MANAGEMENT INNOVATOR ISSN 0974-6749

Vol. 7 No.I January - 2014

Published on 14th March, 2014

PEER REFEREED RESEARCH JOURNAL

Published by: Researcher's Forum

Institute of Management in Kerala University ofKerala

Thiruvananthapuram - 695 034 www.imk.ac.in

MANAGEMENT INNOVATOR

Vol. 7

1. Suresh Babu 2. !lankumaran. G. &

Kaliyamoorthy. S 3. Dr.Prasanth MK

4. Dr Kiran Raveendran

5. Aravind. M

6. Dr.V.Sivakumar 7. Nelson Mathew 8. N. Pradeesh Kumar &

Dr. P. N. Prasad 9. DrBindu BR&

Dr Shalini G Unnithan 10. Dr. (Mrs.) S. Banumathy &

Dr. G. Karunanidhi 11. Mrs. Anisha Thomas &

Dr. Ajit Prabhu V.

12. Venugopal C.K. & Bindu K.R.

13. Arun.G & Lekshmi.M.S.

14. Nair Jyothi Vijayan & Dr. Sibu C. Chithran

15. G. Saifudeen & CMA. Dr. M. Sheik Mohamed

16. Ms. Megha Maiy Michael & Ms. Minu Mary Joseph

17. Aravind.T.S & Madhu.R

18. Dr. (Mrs.) A. Rama & Dr. (Mrs.) M. Subasini

19. K.V.S.Raj 20. Arun Prem

21. A.G.Baiju & Dr. Ajit Prabhu V.

22. Subash. S & Dr. Noble M.S. RAJ

23. jainullabdeen & Dr. K. Abdus Samad

24. L. Ajithkumar &

ISSN 0974-6749

No.I

CONTENT

Editorial Message

January - 2014

Innovative and Cost Effective Social Marketing Programs of HLL Lifec.are - A Case Study Social Marketing of Agricultural Knowledge in Tamilnadu A Study on How People of Kera.la Perceive The Concept of Social Marketing­The Challenges Ahead for Social Marketing in 21st Century. Massive Open Online Courses (MOOCs) A Rising Social Marketing Initiative in Education A conceptual framework on social marketing strategies in association with financial products Promotion of Organic Farming in Tamilnadu by Social Marketing - An Analysis. Role of Save A Family Plan (NGO) in Social Marketing

Social Marketing: The Role Played by Indian Banks

Social Marketing For Health Promotion Social Initiatives by the Government for the Up! !ftment of Women Social Marketing campaigns mas a promotiona! tool for Social Entrepreneurship with special reference to EKOHEAl TH Management consultants Pvt. ltd Impact of Mobile Technology in Soda! Marketing: An Analysis of Indian Scenario Social Marketing and HIV prevention

Efficacy of Social Marketing on Changing Consumers' Purchasing Behavior with Special Reference to Organic Foods Social Marketing by the Indian Government for Sustainable Development Practical Application of Commercial Marketing Principles in Social Marketing Campaign Case Study on 'behavioural Change Programmes Through Social Marketing Related with Public Health by Lifebuoy Soap/hand Wash a Strategic Perspective' Social Marketing: A Catalyst for Social Change

Social Marketing in Health Care Connected to Private Firms Role of Campus Community Radio as a Channel for Improving Effectiveness of Social Marketing: A Casestudy with Special Reference to Radio Madast 90.4 The Need for Social Marketing of Art as a Capital Asset in India Social Marketing: Role of Government of Kerala with Special Reference to Student Police Cadet and My Tree Projects Making Basic Health Care Accessible to BOP Communities Through Immunisation.

