1

Advertising in Contemporary Society

Create a social marketing campaign 15 marks

Q1. A. Design a social marketing campaign for a women self-help group manufacturing home-made tiffin
services to be promoted through the Internet.

Ans 1.) Campaign Name: "Homemade Happiness: Empowering Women, Nourishing Communities"

Objective: To promote and support the tiffin services provided by the women's self-help group through online
platforms, fostering economic empowerment and community engagement.

Target Audience: Working professionals seeking convenient and healthy meal options.
Families looking for homemade, nutritious meals.
Individuals interested in supporting women's empowerment initiatives.

Key Message: "Savor homemade goodness while empowering women and supporting local communities."
Campaign Components:

Digital Presence: Create a user-friendly website and mobile app for ordering tiffin services.
Utilize social media platforms (Facebook, Instagram, Twitter) for promoting the campaign and engaging with
the audience. Regularly update content with testimonials, behind-the-scenes stories, and menu highlights.

Visual Content: Share visually appealing images and videos showcasing the preparation process, ingredi-
ents, and the women behind the meals. Use authentic and relatable imagery to connect with the audience
emotionally.

Customer Testimonials: Feature testimonials from satisfied customers, highlighting the quality, taste, and
convenience of the tiffin services. Encourage customers to share their experiences on social media
platforms using a campaign-specific hashtag.

Community Engagement: Organize cooking workshops and interactive sessions with the women's group to
create awareness and foster community engagement.
Collaborate with local influencers and bloggers to amplify the campaign's reach and impact.

Promotional Offers: Introduce special discounts and referral programs to incentivize new customers and
encourage repeat orders.
Partner with local businesses for cross-promotional activities, offering exclusive deals to their customers.

Feedback Mechanism: Implement a feedback system to gather insights and continuously improve the
quality of services.
Actively respond to customer queries and suggestions to maintain transparency and build trust.

Measurement Metrics: Number of website/app downloads and active users.

Engagement metrics on social media platforms (likes, shares, comments).
Increase in orders and revenue generated.
Customer satisfaction ratings and feedback analysis.

Budget Allocation:
Website/App Development: 30% Social Media Advertising: 25% Community Engagement Events: 20%
Visual Content Creation: 15%

Miscellaneous (Feedback System, Promotional Offers): 10%

Evaluation: Regular monitoring and analysis of campaign performance against set objectives to identify
strengths, weaknesses, and opportunities for optimization.
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Q2: Designing a Social Marketing Campaign for Senior Citizen Welfare Program by an NGO

Ans 2.) Campaign Name: "Golden Years: Cherishing Our Seniors, Enriching Lives"

Objective: To raise awareness and support for the welfare program aimed at improving the quality of life for
senior citizens through various initiatives.

Target Audience: General public, including families with senior members.

Corporate sponsors and philanthropists interested in supporting social causes.
Government agencies and policymakers involved in senior citizen welfare.

Key Message: "Empower our seniors for a dignified and fulfilling life, because every golden year matters."
Campaign Components:

Awareness Campaign: Utilize traditional and digital media channels to raise awareness about the
challenges faced by senior citizens and the objectives of the welfare program.
Share impactful stories and testimonials highlighting the impact of the program on seniors' lives.

Community Outreach: Organize community events, health camps, and recreational activities specifically
tailored for senior citizens.
Collaborate with local senior centers, retirement communities, and healthcare facilities to reach a wider
audience.

Partnerships and Sponsorships: Forge partnerships with corporate entities, NGOs, and government
agencies to secure funding and resources for program implementation.
Offer sponsorship opportunities for businesses to support specific initiatives and receive brand visibility.

Volunteer Engagement: Recruit and train volunteers from the community to provide companionship,
assistance, and support to senior citizens. Organize volunteer appreciation events to recognize their
contributions and foster a sense of belonging.

Policy Advocacy: Advocate for policies and regulations that promote the rights and well-being of senior
citizens at the local, national, and international levels.
Mobilize support through petitions, campaigns, and lobbying efforts to effect positive change.

Digital Campaign: Launch a dedicated website and social media profiles to share updates, resources, and
success stories related to senior citizen welfare.
Encourage online donations, volunteer sign-ups, and engagement through interactive content and
campaigns.
Measurement Metrics: Reach and engagement metrics across traditional and digital media channels.
Attendance and participation rates in community events and initiatives. Fundraising targets achieved and
partnerships established.
Policy changes or improvements influenced as a result of advocacy efforts.

