Authors

1. Dr. Atul Gupta

Affiliation

• Assistant Professor, Department of Management Studies, Swami Keshvanand Institute of Technology, Jaipur

Abstract

Advertising is the language of marketing. It has an influential, pervasive and powerful influence on
society. According to ASCI (Advertising Standards Council of India) advertising is 'any paid form of
communication focused to the society or a section of it, the imperative of which is to persuade the
opinions or behaviour of those to whom it is focused.' The connection between society and
advertising has always come in for a lot of flak. All over the place in the world, system of advertising
has been arraigned of adding iniquities in the world critic that change the marketing system on the
foundation that it supports too much interest in the material belongings. Critics do not view this
interest in substance things as a natural state of mind but rather a false want formed by
advertisements. It fosters approving perceptions of people about banned products and contributes in
enhancing the evils in the society. The present research is such type to study the effectiveness of
social advertising in shaping the behavior and attitude of the people. By adhering to the appropriate
research mechanisms, the study collected and analyzed data from 500 respondents belong to all the
strata of the population covering five major cities of Rajasthan i.e. Jaipur, Bharatpur, Udaipur, Kota.
Ajmer. Primary data were used in the study and a descriptive research design was carried out with a
structured questionnaire. Data analysis was carried out by using 'F-test' and independent sample 'ttest'. The prime findings of the study showed that though some people remain ignorant towards these
advertising but in the study it is found that there is significant impact of social advertising campaigns
in shaping the behaviour of the People in Rajasthan. The study is of prominent importance as the
investment done on these social advertising involved huge financial costs. Not only government but
also the private sector companies are following the path of these advertising for promotion their
products and organization. So the study got its relevance to analyses the effectiveness of social
advertising.

Keywords

Social Advertising, Awareness, Behaviour of People

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