Dr. M ShahulHameedu Social Marketing: A Technology Driven Future 25. R. Mathias & Dr. N. Kumarasamy Social Marketing for Public Health Care in India 26. G. Sreekumar & Blood Donation lmpad of Social Media

Dr. M ShahulHameedu on Behavioural Change 27. Tijo Thomas & Celebrity Endorsement on Social Advertising:

Dr. Johney Johnson An Overview

11

17

20

27

32 35 39

43

50

53

56

61 68

70

74

77

81 83

86

88

92

97

102

106 111

114

120

28. Simi Thomson & Influence of Social Marketing Elements in Eco tourism Ajesh Kumar P. S. 124

29. Shankar Jay Ramkrishna Role of Public Sedor Banks in Social Marketing 130 30. P.B. Senthil Kumar & Social Marketing Intervention as A Cure for

Dr. C. Pitchai Non-communicable Diseases in Select Rural Villages of Krishnagiri District, Tamilnadu 135

31. Sebin Pious Role of Government in preventing child abuses through the successful application of Social Marketing ideas 143

32. Santhosh Kumar K & Social Marketing Strategies on Health Communication 147 Rishikesh Padmanabhan

33. Sanjay Bhaskaran & Project Management Practices and Productivity Prof. (Dr). R. Jubi Measures to Enhance Social Marketing 151

34. Rijila P.T & Retailers Perception in Social marketing-SijiO.K with Special Reference to Thiruvananthapuram 154

35. Rajesh Ramakrishnan Social Marketing And Public Sector Involvement- A Case Study 157 36. Preethi TM & Social Marketing Practices of Government in Improving

Dr. A.K.Sarada Public Health-a Study on Asha Workers 37. Nadia Sha & Social Marketing and Banking Seivices 166

Rinku Babu 38. S. Mahadevi & Social Marketing in Tobacco Control Strategy 170

Dr.C.Thilakam 39. Linson Johnson & Sustainable Fisheries Trough Social Marketing

Dr. B. Rajasekaran An Alternative Solution 175 40. S.G.Kutty & Social Marketing Using Social Media - reflections on

A.Moideenkutty Political likings of Social Media Community 179 41. Ganesh. B Awareness level of Social Marketing Campaigns 184 42. Balamuraly S. S. & The Role of Social Marketing in

Anoop V. Fitting Societal Thoughts in Society-ethical Aspects 188 43, Sreejith Chandran & Social Marketing: Case Study on Karunya

Dr. Vinith Kumar Nair Lottery Scheme of Kerala 192 44. linie Darli & Social Marketing: An Analytical Study of its Needs and

Muhammed Basheer M.P Strategies in India 195 45. lekshmi Vijayan Advertisement Effectiveness And Its Ro!e In Social

Marketing In The Current Volatile Market 198 46. Mr. K. Balanagarajan & Marketing of B-Schools in Tamil Nadu -

Dr. M. Senthil Journey towards a Social Good Role of academics in Social Marketing 202 47. Arun. S Branding The Social Marketing Edge 207

48. S.Saravanan, & Customer Segmentation -Shifting Targets: Dr.M.Senthi! Amalgamation of Customer Value into Soda! Marketing Strategy 211

49. Ms. Geethu Anna Mathew & Social Marketing And Corporate Dr. Siby Zacharias Social Responsibility of Hotels in India 216

so. S. Dinakaran & Green Supply Chain Practices in Pump Industries 220 Dr. j. Clement Sudhahar

51, JaleenaA. Role of NGOs in Social Marketing 223 52. Mitra Abkhoo & Social Marketing and Tourism 225

Homa Jafary Ahramy Zadeh 53. Ms Hanieh Sabet & Prospects and Challenge of Social Marketing in

Ms Mitra Abkhoo Deve!oping Economics (A Case Study Of Iranian Companies 228 54. Dr.V.Darling Selvi Social Marketing to uplift the Elderly through Pension Schemes 233 55. Elizabeth Jacob Catalysing Social Marketing Interventions Through Education 237 56. Dr.C.Thilakam & C.Anu Role of government in social marketing 241 57. Ms. Jominy Joice J Social Marketing and its Impact on Behavioral Change: An Indian Perspective 245 58. Dr.Al Ian Thomas & Homegardens As A Distinct Agro-economic Entity In Kerala:

Dr.Usha, C.T evidence From Southern Kerala 249 59. Chithra Mohan. K & A Distinct Social Marketing Campaign

Ann Mary Thomas Targeting Stress Management 256 60. Dr. S.M.Harikrishnan The Cord Way - A Case Study on Comprehensive and