Budget Allocation:
Awareness Campaign: 25% Community Outreach Events: 20% Partnership Development: 20% Volunteer
Recruitment and Training: 15% Digital Marketing: 15% Policy Advocacy: 5%

Evaluation: Regular evaluation of campaign effectiveness through stakeholder feedback, data analysis, and
impact assessments to ensure alignment with program objectives and continuous improvement.
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Q3.) Designing a Social Marketing Campaign for "Following Traffic Rules"

Ans 3.) Title: "Safe Streets, Healthy Lives: Let's Drive Change Together!"

Campaign Slogan: "Stop, Look, Live: Follow Traffic Rules Every Drive."

Campaign Description: We're launching a campaign to make our roads safer by encouraging everyone to
follow traffic rules. From wearing seat belts to obeying speed limits and using indicators, every action
counts. Let's ensure safe journeys for all by respecting traffic rules.

Key Messages: Safety First: Following traffic rules saves lives.

Respect for All: Each driver, pedestrian, and cyclist deserves safety.
Community Responsibility: Together, we can create safer streets.

Campaign Strategies:
▪ Engage with local authorities to improve road signage and infrastructure.
▪ Conduct road safety workshops and awareness sessions in schools and communities.
▪ Collaborate with influencers and local celebrities to spread the message through social media
campaigns.
▪ Distribute informative flyers and posters at busy intersections and public spaces.
▪ Organize road safety pledge drives to encourage commitment from individuals and organizations.

Q4.)Designing a Social Marketing Campaign for " Prevention of Malaria and Dengue"

Ans 4.) Campaign Slogan: "Fight the Bite: Keep Malaria and Dengue Out of Sight."

Campaign Description: We're joining forces to combat Malaria and Dengue by raising awareness and
promoting preventive measures. Simple actions like keeping surroundings clean, using mosquito repellents,
and seeking timely medical help can make a huge difference in preventing these diseases.

Key Messages:
▪ Cleanliness is Key: A clean environment is the first line of defense against mosquito-borne diseases.
▪ Protection Matters: Use mosquito nets, repellents, and appropriate clothing to avoid bites.
▪ Early Action Saves Lives: Recognize symptoms and seek medical help promptly.

Campaign Strategies:
▪ Partner with local health authorities to conduct community clean-up drives and mosquito breeding site
elimination campaigns.
▪ Distribute informational pamphlets and conduct educational sessions on Malaria and Dengue prevention
in schools and neighborhoods.
▪ Organize free or subsidized mosquito net distribution programs, especially targeting vulnerable
populations.
▪ Launch social media challenges and hashtag campaigns to encourage sharing of preventive measures
and success stories.
▪ Collaborate with healthcare providers to offer free or discounted check- ups and consultations related to
mosquito-borne diseases.
▪ By working together and spreading awareness, we can make a significant impact on road safety and
public health in our communities. Let's drive change and build a safer, healthier future for everyone.
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SPHINX LLP is planning to introduce two products a/VR headsetand a digital 15

watch in the international markets. The company has reached out+to an ad agonoy
and requested their.guidance ato which ‘market is targeted :

Group A- USA, UK, France, Germany

Group B-Japan, China, Brazil, South Korea

Group C; Saudi Arabia, Qatar, Bahrain, and Qatar (Except for Dubai and'Abu
Dhabi)

1: Choose any one product

2.Select any two countries from any of the three groups-of country; The two
countries cannot be from the same-group :

What factors will you keep insmind while developing your Advertising Strategy
with reference tothe two countries selected by you? Let's choose the VR headset as the product, and select
Japan from Group B and France from Group A as the two target countries.

When developing an advertising strategy for these two countries, several factors need to be considered:

1. *Cultural Differences*: Understanding cultural nuances is crucial. Japan has a collective culture where
group harmony is valued, while France is more individualistic. Advertisements in Japan should focus on
community and social aspects, whereas in France, individual benefits and uniqueness might be highlighted.

2. *Language and Localization*: Advertisements should be in the respective languages, Japanese for Japan
and French for France. Localization of content, including images, symbols, and colors, should align with
cultural preferences. For example, red symbolizes luck in Japan but danger in France.

