LITERATURE REVIEW:
Social Marketing
The systematic application of a marketing principle so as to achieve a set of social goals that is subject to social goods and not for commercial gains can be termed as social marketing. It does not have a set definition or propaganda but has a universal approval and is accepted globally (Lana perese, Professor Maxx Abbott, Dr Maria Bellringer, 2005). Specific social marketing tools have a use in a variety of health and social welfare topics (Donovan, Gibbs, Jason and Kroger 1991). The examples have wide range of application in health promotion and injury prevention areas, north America, united kingdom and Australia being the predominant regions (Smith,1989 , Egger, Danovan and spark 1993, Health and welfare, Canada, 1992). Amongst the most applicable, the health brief model (Becker 1974) and Social learning theory (Bandura, 1977) are a brief guidance to social marketing communicating strategies.
With an obvious importance to developing message transformation in a social marketing campaigns, relatively less importance is been laid down on theories of message effectiveness. Vaughn’s (1980, 1986) FCB grid and Rossiter–Piercy model (1987, 1997) are influential in most approaches dealing with health promotion campaigns. Social media also plays a vital role in advertising a common objective intending towards Individual behaviour change which is a pre-requisite for an effective social marketing campaign.
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