r Ph.D. Scholar, MCNUJC, Bhopal INTRODUCTION Advertisement has become an integral part of person's life. A day starts with reading the newspaper while breakfast, through interacting with mobile and computers in workplace and ends to watching television with family. All this mediums of mass communication are flooded with advertisements. It is believed that advertisements is one of the most visible element in providing information about products, services and ideas (Jethwaney, Jaishri and Jain, Shruti, 2006). They are targeted to influence consumer, change their perception, attitude and behaviour. Creating brand image and building brands can be said as the main objectives of advertisements. Since 1948, the most acceptable definition of advertisement developed by Committee of the American Marketing Association also explains that; “Advertisement is any paid form of non-personal presentation and Abstract: Keywords: Social Advertisement, Social Message, Attitude, Preference, Purchase Behaviour r Ritu Bhavsar A STUDY ON SOCIAL ADVERTISEMENTS AND THEIR EFFECT ON PREFERENCE OF CONSUMER Advertisement from the time of its evolution has changed many faces. It came into existence with a simple objective of informing people which now turned to a highly sophisticated tool of persuasion at a subliminal level. Being one of the largest generator of revenue in world economic system, Advertisements are now playing a very active role in social system as well. Today, plenty of social advertisements can be seen on various media platforms from print to digital they are scattered everywhere. A social advertisement not only caters information about a product or service, but it is also accompanied by a social message that creates awareness among masses about key issues in society. Commercial advertisements featuring social messages are highly used by corporates as it operates as a corporate social responsibility for them. This study is carried out to identify consumer preference towards social advertisements. The paper identifies the changes occurred through social advertisements in attitude and purchase behaviour of consumer. A Descriptive study was carried out by using questionnaire and the collected data were analysed by using simple statistical tools like percentage analysis. Result of the study shows that social advertisements are been preferred to watch but have medium effect on attitude and purchase behaviourof consumer. 18 ®…“b˜™…… ®…“®……Δ∫…… July-Sep. 2018
Transcript
r Ph.D. Scholar, MCNUJC, Bhopal
INTRODUCTIONAdvertisement has become an
integral part of person's life. A day startswith reading the newspaper whilebreakfast, through interacting with mobileand computers in workplace and ends towatching television with family. All thismediums of mass communication areflooded with advertisements. It is believedthat advertisements is one of the mostvisible element in providing informationabout products, services and ideas
(Jethwaney, Jaishri and Jain, Shruti,2006). They are targeted to influenceconsumer, change their perception,attitude and behaviour. Creating brandimage and building brands can be said asthe main objectives of advertisements.Since 1948, the most acceptable definitionof adver t i sement developed byCommittee of the American MarketingAssociation also explains that;
“Advertisement is any paid formof non-personal presentation and
Abstract:
Keywords: Social Advertisement, Social Message, Attitude, Preference,Purchase Behaviour
r Ritu Bhavsar
A STUDY ON SOCIAL ADVERTISEMENTSAND THEIR EFFECT ON PREFERENCE
OF CONSUMER
Advertisement from the time of its evolution has changed manyfaces. It came into existence with a simple objective of informingpeople which now turned to a highly sophisticated tool of persuasionat a subliminal level. Being one of the largest generator of revenue inworld economic system, Advertisements are now playing a veryactive role in social system as well. Today, plenty of socialadvertisements can be seen on various media platforms from print todigital they are scattered everywhere. A social advertisement notonly caters information about a product or service, but it is alsoaccompanied by a social message that creates awareness amongmasses about key issues in society. Commercial advertisementsfeaturing social messages are highly used by corporates as itoperates as a corporate social responsibility for them. This study iscarried out to identify consumer preference towards socialadvertisements. The paper identifies the changes occurred throughsocial advertisements in attitude and purchase behaviour ofconsumer. A Descriptive study was carried out by usingquestionnaire and the collected data were analysed by using simplestatistical tools like percentage analysis. Result of the study showsthat social advertisements are been preferred to watch but havemedium effect on attitude and purchase behaviour of consumer.
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July-Sep. 2018
promotion of ideas, goods, or services byan identified sponsor”.
It is a strong and most effectivetool of marketing that disseminatesinformation about a brand which is aimedat a large number of people at the sametime. But with changing time, preferenceand needs of present generation,advertisements has also shown atransformation in its theme and objectives.Now, advertisements are not just a meanof disseminating information about abrand but it has also proved itself as apowerful source of mass education. Thereis a notable increase in number ofadvertisement with social messages as itscore theme. All advertisements thathighlights a social message related to keyissues in society are commonly known associal advertisements. This paper throwslight on changing preference of consumerin terms of liking towards socialadvertisements and identify its effects ontheir attitude and purchase behaviour.Finally, it summarises thoughtfulsuggestions for improvement of socialadvertisement for development of society.
Review of the literature is thefoundation of any empirical work and itpresents scanning of related literaturepertaining to the study. There are certainstudies undertaken at the individual andinstitutional level relating to the growth ofsocial advertisements. The findings of thestudy enabled the researcher to identifysome concepts for the present study.Reviews of such studies have beenpresented here.
