Impact of Social Advertisement On Indian Society

IMPACT OF SOCIAL ADVERTISMENT
SUMMER INTERNSHIP PROJECT
aChapter 1:- Basic About Advertisements
1.1 What Is Advertisement?
Advertisement means to attract and promote a product or service. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Advertising is a communication whose purpose is to inform potential customers about products and services and how to obtain and use them. Many advertisements are also designed to generate increased consumption of those products and services through the creation and reinforcement of a company's image and customer loyalty. For these purposes advertisements often contain both factual information and persuasive messages. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, video games, the Internet, and billboards. Advertising is often placed by an advertising agency on behalf of advertisement. Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, on the sides of buses, heard in telephone hold messages and in-store public address systems. Advertisements are usually placed anywhere an audience can easily and/or frequently access visuals and/or audio and print. The term advertising is derived from the original Latin word advert ere which means to turn the attention. Every piece of advertising turns the attention of the reader or the listeners or the viewers or the onlookers towards a product or a service or an idea. According to the New Encyclopedias Britannica, Advertising is a form of communication intended to promote the sale of a product or service to influence the public opinion to gain political support or to advance a particular cause. Our research paper deals with children in the age group of 5 -15 years which is now forming the new segment for the marketing companies. Advertisement is the major source of marketing the product. So Companies spend huge amount of money to promote their product in the competitive environment. Advertising in print media grew 14.7% in 2004 compared to TV ad growth of 13%.
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During January-December 2004, ad spend in press accounted for 46% of the total advertising pie of Rs 11,800 crore followed by TV at 41%, outdoor 7%, cinema 3%, radio 2% and internet 0.5%.According to the new "India Media Market 2007" report from Her net Ventures, the Indian media market is expected to grow from revenues of $9.2 billion in 2007 to $17 billion by 2012.That converts to an estimated INR415.4 billion in 2007 rising to INR766 billion in 2012, with a compound annual growth rate (CAGR) of 13%. Accounting for 43% of total ad spending, newspapers are the largest advertising channel in India, followed by television, at 35% of the total, with the other media channels far behind. Online advertising currently accounts for only 3%of total spending. Internet, another important source of enriching knowledge for children which also became a medium for marketing their product as this is the major time spent area after media. The concept of online marketing was introduced & products are sponsored on frequently visited sites & some odd ways like Pop Ups. This leads the buyer (children in this case) to a new world of market &sometimes even to pornographic material at the adolescent age. Now the child is attracted to the product advertised which are designed strategically and thus become the new segment for the marketing company. Although internet marketing is still evolving in India, it is better we wake up to this future problem and take some steps in that direction. Since we are more diverted towards looking at the negative impact, let us not forget the positive ones created on the minds of children. Social advertising is a very good example of positive advertising. The objective of social advertising is to change public attitude and behavior and stimulate positive change. The polio ad campaign coincided with the immunization of additional six million children at the polio booths across the state between November 2002 and February2003. A research study in UP commissioned by Unicef found that more than 94 percent of respondents reported that they came to the polio booth after seeing the spots on television which was endorsed by celebrities like Amitabh Bachhan, Shahrukh Khan, Sachin Tendulkar & Jaya Bachhan . Around 112 cases has been reported in the year 2003 compared to 1600 cases in the year 2002. A Unicef-supported television and radio campaign won a silver medal at this years EFFIE Awards given by the advertising industry. Similarly advertisements of iodized salt generate the awareness among people to buy it, which avoids the prevalence of Goiter .Advertisement is non public good services , ideas, organizations, people, and places,
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through means such as direct mail, telephone, print, radio, television, and internet. An integral part of marketing, advertisements are public notices designed to inform and motivate. Their objective is to change the thinking pattern (or buying behavior) of the recipient, so that he or she is persuaded to take the action desired by the advertiser. When aired on radio or television, an advertisement is called a commercial. According to the Canadian-US advertising pioneer, John E.Kennedt (18641928), advertisements sales man ship in print
1.2 Types Of Advertising (A)

Print Advertising- Newspapers, Magazines, Brochures, Fliers
The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which use media quality paper.
(B)Outdoor advertising, bill boards, kiosks, trade shows and events

Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passersby. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company's products. Organizing several events or sponsoring those makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with
their field. For instance companies that manufactures sports utilities can sponsor a sports tournament advertise its products.
(C) Broadcasting-Television, Radio and Internet

Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles.
(D)Covert Advertising Advertising In Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand is incworporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly (or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise's phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.
(E)Surrogate Advertising Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.
(F)Public service advertising advertising for social causes

Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Ogilvy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause. Ogilvy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel.
(G)Celebrity advertising
Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements
1.3 Purpose Of Advertisement

Purpose of advertising is to help increase the demand for goods and services by the consumers. Other forms of advertising are aimed at raising awareness or informing the population of new developments in the socio-economic arena. Advertising is known to be effective when combined with other marketing tools. The most obvious purpose of advertising a product is informing people. Through advertising, established businesses can announce new and existing products or services they are trying to sell.
1.4The effects of advertising on society

To a certain extent advertising has both positive and negative effects on society. Advertisements both promote prosperity and also are propaganda. Advertising can affect people by making them donate, smoke cigarettes ,and "reinforce racial, cultural, and sexual stereotypes .Advertisements try to get consumers to follow what they are advertising or buy a product, sometimes through the use of subliminal messages, celebrity endorsements, or obvious signs. People in society are influenced by most advertisements they see and either buy what they see or talk about what they saw to other people. Advertising has a positive effect on society in some ways as it promotes prosperity. In the American Red Cross poster the band aids are a symbol of how easy it is to donate blood and how painless it is. Donating blood saves lives, and at the cost of a wound that will heal in a day, anyone could do this to help save a life. Advertising also "tells us about important issues such as the benefits of seatbelt use Wearing seat belts has saved the lives of many people. Advertising helps to promote awareness of health and safety issues. Advertising has had a positive effect on me when I donated to the Haiti Relief Fund. Advertising has negative effects on society as it is propaganda. Smoking advertisements have "promoted the continued social acceptability and encouraged the incorrect belief that the majority of people smoke". People who smoke may have seen a smoking ad that made it appear as everyone smokes, so they feel they need to fit in and start to smoke. Advertising also has made people become more "worried about dandruff... embarrassed by teeth that weren't blinding white, toilets that didn't smell fresh" Ads have made people become paranoid about their looks and how their material objects appear to others. Advertising has had a negative effect on me when I wasted my money on The Perfect Pull Up, the ads showed that they were specially designed exercises, but they weren't. Advertising can help to save lives, but can also create false images in a consumers mind, making them buy material things that aren't necessities to their life. Society is influenced y every ad that is shown and it helps and ruins society at the same time. When society is influenced by an
ad they can promote something for good, such as the Red Cross or they can help to promote corporations that just want to make money, such as Wal-Mart.
Sources can be found at link below.
1.5 Advertisement Sector In World

