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.
Table of Contents
Chapter I Introduction
1.1 Background of study
1.2 Statement of the Problem
1.3 Rationale, Practical Utility and Need of the study
1.4 Research Gap
1.5 Objectives of the study
1.6 Formulation of hypotheses
1.7 Research Questions
1.8 Limitations of the Study
Chapter II Review of Literature
2.1 Introduction
2.2 Motivation and Practical Utility of the Study
2.3 Literature Review
2.4 Findings, Summarizations and Concluding Observation
Chapter III Methodological Framework
3.1 Geographical Coverage
3.2 Subject matter coverage
3.3 Respondents and Sample Size
3.4 Method of primary data collection
3.5 Method of Secondary data collection
3.6 Interview Schedule
3.7 General socio-economic characteristics of respondents
3.7.1 Gender of the respondents
3.7.2 Age of the respondents
3.7.3 Education
3.7.4 Category or Caste
3.7.5 Nature of Family
3.7.6 Occupational status
3.7.7 Marital Status
3.7.8 Resident Location
3.7.9 Public service advertising observation experiences related to advertising on Health care service
3.7.10 Health care service-related public service advertisement telecasted or broadcasted in electronic media observation experiences
3.7.11 Health care service sector related public service advertising published in the print media observation experiences
3.7.12 Health care service sector related public service advertising given in outdoor media observation experiences
3.7.13 Family Monthly income
3.7.14 Maximum Annual Expenditure of the respondents
3.7.15 Land Ownership in Area
3.7.16 Types of Property Holding
3.8 Hypotheses analysis methodology
3.9 Coefficient of correlation among socio-economic characteristics
3.10 Multiple stepwise logistic forward regressions analysis
3.11 Factors Effecting Economics of Public service advertising of Health care service Sector in Tripura, India
3.12 Field work
3.13 Statistical and mathematical equation, tools and techniques used for the analysis of data
3.14 Organization of report
Chapter IV Conceptual Framework of Public Service Advertisement of Health Care Sector in India
4.1 Abstract
4.2 Introduction
4.3 Objectives of Public Service health care related advertising
4.4 Benefits of Health Care Advertising
4.5 Communication Process in Public service advertising of health care service sector
4.6 Marketing Communication Mix in Public Service Advertising of Health Care Service Sector
4.7 Types of communication channels for public service advertising
4.8 Promotional tools for public service advertising
4.9 Public Service Advertising Research
4.10 Classification of Public Service Advertising Research
4.11 Conclusion
Chapter V Public Service Advertisement and Health Care Sector in Tripura
5.1 Introduction
5.2 Objectives of the study
5.3 Hypothesis Testing
5.4 Methodology
5.5 General socio-economic, demographic characteristics of respondents from the Study area
5.5.1 Gender of the Respondents
5.5.2 Age of the Respondents
5.5.3 Education or Literacy Status of the Respondents
5.5.4 Category /Caste of the Respondents
5.5.5 Family Size / Structure of the Respondents
5.5.6 Occupational status or Type of Job of the Respondents
5.5.7 Marital Status of the Respondents
5.5.8 Resident Location of the Respondents
5.5.9 Public service advertising observation experiences related to advertising on Health care service of the Respondents
5.5.10 Family Monthly Income of the Respondents
5.5.11 Land Ownership in Area of the Respondents
5.5.12 Types of Property Holding of the Respondents
5.5.13 Maximum Annual Expenditure on
5.6 Hypotheses analysis
5.7 Pearson Correlations involving public service advertising observation experiences and socio-economic characteristics of the respondents
5.8 Multiple stepwise forward logistic regressions analysis (Influence of observational experience of public service advertising of Health care service Sector in Tripura, India)
5.9 Awareness level Increases due to Public Service Advertisement related to healthcare service sector through the Electronic, Print and Outdoor Media among the Respondents
5.10 Watch public service or public awareness advertisement or campaign related to healthcare service sector through the Electronic, Print and Outdoor Media
5.11 Electronic, Print and Outdoor Media Delivers more public service or public awareness advertisement or campaign related to healthcare service sector
5.12 Give Attempt to follow public service or public awareness advertisement or campaign related to healthcare service
5.13 Recall the public service or public awareness advertisement or campaign related to healthcare service sector
