A STUDY ON THE PERCEIVED INFLUENCE OF SOCIAL CAUSE ADVERTISEMENT AMONG THE COLLEGE STUDENTS OF WAYANAD DISTRICT

Social and cultural diversity is the fundamental identity of our country. As the largeness of the society increases, social indifferences will come up and that affects steadiness of the society. Our country is also not free from such social problems and inconsistencies. Such issues range from our complicated political framework to individual family atmosphere. Obviously, these problems have become a constrain for the smooth development of the country. We need smart solutions to overcome all these socially alarming issues and to make the country a better place to live. This study examines how a brand can get involved in such problems and thereby achieving respect from the target audience. Many brands have given pivotal amount of importance to social problems and could incorporate the same in branding and advertisement campaigns. Bringing social cause appeal in advertisement content makes a brand more appealing and respectable. It also focusses on the response and approach of young people towards social cause advertisement. The study explains whether social cause advertisements bring changes in behavior and attitude of youngsters towards social problems and also factors that make social cause advertisement preferred and effective.