A Brief history of world of advertisement
Histories of advertising start later, in the mid-19th century. The first display case in Robert Opies museum covers the Victorian era. The advertising group published, internally, a book of groundbreaking ads from throughout history it was called Born in 1842. A hunt for the earliest ad in The Creative Directors Source Book (compiled in 1988 by Nick Souter and Stuart Newman) unearths a newspaper advertisement from 1849. (Bizarrely, it is for a new method of measuring top thus accurately determining our cap size.) Everyone agrees, then, that advertising got into its stride with the industrial revolution aided and abetted by the rise of the newspaper as a mass medium. Advances in technology meant consumer goods could be produced and packaged on a previously undreamed-of scale. This glut of food, clothing, soap and forth, encouraged manufacturers who had previously been confined to done business in their backyards to seek far-flung new markets. Some of them established chains of retail outlets. Others distributed their wares through wholesalers and intermediary retailers. In order to blaze the names and virtues of their products into the memories of consumers they branded their goods and began to advertise them. In Britain, one of the most prominent clients of the day was A&F Pears, makers of Pears Soap. The companys success was assured by prototype adman Thomas J. Barrett, who joined the firm in 1862. As well as securing one of the first celebrity endorsements from Lillie Langtry, actress, courtesan and mistress of the Prince of Wales Barrett convinced the popular artist Sir John Everett Millais to sell him a painting of a young boy gazing at rising soap bubbles. Not only that, but he persuaded Millais to add a bar of Pears soap to the scene. Queasily sentimental, Bubbles became one of the earliest advertising icons, and set the tone for a highly successful campaign.
In his 1984 book A Complete Guide to Advertising, Torin Douglas recounts: Firms such as Cadbury and Fry started packaging their products, not simply to protect them and preserve their quality, but also to establish their quality by the use of the companys own name. Instead of leaving it to the retailer to determine which companys products a customer would buy, they began to build their own relationship with the customer. As Douglas points out, the essential argument for advertising was established right here. By advertising their products to the public, manufacturers were able to boost sales dramatically. Since that also increased the retailers t urnover, both sides of the business benefited. So too did the customers, since they had a wider choice of brands and a stronger guarantee of the quality of thegoods.Meanwhile, the same technology that had powered the industrial revolution was overhauling the printing industry, making newspapers far cheaper to produce and to buy. From being precious items gingerly passed from reader to reader, they became suddenly accessible to everyone. Magazines, particularly those aimed at women, also became more commonplace and affordable. Douglas highlights two other crucial factors in the rise of British advertising. The Education Act of 1870 in Britain provided elementary education for all, and this, combined with the abolition of the tax on newspapers that had taken place 15 years before, led to a huge increase in the numbers of newspapers produced and sold. For the first time, advertisers had a mass-circulation press in which promote their goods. At the risk of returning too often to France, its worth touching here on another medium, the poster, which across the Channel was about to enter a golden age. (The Creative Directors Source Book, by the way, tells us that the word poster derives from the wooden roadside posts to which advertising messages were often attached.) In 1870s Paris the printing house Chaix and the artist Jules Chret were taking advantage of the development of lithography which allowed for richer colors and larger print-runs to produce groundbreaking posters for the Folies-Bergre cabaret. These bright, vivacious advertisements were so popular that the high-kicking girls depicted on them became known as cherettes. Chrets images were complemented by Henri de Toulouse -Lautrecs equally vibrant work for the rival Moulin Rouge nightspot. Known as The Spirit of Montmartre, the nocturnal painter was the natural choice for capturing the debauched appeal of a Parisian cabaret.
Simple yet evocative, the posters took their unlikely cue from Japanese art, which Lautrec admired. Another towering talent of the era was the inimitable Alphonse Much a. Born in Moravia (in the modern-day Czech Republic), much as was the archetypal struggling artist in Paris until he was commissioned to come up with a poster for Sarah Bernhardts play, Gismonda, over the Christmas holidays. (Legend has it that he got the commission because he was the only painter left in town.) The result was the first of the gloriously intricate images not only for the theatre, but for brands such as Moet & Chandon champagne and Lefebvre Utile biscuits that brought the Art Nouveau style to advertising and fame and fortune too much a. throughout history, art and advertising have often dovetailed in the French capital. On the other side of the Atlantic, advertising was off to a more rambunctious start. Among the earliest goods advertised on a national scale in the United States were patent medicines. Familiar today via a stock character in Western movies the quack doctor who stands on a crate in a dusty frontier town, extolling the virtues of his dubious potions they generated profit margins that left plenty of room for advertising expenditure. As Stephen Fox recounts in his book The Mirror Makers (1984) a superlative account of American advertising history up until the 1970s these were the first products to aim directly at the consumer with vivid, psychologically clever sales pitches, the first to show for better or for worse the latent power of advertising. Unfortunately, the American public began to associate patent medicines with advertising, to the detriment of both. Established artists to design posters for their brands, in the United States at the beginning of the 20th century a new generation of illustrators working on a commercial basis began to emerge. The images they created were accessible yet compelling. For the first time, advertising was to have a major impact on popular culture. This history of advertising technique chronicles the movement from face-to-face selling messages to the stilted, repetitive, printed advertisements of early newspapers to the dynamism of mass communication by radio and television to the re-personalization of messages via cable, Internet, and direct mail.
It is a story of sellers struggling to find the best means to attract buyers, and a parallel story of the public's reception, resistance, amusement, and annoyance. Newspapers were scarce the first in America were published around 1700 and the ads they carried were few, often reappearing from issue to issue, and tended to carry messages in the form "Just Imported A Variety of Goods." These ads contained few illustrations and seldom mentioned price. A brand were still unknown .The advertisement names the things available from Mr. Graham but lacks the hyperbolic adjectives and brand names that would come later. This was an age when rum was rum, sugar was sugar, and pepper was pepper. Branding began a hundred or so years later when manufacturers began stamping their names into the products like bars of soap, crackers, and other manufactured goods. And it would be well into the 20th century before marketers took the further step of placing brand names on such things as bananas, meat, and water. When branding did emerge as a part of marketing, it opened the door for a new kind of advertising arguing not simply the virtues of the commodity itself but also for a particular brand. Modern ads speak of Bacardi rum, Grandma's molasses, Hershey's chocolate, Cannon Mills cotton products, McCormick ginger, and Sauer's pepper. They extol the virtues of the named brand, sometimes even comparing it specifically with the competition. The Age of the Newspaper
James Gordon Bennett, publisher of the New York Herald from 1835 to 1867, is one of the most flamboyant characters in the history of American mass media. Born into an already wealthy family, he made another fortune selling newspapers. Bennett's approach was as ingenious as it was insistent. He latched onto the idea of raising the cost of advertisements to lower the cost of newspapers, a practice that continues into the present. He put an end to the seemingly endless repetition of ads from issue to issue that had characterized American newspapers from the colonial period well into the 19th century Advertising Agents Come on the Scene
As America recovered from the Civil War (1861-1865), commerce and newspapers once again took their place in the fabric of society. In the 1860s and 1870s, the forerunners of modern
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advertising agents came on the scene. First offering to physically take ads from the shops of busy tradesmen to the offices of newspaper publishers, ad men provided a service that business found desirable. Two of the earliest agencies were N. W. Ayer in Philadelphia and J. Walter Thompson. It was a short step from media placement to another service that indeed marked the beginnings of modern advertising. The agents offered to write the copy that would be placed in newspapers. By the turn of the 20th century, several advertising agencies had set up business in cities across America, marking the beginnings of a shift away from direct sales techniques to mass-communicated advertising
The Birth of the Slogan
Advertisements consisting of a central catchy phrase or slogan became the mode in the 1890s. Kodak advertised its camera with the phrase: "You Press the Button, We Do the Rest" in 1891. Other famous slogans that were used during this period were "Absolutely Pure" for Royal Baking Powder, "Eat H-O" for Hornbys Oatmeal and 99 and 44/100% Pure for Ivory Soap.
The use of slogans as the focus of poster and newspaper advertising represented a break with the earlier technique of using long, wordy copy to explain the product and why the consumer should purchase it. Slogans focused instead on a single big idea expressed in the form of a memorable phrase, and ads using them often did not give "reasons why" to consumers. Nonetheless, "Do You Know Uneeda Biscuit?" sold crackers quite well.
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The Emergence of Brands
Throughout most of the 19th century, customers took their own containers to stores where they bought generic sugar, rice, coffee, molasses, salt, and other products. The advent of packaged goods a box of salt, a bag of rice, and a pound of coffee with a brand name on it changed marketing forever. Rice was no longer just rice, and coffee wasn't just coffee. Proctor & Gamble, perhaps the world's best known maker of package goods, began selling Ivory Soap in 1879. Soon Uneeda Biscuit, Campbell's Soup, Quaker Oats, Royal Baking Powder, and Lipton Tea were on the shelves as well What exactly is a brand? Marketers tell us that brands have material markers names, logos, and unique packaging and designs. But beyond these essential physical attributes, over time a brand acquires a history, a reputation, and a meaning to consumers. In other words, it takes on a "personality." As brands emerged in the late 1800s in America, advertising played a significant role in imbuing commodities with specific meanings. Ivory soap was no longer called "white soap" but had its own name. It had a distinctive appearance, logo, and package design that hasn't changed much over the years. Other soaps and cleaning products were also some of the earliest successful brands. Pears' soap, a competitor to Ivory, was promoted with romantic images of perfect people in a dreamy world Today, advertising is largely the business of promoting brands. On some few occasions, advertisements introduce a new brand. Most of the time, however, contemporary advertising promotes an established brand by encouraging loyalty among current users and attempting to persuade those who aren't users switch brands. The Origins of the Consumer Movement
Around the turn of the 20th century, public dissatisfaction with quackery and unregulated advertising increased. Letters to the editors of magazines and newspapers and occasional articles challenged the false promises directly and called for regulation and change in marketing practices Several popular books also called attention to advertising and marketing excesses.
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Vance Packard's The Hidden Persuaders (1957) alerted the public to "secret" motivational and psychological techniques used by advertisers. Ralph Nader's Unsafe at Any Speed (1965) took on the automobile industry and is frequently credited with having led to several significant design changes and regulations. More recently, exposs by Michael Moore (such as the film Roger and Me, released in 1989), the magazine Adbusters (which began publishing in 1989), and Naomi Klein's No Logo (2000) have continued to voice concerns about advertising, marketing, and large Television and Commercials
Commercial television developed after World War II. By the late 1940s, cities like New York, Chicago, and Los Angeles had functioning local television stations. By the early 1950s, three major networks (NBC, CBS, and ABC) supplied national programming. Most early broadcasts were live, in black-and-white, and aired only a few hours each night. It was not long, however, before TV antennas sprung up all over America. The country was fascinated with the new medium, although early television was often little more than "radio with pictures." Talking heads delivered the news with little on-the-scene reporting. Variety and quiz shows as well as many dramatic performances typically took place before live studio audiences. National commercials with high production values advertised widely-distributed products while local commercials were generally low-budget operations. Reception was often poor. Even passing cars and household appliances generated static on early TV sets. Despite all this, the magic of TV was entertainment on a scale unknown before
1.6 Advertisement in India

The dawn of Indian Advertising marked its beginning when hawkers called out their wares right from the days when cities and markets first began. It was then that the signage, the trademarks, the press ads and the likes evolved. Concrete advertising history began with classified advertising. Ads started appearing for the first time in print in Hickeys Bengal Gazette which was Indias first newspaper. Studios mark the beginning of advertising created in India as opposed to being imported from England. Studios were set up for bold type, ornate fonts, fancier, larger ads. Newspaper studios trained the first generation of visualizes and illustrators.
Major advertisers during that time were retailers like Spencers, Army & Navy and White away and Laidlaw. Retailers catalogues that were used as marketing promotions provided early example. Patent medicines: The first brand as we know them today was a category of advertisers. Horlicks becomes the first malted milk to be patented in1883. B Dattaram and Co. claims to be the oldest existing Indian agency in Mumbai which was started in 1902. Later, Indian ad agencies were slowly established and they started entering foreign owned ad agencies. Ogilvy and Mater and Hindustan Thompson Associate agencies were formed in the early 1920s. In 1939, Levers advertising department launched Dalda the first major example of a brand and a marketing campaign specifically developed for India. In the 1950s, various advertising associations were set up to safeguard the interests of various advertisers in the industry. In 1967, the first commercial was aired on Vivid Bharati and later in 1978; the first television commercial was seen. Various companies now started advertising on television and sponsoring various shows including hum log and Yeh Jo Hai Zindagi. In 1986, Mudra Communications created Indias first folk -history TV serial Bunyan which was aired on Door darshan; it became the first of the mega soaps in the country. Later in 1991, First India-targeted satellite channel, Zee TV started its broadcast. 1995 saw a great boom in media boom with the growth of cable and satellite and increase of titles in the print medium. This decade also saw the growth of public relations and events and other new promotions that various companies and ad agencies introduced. Advertising specific websites were born, one of them being agency fans now known as afaqs. Advertising expenditure in the 1950s was estimated at $US 300,000. Under the more socialist political environment of the 1960s and 1970s there was little incentive for companies to advertise because advertising was not tax deductible. In the 1970s there was a 58% growth in the number of registered agencies from 106 in 1969 to 168 in 1979, and this included a growth in Indian agencies. The first advertising appeared on state television in 1976. With the opening of the economy in the 1980s there was a growth in the number of alliances with multinational agencies and an expansion in advertising though foreign network participation in agency ownership was limited. In 1987 Hindustan Thompson was affiliated to J. Walter Thompson. Lintas, the 2nd ranking agency, held only 4% of its subsidiary, as did Ogilvie and Mather. Saatchi and Saatchi/Compton had minority interests in Compton as did Lintas.
A study done in 1984 of the largest companies in India found that the ratio of advertising expenditure to sales had risen from .64 in 1976, to .71 in 1980 to .74 in 1984. Foreign controlled corporations had the dominant share of total advertising expenditure, and 80% of these were in the consumer goods sectors. Advertising was very concentrated with the top 50 advertisers accounting for 80% of the advertising spending and the top 10 advertisers made up 40% of that figure, 32% of the total. The largest advertiser throughout the period was Hindustan Lever which was nearly 10% of the advertising budget of the corporate sector companies. Pharmaceutical companies were also significant advertisers at this time.
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Chapter 2:- About Social Advertisement

2.1 About Social Advertisement
Social advertising is a process for influencing human behavior on a large scale, using marketing Principles for the purpose of societal benefit rather than for commercial profit (Bill Smith 1999). It's about applying marketing and advertising principles to promote health and social issues and bringing about positive behavior change.
2.2 Social Advertisements Is Necessary

Nowadays we find a lot of advertisements with a social message i.e. conveying a social message of creating awareness among the masses of India about key issues which are of prime importance and act as a democratic right to the common man. These social advertisements operate as Corporate Social Responsibility (CSR) activity for corporate (Aparna 2009). From organizations perspective, in pure sense, it is a differentiation to build a brand image. Since, majority of the products have close substitutes it is not enough if products alone are marketed. It is the responsibility of the corporate, to do more for the country where they have made their foot stronger. From societys perspective, India needs to undergo changes in various aspects. From education to business, from worker to politicians, from agriculture to refineries, changes are needed. It is time to put a full stop for bribe and corruption. As Change is the need of the hour, advertisements can join hands to build a better basement for India.
2.3 Why Private Company Using Social Advertisement?
Most of the private company using social advertisement and messages to promote their goods and service like Save Trees from Idea Cellular, Save Water from Shakti Masala, Parliamentary Behavior from the Hindu, School renovation from Kalyan Jewelers, Lead India from Times of India, Jaago Re from Tata Tea, Gay Rights/ Responsible Journalism/ Stop the Panic by Hindustan Times Ad campaign .Why these companies are doing this type of advertisement to sell their product or for branding or this is only the part of their corporate social responsibility. But mostly these companies also get some type of tangible or intangible benefits from these ad campaigns.
2.4 Why Does Government Use Social Advertisement?