3. *Consumer Behavior and Preferences*: Research consumer behavior in each country. Japanese
consumers appreciate high-quality products and innovative technology. In contrast, French consumers value
style, design, and sophistication. Advertisements should reflect these preferences accordingly.

4. *Media Channels*: Identify popular media channels in each country. In Japan, advertising through mobile
devices and social media platforms like LINE might be effective. In France, traditional media such as
television, along with digital channels like Instagram, could be more impactful.

5. *Regulatory Environment*: Understand advertising regulations and cultural sensitivities. Japan has strict
regulations regarding advertising claims and requires honesty and transparency. France also has
advertising standards that prohibit misleading or offensive content.

6. *Competitive Landscape*: Analyze competitors' strategies in each country. Identify gaps or opportunities
for differentiation. In Japan, competition in the tech market is fierce, so emphasizing unique features or
partnerships could be advantageous. In France, focusing on design and luxury could set the product apart.

7. *Economic Factors*: Consider the economic conditions and purchasing power of consumers. Japan has a
high standard of living, while France has a strong luxury market. Pricing strategies should align with these
economic factors.

By carefully considering these factors and tailoring the advertising strategy accordingly, Sphinx LLP can
effectively promote its VR headset in Japan and France, maximizing its potential in each market
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Let's break down these concepts step by step:

1. *Post-Independence, Liberalization, Privatization, and Globalization (LPG) Policy (1991):*

- *Independence:* This refers to India gaining independence from British rule in 1947.
- *Liberalization:* Opening up the economy to more competition, reducing government control, and
encouraging private sector participation.
- *Privatization:* Transferring ownership and control of state-owned enterprises to private entities.
- *Globalization:* Integration of economies and cultures globally, leading to increased trade, investments,
and exchanges of ideas.

2. *FDI (Foreign Direct Investment) and Entry of MNCs (Multinational Corporations) in India:*
- *FDI:* Investment by foreign companies into domestic companies or projects.
- *MNCs:* Large corporations that operate in multiple countries.

3. *Effects on Indian Companies:*

- *Competition:* Indian companies faced increased competition from foreign firms due to liberalization and
the entry of MNCs.
- *Opportunities:* At the same time, Indian companies had opportunities for growth, collaborations, and
access to new technologies.

4. *Advertising Strategy:*
- *Global Reach:* Indian companies had to adopt more globalized advertising strategies to compete with
MNCs.
- *Innovation:* There was a focus on innovative marketing and advertising techniques to stand out in the
competitive market.
- *Brand Building:* Companies invested in branding to create strong identities and differentiate
themselves.

5. *Effects of Liberalization on the Advertising Industry:*

- *Economy:* The advertising industry grew as more businesses needed to promote their products and
services in a liberalized market.
- *Business:* Advertising agencies expanded their services to cater to the diverse needs of businesses in
a competitive environment.
- *Employment:* The demand for skilled professionals in advertising, marketing, and communications
increased, leading to more job opportunities.
- *Lifestyle:* Consumers were exposed to a wider range of products and brands through advertising,
influencing their lifestyles and consumption patterns.

Overall, post-liberalization, the advertising industry in India experienced significant growth and
transformation, driven by increased competition, globalization, and the need for effective marketing
strategies in a dynamic business environment.
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Chp 1
2) *Globalization:* Globalization is the process of increasing interconnectedness and interdependence
among countries, economies, cultures, and people worldwide. Features include:
- Free flow of goods, services, capital, and information across borders.
- Increased international trade and investment.
- Cultural exchange and integration.
- Technological advancements and global communication.

(3) *Liberalization:* Liberalization refers to the relaxation of government regulations and controls on
economic activities. Reforms under liberalization include:
- Opening up of markets to foreign investment.
- Reducing trade barriers such as tariffs and quotas.
- Privatizing state-owned enterprises.
- Encouraging competition and entrepreneurship.

(4) *Impact of Liberalization on the Economy:*

- Increased economic growth and productivity.
- Greater foreign investment and technology transfer.
- Enhanced competitiveness and efficiency in industries.
- Challenges such as income inequality and market volatility.

(5) *Privatization:* Privatization is the process of transferring ownership and control of state-owned
enterprises to private entities, such as corporations or individuals.

