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Definition: Non-Commercial Advertising
Non-commercial advertisements are sponsored by a charitable institution, political organization etc. The main purpose of these ads is to create awareness, raise funds, and change consumer behavior. It tries to motivate consumers to take a stand on an issue they felt neutral about initially, or may be to persuade them to change positions. These advertisements attempt to influence public opinion on the ongoing issues such as education, women empowerment, rural development, consumer rights, blood donation, etc. Unlike commercial advertising the idea is not to sell something to a consumer, but to share information and educate consumers or to promote a social idea.
For example: noncommercial advertising used in the electoral process to gain votes, public service announcement, etc.
The main goals of noncommercial advertising are:
• Stimulate queries for information
• Popularize a social cause and induce behavioral change
• Conservation of resources and reduce their wastage
• Promote sharing, Unity etc.
• Communicate political viewpoint to gain votes
• Improve public attitude towards an issue
Above advertisement shows that talking on phone while driving is dangerous as it reduces driver’s response time. This ad in general creates awareness and makes people think twice before answering a call while driving.
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