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People From Slum Areas In Mumbai Suburban District

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1. Introduction
It could be said that social advertising is a ‘‘younger sister‘‘of commercial advertising, which is one of the tools of marketing communication mix. Social advertising identifies social problems and it informs about them, but it does not try to offer immediate solutions. Social advertising does not promote any products, firms or services; its main goal is to evoke a sense of responsibility or to make people do a change in their behavior and attitudes. It promotes a community’s health and well being, such as programs that educate people about drugs, diseases and other social issues. Advertising is multidimensional and is definitely a form of publicity. Any form of mass communication has a social responsibility attached with it and thus advertisement is no exception.

Advertisements are meant for the masses and people relate themselves with this medium. Thus, for understanding its responsibilities towards the public, its positive and the negative aspects needs to understood. It is not only a powerful medium of mass communication but also is a vital component of the economic system, a means of financing mass media, an art form, a social institution, an instrument of business management, a profession and last but not the least a field of employment As it is quite clear that advertising is one of the most influential tools of mass communication, there is no doubt regarding the fact that any information delivered through this mode create an impact. In this context role of public service or social service advertising needs to be mentioned.

It is also referred as development advertising. Public service or social awareness advertising mainly focuses on social issues like national integration, pollution, family planning, care and concern for aged and disabled, awareness campaigns against smoking, drugs, alcohol, etc. The primary purpose of this type of advertising is to educate the masses through hard hitting messages. This type of advertising does not sell products rather effective messages and ideas. Advertisements really are one of the most powerful and strongest medium of mass communication and when authentic and unbiased messages are delivered through this medium, the products get an instant positive response in the market. It all depends on the advertisers, who introduce the products or services with complete authenticity and without forgetting their responsibility towards the community.

Advertisements do have a social responsibility and it wouldn’t be wrong to state that people can be successfully made aware of the all the concerned and relevant social issues through this significant tool of mass communication. Hence now-a-days large companies come out with advertising by conveying social messages to the public as a part of their business ethics rather than just simply doing commercial advertisements. The research puts an effort to study how the social advertisements impact the behavior of the people from the slum areas., as most of the social issues arise from the poorer section of the society because of poverty and illiteracy. If they are educated regarding the social problems which the country is facing, then automatically several issues of the society and country as a whole will be minimized. This will give an impetus to social advertiser to work more on it for the betterment of the society and country. 2. Significance of the study

Social marketing is used to influence people to change their behavior for the sake of those social issues. Thus the study can be useful to: 1) It will be helpful to educate the society regarding various social issues, for which several companies are taking efforts to minimize it. 2) This study may help to generate more concern for the social issues. 3) This study will also help the consumer to solve certain social problems as creative advertisements are made in public interest to educate people about family planning, AIDS awareness, saving water and electricity, giving children compulsory education, providing a right kind of nutrition to mother and her new – born infant, abolishing child labor, giving compulsory polio drops to the children below five years, giving importance to girl child also, avoiding sex discrimination etc. 4) This study motivates the public to engage in voluntary social activity such as community service, energy conservation, recycling etc. 5) This study helps to educate or motivate target audiences to undertake socially desirable actions. 6) This study will help in creating awareness among the poorer section of the society regarding social problems and issues. 3. Objectives of the study

The main objective is to study the impact of the social advertisement among the people in slum areas and to know the change in their behavior with this regard: a. To study the conceptual framework of social advertising in India and its impact on the behavior of poor people. b. To examine how the behavior of the people have changed looking into the advertisement. c. To study whether they really understand and implement the importance of the message conveyed in the social advertisement. d. To study the awareness about the social issues among the people from the slum areas and to know whether they give any importance to the social problems. e. To give valuable suggestions for creating better impact of social advertising on the poor people staying in slum areas of Mumbai suburban district.

4. Hypotheses:

H1 – There is change in behavior of the people because of the social advertisement

HO – There is no relation between social advertising and change in the attributes of people staying in slum areas.

5. Research Methodology
The research will be pertaining to change in consumer behavior because of social advertising from the poor people staying in slum areas in Mumbai suburb areas. The researcher will collect data from the slum areas of Mumbai Suburban district i.e. From Mumbai Western Suburb the researcher will collect data from the slum areas of Andheri, Bandra and Santacruz which constitute a sample of 300 respondents. And from Mumbai Central suburban the researcher will collect data from the slum areas of Dharavi, Chembur and Kurla which also constitute a sample of 300 respondents. To collect data from theses respondents the researcher will be using primary as well as secondary source.

a) Secondary Data :
To collect secondary data the researcher will visit library to collect information regarding advertising, social advertising, social issues of the
country from various books, journals, magazines, periodicals and various other published and unpublished sources of data. The researcher will also visit various websites to know the current issues of the society and and to collect the details about the various social advertisement.

b) Primary Data :
The researcher will collect Primary data through interviews and questionnaires. The researcher will visit the people from slum areas and have detailed discussion and interviews with them. The researcher will seek the information from the respondent through schedules and questionnaire prepared for the same.

c) Data Processing and Analysis
The data collected for the purpose of research shall be first classified and coded by using the SPSS package (Statistical Package for Social Science). The coded data will be further analyzed by using appropriate techniques such as F-test and T-test to present a rational and unprejudiced view of the situation.

6. Sampling and Sampling Design

The method of sampling used for the purpose of study will be stratified random sampling method. The number of people in each suburban is large hence the random sampling method has to be applied.

Zone| Areas| Age group from 18 to 30| Age group from 31 to 40| Age group from 41 to 60| Total| Western Suburbs| Andheri| 30| 40| 30| 100|
| Bandra| 30| 40| 30| 100|
| Santacruz| 30| 40| 30| 100|
Central Suburbs| Dharavi| 30| 40| 30| 100|
| Chembur| 30| 40| 30| 100|
| Kurla| 30| 40| 30| 100|
TOTAL| | 180| 240| 180| 600|

7. Limitations of the study
The present study has the following limitations:
1. Advertising is a vast concept, but the study is done only on social advertising 2. The sample constitutes only respondents from the slum areas and not from other residence. 3. The researcher will study impact of social advertisement only from Mumbai suburban. And even in Mumbai suburban district only three areas are selected from each suburban. 4. As the respondents are from slum areas, there is a possibility that many might be illiterate and needs translation to get the response. 5. Since this is sample survey, researcher will apply the conclusion to entire population.

8. Chapter scheme
The suggested chapter arrangement for the present study is as follows –
Chapter 1. Introduction of study
Chapter 2. Conceptual framework of the study
Chapter 3. Review of Literature
Chapter 4. Social advertising in India
Chapter 5. Data analysis and Interpretation
Chapter 6. Conclusion and Findings
Chapter 7. Suggestions and Recommendations

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