Effectiveness of Public Service Advertisements in Communicating Development Messages: An Evaluation in Rural Area

Abstract

Government has given high priority for socio-economic development. The demand for information about development messages has grown. Development authorities educate and entrust the media with essential information, which is then relayed to the public in readily accessible formats through a variety of media channels. The mass media development agencies expand their audience reach, which is crucial considering the fact that face-to-face channels of communication often require too many human resources and reach only a small number of people in large, underserved rural areas. The mass media advertisements in the form of the print, sound, motion picture are an effective way to persuade target audiences to adopt new behaviors, or to remind them of critical information. And can also keep the public updated about development schemes and services. The Development advertisements hold out a possibility of on-demand access to content anytime, anywhere, on any communication devices. Therefore, the study documented the relationship between public service advertisements through various media and communication of development messages to the rural people.