course completion the analysis was to be completed at intervals the three-month time span. so
as to finish the treatise a quantitative survey was needed to be conducted and learning the
employment of SPSS software system was necessary, and doing therefore throughout this short
span of your time well-tried difficult. As a result, in-depth analysis covering a bigger sample size
wasn't attainable and secondary analysis was additionally restricted to seventeen journals and
articles in total.

43
Secondly, there have been no follow up queries concerned additionally to main ten queries and
neither there was scope or the chance to feature comments within the survey questionnaire; this
was a limitation from the angle of the analysis survey because the answers provided an affirmative
or no answer to the queries and lacked the explanations behind speech the solution. The
respondents scan every question otherwise so consequently replied supported their own
interpretation of the questions; therefore there's grade of judgment that's not acknowledged.

44
 CHAPTER 5

DATA ANALYSIS

5.1 General
Data analysis can be defined as the process of extracting information from data. It involves
multiple stages that includes establishing a data set, preparing the data for processing, applying
models, identifying key findings and creating reports. The aim of data analysis is to find
actionable insights that can inform decision making. Data analysis involves data mining,
descriptive and predictive analysis, statistical analysis, business analytics and big data
analytics.

5.2 Main results from the quantitative analysis:

This section of the research shows the findings from the primary data that was secured through
online questionnaires among Indian citizens who are above the age of 18 and are eligible to
vote. The findings are compared against each other to generate various conclusions. The first
two questions of the quantitative survey provide the demographic profile of the respondent.

5.2.1 Description of the Sample

The sample used for research is made up of 150 respondents representing citizens from 4 major
regions of India – north India, Eat India, West India and South India. However, the target
population for the research was citizens who are 18 years and above. 67% of respondents are
between 18-35 years old. This indicates the younger generation citizens of India. Around 33%
of the respondents are above 36 years of age in this analysis.

Table 5.1

Age Groups 18-24 25-35 36-46 47-60 60 and Above

Respondents 43 58 27 13 9

45
 Respondents

6% 18-24
9%
29% 25-35
18% 36-46
47-60
38% 60 and Above

Fig 5.1 Age categories of the sample

The gender profile indicates that out of 150 respondents, 67% of the respondents are
male and 33% are female. Majorly these respondents are for north side of India.

GENDER

MALE
34%

FEMALE
66%

Fig 5.2 Gender of the Respondents

46
 Q 5.2.2 Occupation of the Respondent.

It can be seen from Figure included below, the major 55% of the respondents are
working professionals doing some kind of job. These people are the ones who take
more interest in general discussions and forums online on social media compared to
other citizens. As these are the individuals who get affected most by any policy change
in general.

Table 5.2

Occupation Total Respondents Male Female

Student 27 18 9
Entrepreneur 22 16 6
Employed 83 64 19
Unemployed 12 1 11
Retired 6 2 4
Total 150 101 49

OCCUPATION

Female

Male

Total Respondents

0 20 40 60 80 100 120 140 160

Total Retired Unemployed Employed Entrepreneur Student

Fig-5.3 Occupation of Respondents

All the respondents who participated in the survey are educated professionals. The results
have highlighted the people from above the age group of 36 years as students. This indicates
that education is an important variable when it comes to understand social marketing.

47
Q 5.2.3 Due to the customer centric approach of social marketing, is there is a need to
understand target audiences before developing social marketing campaigns?

CUSTOMER APPROACH

NO 25%

YES NO

YES 65%

0% 10% 20% 30% 40% 50% 60% 70%

Fig-5.4 Customer centric Approach

All the respondents who participated in the survey are educated professionals. The results
have highlighted the people who responded on the basis of customer centric approach of
promotional tools for social marketing. This indicates that around 65% of people of survey
think that it is very important to have customer centric approach according to target audience
during its designing and implementation.

48
Q 5.2.4 Are Social marketers able to clearly identify a benefit for the target audience?

BENEFIT IDENTIFICATION
70%

60%

50%

40%

65% YES NO
30%

20%

10% 35%

0%
YES NO

Fig-5.5 Benefit Identification

All the respondents who participated in the survey are educated professionals. The results have
highlighted the people who responded on the basis of benefit clearly identified by the social
marketer to the audience through promotional tools for social marketing. This indicates that
around 65% of people of survey think that it is very important to have clearly identified the
benefit of the program to the target audience during its designing and implementation.

Q 5.2.5 Social marketing should also incorporate partnerships and policy along with 4
Ps of marketing mix.

POLICY MAKING WITH 4Ps

YES
10%

NO
25%

65%
Don’t know

Fig-5.6 Policy Making With 4ps

47
Q 5.2.6 Is the main objective of social marketing is to impact voluntary behaviors?

IMPACT ON VOLUNTARY BEHAVIOUR

DON’T KNOW 10%

YES
NO 25%
NO

YES
Don’t know
65%

0%
20%
40%
60%
80%

Fig-5.7 Impact on Voluntary Behaviour

Q 5.2.7 Is it difficult to evaluate the success of social marketing programs as they aim to
change widespread behaviours within the public?

Evaluation

10% YES

25% NO

65%
Don’t know

Fig-5.8 Evaluation of Promotional Tools

All the respondents who participated in the survey are educated professionals. The results have
highlighted the people who responded on the basis of evaluation of the success of the social
marketer program to the audience through promotional tools for social marketing. This
indicates that around 65% of people of survey think that it is difficult to identify and evaluate
the success of any promotion or methods to meet audience need.

48
Q 5.2.8 Is it a Challenge faced by social marketers include difficulties related to not
following the elements of an established marketing plan?

