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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Background of study
- Statement of the Problem
- Rationale, Practical Utility and Need of the study
- Research Gap
- Objectives of the study
- Formulation of hypotheses
- Research Questions
- Limitations of the Study
- Review of Literature
- Introduction
- Motivation and Practical Utility of the Study
- Literature Review
- Findings, Summarizations and Concluding Observation
- Methodological Framework
- Geographical Coverage
- Subject matter coverage
- Respondents and Sample Size
- Method of primary data collection
- Method of Secondary data collection
- Interview Schedule
- General socio-economic characteristics of respondents
- Gender of the respondents
- Age of the respondents
- Education
- Category or Caste
- Nature of Family
- Occupational status
- Marital Status
- Resident Location
- Public service advertising observation experiences related to advertising on Health care service
- Health care service-related public service advertisement telecasted or broadcasted in electronic media observation experiences
- Health care service sector related public service advertising published in the print media observation experiences
- Health care service sector related public service advertising given in outdoor media observation experiences
- Family Monthly income
- Maximum Annual Expenditure of the respondents
- Land Ownership in Area
- Types of Property Holding
- Hypotheses analysis methodology
- Coefficient of correlation among socio-economic characteristics
- Multiple stepwise logistic forward regressions analysis
- Factors Effecting Economics of Public service advertising of Health care service Sector in Tripura, India
- Field work
- Statistical and mathematical equation, tools and techniques used for the analysis of data
- Organization of report
- Conceptual Framework of Public Service Advertisement of Health Care Sector in India
- Abstract
- Introduction
- Objectives of Public Service health care related advertising
- Benefits of Health Care Advertising
- Communication Process in Public service advertising of health care service sector
- Marketing Communication Mix in Public Service Advertising of Health Care Service Sector
- Types of communication channels for public service advertising
- Promotional tools for public service advertising
- Public Service Advertising Research
- Classification of Public Service Advertising Research
- Conclusion
- Public Service Advertisement and Health Care Sector in Tripura
- Introduction
- Objectives of the study
- Hypothesis Testing
- Methodology
- General socio-economic, demographic characteristics of respondents from the Study area
- Gender of the Respondents
- Age of the Respondents
- Education or Literacy Status of the Respondents
- Category /Caste of the Respondents
- Family Size / Structure of the Respondents
- Occupational status or Type of Job of the Respondents
- Marital Status of the Respondents
- Resident Location of the Respondents
- Public service advertising observation experiences related to advertising on Health care service of the Respondents
- Family Monthly Income of the Respondents
- Land Ownership in Area of the Respondents
- Types of Property Holding of the Respondents
- Maximum Annual Expenditure on
- Hypotheses analysis
- Pearson Correlations involving public service advertising observation experiences and socio-economic characteristics of the respondents
- Multiple stepwise forward logistic regressions analysis (Influence of observational experience of public service advertising of Health care service Sector in Tripura, India)
- Awareness level Increases due to Public Service Advertisement related to healthcare service sector through the Electronic, Print and Outdoor Media among the Respondents
- Watch public service or public awareness advertisement or campaign related to healthcare service sector through the Electronic, Print and Outdoor Media
- Electronic, Print and Outdoor Media Delivers more public service or public awareness advertisement or campaign related to healthcare service sector
- Give Attempt to follow public service or public awareness advertisement or campaign related to healthcare service
- Recall the public service or public awareness advertisement or campaign related to healthcare service sector
- Public service or public awareness advertisement or campaign related to healthcare service sector can influence the cause of the massage
- Quality, Output and Reach are good of the public service or public awareness advertisement or campaign related to healthcare service sector dubbed from other language to Bengali
- Presently publicized public service or public awareness advertisement or campaigns related to healthcare service sector are easily understandable by general public, Interested and good production
- Celebrity used in the publicized ad/program are more prominent than the awareness content in the presently public service or public awareness advertisement or campaign related to healthcare service sector
- Presently publicized public service or public awareness advertise mentor campaign related to healthcare service sector are effective
- Reacted on Presently publicized public service or public awareness advertisement or campaign related to healthcare service sector
- Public service or public awareness advertisement or campaign related to healthcare service sector are represented in really good manner
- Reduction in Consumption habits takes place due to public service or public awareness advertising or campaign related to healthcare service sector and makes you to be more moral and loyal
- Public service or public awareness advertising or campaign related to healthcare service sector, you thought were poorly designed and/or placed