(6) *Advantages and Disadvantages of Privatization:*

- Advantages: Increased efficiency, competition, innovation, and investment.
- Disadvantages: Job losses in the public sector, potential for monopolies, and concerns about public
service quality.

(7) *Impact of Globalization on Industry:*

- Increased competition and access to global markets.
- Integration of supply chains and production networks.
- Technological advancements and innovation.
- Challenges such as job displacement and environmental impacts.

(8) *Impact of Liberalization and Globalization on the Advertising World in the Last Three Decades:*
- Growth of the advertising industry due to increased business activities and competition.
- Adoption of globalized marketing strategies and digital advertising technologies.
- Diversification of advertising platforms and media channels.
- Challenges such as regulatory changes, market saturation, and ethical considerations.
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Chp 2
(2) *Multinational Corporation (MNC):* A multinational corporation is a large company that operates in
multiple countries and has assets, production facilities, and sales activities across borders.

(3) *Reasons for the Growth of Multinational Corporations (MNC):*

- Access to new markets and customers.
- Cost efficiencies through global production and supply chains.
- Technological advancements facilitating international operations.
- Diversification of risks across different economies.
- Strategic alliances and mergers for expansion.

(4) *Effect of Entry of MNCs in India and Its Effect on Indian Companies:*
- Increased competition for Indian companies.
- Access to advanced technologies, capital, and global markets for Indian companies through partnerships
or acquisitions.
- Pressure on Indian firms to innovate, improve quality, and adopt global standards.

(5) *Effect of MNCs on the Advertising Industry in India:*

- Introduction of global advertising practices and strategies.
- Adoption of advanced advertising technologies and techniques.
- Increased competition among advertising agencies.
- Opportunities for collaboration and knowledge exchange in the advertising sector.

(6) *MNCs and Advertising Industry in the 1900s:*

- In the early 1900s, multinational corporations began expanding globally, leading to increased demand for
advertising services.
- Advertising in the 1900s primarily relied on traditional media such as newspapers, magazines, and
outdoor billboards.
- MNCs played a significant role in shaping advertising trends and promoting products internationally.
- The growth of MNCs in the 1900s contributed to the evolution of modern advertising practices and
strategies.
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Chp 3
(2) *Scenario of Pre-Liberalisation Era on the Indian Advertising Industry:*

- Limited competition: The Indian advertising industry had fewer players due to restrictions on foreign
investments and limited private participation.
- Traditional media dominance: Advertising relied heavily on traditional media channels such as print,
radio, and television.
- Regulatory control: Government regulations and censorship affected the content and creativity of
advertisements.
- Local focus: Advertisements were primarily focused on domestic markets with limited exposure to global
practices and strategies.

(3) *Effects of Liberalisation on the Indian Advertising Industry:*

- Increased competition: Liberalisation led to the entry of foreign advertising agencies and multinational
corporations, intensifying competition in the market.
- Diversification of media: New media channels such as the internet, digital platforms, and satellite
television emerged, providing more advertising options.
- Global influence: Indian advertising adopted global practices, trends, and technologies, leading to more
diverse and innovative campaigns.
- Regulatory changes: Advertising regulations were revised to accommodate the changing landscape and
encourage creativity and competitiveness.

(4) *Effects of Liberalisation on the Indian Advertising Industry in Context to Economy, Business,
Employment, and Lifestyle:*

- Economy: The advertising industry contributed to economic growth by generating revenue, promoting
products, and creating employment opportunities.
- Business: Liberalisation allowed advertising agencies to expand their services, attract foreign clients, and
collaborate with global partners, enhancing business prospects.
- Employment: The demand for skilled professionals in advertising, marketing, media planning, and digital
marketing increased, leading to job creation and career opportunities.
- Lifestyle: Consumers were exposed to a wider range of products, brands, and advertising messages,
influencing their purchasing behavior and lifestyle choices.

