Socially Responsible Advertising Social Marketing look out for email with extra credit study Socially Responsible Advertising Campaigns that connect brand images and corp values example Toyota environmentally friendly Gap RED Anheuser Busch Responsibility matters prevent underage drinking Types of Socially Responsible Advertising Social issues linked with specific products example Mentos anti smoking Green choice Social issues linked with corporations example Starbucks VOTE Whole Foods environment Pantagonia don t buy this jacket Buy less campaign spurs more spending Corp donations to specific issues Advertisers donate a of their profits to a specific cause example Ben Jerrys Socially Responsible Advertising is on the RISE 90 of American business cost of doing business Benefits to society raise awareness advertisers have reach large numbers raised consumer expectations regarding corporate responsibility more socially responsible consumers Benefits to advertisers Benefits to consumers distinguish from competition brand identity concerned about how companies use their profit Benefits to causes link with advertisers for resources Intended Effects Attention to issues greater understanding Message credibility increases prosocial seems more profound trustworthy Improved corp image Consumer feels like a good person this feelings linked to brand Unintended Effects Alienate some consumers gimmick note genuine skeptical Vague misleading terms green recycled Consumers feel futile overwhelmed sick baby vs well baby appeal Fear feeling linked with cause products Public Communication Campaigns PSA s Brain on drugs Social Marketing Campaigns designed to promote public health and or social issues rather than sell Public communication campaigns defined Mediated messages disseminated to large audiences in homes communities purposive intent to influence inform persuade or motivate behavior change among defined large target audience for non commercial benefit within some defined time frame through some medium Ad Council lead producer of PSAs since 1942 example Smokey the Bear Friends don t let friends drive drunk crash test dum mies Unintended effects of Public Communication Campaigns Obfuscation creation of confusion or misunderstanding Boomerang behavior attitude change in the direction opposite of that intended Desensitization repeated exposure to messages about a particular health risk desen Culpability reinforcement of the belief that individuals are responsible for health prob sitizes viewers lems Opportunity Cost selection of certain health issues over the others History of Social Marketing The 1st time adv was used was for direct social action Agencies developed ads to arouse patriotism sell gov t bonds encourage conservation ucts Convinced people that adv could be used to communicate ideas and well as sell prod Adv during WWII role of advertising in wartime economy Much industrial production redirected to produce war material Civilian products rationed Advertising adapted by Supporting and promoting the war effort Promising the delivery of consumer goods when the war was over Lucky Strike Green has gone to War explained change in colored packaging due to scarcity materials There s a Ford in a your future offered a shiny new car for deliver after the factories reverted to producing consumer goods Gov t leaders turned to ad industry to gain public cooperation Developed the War Advertising Council now called the Ad Council First campaign Rosie the Riveter overcame prejudices toward women in the workforce added to the labor pool depleted by the war