INTEGRATED MARKETING COMMUNICATIONS FOR PUBLIC POLICY : perspectives from the world's largest... employment guarantee program mgnrega

This book is based on detailed empirical research conducted to analyse the communication dissemination approach applied to the world’s largest employment guarantee program MGNREGA (Mahatma Gandhi National Rural Employment Guarantee Act). To uncover the insights, perspectives and understanding of the program, more than 30 villages in Western parts of India were visited and more than 400 MGNREGA beneficiaries were contacted personally by the author. The book connects the two concepts of Integrated Marketing Communications (IMC) and Public Policy and highlights the importance of using the IMC tools for a meaningful and comprehensible communication dissemination strategies and campaigns. A global overview of public policy dissemination approaches adopted by federal governments in Brazil, Niger, Philippines, Indonesia, Pakistan, Bangladesh, South Africa, and Kenya have been presented to sensitize the readers with the communication dissemination strategies used at theglobal level. The book presents and discusses a conceptual framework for the ideal public policy communication initiatives and highlights the apt communications vehicles for the illiterate, vulnerable and marginalized beneficiaries. Acknowledgements About This Book Contents About the Author Abbreviations List of Figures List of Tables 1 IMC and the Contemporary Communication Dissemination 1 Brief History of Communication 2 The Concept of Integrated Marketing Communications (IMC) 3 IMC—Planning Process and Participants 3.1 Advertisers (Clients) 3.2 Advertising Agency 3.3 Media Organizations 3.4 Specialist Agencies and Collateral Services 4 Importance of IMC Strategies References 2 Influence of IMC on Communication Dissemination 1 The Emergence and Growth of the Integrated Marketing Communications (IMC) Concept 2 The Promotional Mix: Tools Used for IMC 2.1 Advertising 2.2 Direct Marketing 2.3 Personal Selling 2.4 Internet and Interactive Media 2.5 Sales Promotion 2.6 Public Relations 3 IMC Tools and Its Overall Impact on Communication Dissemination 3.1 IMC and Consumer Perception 3.2 IMC and Product/Service Price 3.3 IMC’s Many Benefits in the Internet Era 3.4 IMC and Brand Equity 3.5 IMC and Product Launch 3.6 What to Consider for an IMC Strategy? 4 Importance of Media Planning and Implementation 4.1 Media Planning 4.2 Importance of Reach and Frequency 4.3 Media Buying 4.4 Role of a Media Agency References 3 IMC’s Influence on Public Policy Schemes in India 1 Role of IMC in Government of India’s Communication Outreach 2 IMC Tools Used for Rural Development Schemes in India 3 IMC Tools Used for Pradhan Mantri Jan Dhan Yojana (PMJDY) 4 IMC Tools Used for Swachh Bharat Mission/Clean India Mission (SBM) References 4 The World’s Largest Employment Guarantee Program: Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA) 1 Introduction: ‘MGNREGA’, the World’s Largest Employment Guarantee Scheme 2 MGNREGA Objectives 3 MGNREGA Stakeholders 3.1 Who Works Under MGNREGA and How the Works Are Allocated? 4 Permissible Works 5 MGNREGA Salient Features 5.1 Perspectives on MGNREGA’s Salient Features 5.1.1 A Program for Poor and Vulnerable Rural Indians 5.1.2 Participation of Adults and No Gender and Caste-Based Discrimination 5.1.3 Unemployment Allowances 5.1.4 Working with Family in and Around Village 5.1.5 Payment of Wages Within 15 Days 5.1.6 Participatory and Consensus-Driven Approach 5.1.7 Provision of Social Audit 5.1.8 Creating Useful Assets and Success Stories 6 MGNREGA Challenges 6.1 Low Level of Awareness 6.2 Poor Quality of Assets 6.3 Implementation and Accountability Issues 7 Voices in Favour of Reforms and Situation-Based Changes 8 MGNREGA Budget Provision 9 Chapter Summary References 5 Role of IMC in MGNREGA’s Communication Dissemination 1 Integrated Marketing Communication’s Five Ms and Its Applicability on MGNREGA’s Communication Dissemination 1.1 Mission 1.2 Money 1.2.1 MGNREGA IEC Activities 1.2.2 MGNREGA IEC Activities’ Budget 1.3 Message 1.3.1 MGNREGA Communication Dissemination Gaps 1.3.2 Key Messages for MGNREGA Communication Dissemination 1.4 Media 1.4.1 Andhra Pradesh/Telangana 1.4.2 Chhattisgarh 1.4.3 Rajasthan 1.5 Measurement 2 IMC Tools Used for MGNREGA’s Communication Dissemination 3 Media Planning and Implementation for MGNREGA 4 MGNREGA’s Communication Dissemination: A Conceptual Framework References 6 IMC’s Influence on Social Protection Programs of Developing Nations 1 Importance of Communication Outreach for Social Protection Programs 2 IMC Tools and Vehicles Used for Social Protection Programs in Developing Nations 2.1 Brazil’s Bolsa Familia (Family Allowance) Program 2.1.1 IMC Vehicles Used for Promotion of Bolsa Familia 2.2 South Africa’s Expanded Public Works Program (EPWP) 2.2.1 IMC Vehicles Used for Promotion of EPWP 2.3 Philippines: Listahanan or National Household Targeting System for Poverty Reduction (NHTSPR) 2.3.1 IMC Vehicles Used for Promotion of NHTSPR 2.4 Indonesia’s PKH (Program Keluarga Harapan) Family Hope Program 2.4.1 IMC Vehicles Used for Promotion of PKH/Family Hope Program 2.5 Pakistan’s Benazir Income Support Program (BISP) 2.5.1 IMC Vehicles Used for Promotion of BISP 2.6 Niger’s Adaptive Social Safety Net Program (ASNP) 2.6.1 IMC Vehicles Used for Promotion of ASNP 2.7 Kenya: National Safety Net Program (NSNP) ‘Inua Jamii’ 2.7.1 IMC Vehicles Used for Promotion of Inua Jamii 2.8 Bangladesh’s Employment Generation Program for the Poorest (EGPP) 2.8.1 IMC Vehicles Used for Promotion of EGPP Reference 7 Scope of Improvement for MGNREGA’s Communication Dissemination and Futuristic Perspectives 1 Scope of Improvement for MGNREGA’s Communication Dissemination 1.1 Using the IMC Tools 1.2 Content and Structure of Advertisements 1.3 Media Planning for MGNREGA’s Communication Dissemination 1.4 Implementing Agencies 2 Futuristic Perspectives of IMC in India References References Index