Sustainable Rural Development in India 259 61, Veena Priya S Role of Social Marketing to Foster Education in the Fishennen Community of Kerala 262 62. VinayRaj R Effectiveness of Four P's of Social Marketing with Reference to Community Tourism 266 63. ATA Takeh & Planning Tools for Promoting Managerial

Dr. Jubiliy Navaprabha Abilities in Social Marketing to Improve Public Outcomes 268

MANAGEMENT INNOVATOR Management Innovator is published Bi-annual

January and July every year. Rights Reserved, Researchers' Forum Institute of Management in Kerala

University ofKerala, Thimvananthapuram - 34

Editorial Advisors

• Prof. P.K. Radhakrishnan Ph.D, Vice Chancellor, University ofKerala

• Dr. M.K. Ramachandran Nair, Former Vice Chancellor, University of Keala

• Dr. Thank:om Arnn, Reader in International Finance Departmenoflnformation and Finance, Lancashire Business School, The University fo Central Lancashire, United Kigdom

• Prof. C.P. Rao, Professor of Marketing, Director, Case Research and Teaching Unit, College of Busioess Administration, Kuwait University, Kuwait

• Dr. Rama Velamuri, Associate Professor, China Europe International Business School (CEIBS), 699 Hongfeng Road, Pudong, Shanghai 2012061 China

• Sri M. Ayyappan, Chairman and Managing Director, Hindustan Latex Ltd., Thirnvananthapuram.

• Dr. Udith K. Jayasinghe-Mudalige, Head/ Dept. of Agribusiness Management, Faculty of Agriculture & Plantation Management, Wayamba University of Sri Lanka, Makandura, Gonawila (NWP), Sri Lanka

e Dr. Cheril Crosswa.ith, Associate Professor of Management, Greensland University, Australia.

• Prof. Dr. M.Z. Mamun, Professor, Institute of Business Administration, Dhaka University, Dhaka, Bangladesh

• Prof. Dr. T.J. Kamalanabhan, Professor, Dept. of Management Studies, Indian Institute of Technology Madreas, Chennai 600036, India.

• Prof. Dr. K.Ramachandran, Thomas Schmidheiny Chair Professor of Family Business and Wealth Management, Clinical Professor, Indian School ofBisiness, Hyderabad, India.

o Dr. Tanmoy Datta, Professor and Director, School of Management, Tripura University

Chief Editor

• Dr. J. Rajan, Professor and Head, IMK, University ofKerala

Managing Editor

• Dr. K.S. Chandrasekar, Professor, lMK, University of Kerala

Printed and Published on behalf of Researchers' Forum, Institute of Management in Kerala University of Kera.la by Dr. K.S. Chandrasekar, Managing Editor

Chief Editor: Dr.). Rajan Printed at Colormist, Thimvananthapuram~l4

PANEL OF REFEREES

• Dr.M. Sivaraman, Distinguished Professor, Centre for Management Development, Thycaud, Thiruvananthapuram

• Prof. R. Venkarapathy, Director - BSMED, Dean Faculty of Social Sciences, Bharathiar University, Coimbatore - 641 046.

• Prof. P.T. Ravindran, Department of Management Studies, Kannur University, Palayad Campus, Telicherry

• Dr.M. Senthil, Associate Professor in Management, Alagappa University, Karaikudi.

• Prof.PeeruMohammed, Professor, Department of Management Studies, Anna University, Guindy, Chennai

• Prof. P.T. Srinivasan, Professor and Head, Department of Management Studies, Madras University, Chennai.

• Prof. Vedulla Shekhar, Dean, Faculty of Management Studies, Osmania University, Hyderabad

• Prof.M. Basheer Ahmed Khan, Dean, School of Management, Pondicherry University, Pondicherry

• Dr. S. Kevin, Former Pro Vice-Chancellor, University ofKerala, Thiruvananathapnram - 34

• Dr. SitanathMajumdarm, Professor & Director, Dept. of Management Studies, Calcutta University.

• Dr.T.N. Sredhara, Professor & Dean, Dept. of Business Administration, Mangalore University.

• Dr.B. Rajasekharan, Professor & Head, Dept. of Management, M.S. University, Thirunelveli.