Advertising is a business activity,employing creative techniques to designpersuasive communication in mass mediathat promotes ideas, goods, and services ina manner consistent with the achievementof the advertiser's objectives, the deliveryof consumer satisfaction and the
development of social and economicwelfare. Cohen talks about both the socialresponsibility and economic welfare ofthe society in her definition (Jethwaney,Jaishri and Jain, Shruti, (2006), hasexplained the research of Cohen, Dorothy(1988) in their book).
The main aim of social advertisingis to build awareness of the socialproblems and to motivate people toundertake socially desirable actionsthrough the use of media (Bila, Zuzana,2011). Too many brands are comingforward and taking a social stand on keyissues in their social advertisements as itopera tes as a corpora te soc ia lresponsibility for them. Also, this strategyhas worked positively for many brands bycreating a lasting impression on minds ofconsumer.
Previous Research suggests thatconsumer responds better to brands thatdisplay corporate responsibility, with 73%of people believing that companies shoulddo more than just offer a product or service(Gilliland, Nikki, 2018). There are manykey issues in society which are beenfeatured as social message in plenty ofadvertisement. While review, followingads were identified as most talked aboutand showed a prominence in all mediaplatforms;
Bold is Beautiful on LGBT fromAnouk, MyntraJaago Re from Tata TeaShare the Load from ArielDetergentSaare Male Dho Daalo from GhadiDetergentGender equality from Comfortfabric ConditionerTouch the Pickle from WhisperSave tree from Idea CellularResponsible Journalism fromHindustan TimesAll this ads have gained popularity
Review of Literature
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r Ph.D. Scholar, MCNUJC, Bhopal
INTRODUCTIONAdvertisement has become an
integral part of person's life. A day startswith reading the newspaper whilebreakfast, through interacting with mobileand computers in workplace and ends towatching television with family. All thismediums of mass communication areflooded with advertisements. It is believedthat advertisements is one of the mostvisible element in providing informationabout products, services and ideas
(Jethwaney, Jaishri and Jain, Shruti,2006). They are targeted to influenceconsumer, change their perception,attitude and behaviour. Creating brandimage and building brands can be said asthe main objectives of advertisements.Since 1948, the most acceptable definitionof adver t i sement developed byCommittee of the American MarketingAssociation also explains that;
“Advertisement is any paid formof non-personal presentation and
Abstract:
Keywords: Social Advertisement, Social Message, Attitude, Preference,Purchase Behaviour
r Ritu Bhavsar
A STUDY ON SOCIAL ADVERTISEMENTSAND THEIR EFFECT ON PREFERENCE
OF CONSUMER
Advertisement from the time of its evolution has changed manyfaces. It came into existence with a simple objective of informingpeople which now turned to a highly sophisticated tool of persuasionat a subliminal level. Being one of the largest generator of revenue inworld economic system, Advertisements are now playing a veryactive role in social system as well. Today, plenty of socialadvertisements can be seen on various media platforms from print todigital they are scattered everywhere. A social advertisement notonly caters information about a product or service, but it is alsoaccompanied by a social message that creates awareness amongmasses about key issues in society. Commercial advertisementsfeaturing social messages are highly used by corporates as itoperates as a corporate social responsibility for them. This study iscarried out to identify consumer preference towards socialadvertisements. The paper identifies the changes occurred throughsocial advertisements in attitude and purchase behaviour ofconsumer. A Descriptive study was carried out by usingquestionnaire and the collected data were analysed by using simplestatistical tools like percentage analysis. Result of the study showsthat social advertisements are been preferred to watch but havemedium effect on attitude and purchase behaviour of consumer.
18July-Sep. 2018
19
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July-Sep. 2018
promotion of ideas, goods, or services byan identified sponsor”.
It is a strong and most effectivetool of marketing that disseminatesinformation about a brand which is aimedat a large number of people at the sametime. But with changing time, preferenceand needs of present generation,advertisements has also shown atransformation in its theme and objectives.Now, advertisements are not just a meanof disseminating information about abrand but it has also proved itself as apowerful source of mass education. Thereis a notable increase in number ofadvertisement with social messages as itscore theme. All advertisements thathighlights a social message related to keyissues in society are commonly known associal advertisements. This paper throwslight on changing preference of consumerin terms of liking towards socialadvertisements and identify its effects ontheir attitude and purchase behaviour.Finally, it summarises thoughtfulsuggestions for improvement of socialadvertisement for development of society.
Review of the literature is thefoundation of any empirical work and itpresents scanning of related literaturepertaining to the study. There are certainstudies undertaken at the individual andinstitutional level relating to the growth ofsocial advertisements. The findings of thestudy enabled the researcher to identifysome concepts for the present study.Reviews of such studies have beenpresented here.
Advertising is a business activity,employing creative techniques to designpersuasive communication in mass mediathat promotes ideas, goods, and services ina manner consistent with the achievementof the advertiser's objectives, the deliveryof consumer satisfaction and the
development of social and economicwelfare. Cohen talks about both the socialresponsibility and economic welfare ofthe society in her definition (Jethwaney,Jaishri and Jain, Shruti, (2006), hasexplained the research of Cohen, Dorothy(1988) in their book).
