Effectiveness of Social Advertisements on Attitudes & Practices
Arcot Purna Prasad1, Gadda Vijaya Kumar2
1Arcot Purna Prasad, Associate Professor in Institute of Management, Christ University (Deemed to be University), Bangalore, Karnataka.
2Dr.G.Vijaya Kumar, Associate Professor in the Department of Management Studies, Rajeev Gandhi Memorial College of Engineering & Technology, (Autonomus) Nandyala, AP.
Manuscript received on October 12, 2019. | Revised Manuscript received on 22 October, 2019. | Manuscript published on November 10, 2019. | PP: 2464-2468 | Volume-9 Issue-1, November 2019. | Retrieval Number: A4596119119/2019©BEIESP | DOI: 10.35940/ijitee.A4596.119119
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Social Advertisements is an influential device for social change. Social advertising is a process of changes in the behaviour is to be positive for promoting social issues through marketing and advertising principles From Social advertising change in behaviour to the individual targeted groups, make them to accept with a behaviour of new-fangled, discard a old behaviour, amend a present behaviour. Social advertising intends to confines targeted customers who wants to change, mutate or reject certain practices such as smoking, drinking, etc. and stimulate them to carry out socially desirable actions. We can see that organizations like UNICEF, UNESCO have used Social advertising for various purposes and with various degrees of success all across the world. Social Advertising and marketing is increasingly common in UK, USA, Australia, Canada and Scandinavian countries, where fundraising and collaboration between companies and NGOs happen almost every day. In a country like India which is faced with a multitude of problems we can reap huge benefits from the proper usage of social advertisements. Attitude and practices are interlinked. Actions are based on thoughts, Practices are based on Attitudes, The people who are having favourable attitudes and they are having favourable practices. The consequences of both primary & secondary data are related to each other which determine that the attitude and practices are interweaved to each other. Therefore the study deduces that there is association between the attitude and practices of health and hygiene. A sample size of 275 was considered and stratified random sampling technique was adopted for this uni-dimensional study which has been carried out with emphasis upon three major demographic variablesDistrict, Area and Gender. Considering these variables as strata, a sample was collected from the respondents belonging to the different established strata in the form of questionnaires. Questionnaires were developed in consultation with experts which are having high reliability scores. After the collection of data, the data was subjected to both descriptive and inferential statistical analysis based on the hypotheses formulated using SPSS (version 22.0). The inference of the study was that people who were regularly exposed to social advertisements gained a high level of awareness about health &hygiene, and developed favourable attitude and practices through attitude and practices.
Keywords: Social Advertisements, Health, Hygiene
Scope of the Article: Healthcare Informatics