Public Service Advertising Campaigns (Impact & Analysis)

Social advertisements are quite popular these days. However, the effectiveness is debatable. This book will help to understand the effectiveness of public service advertisements with special reference to Indian metropolitan cities and big cities. To build this better, an introduction of advertising, its utility, limitations and principles have been explained in detail. The nature, size and composition of Indian advertising industry is also covered to establish the relevance. Multiple social advertisements are explained with illustrations. Past related research works has also been discussed in chronological order.
The book covers how a detailed research was conducted through the well-structured questionnaire to cover the interpretations and collect the data and information relating to different social advertisements from the respondents aged between 21 to 40 yearsresiding at Delhi, Ahmedabad, Jaipur and Jodhpur.
The information was collected and analyzed forkey social advertisements which are popular and can’t be missed, such as Pulse Polio Abhiyan, Digital India, Swachh Bharat, BetiBachaoBetiPadhao, Sarva Shiksha Abhiyan and Make in India campaigns. The effectiveness of each social advertisement was ascertained on five aspects namely viewership, message recall, convincingness, execution of advertisement message and recommendation of advertisement message.
The book elaborate data about effectiveness of different media channels namely newspaper, magazine, television, hoarding, radio & FM, pamphlet and internet which was also collected and analyzed relating to these social advertisements. The type of advertisement of these social messages was also studied to understandwhich types of advertisements has been more effective.