Advertising on Social Issues Influence Brand Image: A Study on Select Indian Companies

Abstract

Today, advertising is becoming one of the most important tools not only to promote brands but also to spread awareness about social issues among the masses. Nowadays, marketing managers mainly focus on understanding the mindset of their target audience, as consumers prefer brands they can relate to. The societal marketing aims to pursue both earning revenues and improving society. Coming up with such innovative advertisements that are simple and convincing is what the brands are aiming for. Brands want to advertise themselves in a way that leaves a lasting impression in the minds of consumers. However, oftentimes difficulty arises when people immediately question or raise objections to the ads whenever they sense something unethical or inappropriate. There is a very thin line between being relevant and being controversial. Therefore, the present study focuses on some brands that use advertising techniques to inform the masses about the social ills that are prevalent in society and how these advertisements affect the brand’s public image.

Keywords: Advertising, Brands, Cause Marketing, India, Social Responsibility

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