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Public Service : Brands
There are hundreds of Brands for products under the Public Service
Product Group and TV Ad Indx's website www.iBankLive.com hosts
over 500,000 Indian and international Television Commercials,
Press Advertising and News items for all these Brands .
Some of the Brands in the Foods Product Group are
listed below for Marketing Professionals from
Advertising Agencies, Media and Advertiser companies.
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Public services advertising refers to the application of commercial marketing concepts, tools, resources, skills and technologies to encourage socially beneficial behaviour among those segments of the population not served, or not adequately served by existing public and private systems. It includes public health, public safety issues, emergency preparedness instructions, natural resources conservation information, and other topics of broad interest. The aim of social marketers is to make potentially difficult and long-term behavioral changes in target populations.
Public Service advertising is also known as non-commercial advertising, public-interest advertising, issue advertising, cause-related marketing (CRM), public education campaigns and social marketing.
AIDS awareness, women's rights, animal rights, corruption, disability awareness, charity, environment issues, female infanticide, foeticide, leprosy awareness, tuberculosis awareness, National patriotism, literacy, vegetarianism, human rights, National integration and emergency helplines are some of the most advertised issues of public interest.
The major advertisers for this category include NGO's, Government organizations, TV channels and Corporates.
Public service advertising campaigns are widespread around the world. Subjects such as drugs, safe driving, not drinking before driving, adult education and family planning have been subjects of communication in many countries, including India. Such advertising is generally produced and distributed on a cooperative basis by governmental agencies or nonprofit organizations acting in concert with private advertising and mass media companies. In most cases, the nonprofit organization provides the programming that is to be advertised, while the participating advertising agency and media companies provide creative services, media planning, and dissemination services on a pro bono basis.
Television is the best medium for public services advertising as it reaches a large number of audience easily and creates awareness amongst public. Other mediums like outdoor billboards and print media are also used. In print medium public service adverts are generally found towards the back of magazines and occasionally in newspapers. Leftover space is made available for free display ads.
The target audience for this category varies according to the cause. For example, AIDS awareness campaigns target the youth, campaigns focusing on eradication of female foeticide target the backward section of the society. The campaigns related to environment, women's rights, animal rights and human rights target the entire population.
At times celebrities are roped in for public service advertising campaigns. The presence or endorsement of a celebrity helps in drawing the attention of the audience to the public cause. Some of the celebrities who have supported public services advertising include Aishwarya Rai, Amitabh Bachchan, Jaya Bachchan, Sachin Tendulkar and Rahul Dravid.
Reliance, MTV, Channel V, Sahara India, NACO, PETA India, CRY, Archies, Help age India, Animal Asia foundation, United Nations World food programme, Tata steel are some oraganizations that are seen advertising for the public services category.