Author(s): Viswanathan P*, Ramesh Kumar D, Darshan S, Jigar Rupani
Non-commercial advertisement is sufficiently distinct from commercial advertisement as it requires fresh thinking and new approaches. This non-commercial advertisement deals with advertisement core benefits and values, whereas commercial advertisement often deals with superficial preferences. A noncommercial advertisement approach does not guarantee that the social objectives will be achieved or the costs will be acceptable. Yet society appears to represent a bridging mechanism which links the behavioral scientist’s knowledge of human behavior with the socially useful implementation of what the knowledge allows. It offers a useful framework for effective social planning at a time when social issues have become more relevant and critical. This study aims to show how non-commercial advertisements focus on social values.