The main aim of social advertisingis to build awareness of the socialproblems and to motivate people toundertake socially desirable actionsthrough the use of media (Bila, Zuzana,2011). Too many brands are comingforward and taking a social stand on keyissues in their social advertisements as itopera tes as a corpora te soc ia lresponsibility for them. Also, this strategyhas worked positively for many brands bycreating a lasting impression on minds ofconsumer.
Previous Research suggests thatconsumer responds better to brands thatdisplay corporate responsibility, with 73%of people believing that companies shoulddo more than just offer a product or service(Gilliland, Nikki, 2018). There are manykey issues in society which are beenfeatured as social message in plenty ofadvertisement. While review, followingads were identified as most talked aboutand showed a prominence in all mediaplatforms;
Bold is Beautiful on LGBT fromAnouk, MyntraJaago Re from Tata TeaShare the Load from ArielDetergentSaare Male Dho Daalo from GhadiDetergentGender equality from Comfortfabric ConditionerTouch the Pickle from WhisperSave tree from Idea CellularResponsible Journalism fromHindustan TimesAll this ads have gained popularity
Review of Literature
·
·
·
·
·
·
·
·
and received a positive feedback fromconsumer and ultimately added toincrease in sales. Talking about 'Share theload' advertisement by Ariel, a study wasconducted by a private agency &supported by P&G India. Sharing findingof that study, Sharat Verma, AssociateBrand Director, Fabric Care, P&G India,says that two out of three children in Indiaagree that washing clothes is theirmother's job. And, 73 percent of marriedwomen agree that mothers teachhousehold chores to their daughters onlyand not sons. But ironically, 79 percentfathers would want to get their daughtersmarried to a man who will help withhousehold chores. This campaign,therefore, takes the conversation on socialinequality within households forward(Rahman,Azera Parveen, 2016).
In 'Touch the pickle' advertisementby whisper, there were 10,000 videosreleased in a day around the world. RaginiSharma, an advertising professional, saysthat to make your presence felt in such arush, you have to connect to the audience.We try to identify a conflict, like genderstereotyping or gender inequality ineducation, and resolve it. The brand doeswell commercially because it touches thepeople, and the social message also goesthrough. She further added that anadvertising professional, however, opinedthat ads such as the ones mentioned orwhich have a social message, do notnecessarily imply that change had arrived.But there is definitely a shift. I mean, forevery ad that touches you or makes youthink, there will be three others that, well,don't. There's however, no denying thatmovement ads are becoming very popular(Rahman,Azera Parveen, 2016).
Social Advertisements create ahuge impact on the mass audiences ofIndia. For example, the
campaign which was aimed at making
people aware about exercising right tovote was well received by viewers. Hencesuch kind of CSR ads help in generatingtop-of-mind recall for these brands.(Aparna, 2009)
For most of the companies' Socialadvertising have become an integral partof campaign planning with 70% agreeingto use Social advertising along with therest of the campaign. 32% consumeragreed on social advertising to be valuablekeeping aside the level of satisfaction withpast efforts. 54% of advertisers aresatisfied or very satisfied with their socialadvertising. They consider it successful orworthy of investment with only a 1%being not satisfied with the impact.(Coolavenues.com, 2013).
Most of the respondents are able torecall social advertisements and sharethem with others (Maheshwari, R., 2013).While looking at this review, a gap hasbeen identified by the researcher. Previousresearches does not identifies the effect ofsocial advertisements on attitude changeof consumer. And so, present study hasbeen conducted to identify that change inattitude and purchase behaviour due tosocial message accompanied in onadvertisement.
To identify the preference of socialadvertisements in terms ofmedium and likings.To measure the effect of socialadvertisements on attitude ofconsumer.To identify the difference createdby social advertisements inpurchase behaviour.
The study used adults of Bhopalcity as participants so as to achieve the setobjectives.
The participants of this studywere 60 adults of Professor's colony,
Tata Tea “Jaagore”
Sample:
Objective
Research Methodology
·
·
·
20
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July-Sep. 201821
July-Sep. 2018
Bhopal. To select the respondents,purposive sampling method has beenadopted for this study and the researcheridentified approximate sample size ofadults with age group 21-40.
looking at the nature andobjectives of study, descriptive researchdesign and quantitative method was usedby the researcher since it includes surveysand fact-finding inquiries of differentkind. Descriptive research is carried outwith specific objective(s) and hence itresults in definite conclusions. Thisresearch tries to describe the character-istics of the respondents in relation to atype of advertisements, i.e. socialadvertisements. Survey has been usedfrequently with descriptive research tocapture data from the respondents andcome out with conclusion after dataanalysis.
Survey technique has been usedfor primary data collection throughquestionnaire and schedule. Secondarydata was collected from research papers,books, journal, internet and magazines.
The study was confined to BhopalDistrict in Madhya Pradesh. The studywas conducted during the month of April,2018. Both primary and secondary dataare used in this study.