In India, every year, the government organized so many ad campaigns like social
freedom advertisement, aids awareness, save tiger, goli ke hamjoli, save the girl child, teach India, save water, eye donation, pulse polio, respect your national anthem etc. government do these type of advertisement for making general awareness, to motivate people for social change, to reduce waste, to maintain resources etc. Government spends so much on this advertisement campaign and in return what government get? to get the result of the impact of ad campaigns and to see what is the impact on society, which factor make campaigns successful and what are the success ratio of government complain and private campaigns advertises in radio, TV and newspaper to get their children Polio vaccination if they are between zero to five years. The success rate has been over 80 %. Again, without commercials, this would not have been possible. Thus, advertising played a crucial role in the success of Pulse Polio campaign. Advertising can also be used to generate awareness among public that which product they use and to which product they can say no. It can also be used to educate people about certain diseases or danger (example: - AIDS, TB, viral diseases, etc.). Even the backward people are now aware of many diseases and their problems. And all these credits go to proper social advertising
2.5 Social Advertisement And Different Promotional Tools (Radio TV Billboards News Paper)
Anywhere a person looks, he will always see some form of advertisement. In fact, billboards, posters, fliers, and other print media are visible almost everywhere. Basically, all these promotional materials aim to inform people about the existence of a certain product or service. In addition to that, promotional materials like posters and billboards seek to communicate a message to society. They are the best barometer to judge the nature of the society and keep us up to date with the changing trends. Commercials provide general awareness and valuable information about the goods and services available to the consumer. Ads are powerful means of communication during crisis and aid in solving social issues. They are the quickest means of communication between the government and the common people.
In India, every year, the government advertises in radio, TV and newspaper to get their children Polio vaccination if they are between zeros to five years. The success rate has been over 80 %. Again, without commercials, this would not have been possible. Thus, advertising played a crucial role in the success of Pulse Polio campaign. Advertising can also be used to generate awareness among public that which product they use and to which product they can say no. It can also be used to educate people about certain diseases or danger (example: - AIDS, TB, viral diseases, etc.). Even the backward people are now aware of many diseases and their problems. And all these credits goes to proper advertising. Advertising can also be used to inform public about social events like concerts and performances. Charities can use media to advertise about the illnesses and encourage people for donations. Social organizations and NGO's can use the mean of advertisement for promoting their campaigns. Seeking help through advertisement during epidemics or natural calamities can help a lot. There are also various blames that advertising is causing negative social impact on lives. Even if advertising has a vast good impacts on society, it can be ruled out that is has bad impact also. It plays with the emotions of general public and encourages them to think that buying and depleting are the activities of life. Advertising posters of modern films, where sexuality is shown much than the actual theme of the movie, can divert the society a lot. Materialism is being much glorified through advertisements, which can again have dangerous consequences Society is becoming ignorant towards social or world issues because we are too obsessed to satisfy our newly created needs. We want to earn more and more money so that we can buy happiness in forms of products, being advertised as they can bring all the happiness in our lives. We are starving for material goals, because we always just want to have more. So, we can say that advertising has positive as well as negative impact on society. The balance, of what is necessary and what really not needed should be focused more. Advertisement can create contentment but can also simultaneously create discontentment. Our society and the marketing of products depend so badly on advertisement that even its negative impact on society cant outweigh the many positive social and economical effects.
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2.6 Social Advertisements In India

Advertisements, most of the times are 30 seconds of creativity and humor that can give you that much needed break from an intense movie scene, a nail biting cricket match or the unrealistic drama of Ekta Kapoor soap. At other times, Ads are made to give the consumers some serious food for thought - whether it has to do with casting your vote, respecting your national anthem or making sure your child gets his/her pulse polio drops. All such ads are created to convey a strong Social message. The intention is to make every Indian aware of some inevitable responsibilities, wake up and ACT be it for their own good or for a common cause. Its worth wondering why brands would choose to ride the social wave amon gst multiple other options they posses. Its becoming a common trend now than compared to say 3 -4 years ago as we can see with campaigns like the Tata Tea jaago re and the Lead India campaign. There are a few benefits this option gives the brand which cannot be overlooked. Firstly, such campaigns help the brand come across as socially responsible and mature. It helps them prove that they are beyond just selling their products to the consumers. Secondly, the brand creates a lasting impression on the mind of the consumer and is in the consumers mind for all the right reasons which is a definite plus and Sangeeta Talwars statement to the The Wall Street Journal on the Jaago re campaign certainly proved this. She said, The first thing a brand wants to do is punch a hole in your mind. To be remembered, recalled and build a relationship with the consumer. We wanted to go beyond a transactional relationship with the consumer how do brands then decide on the most effective way of communicating this powerful message? Most of them choose the so called easy path which is to cast a biggie like Amitabh Bachan and then be sure that everything else will be taken care of. In a country like ours where celebs like Amitabh Bachan and Sachin Tendulkar are more like God that like film stars or cricketers, the message is automatically doubly powered and people invariably respond! It may cost the company a couple of crores but if that means accomplishing the end goal then why not?? Other brands go the more ordinary way. Cast a child from the slum or an ordinary Indian like you or me and that sometimes makes the ad more realistic and that much simpler to relate to. For example, the ad campaign that encourages encourage creativity and prevent dropouts has just a simple boy from the streets cleaning a car and then
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doing something so creative that even I would have probably never thought of (Watch the Ad below to be taken aback yourself!).If you need to recollect what your social responsibilities are, or just want to go back in time and watch some of the best Indian ads with a social message, you are at the perfect place !social advertising is also known as Public Service Announcement. PSA are made basically to make people aware of the societal values. To make us realize that what is good for our society. There are a number of social issues on which awareness is required in the society. Government on a regular basis gives messages to stop practicing the Child Marriage, early marriage, Pollution, Child Labor, Child Abuse, and Female Feticides etc. Social Advertising represents ad formats that engage the social context of the user viewing the ad whereas in traditional, non-social, in social advertising the ad is targeted based on what it knows about the individual users social network. Today the advertising world is witnessing a sudden increase in advertisements with social messages. Social advertising is all about applying marketing and advertising principles to promote various social issues, such as healthcare, wildlife protection, environment protection, etc. Traditionally, only the government and non-profitable organizations have been involved in promoting these issues. The scenario has, however, changed with many commercial organizations also initiating campaigns for social causes. Most of the Companies mainly use advertisements for commercial purpose, i.e., to promote their product and brand. However, the market today is observing a sudden increase in the number of social, along with commercial ads. Social advertising is defined as the use of media-based messages that are intended to educate or stimulate people in the society to engage themselves in voluntary social activity such as health service, environment conservation, national unity, etc. Social advertising is used to change the perception, attitude and behavior of public at large and intends to bring about a positive social change. Social advertising encompasses the use of creative techniques to motivate the citizens to take desired actions. Effective social advertising campaigns identify the target audience and influence the people to associate themselves with
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good causes and Undertake Positive Actions, Which Would Help In Benefitting Society At Large.
2.7 Social Adds Campaign In India

Yam raj campaign Best Video Marketing Campaign :
Winner of the lone Indian FAB Award at the 2013 edition of the International Food and Beverage Creative Excellence Awards, the Yam raj campaign encouraged customers of Zara to call for a ride after having a few drinks. Focusing on drunken driving, the Yam raj campaign created a stir and further published a video of reactions of people that were shocked to see Yam raj in their cars. This video went viral on YouTube with over 421,537 hits Power light a village by Garnier Men:
Garnier Men India collaborated with Project Chirag for a unique social campaign Power light a Village providing solar electrification system to villages without electricity. Power light a Village asked fans to pledge their support through social media. Every like, share and comment would contribute a predator mined unit of energy. This would also be coupled with onground activations where men could pedal bicycles which will record the energy generated. A summation of all these activities would eventually be translated into actual energy donation through solar equipment.
Save Water
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2.8 Social Awareness Advertising

As it is quite clear that advertising is one of the most influential tools of mass communication, there is no doubt regarding the fact that any information delivered through this mode create an impact. In this context role of public service or social service advertising needs to be mentioned. It is also referred as development advertising. Public service or social awareness advertising mainly focuses on social issues like national integration, pollution, family planning, care and concern for aged and disabled, awareness campaigns against smoking, drugs, alcohol, etc. The primary purpose of this type of particular genre of advertising does not sell products rather effective messages and ideas Social Awareness Advertising promotes ideas. But for these ideas, creativity will be of a different kind. A product is out there in a shop. A bar of soap is an investment of small consequences. Trying to sell an idea like a free cancer check-up, the need to keep the Gang clean, the importance of Family Planning, is altogether a different proposition. It needs more care, more study, more perception, and more inspiration and above all, more sensitivity not in5the good table manners, sense but as honestly as it is possible for any human being to speak like a person and not an ad man. (S.R. Iyer, AD veteran)Tara Sinha (veteran in the field of Advertising, Public Relations, External Affairs, Issues Management and Corporate Communications) wants advertising to become an instrument to accelerate the process of change in the urban and rural society. Social awareness advertising, according to her, should be much
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more than tokenism with a potential to do PR job. It should have a better fate than being hung in galleries or occasionally released in media. Public Service Advertising or Social Awareness Advertising must bear a stamp of professional excellence that moves people to action especially the voluntary and non-voluntary organizations that to get him with the makers of advertising and planners of media form a part of the team. Her emphasis sizes that it is important to ensure that there is an agreed statement on the specific and if possible measurable action which the advertising must generate among groups of people. It is also necessary that public service advertising be viewed on a campaign basis: adequate time must be given for advertising to work. Frank Simoes (ad veteran) is of the opinion that no amount of well drafted and well meaning public service ads will be effective unless they are supported by political, social, legal, religious pressure on the concerned people.
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Chapter 3:- About the Study

3.1 Literature Review
From book advertising and social change, a Ronald barman says Social advertisement influence the cultural values, life styles, and behavior of a society, the overwhelming amount of advertising and it prevalence in the mass media lead many crisis to argue that advertising plays a major role in influencing and transmitting social values. The importance of social advertising has been realized in 1970s in India and several researchers have contributed to increase the awareness of social advertising. There will be an extensive research to measure the impact of social advertising by the central and state government on society. It will be a comprehensive, investigating the overall extent of disclosure.
Review 1
The effective use of the mass media is a critical component of HIV/AIDS prevention In South Africa: Nancy Coulson While analyzing The effective use of the mass media is a critical component of HIV/AIDS prevention In South Africa by Nancy Coulson analyzed that how to utilize the mass media to directly impact on community action. The reach of mass media to South Africans was widely acknowledged. In South Africa there was 99% of people have access to the radio75% have access to television
Impact of Social Advertisement on Indian Society

