Social Advertisements and Recall

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Author(s): Anish Yousaf (ICFAI Business School (IBS), Hyderabad, India)and Roktim Sarmah (Mittal School of Business, Lovely Professional University, India)
Copyright: 2021
Pages: 11
Source title: Encyclopedia of Organizational Knowledge, Administration, and Technology
Source Author(s)/Editor(s): Mehdi Khosrow-Pour D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-7998-3473-1.ch152

Keywords: Administration & Leadership / Business & Management / Business and Organizational Research / Business Science Reference

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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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