- Overall reach ability is good of the recent government sponsored health care service sector related public service advertising among public
- Health care service sector related public service advertisement can influence positively
- Health care service sector related public service advertisement is effective in pursuing the message made for public cause
- Right media for telecasting the health care service sector related public service advertising to make it more effective
- Selection of Ten (10) public service or public awareness advertisement or campaign based on their importance in healthcare service sector
- Selection of Five (05) media that delivers more public service or public awareness advertisement or campaign related to healthcare service sector from the electronic, print and outdoor media
- Selection of Ten (10) effective and efficient media from the Television Channels, Newspapers and Outdoor media which publicized more public service or public awareness advertisement or campaign related to healthcare service sector in comparison to other channels and newspapers in Tripura
- Overall Public service advertising related to Health care service sector
- Factors Effecting Economics of Public service advertising of Health care service Sector in Tripura, India
- Factor Analysis, KMO and Bartlett's Test (Factor wise questions / items)
- Electronic Media and Health Care Advertisement
- Abstract
- Introduction
- Research Gaps
- Objectives of the study
- Methodology
- Formulation of hypothesis
- Research Question
- Data Analysis, Results and Discussions – Conceptual & Contextual Relevance
- Galaxy of Histograms on socio-economic characteristics of respondents from the Study area
- Health care service sector related public service advertisement published or broadcasted in electronic media observation experiences of the Respondents
- Hypotheses analysis
- Health care service sector related public service advertisements published or broadcasted in electronic media
- Findings, Summarizations and Concluding Observation
- Print Media, Outdoor Media and Health Care Advertisement
- Abstract
- Introduction
- Objectives of the study
- Methodology
- Formulation of hypothesis
- Research Questions
- Data Analysis, Results and Discussions - A Conceptual & Contextual Relevance
- T-Test for socio-economic demographic characteristics and participating variables of respondents from the Study area
- Galaxy of Bar Charts on socio-economic characteristics of respondents from the Study area
- Health care service sector related public service advertising published in the print media observation experiences of the Respondents
- Health care service sector related public service advertising published in the print media
- Health care service sector related public service advertising given in outdoor media observation experiences of the Respondents
- Common best effective internal elements, which respondents feel are most critical to a public service or public awareness outdoor advertising or campaign related to healthcare service sector that leads publics to react to the message
- Common best effective external elements, which respondents feel are most critical to a public service or public awareness outdoor advertising or campaign related to healthcare service sector that leads publics to react to the message
- Health care service sector related public service advertising given in outdoor media
- Conclusion
- Effectiveness of Public Service Advertisement During Covid - 19 Pandemic
- Abstract
- Introduction
- Objectives of the case study
- Methodology
- Case study Research Question
- Case study Data Analysis, Results and Discussions - A Conceptual & Contextual Relevance
- General demographic, socio-economic characteristics of respondents from the case study
- Gender of the Respondents
- Age of the Respondents
- Education or Literacy Status of the Respondents
- Category /Caste of the Respondents
- Family Size / Structure of the Respondents
- Occupational status or Type of Job of the Respondents
- Marital Status of the Respondents
- Resident Location of the Respondents
- Public service advertising observation experiences related to advertising on Health care service sector of the Respondents
- Health care service sector related public service advertisement published or broadcasted in electronic media observation experiences of the Respondents
- Health care service sector related public service advertising published in the print media observation experiences of the Respondents
- Health care service sector related public service advertising given in outdoor media observation experiences of the Respondents
- Family Monthly Income of the Respondents
- Awareness level Increases due to Public Service Advertisement related to COVID 19 Pandemic of healthcare sector in India through the Electronic, Print and Outdoor Media
- Recall & share the public service or public awareness advertisement or campaign related message on COVID 19 Pandemic of healthcare sector in India
- Public service or public awareness advertisement or campaign related to COVID 19 Pandemic of healthcare sector in India can influence positively the cause of the message
- Presently publicized public service or public awareness advertisement or campaign related to COVID 19 Pandemic of healthcare sector in India is easily understandable by general public, Interested and good production
- Celebrity used in the publicized ad/program are more prominent than the awareness content in the presently public service or public awareness advertisement or campaign related to COVID 19 Pandemic of healthcare sector in India
- Presently publicized public service or public awareness advertise mentor campaign related to COVID 19 Pandemic of healthcare service sector in India is effective