7% readership of newspapers and 69% of young people watch TV five or more days a week. Author analyze The South African government and the donor community was invested extra money than ever before in mass media campaigns for HIV/AIDS prevention. At the year 2001 the Department of Health HIV/AIDS prevention and care and support department investing amount to almost R100 millions. At that time and the evaluation, impact and cost effectiveness of mass media work for HIV/AIDS prevention. Beyond Awareness II campaign, Soul City and
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love Life, some limited situation was formed to the prevention campaigns organized through the Government Communication and Information Service (GCIS) in collaboration with the Department of Health that specifically promotes their brand of condoms In South Africa there were three major programmed that developed by the national mass media platform forHIV/AIDS prevention. There were two awareness campaigns (a) The Multimedia Edutainment Programmer SOUL CITY. (b) The Youth Programmer LOVE LIFE. After finished these two programs in October 2000 and subsequently the Department of Health has specially made a new association the AIDS Action Team (ACT) to deliver the next phase of government HIV/AIDS communications. A number of recommendations are made to help improve the sharing of expertise across programmed, behavioral Impact of Social Advertisement on Indian Society
Surveillance, utilization of the mass media to impact on community action, they needs of rural communities and role of health workers. Before to the development of Soul City, the Beyond Awareness campaigns and love Life, the use of the national mass media for HIV/AIDS prevention was in poor condition. Soul City was the longest running and most experienced project. That multi-media edutainment project and estimates to have spent up to70% of their total budget on HIV/AIDS work. (Soul City had also covered a wide range of other health promotion topics in addition to HIV/AIDS.)Their target audience was both black and colored South Africans between the ages of 16-65. Print media and an adult education complement the television and radio series and life skills programmer. Soul City had educated in several other African countries. In 2000 Soul City launched a childrens series called Soul Buddyz targeting children aged between 8 -12 years old. Soul City estimates that each series costs in the region of R30 million spent over two and a half years including all development, production and evaluation costs. Soul City is most lydonor funded and has received in total approximately R8 million from the Department of Health. In the last year they received R1 million and from 2002 this figure will be doubled. Author analyze Soul Citys latest evaluation suggests that pro -socialModeling found in their edutainment format is a powerful mechanism to effect change in individuals and communities.
The specific community factors that appear to be impacted on by this approach include more caring service delivery, better understanding of issues and a change in attitudes and awareness by community leadership and an impact on community action and events Love Life was launched in 1999. Love Life programme was different from traditional approaches to HIV prevention, relying on a combination of commercial marketing and public Developments in the use of mass media at the national level for HIV/AIDS prevention in South Africa. In these Programme health techniques to promote a new healthy lifestyle among12-17 years old target group. It was a five year programme to reduce the rate of HIV infection among 15-20 years old by 50% in five years. Love Life combines high-powered media awareness and education with development of adolescent-friendly reproductive health services and other outreach and support programmes for hard to reach youth in poor communities. The annual budget for love Life was R150 million; R60 million is spent on their media component including television, radio, advertising and print media. One the other hand statistic used by love Life as a measure of their Impact are the 60 000 calls made per month to the love Life sexual
Healt helpline. This figure is double the present call volume to then national AIDS Helpline. On the whole, this is an interesting study covering almost all aspects of well planed social advertisement. How the advertisement medium was used to educate and inform the South Africans about HIV/AIDS with in a time
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Review 2
While examine the MAKE THE NEXT GENERATION TOBACCO-FREE: Regina M. Benjamin While examine the MAKE THE NEXT GENERATION TOBACCO-FREE Regina M. Benjamin, Most young people dont consider the long -term health consequences associated with tobacco use when they start smoking. Because most high school smokers are not able to break free from the powerful, addicting effects of nicotine, about three out of four will smoke in adulthood. Among those who persist in smoking, one third will die about 13 years earlier than their nonsmoking peers. This Surgeon Generals report details the causes and the consequences of tobacco use among youth and young adults by focusing on the social, environmental, advertising, and marketing influences that encourage youth and young adults to initiate and sustain tobacco use. This is the first time tobacco data on young adults as a discrete population has been explored in detail. The research also highlights successful strategies to prevent young people from using tobacco. We need your help on this public health issue. Everything from making your home and car tobacco-free zones to demanding smoke-free policies in your community can make a difference. Mass media campaigns against tobacco usemost often TV adshave proven very effective at helping prevent tobacco use by young people. Studies show that teens respond most to ads that trigger strong negative feelings, such as ads about how smoking and secondhand smoke harm health and ads that expose the tobacco industrys marketing strategies that target young people. Even ads that are designed for adult audiences help reduce tobacco use among young people. Every 3 or 4 years, new groups of children and teens reach the age where they are vulnerable to influences encouraging them to smoke. To be effective, mass media campaigns must be repeated so they will reach new vulnerable populations. If the young people dont start using tobacco by age 26, they almost certainly will never start. The good news is that there are many things we can do to help keep teens and young adults tobacco -free.10
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Review 3
The MULTICULTURALISM FOR THE MASSES: SOCIAL ADVERTISING AND PUBLIC DIPLOMACY POST-9/11: Biljana Scott While analyzing The MULTICULTURALISM FOR THE MASSES:
SOCIALADVERTISING AND PUBLIC DIPLOMACY POST-9/11, Biljana Scott observed that the terrorist attacks of 9/11 have brought an old problem into new focus: how to unite a population potentially divided along racial, ethnic and denominational fault lines. In the light of unprovoked and indiscriminate racist attacks on Muslim-looking minorities, multimedia advertising campaigns were mounted in several countries in order to control racism and sell multiculturalism. Author selected Three recent ad campaigns: the US Ad Councils I am an American, the Uk Commission for Racial Equalitys The Unique Faces of Britain, and the equivalent Scottish campaign One Scotland Many Cultures. These campaigns are compared to The Family of Man exhibition of 1955and to the groundbreaking United Colors of Benetton campaign of the last two decades. Advertising is the obvious medium for governments that opt for persuasion. Social advertising, known as Public Service Advertising (PSA) in America, aims to sell concepts rather than commodities and addresses issues in the public interest, such as health, safety and racial equality. 1. Author analyzed the impact of all the three advertising campaigns, which promote the multicultural national identity. 2. I am an American:
This television ad shows individuals of different ages, races, religions and occupations looking at the camera and saying, each in their own distinct accent and intonation, the single sentence: I am an American. I am an American proved to be hugely popular, as witnessed by the many congratulatory responses sent to the Ad Councils.
The Unique Faces of Britain According to the author this campaign, produced by the Commission for Racial Equality (CRE), consists of a poster featuring numerous head and shoulder shots of ordinary people on the street. As with the I am an American campaign, the individual pictures represent different ages, ethnic groups and in this case, towns of origin. The heading reads: Britain. We all make it
unique. The message adds: 56 mill ion people, over 300 languages and at least 14 faiths make us what we are today. Regional variants of this poster were produced in some cities. The Unique Faces of London poster, for instance, produced in conjunction with the Greater London Authority, features photographs of men, women and children of different ethnic backgrounds, creating a snap shot of the many faces of London in 2001. It was produced, says the
Impact of Social Advertisement on Indian Society CRE in response to fears of a racist backlash against Londons Asian communities due to the current international situation, Author analyzes the impact of the message might seem to be in inverse proportion to its wordiness, the reaction to this campaign was nevertheless very positive: The response has been great. Weve had calls from local people saying its really made them feel at one with their neighbors and interestingly those calls havent just been from minority groups. One Scotland Many Cultures: The Scottish anti-racist campaign, which was not conceived solely as reaction to the racist fallout of the 9/11 attacks, is a more sustained multi-media venture than its English or American equivalents. It consists of an extensive Multiculturalism for the Masses Biljana Scott Intercultural Communication and Diplomacy 161 website which provides information on diverse topics related to the integration of ethnic minorities in Scotland. These include a history of migration, comprehensive statistics on demographic trends, as well as notification of nationwide activities and events related to the campaign, chat lines, teaching resources, useful links and much more besides. The aim of the One Scotland. 1. Author analyzed all three campaigns proved to be genuinely moving and persuasive,
affirming a sense of identity and of belonging which the majority of people, judging from their feedback, were grateful to be reminded of and proud to be a part of. While it is admittedly difficult to measure the influence of such advertising, these three campaigns nevertheless epitomize the attempt to create communication programs which make a measurable difference in society. 2 Anushree Chandran(2008) in a study (Indias ad industry to grow 9% in 2010) by media
Agency Zenith Opt media said that conglomerate Public Group SA, has forecast 9% growth for Indias advertising industry for this year. The agency has also upgraded its forecast for global
advertising industry growth from 0.9% to 2.2% for 2010. The survey said the Indian economy withstood the test of global slump and grew at 6-7% in2009. However, the advertising market reacted sharply to the downturn and grew only at 1%during the year. The study stated that Internet advertising in India will be driven by social media. The survey pegs Internet advertising growth at an annual 25% in the coming three years Talluri Prashanth Vidya Sagar and Dr. Nagendra V Chowdary(2010) said that A
companys new brand campaign should be extremely powerful particularly when a new brands identity has to be established on top of an existing and already quite established brand. Vodafones Zoo zoo campaign was launched with much fanfare and full of expectations and with the main motto of promoting its Value Added Services (VAS). However, Vodafone had another subtle motto of replacing brand Hutch with that of the Vodafone. As expected Zoo zoo or Zoo zoo per stars have become overnight brand ambassadors of Vodafone and saved the company from the negative impacts of Happy To Help You campaign Devina Joshi (2009) said that In 2008, Vodafone had unveiled the Happy to Help series during the first season of the Indian Premier League (IPL). With the launch of the second season, Vodafone has given birth to the Zoo zoo: a special character created specifically to convey a value added service (VAS) offering in each of the newly released commercials. The interesting point is that there are some 25 such commercials planned under this campaign, 10of which are already on air. The aim is to release approximately one ad a day, to sustain interest till the end of the IPL. Rahul Sachitanand; Anusha Subramanian (2009) said that In June 2007, Tata Tea became the world's largest tea vendor by volume and decided to leverage its new position to point advertising in this market in a new direction. Rather than promote its brand on the physical and mental platforms of taste, energy and strength, the company decided to elevate advertising to the next level by targeting the intellectual plane. Tata Tea wanted to look beyond the functional aspects of tea advertising and focus on the self- actualization increased civic consciousness and being politically aware that a morning cuppa could offer its consumers. Ajay chowhan (2010) in his study on Google India targets for online advertising campaign said that Google India is eying small and medium businesses (SMBs) in Gujarat for its online advertisement programme. Google Indias is has offered new service called Jumpstart for the
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state. Under this service Google will offer free expert support to SMBs to build an online advertising campaign to attract new customers.
3.2Background Of The Study

