Ideas for Action

Appointment ads by corporations and employment agencies, the seeking of donations by charitable institutions and political parties, and election candidates advertising to “sell” themselves to the public are striking examples of advertising being fruitfully employed for a persuasive communication of ideas for action. In fact, in the presidential election in America-a much-advertised and the lengthiest election in the world – candidates do employ ad agencies to sell “The President 1992.” This is not a product, nor a service, but an idea for action. In most social marketing, we advertise ideas fro a social cause, may be family planning, prohibition, adult education, etc., The services of ads released by the Loss Prevention Association of India Promoting the prevention of losses and the preservation of life are very relevant here. One such ad may highlight the hazards of fire-crackers during the festival seasons which may take he lives of children who are somewhat careless. The headlines may say: “This year, take that nagging fear of Festival days. Teach your children these simple rules of safety.