The data collected wad tabulatedand made ready for analysis using SPSS.Since, it was proposed to use quantitativeanalysis; the statistics that are used foranalysing the data were frequency andpercentage distribution. The results havebeen presented in form of graphicalrepresentation for better understanding offindings.
Advertisement are scatteredeverywhere in print, outdoor,digital and ambient mediaplatforms. It is almost impossibleto avoid viewing an advertisementas their prominent presence hasbecome a part of our life. Theresearch revealed the same,hundred percent respondentsconfirmed that they watchadvertisements daily.
When it was asked that on whichmedium respondents watchadvertisements the most, it wasfound that 68% of respondentswatch advertisement mostly ontelevision and 29% prefer to watchit on digital platforms and only 3%prefer reading them fromnewspaper.
Research Design:
Tools and Technique
Data Analysis & GraphicalPresentation
Preference:
Graph 1 Showing AdvertisementViewing Habit:
Graph 2 showing Preferred Medium
Ø
Ø
and received a positive feedback fromconsumer and ultimately added toincrease in sales. Talking about 'Share theload' advertisement by Ariel, a study wasconducted by a private agency &supported by P&G India. Sharing findingof that study, Sharat Verma, AssociateBrand Director, Fabric Care, P&G India,says that two out of three children in Indiaagree that washing clothes is theirmother's job. And, 73 percent of marriedwomen agree that mothers teachhousehold chores to their daughters onlyand not sons. But ironically, 79 percentfathers would want to get their daughtersmarried to a man who will help withhousehold chores. This campaign,therefore, takes the conversation on socialinequality within households forward(Rahman,Azera Parveen, 2016).
In 'Touch the pickle' advertisementby whisper, there were 10,000 videosreleased in a day around the world. RaginiSharma, an advertising professional, saysthat to make your presence felt in such arush, you have to connect to the audience.We try to identify a conflict, like genderstereotyping or gender inequality ineducation, and resolve it. The brand doeswell commercially because it touches thepeople, and the social message also goesthrough. She further added that anadvertising professional, however, opinedthat ads such as the ones mentioned orwhich have a social message, do notnecessarily imply that change had arrived.But there is definitely a shift. I mean, forevery ad that touches you or makes youthink, there will be three others that, well,don't. There's however, no denying thatmovement ads are becoming very popular(Rahman,Azera Parveen, 2016).
Social Advertisements create ahuge impact on the mass audiences ofIndia. For example, the
campaign which was aimed at making
people aware about exercising right tovote was well received by viewers. Hencesuch kind of CSR ads help in generatingtop-of-mind recall for these brands.(Aparna, 2009)
For most of the companies' Socialadvertising have become an integral partof campaign planning with 70% agreeingto use Social advertising along with therest of the campaign. 32% consumeragreed on social advertising to be valuablekeeping aside the level of satisfaction withpast efforts. 54% of advertisers aresatisfied or very satisfied with their socialadvertising. They consider it successful orworthy of investment with only a 1%being not satisfied with the impact.(Coolavenues.com, 2013).
Most of the respondents are able torecall social advertisements and sharethem with others (Maheshwari, R., 2013).While looking at this review, a gap hasbeen identified by the researcher. Previousresearches does not identifies the effect ofsocial advertisements on attitude changeof consumer. And so, present study hasbeen conducted to identify that change inattitude and purchase behaviour due tosocial message accompanied in onadvertisement.
To identify the preference of socialadvertisements in terms ofmedium and likings.To measure the effect of socialadvertisements on attitude ofconsumer.To identify the difference createdby social advertisements inpurchase behaviour.
The study used adults of Bhopalcity as participants so as to achieve the setobjectives.
The participants of this studywere 60 adults of Professor's colony,
Tata Tea “Jaagore”
Sample:
Objective
Research Methodology
·
·
·
20July-Sep. 2018
21
®…“�b˜™…… ®…“®……∆∫……
July-Sep. 2018
Bhopal. To select the respondents,purposive sampling method has beenadopted for this study and the researcheridentified approximate sample size ofadults with age group 21-40.
looking at the nature andobjectives of study, descriptive researchdesign and quantitative method was usedby the researcher since it includes surveysand fact-finding inquiries of differentkind. Descriptive research is carried outwith specific objective(s) and hence itresults in definite conclusions. Thisresearch tries to describe the character-istics of the respondents in relation to atype of advertisements, i.e. socialadvertisements. Survey has been usedfrequently with descriptive research tocapture data from the respondents andcome out with conclusion after dataanalysis.
Survey technique has been usedfor primary data collection throughquestionnaire and schedule. Secondarydata was collected from research papers,books, journal, internet and magazines.
The study was confined to BhopalDistrict in Madhya Pradesh. The studywas conducted during the month of April,2018. Both primary and secondary dataare used in this study.
The data collected wad tabulatedand made ready for analysis using SPSS.Since, it was proposed to use quantitativeanalysis; the statistics that are used foranalysing the data were frequency andpercentage distribution. The results havebeen presented in form of graphicalrepresentation for better understanding offindings.