In social advertisement there are different types of add campaigns:
SAVE TIGERS:-
Tigers are on the threshold of extinction. According to WWF, Tigers are amongst the ten most endangered species in the world. Over the last century more than 95% of the Tiger population has been wiped out & three sub-species are already extinct. Less than 3500 tigers remain in the wild today with around 50% in India & their numbers are declining fast. Initial results from the Wildlife Institute of India Tiger census (released on 24 May 2007) are warning that India has far fewer tigers living than had been previously thought. Complete stories on BBC & Discovery Channel The next five years are going to be extremely critical if we are to save India's Tigers & forests. This is a small attempt to mobilise people like you & me to connect with conservationists out there with plenty of energy but very little money. The conservation project involves setting-up a field station in Moharli, with three conservationists for a year. They will work towards improving the living conditions of the tribals who live in extreme poverty & reducing biotic pressure on the forest. The project will thereby help protect one of the largest Tiger habitats in the world.
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SAVE GIRL CHILD:
Traditions and rituals outline the existence of the Indian girl child, admits uproars of gender equality and law enforcement, female infants are still found dumped in trash, by the dozens, while fetuses continue to be sniffed in the womb. Wrought with discrimination and prejudice has dealt the girl rituals, our society has dealt the girl child a rough hand, starting even before birth, till the dark of life. At www.savegirlchild.org,we show you the world from the eyes of a girl child, bright but unprivileged, twinkle in the eye, but remorse in the spirit, the Indian girl child, a picture of disma
AIDS AWARENESS:
World aids day, observed on 1 December every year, is dedicated to raising awareness of the aids pandemic caused by the spread of HIV infection. Government and health officials observe the day, often with speeches or forums on the AIDS topics. Since 1995, the President of the United States has made an official proclamation on World AIDS Day. Governments of other nations have followed suit and issued similar announcements.
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AIDS has killed more than 25 million people between 1981 and 2007,and an estimated 33.2 million people worldwide live with HIV as of 2007, making it one of the most destructive epidemics in recorded history. Despite recent, improved access to antiretroviral treatment and care in many regions of the world, the AIDS epidemic claimed an estimated 2 million lives in 2007,of which about 2,70,000 were children
BLOOD DONATION:
A blood donation occurs when a person voluntary has blood drawn and used for transfusions and/or made into biopharmaceutical medications by a process
called fractionation (separation of whole-blood components). Donation may be of whole-blood (WB), or of specific components. Blood banks often participate in the collection process as well as the procedures that follow it. In the developed world, most blood donors are unpaid volunteers (voluntary non remunerated repeat donations, VNRD) who donate blood for a community supply. In poorer countries, established supplies are limited and donors usually give blood when family or friends need a transfusion (directed donation). Many donors donate as an act of charity, but some are paid and in some cases there are incentives other than money such as paid time off from work. Donors can also have blood drawn for their own future use (autologous donation). Donating is relatively safe, but some donors have bruising where the needle is inserted or may feel faint. Potential donors are evaluated for anything that might make their blood unsafe to use. The screening includes testing for diseases that can be transmitted by a blood transfusion, including HIV and viral hepatitis .The donor must also answer questions about medical history
and take a short physical examination to make sure the donation is not hazardous to his or her health. How often a donor can give varies from days to months based on what he or she donates and the laws of the country where the donation takes place.
SAVE TREES :
Trees are important, valuable and necessary for the existence of any living creature on earth. They are essential to life as we know it and are the ground troops on an environmental frontline. Oxygen production, cleaning the soil, controlling noise pollution, slowing down storm water runoff, acting as carbon sinks, cleaning the air, providing shade and coolness, being windbreaks and fighting soil erosion can be considered as the first few reasons why trees are priceless. In the State of Maharashtra, the Maharashtra (Urban Areas) Protection and Preservation of Trees Act, 1975 makes a better provision for trees in the urban areas by regulating felling of trees and providing for planting of adequate number of new trees in those areas. This act states that no one can fell any tree or cause any tree to be felled, whether of ownership or otherwise, in an urban area without seeking the permission of the Tree Authority.
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SAVE WATER SAVE LIFE:
Water being one of the most essential necessities of life, becoming an increasing scare resource, needs careful planning and management. Availability of safe quality drinking water is being reduced due to pollution from sewage and industrial waste. So water should be meticulously harnessed and carefully conserved. It should be economically used and safely disposed off after usage. The need of the hour is sustainable water management, specially in the context of meeting the demands of an increasing population. Simply put, it means managing our finite water resources for present needs while keeping in mind the future requirement of next generation. So while, considering the importance of water as a life sustaining resource we should launch intensive awareness campaigns for optimum water utilization and management. We should give information on different techniques of water collection, conservation and harvesting.
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ANTI SMOKING:
Antismoking mass media campaigns can help reduce the prevalence of smoking by discouraging young persons from initiating smoking and by encouraging current smokers to quit (1,2). Smoking cessation is a multistage process; intention to quit smoking precedes quit attempts. To assess whether awareness of anti-cigarette smoking information in four mass media channels (television, radio, billboards, and newspapers or magazines) was significantly associated with a current cigarette smoker's intention to quit, CDC analyzed data from 17 countries that participated in the Global Adult Tobacco Survey (GATS). Logistic regression was used to analyze the relationship between awareness of antismoking messages and intent to quit smoking; odds ratios were adjusted to control for demographic factors, awareness of warning labels on cigarette packages, and awareness of tobacco advertisements. In nine of 17 countries, intent to quit was significantly associated with awareness of antismoking messages in a single media channel versus no awareness, with adjusted odds ratios ranging from 1.3 to 1.9. In 14 countries, intent to quit was significantly associated with awareness of messages in multiple channels versus no awareness, with adjusted odds ratios ranging from 1.5 to 3.2. Antismoking information in mass media channels can help reduce tobacco consumption by encouraging smokers to contemplate quitting and might be more effective when presented in multiple channel
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MOBILE PHONES WHILE DRIVING:
The number of accidents that are related to cell phone use while driving, some jurisdictions have made the use of a cell phone while driving illegal. Others have enacted laws to ban handheld mobile phone use, but allow use of a hands free device. In some cases restrictions are directed only to minors or those who are newly qualified license holders
CONTRACEPTIVE PILLS:
The combined oral contraceptive pill (COCP), often referred to as the birth-control pill or colloquially as "the Pill", is a birth control method that includes a combination of an estrogen (estradiol) and a progestogen (progestin) when taken by mouth every day, these pills in habit female fertility. They were first approved for contraceptive use in the United States in 1960, and are a very popular form of birth control they are currently used by more than 100 million women worldwide and by almost 12 million women in the United States. Use varies widely by country, age, education, and marital status: one third of women aged 1649 in
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the United Kingdom currently use either the combined pill or a progestogen-only "minipill compared to only 1% of women in Japan. Combined oral contraceptive pills should be taken at the same time each day. If one or more tablets are forgotten for more than 12 hours, contraceptive protection will be reduced. Most brands of combined pills are packaged in one of two different packet sizes, with days marked off for a 28 day cycle. For the 21-pill packet, a pill is consumed daily for three weeks, followed by a week of no pills. For the 28-pill packet, 21 pills are taken, followed by week of placebo or sugar pills. A woman on the pill will have a withdrawal bleed sometime during the placebo week, and is still protected from pregnancy during this week. There are also two newer combination birth control pills (Yaz 28 and Loestrin 24 Fe) that have 24 days of active hormone pills, followed by 4 days of placebo. Goli ke hamjoli (friends of pill)project has been initiated by icici under the programme for the advancement of commercial technology for child and reproductive health to improve reproductive health in indianite concentrates particularly on expanding the promotion and distribution of commercially available brands for new generation, low does oral pills. The goli ke hamjoli communications campaign was officially launched in November 1998 on doordarshan,but it is now beamed on the channels like sony tv,star plus and zee tv.
Save electricity:
Using energy wisely means being efficient.

We use energy everyday at home, at school, at work, and even when you're playing. By saving energy you're helping to save the world's energy resources like coal, gas, oil and water and you're also saving money on your utility bills.
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Best of all, by using energy wisely we can cut down on pollutants in the air and water, Making a better environment for everyone. Think about what would happen if there wasn't enough energy. There would be no light to turn on when it got dark. There would not be any hot water for the shower or heat for your house in the winter .no gas or oil to drive the car .so there are lots of reasons we should save energy.
Pulse polio:
Pulse polio is an immunization campaign established by the government of India in 199596 to eradicate polio in India by vaccinating all children under the age of five years against polio virus. This project deals with the ways to fight poliomyelitis through a large scale immunization programme, co-operating with various international institutions, state governments and Non Governmental Organizations. In India, vaccination against Polio started in 1978 with Expanded Program in Immunization (EPI). By 1984, it was successful in covering around 40% of all infants, giving 3 doses of OPV to each. In 1985, the Universal Immunization Program (UIP) was launched to cover all the districts of the country. UIP became a part of child safe and surgical motherland program (CSSM) in 1992 and Reproductive and Child Health Program (RCH) in 1997. This program led to a significant increase in coverage, up to 95%. The number of reported cases of polio also declined from 28,757 during 1987 to 3,265 in 1995.In 1995, following the Polio Eradication Initiative of World Health Organization (1988), India launched Pulse Polio Immunization Program along with Universal Immunization Program which aimed at 100% coverage. In 2012, India was declared free of polio by WHO
TATA TEA (JAAGO):
The Tata Tea brand enjoys almost legendary status in India. It has reinvented the way beverages are marketed by positioning tea as a catalyst for social awakening with its landmark Jaago Re campaign. The brand enjoys market leadership position in India. This year, Tata Tea completes 25 years and to mark the occasion, it has launched a new campaign under the Jaago Re banner called Soch Badlo. built on the premise that positivity begets positivity. In its 25th year, the brand has committed itself to spreading the spirit of positivity across the nation through the TVC.
Power Light A Village By Grainer Men
Garnier Men India collaborated with Project Chirag for a unique social campaign Power light a Village providing solar electrification system to villages without electricity. Power light a Village asked fans to pledge their support through social media. Every like, share and comment would contribute a predetermined unit of energy. This would also be coupled with onground activations where men could pedal bicycles which will record the energy generated. A
summation of all these activities would eventually be translated into actual energy donation through solar equipment.
3.3 Problems Of The Study

Time limit is short for this research Some respondents were reluctant to disclose information which can affect the validity of all responses. It may be possible that some respondents may misinterpret some of the questions and thereby gives wrong responses.
3.4 objective of the study

To find the impact of social advertisements on society To find the difference it has created among the Younger Generations To offer possible suggestions to increase the effectiveness of social advertisement
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Chapter 4:- Research Methodology

4.1 Research Methodology
This report is based on primary as well secondary data, however primary data collection was given more importance since it is overhearing factor in attitude studies. One of the most important users of research methodology is that it helps in identifying the problem, collecting, analyzing the required information data and providing an alternative solution to the problem .It also helps in collecting the vital information that is required by the top management to assist them for the better decision making both day to day decision and critical ones
4.2 Research Design
Research design means a framework of blueprint for conducting the marketing research project . There are two types of research design (a) (b) Exploratory research design Conclusive research design (II) Descriptive research
(II) Causal research Descriptive research can be either quantitative or qualitative. It can involve collections of quantitative information that can be tabulated along a continuum in numerical form, such as scores on a test or the number of times a person chooses to use a-certain feature of a multimedia program, or it can describe categories of information such as gender or patterns of interaction when using technology in a group situation. Descriptive research involves gathering data that describe events and then organizes, tabulates, depicts, and describes the data collection So we have use descriptive research design for conducting this research.
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4.3 Sources Of Data Collection
Research is totally based on primary data. Secondary data can be used only for the reference. Research has been done by primary data collection, and primary data has been collected by interacting with various people. The secondary data has been collected through various journals and websites.
(A)primary data collection

Primary data are first hand information. This information is collected directly from the source by means of field studies. Primary data are original and are like raw materials. It is the crudest form of information. The investigator himself collects primary data or supervises its collection. It may be collected on a sample or census basis or from case studies. Questionnaire
(B)secondary data collection

Secondary data are the Second hand information data; the data which have already been collected and processed by some agency or persons and are not used for the first time are termed as secondary data. In the secondary data we refer different research paper, journals, and books, from the websites, Wikipedia. In this research we use both the data collection method
4.4 Data Collection Methods

In the market research there are different types of data collection methods
Quantitative and Qualitative Data collection methods

The Quantitative data collection methods rely on random sampling and structured data collection instruments that fit diverse experiences into predetermined response categories. They produce results that are easy to summarize, compare, and generalize.
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Quantitative research is concerned with testing hypotheses derived from theory and/or being able to estimate the size of a phenomenon of interest. Depending on the research question, participants may be randomly assigned to different treatments. If this is not feasible, the researcher may collect data on participant and situational characteristics in order to statistically control for their influence on the dependent, or outcome, variable. If the intent is to generalize from the research participants to a larger population, the researcher will employ probability sampling to select participants.
(i) Quantitative research

Surveys Experimental Treatments
(ii) Qualitative research

Questionnaires Web based questionnaires Panel Questionnaire Designs Interviews o Face to face interviews o Telephone interviews o Computer assisted personal interviewing In this research study we use questionnaire is the tools for data collection.
Duration of Study:
The study was carried out for a period of one and half months
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4.5 population
Population means aggregate of all elements, sharing some common set of characteristics that comprises the universe for the purpose of the marketing research problems In this research study population is people of Ahmedabad city targeted of different area ghatlodia , drive in bodakdev 4.51 Target population:
As far as the project is concerned the target populations were the people of Ahmedabad city who are associated with services class, students, house wife, and house wife with childrens. 4.5.2 Sampling unit:
Sample contains only such type of respondents as sample. I.e. who watch TV, listening radio, read news paper, notice hoardings. 4.5.3 Sampling size:
We have taken 100 sample sizes to conduct research in that services class, students, house wife, house wife with childrens are included.
4.6 sampling method

There are two types of sampling method
(a) non probability sampling:Sampling techniques that do not use chance to selection procedures. Rather, they rely on the personal judgment of the researcher (i) (ii) (iii) (iv) convenience sampling judgmental sampling quota sampling snowball sampling
(b)probability sampling :A sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample.
(i) (ii) (iii)
Simple random sampling Systematic sampling Stratified sampling (1) Proportionate (2) Disproportionate
(iv) (v)
Cluster sampling Other sampling
In our research we use non probability sampling, convenience sampling techniques.
4.7 Sampling Frame

In this study our sample was above 18 years people
4.8 Data Collection Instruments

In our study questionnaires is the instruments Field work: The project is limited to Ahmedabad city. Field work would include the following. - Taking the prior appointment or without prior appointment from the respondent and filling up the questionnaire
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Chapter 5:-Data Analysis & Interpretation

