Mass Media Advertising And Its Impact On Behavior

Abstract

In Pakistan a lot of campaigns have been conducted so that the people should understand the importance of family planning and implement it on their practical life. As a result of these campaigns people start thinking about this issue so this campaign brings awareness in people minds. The most important medium for promoting family planning is TV. This investigation has been conducted to observe the impact of family planning on the people of different ages. The family planning advertisement was done in two cities of Pakistan. All of the data were analyzed through SPSS to measure the impact of family planning advertisement. They also observe the usage of the products of family planning. A field survey was conducted across various segments of the population to collect the data from nationally representative sample of both male and female ages between 20-45 years. According to the results of 154 respondent surveys it was observed that people get the awareness about family planning to a great extend. They also implement the ideas on their practical life by discussing it with their life partners. They also visited the consulting authorities so that they can also get the products easily. The media exposure (TV) has also played its part to a great deal. It brings awareness in people about the products, their usage and how and where to get the advices. This campaign should be continued so that more and more people get aware of this issue.