Advertisement are scatteredeverywhere in print, outdoor,digital and ambient mediaplatforms. It is almost impossibleto avoid viewing an advertisementas their prominent presence hasbecome a part of our life. Theresearch revealed the same,hundred percent respondentsconfirmed that they watchadvertisements daily.
When it was asked that on whichmedium respondents watchadvertisements the most, it wasfound that 68% of respondentswatch advertisement mostly ontelevision and 29% prefer to watchit on digital platforms and only 3%prefer reading them fromnewspaper.
Research Design:
Tools and Technique
Data Analysis & GraphicalPresentation
Preference:
Graph 1 Showing AdvertisementViewing Habit:
Graph 2 showing Preferred Medium
Ø
Ø
Graph 3 Showing liking towards Kindof Advertisements
Graph 5 Showing Consumer'sUnderstanding of Message in Social
Advertisements
Graph 6 Showing Influence onAttitude
Ø
Ø
Ø
Ø
Ø
A more specific question wasmade to know which kind ofa d v e r t i s e m e n t s a d u l t s(respondents) like to watch. It wasfound that 38% likes to watchadvertisement having socialmessages, 29% likes to watchhumorous advertisements, 18%like adventurous ads, 9% likea d v e r t i s e m e n t s t h a t h a v eemotional appeal and only 6%likes to watch sales oriented adswhich have direct approach.
Further, the questions wered i r e c t e d t o w a r d s s o c i a ladvertisements, it was asked thatwhenever a social advertisementappear, how frequently theywatch/read it. It was analysed fromthe data that 59% of adults watchsocial advertisements sometimes,17% of adults always likes towatch such advertisements, 15%of them often watch social ads andonly 9% responded that they don'twatch them much and they rarelyspend time in watching social ads.Now, it was further asked to knowtheir opinion that weather social
advertisements should appearmore. It was found that 82% adultsbelieve that social advertisementsshould appear more, 12% of themwere not sure about it and only 6%responded disagreed for itsenhanced appearance.
To measure the effect of socialadvertisements on attitude ofadults, a basic question was askedto know that till what extent theyunderstand the message in a socialadvertisement. It was analysedthat 50% of adults understand themessage completely and 17% ofthem understand it almost. It wasfound that 21% of adultsunderstand it to a very lesserex ten t and 12% of themunderstand it partially.The question was furthered toknow that weather they find suchads relevant or not. From theresponses it was analysed that,52% adults find it relevantsometimes, 45% of them alwaysfind them relevant and only 3% ofadults find them irrelevant.
Attitude:
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A question was made to identifyinfluence of social advertisementson attitude of adults. It wasanalysed from data that, 62%adults has its medium influence,14% are highly influenced, 6% haslow influence and 18% of themeither can't determine it or has noinfluence on their attitude.
When it was asked about learningfrom social advertisements, 62%of adults responded that theysometimes found learning forthemselves through socialmessage. 9% believed that there isalways a point of learning fromsocial ads and 20% responded thatmaximum time there is somelearning in a social ad. On theother hand 9% either can'tdetermine or can't say about anylearning from a social ad.This question was furtherextended and it was asked thatweather adults apply thoselearnings from social ads in reallife or not. It was found that 26% ofadults practically implementsl e a r n i n g f r o m a s o c i a ladvertisements in real life, 59% ofadults implement it sometimes and15% of them either can't sayanything about it or do not imply itin real life.
To understand the role socialadvertisements play in a society, aquestion was asked to knowwhether such ads are foundnecessary for upliftment of societyor not. It was analysed from datathat, 79% adults believe that thiskind of advertisements arenecessary for betterment ofsociety, while only 9% considerthem not necessary for society and12% were not sure about itsimportance.
To identify the effect of socialadvertisements on purchasebehaviour, a question was made toknow what influence people tobuy new product. From dataanalysis, it was found that 62% ofadults adopt a new product onlyafter they personally experiencedit, 17% of adults are influenced bysocial message in ads and try thatproduct and 12% of adults try anew product if it has beenrecommended by family or
Graph 7 Showing Learning andImplication
Graph 8 Showing role of SocialAdvertisement in Society Upliftment
Graph 9 Showing PurchaseBehaviour: - Adopting New Product
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Graph 3 Showing liking towards Kindof Advertisements
Graph 5 Showing Consumer'sUnderstanding of Message in Social
Advertisements
Graph 6 Showing Influence onAttitude
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Ø
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A more specific question wasmade to know which kind ofa d v e r t i s e m e n t s a d u l t s(respondents) like to watch. It wasfound that 38% likes to watchadvertisement having socialmessages, 29% likes to watchhumorous advertisements, 18%like adventurous ads, 9% likea d v e r t i s e m e n t s t h a t h a v eemotional appeal and only 6%likes to watch sales oriented adswhich have direct approach.
