Public Service Advertising of the Health Care Service Sector in Tripura, India

Dhananjoy Datta

Sudhakar Patra

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Document from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Passed...

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Document from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Passed, , language: English, abstract: This study is an attempt to explain the economics of Selected Public Service Advertising of Health Care Service Sector in Tripura, India, specifically pertaining to efficiency, effectiveness, value and behavior in the production and consumption of health care service. Hence, the main objectives of the research work are to understand the effectiveness of the economics of selected health care service sector related public service outdoors advertising, specifically pertaining to the internal and external elements that make them effective and successful for both public or consumers and the government in Tripura. Secondly, to find out influence of health care service sector related public service television advertising in electronic media and its effect in pursuing the announcement made for public cause in Tripura. Thirdly, to find out influence of health care service sector related public service print media advertising and its effect in pursuing the announcement made for public cause in Tripura. Fourthly, to find out the overall reach of the recent government sponsored health care service sector related public service advertising among public in Tripura and finally, to find out the right media for telecasting the health care service sector related public service advertising to make it more effective. This study is mainly based on the primary and secondary data. Primary data collected through pre-tested questionnaire and secondary data collected from the various sources like published reports, Web Articles, Journals and research report etc. The total sample size for the study is 540 and purposively divided into two parts, 240 sample for the study area and 300 for the all-India level case study. 240 sample sizes were collected covering all (eight) district of Tripura and 300 sample sizes were considered purposively for the case study analysis at all India level. General socio-economic and demographic characteristics of respondents from the study area were analyzed through Frequency, Percentage Table and Pie Chart, Hypotheses analyses were carried out using Chi square test and calculation of Phi and Cramer's V were carried out to measure the effect, Pearson Correlations were carried out involving Public service advertising observation experiences and socio-economic characteristics of the respondents, Multiple stepwise forward logistic regressions analysis were carried out to measure the influence of observational experience of Public service advertising of Health care service Sector in Tripura, India, Bar chart for all statement in the questionnaire, Factor Analysis, KMO and Bartlett's Test (Factor wise questions/items), Basic and Descriptive Statistics like mean, median, SD, variance etc., Histograms, t-test are also used in the study and The Kruskal-Wallis test - a non-parametric alternative to the One-way ANOVA, Spearman correlation coefficient are also used in the study with the help of SPSS.