Effectiveness of social advertisement in promoting adoption of health and hygiene practices by rural women
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Date
2018
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Punjab Agricultural University, Ludhiana
Abstract
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.
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