Volume : 1, Issue : 1, June - 2012

Socio Cultural Issues in Marketing

Kavita A. Trivedi

Abstract :

In today’s competitive arena, Marketers have gone to the extent where emotions of viewers are played with. Looking at the present scenario of immoral marketing, it becomes an enormous task to sustain the social and cultural values in our lives. Marketers use maximum marketing tools to get into the race of profit maximizing. They adopt any tools to penetrate and exploit the market. Social and cultural are the hottest tools to target the customers. Marketers have acknowledged that to fly into the aggressive trend they have to get a pace into Socio cultural Marketing. The reality shows like Indian Idol and Voice of India market their programs by showing that they build the career of youngsters from remote area of India, thus, earn handsome profit and sound emotions of mediocre, where as the ads of Tata tea are focusing on public awareness and social progress by the campaign of jago re.com. Airtel ad of two boys playing football on border or May it be the ad Lifebuoy boy cleaning the surroundings single handedly. The latest ad of Pepsi of cricketers again focuses on youth power vs. designations. Even the celeities have turned to go for social ads, just as Big B Amitabh Bachchan, Juhi Chawala and even the Chini Cum star are spreading the message of Pulse Polio at the Asia Level.