(5) *Consequences of Liberalisation in the Context of Employment:*

- Positive impact: Liberalisation led to the growth of industries such as advertising, IT, finance, and
services, creating jobs and career opportunities.
- Skill demand: Employers sought professionals with diverse skills such as digital marketing, data analysis,
creativity, and communication skills.
- Competitive environment: Increased competition for jobs required individuals to upgrade their skills,
adapt to changing technologies, and pursue continuous learning.
- Job mobility: Liberalisation enabled professionals to explore job opportunities globally, leading to talent
exchange and international work experiences.
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Chp 4
(2) *Approach of Advertising Towards Children:*
- Child-friendly content: Advertisements often use colorful visuals, catchy jingles, and animated characters
to appeal to children.
- Product placement: Ads strategically target children by featuring products like toys, snacks, and
entertainment specifically designed for them.
- Ethical considerations: Advertisers must adhere to guidelines to ensure that ads do not exploit or mislead
children and promote responsible consumption.

(3) *Stereotyping in Women-Oriented Subjects:*

- Historical biases: Stereotyping in advertising stems from historical gender roles and societal
expectations, portraying women in traditional roles such as caregivers, homemakers, or objects of desire.
- Market segmentation: Advertisers may use stereotypes to target specific demographics, assuming
certain preferences or behaviors based on gender.
- Changing narratives: Efforts are being made to challenge stereotypes and present diverse
representations of women in advertising, reflecting their strengths, capabilities, and aspirations beyond
traditional roles.

(4) *Senior Citizens and Advertising:*

- Growing market: With an aging population, advertisers target senior citizens by promoting products and
services related to health, retirement planning, leisure activities, and lifestyle enhancements.
- Representation: Advertisements featuring older adults often focus on active and fulfilling lifestyles,
challenging stereotypes and celebrating aging with dignity.
- Communication strategies: Advertisers use relatable messaging, testimonials, and endorsements from
senior influencers to connect with this demographic and build trust.

(5) *Role of Women in Advertising:*

- Creative talent: Women play key roles in advertising as creative directors, copywriters, designers, and
marketers, contributing diverse perspectives and ideas.
- Representation: Women in advertising campaigns are portrayed in varied roles, showcasing strength,
intelligence, leadership, and individuality beyond traditional stereotypes.
- Advocacy: Women in advertising advocate for gender equality, diversity, inclusivity, and positive social
change through their work and industry initiatives.

(6) *Role Portrayed by Elderly People in Media:*

- Diverse representation: Media increasingly showcases older adults in diverse roles such as mentors,
professionals, entrepreneurs, caregivers, and active contributors to society.
- Positive narratives: Elderly characters in media portray resilience, wisdom, humor, and relatability,
challenging ageist stereotypes and promoting intergenerational understanding.
- Social impact: Media representations of seniors influence perceptions, attitudes, and policies related to
aging, promoting respect, inclusivity, and age-friendly environments.

(7) *Short Notes:*

- (a) *Effect of Advertising on Children:* Advertising can influence children's preferences, behavior, and
perceptions of reality, necessitating responsible and ethical advertising practices.
- (b) *Women and Advertising:* Women play diverse roles in advertising, and efforts are made to
challenge stereotypes and promote positive representations and gender equality.
- (c) *Senior Citizen and Advertising:* Advertisers target senior citizens with relevant products and
services, while portraying aging positively and addressing ageist stereotypes.
- (d) *Youth and Advertising:* Youth are a key demographic targeted by advertisers, with ads influencing
their lifestyle choices, consumption patterns, and brand preferences. Ethical considerations are important in
youth-targeted advertising to ensure responsible messaging and avoid negative impacts.
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Chp 5
(2) *Government Policies Governing Advertisements in India:*
- *The Cable Television Networks (Regulation) Act, 1995:* Regulates advertisements broadcast on cable
television networks.
- *The Advertising Standards Council of India (ASCI) Code:* Self-regulatory guidelines for advertising
content, ensuring fairness, honesty, and responsibility.
- *The Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954:* Prohibits advertisements
promoting certain drugs, remedies, or treatments claimed to have magical properties or false therapeutic
effects.
- *The Consumer Protection Act, 2019:* Protects consumers from misleading or unfair advertisements and
provides mechanisms for grievance redressal.

(3) *Role of the Advertising Standards Council of India (ASCI) in Self-Regulation of Advertising:*
- ASCI sets ethical standards and guidelines for advertising content.
- Monitors advertisements for compliance with the ASCI Code.
- Addresses consumer complaints and grievances related to misleading or offensive ads.
- Promotes responsible advertising practices and industry self-regulation.