1) Age of respondent
Frequency Percent Valid Percent 18-29 30-39 40-49 Va lid 50-59 MORE THEN 60 Total Chart:6 6.0 6.0 97.0 52 18 21 52.0 18.0 21.0 52.0 18.0 21.0 Cumulative Percent 52.0 70.0 91.0
3.0
3.0
100.0
100
100.0
100.0
INTERPRETATION: From above chart we can analyze that impact of social advertisement on age group of people from 18 to 29 years is 52%, 30 to 39 years is 18%, 40 to 49% is 3%,50 to 59 years is 6% and more than 60 years is 3%.
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2) Marital status of respondent:

Frequency Percent Valid Percent MARRIED Valid SINGLE Total 66 34 100 66.0 34.0 100.0 66.0 34.0 100.0 Cumulative Percent 66.0 100.0
Chart:-
INTERPRETAION: From the above chart we can analysis that 34% of respondents are married and 66% of respondents are single.
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3) Gender of respondent
Frequency Percent Valid Percent Cumulative Percent FEMALE Valid MALE Total 77 23 100 77.0 23.0 100.0 77.0 23.0 100.0 77.0 100.0
Chart
INTERPRETATION: From above chart we can analysis that 77% of respondents are female and 23% of respondents are male.
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4) Occupation of respondent:
Frequency Percent Valid Percent STUDENT JOB BUSINESS Valid HOUSEWIFE RETIRED Total 40 2 100 40.0 2.0 100.0 40.0 2.0 100.0 98.0 100.0 25 29 4 25.0 29.0 4.0 25.0 29.0 4.0 Cumulative Percent 25.0 54.0 58.0
INTERPRETATION: From above chart we can see that occupation of respondent who is student is 25%,occupation of respondent whose occupation is job is 29%,respondent whose is having business is 2%,respondent who is house wife is 40% and respondents who are retired is 4%.
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5) Income of respondents:
Frequenc y NO INCOME 5000 - 25000 25001-50000 Valid 50001-75000 MORE 75000 Total THEN 36 29 29 5 36.0 29.0 29.0 5.0 Percent Valid Percent 36.0 29.0 29.0 5.0 Cumulative Percent 36.0 65.0 94.0 99.0
1.0
1.0
100.0
100
100.0
100.0
Chart
INTERPRETATION: From the above study we can see that respondent who is not having any income is 39%,income from 5000 to 25000 is 29% of respondents,25001 to 50000 is 29% of respondents,50001 to 75000 is 5% of respondents and more then 75000 1% respondents.
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6) Time spend on watching television per day:

Frequenc y LESS 1HR 1HR TO 3 HR Valid 3HR TO 5HR THEN Percent Valid Percent Cumulative Percent
40
40.0
40.0
40.0
42 12
42.0 12.0 6.0 100.0
42.0 12.0 6.0 100.0
82.0 94.0 100.0
5HR OR MORE 6 Total Chart 100
Interpretation:
From the above study we can analysis that respondents who are spending time on watching TV less than an hour is40%, respondents who are watching TV 1 hour to 3 hour is 42%, respondents who are watching TV from 3 hours to 5 hour is 12% and respondents who are watching TV more than 5 hour or more is 6%
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7) Noticing social advertisement while you are watching television:

Frequency Percent Valid Percent YES Valid NO Total 95 5 100 95.0 5.0 100.0 95.0 5.0 100.0 Cumulative Percent 95.0 100.0
Chart
Interpretation:
From the above study we can see that 95% of respondents are watching advertisement while seeing TV and 5% of respondents are not watching TV.
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8) Time spend on listening radio per day:

Frequenc Percent y LESS V HR THEN 1 Valid Percent Cumulative Percent
80
80.0
80.0
80.0
a l1HR TO 3HR i3HR TO 5HR d Total
17 3 100
17.0 3.0 100.0
17.0 3.0 100.0
97.0 100.0
Chart
INTERPRETATION: From the above study we can see that time spend on listening radio per day, respondents who are listening radio less than hour is 80%, respondents who listen radio from 1 hour to 3 hour is 17% and respondents who are listening radio from 3 hours to 5 hours is 3%.
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9) listening social advertisement on radio:

Chart
Interpretation:
From the above study, we can see that 75% of respondents are listening advertisement while listening radio and 25% of respondents are not listening advertisement while listening radio.
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10)
Hoardings remember per day:

Frequency Percent Valid Percent 0 TO 5 5 TO 10 Valid 10 TO 15 15 OR MORE Total 76 21 2 1 100 76.0 21.0 2.0 1.0 100.0 76.0 21.0 2.0 1.0 100.0 Cumulative Percent 76.0 97.0 99.0 100.0
Chart
Interpretation:
Respondents who are remembering hoardings 0 to 5 per day is76%,respondents who remember hoardings 5 to 10 per day is21%,respondents who remember hoardings from 10 to 15 per day is 1%.
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11)
Hoardings for social advertisement:

Frequency Percent Valid Percent YES NO Valid 3 Total 1 100 1.0 100.0 1.0 100.0 100.0 83 16 83.0 16.0 83.0 16.0 Cumulative Percent 83.0 99.0
Chart
Interpretation:
From above study we can see that respondents who are noticing hoardings of social advertisement is 83% and respondents who are not noticing advertisement hoardings of social advertisement is
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12)
Discussion of advertisement with friends and family:

Frequency Percent Valid Percent YES Valid NO 91 9 91.0 9.0 100.0 91.0 9.0 100.0 Cumulative Percent 91.0 100.0
Total 100
Chart
Interpretation:
From the above study we can see that 91% of respondents are discussing advertisement with friends and family members and 9% of respondents are not discussing advertisement with there friends and family members.
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13)
Advertisement influence perception towards the social behavior:

Chart
Interpretation:
From the above study we can see that respondents whose behavior changes perception towards the social advertisement is 85% of respondent and respondent of 15% behavior does not changes due to social advertisement.
59
14)
Social advertisement are informative:

Frequency Percent Valid Percent YES Valid NO 90 10 90.0 10.0 100.0 90.0 10.0 100.0 Cumulative Percent 90.0 100.0
Total 100
Chart
Interpretation:
From the above study we can agree 90% of respondents finds that social advertisement are informative and 10% of respondents finds that social advertisement are not informative.
60
15)
Blood donation:
Chart
Interpretation:
From the above study we can see that 68% of respondents donate blood and 32% of respondents do not donates blood.
61
16)
Importance of blood donation:

Chart
Interpretation:
From the above study we can see that 81% of respondents is having importance of blood donation and 19% of respondents is not having importance of blood donation.
62
17)
Due to advertisement do you donate blood:

Chart
Interpretation:
From the study we can see that 61% of respondents donates blood due to advertisement and 39% of respondents does not donates blood due to advertisement.
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18)
Stars on electronic products on given product:

Chart
Interpretation:
From the above study we can see that 79% of respondents see stars on electronic products and 21% of respondents do not see stars on electronic products.
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19)
Think for saving electricity:

Chart
Interpretation:
From the above study we can see that 66% of respondents think for saving electricity due to advertisement a 34% of respondents not think for saving electricity due to advertisement.
65
20)
Do you give polio drops to your child by being inspired from social
advertisement:
Frequency Percent Valid Percent Cumulative Percent YES Valid NO Total Missing Total 68 3 71 68.0 3.0 71.0 29.0 100.0 95.8 4.2 100.0 95.8 100.0
System 29 100
Chart
Interpretation:
From the above study we can see that 68% of respondents give polio drops to their children by being inspired from social advertisement ,3% of respondents does not gives polio drops to their children by being inspired and 29% of respondents are missing it to give polio drops because they are not having children.
66
21)
Visit polio camp:

Frequenc Percent y YES Valid NO Total Missing Total System 37 35 72 28 100 37.0 35.0 72.0 28.0 100.0 Valid Percent 51.4 48.6 100.0 Cumulative Percent 51.4 100.0
Chart
Interpretation:
From the above study we can see that 37% of respondents are visiting polio camp,35% of respondents are not visiting polio camp and 28% of respondents are missing it to visit polio camp.
67
22)
Importance of water saving:

Chart
Interpretation:
From the above study we can see that 83% of respondents thinks that water saving is important and 16% of respondents thinks that water saving is not important.
68
23)
Due to advertisement think of saving water:

Chart
Interpretation:
From the above study we can see that 80% of respondents are thinking for saving water due to advertisement and 20% of respondents thinks water saving is not important to them.
69
24)
Thought for saving tiger:

Chart
Interpretation:
From the above study we can see that 64% of respondents are thinking about saving tigers and 64% of respondent does not thinks for saving tiger.
70
25)
Due to advertisement think for saving tiger:

Frequenc y YES Valid NO Total Missing Total 45 54 99 45.0 54.0 99.0 1.0 100.0 Percent Valid Percent 45.5 54.5 100.0 Cumulative Percent 45.5 100.0
System 1 100
Chart
Interpretation:
From the above study we can see that 45% of respondents think for saving tiger due to advertisement, 54% of respondents think for not saving tiger due to advertisement 1% responded not give answer.
26)
Thought about saving tree:

Chart
Interpretation:
From the above study we can see that 45% of respondents think for saving tiger due to advertisement, 54% of respondents think for not saving tiger due to advertisement 1% responded not give answer
72
27)
Due to advertisement think for saving tree:

Chart
Interpretation:
From the above study we can see that 84% of respondents think for saving tree and 16% of respondent does not thinks for saving tree.
73
28)
Income tax:
Frequenc Percent Valid y YES NO Valid 3 Total 1 98 1.0 98.0 2.0 100.0 1.0 100.0 100.0 65 32 65.0 32.0 Percent 66.3 32.7 Cumulative Percent 66.3 99.0
Missing System 2 Total 100
Interpretation:
From the above study we can see that 66% of respondents are paying income tax, 32% of respondents are not paying income tax.
74
29)
Paying income tax because of:

Frequenc y YOU YOUR RESPOSIBILITY BY INSPIRED THINK IT'S 31 31.0 46.3 46.3 Percent Valid Percent Cumulative Percent
GOVERMENT ADDS YOU DON'T WANT Valid TO INVOLVE
8.0
11.9
58.2
IN 26
26.0
38.8
97.0
CORRUPTIONS YOU DON'T WANT TO THAT INCOME TAX DEPARTMENT RED AT YOUR SHOP Total Missing Total System 67 33 100 67.0 33.0 100.0 100.0 2 2.0 3.0 100.0
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Interpretation:
From the above study we can see that 46.3% of respondents feels that it is the responsibility,11.9% of respondents pays it because they are inspired by government,26% of respondents does not wants to get involved in corruptions,2% of respondents pays income tax because of the red at his or her shop.
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30)
Not paying income tax: Frequenc y YOU ARE NOT 35.0 83.3 83.3 Percent Valid Percent Cumulative Percent
ELIGIBLE TO PAY 35 TAX DON'T WANT TO
GIVE TAX Valid YOU THINK THAT WHY YOU SHOUL GIVE GOVERNMENT YOUR TO IT'S
5.0
11.9
95.2
2.0
4.8
100.0
INCOME
THEN YOU SPEND Total Missing System Total 42 58 100 42.0 58.0 100.0 100.0
Chart
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Interpretation:
From the above study we can see that 35% of respondents are not elegible to pay tax,5% of respondents dont want to give tax,2% of respondents thinks that why to give government there income which they earn.
31)
Saving girl child:

Chart
Interpretation:
From the above study we can see that 95% of respondents are thinking about saving girl child, 4% of respondents do not thinks for saving girl child.
32)
Inspiration for saving girl child:

Frequency Percent Valid Percent Cumulativ e Percent YOU LIKE
PERSONALLY YOU INSPIRED BY OTHERS BY INSPIRED
82
82.0
82.8
82.8
4.0
4.0
86.9
SOCIAL Valid ADVERTISME NT YOU INSPIRED BY GOVERMENT SCHEMES AND BENEFITS Total Missing System Total
12
12.0
12.1
99.0
1.0
1.0
100.0
99 1 100
99.0 1.0 100.0
100.0
79
Interpretation:
From the above study we can see that 82% personally feels like saving girl child,4% of respondents gets inspired from others,12% gets inspired from social advertisement,1% gets inspired from government scheme and 1% gets inspired from other facilities
80
33)
Thinking for respecting national anthem:

Chart
Interpretation:
From the above study we can see that 95% of respondents are think to respect national anthem, 4% of respondents do not think for respect national anthem.
81
34)
Watching aid awareness add:

Chart
Interpretation:
From the above study we can see that 96% of respondents watches add of aids awareness and 4% of respondents does not watches add for aids awareness.
82
35)
Have you ever met aids patients:

Frequenc y YES Valid NO Total Missing Total 19 80 99 19.0 80.0 99.0 1.0 100.0 Percent Valid Percent 19.2 80.8 100.0 Cumulative Percent 19.2 100.0
System 1 100
Chart
Interpretation:
From the above study we can see that 80% of respondents had met aids patients,19% of respondents have not met aids patients.
83
36)
Behavior with aids patients:

Frequenc y NORMAL BEHAVIOR Valid RUDELY 4 Total Missing System Total Percent Valid Percent Cumulative Percent
41
41.0
95.3
95.3
1 1 43 57 100
1.0 1.0 43.0 57.0 100.0
2.3 2.3 100.0
97.7 100.0
Chart
Interpretation:
From the above study we can see that 41% of respondent behaves normally with aids patients,1% of respondent behaves rudely with aids patients.
37)
Remember social adds:

Frequency Percent Valid Percent DON'T ALL REMEMBER V a li REMEMBER COMPAN 5.0 5.0 38.0 COMPANY 14.0 14.0 33.0 REMEMBER AT Cumulative Percent
19
19.0
19.0
19.0
AND PROUCT BUT NOT 14 ADD
d AND PRODUCT BUT NOT 5 ADD REMEMBER ADD Total 62 100
62.0 100.0
62.0 100.0
100.0
Chart
Interpretation:
From the above study we can see that 19% of respondent does not remember at all,14% remembers company but not product,5% rememembers company and products but not add and 62% of respondents remembers add.
85
38)
What do you think when you see social advertisement:

Frequenc y I FEEL PERSONALLY INVOLVED LIKE IT I BELIEVE THE IDEA IT TELLS 7 7.0 7.0 73.0 AND 66 66.0 66.0 66.0 Percent Valid Percent Cumulative Percent
THEORETICALLY Valid I WILL TRY THINGS OUT FOR MYSELF I LIKE TO SEE 12.0 12.0 100.0
15
15.0
15.0
88.0
RESULT FROM MY 12 RESEARCH Total 100
100.0
100.0
Interpretation:
From the above study we can see that 66% of respondents thinks they are personally involved,7% thinks they believes in idea,15% thinks they will try out by themselves,12% thinks I like to see result from my research.
86
39)
I will try things out for myself:

26
26.0
26.0
78.0
100.0
100.0
Chart
Interpretation: From the above study we can see that 26% of respondent feels that they will
try out things by themselves
40)
I like to see result from my research:

27
27.0
27.0
59.0
100.0
100.0
Chart
Interpretation:
From the above study 41% of respondents feel that I like to see result from my research
88
41)
Impact of social advertisement:

Frequenc y FEW HOURS ONE DAY ONE WEEK Valid ONE MONTH MORE MONTH Total THEN ONE 39 30 17 3 39.0 30.0 17.0 3.0 Percent Valid Percent 39.0 30.0 17.0 3.0 Cumulative Percent 39.0 69.0 86.0 89.0
11
11.0
11.0
100.0
100
100.0
100.0
Chart
Interpretation:
From the above study we can see that 39% of respondents is having impact of social advertisement for few hours, 30 % is having impact of one day, 17% is having impact of one week, 3% is having impact of one month, 15% is having impact more than one month.
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41.1) get involved:

Frequenc y I INVOLVED I LIKE TO GET Percent Valid Percent Cumulative Percent
36
36.0
36.0
36.0
OBSERVE Valid I LIKE TO BE ACTIVE I EVALUATE
27
27.0
27.0
63.0
20
20.0
20.0
83.0
THINGS Total
17
17.0
17.0
100.0
100
100.0
100.0
Chart
Interpretation:
From the above study we can see that 36% gets involved.
90
41.2) I like to observe:

26
26.0
26.0
26.0
33
33.0
33.0
59.0
28
28.0
28.0
87.0
THINGS Total
13
13.0
13.0
100.0
100
100.0
100.0
Chart
Interpretation:
From the above study we can see that 33%likes to observe.
41.3) I like to active:

22
22.0
22.0
22.0
36
36.0
36.0
58.0
31
31.0
31.0
89.0
THINGS Total
11
11.0
11.0
100.0
100
100.0
100.0
Chart
Interpretation:
From the above study we can see that 31% likes to be active.
92
41.4) I evaluate things:

17
17.0
17.0
17.0
6.0
6.0
23.0
21
21.0
21.0
44.0
THINGS Total
56
56.0
56.0
100.0
100
100.0
100.0
Chart
Interpretation:
From the above study we can see that 56% evaluate things.
93
42) After seeing social advertisement does you behavior changes according to
message:
Chart
INTERPRETATION:
From the above study we can see that92% of are changing their behavior and3% of respondents are not changing their behavior.
94
43) Social advertising is essential for countries prosperity: Frequenc y STRONGLY DISAGREE NEUTRAL Valid AGREE STRONGLY AGREE Total Percent Valid Percent Cumulative Percent
3.0
3.0
3.0
6 48
6.0 48.0
6.0 48.0
9.0 57.0
43
43.0
43.0
100.0
100
100.0
100.0
Chart
Interpretation:
From the above study we can see that 3% strongly disagree,6% are neutral,48% do agree,43% strongly agree.
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44.1) social advertisement provides necessary motivation:

Frequenc y DISAGREE NEUTRAL AGREE STRONGLY AGREE Total 1 32 39 1.0 32.0 39.0 Percent Valid Percent 1.0 32.0 39.0 Cumulative Percent 1.0 33.0 72.0
Valid
28
28.0
28.0
100.0
100
100.0
100.0
Chart
Interpretation:
From above study we can see that 1% respondents are disagree, 32% respondents are
neutral,28% respondents are strongly agree,39% respondents are agree.
96
44.3) it is waste of money and bother to my life:

Frequenc y STRONGLY DISAGREE DISAGREE NEUTRAL Valid AGREE STRONGLY AGREE Total 17 17.0 17.0 98.0 Percent Valid Percent Cumulative Percent
10
10.0
10.0
10.0
16 55
16.0 55.0
16.0 55.0
26.0 81.0
2.0
2.0
100.0
100
100.0
100.0
Chart
Interpretation:
From the above study we can see that 10% respondents are strongly disagree,16% respondents are disagree,55% respondents are neutral,17% respondents are agree,2% respondents are
strongly agrees.
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45.1: I am responsible person:

Frequenc y I AM A 54 54.0 54.0 54.0 Percent Valid Percent Cumulative Percent
RESPONSIBLE PERSON I AM A RESERVE PERSON Valid I AM A RATIONAL PERSON I AM AN
18
18.0
18.0
72.0
14
14.0
14.0
86.0
ACCEPTING PERSON Total
14
14.0
14.0
100.0
100
100.0
100.0
Chart
Interpretation:
From the above study we can see that 54% respondents are feels they are responsible person.
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45.2) I am reserved person:

27
27.0
27.0
36.0
23
23.0
23.0
59.0
41
41.0
41.0
100.0
100
100.0
100.0
Chart
Interpretation:
From the above study we can see that 29% of respondents are reserve person.
99
45.3) I am rational person:

17
17.0
17.0
28.0
48
48.0
48.0
76.0
24
24.0
24.0
100.0
100
100.0
100.0
Chart
Interpretation:
From the above study we can see that 48% of respondent are rational person.
100
45.4) I am an accepting person:

38
38.0
38.0
64.0
15
15.0
15.0
79.0
21
21.0
21.0
100.0
100
100.0
100.0
Chart
Interpretation:
From the above study we can see that 21% of respondent are accepting person.
101
Hypothesis of this study (1)

H0: There is no relationship between the age of respondent and time spends on watching television per day. H1: there is relationship between an age of respondent and time spends on watching television per day. Chi-Square Tests Value Df Asymp. Sig. (2-sided) 12 12 1 .679 .471 .024
Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases
9.281a 11.694 5.113 100
Interpretation: In the hypotheses Ho >0.05 then reject and Ho<0.05 then accept and H1 >0.05 then accept and H1<0.05 then reject from the above study, alternative hypotheses (H1) accept and null hypothesis reject because chi square is more than 0.05.
102
(2) H0: There is no relationship between the marital status of respondent and blood donar. H1: there is relationship between the marital status of respondent and blood donar. BLOOD DONATION * GENDER OF RESPONDENT Cross tabulation GENDER RESPONDENT FEMAL E Count YES BLOOD DONATION NO Expected Count Count Total Expected Count 77.0 23.0 100.0 24.6 77 7.6 23 32.0 100 Expected Count Count 52.4 23 15.6 9 68.0 32 54 14 68 MALE OF Total
103
Chi-Square Tests Value Df Asymp. Sig. (2sided) Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases Interpretation: From the above study, alternative hypotheses (H1) accept and null hypothesis reject because chi square is more than 0.05. 2.239a 2.789 3 3 .524 .425
.077
.781
100
104
(3) H0: there is no relationship between an income of the respondent and income tax payable by the respondent. H1: there is relationship between an income of the respondent and income tax payable by the respondent INCOME OF RESPONDENT * PAY INCOME TAX Cross tabulation PAY INCOME TAX YES Count NO INCOME Expected Count Count 5000 25000 Expected Count Count INCOME OF RESPONDENT 25001-50000 Expected Count Count 50001-75000 Expected Count Count MORE THEN 75000 Expected Count Count Total Expected Count 13 22.6 21 19.2 27 19.2 4 3.3 0 .7 65 65.0 NO 21 11.1 7 9.5 2 9.5 1 1.6 1 .3 32 32.0 3 0 .3 1 .3 0 .3 0 .1 0 .0 1 1.0
105
Chi-Square Tests Value Df Asymp. Sig. (2-sided) Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 27.520a 29.192 8 8 .001 .000
12.346
.000
98
Interpretation: In the hypotheses Ho >0.05 then reject and Ho<0.05 then accept and H1 >0.05 then accept and H1<0.05 then reject from the above study, alternative hypotheses (H1) reject and null hypothesis accept because chi square is more than 0.05
(4) H0: There is no relationship between an occupation of respondent and behavior of respondent changes according to message. H1: There is a relationship between an occupation of respondent and behavior of a respondent changes according to message
106
OCCUPATION OF RESPONDENT * AFTER SEEING SOCIAL ADVERTISMENT DOES YOUR BEHAVIOR CHANGE tabulation AFTER SEEING SOCIAL ADVERTISMENT DOES YOUR BEHAVIOR CHANGE ACCORDING TO MESSAGE YES Count STUDENT Expected Count Count JOB Expected Count Count OCCUPATION OF RESPONDENT BUSINESS Expected Count Count HOUSEWIF Expected E Count Count RETIRED Expected Count Count Total Expected Count 23 23.0 28 26.7 4 3.7 36 36.8 1 1.8 92 92.0 NO 2 1.3 1 1.5 0 .2 1 2.0 1 .1 5 5.0 ACCORDING TO MESSAGE Cross
107
Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 14.384a 10.423 8 8 .072 .237
2.833
.092
100
Interpretation: From the above study, alternative hypotheses (H1) accept and null hypothesis reject because chi square is more than 0.05.
108
(5) H0: there is no relationship between an age of respondent and perception of an respondent towards social behavior. H1: there is relationship between an age of respondent and perception of an respondent towards social behavior. Advertisement Influence Responded AGE OF RESPONDED 18-29
Count ADVERTISEMENT INFLUENCE PERCEPTION TOWARDS THE NO Expected Count 7.8 Count Total Expected Count 52.0 18.0 52 2.7 18 Count 14 0 YES Expected Count 44.2 15.3 38
Perception Towards The Social Behaviour * Age Of
30-39
18
40-49 21 17.9 0 3.2 21
50-59 5 5.1 1 .9 6
SOCIAL BEHAVIOUR
21.0
6.0
AGE RESPONDED
OF Total
MORE THEN 60
ADVERTISEMENT INFLUENCE TOWARDS PERCEPTION YES THE SOCIAL Expected Count Count
3 2.6
85 85.0
109
BEHAVIOUR NO
Count Expected Count Count
0 .5 3 3.0
15 15.0 100 100.0
Total
Expected Count
Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 13.223a 18.556 4 4 .010 .001
6.960
.008
100
Interpretation: From the above study, alternative hypotheses (H1) reject and null hypothesis accept because chi square is more than 0.05.
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Chapter 6:- Results and findings