Further, the questions wered i r e c t e d t o w a r d s s o c i a ladvertisements, it was asked thatwhenever a social advertisementappear, how frequently theywatch/read it. It was analysed fromthe data that 59% of adults watchsocial advertisements sometimes,17% of adults always likes towatch such advertisements, 15%of them often watch social ads andonly 9% responded that they don'twatch them much and they rarelyspend time in watching social ads.Now, it was further asked to knowtheir opinion that weather social
advertisements should appearmore. It was found that 82% adultsbelieve that social advertisementsshould appear more, 12% of themwere not sure about it and only 6%responded disagreed for itsenhanced appearance.
To measure the effect of socialadvertisements on attitude ofadults, a basic question was askedto know that till what extent theyunderstand the message in a socialadvertisement. It was analysedthat 50% of adults understand themessage completely and 17% ofthem understand it almost. It wasfound that 21% of adultsunderstand it to a very lesserex ten t and 12% of themunderstand it partially.The question was furthered toknow that weather they find suchads relevant or not. From theresponses it was analysed that,52% adults find it relevantsometimes, 45% of them alwaysfind them relevant and only 3% ofadults find them irrelevant.
Attitude:
Ø
Ø
Ø
Ø
Ø
A question was made to identifyinfluence of social advertisementson attitude of adults. It wasanalysed from data that, 62%adults has its medium influence,14% are highly influenced, 6% haslow influence and 18% of themeither can't determine it or has noinfluence on their attitude.
When it was asked about learningfrom social advertisements, 62%of adults responded that theysometimes found learning forthemselves through socialmessage. 9% believed that there isalways a point of learning fromsocial ads and 20% responded thatmaximum time there is somelearning in a social ad. On theother hand 9% either can'tdetermine or can't say about anylearning from a social ad.This question was furtherextended and it was asked thatweather adults apply thoselearnings from social ads in reallife or not. It was found that 26% ofadults practically implementsl e a r n i n g f r o m a s o c i a ladvertisements in real life, 59% ofadults implement it sometimes and15% of them either can't sayanything about it or do not imply itin real life.
To understand the role socialadvertisements play in a society, aquestion was asked to knowwhether such ads are foundnecessary for upliftment of societyor not. It was analysed from datathat, 79% adults believe that thiskind of advertisements arenecessary for betterment ofsociety, while only 9% considerthem not necessary for society and12% were not sure about itsimportance.
To identify the effect of socialadvertisements on purchasebehaviour, a question was made toknow what influence people tobuy new product. From dataanalysis, it was found that 62% ofadults adopt a new product onlyafter they personally experiencedit, 17% of adults are influenced bysocial message in ads and try thatproduct and 12% of adults try anew product if it has beenrecommended by family or
Graph 7 Showing Learning andImplication
Graph 8 Showing role of SocialAdvertisement in Society Upliftment
Graph 9 Showing PurchaseBehaviour: - Adopting New Product
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friends. Only 9% of adults believeon expert advice given in anadvertisement and are persuadedto try that product. Surprisingly, ithas been found that there is noeffect of advertisements featuringcelebrities on purchase behaviourof consumers.It was further asked that to whatextent their purchase behaviour isinfluenced by social ads. Fromdata analysis, 41% adults said thatthey have medium influence ontheir purchase behaviour and 12%were highly influenced. It wasfound that 20% of adults do nothave any influence on theirpurchase behaviour due to socialadvertisements and 9% can'tdetermine their influence.
Afinal question was made to knowthat weather adults preferchoosing a brand taking stand onsocial issues or not. From dataanalysis it was found that, only12% of adults prefer to choose thebrand taking social stand. 56% ofadults responded that theysometimes choose such brandsand 12% said that they neverchoose a brand on the basis ofwhether they take any social standor not.
After this research, it came intolight that out of 100% adults 68%prefer to watch advertisements on
television and 29% on digitalmedia platforms.It is found that out of 100% adults32% likes to watch social ads and82% believe that more socialadvertisements should appear onmedia platforms.It has been identified thatmaximum adults understand themessage comprised in a socialadvertisements and 45% out of100% found such ads relevant.Although study has found thatsuch social ads have mediuminfluence on their attitude as only26% of adults pract ical lyimplement learnings from a socialadvertisements but 79% adultsbelieve that social ads arenecessary for the betterment ofsociety.The research revealed that socialadvertisement has low effect onpurchase behaviour of consumers.It has been found that out of 100%adults only 17% are influenced bysocial advertisement to adopt anew product.There is no co-relation of socialads and purchase decision, thoughsocial messages have their ownimpact but it does not relate topurchase directly. Respondentsmay like the social message andget alarmed or active to theparticular issue but do not connectthe brand value to it.Maximum adults (62%) adopt anew product only after they haveits personal experience. Also, if abrand takes stand on a social issuesit has no significant effect onpurchase behaviour of consumer.
Socia l adver t i sements areattracting many adults, as they can
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Graph 10 Showing preference towardsBrands taking stand on a social issues
FindingsConclusion
correlate with it and found them relevant.There are many issues India facing today,a n d i t s p r e s e n t a t i o n i n s o c i a ladvertisements easily draw attention ofpeople. Although social advertisementsare very much liked but its effect onattitude and purchase behaviour ofconsumer is still facing a crisis. People aremore dependent on personal experience asstudy clearly indicates that maximumadults buy product only after theypersonally experienced it. Despite of loweffect, social advertisements are trendingnow, they are been liked by people andstudy also revealed the same. As peoplecan connect with such ads their recallvalue goes on high end and hence itultimately adds to sales targets also. Thistype of ads are welcomed by society andthey have potential to bring major changesin society for living a better lifestyle.
