Campaign Effectiveness
Research Shows TV PSAs Effective
Source: National Institute of Drug Abuse, February 2001Researchers have proven PSA effectiveness by demonstrating that television PSAs designed for and targeted to specific teen personality-types can significantly reduce their marijuana use.
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"Effectiveness in Public Service Ad Campaigns"
Author: Bill GoodwillBill Goodwill, CEO, Goodwill Communications, Inc. answers questions regarding PSA campaign effectiveness which were posed by a reporter for PR News.
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article"What makes a successful PSA campaign?"
Author: Dr. Jack Jorgens, Accent Media, McLean, VA
"PSAs Can Make a Difference, But it Takes Time"
Author: Ruth Wooden, Advertising Age, May 19, 1997Synopsis: The president of the Ad Council cites examples such as the United Negro College Fund to illustrate the power of PSAs to raise funds and public awareness and provides several reasons why many PSAs fail to reach their objectives.
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article"Are Public Service Ads Effective?"
Source: National Crime Prevention Council, Catlyst Newsletter, November 1993Synopsis: This article is itself a synopsis of a larger and very definative study regarding the role of public service advertising in deterring crime. The study, entitled: The Social Impact of the National Citizens' Crime Prevention Campaign, "was funded by the Justice Department and provides an excellent overview of PSA effectiveness, as well as an extensive bibliography of research studies on the subject. For the complete study, call 1-800-688-4252 and ask for NCJ 144533
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newsletter article on PSA effectiveness
"ARF Study shows PSA Impact"
Author: Advertising Research Foundation, Fall 1991 Public Service Report NewsletterSynopsis: Research conducted by ARF in a study entitled: "A Strategic Research Approach to Measuring Ad Effectiveness" concluded that PSAs can induce significant changes in public health behavior. The project was jointly sponsored by the Advertising Council and the American Cancer Society. Objectives of the study included: measuring effects of PSAs on the awareness, beliefs and actions of the target audience; measuring the effects of both average media schedules over time; and creating a research model to aid in evaluating future PSA campaigns.
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article"PSAs: Do They Really Work?"
Source: June 1991 Capital Communicator NewsletterSynopsis: Author provides PSA campaign data resulting from a variety of different PSA campaigns to demonstrate that PSAs are not shown exclusively in "junk time," that they can stimulate a large volume of calls to 800 numbers and that they provide a good return on investment.
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article"10 Commandments of PSAs"
Author: John Paul KowalSynopsis: Often, PSAs alienate the audience by instilling guilt, confusion, or leaving a ho-hum impression, but this need not happen if you observe these do's and don'ts.
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article"PSAs Effective in Getting Out Message"
Author: Joann Greco Special to the NPTSynopsis: Article explains that PSAs can be effective technique for fund-raising, recruitment, changing misconceptions and compelling people to take action. Author cites a campaign for the National Council on Alcholism as an example of how PSAs have stimulated phone calls and low-budget PSA techniques.
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article"Don't Make Your Bath Water Too Hot and Keep Your Dogs Away from the Antifreeze"
Author: Doug HillSynopsis: Public-service ads can run at the oddest times on the oddest subjects, but do seem to have an impact, including those campaigns aired by the networks using their own stable of personalities and talent. This article provides several examples of campaigns that have been successful and how important PSA exposure is to both non-profits and stations.
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