Social Advertisements and Recall

Social Advertisements and Recall

Anish Yousaf (ICFAI Business School (IBS), Hyderabad, India) and Roktim Sarmah (Mittal School of Business, Lovely Professional University, India)
DOI: 10.4018/978-1-7998-3473-1.ch152
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Abstract

Researches in the context of social advertisement are carried out in European nations with few exceptions from India where various social advertisement campaigns are run by central as well as state governments. Current study is an attempt towards measuring recall of popular social advertisement campaigns in India and to explore the reasons for the same using an exploratory study. Data was collected using a structured questionnaire. A total of 400 respondents participate in the study with a response rate of 86%. Findings revealed that Swachh Bharat Abhiyaan was the most recalled social advertisement campaign followed by Pulse Polio Abhiyan and Cancer advertisement campaign. Result revealed that social advertisements promoted using celebrity(ies) and politicians have more impact and high recall. It was also found that social advertisements using television and social networking sites as media tools are widely accepted among youths. Findings of the study will be helpful for policy makers who can use the findings to promote various social advertisement campaigns.
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Background

Social advertising tries to bring change in the perception of individuals, which at large would bring change in the society. Generally, individuals want them to be the cause of a good cause. It is highly welcomed by all ages than action, humor and sexual appeal in commercial. Research in the area of social advertising is not new though initial researches were carried out in the area of advertising related to tobacco marketing, HIV and similar diseases (Sharma, 2012; Cismaru, Lavack, and Markewisc, 2009). Doing an ethnographic study, Ritson and Elliott (1999) explored the social uses of advertising, within an adolescent audience, arguing that social implications of advertising changes consumer behaviour positively. Advertising text can provide an independent source for rituals that are enacted in a variety of social contexts in order to confer meaning onto their participants and audience. Advertising can form the basis for a wide variety of social interactions that can potentially influence both the qualitative nature and quantitative magnitude of the effect of a particular execution on members of the target audience.

Key Terms in this Chapter

Social Marketing Campaigns: In public health, many social marketing campaigns include a specific behavior change component.

Social Advertising Effectiveness: Is a measure of effectiveness of the social advertising in a way similar to measuring the effectiveness of the campaign.

Social Marketing: Is an approach used to develop activities aimed at changing or maintaining people's behaviour for the benefit of individuals and society as a whole. Social marketing aims to develop and integrate marketing concepts with other approaches to, in turn, influence behaviors that benefit individuals and communities for the greater social good.

Advertising: Is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them.

Social Advertising: Advertisements that promote a community's health and well-being, such as programs that educate people about drugs, diseases, and other social issues.

Celebrity Endorsements: Are forms of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect, or awareness amongst the people. Such people advertise for a product lending their names or images to promote a product or service.

Advertising Recall: Is a measure of advertising effectiveness in which a sample of respondents is exposed to an ad and then at a later point in time is asked if they remember the ad.

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