As social advertisements areh i g h l y a p p r e c i a t e d b y a d u l t s ,organizations should work upongenerating strong social messages that hitsthe target audiences. This will simplyenhance the recall value of a brand andalso work on ground levels for bettermentof society. Some untouched areas of socialissues should also be highlighted underthe umbrella of corporate socialresponsibility, not to earn profitscommercially but to make a strong brandvalue in eyes of consumer.
Social ads have a potential to bringpositive changes in society and so itshould be built creatively to influence allsegments of masses. Issues like globalwarming should appear more inadvertisements to cop-up with the futurechallenges.
Recommendations
24
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July-Sep. 201825
July-Sep. 2018
REFERENCE:1- Adloo.in, (2010), Advertisements with Social Message. Retrieved April 26,
2018, from
2- Aparna, (2009), Indian Social Advertisements; Waking India Up. RetrievedApril 27, 2018, from
3- Bila, Zuzana, (2011), Social Advertising and its role in Today's MarketingCommunications, Bachelor's Thesis, Tomas Bata University in Zlin. RetrievedApril 27, 2018, from
4- Coolavenues.com, (2013), Social Advertising; Its Impact on Society andBusiness. Retrieved April 26, 2018, from
5- Fatima, Samar, (2015), Impact of Advertisement on Buying Behaviours of theconsumers: Study of Cosmetic Industry in Karachi City, International Journal ofManagement Science and Business Research, Vol. 4. Retrieved April 28, 2018,from
6- Ghazal, Farisa, (2016), Effects of Advertisement on Consumer's BuyingBehaviour with References to FMCGs in Southern Punjab-Pakistan, Journal ofMarketing and Consumer Research, Vol. 19. Retrieved April 27, 2018, from
7- Gilliland, Nikki, (2018), Five Brand Campaign that took a stand on Social Issue.
friends. Only 9% of adults believeon expert advice given in anadvertisement and are persuadedto try that product. Surprisingly, ithas been found that there is noeffect of advertisements featuringcelebrities on purchase behaviourof consumers.It was further asked that to whatextent their purchase behaviour isinfluenced by social ads. Fromdata analysis, 41% adults said thatthey have medium influence ontheir purchase behaviour and 12%were highly influenced. It wasfound that 20% of adults do nothave any influence on theirpurchase behaviour due to socialadvertisements and 9% can'tdetermine their influence.
Afinal question was made to knowthat weather adults preferchoosing a brand taking stand onsocial issues or not. From dataanalysis it was found that, only12% of adults prefer to choose thebrand taking social stand. 56% ofadults responded that theysometimes choose such brandsand 12% said that they neverchoose a brand on the basis ofwhether they take any social standor not.
After this research, it came intolight that out of 100% adults 68%prefer to watch advertisements on
television and 29% on digitalmedia platforms.It is found that out of 100% adults32% likes to watch social ads and82% believe that more socialadvertisements should appear onmedia platforms.It has been identified thatmaximum adults understand themessage comprised in a socialadvertisements and 45% out of100% found such ads relevant.Although study has found thatsuch social ads have mediuminfluence on their attitude as only26% of adults pract ical lyimplement learnings from a socialadvertisements but 79% adultsbelieve that social ads arenecessary for the betterment ofsociety.The research revealed that socialadvertisement has low effect onpurchase behaviour of consumers.It has been found that out of 100%adults only 17% are influenced bysocial advertisement to adopt anew product.There is no co-relation of socialads and purchase decision, thoughsocial messages have their ownimpact but it does not relate topurchase directly. Respondentsmay like the social message andget alarmed or active to theparticular issue but do not connectthe brand value to it.Maximum adults (62%) adopt anew product only after they haveits personal experience. Also, if abrand takes stand on a social issuesit has no significant effect onpurchase behaviour of consumer.
Socia l adver t i sements areattracting many adults, as they can
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Graph 10 Showing preference towardsBrands taking stand on a social issues
FindingsConclusion
correlate with it and found them relevant.There are many issues India facing today,a n d i t s p r e s e n t a t i o n i n s o c i a ladvertisements easily draw attention ofpeople. Although social advertisementsare very much liked but its effect onattitude and purchase behaviour ofconsumer is still facing a crisis. People aremore dependent on personal experience asstudy clearly indicates that maximumadults buy product only after theypersonally experienced it. Despite of loweffect, social advertisements are trendingnow, they are been liked by people andstudy also revealed the same. As peoplecan connect with such ads their recallvalue goes on high end and hence itultimately adds to sales targets also. Thistype of ads are welcomed by society andthey have potential to bring major changesin society for living a better lifestyle.