(4) *Laws in Statutory Regulation of Advertising:*

- *The Cable Television Networks (Regulation) Act, 1995:* Regulates advertising on cable television
networks.
- *The Consumer Protection Act, 2019:* Addresses misleading or unfair advertisements and provides legal
remedies for consumers.
- *The Information Technology Act, 2000:* Regulates online advertising and electronic commerce,
including data protection and cybersecurity provisions.

(5) *Products and Services Banned from Advertising:*

- Tobacco and related products (Cigarettes, cigars, chewing tobacco).
- Alcohol beverages (Liquor, beer, wine) in certain media and contexts.
- Drugs and substances prohibited by law.
- Products making false or misleading claims, especially related to health or efficacy.

(6) *Controversial Advertising and Examples:*

- Controversial ads often spark debate, criticism, or legal actions due to their sensitive or provocative
content.
- Examples include ads with gender stereotypes, offensive language, sexually suggestive imagery, or
misleading claims.
- For instance, ads promoting fairness creams with discriminatory messaging, or ads trivializing serious
issues like mental health or social stigmas.

(7) *Impact of Controversial Advertising on Society:*

- Can perpetuate negative stereotypes, biases, and harmful social norms.
- May mislead or deceive consumers, leading to distrust in advertising and brands.
- Triggers public discussions on ethics, values, and responsible advertising practices.
- Can result in regulatory actions, fines, or damage to brand reputation, affecting business and consumer
perceptions.
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Chp 6
(2) *Social and Economic Aspects of Advertising:*
- *Social Aspects:*
- Influence on culture and values: Advertising can shape societal norms, perceptions, and attitudes
towards various issues such as gender roles, body image, and lifestyle choices.
- Education and awareness: Advertisements can inform and educate the public about new products,
services, innovations, and social causes.
- Impact on behavior: Advertising influences consumer behavior, purchasing decisions, brand
preferences, and trends.
- *Economic Aspects:*
- Market stimulation: Advertising drives demand for products and services, stimulates competition, and
encourages innovation and product differentiation.
- Revenue generation: Advertising generates revenue for media platforms, advertising agencies, and
businesses, contributing to economic growth.
- Employment opportunities: The advertising industry creates jobs for professionals in marketing,
advertising, media, creative design, and related fields.

(3) *Impact of Advertising on Society:*

- *Positive Impact:*
- Information dissemination: Advertisements inform consumers about product features, benefits, pricing,
and availability, aiding in informed decision-making.
- Cultural exchange: Ads reflect diverse perspectives, lifestyles, and cultures, promoting cultural
exchange and diversity.
- Social awareness: Advertising campaigns raise awareness about social issues, health initiatives,
environmental concerns, and charitable causes.
- *Negative Impact:*
- Misleading information: Some ads may exaggerate claims, use deceptive tactics, or mislead
consumers, leading to dissatisfaction or distrust.
- Unrealistic expectations: Advertisements can create unrealistic expectations about products, services,
or lifestyles, leading to dissatisfaction or dissatisfaction.
- Stereotypes and biases: Ads may reinforce stereotypes, perpetuate biases, or promote unrealistic
beauty standards, affecting self-esteem and body image.

(4) *Impact of Advertising on the Market and Economy:*

- *Market Impact:*
- Competition and innovation: Advertising fosters competition among businesses, encouraging
innovation, product improvements, and customer-focused strategies.
- Brand recognition: Effective advertising builds brand awareness, recognition, loyalty, and differentiation
in the market.
- Consumer choice: Advertising provides consumers with a wide range of choices, options, and
information to compare products and make informed decisions.
- *Economic Impact:*
- Revenue generation: Advertising generates revenue for businesses, media companies, advertising
agencies, and related industries, contributing to economic growth.
- Employment opportunities: The advertising industry creates jobs for professionals in marketing,
advertising, media, creative design, and digital technologies.
- Market expansion: Advertising helps businesses reach new markets, target audiences, and expand
their customer base, driving economic activity and trade.
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Chp 7
(2) *Political Factors Affecting Organizations in International Business:*
- *Regulatory environment:* Political policies, regulations, and trade agreements impact international
business operations, market access, tariffs, and import/export regulations.
- *Political stability:* Political stability or instability in host countries can affect investment decisions,
business continuity, and risk management strategies.
- *Government intervention:* Government policies, subsidies, incentives, and political ideologies influence
business strategies, market competitiveness, and industry dynamics in international markets.

