A STUDY OF IMPACT OF SOCIAL ADVERTISEMENT

WITH RESPECT TO
ATTITUDE AND BEHAVIOR

SUBMITTED TO
PUNJAB TECHNICAL UNIVERSITY JALANDHAR
IN PARTIAL FULFILMENT OF THE REQUIRMENT FOR THE
AWARD OF DEGREE OF
MASTERS IN BUSINESS ADMINISTRATION
(Specialization: Marketing)

By

Aman Bansal
(7065222358)

GIAN JYOTI INSTITUTE OF MANAGEMENT & TECHNOLOGY, MOHALI

(2007-2009)

ACKNOWLEDGEMENT

A formal statement of acknowledgement will hardly meet the ends of justice in the matter of
expressing my deep sense of gratitude and obligation to all those who helped me in the
completion of this project report.
The past two months working on this project under the guidance of my Project Guide has greatly
influenced my way of thinking towards facing the challenges during day-to-day development of
this project. This will help me a lot in future as I move further ahead in my professional life in
the days to come.
The acknowledgment would not be complete without expressing my indebtedness to my Honble
Director Dr. Vimal K. Aggarwal who have been consistently and persistently providing immense
help to me in my project.
I would like to sincerely thank Dr. Karminder Ghuman, Deputy Director Gian Jyoti Institute of
Management and Technology, Mohali who guided me in this project and was the constant source
of reference for me and showed full interest at each and every step of my project. He made the
intricacies of the existing project clear to me.
Last but not the least I would also like to express my gratitude to all my friends who helped me a
lot throughout this project.

Aman Bansal

7065222358

CERTIFICATE OF COMPLETION

This is to certify that the Project entitled A STUDY OF IMPACT OF SOCIAL

ADVERTISEMENT WITH RESPECT TO ATTITUDE AND BEHAVIOR is a bonafide
work of Aman Bansal student of Masters of Business Administration Marketing (2007-2009).
This project is submitted in the partial fulfillment of his MBA curriculum & was successfully
completed under my guidance.

Wish him All the Best for future endeavors.

Date:

Dr. Karminder Ghuman

(Project Guide)

DECLARATION
I hereby declare that the work, which is being presented in the project report A STUDY OF
IMPACT OF SOCIAL ADVERTISEMENT WITH RESPECT TO ATTITUDE AND
BEHAVIOR for partial fulfillment of the requirement for the degree of Masters of Business
Administration submitted in Gain Jyoti institute of management & technology, Mohali which is
Affiliated to Punjab Technical University, Jallandhar is record of my own work and is carried out
under the guidance of Dr. Karminder Ghuman (Dy. Director, GJIMT, Mohali).

Aman Bansal
7065222358

EXECUTIVE SUMMARY
Someone has rightly said that practical experience is far better and closer to the real world than
mere theoretical exposure. The practical experience helps the student to view the real business
world closely, which in turn widely influences his/her perceptions and understanding of the real
situation.
Research work constitutes the backbone of any management education program. A management
student has to do research work quite frequently during his entire life span.
The research work entitled A Study of Impact of Social Advertisement With Respect To
Attitude and Behavior aims to study recent social advertising campaigns in India to determine
whether such campaigns work.
The project critically analyses the advertising campaigns used, and aims to determine the range
of factors that create a successful social advertising campaign.
A range of theories and models are studied in the project including social advertising,
communication and consumer behavior. There is also an outline of the background and history of
social advertising.
Overall the analysis of the case studies shows that social marketing campaigns do work
effectively in raising awareness of health issues although there are some questions over the
extent to which they can change population behavior. There is still a need for greater research
into this area. Nonetheless the conclusions of the project are positive with regard to social
marketing campaigns in health.
This project has offered me an opportunity to put all my efforts and the theoretical knowledge to
practice and enhance my knowledge, and at the same time, given me practical experience in the
field of marketing. It is surely going to help me in my future projects too.
In the preparation of this report, I have made every effort to ensure that all steps involved in
development of this project are adequately covered and the report be completed in it. Any
suggestions for improvement, if rendered, will be gratefully accepted.
I sincerely hope that this project will prove pure knowledge imparting, through provoking and
thus stimulating future research work on these guidelines.

TABLE OF CONTENTS

CHAPTER

PAGE NO.

ACKNOWLEDGEMENT

CERTIFICATE OF COMPLETION

II

DECLARATION

III

EXECUTIVE SUMMARY

IV

1. Introduction

1-24

1.1 Social Marketing

1.2 Seven Ps of Social Marketing

1.3 Social Advertising

1.4 The Contribution of Advertising Sector to Society

11

1.5 Ethics in Advertising and its Impact

11

1.6 Attitude

13

1.7 Behavior

13

1.8 Social Advertising Campaigns in India

14

2. REVIEW OF LITERATURE

25-31

3. RESEARCH METHODOLOGY

32-40

3.1 Defining the problem & Research Objectives

34

3.2 Developing the Research Plan

34

3.3 Research Approach

35
35

3.4 Research Instrument

36

3.5 Selection of Campaigns

37

3.6 Collecting the Information

38

3.7 Analyze the Information

38

3.8 Presentation of Findings

39
40

Limitations Of The Study

4. DATA ANALYSIS & INTERPRETATION

41-54

5. MAJOR FINDINGS AND CONCLUSION

55-57

6. RECOMMENDATIONS

58-59

BIBLIOGRAPHY

60-64

ANNEXURE

65-68

LIST OF TABLES
S.No.

PARTICULARS

PAGE NO.

4.1

Gender of the Respondents

42

4.2

Profession of the Respondents

43

4.3

Number Of Respondents Who Watch Social Advertisements

44

4.4

Awareness of the Social Advertisements among Respondents

45

4.5

Most Successful Media for Social Advertising

46

4.6

Awareness of Social Issues Prior to Social Advertising

47

campaigns
4.7

Opinion of the Respondents Regarding the Effectiveness of

48

Social Advertisements with Respect to the following

Parameters
4.8

Perception towards Social Advertising

49

4.9

Effect of Campaigns on Respondents So As To Make Them

50

Realise the Importance of These Issues

4.10

Various Action Taken By the Respondents after Coming across

51

Various Social Advertisements

4.11

Reason for Reservation against Some Social Advertisements

53

LIST OF FIGURES
S.No.

PARTICULARS

PAGE NO.

1.1

Jago Grahak Jago Advertisement

15

1.2

Pulse Polio Advertisement

17

1.3

Blood Donation Advertisement

18

1.4

Aids Awareness Advertisement

20

1.5

Pollution Control Advertisement - 1

21

1.6

Pollution Control Advertisement - 2

22

1.7

Dont Drink and Drive Advertisement

23

1.8

Adopt a Child Advertisement

24