5.14 Public service or public awareness advertisement or campaign related to healthcare service sector can influence the cause of the massage
5.15 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
5.16 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
5.17 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
5.18 Presently publicized public service or public awareness advertise mentor campaign related to healthcare service sector are effective
5.19 Reacted on Presently publicized public service or public awareness advertisement or campaign related to healthcare service sector
5.20 Public service or public awareness advertisement or campaign related to healthcare service sector are represented in really good manner
5.21 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
5.22 Public service or public awareness advertising or campaign related to healthcare service sector, you thought were poorly designed and/or placed
5.23 Overall reach ability is good of the recent government sponsored health care service sector related public service advertising among public
5.24 Health care service sector related public service advertisement can influence positively
5.25 Health care service sector related public service advertisement is effective in pursuing the message made for public cause
5.26 Right media for telecasting the health care service sector related public service advertising to make it more effective
5.27 Selection of Ten (10) public service or public awareness advertisement or campaign based on their importance in healthcare service sector
5.28 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
5.29 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
5.30 Overall Public service advertising related to Health care service sector
5.31 Factors Effecting Economics of Public service advertising of Health care service Sector in Tripura, India
5.31.1 Factor Analysis, KMO and Bartlett's Test (Factor wise questions / items)
Chapter VI Electronic Media and Health Care Advertisement
6.1 Abstract
6.2 Introduction
6.3 Research Gaps
6.4 Objectives of the study
6.5 Methodology
6.6 Formulation of hypothesis
6.7 Research Question
6.8 Data Analysis, Results and Discussions – Conceptual & Contextual Relevance
6.9 Galaxy of Histograms on socio-economic characteristics of respondents from the Study area
6.10 Health care service sector related public service advertisement published or broadcasted in electronic media observation experiences of the Respondents
6.11 Hypotheses analysis
6.12 Health care service sector related public service advertisements published or broadcasted in electronic media
6.13 Findings, Summarizations and Concluding Observation
Chapter VII Print Media, Outdoor Media and Health Care Advertisement
7.1 Abstract
7.2 Introduction
7.3 Objectives of the study
7.4 Methodology
7.5 Formulation of hypothesis
7.6 Research Questions
7.7 Data Analysis, Results and Discussions - A Conceptual & Contextual Relevance
7.8 T-Test for socio-economic demographic characteristics and participating variables of respondents from the Study area
7.9 Galaxy of Bar Charts on socio-economic characteristics of respondents from the Study area
7.10 Health care service sector related public service advertising published in the print media observation experiences of the Respondents
7.11 Health care service sector related public service advertising published in the print media
7.12 Health care service sector related public service advertising given in outdoor media observation experiences of the Respondents
7.13 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
7.14 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
7.15 Health care service sector related public service advertising given in outdoor media
7.16 Conclusion
Chapter VIII Effectiveness of Public Service Advertisement During Covid - 19 Pandemic
8.1 Abstract
8.2 Introduction
8.3 Objectives of the case study
8.4 Methodology
8.5 Case study Research Question
8.6 Case study Data Analysis, Results and Discussions - A Conceptual & Contextual Relevance
8.6.1 General demographic, socio-economic characteristics of respondents from the case study
8.6.1.1 Gender of the Respondents
8.6.1.2 Age of the Respondents
8.6.1.3 Education or Literacy Status of the Respondents
8.6.1.4 Category /Caste of the Respondents
8.6.1.5 Family Size / Structure of the Respondents
8.6.1.6 Occupational status or Type of Job of the Respondents
8.6.1.7 Marital Status of the Respondents
8.6.1.8 Resident Location of the Respondents