- Overall reach ability is good of the recent government sponsored public service advertising among public on COVID 19 Pandemic of healthcare sector in India
- Public service advertisement on COVID 19 Pandemic of healthcare sector in India is effective in pursuing the message made for public cause
- Right media for telecasting the health care service sector related public service advertising on COVID 19 Pandemic in India to make it more effective
- Right media for telecasting the health care service sector related public service advertising on COVID 19 Pandemic in India to make it more effective Health care service sector related public service advertising on COVID 19 Pandemic given in outdoor media
- Health care service sector related public service advertising on COVID 19 Pandemic published in the print media
- Health care service sector related public service advertisements on COVID 19 Pandemic published or broadcasted through electronic media
- Overall Public service advertising on COVID 19 Pandemic related to Health care service sector in India
- Overall Public service advertising or awareness campaign through all electronic, print and outdoor media on COVID 19 Pandemic related to Health care service sector in India
- The Kruskal-Wallis Test
- The Spearman correlation coefficient Test & the Chi-square Test
- Findings, Summarizations and Concluding Observation
- General demographic, socio-economic characteristics of respondents from the case study
- Summary and Conclusion
- Conclusion of the study
- Policy recommendations and Implications of the Study
- Future Scope and line of Study or Scope for further study
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The primary aim of this research is to comprehensively examine the economics of public service advertising (PSA) related to the health care service sector, focusing on its effectiveness and efficiency. Specifically, the study investigates the impact of PSAs in Tripura, India, analyzing the influence of various media platforms (electronic, print, and outdoor) and identifying key factors that contribute to their success.
- Effectiveness of PSAs in raising awareness and influencing behavior.
- Economic feasibility and cost-effectiveness of PSA campaigns.
- Influence of socio-economic factors on PSA effectiveness and perception.
- Comparative analysis of different media channels in disseminating PSA messages.
- Exploration of internal and external elements that contribute to the success of outdoor advertising.
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: Introduction - Provides background information on the health care service sector in India, outlines the research problem, highlights the rationale and need for the study, identifies research gaps, and establishes the objectives and hypotheses.
- Chapter 2: Review of Literature - Examines relevant existing research on public service advertising in general and within the health care service sector, particularly in India. It discusses the importance of effective and efficient PSA campaigns and identifies key areas for further investigation.
- Chapter 3: Methodological Framework - Describes the research methodology, including geographical coverage, subject matter, sampling techniques, data collection methods, and statistical analysis tools.
- Chapter 4: Conceptual Framework of Public Service Advertisement of Health Care Sector in India - Presents a theoretical framework for understanding the concept of public service advertising within the context of health care, including its objectives, benefits, communication process, marketing communication mix, types of channels, promotional tools, and research approaches.
- Chapter 5: Public Service Advertisement and Health Care Sector in Tripura - Analyzes primary data collected from respondents in Tripura to assess the effectiveness of PSAs in raising awareness about health care issues. It investigates the influence of socio-economic factors on PSA perception and explores the most effective media channels in the state.
- Chapter 6: Electronic Media and Health Care Advertisement - Examines the influence of electronic media in delivering PSA messages related to health care in Tripura. It analyzes the impact of different platforms like television, radio, and social media on public awareness and behavior change.
- Chapter 7: Print Media, Outdoor Media and Health Care Advertisement - Investigates the effectiveness of PSAs delivered through print media (newspapers, magazines) and outdoor media (billboards, hoardings) in Tripura. The chapter analyzes the internal and external elements that contribute to the success of outdoor advertising campaigns.
- Chapter 8: Effectiveness of Public Service Advertisement During Covid - 19 Pandemic - Examines the effectiveness of PSAs related to the COVID-19 pandemic in India using a case study approach. It investigates the impact of PSAs across different media channels and analyzes the perception of their effectiveness and economic impact.
- Chapter 9: Summary and Conclusion - Summarizes the key findings of the study, highlighting the effectiveness of PSAs in the health care service sector. It provides policy recommendations and implications, and discusses future research directions.
Schlüsselwörter (Keywords)
This research explores the key concepts of public service advertising, health care service sector, economic efficiency, effectiveness, media channels, socio-economic factors, and public awareness. It investigates the impact of public service advertising campaigns in Tripura, India, during the COVID-19 pandemic.
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- Dhananjoy Datta (Author), Sudhakar Patra (Author), 2020, Public Service Advertising of the Health Care Service Sector in Tripura, India, Munich, GRIN Verlag, https://www.grin.com/document/1347647
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