• Dr. K. Mohan, Professor & Head, Dpt. ofinternational Business, Pondicherry University

• Dr. N. Panchanatham, Professor & Head. Dept. of Business Administraton, Annamalai University

• Dr. K. Sreeranganadhan, Professor & Director, School of Management and Business Studies, M.G. University, Kottayam.

• Dr. Sanjay Bhayani, Professor & Head, Dept. of Business Administration, Saurashtra University, Rajkot - 36005.

• Dr. V. Chinnaiah, Professor, Dept. of Management Studies, Madurai Kamraj University, Madurai.

• Dr. P.S. Tripathi, Professor, Faculty of Management Studies, Banaras Hindu University, Varanasi -221005.

• Dr. S.M. !mama! Haque, Professor, Dept. of Commerce and Management, Aligarh Muslim University, Aligarh - 202 002.

• Dr. Sampath Kumar Swain, Dept. of Tourism Management, Pondicherry University, Pondicherry.

• Dr. B. Mohanan, Professor, Dept. of Commerce and Management, S.v. University, Tirupathi.

• Dr. T. Asokan, Professor & Head, Dept. of Management Studies, Kannur University.

• Dr. Santhosh P. Thampi, Reader, School of Management and Business Studies, M.G. University, Kottyam.

• Sri. V.V. Vinodl Managing Director, Corporate Relations Private Limited~ Thiruvananthapuram.

• Fr. Jacob Korakkal, General Manager, St. Joseph's Press, Thiruvananthapuram.

• Sri. Solomon Fernantez, Chief Engineer, Kerala Waer Authority, Thirnvananthapuram.

• Sri. V. Rajagopal, Chief Executive Officer, Kerala Bureau of Industrial Promotion, Thiruvananthapuram.

SOCIAL MARKETING: TIIE ROLE OF ACADEMICS, GOVERNMENT, PUBLIC SECTOR AND NGO's

Social marketing aims at making changes that helps the society at large. Ethical and social considerations are built in marketing concept in a way that penetrates consumer's attention and motivates them to make the change. The social marketing that is practised in the cases could be characterised as cause-related marketing. This means that the general purpose of these programmes is to deliver mutual benefit and well-being for both consumers and the partners of the programme (in publicly financed programmes the society). In cause-related marketing it must be taken into account that some consumers look for signs of good corporate citizenship. This applies to such programmes in which both social marketing and product sales are combined. In other words, consumers when making purchase decisions regarding for example, energy saving domestic appliances, may have expectations for companies' public interest to environmental issues and not only for profits. Social marketing is emerging as a major discipline on its own in spite of the fact that marketing is a subject by itself. Society requires its own resources and will provide itself. The realms of society need constant support and care and that needs to be addressed by the manufacturers. This is an era of technology and the Internet is shortening time and distance. By looking at what can be changed through behavioural perspectives and physical resources, social needs can be seriously looked into. In this context social marketing becomes an important topic of discussion in the contemporary times and this specific volume deals with social marketing. This volume is an outcome of the National seminar on Social marketing: Role of academics, government, public sector and NGO. This seminar was organized by the School of Business Management and Legal studies with Dr.K.S.Chandrasekar, Director being the Organising secretary. All those papers shortlisted and peer reviewed have been included in the volume. Those addressing the social marketing initiatives, social marketing planning, implementation and control along with marketing mix strategies have been considered for publication. There are focus oriented papers on government role, banking sector participation in social marketing, behavioural issues of social marketing and concept papers in social marketing. This volume will address all the needs of social marketing including social entrepreneurship, corporate social responsibilities etc.,. I am sure the discerning readers will benefit from this special edition in your hands.

Prof..J. Rajan Chief Editor

negative impact upon the health communication efforts. Above all as these perceptions are deeply embedded in their values and beliefs, efforts to makes changes in these will be met with stiff confrontation.It istherefore of primevalue to understand the underlying forces of health communications,understand the different understanding of hea Ith re lated matters of the society and attend to these differences in attitudes and accordingly interpret in all communications pertaining to health before administering any other solutions. All communicationsrelated to health should provide for sufficient socialinterface that generates faith and confidence about the sincerity in the efforts and effectiveness of solutions offered.

