Contribution of Private Sector in Social Advertising with Special Reference to Solapur City

Abstract

Social Advertising is a subset of social marketing and is also a part of social responsibility. It is very commonly used by Government and NGOs for the purpose of bringing about a planned social change. It is accepted that, to fight the social evils that have gripped our country, social advertising is the most powerful tool which can reach the masses. Most of the social advertising in India are the preserve of the Government. Directorate of Advertising and Visual Publicity (DAVP). With LPG, the role of government is shrinking in all sectors and the government is expected to be the facilitator. With this, the view that is accepted is governmental efforts alone are not sufficient to bring about a planned social change. The private sector companies are expected to compliment and supplement the government’s efforts in bringing about a planned social change. This research paper is an endeavour to find out the mindset of private sector corporations to accept their role in bringing about a social change through social advertising strategically.