Perception and Awareness of Youth Toward the Social Advertising Campaigns Being Run by Private Brands

Abstract

Advertising is a nicely designed and encapsulated communication about any product or service that gives a brief picture and an attractive and appealing message intending to arouse the interest of target consumers. Information technology is rapidly changing the pace of this communication. When it comes to advertisement and campaigns blended with IT tools, social media plays most the significant role. The aim of this research is to check whether the youth are aware of various social advertising campaigns being run by different organizations and what is their perception about these campaigns. A sample of 300 students enrolled in a large private Indian university chosen on the basis of convenience sampling were considered for collecting data. A structured questionnaire was administered to extract the required data. The result shows that 64.3% respondents thinks that the advertisements which are being run for social causes are real and these advertisements genuinely have a purpose of spreading awareness about any particular social cause. The study further highlighted that the youth pays more heed to those advertisements which are using celebrity with a combination of good music and story. The study focuses on the variables like awareness and perception of youths regarding the social advertisement campaigns and various factors that are responsible for influencing the behavior of individual towards the advertisements including gender, age group, geographical location, qualification, and background.