Campaign Effectiveness

"PSAs: Do They Really Work?"
Source: Capital Communicator Newsletter
Author: Bill Goodwill

Synopsis: 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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Promoting Smoking Cessation in the U.S.:
Source: Journal of the National Cancer Institute

TV PSAs were particularly effective in increasing the percentage of callers who were male, under 40 years old, and effective medium to motivate more smokers to quit.

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Research Shows TV PSAs Effective
Source: National Institute of Drug Abuse

Researchers have proven PSA effectiveness by demonstrating that TV 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 Goodwill

Bill Goodwill, CEO, Goodwill Communications, Inc. answers questions regarding PSA campaign effectiveness which were posed by a reporter for PR News.

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"What makes a successful PSA campaign?"
Author: Dr. Jack Jorgens, Accent Media, McLean, VA

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"PSAs Can Make a Difference, But it Takes Time"
Author: Ruth Wooden, Advertising Age

Synopsis: The former 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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"Are Public Service Ads Effective?"
Source: National Crime Prevention Council, Catlyst Newsletter.

Synopsis: 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.

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"ARF Study shows PSA Impact"
Source: Advertising Research FoundationPublic Service Report Newsletter

Synopsis: 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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"10 Commandments of PSAs"
Author: John Paul Kowal

Synopsis: 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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"PSAs Effective in Getting Out Message"
Author: Joann Greco as published in the Non Profit Times

Synopsis: 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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"Don't Make Your Bath Water Too Hot and Keep Your Dogs Away from the Antifreeze"
Author: Doug Hill

Synopsis: 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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