2. Social marketing For an idea to be adopted by a larger group, which is similar to the acceptance of a product, it would require clear understanding of the needs of the group aimed at, their perceptionsreference groups, socio-personal preferences, and patterns in behaviour of the target audience. This can be made possible using social marketing efforts which are basically concerned with making a target group acceptable to an idea which is beneficial to that group, which may be contrary to the current methods or practices which they follow. Social Marketing has The concept of social marketing has attained extensive use and support in the last two decades One of the chief advocates of Social Marketing, Mr Phillip Kotler, is of the opinion that social marketing is that part of marketing philosophy and principles for the propagation of ideas which would resolve problems of a social importance like importance of primary education, health and hygiene, family planning, road safety, and like Kotler and Zaltman (1971) termed social marketing as "the design, implementation and control of programmes calculated to influence the acceptability of social ideas and involving consideration of product planning, pricing, communication, distribution and marketing research." Thus, "it is the explicit use of marketing skills to help translate social action efforts into more effectively designed and communicated programmes that elicit desired audience response. The marketing techniques are the bridging mechanism between the simple processes of knowledge and the socially useful implementation of what knowledge allows." Hence, Social marketing puts across a concept for bringing about a sweeping change in the practices, knowledge, idea and attitudes of a society which is basically the targeted audience. The basic framework of commercial marketing and social marketing remains that same since both belong to the same "family''. While in social marketing, the ultimate beneficiary is the target audience, but the other hand, in commercial marketing, the gain is more at the marketers end. One aims at brining a change in the attitudes of the society as a whole while the other aims at profit maximisation forthe marketer.

3. The "P" Factors Like any other marketing methods, social marketing also need to have the mandatory P's i.e, Product, Price, Place and Promotion. Product in social marketing may not be a

physical offering to the customer. It could be intangible ideas as well. Pricing plays an important role. Being a social initiative, if not priced properly, the initiative could topple. It cant be too costly and it cannot be without a price. Too costly an item would keep the customer away and no price would give no value to the product. Place in social marketing parlance would be a hospital, a dispensary, a shopping mall etc where the general public could be gathered. Last "P" in the list, promotion could be in terms of announcements or advertisements of paid nature, but could be other forms like media events, editorials, free coupons etc Apart from the above for "P" factors, there are four more "P" factors applicable. Public, Policy, Partnership and Pursel Public refers to the general public to whom the program is addressed to. The basic inspiration behind a social marketing activity is the public or beneficiary who would be the gainers of the activity. Policy refers to the various activities of the vehicles involved, like the governmental organisations, media programs etc which would support the activity as such. Partnership refers to the network of various parties involved in the activity with the view of achieving the common goal intended. Purse and the strings attached to it refers to the financial strings which plays a vital role in the basicfunding of the project. It could be the government grants, donations from various organisations etc.

4. Strategy for Communication Idea behind a social marketing initiative is to bring about a change in the attitude or behaviour of a society which would involve influencing individuals and their behavioural pattern which would lead to a change leading to a change in the society. Society being a collection of individuals, change should start from every single soul. This is achieved by targeting the society, by seeding words of thoughts in the individuals thought process, which boomerangs and brings a change in that person, which he could share with others and adopted by fellow beings in the society. Whatever be the ingredients of communication or the aims and objectives, the strategy formulation involves the following steps:

a. Segmentation of Target Audience:This is done in similar terms with the market segmentation done in other forms of marketing. Segmentation is breaking up of the entire society into small groups for easy handling. The communication could be targeted at smaller groups within the society like married, unmarried, males, females, young, students etc. The idea behind such an effort is to aim these smaller groups which would increase the concentration that directly leads to a better success rate

b. Distinct Strategy for communication:When the segmentation of audience is finalised, the target audience are divided into smaller groups, the specific characteristics of these smaller groups needs to be taken care of which is called nodal points. This would help to penetrate and influence the behaviour which can lead to change in the attitude of an individual leading to change in the society. Each smaller group would have their common chemical property interest of the youth would be different from the aged, interest of males would be different from females

