ABSTRACT
Social marketing has been a systematic application of marketing, beside other concepts and techniques, to achieve specific behavioral goals for a social good. Cause marketing or cause-related marketing is considered as a type of marketing that involve in the cooperative efforts . The term is sometimes used in more broader term and is referred to a kind of marketing effort for the benefit of social and other charitable causes. Social Cause marketing is related to marketing for a social cause i.e. related to the welfare of society, usually taken up by the Government of India in the form of various initiatives including Pulse Polio Marketing, Marketing against Dowry System, HIV AIDS Marketing, Save the Girl Child programme etc.
This study aims on “Pulse Polio Marketing” as a programme implemented by the Government of India. India reported many cases of Polio disease, few years back. But with the proper implementation of this Pulse Polio Marketing Programmes, it has been able to achieve its objective effectively. In this study, a survey was conducted on parents of the children, enquiring their opinion regarding the marketing of Pulse Polio programme and how effective it has been.
Keywords: Pulse Polio, Pulse Polio Marketing, Social Marketing, Social-Cause Marketing
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