Effectiveness of Social Advertisement Campaigns for Societal Improvement

Abstract

This paper is an attempt to measure the Effectiveness of Social Advertisement Campaigns for Societal Improvement. The Government of India is currently running number of Social Advertisement Campaign which is a Government initiative for the Societal Improvement. The objective here is to divide the effectiveness into three parts i.e. awareness, perception and attitude. Responses have been filled through the help of questionnaire which has equal questions from each of these three segments. The study is conducted to know the awareness level of youth towards the Social Advertisement Campaigns, perception and attitude of youth towards the social advertisement that are run by the Government of India. Top 10 social advertisements which are mostly viewed by the people has been chosen through the pilot study conducted on 25 social advertisement campaigns running in Punjab by the government of India. The study is grounded on primary and secondary data.