8.6.1.9 Public service advertising observation experiences related to advertising on Health care service sector of the Respondents
8.6.1.10 Health care service sector related public service advertisement published or broadcasted in electronic media observation experiences of the Respondents
8.6.1.11 Health care service sector related public service advertising published in the print media observation experiences of the Respondents
8.6.1.12 Health care service sector related public service advertising given in outdoor media observation experiences of the Respondents
8.6.1.13 Family Monthly Income of the Respondents
8.7 Awareness level Increases due to Public Service Advertisement related to COVID 19 Pandemic of healthcare service sector in India through the Electronic, Print and Outdoor Media
8.8 Recall & share the public service or public awareness advertisement or campaign related message on COVID 19 Pandemic of healthcare service sector in India
8.9 Public service or public awareness advertisement or campaign related to COVID 19 Pandemic of healthcare service sector in India can influence positively the cause of the message
8.10 Presently publicized public service or public awareness advertisement or campaign related to COVID 19 Pandemic of healthcare service sector in India is easily understandable by general public, Interested and good production
8.11 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 service sector in India
8.12 Presently publicized public service or public awareness advertise mentor campaign related to COVID 19 Pandemic of healthcare service sector in India is effective
8.13 Overall reach ability is good of the recent government sponsored public service advertising among public on COVID 19 Pandemic of healthcare service sector in India
8.14 Public service advertisement on COVID 19 Pandemic of healthcare service sector in India is effective in pursuing the message made for public cause
8.15 Right media for telecasting the health care service sector related public service advertising on COVID 19 Pandemic in India to make it more effective
8.16 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
8.17 Health care service sector related public service advertising on COVID 19 Pandemic published in the print media
8.18 Health care service sector related public service advertisements on COVID 19 Pandemic published or broadcasted through electronic media
8.19 Overall Public service advertising on COVID 19 Pandemic related to Health care service sector in India
8.20 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
8.21 The Kruskal-Wallis Test
8.22 The Spearman correlation coefficient Test & the Chi-square Test
8.23 Findings, Summarizations and Concluding Observation
Chapter IX Summary and Conclusion
9.1 Conclusion of the study
9.2 Policy recommendations and Implications of the Study
9.3 Future Scope and line of Study or Scope for further study
Objectives & Scope
This work aims to investigate the economics, efficiency, and effectiveness of public service advertising within the healthcare service sector in Tripura, India. The primary goal is to assess how advertising campaigns—spanning electronic, print, and outdoor media—influence public behavior, awareness, and consumption habits regarding critical health issues, particularly in the context of the COVID-19 pandemic.
- Analysis of the internal and external elements that determine the success of public service health campaigns.
- Evaluation of media influence, specifically comparing television, print, and outdoor channels in their ability to reach and inform the public.
- Assessment of the economic impact and feasibility of government-sponsored public service advertisements.
- Investigation into socio-economic and demographic factors that correlate with public engagement with healthcare advertising.
- Identification of the most effective media channels for future public health awareness campaigns.
Excerpt from the Book
1.1 Background of Study:
India is now the world’s third largest economy in terms of its Gross National Income (in PPP terms) with the potential to develop more equitably. It possesses as never before, a sophisticated arsenal of interventions, technologies and knowledge required for providing health care to its people. However, the inequities in health outcomes continue to remain. India is close to reaching the Millennium Development Goals (MDGs) with respect to maternal and under 5 mortalities. MDG-5 target is to reduce Maternal Mortality Ratio (MMR) by three quarters between 1990 and 2015.