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and so on. These interests are to be taken care of which would act as a point of influence which allows the Initiative to penetrate into the psyche of the individuals which then leads Into the group.

c. levels of communication: Understanding of every individual or the grasping capacity of each individual would be different based on the personal traits, family back ground, education etc. While communication is prepared, it needs to be divided into three levels which should address the Individual (what is in it for me factor) , the group at which it is aimed at and the society at which It is aimed at. Even in one communication, it could be possible to cover all the three aspects. While the intention Is to bring about a major change in the society, it needs to hit different directions. In a mass communication, the individual should also be made curious as to how it would benefit him or affect him. For example, a dirty and unhygienic surrounding would work as a catalyst to the increase in the number of rats which directly leads to a threat of plague. Since plague is something which affects the individual, group as well as society, it would get the required attention.

d. Mix of Medla:Media for communication is a vital area. The Idea of a social marketing activity is to bring a social requirement or a change that needs to be taken for a common good. Unless the benefit is not understood, to the beneficiaries, the Intended change in the attitude or behaviour cannot be achieved. How to reach the target audience in the right fashion would depend on the mix of media chosen. Not all media would be able to make Inroads into the minds of the customer. A mass media may not have as penetration compared to a personal media which would go deep root into the society. Not all media would hold good since the determinant factor would be the target audience what reaches them and at what time, can be something which would be very specific. What works for one target audience would not hold good for others and vice versa. Every targeted group is unique. Choosing the right mix would mean gaining attention from the targeted group, create positive response, avoid confusion, desire to adopt and lead to action.

e. Media planning: Effective reach of information indentedto, depends on the media planning. Idea behind choosing a particular media or a particular set of media Is to reach the intended parties at the cheapest possible rate, at the same t ime, grab the required attention from the recipient or target audience. It is necessary to have a media chosen, which reaches the group at all times at a high frequency which would keep the awareness levels of target audience, at high. As the communication reaches the peak, the frequency could be brought down slowly and steadily.

Ill. Road blocks There are multiple road blocks in social marketing. Some of

them as being enlisted as below. a. Issues In segmentation and targ~lng

Most of the social marketing activities being backed up by the government agencies, the segmentation and targeting Is often, the most eligible candidate for criticism. Criticisms could encircle in terms of bias, cronyism or politicisation.

These are seen towards the period of election in a country, or area which affects and dllutes the objective of social marketing activities

b. Community service obllgatlons and Political pressures A social marketing activity is more vulnerable to political interventions and pressures. In the interests of the society, the marketing activities in terms of health care often end up as a very expensive one which has to cover a larger base, to avoid possible political accusations. This would lead to a dilution in the initiatives from the governmental organisations and could act as a keep away factor for the private participation, especially when it comes to the huge financial burden

c. Conflict of individualism and collectivism While most of the social marketing activities go with the help of private participation, the sponsors have their own vested interests which may be to target a specific group while the governmental agency would look at the society as a large due to the social aspect involved in it. These two conflicting factors play a major role in social marketing activities

5. Beneficiary Unlike the other form of marketing where the primary beneficiary is the marketer Itself, In social marketing, the beneficiary is the society. This in itself Is a major bottleneck for the social marketer. The question that would come up, would be who determines whether the social change intended would bring about a beneficial change? (Lee and Kotler, 2011) It is this barrierthat the social marketer needs to break in first place. Breaking such a barrier could be considered as a herculean task since the society is comprised of different sects and classes of people with different wave length. Making them understand the benefits, by making a change in their current routine life, if a tough job. For making the society, health conscious, for example, social marketing activity on healthy sanitation would bring about a lot of resistance especially from people who have been enjoying the freedom of having their natures call in open area. The concern for them would be of limiting their freedom which would take a longer period for them to realise.