As social advertisements areh i g h l y a p p r e c i a t e d b y a d u l t s ,organizations should work upongenerating strong social messages that hitsthe target audiences. This will simplyenhance the recall value of a brand andalso work on ground levels for bettermentof society. Some untouched areas of socialissues should also be highlighted underthe umbrella of corporate socialresponsibility, not to earn profitscommercially but to make a strong brandvalue in eyes of consumer.
Social ads have a potential to bringpositive changes in society and so itshould be built creatively to influence allsegments of masses. Issues like globalwarming should appear more inadvertisements to cop-up with the futurechallenges.
Recommendations
24July-Sep. 2018
25
®…“�b˜™…… ®…“®……∆∫……
July-Sep. 2018
REFERENCE:1- Adloo.in, (2010), Advertisements with Social Message. Retrieved April 26,
2018, from
2- Aparna, (2009), Indian Social Advertisements; Waking India Up. RetrievedApril 27, 2018, from
3- Bila, Zuzana, (2011), Social Advertising and its role in Today's MarketingCommunications, Bachelor's Thesis, Tomas Bata University in Zlin. RetrievedApril 27, 2018, from
4- Coolavenues.com, (2013), Social Advertising; Its Impact on Society andBusiness. Retrieved April 26, 2018, from
5- Fatima, Samar, (2015), Impact of Advertisement on Buying Behaviours of theconsumers: Study of Cosmetic Industry in Karachi City, International Journal ofManagement Science and Business Research, Vol. 4. Retrieved April 28, 2018,from
6- Ghazal, Farisa, (2016), Effects of Advertisement on Consumer's BuyingBehaviour with References to FMCGs in Southern Punjab-Pakistan, Journal ofMarketing and Consumer Research, Vol. 19. Retrieved April 27, 2018, from
7- Gilliland, Nikki, (2018), Five Brand Campaign that took a stand on Social Issue.
8- Giri, Sushil, (2016), Impact of Social Advertisements on Indian Society.Retrieved April 26, 2018, from
9- Jethwaney, Jaishri and Jain, Shruti, (2006), Advertising Management. India:Oxford University Press.
10- Kumar, Ranjit, (2011), Research Methodology. New Delhi: SAGE Publications.11- Maheshwari, R., (2013), A Study on the preference of Social Advertising among
the Adults in Erode, Asia Pacific Journal of Marketing and Management Review,Vol. 2. Retrieved April 26, from
12- Mohr, Lois A., (2005), The Effects of Corporate Social Responsibility and Priceon Consumer Responses, The Journal of Consumer Affairs. Retrieved April 26,2018, from
13- Rahman, Azera Parveen, (2016), Are Indian Ads coming of Age with SocialMessages? Retrieved April 27, 2018, from
14- Wimmer, Roger D and Dominik Joseph R., (2012), Mass Media Research; anIntroduction. United Kingdom: Wadsworth Cengage Learning.
r Assistant Professor, MCNUJC, Noida Campus, Noida (U.P.)
Maternal Health has always been amatter of primary concern for the health ofwomen in society. It comes under theprimary health indicators to analyze thereal situation of overall health careservices run by government and nongovernment organizations. To makeimprovement in maternal health is one themost important millennium developmentgoals of United Nations. As per the dataconfirmed by WHO, UNICEF, UNFPAand the World Bank 3,58,000 maternaldeaths took place across the globe in2008. In the total numbers of maternaldeaths developing countries cover 99% ofdeaths and Indian stands on top with
63,000 deaths.In the year 2009, maternal
mortality ratio (MMR) in India was 212maternal deaths on every 100,000 livebirths. Madhya Pradesh state of India with269 maternal deaths on every 100,000 livebirths was among the states with highestMMR in the country. Some of the keyreasons behind the high MMR in the stateare low literacy levels among population,difficult geographic terrain in some partsof the state, inadequate availability andlower levels of utilization of emergencyobstetric care services along with lowerlevels of utilization of antenatal care, safedelivery and postnatal care services.
Abstract
Keywords: Maternal health, communication strategy, Madhya Pradesh,
compatibility, TV, Radio, outdoor.
r Dr. Meeta Ujjain
COMPATIBILITY OF DIFFERENTCOMMUNICATION TOOLS IN CREATING
IMPACT TO THE AUDIENCE
Maternal Health has always been a matter of primary concern for thehealth of women in society. It comes under the primary healthindicators to analyze the real situation of overall health care servicesrun by government and non government organizations .In the year2009, maternal mortality ratio (MMR) in India was 212 maternaldeaths on every 100,000 live births. Madhya Pradesh state of India with269 maternal deaths on every 100,000 live births was among the stateswith highest MMR in the country. To improve the condition of maternalhealth and overall situation government of Madhya pradesh hasestablish specialized department and has been using different tools andtechniques of communication. Various programmes have beenlaunched pertaining women's and neonatal care. The focus of theseinitiatives is to make people not only aware about the problems but alsoto change their attitude towards maternal health.The purpose of this paper is about to know about the compatibility ofdifferent tools using for communication among the target audience andwhat are the challenges in executing the message .The research designis exploratory in nature and methodology is survey.