CHALLENGES

65%
70%
60%
50%
40% YES
30% 25%
20%
NO
10% 10% Don’t know
0%
YES Series1
NO
DON’T KNOW

Fig-5.9 Challenges faced by Social Marketers

49
 CHAPTER 6

RESULT AND DISCUSSION

Social selling is changing into additional and additional extensively used as a contemporary
channel for posting, finding and sharing info and content in Republic of India. This analysis
highlighted that these innovative developments square measure embraced additional by younger
generations whereas older generations square measure still insulating material behind in Republic
of India. Within the intelligence exchange method, that is critical for a social awareness campaign
to eradicate social evil, ancient media and opinion still take a big position in Republic of India.
Social media updates still square measure in its emergent stage of growth. Not solely the scope of
on-line social networks is larger and beyond any doubt with additional contradictory opinions
however conjointly the political communication reaches folks in a very totally different approach.
Messages and therefore the info and opinions will return through varied times on a daily basis
either by friends, relatives or unknown persons. This analysis targeted on the potential price of
social selling use and activity on folk’s engagement and participation. The survey was analyzed
victimization Microsoft stand out, Google forms and Survey monkey web site, it's highlighted
some fascinating results and findings. Firstly, the quantity of respondents World Health
Organization square measure actively victimization one or additional social networking sites is
large and has inflated potential of growth in future. Most of the respondents expressed to be seeing
these social messages on websites, on weekly basis or maybe additional usually and on each day.
This is often the terribly opening for social selling to be potent. However, there's Associate in
nursing age prejudiced within the respondent’s sample size that is even additional strong by the
already higher usage and activity level of younger generation in Republic of India.

Secondly, though most of the people don’t appear to be influenced by the political news and
content on social selling messages, they became heavily dependent on the political updates of
social messages. They create a note of and observe content on totally different media platforms on
regular basis. The respondents failed to unite to think about social media updates to be
attractivenessing to them once TV being the primary medium of data in terms of appeal. They
showed trust in ancient media compared to new media. However, this development is that the
second step for social media to be potent on folk’s decision-making method. Expected a lot of

50
numerous opinion from respondents in terms of the mediums that attractiveness to them, however,
the survey resulted in shut ties between ancient medium and new medium.

Thirdly, the participation in social causes wasn't associated with being a member of any of the
social campaign sites or being a lively user of those platforms. though social media bridges the age
gap, doesn't discriminate between totally different demographic teams or political engagement of
users, it doesn't seem to be having influence on ever-changing the ultimate call of a subject in
Republic of India. A minimum of throughout this analysis no such proof was found for it. The
rationale behind this can be taken from the actual fact that social selling failed to inspire or
encourage the voters throughout last decade. Celebrity involvement in promotion of social events
facilitate public to encourage at some extent or it absolutely was the strongest influence that
determined the result of the result throughout the last applied mathematics improvement.

Fourth, the alternatives of support of voters don't seem to be sterilization simply. They expressed
that they might not support the event or campaign having one thing negative is revealed regarding
the cause. They’re going to not shift to forge a pick out favor of the opposition leader from this
event. However the respondents thought-about it to be of utmost vital for a leader to possess a user
profile on these social evils gift in society. The survey did an honest job of apprehending the core
of the analysis issue. Overall from this analysis it will be ended that use of social networking in
latest had restricted impact on individual. The younger generation was influenced additional on
political matters as compared to older generation. Moreover, the survey has indicated that social
media was extremely successful in participating the primary time young adults in the main World
Health Organization have recently turned eighteen and their usage activity of social media is
regular, it'd be additional correct to mention that they use social media on each day. However,
social media failed to considerable increase participation in social evils campaigns. The
respondents in the main like better to support the promotional tools on the idea of the effectiveness
and impact that was running round the affected space.

The younger generation adults World Health Organization square measure fed-up with problems
that doesn't line up with their believes square measure additional receptive to social media
encouragement. Social selling offers political candidates and parties a replacement chance and
choice to market themselves, that may well be additional valuable in long-term as compared to use
of ancient communication and selling mediums.

51
 CHAPTER 7

RECOMMENDATION

As the most of respondents delineate that the content they need browse on social media website,
television, newspaper etc. would don't have any impact on their action of ultimate call, more study
may investigate why this has transpired, and if these mediums were to be employed in future
campaigns to encourage folks, will the response be improved. Also, this analysis may embody not
solely what messages square measure effectual to encourage however conjointly that different
mediums square measure triple-crown. However, it'd be vital to understand the demographic
structure of those social selling campaign. It’d even be vital to be told if messages supposed to
encourage that have constant weight on every of those social marketers. The sensible implications
of this survey finding square measure immense. Presently the folks makes choices on the idea of
their own learning and upbringing that prices it in creating this efforts triple-crown. However, as
social media is relevantly new the figures of what quantity it prices in actual to receive sensible
output through this medium isn't on the market. This study provides a general framework of
however individual’s behavior is affected, modification and respond at the amount of importance
of tool for them. Hence, estimations of value may be created on the idea of this.
• Social marketers ought to considerably constituent of a 360-degree response campaign. Mere
presence ought to be maintained on social media platforms, rather it ought to be utilized to know
and determine what social issues square measure in discussion and in what context public is
watching the programmes and initiatives.
• Sentimental analysis on numerous problems and viewpoints can provides a higher plan to the
policy manufacturers on topics they must opt to highlight and point out.
• The analysis showed despite the fact that it don't trust each single elaborated a couple of social
issue they like on social networks, they still contemplate it to be important for the folks to possess
this profile on the various media. It’s thus a very important channel for pol to publicize their
viewpoint to general public.
• Campaigns be launched to encourage folks participation among that as numerous studies over
time has showed a relation between interests of oldsters in social problems with probability of a
baby to form a modification in future. This is often as a result of in like state of affairs folks can
consult with their kids regarding social problems and their evil impact on society and importance
of participation.

52
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