Social Marketing Effectiveness A Study of Traffic Week

Introduction

1.1 Chapter Overview

In the first chapter of the thesis, at the outset, the background and introduction of social

marketing are explained and related to the Indian context. The concept of social

marketing is explored and its historical origin is traced. The study further elaborates on the

tools supporting a social campaign and the contributors to the success of a social

program. Essential criteria for an effective program are also highlighted. The P's

of the marketing mix is applied to social marketing and the importance of promotion to

make a social program effective is sketched out. Further, the chapter focuses light on

celebrity involvement in such programs for more effective implementation.