ABSTRACT
The aim of advertising is to encourage consumers to buy or use what the company is offering. AIDA theory of advertising describes the effect of advertising media. According to AIDA model, a potential consumer goes through 4 phases when deciding whether to buy a product and these correlate to the 4 phases of the AIDA model. AIDA theory of advertising describes the effect of advertising media. The acronym AIDA stands for Attention/Awareness, Interest, Desire and action. The effectiveness of any advertising campaign can be easily judged through the four stages of AIDA theory. In the first phase, the attention of consumers is captured. Once the consumer is aware that the product or service exists, the business should work on increasing the potential’s customer’s interest level. In the third phase, an emotional connection is established moving consumer’s mindset from “I like it” to “I want it”. In the last stage, the focus is on achieving ultimate goal which is to drive the receiver of the marketing campaign to initiate action and purchase the product or service. India accounts for about 90% of the population in South Asia and 59% of the 1.3 billion people still defecate in open, making it the single largest contributor to open defecation in the world. India loses atleast 1000 children a day to diarrhoeal deaths due to open defecation and lack of proper sanitation facilities. Due to the increment of awareness of environmental issues, health issues and also economic issues, Swachh Bharat campaign has been established. On launching Swachh Bharat Abhiya, PM Narendra Modi had said “the pursuit of cleanliness can be an economic activity contributing to GDP growth, reduction in health care costs and a source of employment. Mahatma Gandhi wished to see a "Clean India" where people work hand in hand to make the country clean. To work seriously towards this vision of Gandhi Ji, Prime Minister Shri Narendra Modi launched the Swachh Bharat Abhiyaan on October 2, 2014 and asked people from all walks of life to help in successful implementation of this mission. He invited all the Indians to devote 100 hours to clean their surroundings. In order to bring out behaviour change, extensive awareness generation initiatives would need to be undertaken with regards to the negative healthcare issues related to open defecation. The campaign has been described as "beyond politics" and "inspired by patriotism". Post COVID the need for social distancing and personal hygiene is going to bring about several structural changes right from how people stand in a queue or get a haircut to flying or watching movies. The new institutional practices are likely to remain in place for a longer period of time, with some becoming a permanent feature of public life. The present paper seeks to study the Swachh Bharat Abhiyan (SBA) through the lens of AIDA model. The study investigates the perception of people towards SBA through behavioural antecedents viz. attitude towards SBA, role of social media & subjective norms. This study is carried out to explore consumers’ demographic variables and their significant influence on the 4 variables of AIDA theory. Research Methodology: This quantitative study employed the exploratory research design. Data was collected from 335 respondents from all over India which covered North region, South-East, South-West, East, West, North-East, North-West and central region with the help of a structured questionnaire and focus groups. Percentage analyses, one way ANOVA and multiple regression are the statistical tools adopted for testing the hypotheses using SPSS. Findings and Implications: The statistically significant results revealed that category influences interest, desire & action of individuals. Education also positively impacts desire & action of individuals. Service class people were found to show more interest in SBA. Females were found to show more desire and action towards SBA activities. Single respondents show more desire in SBA. Religion was also found to affect SBA activities. People from Eastern egion are more attentive to SBA activities while people from South West region were found to show interest in SBA activities. North West people have desire to actively participate in SBA while respondents from South East are the most action-oriented people as far as SBA activities are concerned.
ABSTRACT
The wavelength band of200-280 nm of UV-C radiation generated by the Ultraviolet Germicidal Irradiation (UVGI) system can destroy the reproduction ability of microorganisms. Severalfactors related to UVfixtures, HVAC layout, and the resulting airflow flow patterns can affect the performance of upper-room UVGI applications. With the help of Computational Fluid Dynamics (CFD) analyses, this study systematically evaluates the impact of UV-C intensities on the effectiveness of an upper room UVGI system. It shows that the addition of even a small amount of UV-C energy in the upper region of space can significantly reduce the probability of infection as predicted by the Wells-Riley model. Increasing the UV-C output shows a further reduction in the infection probability, although with a diminishing impact. A further investigation is necessary to evaluate the effect of airflow patterns on the performance of UVGI systems. These studies demonstrate that CFD analyses can help optimize the performance of UVGI systems to minimize the probability of infection in indoor spaces.
ABSTRACT
This paper examines and evaluates the long-term electrical energy usage of retrofitting lighting systems with varying degrees of control intelligence. One of the most important components of confirming the appropriateness of the application in practice is the long-term energy measurement of these systems. The data analysis and measurement process are described in this article. An intelligent measurement system was used to collect data on electricity consumption. On the basis of these data, an analysis and comparison of various systems were conducted, and the overall electricity consumption for a certain time period was calculated. Finally, a scenario was created to demonstrate the impact of the COVID-19 pandemic on a retrofitted lighting system with various levels of intelligence. © 2022 IEEE.
ABSTRACT
Pubescent girls face unique emotional barriers to returning to school after a disaster concerning water, sanitation and hygiene (WASH). This paper explores themes of WASH, gender violence, the lack of dignity and sense of shame arising from inadequate WASH facilities for girls in disaster settings. We conducted a structured literature review of 126 sources to investigate the emotional constraints facing pubescent girls concerning WASH in schools in Indonesia, a region prone to frequent disasters. Findings are synthesised into four major themes: psychological experiences of WASH, challenges faced by girls in schools, barriers to inclusive WASH provision and how to create a holistic approach to WASH. Key conclusions include the need for interdisciplinary research, cross sectoral collaboration, more evidence and research in Indonesia, especially regarding menstrual hygiene management, improved toilet design to reduce the physical barriers linked to emotional barriers and inclusive design for those with disabilities.