More Impact of Social Advertisement Was Noted Of Age Group 18 To 29 Years Which Is Of 52% 42% Of Respondents Were Watching Television For 1 To 3 Hours Per Day. 75% Of Respondent Listens Social Advertisements While Listening Radio. 85% of perception Changes of People Due To Impact of Social Advertisements on Them. 90% Of Respondents Finds That Social Advertisements Are Informative. 68% Of Respondents Donates Blood Due To Advertisements And 81% Of People Is Having Importance Of It. 68% Of Respondents Give Polio Drops To Their Childrens 83% Of Respondents Thinks That Saving Water Is Important To Them. 46.3% Of Respondents Finds That It Is There Responsibility To Pay Income Tax. 82% Of Respondents Personally Thinks For Saving Girl Child. 92% of People Changes There Behavior Due To an Impact of Social Advertisement on Them.
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Chapter 7:- Limitation Of The Study

Analysis is done on the basis of response of Ahmedabad people Study is applicable to Ahmedabad only; it may not be applicable to other areas. Sample size is limited to 100 people (house wife, jobbers, and students) and size may not adequately represent the whole Ahmedabad. Time is less for this study
Chapter 8:- suggestions

Government can improve social advertisement and target each and every area Social add should be more creative and attractive so people like to see more. When social adds are endorsed by celebrities than it makes more impact on people related to that add.
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Chapter 9:-conclusion
This is an opportunities for training in the IMRB INTERNATIONAL. In the training of IMRB INTERNATIONAL Company we are being aware of operation of the company but we cannot get complete idea of research to period of time. We have made a project report on impact of social advertisement We have done survey from 10th June to 3rd July in the market. We all respondents were given full response for preparing a project report based on our survey. With the help of these research we can conclude that we had a great experience of the field work, wandering to different places and knowing the perception of different people, lifestyles all by doing survey. From this study we conclude that TV advertisement is create more impact on people, 18 to 29 years age group more impact show, perception Changes of People Due To Impact of Social Advertisements on Them, Respondents Finds That Social Advertisements Are Informative.
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Annexure
Questionnaire
We are the students of Sal institute of management and we are conducting a research on impact on social advertisements as a part of our academic syllabus and for the same purpose we request your support and coordination. Name: ------------------------------------------------------------------------------------------------------Mobil no: ---------------------------------------------------------------------------------------------------Email id: ---------------------------------------------------------------------------------------------------Age 18-29 30-39 4049 50-59 More then 60 1 2 3 4 5 marital statuses Married 1 Single 2 Others 3
Female Male
Gender 1 2
Occupation Student 1 Job 2 Business 3 Housewife 4 Retired 5
Income p/m No income 1 5000 - 25000 2 25001 - 50000 3 50001 75000 4 More then 5 75000
(1) Which types of advertising media you aware about? Television Hoardings / bill boards 1 2 Radio Newspaper / magazines 3 4
(2) How much time you spend on watching television per day? Less than 1 hr 1hr to 3 hr 1 2 3hr to 5 hr 5hr or more 3 4
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(3) Do you notice social advertisement while you watching television? Yes No 1 2
(4) How much time you spend on listeing radio per day? Less than 1 hr 1hr to 3 hr 1 2 3hr to 5 hr 5hr or more 3 4
(5) Do you listing any social advertisement on radio? Yes 1 No 2 (6) How many hoardings do you remember per day? 0 to 5 5 to 10 1 2 10 to 15 15 or more 3 4
(7) Do you notice any hoardings for social advertisement? Yes No (8) Which media gets your attention? Word of mouth Radio Television 1 2 3 Pamphlets Hoardings 4 5 1 2
(9) Do you discuss about advertisements with your friends or family? Yes No 1 2
(10) Which types of advertisements you discuss with your friends or family? Romantic Social Commercial 1 2 3 Entertainments Fast food Shopping 4 5 6
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(11) Yes 11.1 does advertisement influence your perception towards the social 1 behavior? 11.2 do you agree that social advertisement in India are informative? 1 No 2 2
(12) Which social advertisement you remember most? (Multiple tick) Save tiger Save girl child Aids Eye donation Donate blood Saving trees Saving water Pulse polio Anti smoking Wearing seat belt 1 2 3 4 5 6 7 8 9 10 Wearing helmet Contraceptic pills Pay income tax Respect national anthems Saving electricity Jago grahak jago Renovation of school Safe driving Respect to tourists 11 12 13 14 15 16 17 18 19
(13) Which social advertisement motivates you? (Multiple tick) Saving tiger 1 Wearing helmet Saving girl child 2 Contraceptic pills Aids 3 Pay income tax Eye donation 4 Respect national anthems Donate blood 5 Saving electricity Saving trees 6 Jago grahak jago Saving water 7 Renovation of school Pulse polio 8 Safe driving Anti smoking 9 Respect to tourists Wearing seat belt 10 (14) Which messages you follow form the advertisement? (Multiples tick) Saving tiger Saving girl child Aids Eye donation Donate blood Saving trees Saving water
11 12 13 14 15 16 17 18 19
1 2 3 4 5 6 7
Wearing helmet Contraceptic pills Pay income tax Respect national anthems Saving electricity Jago grahak jago Renovation of school
11 12 13 14 15 16 17
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Pulse polio Anti smoking Wearing seat belt
8 9 10
Safe driving Respect to tourists
18 19
(15) Blood donation Yes 15.1 Do you donate blood? 15.2 Blood donation is important part for you? 15.3 Due to advertisement you donate blood? 1 1 1 No 2 2 2
(16) Saving electricity Yes 16.1When you purchase electronic items you see star which given to product? 16.2 Due to advertisement you think for saving electricity (17) Pulse polio Yes 17.1 do you give drops of polio to your child by being inspired from social advertisements? 17.2 if yes you than when do you need to visit polio camp? (18) Save water 18.1 How water saving is important for you? Very important Fairly important 1 2 Not very important Not at all important 3 4 1 1 No 2 2 1 1 No 2 2
18.2 What is your suggestion for saving water? ------------------------------------------------------------------------------------------------------18.3 Due to advertisement you think for saving water? Yes
1
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No (19) Save tiger
Yes 19.1 have you ever thought about saving tiger? 19.2 Due to advertisement you think for saving tiger? (20) Save tree Yes 20.1 have you ever thought about saving tree? 20.2 Due to advertisement you think for saving tree? (21) Income tax 21.1 do you pay income tax if you able for that? Yes No 21.2 If yes then, do you pay income tax because of? You think its your responsibility By inspired government adds 21.3 If no then Your are not eligible to pay tax Dont want to give tax (22) Save girl child 22.1 Have you ever thought about saving girl child? Yes No 1 2 1 2 1 2 1 2 1 1 1 1
No 2 2
No 2 2
You dont want to involve in corruptions You dont want to that income tax department red at your shop You think that why should give to government its your income then you spend Others
3 4
3 4
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22.2 If yes then by which way you inspired for saving girl child? You like personally You inspired by others By inspired social advertisement (23) Respect to national anthems 23.1 Do you ever think about to respect over national anthems? Yes No 1 2 1 2 3 You inspired by government schemes , benefits Others facility which provide to girl 4 5
23.2 If yes then which type of activity you have done for that?
23.3 If no then give reason for it.
(24) Aids awareness 24.1 Yes 24.1.1 Have you seen any aids awareness add? 24.2.2 Have you meet any aids patients? 1 2 No 1 2
24.2 if yes then How you behave with them? Normal behavior Rudely 1 2
(25)How well do you remember this social advertisement? Don't remember at all 1 Remember company and product but not ad Remember ad 3 4
Remember company but not product 2 or ad
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(26)What you think when you see social advertisement? (Give rank between 1 to 4) I feel personally involved and like it I believe the idea it tells theoretically I will try things out for myself I like to see results from my research
(27) Which form of social advertisement creates a more impact on you? 1 Just the printed word Movie action oriented Word with sound Word with visual 2 3 Picture / depending on story
4 5
(28) How long does the impact of social advertisement last on you? Few hours One day One week 1 2 3 One month More than one month 4 5
(29) When I see social advertisement? Give rank between 1to 4 I get involved I like to observe I like to be active I evaluate things
(30) After see social advertisement your behavior will be change according to message? Yes No 1 2
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(31) How do you agree to these statements which describe advertising nowadays? Strongly agree Agree Neutral Disa gree Strongl y disagre e 1
31.1advertising is essential to the prosperity of my countrys economy 31.2 social motivation advertisement provides necessary
5 31.3 today there is too much advertising, it is a waste of money and which bother to my life
(32) When I am watching a social advertisement? (Give rank between 1 to 4) I am a responsible person I am a reserved person I am a rational person I am an accepting person
(33) Any suggestions regarding social advertisements in India ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
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Bibliography
Website : http://www.tamindia.com http://adage.com/article/ad-review/garfield-s-long-awaited-google-s-super-bowlad/142107/ http://www.adassoc.org.uk/write/Documents/AA%20Warc%20Q2%202012%20stats.pdf www.youtube.com Www. Google.co.in Wikipedia
Books: Advertising Express April 2010 George E Belch and Michel A Belch, Advertising & Promotion, McGraw Hill, Singapore, 1998. C.R.Kothari (2003), Research methodology- methods and techniques, (Second Edition, Vishwa Prakashan publishing house) Wikinson, Bhandarkar (2000), Methodology and Technology of Social Research, (Sixteenth Edition, Himalaya Publishing House)
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Impact of Social Advertisement On Indian Society

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IMPACT OF SOCIAL ADVERTISMENT

SUMMER INTERNSHIP PROJECT

aChapter 1:- Basic About Advertisements

1.1 What Is Advertisement?

SAL INSTITUE OF MANAGEMENT

IMPACT OF SOCIAL ADVERTISMENT

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1.2 Types Of Advertising (A)

(B)Outdoor advertising, bill boards, kiosks, trade shows and events

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(C) Broadcasting-Television, Radio and Internet

(D)Covert Advertising Advertising In Movies

(E)Surrogate Advertising Advertising Indirectly

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(F)Public service advertising advertising for social causes

1.3 Purpose Of Advertisement

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1.4The effects of advertising on society

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Sources can be found at link below.

1.5 Advertisement Sector In World

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The Birth of the Slogan

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The Emergence of Brands

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1.6 Advertisement in India

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Chapter 2:- About Social Advertisement

2.2 Social Advertisements Is Necessary

2.3 Why Private Company Using Social Advertisement?

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