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Author: Bhalla, Sumita × End date: 2018 × Start date: 2018 × Thesis Type: M.Sc ×
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    Effectiveness of social advertisement in promoting adoption of health and hygiene practices by rural women
    (Punjab Agricultural University, Ludhiana, 2018) Bhalla, Sumita; Sharma, Preeti
    The present investigation entitled “Effectiveness of social advertisement in promoting adoption of health and hygiene practices by rural women” was conducted with the objectives to study the TV viewing behaviour of rural women regarding social advertisement on health and hygiene practices, to explore the opinion of rural women about the quality of social advertisement, to assess the effectiveness of social advertisement in promoting adoption of selected health and hygiene practices.The study was conducted in purposively selected two districts of Punjab. The most frequently telecasted five social advertisements during the month of June, 2017 were selected after consultation with experts. Data was collected from 160 purposively selected rural women using pre-tested structured interview schedule. The findings revealed that majority of the respondents had medium to high level of exposure to mass media. Majority of the respondents had moderate (71.88%) level of TV viewing behaviour. Almost all the respondents perceived time of the social advertisements on pregnancy check-up (95.00%) and immunization (96.25%) appropriate. The duration and frequency of social advertisement on immunization was found appropriate by almost all the respondents. Almost all the respondents opined all the selected social advertisements having appropriate information quality and perceived appropriate use of language, attractive and action oriented presentation of social advertisements. The most liked social advertisement was on pregnancy check-up. Regarding the effectiveness of social advertisement, most of the respondents reached to adoption stage of keeping the environment clean (91.25%) followed by immunizing their children (83.13%), breast feeding (66.38%) and use of ORS/Zinc during diarrhoea (42.50%). A positive relationship was found between TV viewing behaviour for social advertisements and the adoption of selected health and hygiene practices.