The impact of social advertising on consumer behavior

Every day people see many different types and content advertisements, some of them they perceive as necessary, useful, some of them do not pay attention, but it is subconsciously reflected in the relevant situation. Companies are constantly trying to get as many people as possible to find out about their product or service and get them interested in the offer. The present study does not deal with the commercial types of advertising, it deals with non-commercial, social advertising. The aim of the research is to determine the attitude of Georgian consumers towards social advertising in general, as well as their attitude towards existing social advertisements about a healthy lifestyle.
The work consists of an introduction, two chapters, conclusions and recommendations. A list of used literature will be attached to the paper.The first chapter presents the essence of social advertising and its role in social marketing, discusses the history of the origin and development of social advertising, the legal basis of social advertising in Georgia. The second chapter analyzes the impact of social advertising on consumer behavior and draws conclusions based on the results obtained. The main results and recommendations of the research are given at the end of the work.