(3) *Financial Marketing and Role of Financial Advertising in Indian Society:*

- *Financial marketing:* Financial marketing involves promoting financial products and services such as
banking, insurance, investments, and loans to consumers or businesses.
- *Role of financial advertising in Indian society:* Financial advertising educates consumers about financial
products, services, features, benefits, and risks. It promotes financial literacy, encourages savings,
investment planning, and responsible financial management.

(4) *Impact of Digital Platforms on Advertising Content Creation:*

- *Targeted advertising:* Digital platforms enable targeted advertising based on user demographics,
interests, behaviors, and preferences, leading to personalized content creation.
- *Interactive content:* Interactive ads on digital platforms allow users to engage with content, participate
in surveys, quizzes, or games, enhancing brand interaction and customer experience.
- *Visual storytelling:* Digital ads leverage visual storytelling, animations, videos, and multimedia elements
to capture audience attention, convey brand messages, and evoke emotions.
- *Real-time feedback:* Digital advertising provides real-time analytics, feedback, and metrics on ad
performance, allowing advertisers to optimize content, targeting, and campaigns for better results.

(5) *Short Notes:*

- (a) *Consumer Advertising:* Advertising targeted at individual consumers to promote products, services,
brands, or ideas directly to the general public.
- (b) *Industrial Advertising:* Advertising directed at businesses, industries, or professionals to promote
products, services, or solutions tailored for industrial or commercial use.
- (c) *Retail Advertising:* Advertising focused on promoting retail stores, outlets, sales events, discounts,
promotions, and product offerings to attract consumers and drive sales.
- (d) *B2B Advertising:* Business-to-business advertising targets other businesses, organizations, or
professionals to promote products, services, partnerships, or collaborations.
- (e) *Political Advertising:* Advertising campaigns aimed at promoting political parties, candidates,
ideologies, or agendas during elections or political campaigns.
- (f) *Financial Advertising:* Advertising related to financial products, services, institutions, investments,
insurance, banking, loans, and financial literacy initiatives.
- (g) *Internet and Digital Advertising:* Advertising on digital platforms, websites, social media, search
engines, mobile apps, and online channels to reach target audiences, drive engagement, and achieve
marketing objectives.
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Chp 9
(2) *Social Marketing:*
Social marketing is a strategic approach that uses marketing principles and techniques to promote behavior
change, social causes, public health initiatives, and positive social outcomes. It aims to influence attitudes,
beliefs, and behaviors to benefit society as a whole.

(3) *Social Marketing is commonly used for which causes:*

Social marketing is commonly used for causes such as:
- Public health campaigns (e.g., anti-smoking, vaccination awareness, HIV/AIDS prevention).
- Environmental conservation and sustainability initiatives.
- Road safety awareness and campaigns against drunk driving.
- Promoting healthy lifestyles (e.g., exercise, nutrition, mental health).
- Social issues like poverty alleviation, gender equality, and education.

(4) *Short Notes:*

(a) *4 P's of Social Marketing:*

- *Product:* Focuses on the behavior, idea, or social change being promoted.
- *Price:* Represents the costs, barriers, or sacrifices associated with adopting the desired behavior.
- *Place:* Refers to where and how the target audience can access information, resources, or support.
- *Promotion:* Involves communication strategies and channels used to reach and persuade the target
audience.

(b) *Additional P's of Social Marketing:*

- *People:* Understanding the target audience's needs, motivations, attitudes, and behaviors.
- *Partnership:* Collaborating with stakeholders, organizations, influencers, and communities to amplify
impact and resources.
- *Policy:* Advocating for policy changes, regulations, or incentives that support the desired social change.
- *Persistence:* Long-term commitment, monitoring, evaluation, and adaptation of social marketing efforts to
sustain behavior change.

(c) *Define Social Marketing:*

Social marketing is a strategic approach that applies marketing principles and techniques to influence
attitudes, beliefs, and behaviors to promote positive social change, address societal issues, and improve
public health and well-being. It aims to create behavior change campaigns that are audience-centered,
evidence-based, and impactful, contributing to a healthier, safer, and more sustainable society.