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making a difference" may provide a more appropriate description: "creativity is more than making a difference." It is common to create
something simple to complicate, but to simplify something difficult is unique; it is originality" (Lou, 2000; Budiawan et al., 2017).

A television advertisement that is effective is one that is developed for a particular client who thinks about and understands the user's
wants. Additionally, successful television advertising may provide a distinct advantage by recommending particular activities for people to
do. Additionally, successful advertising is an advertisement that captures the audience's attention, is memorable, and motivates people to
act on the commercial (Schultz; Tannenbaum, 2000; Budiawan et al., 2017).

While creative television advertising contributes to public awareness, advertising cannot be regarded effective if it serves just to increase
awareness. Television ads should arouse interest and provoke change, directing the viewer's attention to the primary advertising needs. A
creative approach based on an advertising viewpoint serves as a guidance for creative persons while developing advertisements. A creative
strategy is often seen by creative individuals as an interpretation of several pieces of information regarding market items. Consumers with
a certain position in the communication might be utilised to establish advertising objectives (Kasali, 1992; Budiawan et al., 2017).

According to this industry research, television advertisements consistently outperformed other alternatives throughout the seven-year period
from 2010 to 2016. T.V.s have the highest scores and the biggest return on ad budget in terms of sales and awareness. To optimise their
marketing mix, they determine the optimal media mix across all channels based on their internal and external market circumstances and
performance objectives. Despite tremendous advancements in technology, new digital platforms, and shifts in consumer behaviour, television
remains the finest medium for delivering brand messaging to huge audiences (Marcos et al., 2016).

2.2.1 SOCIAL MARKETING AS A MEDIUM TO IMPROVING THE QUALITY OF LIFE

Social marketing is most effective when utilised to promote and sustain changes in healthy or socially responsible behaviour, to
boost programme participation, or to enhance consumer satisfaction with current offerings. The same method may be used to
community-level changes more broadly, encompassing lawmakers, the media, and other community institutions (Weinreich, 2011).

Social marketing is a kind of marketing that was developed specifically to address social concerns. Social marketing follows the
same ideas as traditional commercial marketing. Both are components of a persuasive communications campaign designed to
persuade audiences to adhere to social marketing's core purpose. By contrast, commercial marketing seeks financial benefit,
while social marketing seeks to influence the audience's behaviour, whether individuals or social groupings (Naima Khoiru Nisa,
2015).

According to Philip Kotler, Ned Roberto, and Nancy Lee in one‘s book Social marketing: Improving the Quality of Life, social
marketing is the process of persuading a target adopter to voluntarily accept, refuse, modify, or abandon a behaviour in order to
generate individual, group, or community benefits. This is because the product in social marketing might be a novel concept or a
novel habit that was previously considered a social concern and was thus seldom employed by society. Societal marketing may
address a variety of social challenges, including improving health, prevention of accidents, and environmental preservation (Kotler
& Roberto, 2002; Naima Khoiru Nisa, 2015).

Social marketing refers to its target market as the adopter's target market. In social marketing, the marketer must persuade his
audience to "buy-in" to social marketing by adopting new behaviours without force, willingness, or self-awareness. This is the
most challenging problem in social marketing, since it is often the case that the social issue will be altered or become ingrained
in the target adopter. Accepting new behaviours, rejecting unpleasant behaviours, altering habits to improve, and leaving bad old
behaviours are all desired behavioural changes in social marketing (Naima Khoiru Nisa 2015).

Market research is also used in social marketing to determine segmentation, market goals, and positioning. Additionally, social
marketers establish objectives and goals. Following that, novice social marketers may use the 4P concept (Product, Price, Place,
and Promotion) to accomplish their objectives.

According to Philip Kotler and Ned Roberto (2002), social marketing has three primary aims, the first of which is the behavioural
objective, which helps to motivate the adopter to engage in new behaviour. The second is a knowledge aim, or acquiring new
information, and the third is a belief objective, or establishing faith in the campaign's new principles. To accomplish these three
primary objectives, a fair and effective communication strategy is required for each target audience of the adopter. Social marketers
often use television advertisements, public relations, sales promotions, and personal selling. While today's forms of promotion
have started to be combined into one, or what is often referred to as IMC (Integrated Marketing Communications), this trend has
been accelerated by the rise of internet usage as a component of promotion strategies (Naima Khoiru Nisa 2015).

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