IV. limitations of Socia I Marketing While we talk about the advantages, there are limitations for

social marketing. It is not the universal solution for health education or communication activities. Bloom and Novell has drawn out nine areas where problems and challenges faced by those attempting to use social marketing principles. The main areas touched by them are market segmentation, market analysis, product strategy, pricing strategy, positioning strategy, channel strategy, communication strategy, organisational design & planning and evaluation. (Bloom and Novell, 1981) Another limitation of social marketing is that there is nothing known as a short term ROI. The investment that one makes in the social marketing activities be it in the field of enhancement of health of the public, or otherwise, the results are not immediate. It cannot be determined as to how many months or years would it take to bring the desired results. It could be spread over many years which make it a risky one. Government officers often equate advertising activities with marketing, due to their lack of

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understanding about what exactly marketing is. This would turn to be a hindering factor in the social marketing activities. While a social marketing campaign starts off, the availability of funds become quite unrealistic to achieve the expected targets. There would be no direct comparison in terms of the larger or broader change that a social marketing effort is used for, v/s the funds that would be required to bring about such a change in the society. Quite often, governmental authorities expect a "quick fix" using social marketing activities which doesn't work and bring desired results.

V. Conclusion There has been multiple campaigns that had taken place ever

since India achieved independence, but the impact that these campaign had brought on the lives of the people is negligible. Infant mortalityrate,epidemics, malnutrition, and several diseases still hit the population at unknown intervals. We have attempted multiple ways, but the fact remains that there has been few who has imbibed it. This in itself shows the obviousness of something that would have gone wrong in the approaches taken on health issues

In the recent past there has been a revisit on our priorities and consequently new tactics are being tried out. We have to narrow down the right concerns and issues, the end beneficiary and his capacity to captivate the messages of health communication campaigns. For this purpose, the thought process of the community or society and various arena available need to be assessed and understood. A multi media social marketing with right perspective based on the deep understanding of society derived through a multi-disciplinary approach can correct the social disparity and eradicate the problems of hunger,health, want and ignorance. In a bigger country like India, where political interventions are at high, the desired results cannot be expected in short term. Due to multi level approval process, for fund allocation, which is always slow, the health campaigns using social marketing gets a hit where in the continuity of such efforts would be lost. This would lead to a break and the continuity is lost. Social marketing being an effort of continuous reminder which tries amend the mindset of a society at large, would need to avoid a break in between. When it comes to health communication, it is imperative that the continuum is maintained through out toe nd u re success.

References 1. Bloom, P.N. and Novell, W.D. (1981) 'Problems and

challenges in social marketing', Journal of Marketing, vol. 45, no. Spring, pp. 79-88.

2. Kotler Philip, Marketing for Non Profit Organizations, 1985, Prentice Hall Inc., New Delhi.

3. Pechmann, C. and E.T. Reibling (2000), "Planning an Effective Anti-smoking Mass Media Campaign Targeting Adolescents," Journal of Public Health Management Practice, 6 (May),8094.

4. Kotler Philip and Zaltman Gerald, Social Marketing - An approach to planned social changes, Journal of Marketing, 35, 1971, pp. 3-12.

5. Syre, T.R. and R.W. Wilson (1990), "Health Care Marketing: Role Evolution of the Community Health Educator," Health Education, 21(1).68.

6. Tones, K. (1994), "Marketing and the Mass Media: Theory and Myth," Health Education Research, 9(2),16569.

7. Solomon Douglas S A, Social marketing perspective on communication campaigns, Public Opinion Campaigns, Ed. by Roland E Rice and Charles K Atkin, 1987, Sage, New Delhi.

8. Lefebvre, R. Craig and June A. Flora (1988), "Social Marketing and Public Health Intervention," Health Education Quarterly, 15 (3), 299315.

9. The World Bank, Media strategies for health communications in Karnataka, May 1994, Consultancy Report submitted by Mudra Communications Ltd., Bangalore.

10. Kotler, Philip and Sidney J. Levy (1969), "Broadening the Concept of Marketing," Journal of Marketing, 33 (January), 1015.

11. Wiebe G D, Merchandising Commodities on Televisions, Public Opinion Quarterly, 15, 1951-52, pp. 679-691

12. Lee, N. and Kotler, P. (2011) Social Marketing- influencing the behaviors for good, 4"' edition, Sage Publications.

13. Brehony KA, (eds.): Marketing health behavior: Principles, techniques and app I ications.N ew York, Pie nu m, 1984.

14. Fine SH: The marketing of ideas and social issues. New York, Praeger, 1981 .

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