A Study of Awareness and Effectiveness of Social Advertising in Thane District

Abstract

The present study entitled A Study of Awareness and Effectiveness of Social Advertising in Thane District is undertaken with the intention of finding out the extent of awareness and effectiveness of such a powerful tool in changing the attitude of the young minds in the selected study area. The social issues are continuously rising in our country and it is the time to respond to such social issues by making the young energetic minds as the catalyst of change. Advertising is always considered as a powerful medium to reach to the masses. Therefore, the following study was undertaken in the selected suburbs of Thane District. Presented in seven chapters, the study concludes with the suggestions that can make a difference in the strategy of all those who are directly or indirectly related to the field of advertising. newlineChapter 1 Introduction newlineThe basic question asked by Weibe G. D. in 1952 about why advertising cannot be used to sell brotherhood as it is used for selling soap. This was the first time that the role of advertising was broadened beyond the enhancer of commercial goods. This question triggered the intellectual minds at the international level who tried to use this tool for injecting a spark of sensitivity among the viewers towards the society and its issues. This made such tool very crucial for use in the third world or developing countries like ours. So the first chapter includes the introduction of the concept of advertising and social advertising. Then it proceeds to the concept in Indian context with a small history and the difference between the commercial advertising and the major social advertising campaigns held in India. Major social advertising campaigns held in India are also covered. The relationship between the advertising and the society is clearly stated. newlineChapter 2 Literature Review newlineIn order to find out the extent to which this topic is researched internationally and in our nation, review of literature was done. It was surprising to find out that developed countries has realized the im