In addition, there are inter and intra State variations. Nutrition status is an important underlying cause of mortality and morbidity especially for young children. To achieve MDG goal for eradicating hunger, proportion of under-weight children should have decreased to 26 % by 2015. India has been able to reduce proportion of under-weight children below five years of age to 29.4% in 2013-146 from the estimated 52% in 1990. However, percentage of under weight children <3 years (weight for age) is higher in rural areas (44%) compared to urban areas (30%). Prevalence of underweight children <3 years also varies widely between States –from 58% in Madhya Pradesh to 14% in Mizoram. At the current rate of decline, the prevalence of underweight children is expected to be 29% by 2015, and 27% by 20177. India is currently experiencing a rapid health transition. There is an unfinished agenda of addressing infectious diseases, nutritional deficiencies, escalating epidemic of non-communicable diseases (NCDs), accidents/injuries and on safe motherhood.
Summary of Chapters
Chapter I Introduction: This chapter provides an overview of the health landscape in India and outlines the research objectives, problem statement, and study limitations regarding public service advertising.
Chapter II Review of Literature: A comprehensive survey of existing research on health economics, public service announcements, and the impact of mass media on public health behavior.
Chapter III Methodological Framework: Describes the primary and secondary data collection methods, geographical coverage in Tripura, and the statistical tools used for the study.
Chapter IV Conceptual Framework of Public Service Advertisement of Health Care Sector in India: Details the conceptual basis for health care advertising, including objectives, communication processes, and the marketing mix.
Chapter V Public Service Advertisement and Health Care Sector in Tripura: Analyzes the primary field study data from Tripura, focusing on socio-economic demographics and respondent perceptions.
Chapter VI Electronic Media and Health Care Advertisement: Examines the specific influence and effectiveness of electronic media advertising in the context of the healthcare sector.
Chapter VII Print Media, Outdoor Media and Health Care Advertisement: Investigates the role of print and outdoor advertising channels in creating public health awareness.
Chapter VIII Effectiveness of Public Service Advertisement During Covid - 19 Pandemic: A dedicated case study analyzing the impact of government-sponsored awareness campaigns during the COVID-19 pandemic.
Chapter IX Summary and Conclusion: Consolidates the research findings, offers policy recommendations, and suggests potential directions for future studies.
Keywords
Economics, Advertising, Health, Effectiveness, Media, Public Health, Healthcare Service Sector, COVID-19, Tripura, Societal Marketing, Mass Media, Socio-economic, Public Awareness, Statistical Analysis, Awareness Campaign.
Frequently Asked Questions
What is the core focus of this research?
The research focuses on the economics and effectiveness of public service advertising campaigns within the healthcare sector in Tripura, India.
What are the central themes of the work?
The central themes include the effectiveness of different media channels (electronic, print, outdoor), public awareness, social well-being, and the economic performance of health communication.
What is the primary objective of the study?
The study aims to evaluate whether public service advertising creates meaningful awareness, changes attitudes, and results in effective, cost-efficient health communication for the public.
Which research methodologies were applied?
The study utilizes both primary data collection via structured questionnaires and secondary data from reports. Statistical analyses, including Chi-square tests, Factor Analysis, Pearson Correlations, and Kruskal-Wallis tests, were performed using SPSS.
What aspects of healthcare advertising are covered in the main chapters?
The main sections cover the communication process, the marketing mix, the reach of government-sponsored campaigns, and an in-depth case study of awareness efforts during the COVID-19 pandemic.
How is the research characterized?
The research is characterized by keywords such as Economics, Advertising, Health, Effectiveness, and Media, emphasizing the systemic approach to health promotion.
How did the study distinguish between different types of media?
The study categorized media into electronic (TV, social media), print (newspapers, magazines), and outdoor (billboards, banners) and analyzed respondent exposure and preference for each type.
What conclusions were drawn regarding the COVID-19 awareness campaigns?
The research concludes that public awareness campaigns during the COVID-19 pandemic in India were highly effective and efficient in delivering messages and promoting desired behaviors among the public.
- Arbeit zitieren
- Dhananjoy Datta (Autor:in), Sudhakar Patra (Autor:in), 2020, Public Service Advertising of the Health Care Service Sector in Tripura, India, München, GRIN Verlag, https://www.grin.com/document/1347647
